MKT 101 - PRINCIPLES OF MARKETING

First Semester AY 2012-2013

Anna A. Mendiola
amendiola@ateneo.edu
I.

COURSE DESCRIPTION
A study that builds on the evolution of modern management toward a marketing-oriented
view of business; stressing the underlying principle of the marketing concept; and
integrating concepts in relation to consumer needs, marketing information, product
development, pricing, distribution, selling, advertising, and promotions.

II.

COURSE OBJECTIVES
At the end of the course, the student should:
a. Understand the basic principles, theories, concepts and dynamics of Marketing.
b. Apply these principles and tools in case analysis and to practical business decisionmaking situations.
c. Integrate the concepts/techniques learned through application in the preparation of a
comprehensive marketing plan.
d. Appreciate and learn more about Marketing as a career.

III.

TEXTBOOK
Philip Kotler and Gary Armstrong. Principles of Marketing. 144h Edition.

IV.

COURSE OUTLINE
A. DEFINING MARKETING AND THE MARKETING PROCESS
Course Overview
Marketing: Creating and Capturing Customer Value
Partnering to Build Customer Relationships
B. UNDERSTANDING THE MARKETPLACE AND CONSUMERS
Analyzing the Marketing Environment
Managing Marketing Information
Consumer Markets & Consumer Buyer Behavior
Business Markets & Business Buyer Behavior
C. CREATING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MIX
Customer-Driven Marketing Strategy
SUBMIT PROJECT PAPER #1: Parts I to III
Product, Services and Branding Strategies/New Product Development
Pricing Considerations and Strategies
SUBMIT PROJECT PAPER #2: Parts IV to VII
Distribution Considerations and Strategies
Integrated Marketing Communications Strategy
Understanding/Developing the Promotions Mix
Marketing Arithmetic: Preparing Financial Projections
SUBMIT PROJECT PAPER #3: Parts VIII to X
D. SOCIAL RESPONSIBILITY AND ETHICS
SUBMISSION OF FINAL MARKETING PLAN
FINAL ORAL DEFENSE

Chap 1
Chap 2
Chap
Chap
Chap
Chap

3
4
5
6

Chap 7
Chaps 8-9
Chaps 10-11
Chaps 12-13
Chap 14
Chaps 15-17
Appendix 2
Chap 20

V. COURSE REQUIREMENTS AND GRADING SYSTEM

GRADING SYSTEM
Class Participation
Quizzes/Assignments
Written Analyses of Cases (WACs)

15 percent
20 percent
15 percent

Group Project Papers (3)

Final Marketing Plan
Mock Defense
Final Oral Presentation

15 percent
5 percent
10 percent
20 percent

GRADE EQUIVALENTS
3.76
3.31
2.81
2.31

to
to
to
to

4.00
3.75
3.30
2.80

92-100
87-91
83-86
79-82

A
B+
B
C+

1.81 to 2.30
1.00 to 1.80
Below 1.00

76-78
70-75
Below 70

C
D
F

Notes about Specific Requirements:

1. Class Participation (15%) - Class participation is highly encouraged as it provides a good
gauge of students interest in the subject.
2. Quizzes/Assignments (20%) - Quizzes will be unannounced with no makeup quizzes to be
given. Other assignments shall be given as needed.
3. Written Analyses of Cases or WACs (15%) Students are expected to analyze and
recommend what to do in specific business situations by applying concepts and principles
learned in class.
4. Group Project Papers (15%) Each group is required to submit partial Project Papers that
will serve as periodic updates of their progress in completing the Marketing Plan. These project
papers will be graded.
5. Mock Defense (10%) & Final Marketing Plan (5%) - These are the culminating activities
that will help integrate all concepts discussed in class. Each group is expected to come up with
a comprehensive marketing plan for an approved product or service. (An outline is provided
for your guidance). Focus should be on the development of sound, feasible & effective
marketing programs that the student can defend in oral presentation. There will be a graded
mock defense before Final Oral Presentation.
6. Final Oral Presentation (20%) Each group will present their marketing plan to a panel of
guest judges. The grade to be given by the panel will be considered final.
VI. POLICIES
1. Mobile phones should be turned off or kept in silent mode during class hours.
2. Attendance will be checked. Students who are 15 minutes late and have no valid explanation
for their tardiness will be considered absent.
3. The JGSOM dress code will be strictly enforced. Eating or drinking in class will not be allowed.
4. Dishonesty in all forms will be strongly penalized.
5. Students will be asked to force-rank themselves and other members of their respective groups
for all group activities. The basis for their rankings will be the degree and significance of each
members relative contribution to the group effort. These rankings will be considered in the
grading of group work activities

CONSULTATION HOURS:

Tuesday / Thursday
Wednesday

: 2:00 3:00 pm
: 2:00 4:00 pm

DEPARTMENTAL MARKETING PLAN OUTLINE

Project Summary 5-10 pages to be submitted separately
PICS Title Page
I.

Marketing Background
A. Overview of the Industry
1. Market Size (Volume / Value)
2. Market Trends (Past 3-5 years)
B. Market Profile (General purchase and usage habits)
C. Environmental Analysis
1. Analysis of Opportunities and Threats
2. Key Success Factors

II.

Competitive Analysis
A. Competitive Positioning
B. Market Shares/ Sales Volume / Sales and Profit Trends
C. Marketing Strategies (for each of the 4 Ps)
D. Strengths and Weaknesses of Competition (in terms of 4 Ps)

III.

Company Background
A. Company Profile
B. Current Position of the Company/Brand in the Market
C. Company/Brand Strengths and Weaknesses Analysis
D. Brand Consumer Profile
1. Identified Market Segments
2. Market Needs Being Addressed
3. Buying Patterns
4. Usage Habits
E. Present Marketing Strategy
1. Segmentation, Targeting and Positioning
2. Marketing Mix (Four Ps)
3. Competitive Strategies Employed

IV.

Identified Market Opportunity

V.

Proposed Target Market

A. Demographics
B. Psychographics
C. Behavioral
D. Geographic

VI.

Marketing Objectives
A. Overall Marketing Objectives
(A Brief Description of the Plans Short Term Goals, i.e. 3 years)
B. Specific Objectives and Targets (3 years)
1. Market Shares
2. Sales (Volume and Value)
3. Profits
4. Distribution

VII.

Overall Marketing Strategy

(A Brief Description of Overall Strategy for the Brand
Positioning Statement)

VIII. The Marketing Mix

(Should always be in comparison to competition)
A. Product
1. Product Strategy
2. Product Description / Features / USP
3. Packaging
B. Pricing
1. Pricing Strategy
2. Detailed Product Costing
3. Selling Price Index vs. Competition
C. Distribution
1. Distribution Strategy
2. Trade Channels
3. Distribution Scheme
D. Promotions
1. Overall Promotions Strategy
2. Advertising
3. Consumer and Trade Activities
4. Merchandising / Point of Purchase Materials
5. Publicity / Public Relations / Events
IX.

3-Year Financial Forecasts

A. Sales Volume/Value Projections
B. Detailed Marketing Budget and Marketing Timetable
C. Income Statement

X.

Attachments / Appendices