Republic of the Philippines

University of Southeastern
Philippines
COLLEGE OF GOVERNANCE & BUSINESS
Obrero, Davao City
Course Number
Course Title
Course Credit
Pre-requisite

:
:
:
:

MKTG. 1
Principles of Marketing
Three (3) units
none

UNIVERSITY VMGV
Vision:

Mission:
Goals:

By becoming a premier university in the ASEAN Region, the USEP shall be a center of excellence and development, responsive and adaptive to fast-changing
environments. USEP shall also be known as the leading university in the country that fosters innovation and applies knowledge to create value towards social, economic,
and technological development.
USEP shall produce world-class graduates and relevant research and extension through quality education and sustainable resource management.
Instruction. Produce globally competitive and morally upright graduates;
Research, Development and Extension . Develop a strong RDE culture with competent human resource and responsive and relevant researches that are
adopted and utilized for development;
Resource Management. Effective and efficient generation, allocation and utilization of resources.

Core Values:

U nity, S tewardship, E xcellence, P rofessionalism

COURSE DESCRIPTION
This course is designed to familiarize the students with the principles of marketing of goods and services. It is divided into five parts, namely: marketing and the Filipino consumer,
products, price and the factors affecting price, place; and the promotion of goods and services.
GENERAL COURSE OBJECTIVES
At the end of the semester, students are expected to:
1. Understand the principles of marketing of goods and services.
2. Apply the five marketing management philosophies in the creation of customer value and satisfaction.
3. Integrate the role of Ethics in Marketing to achieve socially responsible marketing strategies
4. Explain the marketings role in strategic planning.
5. Develop marketing core strategies.

Course Output: Product presentation

COURSE METHODOLOGY 1. Lecture/Discussions

2. Group Presentation
3. Cases/Problem Solving
4. Seminar

COURSE OUTLINE
Content

Time Allotment

ORIENTATION
Course Outline
Requirements
Class Policies
Grading System

Self-Introduction

Expectations on the course

1. Marketing: Creating and
Capturing Customer Value
a. What is marketing?
b. Understanding the
marketplace and
Customer needs
c. Designing a customer
driven-Marketing
Strategy
d. Preparing and Integrated
Plan and Program
e. Building Customer
relationship
f. Capturing value from
Customers
2. Business and Marketing
strategy:
a. Company-Wide Strategic
Planning: Defining
Marketings role
b. Planning Marketing:

Week 1
(3hr)

Specific Objectives

Week 2
(3 hrs.)

Week 3
(3 hrs.)

Teaching Strategies

Evaluation
Techniques

Discussion

Define marketing and outline the steps in the marketing

process.
Explain the importance of understanding customers and the
marketplace and identify the five core marketplace concepts.
Identify the key elements of a customer-driven marketing
strategy and discuss the marketing management
orientations that guide marketing strategy.
Discuss customer relationship management and identify
strategies for creating value for customers and capturing
value from customers in return.
Describe the major trends and forces that are changing the
marketing landscape in this age of relationships.

Lecture-discussion
Cases

-Verbal examination
-Exercises
-Short-test

Explain company-wide strategic planning and its four steps.

Discuss how to design business portfolios and develop
growth strategies.
Explain marketings role in strategic planning and how
marketing works with its partners to create and deliver
customer value.

Lecture-discussion
Multi-media;
Cases

-Verbal examination
-Homework
-Short-test

To acquaint the students with the course description,

objectives, outline, requirements and grading system;
To get to know each other; and
To know the individual expectation on the course.

3.

4.

5.

6.

Partnering to Build
Customer Relationships
c. Marketing Strategy and
the Marketing Mix
d. Managing the Marketing
Effort
e. Measuring and Managing
Return on Marketing
Investment
Analyzing the marketing
environment
a. The Microenvironment
b. The Macroenvironment
c. Responding to the
Marketing Environment
Managing Marketing
information to gain
costumer insights.
a. Marketing Information
and Customer Insights
b. Assessing Marketing
Information Needs
c. Developing Marketing
Information
d. Marketing Research
Consumer Market and
Consumer buyer Behavior
a. Model of Consumer
Behavior
b. Characteristics Affecting
Consumer Behavior
c. Types of Buying Decision
Behavior
d. The Buyer Decision
Process
e. The Buyer Decision
Process for New Products
Business Markets and
Business buyer behavior
a. Business Markets
b. Business Buyer Behavior

Week 4
(1.5 hrs.)

Week 4
(1.5 hrs.)

Week 5
(3 hrs.)

Describe the elements of a customer-driven marketing

strategy and mix and the forces that influence it.
List the marketing management functions, including the
elements of a marketing plan, and discuss the importance of
measuring and managing return on marketing investment.

Describe the environmental forces that affect the companys

ability to serve its customers.
Explain how changes in the demographic and economic
environments affect marketing decisions.
Identify the major trends in the firms natural and
technological environments.
Explain the importance of information in gaining insights
about the marketplace and customers.
Define the marketing information system and discuss its
parts.
Outline the steps in the marketing research process.
Explain how companies analyze and use marketing
information
Discuss the special issues some marketing researchers face,
including public policy and ethics issues.

Lecture-discussion
Multi-media
Cases

-Verbal examination
-Exercises
- Assignment
-Short-test

Lecture-discussion
Multi-media
Cases

Verbal examination
-Exercises
- Assignment
-Short-test

Define the consumer market and construct a simple model

of consumer buyer behavior.
Name the four major factors that influence consumer buyer
behavior.
List and define the major types of buying decision behavior
and the stages in the buyer decision process
Describe the adoption and diffusion process for new
products.

Lecture-discussion
Multi-media
Cases

-Verbal examination
-Exercises
-Short-test

Define the business market and explain how business

markets differ from consumer markets.
Identify the major factors that influence business buyer

c.

Institutional and
Government Markets

7.

8.

9.

Customer Driven Marketing

Strategy: Creating value for
target customers
a. Market Segmentation
b. Market Targeting
c. Differentiation and
Positioning

Week 6
(3 hrs.)

Products, Services, and

Brands: Building Customer
Value
a. What Is a Product?
b. Product and Service
Decisions
c. Services Marketing
d. Branding Strategy:
Building Strong Brands

New Product Development

and Product Life-Cycle
Strategies
a. New-Product
Development Strategy
b. The New-Product
Development Process
c. Managing New-Product
Development
d. Product Life-Cycle
Strategies
e. Additional Product and
Service Considerations
10. Pricing: Understanding and
Capturing Customer Value
a. What Is a Price?
b. Major Pricing Strategies

Week 7
(3 hrs.)

behavior.
List and define the steps in the business buying decision
process.
Compare the institutional and government markets and
explain how institutional and government buyers make their
buying decisions
Define the major steps in designing a customer-driven
marketing strategy: market segmentation, targeting,
differentiation, and positioning.
List and discuss the major bases for segmenting consumer
and business markets.
Explain how companies identify attractive market segments
and choose a markettargeting strategy.
Discuss how companies differentiate and position their
products for maximum competitive advantage.
Define product and the major classifications of products and
services.
Describe the decisions companies make regarding their
individual products and services, product lines, and product
mixes.
Identify the four characteristics that affect the marketing of
services and the additional marketing considerations that
services require.
Discuss branding strategythe decisions companies make
in building and managing their brands.
Explain how companies find and develop new-product ideas.
List and define the steps in the new-product development
process and the major considerations in managing this
process.
Describe the stages of the product life cycle and how
marketing strategies change during a products life cycle.
Discuss two additional product issues: socially responsible
product decisions and international product and services
marketing.

Answer the question What is a price? and discuss the

importance of pricing in todays fast-changing environment.
Identify the three major pricing strategies and discuss the
importance of understanding customer-value perceptions,
company costs, and competitor strategies when setting

Lecture-discussion
Multi-media
Cases

-Verbal examination
-Exercises
-Short-test

Lecture-discussion
Multi-media
Cases

-Verbal examination
-Exercises
-Short-test

c.

prices.
Identify and define the other important external and internal
factors affecting a firms pricing decisions.

Week 8
(1.5 hrs.)

To assess the learning and performance of students.

11. Pricing Strategies

a. New-Product Pricing
Strategies
b. Product Mix Pricing
Strategies
c. Price Adjustment
Strategies
d. Price Changes
e. Public Policy and
Marketing
12. Marketing Channels:
Delivering Customer Value
a. Supply Chains and the
Value Delivery Network
b. The Nature and
Importance of Marketing
Channels
c. Channel Behavior and
Organization
d. Channel Design
Decisions
e. Channel Management
Decisions
f. Public Policy and
Distribution Decisions
g. Marketing Logistics and
Supply Chain

Week 8
(1.5 hrs.)

Describe the major strategies for pricing new products.

Explain how companies find a set of prices that maximizes
the profits from the total product mix.
Discuss how companies adjust their prices to take into
account different types of customers and situations.
Discuss the key issues related to initiating and responding
to price changes
Overview the social and legal issues that affect pricing
decisions.

Lecture-discussion
Multi-media
Cases

-Verbal examination
-Exercises
-Short-test

Explain why companies use marketing channels and discuss

the functions these channels perform.
Discuss how channel members interact and how they
organize to perform the work of the channel.
Identify the major channel alternatives open to a company.
Explain how companies select, motivate, and evaluate
channel members.
Discuss the nature and importance of marketing logistics
and integrated supply chain management.

Lecture-discussion
Multi-media
Cases

-Verbal examination
-Exercises
-Short-test

13. Retailing and Wholesaling

a. Retailing
b. Wholesaling

Week 10
(3 hrs.)

Explain the role of retailers in the distribution channel and

describe the major types of
Retailers
Describe the major retailer marketing decisions.
Discuss the major trends and developments in retailing.
Explain the major types of wholesalers and their marketing
decisions.

Lecture-discussion
Multi-media

-Verbal examination
-Exercises
-Short-test

Other Internal and

External Considerations
Affecting Price
Decisions
Prelim Examination

Week 9
(3 hrs.)

Pen and Paper

Test

14. Communicating Customer

Value: Integrated Marketing
Communications Strategy
a. The Promotion Mix
b. Integrated Marketing
Communications
c. A View of the
Communication Process
d. Steps in Developing
Effective Marketing
Communication
e. Setting the Total
Promotion Budget and
Mix
f. Socially Responsible
Marketing
Communication
15. Advertising and Public
Relations
a. Advertising
b. Public Relations

Week 11
(3 hours)

Week 12
(3 hours)

17. Direct and Online

Marketing: Building Direct
Customer Relationships
a. The New Direct Marketing
Model
b. Growth and Benefits of
Direct Marketing
c. Customer Databases and
Direct Marketing
d. Forms of Direct
Marketing
e. Online Marketing
f. Deciding on the Global

16. Personal Selling and Sales

Promotion
Mid-term Examination

Week 13
Week 14
(3 hours)

Define the five promotion mix tools for communicating

customer value.
Discuss the changing communications landscape and the
need for integrated marketing communications.
Outline the communication process and the steps in
developing effective marketing communications.
Explain the methods for setting the promotion budget and
factors that affect the design of the promotion mix.

Lecture-discussion
Multi-media

-Verbal examination
-Exercises
-Short-test

Define the role of advertising in the promotion mix.

Describe the major decisions involved in developing an
advertising program.
Define the role of public relations in the promotion mix.
Explain how companies use public relations to communicate
with their publics.

Lecture-discussion
Multi-media
Cases

-Verbal examination
-Exercises
-Short-test

Lecture-discussion
Multi-media
Cases

Pen and Paper

Test
-Verbal examination
-Exercises
-Short-test

Personal Selling
Managing the Sales Force
The Personal Selling Process
Sales Promotion
To assess the learning and performance of students.

Define direct marketing and discuss its benefits to

customers and companies.
Identify and discuss the major forms of direct marketing
Explain how companies have responded to the Internet and
other powerful new technologies with online marketing
strategies.
Discuss how companies go about conducting online
marketing to profitably deliver more value to customers.
Overview the public policy and ethical issues presented by
direct marketing.

Marketing Program
Deciding on the Global
Marketing Organization
18. Creating Competitive
Advantage
a. Competitor Analysis
b. Competitive Strategies
c. Balancing Customer and
Competitor Orientations
g.

19. The Global Marketplace

a. Global Marketing Today
b. Looking at the Global
Marketing Environment
c. Deciding Whether to Go
Global
d. Deciding Which Markets
to Enter
e. Deciding How to Enter
the Market
f. Deciding on the Global
Marketing Program
g. Deciding on the Global
Marketing Organization
20. Sustainable Marketing:
Social responsibility and
Ethics
a. Sustainable Marketing
b. Social Criticisms of
Marketing
c. Consumer Actions to
Promote Sustainable
Marketing
d. Business Actions Toward
Sustainable Marketing
Final Examination & submission of
final requirement

Grade Computation:
Attendance
Class Participation

Week 15
(3 hours)

Discuss the need to understand competitors as well as

customers through competitor
analysis.
Explain the fundamentals of competitive marketing
strategies based on creating value for customers.
Illustrate the need for balancing customer and competitor
orientations in becoming a truly market-centered
organization.
Discuss how the international trade system and the
economic, political-legal, and cultural environments affect a
companys international marketing decisions.
Describe three key approaches to entering international
markets
Explain how companies adapt their marketing mixes for
international markets.
Identify the three major forms of international marketing
organization.

Lecture-discussion
Multi-media
Cases

-Verbal examination
-Exercises
-Short-test

Lecture-discussion
Multi-media
Cases

-Verbal examination
-Exercises
-Short-test

Multi-media
presentation

- Project
assessment and
Personal
assessment

Define sustainable marketing and discuss its importance

Identify the major social criticisms of marketing.
Define consumerism and environmentalism and explain how
they affect marketing strategies.
Describe the principles of sustainable marketing.
Explain the role of ethics in marketing.

To assess the learning of the students.

Week 16
(3 hours)

Week 17
(3 hours)

Week 18
( 3 hrs.)

10%
15%

Pen and Paper

Test

Quizzes
Examination
Final Requirement
TOTAL

20%
40%
15%
100%

Consultation Hours: Every TTH; e-mail (Any day day time)

COURSE REFERENCES:
1. Philip Kotler, Gary Armstrong (2012) Principles of marketing 14th Edition. New Jersey
2. O.C. Ferrell and Michael D. Hartline (2011) Marketing Strategy, Fifth Edition. USA
3. Maasaki Kotabe & Kristiaan Helsen (2010) Global Marketing Management. John Wiley and Sons, Inc. USA

PREPARED BY

RECOMMENDING APPROVAL

APPROVED BY

Jennelyn L. Villarmino, CPA

Faculty-in-charge

DR. ENRICO C. YEE, JR., CPA

Chair, DBA

DR. REC E. EGUIA

Dean, CGB