TI LIU HNG DN VIT TIU LUN MN HC: MARKETING I. I TNG, MC CH 1.

i tng Sinh vin i hc ( Ngnh bo him, K ton, Qun tr nhn lc). 2. Mc ch - nh gi kin thc tch ly c trong qu trnh hc tp trn lp. im tiu lun c tnh trong s 0,7 trong im tng kt mn hc. - Rn luyn cho sinh vin phng php phn tch khoa hc cc vn trong thc tin marketing. - Rn luyn cho sinh vin phng php thu thp thng tin, ti liu. - Gip sinh vin rn luyn kh nng vit tiu lun,kh nng trnh by mt ni dung khoa hc nh. II. QUY NH V NI DUNG B CC VA TRNH BY 1.Ni dung - Bi tiu lun phi nu v phn tch r cc quan im khoa hc, dng cc ti liu thu thp c m phng v chng minh cho cc quan im, vn nu ra. Mt khc, qua phn tch thc trng c th rt ra cc kt lun v nhng thnh cng ( Mt mnh, u ), nhng hn ch ( Mt yu km, nhc ) v nhng hng gii php pht huy nhng thnh cng ( mt mnh, u ) v khc phc nhng mt hn ch, t nng cao hiu qu cng tc marketing ca t chc. - ti nghin cu do sinh vin luwcaj chn hoc do gio vin ph trch mn hc ch nh, da trn c s cc nh hng do gin vin cung cp. yu cu tn ti pahir ng gn , xc tch. V d: Chnh sch nhn hiu sn phm ca hng in thoi di ng Nokia th trng Vit Nam. 2. B cc. Tiu lun thng bao gm nhng chng ( phn, mc ) sau: Li ni u: ( nu l do chn ti ) CHNG (PHN, MC): C s l lun ca vn nghin cu. Nu cc quan im, c s khoa hc trn nn tng l lun ca khoa hc Marketing v vn nghin cu la chn. V d: nu cc c s l lun v nhn hiu sn phm v chnh sch nhn hiu sn phm ( l thuyt Marketing v vn ny )

CHNG( PHN, MC ) 2: Phn tch thc trng vn marketing m ti nghin cu mt phm vi, t chc c th c trong thc tin. Ni dung chng( Phn, mc) ny: d trn c s s liu thu thp ct thc trng i tng nghin cu v c s l lun phn tch nhng thnh cng v nhng mt hn ch ( u, nhc im ) v nguyn nhn ca nhng thc trng . V d: Phn tch thc trng xy dng v thc hin cc chnh sch v nhn hiu sn phm ca hng in thoi di ng Nokia th trng Vit Nam. - Phn tch quan im khoa hc da trn h thng ti liu thu thp t ngun ca 1 hay nhiu t chc. - nh gi chung v thc trng vn nghin cu ( Nhng thnh cng u im v nhc im, mt mnh v mt hn ch ) ca thc trng vn Marketing nghin cu). CHNG(PHN, MC) 3: Cc nh hng, gii php,kin ngh. nh hng, gii php va khuyn ngh nhm pht huy nhng mt mnh v khc phc nhng nhc im hay hn ch trong hot ng Marketing ca t chc. V d: nhng nh hng, gii php v kin ngh trong xy dng v thc hin cc chnh sch v nhn hiu sn phm ca hng in thoi di ng Nokia th trng Vit Nam. Phn cui ca tiu lun c: Danh mc ti liu tham kho Ph lc (nu c) 3. V trnh by Tiu lun phi c trnh by ngn gn, r rng, mch lc, sch s, khng c ty xa, c nh s trang, nh s bng biu, hnh v, th nu c. Tiu lun phi c ng thnh quyn Ba tiu lun phi in trn ba cng ( khng nh s th t trang ba ) 3.1. Son tho vn bn - Yu cu c th c vit tay hoc nh my. - C nh s trang - Nu c bng biu, hnh v th trnh by theo chiu ngang ca kh giy th u bng l l tri ca trang. - Tiu lun c nh my hoc vit trn mt mt giy trng kh A4 (210*297mm), C s lng trang theo quy nh tng ng cho tng cp o to, C th:

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3.2.Cch nh s cc mc - Cc tiu mc ca tiu lun c trnh by v nh s thnh nhm ch s, nhiu nht gm 4 ch s vi s th nht ch s chng, V d: 2.1.3.4: Ch tiu mc 4 ca nhm tiu mc 3 mc 1 chng 2 - Ti mi nhm ca tiu mc phi c t nht 2 tiu mc. 3.3.Bng biu, hnh v, cng thc. - Bng biu, hnh v phi ngn gn, c ng. - Vic nh s bng biu, hnh v phi gn vi s chng. V d: Hnh 3.1 c ngha l hnh th 1 trong chng 3. - Mi th, bng biu ly t ngun khc phi c trch dn y ( ngun c trch dn phi c lit k chnh xc trong danh mc ti liu tham kho ) Ch : u ca bng biu phi ghi pha trn bng, u ca hnh v phi ghi pha di hnh. - Cc bng, hnh v di c th nhng trang ring nhng phi tip theo ngay phn ni dung cp ti bng, hnh v ln u tin. - Cc hnh v phi c v sch s bng mc en c th sao chp li, c nh s v ghi y u , c ch bng c ch s dng trong vn bn. - Khi cp n bng biu, hnh v phi nu r s ca hnh hoc bng biu , v d: c nu trong bng 3.1 hoc hnh 3.2 - Vic trnh by cng thc: phi thng nht trong ton tiu lun v cch trnh by cng thc. 3.4. Vit tt - Ch vit tt nhng t, cm t hoc thut ng c s dng nhiu ln trong tiu lun. - Khng vit tt nhng cm t di, nhng mnh ; khng vit tt nhng cm t t xut hin trong bi. - Nu cn vit tt nhng t, thut ng, tn c quan, t chc Th c vit tt sau ln th nht c km theo ch vit tt trong ngoc n. - Nu trong bi c nhiu ch vit tt th phi c bng danh mc bng ch vit tt xp theo th t ABC phn u tiu lun. 3.5.cch trch dn v vit danh mc ti liu tham kho.
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- Trch dn ti liu tham kho + Vic trch dn, tham kho ch yu nhm tha nhn ngun ca nhng tng c gi tr v gip ngi c theo c mch suy ngh ca tc gi, khng lm tr ngi vic c. + Mi kin, khi nim c ngha , mang tnh cht gi khng phi ca ring tc gi v mi ngi tham kho khc phi c trch dn v ch r ngun danh mc ti liu tham kho ca tiu lun. phi nu r c vic s dng nhng xut hoc kt qu ca ng tc gi. Nu s dungjt i liu ca ngi khc v ca ng tc gi( Bng biu, hnh v)m khng ch dn tc gi v ngun ti liu th bi vit s khng c chm im. + Nu khng c iu kin tip cn c ti liu gc m phi trch dn thng qua ti liu khc th phi nu r cch trch dn ny, ng thi ti liu gc c lit k trong danh mc ti liu tham kho ca tiu lun. + Khi trch dn 1 on hay t hn 2 cu hoc 4 dng nh my th c th s dng du ngoc lp m u v kt thc phn trch dn. Nu cn trch dn di hn th phi tch phn ny thnh 1 on ring khi phn ni dung ang trnh by, vi l tri li vo thm 2cm. khi ny m u v kt thc on trch ny ko phi s dng du ngoc kp. + Vic trch dn l theo s th t ca ti liu danh mc ti liu tham kho V dc t trong ngoc vung, khi cn c c s trang, v d: [12 , tr .213 ] i vi phn c trch dn t nhiu ti liu khc nhau, s ca tng loi ti liu c t c lp trong tng ngoc vung , theo th t tng dn, v d: [12 ] , [15 ] , - Danh mc ti liu tham kho + Ti liu tham kho c xp theo ring tng ngn ng ( Vit, Anh, Php,) Cc ti liu ting nc ngoi phi gi nguyn vn, khng phin m, khng dch, k c ti liu bng ting trung quc, Nht( i vi nhng ti liu s dng ngn ng cn t ngi bit n c th thm phn dch bng ting vit i km theo mi ti liu) + Ti liu tham kho xp theo th t ABC h tn tc gi theo thng l ca tng nc: Tc gi l ngi nc ngoi: xp theo th t ABC theo h Tc gi l ngi Vit nam: xp th t ABC theo tn nhng vn gi nguyn th t thng thng ca ngi vit nam, khng o tn nn trc h. Ti liu khng c tn tc gi th xp theo th t ABC t u ca tn c quan ban hnh bo co hay n phm ny,v d: Tng cc thng k xp vo vn T, v.v + Ti liu tham kho l sch, lun v, tiu lun, bo co phi ghi y cc thng tin sau: Tn tc gi hoc c quan ban hnh 9 khng c du ngng cch ) ( Nm xut bn ), t trong ngoc n, du phy sau ngoc n. Tn sch, tiu lun hoc bo co, 9 vit nghing, du phy cui tn) Nh xut bn, (du phy cui tn nh xut bn)

Ni xut bn. (Du chm kt thc ti liu tham kho) 3.6.Ph lc ca tiu lun (nu c) Phn ny bao gm nhng ni dung cn thit nhm minh ha hoc b tr cho ni dung ca bi tiu lun nh s liu, mu biu, tranh nh ph lc khng c gia hn phn chnh ca tiu lun III.NH HNG TI C TH LA CHN 1. nh hng ca cc yu t mi trng n hot ng Marketing ca ngnh cng nghip ng tu Vit Nam( Doanh nghip B, Vin nghin cu B, Siu th D) 2. Hot ng nghin cu th trng khi cc cng ty t nhn trn a bn H Ni ( a ban A, B, C ).
3. Hot ng ca h thng thng tin Marketing doanh nghip A Vin nghin cu B,

Siu th D, trng hc E 4. i mi hot ng Marketing tp on Samsung trn a bn Vit nam Vin nghin cu B, Siu th D, trng hc E 5. Hot ng marketing trong pht trin sn phm mi cng ty Toyota Vit Nam Vin nghin cu B, Siu th D, trng hc E 6. Cc nhn t nh hng n hnh vi mua vn phng phm ca cc trng hc Vin nghin cu B, Siu th D, trng hc E 7. Cc nhn t nh hng n hnh vi mua ca khch hng la ngi tiu dng ddiaaj bn h ni ( khch hng tiu dng l sinh vin, hc sinh ) 8. Nhng yu t nh hng n sc mua vn phng phm ca khi c quan nh nc Vit nam 9. Xy dn v pht trin th trng mc tiu ca ngnh Da - giy Vit nam (doanh nghip A Vin nghin cu B, Siu th D, trng hc E) 10. Chnh sch nhn hiu sn phm ca ngnh git may Vit Nam (Ca Trng HLXH, Siu th BIGC,) 11. Chnh sch bao gi ca cng ty bnh ko kinh ( siu th A, trung tm thng mi B) 12. Chnh sch marketing v chugnr loi sn phm ca (doanh nghip A Vin nghin cu B, Siu th D, trng hc E) 13. Hot ng chuyn nhng quyn s dng thng hiu (Franchise) tp on c ph trung nguyn (doanh nghip A Vin nghin cu B, Siu th D, trng hc E) 14. Chnh sch sn phm ca tp on nokia trn th trng Vit nsm (doanh nghip A Vin nghin cu B, Siu th D, trng hc E) 15. Xy dng v hon thin h thng gi tiu th mt s loi sn phm ch yu cng ty giy thng nh (ngnh B, siu th C)
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16. Thc trng hot ng ca h thng phn phi Doanh nghip A, siu th C 17. Hot ng ca h thng bn l hng tiu dng siu th BigC, ( Trung tm thng mi A 18. Thc trng hot ng qung co qua truyn hnh lin doanh Hona Vit Nam ( Doanh nghip A, Vin nghin cu b, Trng hc C) 19. Hot ng xc tin bn hng cng ty ( Siu th, Ca hng B,C) 20. Hot ng PR trung tm dng lo ph Din T Lim H Ni ( Tp on bo him A, vin nghin cu B, trng hc C) 21. Hot ng bn hng c nhn siu th A, doanh nghip B, TTTM C 22. Hat ng Marketing trc tip sao Kim Pharma ( Siu th B) 23. Thc trng xy dng v pht trin thng hiu trng H quc t RMIT ( Doanh nghip A, Vin nghin cu b, Trng hc C) 24. Thc trng hot ng chm sc khch hng ca tp on bo him nhn th Bo Vit ( Doanh nghip A, Vin nghin cu b, Trng hc C) 25. Hot ng khuyn mi Siu th makco ( Doanh nghip A, Vin nghin cu b, Trng hc C) IV:K HOCH THC HIN Bc 1: Gio vin ging giy pht ti liu hng dn vit tiu lun cho sinh vin t nht 6 tit trc khi kt thc mn hc. Bc 2: Mi sinh vin t la chn ly 1 hng ti hoc theo ch nh ca ging vin ph trch mn hc, da trn s thch c nhn v kh nng thu thp thng tin v kh nng trnh by ca mnh sau ng k chnh xc tn ti cho lp trng. Bc 3: Lp trng lp v np bn danh sch ng k ti tiu lun mn hc cho gio vin ging dy. Bc 4: Ging vin ch ng b tr thi gian hng dn sinh vin ti lp. Thi gian do ging vin v sinh vin t tha thun. Bc 5: Sinh vin vit v np tiu lun cho lp trng, sau lp trng np ton b bi tiu lun c xp theo th t trong danh sch tn ti ca tng hc vin ln vn phng khoa ( Sinh vin khoa no th np v vn phng khoa )

Thi gian np tiu lun v danh sch nn vn phng khoa ty theo thng bo ca phng o to. ( m bo cho sinh vin c t nht 3 ngy hon thnh bo tiu lun sau khi kt thc chng trnh ) Bc 6 (nu c): B mn chia cc ban chm tiu lun nhm iu kin c thng bo v ln lch t chc cho sinh vin cc nhm, lp c lin quan bo co v bo v. Lu : Gio vin ging dy ch ng c k hoch thc hin c th ring cho tng lp ph hp vi quy nh chung trn. V: TIU CH CHM IM STT 1 2 3 TIU CH - B cc hp l r rng - Tnh chnh xc, y ca l lun 1,0 2,0 IM TI A

- Tnh trung thc ca ti liu, kh nng thu thp v 4,0 phn tch ti liu - Tnh sng to v kh thi ca gii php - Trnh by vn bn v vn phong - Tng cng 2,0 1,0 10

4 5 6

Ghi ch: - Tnh trung thc ca tiu lun ni chung do cc ging vin chm tiu lun nh gi. Ty theo mc m bi tiu lun c th b tr 59% n 100% s im nu b pht hin tnh khng trung thc ca bi tiu lun. - Trn y l nhng hng dn chung. Nhng vn c th do gio vin trc tip ging dy hng dn thm. Trng b mn

Thc s: Phan Th Phng

TRANG MC LC CA TIU LUN ( Nn xp xp gn trong 1 trang giy ) MC LC Trang Mc lc Danh mc cc k hiu, cc ch vit tt nu c Danh mc cc bng nu c Danh mc cc hnh v, th nu c M U Chng 1 1.1 1.2 Chng 2 2.1 2.2 Chng 3 KT LUN TI LIU THAM KHO PH LC ( NU C )

BA TIU LUN

TRNG I HC LAO NG X HI B MN QUN TR DOANH NGHIP

TIU LUN MN HC MARKETING CN BN Tn ti:

Sinh vin(hc sinh) thc hin : Lp Gio vin hng dn : :

H Ni nm 2011