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B GD & T

Trng i hc SPKT TP.HCM

Khoa: CN May & TT

CNG HA X HI CH NGHA VIT NAM

c lp T do Hnh phc

Chng trnh Gio dc i hc

Ngnh o to: Cng ngh ct may Trnh o to: i hc

Chng trnh o to: Cng ngh ct may

CNG CHI TIT HC PHN

1. Tn hc phn: Marketing hng may mc M hc phn: GAMA435151

2. Tn Ting Anh: Marketing for garment

3. S tn ch: 3 tn ch

Phn b thi gian: (3:0:6) (3 tit l thuyt + 0 tit thc hnh + 6 tit t hc )

Thi gian hc: 15 tun

4. Cc ging vin ph trch hc phn

1/ GV ph trch chnh: H Th Thc Khanh

2/ Danh sch ging vin cng GD:

2.1/ L Hoi Tun

2.2/ L Thy Trang

5. iu kin tham gia hc tp hc phn

Mn hc trc: Kinh t hoc ai cng, Chun b sn xut, T chc v qun l sn xut

Mn hc tin quyt: Kinh t hoc ai cng, Chun b sn xut, T chc v qun l sn xut

Khc: khng

6. M t hc phn (Course Description)

Sinh vin kt thc hc phn ny s c trang b kin thc cn bn v marketing, xc nh mi trng marketing v gip la chn th trng mc tiu; m t cc chin lc marketing trong marketing-mix; gii thiu c bn v qun tr marketing nhm gip sinh vin c th p dng vo v tr cng vic kinh doanh hng may mc ni a, qun l n hng, nghin cu v pht trin trong mi trng kinh doanh ni a tai cac doanh nghip hng may mc Vit Nam quy m va v nh hin nay.

Hc phn Marketing May Mc c ging dy bng s phi hp nhiu phng php ging dy tch cc vi hai phng php chnh l dy hc theo nhm nh v dy hc thng qua lm n mn hc.

Lp c chia thnh nhm. Mi nhm gi nh lm cng vic marketing cho mt cng ty may mc hay mt shop thi trang gi nh. Mi nhm c t t ra vn marketing ca mnh, sau khi ging vin ng s l mt nhim v xy dng k hoch marketing gii quyt vn .

Trong qu trnh , nhm phi thc hin cc bi nghin cu th trng, i tham quan thc t v bo co thu hoch, lp k hoch cho chin lc sn phm, nh gi, phn phi v chiu th cui cng hnh thnh bn k hoch marketing vo cui hc k.

Sinh vin cn c hiu hu ht phn l thuyt trc gi ln lp. Trn lp, ging vin dnh mt phn nh thi gian gii p thc mc, gip sinh vin h thng ha. Do cui mi bui hc, ging vin hng dn v giao nhim v t hc/chun b trc bi hc tun sau tht c th v chi tit. Yu cu sinh vin dnh nhiu thi gian nghin cu gio trnh, ti liu; thu thp, tng hp v phn tch thng tin thc t ngoi lp. Ging vin t chc cho tng nhm trnh by kt qu tng phn trn lp.

Hc phn ny khng t chc thi tp trung m ch lm n mn hc. Tiu lun kt thc mn cng chnh l bn k hoch marketing cho t chc .

7. Mc tiu hc phn (Course Goals)

Mc tiu

(Goals)

M t

(Goal description)

(Hc phn ny trang b cho sinh vin:)

Chun u ra

CTT

G1

Kin thc tng quan v th trng hng may mc, xy dng k hoch tip th v qung b mt hng thi trang

Kh nng nh gi v d bo kh nng pht trin ca sn phm may trn th trng ton quc xy dng chin lc.

1.1; 1.2; 1.3

G2

Bit ng dng cc kin thc marketing c bn xc nh v hnh thnh cc vn nghin cu lin quan n cc lnh vc may mc;

C phng php lm vic khoa hc, c kt kinh nghim hnh thnh k nng t duy, lp lun;

Bit phn tch v gii quyt cc vn ny sinh trong thc tin ngnh may;

C kh nng t thc hin nghin cu marketing trong lnh vc may mc v thit k thi trang, tip th v qung co sn phm may;

2.1; 2.2; 2.3; 2.4; 2.5

G3

Xy dng, lnh o v xut cc gii php qun l nhm hot ng hiu qu;

Kh nng lm vic hp tc, tn trng v c trch nhim trong qu trnh pht trin ca nhm;

Kh nng vit k hoch v bo co marketing. K nng trnh by trc cng chng.

3.1; 3.2; 3.3

G4

C thi v o c ngh nghip ng n; c thc k lut v tc phong cng nghip; t tin v tn trng tp th;

4.1;4.2; 4.3;4.4; 4.5;4.6

8. Chun u ra ca hc phn

Chun u ra HP

M t

(Sau khi hc xong mn hc ny, ngi hc c th:)

Chun u ra CDIO

G1

G1.1

Trnh by c cc khi nim, kin thc c bn trong lnh vc marketing hng may mc

1.1

G1.2

Phn tch cc yu t tc ng n tip th kinh doanh hng may mc Vit Nam.

1.2

G1.3

Nghin cu v xut cc chin lc, k hoch marketing hng may mc

1.3

G2

G2.1

Gii thch, lp lun, gii quyt cc vn v marketing hng may mc

2.1.1; 2.1.2; 2.1.3; 2.1.5

G2.2

Kho st ti liu v thng tin in t th nghim v khm ph kin thc v marketing hng may mc

2.2.1; 2.2.3; 2.2.4

G2.3

Phn tch, sp xp quy trnh v cch tin hnh phn khc th trng, lp k hoch marketing

2.3.1; 2.3.3; 2.3.4

G2.4

Kin tr v linh hot; c t duy suy xt; ham tm hiu v hc tp sut i; bit qun l thi gian v ngun lc

2.4.1; 2.4.2; 2.4.3; 2.4.4; 2.4.6; 2.4.7

G2.5

Lun cp nht thng tin trong lnh vc marketing hng may mc

2.5.1; 2.5.2; 2.5.3

G3

G3.1

Hnh thnh, qun l v vic nhm hiu qu

3.1.1; 3.1.2; 3.1.4; 3.1.5

G3.2

Giao tip hiu qu bng vn bn, in t v pht trin k nng thuyt trnh trc m ng

3.2.3; 3.2.4; 3.2.6

G3.3

c hiu cc bi bo, thng tin v marketing hng may mc bng ting Anh

3.3.1

G4

G4.1

Nhn thc c cc tc ng vn ha x hi n ngnh thit k thi trang ni chung, marketing hng may mc ni ring, cp nht nhng vn v gi tr ng thi, t hnh thnh quan im ton cu ha

4.1.1; 4.1.3; 4.1.4; 4.1.5; 4.1.6

G4.2

Tn trng nn vn ha doanh nghip chun b cho qu trnh hi nhp thc tin ca sinh vin.

4.2.1; 4.2.3; 4.2.4

G4.3

Hnh thnh tng v xut m hnh t chin lc n qun tr marketing hng may mc

4.3.1; 4.3.3; 4.3.4

G4.4

Thit k m hnh tip th hng may mc

4.4.1; 4.4.2

G4.5

Trin khai m phng cng tc t chc, qun l tip th hng may mc

4.5.1; 4.5.3; 4.5.5; 4.5.6

G4.6

Vn hnh, ci thin v pht trin cc m hnh tip th hng may mc

4.6.1; 4.6.4

9. Ti liu hc tp

Ti liu hc tp chnh (Mt trong nhng ti liu sau):

+ TS. Nguyn Vn Hng Gio trnh marketing cn bn NXB Kinh t TPHCM 2013;

+ Thc s Quch Th Bu Chu Marketing cn bn NXB Lao ng 2010;

+ Nguyn Th Thanh Huyn Gio trnh Marketing cn bn NXB H Ni 2005

+ TS Phan Thng Marketing cn bn NXB Lao ng 2013

Sch tham kho

+ Fashion Marketing, Mike Easey,NXB Wiley-Blackwell, ti bn ln th 3, 2008;

+ Marketing Fashion , Harriet Posner,NXB Laurence King, xut bn ln th 1, 2011;

+ Marketing Cng Nghip, ThS H Thanh Lan,NXB Giao thng Vn ti, 2008;

+ Marketing Cng Nghip, TS H Nam Khnh Giao,NXB Thng k, 2004;

+ Nghin Cu Th Trng Gii M Nhu Cu Khch Hng, Business Edge, NXB Tr, 2007;

+ KHC BIT hay l CHT (Bn dch), Jack Trout, NXB Tr, 2010;

+ 22 Quy Lut Bt Bin Trong Marketing(Bn dch), Al Ries - Jack Trout, NXB Tr, 2008;

+ Sc Mnh Ca Nhn Hiu Cng Nghip Trong Marketing,Thanh Hoa, NXB Thanh Nin, 2004.

+ Thng Hiu Dnh Cho Lnh o (Bn song ng Anh Vit), Richard Moore, NXB Tr, 2003.

10. nh gi sinh vin:

- nh gi qu trnh:30% ; trong :

+ Thu hoch / bo co tham quan thc t: 40%

+ Bo co nghin cu th trng: 60%

- Tiu lun kt thc mn:70%

- K hoch kim tra nh sau:

Hnh thc KT

Ni dung

Thi im

Cng c KT

Chun

u ra KT

T l

(%)

Bi tp

50

BT1

Hot ng nhm: Tng hp, phn tch, trnh by v cc yu t tc ng n kinh doanh hng may mc Vit Nam. Nhn mnh u l yu t ct li v thi s nht (5 slide ni dung) gip sinh vin c ci nhn y hn v nhng yu t cn lu khi thc hin marketing hng may mc.

Tun 1

Slide + thuyt trnh

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1; G4.1; G4.2

3

BT2

Mi nhm t chn mt trong nm bi tp sau:

- Trnh by cho v d minh ha hnh vi mua hng ca c nhn;

- Trnh by cho v d minh ha hnh vi mua hng ca t chc;

- So snh tin trnh mua hng ca c nhn vi t chc;

- Trnh by cho v d minh ha cc nhn t nh hng n quyt nh mua hng ca c nhn;

- Trnh by cho v d minh ha cc nhn t nh hng n quyt nh mua hng ca t chc.

Tun 2

Bi vit, bo co

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1; G4.1; G4.2

3

BT3

+ Bi tp nhm 3.1: Tm hiu phn bit r gia biu hin vi vn ; gip sinh vin xc nh c u ch l triu chng v u mi thc s l vn cn gii quyt.

+ Bi tp nhm 3.2: Sinh vin tm hiu, phn bit, vai tr v ng dng ca nghin cu s cp - th cp; nh tnh nh lng.

Tun 3

Bi vit, bo co

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1

4

BT4

Nhm sinh vin bt u tin hnh nghin cu vn marketing m nhm t ra v c ging vin chp thun. Bi tp ln, ko di nhiu tun.

Tun 4

Bn k hoch d kin

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1

3

BT5

Nhm sinh vin tm hiu quy trnh phn khc, tiu thc phn khc, cch tin hnh phn khc km v d minh ha.

Tun 4

Bi vit, bo co

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1; G4.1; G4.2

4

BT6

Nhm sinh vin tm hiu cch thc nh gi phn khc v chin lc th trng mc tiu.

Tun 5

Bi vit, bo co

G1.3; G2.2; G2.4; G2.5; G4.1; G4.2

4

BT7

Cc nhm tm hiu khi nim nh v th trng, s cn thit ca nh v th trng, cng vic nh v th trng, cc bc nh v th trng.

Tun 6

Bi vit, bo co

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1

4

BT8

Cc nhm t chn thng hiu v tham quan ca hng thi trang kinh doanh thng hiu vo tun 7. Vit bo co np v trnh by vo tun 8.

Tun 6

Bi thu hoch, bo co

G1.2; G1.3; G2.1; G2.2; G2.4; G2.5; G3.1; G3.3

4

BT9

Cc nhm chun b chin lc sn phm: cho v d minh ha v 3 mc cu thnh sn phm, thit lp nhn hiu, chu k sng ca sn phm. Cc giai on pht trin sn phm mi.

Tun 8

Bo co

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1; G3.3

3

BT10

Cc nhm chun b chin lc gi sn phm hng may mc: khi nim v gi v tm quan trng ca gi, cc yu t nh hng n vic nh gi, cc phng php nh gi, cc kiu nh gi, phng php nh gi cho sn phm mi.

Tun 9

Bo co

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1

3

BT11

Cc nhm chun b v chin lc phn phi hng may mc: khi qut, cc knh phn phi, cn c la chn knh phn phi, cc hnh thc phn phi v mt s hot ng phn phi vt cht

Tun 10

Bo co

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1

3

BT12

Cc nhm chun b chin lc truyn thng thng hiu hng may mc: khi qut v truyn thng marketing, m hnh truyn thng marketing v cc bc tin hnh, xc lp hn hp truyn thng v ngn sch

Tun 11

Bo co

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1; G3.3; G4.1; G4.2; G4.3; G4.4

4

BT13

Cc nhm chun b cc cng c truyn thng marketing cho thng hiu hng may mc

Tun 12

Bo co

G1.1; G1.2; G2.1; G2.2; G2.4; G2.5; G3.1

4

BT14

Cc nhm chun b qun tr marketing hng may mc: Quy trnh qun tr marketing hng may mc, lp k hoch, t chc h thng marketing, nh gi v kim sot hot ng marketing

Tun 13

Bo co

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1; G4.3; G4.4; G4.5; G4.6

4

Tiu lun

50

Tiu lun

Mi nhm (5-8 sinh vin) lp k hoch marketing cho thng hiu hng may mc ca nhm

Tun 1- 15

Tiu lun, thuyt trnh

G1.1; G1.2; G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1; G3.3; G4.1; G4.2; G4.3; G4.4; G4.5; G4.6

50

11. Ni dung chi tit hc phn:

Tun

Ni dung

Chun u ra hc phn

1

Bi 1: Tng quan mn hc marketing hng may mc (3/0/6)

A/ Cc ni dung v PPGD chnh trn lp: (3)

+ Gii thiu mn hc, ging vin

+ Phng php hc tp v nh gi

+ Chia nhm hc tp 3-5 sinh vin/nhm

1.1 Gii thiu marketing trong ngnh cng nghip may mc Vit Nam

- Khi nim

- Mc tiu

- Chc nng

- Vai tr

- Marketing-mix

- Digital Marketing

Tiu lun: Trin khai sinh vin lp nhm, trin khai nhim v cho nhm thc hin k hoch marketing ngay u hc phn v cn hon tt vo cui hc phn. K hoch marketing l tiu lun nh gi kt qu hc tp ca sinh vin.

Phng php ging dy:

+ Din ging

+ Nu vn

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1; G4.1; G4.2

B/ Cc ni dung cn t hc nh: (6)

BT1: Hot ng nhm: Tng hp, phn tch, trnh by v cc yu t tc ng n ngnh cng nghip may mc ca Vit Nam. Nhn mnh u l yu t ct li v thi s nht (5 slide ni dung) gip sinh vin c ci nhn y hn v nhng yu t cn lu khi thc hin marketing may mc.

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1; G4.1; G4.2

2

Bi 2: Mi trng marketing may mc (3/0/6)

1

A/ Tm tt cc ND v PPGD chnh trn lp: (3)

2.1Mi trng v m

2.2 Mi trng vi m

6 nhm thuyt trnh: 3 mi trng marketing v m v 3 mi trng marketing vi m. Gio vin nhn xt kt qu lm vic ca tng nhm

Phng php ging dy:

+ Thuyt trnh

+ Tho lun

+ Lm vic nhm

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1; G4.1; G4.2

2


BT 2: Mi nhm t chn mt trong nm bi tp sau:

Trnh by cho v d minh ha hnh vi mua hng ca c nhn;

Trnh by cho v d minh ha hnh vi mua hng ca t chc;

So snh tin trnh mua hng ca c nhn vi t chc;

Trnh by cho v d minh ha cc nhn t nh hng n quyt nh mua hng ca c nhn;

Trnh by cho v d minh ha cc nhn t nh hng n quyt nh mua hng ca t chc.

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1; G4.1; G4.2

3

Bi 3: Hnh vi khch hng (3/0/6)

3


3.1 Khch hng tiu dng: m hnh hnh vi, cc nhn t nh hng, tin trnh quyt nh mua hng, c tnh c nhn trong vic chp nhn ci mi,

3.2 Khch hng t chc: Phn loi, c tnh, cc nhn t nh hng, tin trnh quyt nh mua hng.

Phng php ging dy:

+ Thuyt trnh

+ Nu vn

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1

4


BT3:

+ Bi tp nhm 3.1: Tm hiu phn bit r gia biu hin vi vn ; gip sinh vin xc nh c u ch l triu chng v u mi thc s l vn cn gii quyt.

+ Bi tp nhm 3.2: Sinh vin tm hiu, phn bit, vai tr v ng dng ca nghin cu s cp - th cp; nh tnh nh lng.

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1

4

Bi 4: Nghin cu marketing may mc (3/0/6)

5


4.1 Vai tr, quy trnh nghin cu marketing

4.2 S khc bit gia biu hin-vn

4.3 Nghin cu s cp - th cp

4.4 Nghin cu nh tnh - nh lng

+ Ging vin giao nhim v cho sinh vin gii p mt hoc hai in cu v nghin cu th trng hng may mc (ty thi lng) cho thy mt s trong nhng ch im sau: vai tr, quy trnh nghin cu marketing; s khc bit gia biu hin-vn ; nghin cu s cp-th cp; nghin cu nh tnh-nh lng. Ging vin cho 2-3 nhm trnh by. Ging vin cn nu nhn xt, tng kt.

+ Hng dn nghin cu marketing: Ging vin hng dn sinh vin vit k hoch nghin cu th trng (2 trang A4), tin trnh nghin cu, son cu hi phng vn (1 trang A4). Ging vin duyt k hoch NCTT ca mi nhm. Ging vin yu cu sinh vin tm hiu cch vit v mu bo co nghin cu th trng. Bo co NCTT np li sau 4-6 tun (ty ging vin n nh). Kt qu bo co NCTT tnh vo im bi tp.

Phng php ging dy:

+ Nghin cu trng hp (case study)

+ Nu vn

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1; G4.1; G4.2

6


BT4: Nhm sinh vin bt u tin hnh nghin cu vn marketing m nhm t ra v c ging vin chp thun. Bi tp ln, ko di nhiu tun.

BT5: Nhm sinh vin tm hiu quy trnh phn khc, tiu thc phn khc, cch tin hnh phn khc km v d minh ha.

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1; G4.1; G4.2

5

Bi 5: Phn khc th trng (3/0/6)

7


+3 nhm trnh by BT5: 01 nhm gii thch, minh ha khi nim phn khc th trng, quy trnh phn khc th trng; 01 nhm trnh by v tiu thc phn khc; 01 nhm trnh by bc tin hnh phn khc. Ging vin nhn xt, tng kt v lin kt vi in cu vo tit sau.

+ Ging vin giao nhim v cho sinh vin gii p mt hoc hai in cu hoc nghe bo co vin v phn khc th trng cho thy mt s trong nhng ch im tit trc. Ging vin cho 2-3 nhm trnh by. Ging vin cn nu nhn xt, tng kt.

Phng php ging dy:

+ Nu vn .

+ Nghin cu trng hp (case study)

G1.3; G2.2; G2.4; G2.5; G4.1; G4.2

8


BT6: Nhm sinh vin tm hiu cch thc nh gi phn khc v chin lc th trng mc tiu.

G1.3; G2.2; G2.4; G2.5; G4.1; G4.2

6

Bi 6: La chn th trng mc tiu (3/0/6)

9


+ Nhm sinh vin trnh by BT6: Cch thc nh gi phn khc v chin lc th trng mc tiu.

+ Ging vin trin khai nhim v i tham quan thc t vo tun sau: Ging vin trnh by BT8 v k hoch tham quan ca hng thi trang ln. Mc tiu: Sinh vin xc nh c phn khc, tiu thc phn khc, nh v th trng ca mt s thng hiu thi trang ln. Vit thu hoch mang tnh nhn nh, so snh v phn tch mt s vn l thuyt i chiu vi thc t tham quan hoc so snh gia cc thng hiu thi trang cng nhm sn phm. Ty s s lp, kh nng sinh vin m ging vin giao nhim v cho va sc.

Phng php ging dy:

+ Thuyt trnh

+ Nu vn

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1; G3.3

10


BT7: Cc nhm tm hiu khi nim nh v th trng, s cn thit ca nh v th trng, cng vic nh v th trng, cc bc nh v th trng.

BT8: Cc nhm t chn thng hiu v tham quan ca hng thi trang thi trang kinh doanh thng hiu vo tun 7. Vit bo co np v trnh by vo tun 8.

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1; G3.3

7

Bi 7: nh v th trng (3/0/6)

11


T chc 5 nhm trnh by BT7: 7.1Tm hiu khi nim nh v th trng, 7.2 S cn thit ca nh v th trng, 7.3 v 7.4 Cng vic nh v th trng, 7.5 Cc bc nh v th trng. Ging vin nhn xt v tng kt.

Phng php ging dy:

+ Thuyt trnh.

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1; G3.3

12


Hon tt bo co bi tp 8

G1.1; G1.2; G2.2; G2.4; G2.5; G3.1; G3.3

8

Bo co bi tp 8 (3/0/6)

13


+ Cc nhm bo co BT8: cch phn khc, th trng mc tiu, nh v th trng. Ging vin nhn xt cho tng nhm v tng kt.

Phng php ging dy:

+ Thuyt trnh v din ging

+ nh gi

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1; G3.3

14


BT9: Cc nhm chun b chin lc sn phm: cho v d minh ha v 3 mc cu thnh sn phm, thit lp nhn hiu, chu k sng ca sn phm. Cc giai on pht trin sn phm mi.

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1; G3.3

9

Bi 9: Chin lc sn phm (3/0/6)

15


+ Cc nhm trnh by BT9, cho v d minh ha v cc mc cu thnh sn phm, c tnh sn phm, thit lp nhn hiu, bao b v dch v h tr, chu k sng ca sn phm. Cc giai on pht trin sn phm mi. Ging vin nhn xt v tng kt.

Phng php ging dy:


G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1

16


BT10: Cc nhm chun b chin lc gi hng may mc: khi nim v gi v tm quan trng ca gi, cc yu t nh hng n vic nh gi, cc phng php nh gi, cc kiu nh gi, phng php nh gi cho sn phm mi.

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1

10

Bi 10: Chin lc gi (3/0/6)

17


6 nhm trnh by BT10 chin lc gi cho hng may may: khi nim v gi v tm quan trng ca gi; cc yu t nh hng n vic nh gi; cc phng php nh gi; cc kiu nh gi; phng php nh gi cho sn phm mi. Gio vin nhn xt tng nhm v tng kt.

Phng php ging dy:


G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1

18


BT11: Cc nhm chun b v chin lc phn phi hng may mc: khi qut, cc knh phn phi, cn c la chn knh phn phi, cc hnh thc phn phi v mt s hot ng phn phi vt cht

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1

11

Bi 11: Chin lc phn phi sn phm thi trang (3/0/6)

19


5 nhm trnh by BT11 v chin lc phn phi hng may mc: khi qut, cc knh phn phi, cn c la chn knh phn phi, cc hnh thc phn phi v mt s hot ng phn phi vt cht. Gio vin nhn xt tng nhm v tng kt.

Phng php ging dy:

+ Thuyt trnh

+ Din ging

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1; G3.3; G4.1; G4.2; G4.3; G4.4

20


BT12: Cc nhm chun b chin lc truyn thng thng hiu hng may mc: khi qut v truyn thng marketing, m hnh truyn thng marketing v cc bc tin hnh, xc lp hn hp truyn thng v ngn sch.

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1; G3.3; G4.1; G4.2; G4.3; G4.4

12

Bi 12: Chin lc truyn thng sn phm thi trang (3/0/6)

21


Cc nhm trnh by BT12 v chin lc truyn thng thng hiu hng may mc: khi qut v truyn thng marketing, m hnh truyn thng marketing v cc bc tin hnh, xc lp hn hp truyn thng v ngn sch.

Phng php ging dy:

+ Thuyt trnh

+ Din ging

+ Tho lun lm vic nhm

G1.1; G1.2; G2.1; G2.2; G2.4; G2.5; G3.1

22


BT13: Cc nhm chun b cc cng c truyn thng marketing cho thng hiu thi trang.

G1.1; G1.2; G2.1; G2.2; G2.4; G2.5; G3.1

13

Bi 12: Chin lc truyn thng sn phm thi trang (tt) (3/0/6)

23


Cc nhm trnh by BT13 v 5 cng c truyn thng marketing ch yu cho thng hiu hng may mc:

+ Marketing trc tip

+ Marketing trc tuyn (digital marketing)

+ Qung co

+ Khuyn mi

+ Quan h cng chng (PR)

Phng php ging dy:

+ Thuyt trnh

+ Din ging

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1; G4.3; G4.4; G4.5; G4.6

24


BT14: Cc nhm chun b qun tr marketing hng may mc: Quy trnh qun tr marketing thi trang, lp k hoch, t chc h thng marketing, nh gi v kim sot hot ng marketing.

G1.3; G2.1; G2.2; G2.3; G2.4; G2.5; G3.1; G4.3; G4.4; G4.5; G4.6

14

Bi 13: Qun tr marketing thi trang (3/0/6)

25


Cc nhm c in cu (Case study) hoc nghe chuyn gia/nh qun tr/ngi kinh doanh hng may mc trnh by v cc vn qun tr marketing trong ngnh cng nghip may mc.

Phng php ging dy:

+ Nu vn , case study

G2.4; G2.5; G3.2; G4.1; G4.2

26


Cc nhm chun b k hoch marketing cho thng hiu ca nhm


15

Bo co k hoch marketing (3/0/6)

27


+ Bo co k hoch marketing ca nhm

+ n tp ht mn

Phng php ging dy:


+ Gii p cu hi

+ Nhn xt, nh gi


28


+ Cc nhm chnh sa v hon tt k hoch marketing cho thng hiu ca nhm v np k hoch thay cho tiu lun nhm.

G2.4; G3.2; G4.6

12. o c khoa hc:

Sinh vin khng sao chp cc bo co, tiu lun ca nhau.

Cc phn trch dn trong bo co, tiu lun phi ghi r xut s; tn tc gi v nm xut bn

13. Ngy ph duyt: ngy /thng /nm

14. Cp ph duyt:

Trng khoa

V Minh Hnh

T trng BM

Nguyn Ngc Chu

Ngi bin son

L Hoi Tun

15. Tin trnh cp nht CCT

Ln 1: Ni Dung Cp nht CCT ln 1:

Ngy.. thng..nm.

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