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New academic year 2008-2009
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 Principles of Marketing
This page contains a description of the IICUT course “Principles of Marketing”. Below you will learn something about what this course contains, how the course is structured, who the course targets, how the course is graded, the textbook used and the instructor responsible for teaching this course.
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Rationale |
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As the 21st, the world of marketing is entering a new era that was unimaginable only a short time. A lot of marketing tools are used for customer benefit, electronic shopping, e-cash, interactive television... are some indications of the many change of marketing. For new technology can make your thinking differences than last time it is more efficiency and productivity for your business.
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Objectives |
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For the productivity with the customer we have focused on creating customer value by providing exceptional knowledge, understanding, skills, decision making tools and some support materials to provides you with the best revision of what we believe is the best marketing available today.
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The course outline
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Topic |
Duration |
Assignments/Exercises |
1.
What is Marketing? |
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Define marketing and explain the importance of discovering and satisfying consumer needs and wants. |
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Describe the marketing mix elements and environment factors. |
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Understand how marketing create customer value and utility for consumers. |
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2.
Marketing in organization |
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Understand the keys point of marketing are used in organization. |
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Define the behavior of profit and non profit organization. |
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3.
Consumer behavior |
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Outline the stages in the consumer decision process. |
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Explain how psychological and sociocultural influences on consumer behavior. |
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4.
Organizational market and Buyer behavior |
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Distinguish among industrial, reseller, and government market. |
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Recognize key characteristics of organizational market that make it deferent from consumer buying. |
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Understand the types of buying situation influence organizational purchasing. |
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5.
Collecting and using marketing information |
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Identify five steps a person can follow in reaching a decision. |
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Explain the for key element used to define a problem. |
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Structure and know tree types of information collected to solve a problem. |
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Know how questionnaires and observations. |
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6.
market segmentation, targeting and positioning |
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Explain what market segmentation is, when to use it, and the five steps involved in segmentation. |
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Develop a market grid to use in segmentation and targeting a market. |
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Interpret a cross tabulation to analyze market segments. |
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Mid-semester Examination |
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7.
developing new product |
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Understand the ways in which consumer and industrial products can be classified and market. |
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Explain the implications of alternative ways to viewing newness in new products. |
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Analyze the factors contributing to a product’s success or failure. |
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8.
Managing the product |
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Explain the life cycle of a product and marketing strategies. |
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Understand the ways to managing a product life cycle. |
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Understand the benefit of packaging and warranties in the marketing of a product. |
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9.
Managing new service |
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Describe four unique element of services.
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Understand the ways in which consumers purchase and evaluate services. |
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Develop a customer contact audit to identify service advantages. |
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Explain the role of the four Ps in the services marketing mix. |
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10.
Pricing I |
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Identify the element that make up a price. |
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Explain what demand curve is and how it effects a firm total and marginal revenue. |
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Explain the role costs in pricing decision. |
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11.
Pricing II |
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Describe adjustment made to the approximate price level based on geography, discount, and allowance. |
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12.
Marketing channel and wholesaling |
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Explain what is meant by a marketing channel of distribution and why intermediaries are needed. |
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Describe factors considered by marketing executives when selecting and managing a marketing channel. |
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13.
Advertising |
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Explain the differences between product advertising and institutional advertising and its evaluation. |
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Understand the steps used to develop, execute, and evaluate advertising program. |
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Understand alternative ways to set an advertising budget. |
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Explain the advantages and disadvantages of alternative advertising media. |
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14.
Personal selling and sales management |
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Recognize different types of personal selling. |
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Describe the stages in the personal selling process. |
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Understand how firms recruit, select, train, motivate, compensate, and evaluate salespeople. |
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Describe recent applications of sales force automation. |
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15.
International marketing |
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Understand the change of marketing in the global. |
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Describe the stages in the personal selling process. |
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Understand the factors are influence on international marketing. |
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Define how we use marketing tools for different countries. |
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Final Examination |
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Target Audience |
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This course is designed for Khmer speaking business students either enrolled in one of IICUT’s degree programs or interested in improving their knowledge of basic business concepts and practices. Participants should have access to an Internet connected computer, basic computer skills (typing, email, Web browser and file management) and a good understanding of Khmer. |
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Grading and Student Assessment |
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The grading system for IICUT online students is the same as is used to evaluate and reward IICUT students attending classroom courses at the Univerisity in Phnom Penh. Soon after submitting an assignment, instructors will evaluate the student’s work and award a grade. The grade will be posted to the student’s online gradebook with justifications. Students can view the grades on their assignments and exams by visiting the online [Gradebook] page.
In this course, a final grade will be calculated based on the following: |
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Class attendance and participation – 10% |
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Assignments – 20% |
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Mid-semester examination – 20% |
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Final examination – 50% |
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The table below indicates the grades, associated points, description and the score range associated with grades awarded. |
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| GRADE |
POINT |
DESCRIPTION |
PERCENTAGE |
| A |
4 |
High Distinction |
85-100 |
| B |
3 |
Distinction |
75-84 |
| C |
2 |
Credit |
65-74 |
| D |
1 |
Pass |
50-64 |
| CP |
1- |
Conceded Pass |
47-49 |
| F |
0 |
Fail |
47 |
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Textbook |
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The required textbook for this course is: |
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Marketing Principle, third Edition 2005, by OUL Van and LY Chhay.
Students can purchase the textbook from IICUT or any CIC. Copies will also be available for loan from any CIC library.
Instructors
OUL Van
- Education
2003 MBA (Chales sturte University)
1997 BBA ( Faculty of Business )
- experiences
1999- present IICUT lecturer ( marketing and advertising)1997- present working in Ministry of Economy and Finance, and senior marketing supervisor in GOODHILL (Cambodia) Co ltd.
1996-1997 marketing researcher IMIC, Shinawatra Company, and Marlbro Company.
LY Chhay
After graduating my Bachelor of Business Administration at National University in 1998, I worked for Nestlé Diary Cambodia as a sales and marketing for one year and then left to work for IICUT as the lecturer. I am now pursuing Master degree in Business at IICUT and will be finished at the beginning of the year 2005.
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Admission
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