UNIVERSITY OF

MAKATI

COURSE LEARNING PLAN

COLLEGE OF BUSINESS AND FINANCIAL SCIENCE

DEPARTMENT OF MARKETING MANAGEMENT

COURSE TITLE COURSE CODE

PRINCIPLES OF MARKETING MKTG 1

COURSE PREREQUISITES/CO-REQUISITES UNITS

NONE 3

COURSE DESCRIPTION

Principles of Marketing which focuses on the basic concepts and theories essential for learners, particularly those who are taking business courses like Marketing Management,
Entrepreneurial Management, Accounting and Financial Management and Hospitality Management, among others is designed to help the students be more adept in understanding
various concepts, theories and principles in marketing as well as marketing strategies to create customer value and build profitable customer relationships. It starts with understanding
consumer needs and wants, deciding which target markets the organization can serve best, and developing a compelling value proposition by which the organization can win, keep,
and grow targeted customers or consumers.

COURSE INTENDED LEARNING OUTCOMES:

At the end of the course, students will be able to:

1. INTERPRET various concepts, theories and principles in Marketing

2. DETERMINE the impact of Macro and Micro Marketing Environment to business operations.
3. IDENTIFY, DESCRIBE and SEGMENTIZE consumer and business markets.
4. DEVELOP and innovate products and services to identified target markets; and create effective branding and packaging.
5. VALUE OR PRICE the product and services to be offered using different pricing strategies.
6. DEVELOP product and service distribution model and craft strategies to deliver it on time.
7. DESIGN Integrated Marketing Communications to promote the product.
8. WRITE and PRESENT a Marketing Plan to a group of Panel or Target Investors.
 UNIVERSITY OF
MAKATI

INTENDED LEARNING OUTCOMES TEACHING/LEARNING ASSESSMENT

WEEK SESSION TOPICS/CONTENTS RESOURCES
(ILOs) ACTIVITIES (TLAs) TASKS

1. Build rapport with the teacher and

other members of the class in a
relaxed classroom atmosphere by
1 engaging in meaningful team building
GETTING TO KNOW YOU
activities or classroom exercises; All About Me Picture
2. Apply classroom rules and procedures umak.edu.ph Self-Introduction
observed and followed in class; write a
CLASSROOM ROUTINES AND Cbfs.edu.ph Statement of
statement of commitment to comply to Best and Worst Classes
PROCEDURES Student
the given routines and procedures;
Expectations
1 3. Explain the importance of the vision
Connect all
and mission in creating an image of an 3-Minute essay Pop Quiz
UNIVERSITY, COLLEGE, DEPARTMENT accounts to the
excellent University of Makati student EDMODO/
& COURSE VISION, MISSION &
through demonstration and illustration; ZOOM classroom Recitation
OBJECTIVES
and Syllabus Speed Dating controlled by the
2
4. Discuss the OBE program of the Professor
THE OBTL (COURSE) PLAN & THE 21ST
university and its vision for the students Small Group Sessions
CENTURY SKILLS
of University of Makati by reading the
OBTL Plan and finding out for
themselves what they need to know
about the course.

2 1. Interpret the basic concepts of THE VALUE OF MARKETING Text Reading: The Value of Classroom or
marketing; Powerpoint Presentation Marketing: Online Quiz
1 2. Cite the importance/benefits of  What is Marketing Class Discussion using https://courses.lum
marketing; and  The Basic Concepts of Marketing Guide questions such as: enlearning.com/vc Writing an
3. Differentiate strategic planning from  Marketing Philosophies  Why is Marketing cs-mkt100- Essay on the
marketing plan.  Benefits of Marketing important? 17fa/chapter/readi following:
 Strategic Planning and Marketing  What are some ng-the-value-of-
Plan fundamental marketing/ a) Does
marketing concepts? Marketing
2  What are customers The Five Create or
value, satisfaction, Marketing Satisfy
and loyalty, and how Concepts: Need?
UNIVERSITY OF
MAKATI

can companies deliver https://oxidian.hr/ b) What are

them? en/the-five- the
 What is the lifetime marketing- differences
value of customers concepts- between
and how can explained/ strategic
marketers maximize The Definitive planning
it? Guide to Strategic and
 How can companies Marketing marketing
both attract and retain Planning plan?
customers? https://www.smarts
 How does marketing heet.com/strategic-
affect customer value? marketing-
 How is strategic processes-and-
planning carried out at planning
different levels of the
organization? Marketing Plan
 What does a Template: Exactly
marketing plan What to Include
include? https://www.forbes.
 UNIVERSITY OF
MAKATI

Online Quiz

1 Marketing
Environment
Assessment:
Choose any
*Online/Face-to-face company of your
Class Discussion using interest and do
Guide questions a Marketing
1. Identify the various internal and Power Point SWOT Analysis
THE MARKETING ENVIRONMENT
external business environments and its Presentation or Assessment
impact on business ability to serve its Introduction to Marketing of their
 The Company’s Microenvironment
customers; Environment Marketing
or Internal Environment
2. Discover the major trends in the firm’s https://ftms.edu.my/v2/wp- Environment
3-4  The Company’s Macroenvironment
internal and external environments; content/uploads/2019/02/
or External Environment
and CHAPTER-2.pdf Think of a
3. Describe how these environmental product or
forces affect the company’s Readings: sevice you want
2 operations . The Marketing SWOT to market and
Analysis identify the
http://www.marketingteach micro and
er.com/swot-analysis/ macro
environment
that would
impact your
poduct or
service
launching.
 UNIVERSITY OF
MAKATI

5-6 1. Examine the pattern of consumer CONSUMER BUYING BEHAVIOR *Online/Face-to-face Video
buying behavior; Class Discussion using Presentation:
2. Survey the different factors affecting  Consumer Buying Behavior Guide questions: Buying Behavior Classroom or
consumer buying decisions; Definition  What Influences and Marketing: Online Quiz
3. Explain what influences the market’s  Pattern of Consumer Buying Consumer Behavior? Types of
1 purchasing decisions; and Behavior  What brands and Consumer Buying Debate: Is
4. Differentiate the types of buying  Factors Affecting Consumer Buying products do you feel Decisions Consumer
situation and the participants in the Behavior successfully “speak to https://study.com/a Behavior more a
buying center.  Buyer’s Decision Process you” and effectively cademy/lesson/bu function of a
 Industrial Market and Buying target your age ying-behavior-and- Person’s Age or
Behavior group? Why? Which marketing-types- Generation?
 Characteristics of Industrial Market ones do not? What of-consumer-
 Types of Buying Situation could they do better? buying- Research or
Power Point decisions.html Survey on
 Participants in the Buying Center
Presentation: Consumer
https://www.slideshare.net Buying
/sharpchen/consumer- Behavior
buying-behavior-
presentation Choose any
Text Reading: company that
Consumer Buying you are familiar
Behavior: The with and identify
Multicultural Influence in who are their
the Philippines markets and
http://www.theijbmt.com/ar identify the
2 factors that
chive/0920/844974745.pdf
impact their
buying behavior.

News Articles: In the product or

Filipino Buying Behavior service you
https://www.rappler.com/p conceptualized
revious-articles? to lauch or
filterMeta=Filipino market, identify
%20buying%20behavior your would be
target markets
and determine
 UNIVERSITY OF
MAKATI

their buying
7-8 1. Compare and contrast the different SEGMENTATION, TARGETING, AND *Online/Face-to-face Reading: Market Online Quiz
types of market segmentation; POSITIONING Class Discussion using Segmentation:
2. Categorize the consumer and business guide questions such as: Definitions, Levels, Comparing and
markets using the major bases for  Reasons for Segmenting Markets  What are the different Types and contrasting
segmentation;  Bases for Market Segmentation levels of market Examples different types of
3. Select the right target for a proposed  Market Classification/Segmentation segmentation? https://www.market segmentation
product or service; and  Segmentation Effectiveness  How can a company ingtutor.net/market
4. Develop market positioning for  Consumer and Industrial Market divide a market into -segmentation- Segmenting and
maximum competitive advantage in the  Market Targeting and Positioning segments and how levels-strategies- Identifying the
marketplace.  Target Market Selection Process should a company examples/ Right Target
choose the most Market:
 Target Marketing Strategies
attractive target Market
 Positioning
markets? Repositioning List at least ten
1  Market Repositioning https://courses.lum companies and
 What is the business
market, and how does enlearning.com/su determine how
it differ from the ny-marketing- they divide the
consumer market? spring2016/chapte market into
 Who participates in r/reading- segments and
the business-to- repositioning/#:~:te how they
business buying xt=Repositioning choose the most
process? %20involves attractive
 How can a firm %20changing market? Also
choose and %20the find how they
communicate an %20market's,impro communicate an
effective positioning in ve%20demand effective
the market? %20for%20the positioning in
 What marketing %20offering. their target
strategies are market.
appropriate at each
stage of the product In your
life cycle? proposed
product or
Power Point service to be
2 Presentation: launched,
Marketing, Targeting, identify and
 UNIVERSITY OF
MAKATI

Positioning segmentize your

https://www.slideshare.net markets and
/edzmhar0186/marketing- choose the most
targeting-positioning attractive market
for your
proposed
business.
Describe their

MIDTERM DEPARTMENTAL
Notes Review Written
9 Answer all questions correctly. EXAMINATION
Peers Review Examination

Reading:
1. Classify the different products and
PRODUCT, BRANDING, AND https://courses.lum
services; *Online/Face-to-face
PACKAGING enlearning.com/bo
2. Demonstrate the different steps in Class Discussion using Product and
undless-
10-11 product development; guide questions such as: Services
1  Definition of Product marketing/chapter/
3. Develop and innovate products and  What are the Classification:
services in accordance with the  Consumer and Business Product product-line-and-
Choose any
characteristics of
Classification Schemes product-mix/
different stages in the product life products, and how do company and try
 Product Mix and Product Line
 UNIVERSITY OF
MAKATI

to identify their
products and
marketers classify services being
products? offered and
 How can a company classify them.
2 build and manage its Find their
product mix and strategies in
product lines? managing their
 How can companies product mix and
Concepts use packaging, product lines.
 Product Life Cycles labeling, warranties,
https://study.com/a
 Product Adoption Processes and guarantees as Product
cademy/lesson/pro
 New Product Planning marketing tools? Development
duct-line-
 Managing Product Quality  What is a brand and and Branding
cycle; extension-
how does branding Creation
4. Create product branding, and  Brand Equity definition-
work? Develop your
5. Design product packaging.  Types of Brands strategies-
 How is brand equity own product or
 Brand Names Selection example.html
built, measured, and service and do
 Brand Positioning the necessary
managed?
 Product Packaging PowerPoint packaging,
 Product Labelling https://www.investopedia. labeling, and
com/terms/p/product- branding.
line.asp
Group activities to analyze Chapter test
the reasons why products
fail or become Paper
unsuccessful in the Submission
market. (Mini Case
Analysis)

12-13 1. Point out the major factors influencing PRODUCT PRICING Reading: Classroom or
price; *Online/Face-to-face Pricing a Product Online Quiz
2. Assess the different pricing strategies;  What is Price? Importance of Price Class Discussion using https://www.entrep
and  Pricing Objectives guide questions such as: reneur.com/encycl Evaluating
3. Develop a pricing strategy that may  Pricing Policies  How do consumers opedia/pricing-a- Price
1 encourage more customers and  Pricing Legalities process and evaluate product#:~:text=No Strategies
increase product patronage.. %20matter List at least five
 UNIVERSITY OF
MAKATI

companies and
2 evaluate how do
they set prices
for their
products in
prices? %20what%20type response to the
 How should a %20of,the demands and
company set prices %20success%20of expectations of
initially for products oe %20your their customers
services? %20business.&text and find their
 How should a =Review%20prices strategies in
company adapt prices %20frequently responding to
to meet varying %20to the competition.
circumstances and %20assure,the
 Pricing Decisions opportunities? %20competition Developing an
 Pricing Strategies  How should a %2C%20and Effective
 New Product Pricing company respond to a %20profit Pricing
competitor’s price %20objectives. Strategies
change? Develop an
Video to Watch: effective pricing
PowerPoint Seven Stragegies: strategies for
Presentation: How to Price a your product or
Product service being
Text Reading https://www.youtub proposed in
e.com/watch? response to the
v=qutavZTkFeY expectations of
your target
market and to
your
competitors’
strategies.
 UNIVERSITY OF
MAKATI

*Online/Face-to-face Classroom or
Class Discussion using Online Quiz
guide questions such as: Reading:
Using Marketing
1  What is a marketing Designing
Channels to
channel system? Channel of
Create Value for
 How should channels Distribution for
Customers
be designed? the Proposed
https://2012books.l
 How should ardbucket.org/boo Product or
companies integrate ks/marketing- Service
channels and manage principles- Design your
2
channel conflict? v2.0/s11-using- would be
PRODUCT DISTRIBUTION PowerPoint channel of
(MARKETING CHANNELS AND SUPPLY marketing-
Presentation: channels-to-cr.html distribution for
CHAIN MANAGEMENT) Distribution Strategy & your product or
1. Compare and assess the distribution Channels service to be
Video to Watch:
strategies used by different companies;  Marketing Channels/Distribution https://www.slideshare.net launched.
How to Manage
2. Illustrate the levels of distribution in Channels /jealene26/distribution- Channels and
14-15 direct selling, retailing, and  Marketing Channels for Consumer channel-37234228 Paper
Resolve Conflicts:
wholesaling; and and Business Products Submisison
https://www.course
3. Design channel of distribution for the  Intensity of Market ra.org/lecture/mark (Mini Case
proposed product or service. Coverage/Levels of Channel Analysis)
eting-mix/how-to-
Distribution manage-channels-
 Distribution Strategies and-resolve-
 Channel Relationships conflict-ziK4a
 UNIVERSITY OF
MAKATI

16-17 1. Evaluate the different promotional Reading and Online Quiz

mediums; PRODUCT PROMOTION *Online/Face-to-face Video to Watch:
2. Choose the right tools in public (INTEGRATED MARKETING Class Discussion using Integrated Designing
1 relations and sales promotions; and COMMUNICATIONS) guide questions such as: Marketing Integrated
3. Design Integrated Marketing  What is the role of Communications. Marketing
Communications to promote the  Promotion Mix marketing https://multimedia Communicatio
proposed product and services.  Advertising communication? marketing.com/mk ns
 Personal Selling  What are the major c/marketingcommu
 Sales Promotion steps in developing nications/#:~:text=I for the
 Public Relations effective ntegrated Proposed
 Direct Marketing communications? %20Marketing Product or
 Digital Marketing and Social Media  What is %20Communicatio Service
communication mix ns%20is%20a,they Create an eight
 Types of Promotions and
and how should it ne %20work week
Promotional Strategies
set? %20together%20in promotional
 What is an integrated %20harmony. campaign for
marketing your proposed
communication How Advertising product or
program? Strategy Plays a service.
 What steps are Role in Your
required in developing Promotional Mix Four P’s of
an advertising https://matrixmarke Marketing
2 program? tinggroup.com/adv Flipbook:
 How sales promotion ertising-strategy- Students chose
decisions be made? promotional-mix/ a company and
 How can companies apply the Four
exploit the potential of P's of Marketing
public relations and to that company.
publicity? This is designed
to be a
PowerPoint Presentation formative
Text Reading assignment that
is followed by a
Flipbook, Poster
or Flyer that
displays the
students
 UNIVERSITY OF
MAKATI

findings.
Guide in
Marketing Plan
https://milanote.co Oral
m/templates/marke Presentation of
1 ting/marketing- Written
plan? Marketing Plan
utm_source=googl
*Online/Face-to-face
1. Write a Marketing Plan; and e&utm_medium=c Students will
MARKETING PLAN Presentation of the Mini-
18 2. Present it orally in front of the panel pc&utm_content=& also present
Consultation and Review of Marketing Marketing Plan
members. utm_term=marketi their mini-
Plan
ng%20planning marketing plan
%20template&gcli developed from
d=EAIaIQobChMIn the start to end
sfMoK3H6gIVCj5g of this course
Ch07pw- discussion.
AEAAYAiAAEgJrs
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REQUIRED READINGS (TEXTBOOK)

 UNIVERSITY OF
MAKATI

Essentials of Marketing OBE Approach. Dr. Angelita Ong Camilar-Serrano, UNLIMITED BOOKS. 2019

SUGGESTED READINGS

Lamb, Charles W.; Hair, Joe F. & McDaniel, Carl. Principles of Marketing. 2019
Kotler, and Keller Marketing Management, 13th Edition.
Wheeler, Alina. Designing Brand Identity: an Essential Guide for the Whole Branding Team. Hoboken, N.J. John Wiley & Sons. 2018
Beverland, Michael. Brand Management: Co-creating Meaningful Brands. London. SAGE. 2018
Babin & Harris. Consumer Behavior. USA. Cengage Learning. 2015
Brown, Suter, Churchill. Basic Marketing Research. USA. Cengage Learning. 2018
Doole, Isabel , Lowe, Robin and Kenyon, Alexandra. International Marketing Strategy: Analysis, Development and Implementation. USA. Cengage Learning. 2016
Iacobucci, Dawn. Marketing Management. Boston. Cengage Learning. 2018
Principles of Marketing. USA. Larsen and Keller Education. 2017
Parsons, Elizabeth, Maclaran, Pauline, and Chatzidakis, Andreas. Contemporary Issues in Marketing and Consumer Behavior. New York. Routledge. 2017
Service Marketing Management. USA. Clanrye International. 2018
Go, Josiah and Chiqui Escareal-Go, 2010. Fundamentals of Marketing in the Philippine Setting, 2nd Edition. Josiah and Carolina Go Foundation, Inc.
Hutt, Michael D. and Thomas W. Speh, 2013. Business Marketing Management: B2B South Western-, Cengage Learning.
Inigo, Conrado Jr., 2005. Management for Filipinos: Principles and Applications. Comprehensive and Simplified Revised Edition. Published in the Philippines by Conrado
E. Inigo, Centro Escolar University.
Keegan, Warren J. and Mark C. Green, 2003. Global Marketing 3rd Edition. Pearson Education, Inc.
Kotler, Philip and Gary Armstrong, 2001. Principles of Marketing 9 th Edition. Prentice Hall, Inc.
Llanes, Violeta A. and Teodoro Jurado, 1982. Marketing Principles and Practice: Quezon City: Katha Publishing Co., Inc.
Balasan, Ma. Nancy T. : Marketing Basics: A Modular Approach, 2014; Rex Bookstore, Inc.; 856 Nicanor Reyes Sr, St., Sampaloc Manila

COURSE REQUIREMENTS
Assignments
Reaction Paper
Group Report/Individual project
TVC/Print Ad
Mini-Marketing Plan

GRADING SYSTEM
Midterm 50% and Final Term 50% = 100% (FINAL GRADE)
CS (Class Standing) - 70% and Major Exams 30% = 100% (Term Grade)
CS (Class Standing) - 70% Breakdown
20 % Quizzes
 UNIVERSITY OF
MAKATI

20% Online Activities/Seatwork/Assignment

15 % Recitation/Class Participation
10% Attendance
5% Behavior
70 % Total Class Standing
*Minimum of Three (3) maximum of Five (5) quizzes per period
*Projects/Research/Final Requirement Documentations may be considered as substitute to FINAL EXAMS on selected courses

CLASSROOM POLICIES

A. Attendance, Class Participation, and Make-Up Examinations

Attendance, attitude, and preparation are important. Positive contributions to the class can provide rich reciprocal learning experiences. The right attitude means: a desire and
willingness to study and learn, preparation as directed, and putting forth effort even when it may be inconvenient or difficult. It also means: being ready to answer questions when
called upon, volunteering answer to questions or asking questions (even when you feel they may seem a little "dumb"), and actively listening to the instructor and other class
members. Carrying too many units, working too many hours, etc., (usually symptoms of poor time management) will not be given much consideration in the determination of the
final grade. ABSENCES (as well as tardiness) will definitely negatively affect grades. Make-up exams are exceptions, and only given on the basis of instructor/student agreement
for significant and compelling reasons. The total number of absences/tardiness, regardless of the reason, determines the grade for this portion of the course. Memorandums to the
instructor explaining necessary absences can mitigate their effect and BIPs can help offset the impact of absences.

Students are expected to have all lessons, papers, presentations, etc., prepared on the dates indicated, to come in class with the required materials, to take notes, and to read the
assignments by the dates due. Assignments turned in late will no longer be accepted.
Note: 6 consecutive absences (for 1.5 hours per meeting) and/or 3 consecutive absences (for 3 hours per meeting) will be considered DROPPED. Likewise, a total of 8
accumulated absences (for 1.5 hours per meeting) and/or 4 accumulated absences (for 3 hours per meeting) will also be considered DROPPED. The subject professor may
determine the case or excuse (issues on absences) of the concerned students.

B. Class Assignments and Homework

The cases, problems, and exercises assigned are to be done completely, neatly and on time according to the more complete instructions given in class at the time of the
assignments. The class work and assignments must be kept PROPERLY in which may be checked periodically.

C. Term Project Presentation

The term project, on an approved topic, will be due as indicated. Groups consisting of a maximum of five (5 ) students will be formed by the instructor at the beginning of the
semester. Each group will be involved in one project that will be presented to the class at the end of the term. A key purpose of the group projects is to provide students with a
comprehensive experience working in a group or team.

D. Examinations
The examinations may consist of multiple choice, true/false, and essay questions which measure the ability to know and apply principles of good management. Other types of
questions may be included. The questions will cover the lectures, class discussions, activities, videos, exercises, and textbooks. The mid-term and final may include multiple choice
 UNIVERSITY OF
MAKATI

questions on the test as well as application exercises. Exams will place an emphasis on understanding important concepts and principles and on the application of these concepts
and principles. All exams include concepts covered up to the time of the exam. Moreover, for examination purposes, you are responsible for all assigned material covered in
lectures and class discussions. All students are expected to take the examination AS SCHEDULED. A makeup will be scheduled close to the regular exam date if failure
to take the exam due to participation in university-sanctioned activities and programs, personal illness, or special family circumstances. Proper documentation will be
required in ALL the above mentioned cases. Otherwise, makeup exams will be given along with the next exam.

E. Academic Dishonesty:
Students are expected to act with academic integrity. Academic dishonesty includes but is not limited to cheating on quizzes and submitting work that is not your own. Failure to
honor this code will result in failing the course.

F. Classroom Atmosphere:
1. As a student within the College of Business Administration, it is expected that you are being provided with education and training for a career in the business world. The
classroom atmosphere should reflect the development of habits of behavior that will ultimately contribute to your success in the business world. Consequently, the policies
established in this course are designed to promote and maintain a business-like atmosphere and to promote an environment conducive to learning. The expectations for this
course include punctuality, good manners and courteous behavior, removal of hats while in the classroom, and turning OFF your cell phones. Anyone who does
not follow these standards will be asked to remove themselves from that lecture.

CONSULTATION HOURS

EVERY WEDNESDAY 10:00-12:00

COURSE PROGRAM COMMITTEE

BSBA MAJOR IN MARKETING MANAGEMENT
Prepared By : Checked and Verified: Edited and Approved by: Noted by:

DR. BERNIE E. BALMEO DR. FERDINAND PIANO DR. BERNIE BALMEO DR. ELYXZUR C. RAMOS
PROF. FELICISIMA V. RAFAEL Dept. Head, Marketing Management Dean, CBFS VP-Academic Affairs
DR. SUSAN L. VILLARUZ
DR. RENELIZA M. FERRER
 UNIVERSITY OF
MAKATI

I have read the course syllabus and I understand that I have to comply with the requirements of the course and the expectations
from me as a student of Principles of Marketing during the 1ST semester of A.Y. 2020-2021.
I am fully aware of the consequences of non-compliance with the
abovementioned requirements and expectations.

______________________________________
Signature over Printed Name

_________________________
Date