COURSE SYLLABUS

COURSE TITLE
COURSE CODE
COURSE CREDIT:
PREREQUISITE
PLACEMENT

:
PRINCIPLES OF MARKETING
:
MKTG 1
3 UNITS (54 HOURS LECTURE)
:
NONE
:
SECOND SEMESTER / FIRST YEAR

COURSE DESCRIPTION :
This course provides the student with full understanding of marketing as a tool system of interacting business, social, and economic activities
and processes. Both the traditional and contemporary thought of marketing is presented. The various marketing functions such as marketing
research, product planning, the promotion mix, the four P2 involved in the efficient flow of goods from the producer to the consumer are
discussed, analyzed and studied through the use of cases touching on.

GENERAL OBJECTIVES:
At the end of the course, the student is expected to:
1. Understand and appreciate the importance and the role of marketing in a nation's economy and in business.
2. Know and understand the basic principles of marketing.
3. Understand the marketing functions.
4. Acquire confidence in one's role as a consumer.
5. Relate the marketing principles and functions to business and economic situations.
6. Imbibe the values of nationalism, honesty, hard work, and dynamism.

COURSE REQUIREMENTS:
1.
1.
2.
3.

Attendance and punctuality in class.

Be in complete and proper uniform.
Active participation in class discussions and activities.
To pass all major exams

Course Evaluation :
A. Class Standing (60% of Grade):
Attendance
10%
Class Participation 20%

Projects/Reprots
Quizzes

20%
50%
100%

B. Major Exams (Prelim/Midterm/Finals) (40% of Grade)

Grading System:

Prelim Grade = Class Standing (60%) + Prelim Exams (40%)

Midterm Grade = Class Standing (60%) + Midterm Exams (40%)

Final Grade

= Class Standing (60%) + Final Exams (40%)

Final Grade = 30% Prelim Grade+30% Midterm Grade+40% Final Grade

COURSE OUTLINE :
SPECIFIC OBJECTIVES
At the end of the session, the students
should be able to:
1. Know the scope of the course and the
requirements.
2. Express his/her expectations of the
course.

1. Know the definition and concept of

marketing.
2. Understand and explain the core
concepts of marketing by giving
examples.
3. Analyze the functions involved in
marketing management.
4. Compare the marketing management
philosophies and how they relate to
marketing decisions.

COURSE OUTLINE
Overview of the course
Leveling of expectations
Orientation on the
requirements of the course
Part I
UNDERSTANDING
MARKETING AND THE
MARKETING PROCESS
Chapter 1--Marketing in a
Changing World: Creating
Customer Value
A. What is marketing?
B. Core concepts
C. Marketing management
D. Marketing management
philosophies
Integration

METHODOLOG
Y
Informal
discussion

Readings
Lecture
Question and
answer

TIME
ALLOTME
NT
2 hours

3 hours

VALUES
INTEGRATION

EVALUATIVE
MEASURES

Self-confidence
Openness
Determination

Diligence
Patience
Analytic
thinking

Recitation
Quiz

1. Know the definition of all important terms

in the chapter.
2. Understand what strategic planning is all
about and how it is applied to marketing
process.
3. Illustrate business portfolio.
4. Analyze how strategic planning
contributes to marketing decisionmaking.
1. Identify the components of
microenvironment and macroenvironment and to be able to
cite examples of events and
situations that clearly illustrate the
levels of both environments.

1. Understand the marketing research

process.
2. Know the components of marketing
information system.
3. Explain the importance of marketing
research and where it fits into the
marketing information system.
4. Know how marketing research is used
to analyze marketing opportunities.
1.
2.
3.
4.

5.

Know and explain the model of

consumer buyer behavior.
Identify and illustrate the factors
affecting the consumer buying
behavior.
Explain the buying roles.
Know the types of buying decision
behavior.
Understand the role of the marketer in
the buying decision process for both

Chapter 2 -- Strategic
Planning and the
Marketing Process
A. Strategic planning
B. Designing the business
portfolio
C. The marketing process
D. Managing the marketing
effort
Wrap-up
Chapter 3The Marketing
Environment
A. The company's
microenvironment
B. The company's
macroenvironment
Conclusion
Part II
ANALYZING MARKETING
OPPORTUNITIES
Chapter 4--Marketing
Research and Information
Systems
A. The marketing research
and information systems
B. The marketing research
process
Integration
Chapter 5--Consumer
Markets and Consumer
Buyer Behavior
A. Model of Consumer
Behavior
B. Characteristics affecting
consumer behavior
C. Consumer buying roles
D. Types of buying decision
behavior

Readings
Lecture
Question and
answer
Workshop

4 hours

Critical thinking
Diligence
Focus

Written
homework
Quiz

Readings
Discussion
Group work

4 hours

Enthusiasm
Unity

Research work
Quiz

Lecture
Visit the MISD
Dept. and
observe
Discussion

4 hours

Unity and
teamwork
Interest
Hard work

Group research
Recitation
Quiz

Readings
Situation
analysis
Presentation of
short skits

5 hours

PRELIMINARY
EXAMINATION

Promptness
Obedience
Cooperation
and teamwork

Graded
homework
Case analysis
Recitation
Quiz

existing products and new products.

1.
2.

Know the types of business market.

Know the buying behavior of the
business markets.
3. Differentiate the business market from
the consumer market.

1. Understand the important terms

involved in the chapter.
2. Illustrate how marketing segmentation is
done.
3. Demonstrate how business firms go
about targeting market/s.
4. Know the importance of effective market
segmentation, targeting, and positioning.

1. Know the definition of product.

2. Classify products and give examples.
3. Know the important decisions involved in
product line, branding, packaging,
labeling, services, and product mix.
4. Brainstorm on new product
development. Then create the
branding, packaging, and
labeling of
product for presentation to class.

E. The buyer decision

process
F. The buyer decision
process for new products
Conclusion
Chapter 6--Business
Markets and Business
Buyer Behavior
A. Business markets
B. Business buyer behavior
C. Institutional and
government markets
Conclusion
Part III
SELECTING TARGET
MARKETS
Chapter 7--Market
Segmentation, Targeting,
and Positioning for
Competitive Advantage
A. Markets
B. Market segmentation
C. Market targeting
D. Positioning for competitive
advantage
Integration
Part IV
DEVELOPING THE
MARKETING MIX
Chapter 8--Designing
Products: Products,
Brands, Packaging, and
Services
A. What is a product?
B. Product classification
C. Individual product
decisions
D. Product line decisions
E. Product mix decisions
Summary

Briefing
Business game/s
Open discussion

4 hours

Unity
Cooperation

Internet
research
Recitation
Quiz

Lecture
Quiz Bee
Question and
answer

5 hours

Determination
Diligence

Graded
homework
Quiz
Recitation

Readings
Lecture
Workshop-Create a
product, brand,
package, label

5 hours

Ingenuity
Teamwork
Harmony
Interest
Resourcefulnes
s

Group project
(Product
creation)
Critique
Graded
discussion
MIDTERM
EXAMINATION

1. Know the various factors affecting

pricing decisions.
2. Demonstrate how prices are computed
using the different pricing approaches.
Analyze the pricing strategies adopted
by certain companies selling consumer
products.
1. Identify the various distribution channels.
2. Visit and observe some nearby retail and
wholesale stores. Then compare the
difference in the selling practices of both
establishments.

1. Explain the process involved in

developing a promotional campaign.
2. Critique current advertisements on TV,
radio, and print.
3. Identify the role performed by a marketer
in developing product promotion.
4. Know the advantages and disadvantages
of the approaches in promoting products.
5. Explain the important considerations
involved in promoting products.
6. Compute the budget for advertising
using the various approaches.
1. Discuss and react on current issues on
the social responsibility of marketing.
2. Explain social responsibility in the light of
marketing ethics.
3. Analyze real cases on social
responsibility undertaken by local firms.
4. Suggest ways of strengthening the

Chapter 9--Pricing
Products: Pricing
Considerations and
Approaches
A. Factors to consider when
setting prices
B. General pricing
approaches
Conclusion
Chapter 10--Placing
Products: Retailing and
Wholesaling
A. The nature of distribution
channels
B. Retailing
C. Store retailing
D. Retailer marketing
decisions
E. Wholesaling
F. Types of wholesalers
Chapter 11--Promoting
Products: Advertising,
Sales Promotion, Public
Relations, and Personal
Selling
A. Steps in developing
effective communication
B. Advertising
C. Major decisions in
advertising
D. Sales promotion
E. Public relations
F. Personal selling

Lecture
Seatwork
Board work

4 hours

Determination
Focus

Quiz
Graded
seatwork

Lecture
Group
observation
Case analysis

4 hours

Cooperation
Eagerness to
learn
Sense of
fulfillment

Recitation
Written critique
Graded
individual
analysis

Video
presentation of
TV ads
Lecture
Open discussion
Group work
Role playing on
personal selling

6 hours

Versatility
Unity
Determination
Cooperation
Sense of
responsibility
Creativity

Graded
participation
Graded
assignment
(clippings of
print
advertisement)
Group project
Quiz

Chapter 12--Marketing and

Society: Social
Responsibility and
Marketing
Ethics
A. Social criticisms of
marketing

Lecture
Group critique
Brainstorming
Debate

4 hours

Critical thinking
Awareness on
social values
Social
responsibility

Graded
participation
Written
assignment
Recitation
FINAL

company programs on social

responsibility.

B. Citizen and public actions

to regulate marketing
C. Business actions toward
socially responsible
marketing

EXAMINATION

TEXTBOOKS/ REFERENCES:
Perrault, Jr., W.D., Cannon, J.P. & McCarthy, E.,Basic Marketing:A Marketing Strategy Planning Approach New York:
McGraw-Hill,2010

Roberto, Ned. (2006). User-Friendly Marketing Research. - - 3rd ed. Makati City: Life Cyclep Press, 2006
Roberto, N. & Roberto A., The Best of Marketing Rx for Brand and Marketing Executives.Manila:Anvil Publishin,2009
Zeithaml, V.A., Bitner, M. J. & Gremier, D.D., Services Marketing: Integrating Customer Focus Across the Firm.

New York:
McGraw- Hill,2010
Armstrong, G. & Kotler, P.. Marketing: An Introduction. - - 10th ed. New Jersey: Prentice-Hall, 2011
Bly, R.W.The marketing plan handbook: Develop Big-Picture Marketing Plans for Pennies on the Dollar.
Canada: Entrepreneur Press.2009
Cravens, D.W. & Piercy, N.F. , Strategic Marketing. - - 9th ed. New York: McGraw-Hill, 2010