MASTER OF MARKETING PROGRAM

 

1. Program Overview

• Program name (Vietnamese): Marketing
• Program name (English): Marketing
• Degree level: Master’s
• Field of study: Marketing
• Code: 8340115
• Discipline: Business and Management
• Mode of study: Full-time

Quality assurance information: The Master’s program in Marketing at Ho Chi Minh City University of Industry and Trade is developed in accordance with the standards of educational quality issued by the Ministry of Education and Training (MOET), aiming for external evaluation and accreditation.

1.1. Training Objectives

1.1.1. Research-oriented Master’s Program

General Objective: The research-oriented Master’s program in Marketing provides learners with foundational and advanced knowledge of theories, methodologies, and modern research models in marketing. Learners will be able to identify and solve research problems, design and conduct independent scientific studies, and contribute to the development of marketing knowledge. After graduation, students will be qualified to pursue doctoral studies and engage in research, teaching, and academic consulting at universities and research institutes.

Specific Objectives:

• Knowledge: Learners master core concepts of modern marketing, including theories of market behavior, brand value management, customer experience in service environments, and digital marketing strategies. They are proficient in qualitative and quantitative research methods and modern data analysis tools, capable of building, developing, and testing research models with both academic and practical contributions.
• Skills: Learners can design and implement scientific research in marketing; analyze and synthesize theories, build arguments, and engage in academic debate. They are skilled in writing reports, publishing results in scientific journals, and presenting at professional conferences nationally and internationally.
• Autonomy & Responsibility: Learners can work independently, creatively, and proactively in scientific research; adhere to research ethics and academic responsibility. They can lead research groups, teach, and share knowledge, contributing to the development of the academic and practical marketing community.

1.1.2. Application-oriented Master’s Program

General Objective: The application-oriented Master’s program in Marketing equips learners with specialized knowledge, professional skills, and the ability to implement marketing solutions in a globally competitive and digitally transforming environment. Learners gain analytical, consulting, and decision-making skills to effectively manage marketing strategies, qualifying them for managerial, executive, or consulting roles in enterprises and organizations.

Specific Objectives:

• Knowledge: Learners acquire a solid theoretical foundation in market behavior drivers, customer value and brand management, modern approaches to customer experience, and digital applications in marketing. The program emphasizes the flexible application of analytical tools and strategic planning methods to solve business and management problems in the context of globalization and digital transformation.
• Skills: Learners develop the ability to design, implement, and evaluate marketing programs or campaigns in diverse contexts. They master market analysis, communication planning, customer relationship management, and brand development. The program also enhances project management, negotiation, teamwork, and persuasive presentation skills, preparing learners for managerial, executive, or consulting positions in marketing.
• Autonomy & Responsibility: Learners demonstrate initiative, creativity, and responsibility in their work; apply knowledge to make effective marketing decisions suited to real-world contexts. After graduation, they can take on marketing management roles in enterprises, organizations, or startups, while sharing practical experience and contributing to the development of the business community and the marketing industry.

2. Program Learning Outcomes

After completing the program, learners will have knowledge, skills, and professional competencies in the field of economic law and marketing as follows:

2.1. Research-oriented Master’s Program

After completing the program, learners will achieve the following:

• Knowledge: Analyze interdisciplinary knowledge in business and management, apply it to research and marketing practice; evaluate marketing theories systematically; critique research issues in Vietnam and internationally.
• Skills: Conduct independent research, design models, collect and analyze data; search, evaluate, and integrate scientific information; uphold research integrity and intellectual property rights.
• Interaction: Discuss and present scientific issues and research results in business and marketing; collaborate academically with constructive attitudes; communicate in foreign languages at level 4/6 of the Vietnamese language proficiency framework.
• Professional Competence: Apply critical thinking, technology, and research methods to create new knowledge, serve academic development, and solve practical marketing problems; manage and lead research groups or development projects in marketing.

 

Symbol	Learning Outcome Description	Competency Level
a. Knowledge
PLO1	Analyze interdisciplinary knowledge in business and management, applying it to solve research problems and marketing practice	C4
PLO1.1	Analyze and compare basic scientific knowledge, statistics, and information technology in business and management to apply in marketing research	C4
PLO1.2	Analyze social science knowledge in business and management to identify theoretical foundations for marketing research	C4
PLO2	Evaluate marketing knowledge systematically to provide critical assessments of marketing research issues	C5
PLO2.1	Evaluate key theories of marketing and marketing management through comparison and academic reasoning	C5
PLO2.2	Evaluate marketing research problems and situations in Vietnam and internationally, based on synthesized academic evidence	C5
b. Skills & Personal Qualities
PLO3	Apply proficiently the skills of designing and conducting independent research: problem identification, model building, data collection, and analysis	P4
PLO4	Apply proficiently the skills of searching, evaluating, and integrating information and scientific evidence in business and management	P4
PLO5	Establish scientific integrity, respect research ethics, and intellectual property rights in research	A5
c. Interaction Skills
PLO6	Apply proficiently the skills of discussing and presenting scientific issues and research results in business and marketing	P4
PLO6.1	Combine presentation, listening, critical thinking, and academic discussion skills with a constructive attitude in business and marketing	P4
PLO6.2	Apply proficiently foreign language skills in academic communication, presentation, and exchange of research results at a level equivalent to 4/6 of the Vietnamese Foreign Language Proficiency Framework	P4
d. Professional Competence (Autonomy)
PLO7	Apply critical thinking, technology, and research methods to create new knowledge, serving academic development and solving practical marketing problems	R4
PLO8	Apply proficiently the ability to manage, coordinate, and lead research groups or development projects in marketing	P4

v  Knowledge: Bloom’s Taxonomy – Cognitive domain

v  Behavioral skills: Bloom’s Taxonomy – Psychomotor domain

v  Emotional skills & attitudes: Bloom’s Taxonomy – Affective domain

v  Proficiency level: Crawley – Proficiency Rating Scale

2.2. Program Learning Outcomes for the Application-oriented Master’s Program

Symbol	Learning Outcome Description	Competency Level
a. Knowledge
PLO1	Analyze interdisciplinary knowledge in business and management to apply in marketing practice within enterprises	C4
PLO1.1	Analyze and compare basic scientific knowledge, IT, and statistics in business and management to apply in marketing	C4
PLO1.2	Analyze social science knowledge in business and management to support market research and marketing implementation	C4
PLO2	Evaluate marketing knowledge systematically to propose solutions and handle practical marketing situations	C5
PLO2.1	Evaluate key marketing theories through comparison and academic reasoning to support strategic planning	C5
PLO2.2	Evaluate marketing situations and solutions in Vietnam and internationally, based on synthesized practical and academic evidence	C5
b. Skills & Personal Qualities
PLO3	Apply proficiently the skills of designing and implementing marketing projects, including problem identification, planning, data collection, and analysis	P4
PLO4	Apply proficiently the skills of searching, analyzing, systematizing, and integrating information to support marketing decision-making	P4
PLO5	Establish academic integrity, professional ethics, and respect for intellectual property in marketing activities	A5
c. Interaction Skills
PLO6	Apply proficiently the skills of discussing, presenting, and defending marketing solutions to different stakeholders in practice	P4
PLO6.1	Combine presentation, listening, critical thinking, and academic-professional discussion skills with a constructive attitude in business and marketing	P4
PLO6.2	Apply proficiently foreign language skills in professional communication, presentation, and exchange of marketing solutions in international contexts, at a level equivalent to 4/6 of the Vietnamese Foreign Language Proficiency Framework	P4
d. Professional Competence (Autonomy)
PLO7	Apply critical thinking, technology, and analytical methods to improve marketing effectiveness in enterprises	R4
PLO8	Apply proficiently the skills of managing, coordinating, and leading marketing projects to achieve business goals in competitive environments	P4

v  Knowledge: Bloom’s Taxonomy – Cognitive domain

v  Behavioral skills: Bloom’s Taxonomy – Psychomotor domain

v  Emotional skills & attitudes: Bloom’s Taxonomy – Affective domain

v  Proficiency level: Crawley – Proficiency Rating Scale

3.1. Study Load of the Research-Oriented Training Program

No.	Component	Credits	Percentage
1	Philosophy	4	6.67%
2	Major Courses	29	48.33%
3	Research Topics & Internship	12	20.00%
4	Thesis	15	25.00%
Total	Accumulated Credits	60	100%

3.2. Study Load of the Application-Oriented Training Program

No.	Component	Credits	Percentage
1	Philosophy	4	6.67%
2	Major Courses, Course Projects, Research Topics	40	66.67%
3	Internship	8	13.33%
4	Project	8	13.33%
Total	Accumulated Credits	60	100%

4. Duration of Training: 1.5 years

5. Employment Positions After Graduation

No.	Job Position	Description
1	Specialist or Expert in Enterprises	Graduates can take on roles in marketing departments such as market research, brand management, communication and promotion, customer development and sales. They may advance to senior management positions like Chief Marketing Officer (CMO). With in-depth knowledge and practical skills, they are capable of analyzing markets, building and implementing marketing strategies, managing customer relationships, developing brands, and supporting businesses in enhancing competitiveness in the context of integration and digital transformation.
2	Specialist or Expert in Policy-Making Agencies	Graduates can work in ministries, government agencies, NGOs, or industry associations, serving as specialists or experts in developing, planning, and implementing market development policies, trade promotion, national brand management, and sectoral marketing strategies. Their knowledge of market research, consumer behavior, and trade–service policies enables them to effectively contribute to policy consultation and marketing strategy at the macro level.
3	Researcher or Lecturer at Vocational Institutions, Universities, and Academies	Graduates can become researchers at institutes or lecturers at vocational institutions, universities, and academies. They have the ability to design and conduct independent scientific research, publish results in specialized journals, and participate in teaching, guiding research, and contributing to academic knowledge development. This also provides a solid foundation for pursuing doctoral programs domestically or abroad.

 

6. Learning Capacity and Further Study After Graduation

After completing the Master’s program in Marketing, graduates may continue their studies at the doctoral level (PhD) in Marketing or pursue PhD programs in other related fields, provided they supplement any necessary knowledge requirements.

7. Curriculum Content

7.1. Curriculum Content of the Research-Oriented Program

No.	Course Code	Internal Code	Course Title	Credits
Semester 1: 19 Credits
Compulsory Courses				19(19,0)
1	100409	11100012	Philosophy	4(4,0)
2	102901	13100023	Research Methodology in Business	3(3,0)
3	103319	19100115	Modern Marketing Theory	3(3,0)
4	103320	19100116	Marketing Strategy	3(3,0)
5	103321	19100117	Customer behavior	3(3,0)
6	103322	19100118	Strategic Brand Management	3(3,0)
Semester 2: 20 Credits
Compulsory Courses				6(1,4)
1	103323	19102129	Research topic 1	3(1,2)
2	103324	19102130	Research topic 2	3(1,2)
Elective Courses				14(14,0)
	Group 1 (Select at least 4 courses = 12 credits)
1	103342	19100119	Marketing Research	3(3,0)
2	102899	19100120	Modern marketing management	3(3,0)
3	103326	19100121	Services Marketing Management	3(3,0)
4	103082	19100122	Digital Marketing	3(3,0)
5	103327	19100123	Marketing Management in the digital age	3(3,0)
6	103328	19100124	Integrated Marketing Communications Management	3(3,0)
7	103329	19100125	Marketing planning	3(3,0)
8	102905	13100026	Business Ethics and Corporate Social Responsibility	3(3,0)
	Group 2 (Select at least 1 courses = 02 credits)
9	103331	19100127	Artificial Intelligence in marketing	2(2,0)
10	103332	19100128	Digital Content Management	2(2,0)
Semester 3: 21 Credits
1	103333	19102131	Research topic 3	3(1,2)
2	103334	19104132	Internship	3(0,3)
3	103335	19106133	Master’s Thesis	15(0,15)

 

7.2. Application-Oriented Training Program

No.	Course Code	Internal Code	Course Title	Credits
Semester 1: 19 Credits
Compulsory Courses				19(19,0)
1	100409	11100012	Philosophy	4(4,0)
2	102901	13100023	Research Methodology in Business	3(3,0)
3	103319	19100115	Modern Marketing Theory	3(3,0)
4	103320	19100116	Marketing Strategy	3(3,0)
5	103321	19100117	Customer behavior	3(3,0)
6	103322	19100118	Strategic Brand Management	3(3,0)
Semester 2: 21 Credits
Compulsory Courses				0(0,0)
Elective Courses (Select at least 7 courses = 21 credits)				21(21,0)
1	103342	19100119	Marketing Research	3(3,0)
2	102899	19100120	Modern marketing management	3(3,0)
3	103326	19100121	Services Marketing Management	3(3,0)
4	103082	19100122	Digital Marketing	3(3,0)
5	103327	19100123	Management in the digital age	3(3,0)
6	103328	19100124	Integrated Marketing Communications Management	3(3,0)
7	103329	19100125	Marketing planning	3(3,0)
8	102905	13100026	Business Ethics and Corporate Social Responsibility	3(3,0)
9	103336	19100134	Innovation Management and Product Development	3(3,0)
10	103337	19100135	Price policy and revenue management	3(3,0)
11	102907	20100001	Global supply chain management	3(3,0)
Semester 3: 18 Credits
Compulsory Courses				18(2,16)
1	103338	19100137	Marketing Practicum	2(2,0)
2	103339	19104138	Internship	8(0,8)
3	103340	19106139	Master’s Project	8(0,8)
Elective Courses (Select at least 1 courses)				2(2,0)
4	103331	103331	Artificial Intelligence in marketing	2(2,0)
5	103332	103332	Digital Content Management	2(2,0)
6	101550	18101046	International trade law	2(2,0)
7	101551	18101047	Vietnam Business Law	2(2,0)