COURSE

SYLLABUS COURSE CODE COURSE TITLE ACADEMIC TERM DEPARTMENT This Principles of Marketing subject is a foundational course. It teaches the general principles that anchor all decisions and actions that pertain to the marketing of products and services. This course introduces the significant marketing theories and resulting practices that will equip students with the right mindset when designing the marketing strategy of a product or service. The course is essentially divided into three parts: 1) introduction to core concepts of marketing, which include general definition of terms, philosophies, processes and methods; 2) detailed discussion and analysis of the significant elements that comprise a marketing strategy and; 3) the application of everything that was discussed through a feasible and strategically-sound marketing plan developed by the students. OBJECTIVE To introduce the fundamental concepts, principles and practices of modern-day marketing that will create a strong foundation for the students to comprehend and perform well in their succeeding courses. PROFESSOR REFERENCE Maria Anna Manalo mariaannamanalo@gmail.com Edmodo class code: zk2b20 Kotler P. & Armstrong G. Principles of Marketing 14th Edition Salvador, S. & Fua-Geronimo, E. Principles of Marketing Department of Marketing, College of Business SY 2012-2013, Second Semester Principles of Marketing MARK 2013

COURSE DESCRIPTION

COURSE OUTLINE
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18
TOPIC

I. Defining Marketing and the Marketing Process a. Distribution of Syllabus & Leveling of Expectations b. Lecture/Introduction - Marketing: Creating and Capturing Value Company and Marketing Strategy: Partnering to Build Customer Relationships II. Understanding the Marketplace & Consumers Analyzing the Marketing Environment Managing Marketing Information to Gain Customer Insights Consumer Markets & Consumer Buyer Behavior III. Designing a Customer-Driven Strategy & Mix a. Customer-Driven Marketing Strategy: Creating Value for Target Customers b. Creating Competitive Advantage Products, Services, & Brands: Building Customer Value New Product Development & Product Life-Cycle Strategies Pricing: Understanding & Capturing Customer Value Pricing Strategies MIDTERM EXAMINATION Marketing Channels: Delivering Customer Value Retailing and Wholesaling Communicating Customer Value: Integrated Marketing Communications Strategy Advertising & Public Relations Personal Selling & Sales Promotion Direct & Online Marketing: Building Direct Customer Relationships IV. Extending Marketing The Marketing Plan a. The Global Marketplace b. Sustainable Marketing: Social Responsibility & Ethics

COURSE REQUIREMENTS a. Quizzes, Skillworks & Reports On Quizzes: There will be quizzes every meeting and it will be given at the end of the lecture, or 5 minutes before the period ends. It will only have two (2) items, which will be provided by the reporters & the professor. On Skillworks: On days that the professor will not be able to meet the class, students will be provided a seatwork for the day. On Reporting: Students will be grouped according to the number of topics available, which they will report and discuss to the class. Reporters will be graded according to the clarity and conciseness of their take on the topic and in their creativity of their delivery. The reporters must provide a copy of their report to the professor and classmates (note: format i.e. soft or hard copy will be determined by the class). Students should always come to class prepared for their reports, those unable to report on their scheduled time due to trivial matters will not be given the chance to make-up for the missed opportunity. Each report should last for 40 minutes. b. Recitation Students will only be given one (1) chance for recitation for the whole semester. He / She will be called randomly and will be asked to answer and/or discuss a question based on the topic for the day. Students can get three (3) possible scores:


1 7 10 The student was not able to answer nor discuss/expound on the matter. The student was able to answer & expound on his/her answer, however important ideas/key words/concepts/processes were left out. The student was able to answer correctly and explain fully his/her answer.

c. Midterm Examination The midterm examinations will be an objective pencil-and-paper type of test, and will be worth 250 points. Students will be provided with handouts from lectures and reports, which will be the basis of the questions that will be included in the test. d. Final Requirement The final requirement will be a synthesis and/or application of everything that you have learned about the course. The class will be divided into two (2) groups. Each group will construct a marketing plan and its subsequent communication executions. Printed/hard copy of the marketing plan and the executions must be provided together with the accomplished Peer Evaluation forms from each member. GRADING SYSTEM Quizzes, Skillworks & Reports Recitation Midterm Exam Final Requirement TOTAL 25 % 25 % 25 % 25 % 100 %