Department of Industrial Engineering

University of San Carlos

Nasipit, Talamban, Cebu City

SYLLABUS

Course Information Teacher Information
Course No. : IE 418 Name : Diane Uy Menjares, CIE, AAE, MMBM
Course Title : Marketing Office : MON 0600PM-0700PM
Credit Units : 3 IE Department
Pre-requisites : IE312 Advance Statistics
IE324 Managerial Accounting
IE325 Cognitive Psychology
Contacts:

Email: dianemenjares@gmail.com
Term : 1
st
Semester, SY 2014-2015
Schedule : 06:00PM-07:30PM TTH LB401TC

COURSE DETAILS
Course Description This course introduces the basics of marketing and gives the students a comprehensive and innovative managerial and practical introduction to
marketing. This also exposes the students as to the whole scope of marketing and its corresponding challenges and emphasize the fact that
marketing is more than selling a product.

Course Objectives

At the end of the course, the students are expected to:
To apply the appropriate techniques and procedures to formulate a marketing design for a specific product or service.
To apply the right marketing principles in all sorts of industry, product or service, consumer and industrial markets, small, medium and
large scale businesses.

Course Outcomes (CO)
Upon completion of the course students should be able to:
Targeted Program Outcomes (PO)
Introduction (I), Reinforce (R), Emphasize (E)
1 2 3 4 5 6 7 8 9 10 11
CO 1: Define marketing and its role in the economy. I E R E I
CO 2: Construct a simple model of consumer buyer behavior I E R E I
CO 3: Demonstrate different methods for estimating demands. R I E R E I
CO 4: Relate how companies can position their products for maximum advantage in the market. I E R E
CO 5: Design a marketing / product mix. R I E R E I I
CO 6: Devise strategies for market challengers and followers to use to increase market share
and profits
R I E R E I
CO 7: Generate a comprehensive marketing plan to support their thesis requirement R I E R E R R

Course Structure
TOPICS Time Allocation Teaching & Learning Activities Targeted COs Assessment Scheme
DEFINING MARKETING AND THE
MARKETING PROCESS:
1. Definition of Marketing and
Understanding the Market Place and the
Customer Needs
2. Role of Marketing in an Organization
especially in Strategic Planning

3 hours Discussion / Lecture
Interaction
Role Play
CO1 Depiction of the Role Play and how
the presentation was related to the
principles taught
Exam
UNDERSTANDING THE MARKETPLACE
AND CONSUMERS:
1. The Marketing Environment
2. Managing Marketing Information
3. Business Markets and Business Buyer
Behavior

3 hours Discussion / Lecture
Interaction
Case Study
CO2 Case Study
Exam
SELECTING THE TARGET MARKET
1. Measuring and Forecasting Demand
2. Market Segmentation, Targeting and
Positioning
2 hours Discussion / Lecture
Interaction
Seatwork
CO3 Seatwork
Exam
DEVELOPING THE MARKET MIX
1. Designing Products: Product, Brand,
Packaging and Services
2. Designing Products: New Product
Development
3. Pricing Products: Pricing Considerations
and Approaches
4. Pricing Products: Pricing Strategies
5. Placing Products: Distribution Channels
and Physical Distribution
6. Placing Products: Retailing and
Wholesaling
7. Promoting Products: Communications and
8 hours Discussion / Lecture
Reporting
Group Activity
CO4 Group Work
Exam
Market Mix Paper

Promotions Strategy
8. Promoting Products: Personal Selling and
Sales Management

MANAGING THE MARKETING EFFORT
1. Competitor Analysis and Competitive
Marketing Programs
2. Planning, Implementation, and
Controlling Marketing Programs
2 hours Discussion / Lecture CO5, CO6, CO7 Oral Explanation
Exam
EXTENDING MARKETING
1. Services Marketing and Non Profit
Marketing
2. International Marketing
2 hours Discussion / Lecture
Game
CO1 to CO7 Game
Exam

Educational Resources Material Available/Accessible At
Philip Kotler and Gary Armstrong, Principles of Marketing, Prentice Hall
Articles and Sites in the Internet




Course Requirements 1. Attendance in class
2. Participation in discussions
3. Submission of seatworks, homeworks and case studies
4. Taking and passing examinations (Announced and Unannounced)
5. Completion of marketing plan (Complete package of Marketing Thesis)
Evaluation & Grading
Policy
Midterm Grade / Tentative Final Grade = 85% Exams + 10% Classwork + 5% Attendance
Final Grade = 40% Midterm Grade + 40% Tentative Final Grade + 20% Marketing Thesis

Passing Percentage = 65%
Course Policies 1. Absences, both excused and unexcused are considered absence.
2. Make up classworks and exams can be provided if absences are excused / valid.
3. Everyone is expected to be in class on time.
4. Cellphones are to be turned off or in silent mode during class hours. If calls need to be answered, step out of the class silently and take
the call outside.
5. Students are expected to listen to the person talking.
6. Cheating is strictly prohibited. Students caught cheating will be dealt with accordingly.