COURSE SYLLABUS

COURSE TITLE : PRINCIPLES OF MARKETING

COURSE CODE : MKTG 1
COURSE CREDIT : 3 UNITS (54 HOURS LECTURE)
PREREQUISITE : NONE
PLACEMENT : 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. Attendance and punctuality in class.
1. Be in complete and proper uniform.
2. Active participation in class discussions and activities.
3. To pass all major exams

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

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 Class Participation 20%
Projects/Reprots 20%
Quizzes 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:
TIME VALUES EVALUATIVE
SPECIFIC OBJECTIVES COURSE OUTLINE METHODOLOGY ALLOTMENT INTEGRATION MEASURES
At the end of the session, the students should be able Overview of the course Informal discussion 2 hours Self-confidence
to: Leveling of expectations Openness
1. Know the scope of the course and the Orientation on the requirements of Determination
requirements. the course
2. Express his/her expectations of the course.

Part I
UNDERSTANDING MARKETING AND
THE MARKETING PROCESS
1. Know the definition and concept of marketing. Chapter 1--Marketing in a Changing Readings 3 hours Diligence Recitation
2. Understand and explain the core concepts of World: Creating Customer Value Lecture Patience Quiz
marketing by giving examples. A. What is marketing? Question and Analytic thinking
3. Analyze the functions involved in marketing B. Core concepts answer
management. C. Marketing management
4. Compare the marketing management philosophies D. Marketing management
and how they relate to marketing decisions. philosophies
Integration

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1. Know the definition of all important terms in the Chapter 2 -- Strategic Planning and Readings 4 hours Critical thinking Written homework
chapter. the Marketing Process Lecture Diligence Quiz
2. Understand what strategic planning is all about and A. Strategic planning Question and Focus
how it is applied to marketing process. B. Designing the business portfolio answer
3. Illustrate business portfolio. C. The marketing process Workshop
4. Analyze how strategic planning contributes to D. Managing the marketing effort
marketing decision-making. Wrap-up
1. Identify the components of Chapter 3—The Marketing Readings 4 hours Enthusiasm Research work
microenvironment and macro- Environment Discussion Unity Quiz
environment and to be able to A. The company's Group work
cite examples of events and microenvironment
situations that clearly illustrate the B. The company's
levels of both environments. macroenvironment
Conclusion

Part II
ANALYZING MARKETING
OPPORTUNITIES
1. Understand the marketing research process. Chapter 4--Marketing Research and Lecture 4 hours Unity and Group research
2. Know the components of marketing Information Systems Visit the MISD Dept. teamwork Recitation
information system. A. The marketing research and and observe Interest Quiz
3. Explain the importance of marketing information systems Discussion Hard work
research and where it fits into the B. The marketing research process PRELIMINARY
marketing information system. Integration EXAMINATION
4. Know how marketing research is used
to analyze marketing opportunities.

1. Know and explain the model of Chapter 5--Consumer Markets and Readings 5 hours Promptness Graded homework
consumer buyer behavior. Consumer Buyer Behavior Situation analysis Obedience Case analysis
2. Identify and illustrate the factors A. Model of Consumer Behavior Presentation of Cooperation and Recitation
affecting the consumer buying B. Characteristics affecting short skits teamwork
behavior. consumer behavior Quiz
3. Explain the buying roles. C. Consumer buying roles
4. Know the types of buying decision D. Types of buying decision
behavior. behavior
5. Understand the role of the marketer in the buying E. The buyer decision process
decision process for both existing products and new F. The buyer decision process for
products. new products
Conclusion
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1. Know the types of business market. Chapter 6--Business Markets and Briefing 4 hours Unity Internet research
2. Know the buying behavior of the Business Buyer Behavior Business game/s Cooperation Recitation
business markets. A. Business markets Open discussion Quiz
3. Differentiate the business market from the B. Business buyer behavior
consumer market. C. Institutional and government
markets
Conclusion
Part III
SELECTING TARGET MARKETS

1. Understand the important terms Chapter 7--Market Segmentation, Lecture 5 hours Determination Graded homework
involved in the chapter. Targeting, and Positioning for Quiz Bee Diligence Quiz
2. Illustrate how marketing segmentation is done. Competitive Advantage Question and Recitation
3. Demonstrate how business firms go about A. Markets answer
targeting market/s. B. Market segmentation
4. Know the importance of effective market C. Market targeting
segmentation, targeting, and positioning. D. Positioning for competitive
advantage
Integration
Part IV
DEVELOPING THE MARKETING MIX

1. Know the definition of product. Chapter 8--Designing Products: Readings 5 hours Ingenuity Group project
2. Classify products and give examples. Products, Brands, Packaging, and Lecture Teamwork (Product creation)
3. Know the important decisions involved in product Services Workshop-- Harmony Critique
line, branding, packaging, labeling, services, and A. What is a product? Create a product, Interest Graded discussion
product mix. B. Product classification brand, package, Resourcefulness
4. Brainstorm on new product C. Individual product decisions label MIDTERM
development. Then create the D. Product line decisions EXAMINATION
branding, packaging, and E. Product mix decisions
labeling of Summary
product for presentation to class.
1. Know the various factors affecting Chapter 9--Pricing Products: Pricing Lecture 4 hours Determination Quiz
pricing decisions. Considerations and Approaches Seatwork Focus Graded seatwork
2. Demonstrate how prices are computed using the A. Factors to consider when setting Board work
different pricing approaches. Analyze the pricing prices
strategies adopted by certain companies selling B. General pricing approaches
consumer products. Conclusion
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1. Identify the various distribution channels. Chapter 10--Placing Products: Lecture 4 hours Cooperation Recitation
2. Visit and observe some nearby retail and wholesale Retailing and Wholesaling Group observation Eagerness to learn Written critique
stores. Then compare the difference in the selling A. The nature of distribution Case analysis Sense of fulfillment Graded individual
practices of both establishments. channels analysis
B. Retailing
C. Store retailing
D. Retailer marketing decisions
E. Wholesaling
F. Types of wholesalers
1. Explain the process involved in developing a Chapter 11--Promoting Products: Video presentation 6 hours Versatility Graded participation
promotional campaign. Advertising, Sales Promotion, Public of TV ads Unity Graded assignment
2. Critique current advertisements on TV, radio, and Relations, and Personal Selling Lecture Determination (clippings of print
print. A. Steps in developing effective Open discussion Cooperation advertisement)
3. Identify the role performed by a marketer in communication Group work Sense of Group project
developing product promotion. B. Advertising Role playing on responsibility Quiz
4. Know the advantages and disadvantages of the C. Major decisions in advertising personal selling Creativity
approaches in promoting products. D. Sales promotion
5. Explain the important considerations involved in E. Public relations
promoting products. F. Personal selling
6. Compute the budget for advertising using the
various approaches.

1. Discuss and react on current issues on the social Chapter 12--Marketing and Society: Lecture 4 hours Critical thinking Graded participation
responsibility of marketing. Social Responsibility and Marketing Group critique Awareness on Written assignment
2. Explain social responsibility in the light of Ethics Brainstorming social values Recitation
marketing ethics. A. Social criticisms of marketing Debate Social responsibility
3. Analyze real cases on social responsibility B. Citizen and public actions to FINAL
undertaken by local firms. regulate marketing EXAMINATION
4. Suggest ways of strengthening the company C. Business actions toward socially
programs on social responsibility. responsible marketing

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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