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Course Introduction

The document outlines the course structure for BUS 430 on Marketing and Competitive Advantages, detailing learning outcomes, assessment components, and teaching methods. Key assessments include group and individual assignments focusing on SWOT analysis, STP strategy, and marketing mix analysis. The course utilizes various teaching methods and resources, including textbooks by Kotler and West.

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Ngoc Anh
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12 views

Course Introduction

The document outlines the course structure for BUS 430 on Marketing and Competitive Advantages, detailing learning outcomes, assessment components, and teaching methods. Key assessments include group and individual assignments focusing on SWOT analysis, STP strategy, and marketing mix analysis. The course utilizes various teaching methods and resources, including textbooks by Kotler and West.

Uploaded by

Ngoc Anh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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2025

MARKETING AND COMPETITIVE ADVANTAGES

BUS 430

PhD. Nguyen Thi Mai Anh

COURSE INTRODUCTION

1.1 Learning outcomes


1.2 Assessment
1.3 Assignments
1.4 Teaching methods and plan
1.5 Books

1
LEARNING OUTCOMES

▪ LO1 - Explain the role of marketing in achieving


competitive advantages
▪ LO2 - Conduct marketing environment analysis
▪ LO3 - Understand Customer Behavior &
Develop Segmentation – Targeting - Positioining
▪ LO4 - Develop Effective Marketing Mix for the
target market

ASSESSMENT
% of Course
Assessment component
Grade
Participation 10 %
Formative 1st Assessment
25 %
Assessment (Written Report and Presentation)
(50%)
2nd Assessment (Written Report) 15 %

Summative
Final Assessment (Exam) 50 %
Assessment (50%)

Total 100%
4

2
ASSESSMENT 1 – GROUP ASSIGNMENT
▪ Assignment 1: A key trend, SWOT and STP analysis (week 6)
▪ Part 1: Company SWOT and STP Analysis
▪ Each group will analyze the company where they are undertaking their
internship. This analysis will include an evaluation of the company’s strengths,
weaknesses, opportunities, and threats (SWOT), as well as its market
segmentation, targeting, and positioning (STP) strategy.
▪ The report should include the following sections:
▪ General Introduction about the Company
▪ Environmental Analysis and SWOT identification
▪ STP Strategy Analysis
▪ Part 2:
▪ Each group will be assigned a topic related to one major trend in the business
environment. They are tasked with thoroughly researching the assigned trend.
They need to prepare slides and share their findings to the class.
▪ Plagiarism (Turnitin): copy rate ≥30% - disqualified

ASSESSMENT 2 – INDIVIDUAL ASSIGNMENT


▪ Assignment 2: Marketing Mix analysis (week
12)
▪ Choose a product from a company of your choice
and perform a comprehensive analysis of its 4Ps
(Product, Price, Place, Promotion). Evaluate how
each of these elements is strategically designed and
how they work together to create and sustain the
company’s competitive advantage in the market.
▪ Plagiarism (Turnitin): copy rate ≥30% -
disqualified
6

3
GRADING SYSTEM
10-point range Letter Grade 4-point range Classification

9.5 - 10.0 A+ 4.0

8.5 - 9.5 A 4.0

8.0 – 8,5 B+ 3.5


Pass
7,0 - 8,0 B 3.0

6,5 - 7,0 C+ 2.5

5,5 - 6,5 C 2.0

5,0 - 5,5 D+ 1.5

4,0 - 5,0 D 1.0 Fail

< 4,0 F 0

TEACHING METHODS

▪ Lectures
▪ Videos
▪ Case studies
▪ Presentation

4
TEACHING PLAN
▪ Teaching - 11 weeks
▪ Revision – 1 week
▪ Week 12

TEXT-BOOKS
▪ Philip Kotler & Gary Amstrong
(2020), Principles of Marketing,
18th edition, Pearson Publisher
▪ Douglas West, John Ford, Essam
Ibrahim, and Matteo Montecchi
(2022), Strategic Marketing:
Creating Competitive Advantage,
4th edition, Oxford University Press

10

5
LET’S START

ENJOY THE SUBJECT

11

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