HOLY

CROSS OF DAVAO COLLEGE

Sta. Ana Avenue, Davao City

Bachelor of Science in Business Administration (BSBA)
Major: Marketing Management

COURSE OUTLINE

Principles of Marketing

I. Course Number: Marketing 1



Credit: 3 units

II. Course Title: Principles of Marketing


Pre-Requisite: none

III. Course Description:

This course covers the sequence on how marketing concepts are applied in companies. It deals with the
basic of marketing; introduces and incorporates the different marketing philosophy; presents concepts and
tools for analyzing market and different environment; discusses the marketing management process and
presents different available strategies that any company can adopt to attract the Filipino consumer.

IV. Course Objectives:

At the end of the course, the student should be able to:

1. Discuss the current events and practices of personnel & human resources management towards
the changing global trends and emerging new world order in the business external and internal
environment of business
2. Categorically identify themselves as part of the human resources in the future
3. Familiarize with current concepts applied in personnel & human resources management and
internalize the concept to express thought and ideas

V. Course Outline








No. of Hours

A. Definition of Marketing: Core Concept of Marketing



13.5 hours

1. Needs
2. Wants
3. Demand
4. Products and Services
5. Value and Satisfaction
6. Exchange, Transaction, Relationship
7. Markets

B. Marketing Management Philosophies

1. Production Concept
2. Product Concept
3. Selling Concept
4. Marketing Concept
5. Societal Concept




C. Marketing Environment





1. Microenvironment
a. 2 Forces/Factors of Marketing Environment
b. Microenvironment Forces
2. Macroenvironment
a. Companys Macroenvironment Forces














D. Consumer Market and Consumer Buyer Behavior

13.5 hours

No. of Hours

13.5 hours

13.5 hours

1. Characteristics Affecting Consumer Behavior
a. Definition of Consumer Behavior and Consumer Market
b. Factors Influencing Consumer Behavior
b.1. Cultural
b.2. Social
b.3. Personal
b.4. Psychological
2. Types of Buying Decision Process
3. Buyer Decision Process

E. Market Segmentation, Targeting, and Market Positioning


1. Market Segmentation
a. Market Segmentation
b. Level of Market Segmentation
c. Ways in Segmenting the Market
d. Market Targeting
e. Market Positioning
2. Price






a. Factors to Consider in Setting Prices
b. Internal Factors Affecting Pricing Decisions
c. External Factors Affecting Pricing Decision
d. General Pricing Approaches
e. Pricing Strategies
f. Product Mix Pricing Strategies
g. Price Changes
3. Promotion
a. Communication Process
b. Steps in Developing Effective Communication
c. Nature of Promotional Tool
d. Factors in Setting the Promotion Mix
4. Place
a. The Nature of Marketing Channels
b. Channel Design Decisions


c.
d.
e.
f.
g.
h.
VI.

Channel Behavior & Organization

Channel Behavior
Analyzing Consumer Service Needs
Setting the Channel Objectives and Constraints
Economic Criteria
Channel Management Decisions

References
A. Bibliography

a. Books

Etzel, Michael and et.al. (2007) Marketing 14th edition. McGraw-Hill Irwin New York

Kotler and et.al. (2008) Principles of Marketing A Global Perspective, Pearson Education South Asia
Pte. Ltd. Singapore

Kotler, Philip and Armstrong Garry (2012) Principles of Marketing. Global Edition, Singapore

Kotler, Philip and et.al. (2009) Marketing Management: An Asian Perspective, Pearson Education
South Asia Pte. Ltd, Singapore

Kotler, Philip and Keller Kevin Lane (2009) Marketing Management 13th edition, Pearson Education,
Inc. Singapore

Kotler, Philip et.al (2006). Principles of Marketing: an Asian Perspective. 7th edition. New Jersey:
Prentice Hall Inc.

Kotler, Philip et.al (2010). Principles of Marketing: Global Perspective. 13th edition. Pearson,
Prentice Hall Inc.

Marshall, Greg W. and Johnston Mark W. (2010) Marketing Management. McGraw-Hill Education,
New York

Mullins, John W. and et.al. (2008) Marketing Management: 6th Edition A Strategic Decision Making
Approach. Mc-Graw Hill Irwin, New York

b. Unpublished Documents

Ates, Luzviminda. (2010) et. al. Worktext in the Fundaments of Marketing

B. Webliography

http://www.consumerpsychologist.com/, retrieved March 2011.

http://en.wikipedia.org/wiki/buyer_decision_processes, retrieved March 2011

VII.

Course Requirements
A. Observation reports on consumer behavior.



VIII.

Grading System
Midterm Grade



Tentative Final Grade

Prelim Examination

25%
Semi-final Examination 25%
Midterm Examination
25%
Final Examination

25%
Class Standing

50%
Class Standing

50%
Total

100%
Total

100%



Midterm Grade + Tentative Final Grade
Final Grade
=






2