Brief Course Description
1. Course Title:
Trade Marketing
2. Language of Instruction:
Tiếng Anh
3. Course Code:
BUS503294
4. Credits:
3
5. Course Objectives:
The course for undergraduate students equips them with the knowledge and skills necessary to understand the role and application of marketing at the point of sale (POS) to enhance business effectiveness. Upon completing the course, students will achieve the following objectives:
1. Fundamental understanding of POS marketing: Students will master key concepts, characteristics, and roles of POS marketing, including store layout organization, product display design, and sales promotion strategies at the point of sale.
2. Analytical and planning skills: Students will develop the ability to analyze consumer behavior at POS, identify factors influencing purchasing decisions, and build effective marketing strategies accordingly.
3. Practical and management skills: Students will be capable of executing promotional programs, managing customer experiences at POS, and measuring the effectiveness of marketing activities.
4. Ethics and creativity: Students are encouraged to apply creative thinking to design marketing activities while maintaining ethical standards and fostering sustainable relationships with customers.
6. Brief Description of Course Content:
The Trade Marketing course provides knowledge to clarify fundamental concepts of trade marketing (intermediaries, distributors, agents, etc.) and the differences between marketing activities that support product sales in the marketplace versus those aimed at brand development. Additionally, the course will analyze the content of trade marketing activities within businesses and marketing decisions at the point of sale. With a learner-centered approach and experiential learning through projects, the course requires students to proactively engage in group work and follow the instructor’s guidance.