ThS.

Trần Quang Phòng

Marketing management
Course content

Session 1 : Chương 1. Defining Marketing for the 21st Century

1.1 The importance of Marketing
1.2 The scope of marketing
1.3 Core marketing concepts
1.4 The new marketing realities
1.5 Marketing inside

Session 2 : Chương 1. Defining Marketing for the 21st Century (Cont)

1.6 Company orientation toward the marketplace
1.7 Marketing memo
1.8 The new 4Ps
1.9 Marketing management tasks
1.10 Marketing memo
1.11 Summary
1.12 Applications

Session 3 : Chương 2. Developing marketing strategies and planning

1. Marketing and customer value
2. Corporate and division strategic planning
3. Marketing inside
4. Business unit strategic planning
5. Marketing memo
6. Product planning
7. Marketing memo
8. Summary
9. Applications

Session 4 : Chương 4. Conducting marketing research

1.1 The marketing research system
1.2 The marketing research process
1.3 Marketing memo 1
1.4 Marketing memo 2

Session 5 : Chương 4. Conducting marketing research (Cont)

1.5 Marketing insight 1
1.6 Marketing insight 2
1.7 Marketing insight 3
1.8 Measuring marketing productivity
1.9 Marketing insight 4
1.10 Summary
1.11 Applications
 ThS. Trần Quang Phòng
Session 6 : Chương 5. Creating long-term loyalty relationships + Mid term
Thi giua ky
1. Building customer value, satisfaction, loyalty
2. Marketing insight
3. Maximizing customer lifetime value
4. Marketing memo

Session 7 : Chương 5. Creating long-term loyalty relationships (Cont)

5. Cultivating customer relationship
6. Marketing memo
7. Customer database and database marketing
8. Marketing insight
9. Summary
10. Applications

Session 8 : Chương 12: Setting product strategy

1. Product characteristics and classifications
2. Product and service Differentiation
3. Design
4. Product and brand relationships

Session 9 : Chương 12: Setting product strategy (Cont)

5. Marketing insight 1
6. Marketing insight 2
7. Marketing memo
8. Packaging, labelling, warranties and guarantees
9. Summary
10. Applications
Review