HOLY ANGEL UNIVERSITY

COLLEGE OF BUSINESS AND ACCOUNTANCY

Course Title: Principles of Marketing Subject Code: YPRIMAR

Course Credit 3 Units Year level: 2nd Year

Pre-requisites YBorgma

Course Description:
Principles of marketing take a practical, managerial approach to marketing. It provides a rich depth of practical example and applications showing major decisions that marketing
managers face in their effort to balance the organization’s objectives and resources against needs and opportunities in the marketplace. It likewise provides the students a comprehensive,
innovative and practical introduction to marketing.
Major Competency:
The student will gain competence on creative marketing, able to adapt to change, gain social skills and develop team work.
Course Objectives:
At the end of the course, the students must have been able to learn and apply the principles, theories, practices and ethics of marketing in the light of changing environmental and
organizational cultures.

Values Objectives:
1. Demonstrate fair and honest competition in the business environment.
2. Exhibit socially responsible marketing.
3. Shows respect for diverse culture in marketing.
TABLE OF EQUIVALENT:

GRADE EQUIVALENT
97-100 1.00
VARIABLES PRELIMS MIDTERM FINALS
94-96 1.25
A. Class Standing 60% 60% 60%
91-93 1.50
Quizzes
88-90 1.75
Recitation
85-87 2.00 Assignments
82-84 2.25 Attendance
79-81 2.50 Self-Learning
76-78 2.75 Other Activities
75 3.00 B. Major Examination 40% 40% 40%
FAILED 5.00 TOTAL 100% 100% 100%
F.A. 6.00
U.W. 8.00
Course Requirements

Grading System % Transmuted % Transmuted % Transmuted % Transmuted

Grade Grade Grade Grade Grade Grade Grade Grade
100 100 75 88 50 75 25 38
99 100 74 87 49 74 24 36
98 99 73 87 48 72 23 35
97 99 72 86 47 71 22 33
96 98 71 86 46 69 21 32
95 98 70 85 45 68 20 30
94 97 69 85 44 66 19 29
93 97 68 84 43 65 18 27
92 96 67 84 42 63 17 26
91 96 66 83 41 62 16 24
90 95 65 83 40 60 15 23
89 95 64 82 39 59 14 21
88 94 63 82 38 57 13 20
87 94 62 81 37 56 12 18
86 93 61 81 36 54 11 17
85 93 60 80 35 53 10 15
84 92 59 80 34 51 9 14
83 92 58 79 33 50 8 12
82 91 57 79 32 48 7 11
81 91 56 78 31 47 6 9
80 90 55 78 30 45 5 8
79 90 54 77 29 44 4 6
78 89 53 77 28 42 3 5
77 89 52 76 27 41 2 3
76 88 51 76 26 39 1 2
0 0

Course References

A. Basic Readings: Cannon, J., Perreault, W.Jr., McCarthy, E. Basic Marketing, 16th edition, McGraw Hill International Edition, 2005

B. Extended Readings ( Books, Journals): Boone, L. & Kurtz, D. Principles of Marketing, 12th edition, Prentice Hall Inc. (Philippine edition published by Pearson Education Asia
PTE LTD.), 2007
Lao, Felix M. Principles of Marketing Pasig City: Anvil Pub 2001
Pagoso, Cristobal; dela Cruz, Manuel. Principles of Marketing: Philippine Setting with E-commerce: Nelson Publication Paranaque MM 2002
Course Policies: Cheating in all test and plagiarism is not allowed
Course Calendar: 18 Weeks

Time Learning Objectives Content Outline Teaching-Learning Assessment Tools Instructional

Frame Strategies Resources

3 hours a. Understand the essence of marketing. I. Marketing’s Importance to Consumers, Firms, and Society Formal lecture Rubric on class Textbook
b. Know the difference between Defining Marketing Media Presentation participation References
marketing and macro marketing. Marketing and its importance Class participation Quizzes Websites
c. Explain the marketing functions. Macro-marketing Critique on media
d. Able to differentiate the different The Role of Marketing in Economic System presentation
marketing functions. Changes in Marketing’s Role
e. Understand the concept of customer Defining Marketing Concept
value Adoption of the Marketing Concept
f. Recognize the relationship between
Marketing Concept and Customer value
social responsibilities and marketing
Marketing Concept applied in Nonprofit organizations
ethics to marketing concept.
The importance of marketing concept, social responsibility and
marketing ethics

3 hours a. Understand the variables that shape the II. Opportunities in the Changing Marketing Environment Formal lecture Rubric on class Textbook
environment of marketing strategy The marketing environment Media Presentation participation References
planning. The importance of objectives in marketing strategy planning Class participation Quizzes Websites
b. Understand the importance of company The company resources search opportunities Critique on media
objectives in relation to marketing Analyzing competitors and the competitive environment presentation
strategy planning. Screening criteria to narrow down to strategies
c. Identify the resources of a firm that
affects search for opportunities.
d. Differentiate the kinds of competitive
situations that affect strategy planning.
e. Understand the impact of changes in
economic and technological environment.
f. Understand the relevance of legal and
political environment in business.
g. Understand how to screen and evaluate
marketing strategy opportunities.
3 hours a. Understand the population and income III. Demographics of Global Consumer Markets Formal lecture Rubric on class Textbook
trends in global markets. Target Marketers focus on the customers Media Presentation participation References
b. Understand the income dimensions in People with money make markets Class participation Quizzes Websites
the US market. Population trends in the US market Critique on media
c. Understand the relationship of The income dimensions of the US market presentation
consumer spending with family life cycle Spending varies with income and other demographic dimensions
and other demographic dimensions.
d. Appreciate the different ethnic
dimensions in the US market.

a. Explain how economic needs influence IV. Consumers and their buying behavior
the buyer decision process. Reasons why consumer buy what they buy Formal lecture Rubric on class Textbook
3 hours b. Understand psychological variables and Economic needs affects most buying decisions Media Presentation participation References
its effect to individual’s buying behavior. Class participation Quizzes Websites
The psychological influences and effects to individual’s buying
c. Explain the effect of social influences Critique on media
behavior
to individual’s buying behavior. presentation
d. Understand the different purchase The social influences and effects to consumer behavior
situations that influence consumer The different purchase situations the affects individuals
behavior. The consumer decision process
e. Explain the process of buying
decisions.

3 hours a. Identify the business and consumer Formal lecture Rubric on class Textbook
markets. V. Buying behavior of business and organizational Media Presentation participation References
b. Identify different people that influence customers Class participation Quizzes Websites
a decision. Business and Organizational customers Critique on media
c. Understand the problem-solving Different people that influence a decision presentation
behavior of organizational buyers. Organizational buyers are problem solvers
d. Explain the different types of buyer- Buyer –seller relationships in business markets
sellers relationship; their benefits and Technology re-shaping many business markets
limitations. Manufacturers are important customers
e. Identify the basic e-commerce methods Producers of service
used in organizational buying. Retailers and wholesalers and government market
f. Understand the importance of
distribution manufacturers
g. Differentiate buying by service firms,
retailers, wholesalers and governments
to buying by manufacturers.

PRELIMINARY
 V. Product planning for goods and services Formal lecture Rubric on class Textbook
3 hours a. Understand the nature of product. What is product? Media Presentation participation References
b. Understand the differences between Differences of goods and services Class participation Quizzes Websites
goods and services. Product classes Critique on media
c. Understand the importance of product Classification of consumer products presentation
classes in marketing strategies. Classification of business products
d. Identify the differences between Strategies and favorable conditions to branding
consumer and business product classes. The strategic importance of packaging
e. Explain the importance of branding and
Social responsible packaging
it’s in strategy planning.
Warranty policies are part of strategy planning
f. Understand the importance of
packaging in strategy planning.
g. Understand the role of warranties in
strategy planning.

3 hours a. Explain product life cycle and its effect

to strategy planning. VI. Product management and new product development Formal lecture Rubric on class Textbook
b. Explain how to designed new products. Managing products over their life cycle Media Presentation participation References
c. Explain new product development. Planning for different stages of the product life cycle Class participation Quizzes Websites
d. Understand the relevance of product New product planning Critique on media
liability. New product development presentation
e. Understand the need for product or Need for product managers
brand managers.

3 hours a. Explain different pricing objectives for VII. Pricing policies Formal lecture Rubric on class Textbook
pricing decisions. Strategy dimensions for pricing Media Presentation participation References
b. Explain the concept of price Objectives guides strategy planning for price Class participation Quizzes Websites
flexibility. Flexible pricing policy Critique on media
c. Understand the factors that should be Price level policies over the product life cycle presentation
considered when setting price for Price structures built around list prices
products during the early stage of the List price depending on geographic pricing policies
product life cycle. Pricing policies combine to impact customer value
d. Understand price structures, including Legality of pricing policies
discounts, allowances and who pays
the transportation cost.
e. Explain the concept of value pricing
and its role in gaining competitive
edge.
f. Explain the legality of price level and
price flexibility policies.
3 hours a. Understand how wholesalers and VIII. Pricing applications Formal lecture Rubric on class Textbook
retailers set their prices through mark Firms that use markups Media Presentation participation References
ups. Average cost pricing Class participation Quizzes Websites
b. Understand the advantages and Break-even analysis Critique on media
disadvantages of average cost pricing. presentation
c. Understand the use of break-even
analysis to evaluate possible price.

3 hours a. Identify the different ideal place IX. Place and development of channel systems Formal lecture Rubric on class Textbook
objectives The ideal place objectives Media Presentation participation References
b. Understand the differences between Channel system direct or indirect Class participation Quizzes Websites
direct channel systems, intermediaries Channel specialist may reduce discrepancies and separations Critique on media
and indirect system. Channel relationships should be managed presentation
c. Explain how channel systems can be
Vertical systems focus on final customers
more effective.
The best channel system achieve ideal market exposure
d. Explain how to develop cooperative
relationships and how to avoid conflict
in channel systems
e. Understand how channel members in
vertical marketing system shift and
share functions for customer needs.
f. Distinguish intensive, selective and
exclusive distribution.

3 hours a. Explain how retailers plain their

marketing strategies. X. Retailers, wholesalers and their strategy planning Formal lecture Rubric on class Textbook
b. Explain the different kinds of the Retailers and wholesalers plan their own strategies Media Presentation participation References
retailers. The nature of retailing Class participation Quizzes Websites
c. Differentiate conventional, non- Kinds of retailers Critique on media
conventional retailers, internet Scrambled merchandising presentation
merchants and mass merchandising Wheel of retailing
concept. Wholesaler
d. Explain the concept of scrambled Types of wholesalers
merchandising and wheel of retailing.
e. Explain why size or belonging to chain
can be important to a retailer.
f. Explain the different kinds merchant
wholesalers and agent middleman
g. Understand the reasons how retailing
and wholesaling developed in different
countries
MIDTERM
3 hours a. Understand the advantages and XI. Promotion and integrated marketing communications Formal lecture Rubric on class Textbook
disadvantages of promotion methods. The different promotion methods Media Presentation participation References
b. Explain the concept of integrated Promotion requires effective communication Class participation Quizzes Websites
marketing communications Adoption process guide promotion planning Critique on media
c. Understand the importance of Promotion blends over life cycle presentation
promotion objectives.
d. Understand the process of
communication and its effect to
promotion planning.
e. Understand how promotion blends over
the adoption curve and product life
cycle.

3 hours a. Understand the importance and nature XII. Personal selling and customer service
of personal selling. The importance and role of personal selling Formal lecture Rubric on class Textbook
b. Explain the differences between order Three task of personal selling Media Presentation participation References
getting, order taking and supporting. Selection and training to build sales force Class participation Quizzes Websites
c. Describe the different ways of how Critique on media
Information technology tools to do the job
sales managers organized sales people. presentation
Compensation and motivating salespeople
d. Describe how sales technology affects
the performance of sales task. Personal selling techniques
e. Describe how to select, train, and
organize sales people to perform their
personal selling job.
f. Explain how right compensation plan
motivate and control salespeople.
g. Identify the different personal selling
techniques

3 hours a. Understand the importance of setting

specific objectives for advertising. XIII. Advertising and sales promotion Formal lecture Rubric on class Textbook
b. Differentiate the kinds of advertising. Advertising, sales promotion and marketing strategy planning Media Presentation participation References
c. Identify ways how to choose the best Advertising objectives Class participation Quizzes Websites
medium. Objectives determining the kinds of advertising needed Critique on media
d. Explain the functions of advertising Choosing the best medium presentation
agencies. Advertising agencies
e. Describe how to advertise legally. How to avoid unfair advertising
f. Understand the importance and nature of Different types of sales promotion for different targets
sales promotion

FINALS
 Course: Principles of Marketing

Unit 1 Marketing and the Unit 2 First half of the Unit 3 Final half of the
Environemnt marketing mix marketing mix

1. Marketing importance to 1. Product planning for 1. Promotion and

consumer, firms and goods and services integrated marketing
society 2. Product management communication
2. Opportunities in the and new product 2. Personal selling and
changing market development customer service
environment 3. Pricing policies 3. Advertising and sales
3. Demographics of global 4. Pricing applications promotion
consumer market 5. Place and development
4. Consumer and buying of channel systems
behavior 6. Retailers, wholesalers
5. Buying behavior of and their strategy
business and planning
organizational customers