Department of Marketing Management

COLLEGE OF ARTS AND SCIENCES

San Beda College
2nd Semester, AY 2014-2015

SAN BEDA MISSION AND VISION STATEMENT

San Beda College, a Catholic educational institution, is committed to the Christian formation of the
Bedan Community as it service to the Church, the Philippine society, and the world.

SAN BEDA COLLEGE VISION STATEMENT

San Beda College envisions a community that is fully human truly Filipino globally compet,itive.
SAN BEDA COLLEGE MISSION STATEMENT
San Beda College aims to form its members in faith (fides) Knowledge (scientia), and virtue (virtus)
and inculcate in them the Benedictine core values of prayer and work (ora et labora) that include study,com
munity,and pursuit of peace.
Core Value
Inculcate the Benedectine core values among the Students.
COURSE NUMBER
COURSE TITLE
COURSE UNITS
PRE-REQUISITE
CREDIT

:
:
:
:
;

MKC01
Principles of Marketing
3 Units
None
3 Units

Name of the of the Professor :Dr.AlejandroT.Romero Jr.

Faculty Rank;
Full Professor
Consultation Hours and Venue : by appointment,preferably thurs 6pm above
Email address;
greybird69@yahoo.com

COURSE DESCRIPTION: The course covers the basics of marketing; introduces and incorporates the idea
of vision and mission into marketing; presents concepts and tools for analyzing market and business
environment; discusses the marketing management process; and presents different available strategies that
any company can adopt.
GENERAL OBJECTIVES: At the end of the course, the student is expected to:
1. Understand the basics of marketing and insights of the latest marketing developments;
2. Apply marketing thinking to products and services, consumer and industrial markets, profit and
non-profit organizations, domestic and foreign companies, and small and large firms;

3. Identify the importance of marketing principles and concepts that are supported by research and
evidence from economics, the behavioural sciences, and modern management theory;
4. Attempt to develop a mini-marketing plan;
5. Internalize the values of nationalism, social responsibility, moral and intellectual integrity and for the
rights of others.
6. Expose students to the actual practice of marketing through field observation , market research,
product development and selling practices.
COURSE OUTLINE
Objectives
1

DURATION
Week 01

TOPICS
Course and Classroom
Management Orientation: To be
oriented on course syllabus and
classroom management and
policies

TEACHING STRATEGIES
Orientation

EXPECTED OUTCOME
Class participation (questioning,
inquiries, etc.)

Topic 1: Overview of Marketing

and the Marketing: An
Introduction

Discussion/Lecture; Business
News; Reading/anecdotes/
Quotes/joke

Student is expected to:

1). Explain the meaning of
marketing;

Project; library assignment on

important marketing terms

1,

Week 02

Topic 2: The Philippine Marketing

Environment

Lecture; Discussion/lecture;
Business News;
Reading/anecdotes/ Quotes/jokes
Class participation (questioning,
inquiries, etc.) and recitation
Student Project: (1) Practice
SWOT analysis

1,2

Week 03

Topic 3: Managing Information

Lecture; Discussion/lecture;

2). Discuss the goals of

marketing;

Student ability to:

1). Discuss the Philippine Market
and define the Market; and global
environment
2). Explain the Filipino Consumer
and its The Filipino Personality
Traits;
3). Describe the environmental
forces that affect the companys
ability to serve its customers.
4). Explain how changes in the
demographic and economic
environments affect marketing
decisions.
5). Identify the major trends in the
firms natural and technological
environments.
6). Explain the key changes that
occur in the political and cultural
environments.
Student ability to:

and Marketing Research

Business News;
Reading/anecdotes/ Quotes/jokes
Class participation (questioning,
inquiries, etc.) and recitation
Field assignment
Student Project: (1) survey
questionnaire formulation and be
able to distribute the
questionnaires within the campus

1,2

Week 04

Topic 4: The Consumer and

Business Market

Lecture; Discussion/lecture;
Business News;
Reading/anecdotes/ Quotes/jokes
Synthesis
Class participation (questioning,
inquiries, etc.) and recitation

1,2

Week 05

Topic 5: Market Segmentation,

Targeting, and Positioning

Lecture; Discussion/lecture;
Business News;
Reading/anecdotes/ Quotes/jokes
Class participation (questioning,
inquiries, etc.) and recitation
Continuation of presentation of
survey results
Library work research on
international
segmentation9Economic
indicator)

1,2,3,5

Week 06

Topic 6. Developing the Marketing

Mix
Product mix, place mix, pricing
mix,promotion mix

Lecture; Discussion/lecture;
Business News;
Reading/anecdotes/ Quotes/jokes
- Class participation (questioning,
inquiries, etc.) and recitation
- Team Presentation 1

1). Explain the importance of

information to the company
2). Define marketing research;
3). Know and understand the
importance of marketing
research;
4). Identify and describe the steps
in marketing research;
5). Determine and explain
marketing research budget.
Student ability to:
1). Explain Assessing Marketing
Information Needs.
2). Discuss The Consumer
Markets and Consumer Buyer
Behaviour.
3). Discuss consumer motivation
4) The different motivational
theories that impact buying
behaviour
Student ability to:
1). Discuss Assessing Marketing
Information Needs.
2). Discuss targeting,
segmentation and market
positioning
3) International economic
indicator

Student ability to:

1)Discuss the different mix
variables
2) Discuss the different
marketing mix strategies

observation of the market mix

variable within the mendiola
consortium fast food outlet
2,4

Week 07

Topic 7: New Product

Development and Product

Lecture; Discussion/lecture;
Business News;
Reading/anecdotes/ Quotes/jokes

Student ability to:

!) The product life cycle and its
application

- Class participation (questioning,

inquiries, etc.) and recitation
Exercises in product
development applying matrix
analysis
Week 08
Week 9

1,2,3,

Week 10

Review date and general

recitation
Midterm exam

All topics and readings will be

reviewed

Topic 9: Sales, Promotion ,and

sales management

Lecture; Discussion/lecture;
Business News;
Reading/anecdotes/ Quotes/jokes

Distribution Management with

emphasis in networking

Class participation (questioning,

inquiries, etc.) and recitation

2) The product development

stages
3) To use matrix analysis in
product development

Student ability to;

1). To explain the promotion mix
variables
2) To understand and apply
network marketing

Observation a of networking
organization and be able to
present a networking strategy

1.2.3.

Week 11

: Integrated Marketing
Communications Personal
Selling and sales management

Lecture; Discussion/lecture;
Business News;
Reading/anecdotes/ Quotes/jokes

Student ability to:

1). To identify and describe the
nature of personal selling, the

Role playing in sales presentation

1

Week 12
Week 13
Week 14
Week 15,16
and 17
Week 18

Continuation
Continuation
Format for marketing plan
Mini market plan
presentation

role of the sales force,

managing the sales force, and
the personal selling process
2) To present a networking plan

-Discussion of Market plan format

Student group workshop; faculty
advisement and consultation
Student group workshop; faculty
advisement and consultation

Final Exam coverage all topics

Student ability to develop

teamwork and creativity
Student ability to develop
teamwork and creativity
CAS Undergraduate Final
Examination

COURSE REQUIREMENTS:
COURSE REQUIREMENTS:
Students are expected to formulate a marketing plan for a product of their
choice and this will be presented on Week 17. The group paper
assignments given throughout the semester will be the major portions of
your marketing plan.
The format of the marketing plan is as follows:
A. Executive Summary
B. Market Description and Analysis
1. Situational Analysis
a. Target Markets
b. Demographics/Psychographic Profile of the Market
d. Market Needs
e. Market Trends
f. Market Growth
2. Competitor Analysis
3. SWOT Analysis
4. Keys to Success
C. Marketing Strategies
1. Mission
2. Marketing Objectives
3. Target Marketing
4. Positioning
5. Pricing Strategy
6. Place Strategy
7. Advertising and Promotion Strategies
Deadlines:
Week 5 Market Description and Analysis and Competitor Analysis
Week 7 Target Market
Week 10 Positioning Strategy
Week 14 Place Strategy
Week 15 Pricing Strategy

Week 16 Advertising and Promotion Strategies

GRADING SYSTEM:
Midterm Grade Computation

Weight

1. Class Standing
Exercises/Quizzes
Recitation
Worksheets

60%

2. Midterm Examinations
MIDTERM GRADE

40%
100%

Final Grade Computation

1. Midterm Examinations
2. Class Standing
Quizzes
Paper Works
Worksheets
3. Final Examinations
FINAL GRADE

20%
50%

100%

30%

POLICIES:
PRESCRIBED TEXTBOOKS:
I
1. Essentials of Marketing A Marketing Strategy Planning Approach
Perreault, Jr. / Cannon / McCarthy
Thirteenth Edition
2. Principles of Marketing
Maria Victoria M. Ac-Ac
Anvil Publishing
II
III

SUPPLEMENTARY READINGS AND REFERENCE MATERIALS:

1. Fundamentals of Marketing in the Philippine setting

Josiah Go / Chiqui Esacareal-Go
2nd Edition
TEACHING STRATEGIES:
Carefully prepared syllabus, well-thought-of prescribed textbook/reference materials, case
application, lecture, discussion-questioning, guided seatwork and workshop exercises,
brainstorming sessions, group or individual consultations, Co-curricular and Extra-Curricular
Involvement (symposium, seminar, quiz contest, etc.) .

Policies
1 Students are expected to behave in the class room especially during lecture and oral presentation\
2 Oral presentation, individual or group is considered as a form of examination, any kind of communication
will be construed as cheating and shall be dealt with grade penalty and subjected to disciplinary action.
3 Policy on written EXAM shall be the same as oral.
4 No make up exam is allowed except the ones considered in the student manual

Professor\
DR.ALEJANDRO T. ROMERO

DR BRYAN BUSTAMANTE
VICE DEAN

COURSE SYLLABUS
2nd Semester, AY 2014 2015
Vision-Mission Statement
:San Beda College, a Catholic educational institution, is committed to
the Christian formation of the Bedan Community as its
service to the Church, the Philippine society, and the world.
Vision
:
San Beda College envisions a community that is Fully Human,
Wholly Christian, Truly Filipino, and Globally Competitive.
Mission
:
San Beda College aims to form its members in Faith, Knowledge, and
Virtue
Core Values
:
Inculcate in the students the Benedictine core values of Study,
Community, and Pursuit of Peace
______________________________________________________________________________________
______________________________________________
Course Title
Course Code
Prerequisite
Credits :

:
(as indicated in the course bulletin or curriculum)
:
(as indicated in the course bulletin or curriculum)
:
(if applicable)
(as indicated in the course bulletin or curriculum)

Instructor:
(Indicate the faculty rank and highest degree earned)
Email:
Office:
Consultation Hours:
Venue:
I. Course Description
II. Course Objectives:

(Based on the Course Bulletin)

Guidelines in writing course objectives (Gronlund, 2004: 121-122):

San Beda College

DEPARTMENT OF MARKETING MANAGEMENT
College of Arts and Sciences

COURSE SYLLABUS
2nd Semester, AY 2014 2015
Vision-Mission Statement
:
San Beda College, a Catholic educational institution, is
committed to the Christian formation of the Bedan Community as its
service to the Church, the Philippine society, and the world.
Vision
:
San Beda College envisions a community that is Fully Human,
Wholly Christian, Truly Filipino, and Globally Competitive.
Mission
:
San Beda College aims to form its members in Faith, Knowledge, and
Virtue
Core Values
:
Inculcate in the students the Benedictine core values of Study,
Community, and Pursuit of Peace
______________________________________________________________________________________
______________________________________________
Course Title
Course Code
Prerequisite
Credits :

:
(as indicated in the course bulletin or curriculum)
:
(as indicated in the course bulletin or curriculum)
:
(if applicable)
(as indicated in the course bulletin or curriculum)

Instructor:
(Indicate the faculty rank and highest degree earned)
Email:
Office:
Consultation Hours:
Venue:
I. Course Description

(Based on the Course Bulletin)

II. Course Objectives:

Guidelines in writing course objectives (Gronlund, 2004: 121-122):
1. Write down the general objectives based on the course description
2. Prioritize general objectives (most important to least important)
3. Integrate the vision-mission, goals, and core values of the school
4. Adopt/integrate objectives stated in the CMO
5. Must promote higher order thinking skills (HOTS)
6. Start with a verb (please refer to the Verb List in Blooms Taxonomy);
7. Be stated in terms of student performance (rather than teaching performance);
8. Be stated as a learning product (rather than learning process);
9. Be stated in terms of the students terminal performance (rather than the subject matter to be
covered);
10. Include one learning outcome;

11. Be stated at the proper level of generality; and

12. Be relatively independent (no overlapping objectives).
III. Course Outline
Course
Objective

Learning Outcomes

Time
Allotment

Topics

Guidelines:
1.

The specific types of

performance students are
expected to demonstrate;

2.

Begin with a verb that

specifies
definite,
observable performance;

3.

Must be relevant to the

instructional goals and
objectives;
4. Sufficient number of
specific learning outcomes
to describe adequately the
performance of students;
5. Must be stated so that it
can be used with various
units of study; and
6. Must be appropriate for
the area and level of
instruction.

Teachin
A

Guidelines:
1. Learning act
centered, inter
based wheneve

2. Teaching m
and enhance s
critical thinkin

3. Learning ac
life comprehe
highlight sign
subject matter
learning.

4. Integrate kn
from
resear
community inv
classroom instr

5. Appropriate
the learning sty

6.Interactive
strategies usin
materials.

7. Varied class
structured rep
reaction/reflect
solving, grou
activity, resea
pen activities, r

V. Course Requirements
Guidelines:
1. Course requirements must be well-defined and must promote higher order thinking skills.
VI. Grading System and Grading Procedure
1.
2.

Grading System as indicated in the Student Information Handbook

Evaluation procedures and criteria must be clearly written (i.e., Rubric, etc).

VII. Course References

1.

2.
3.
4.

Guidelines:
Reference materials must be well-selected and updated and must be differentiated from:
a. references and supplementary learning materials;
b. including websites and electronically purchased references;
c. and articles from scholarly journals.
Research works (published or unpublished) of faculty members that are relevant to the
course must be included in the reference materials.
Reference materials must be available in the library
Reference materials must be written in a uniform format.
a. For books : Author, Title, Edition, Place of Publication: Publisher, Year of
Publication (example: Baxter, Hugh, Habermas: The Discourse Theory of
Law and Democracy, California: Standford University Press, 2011.
b. For journal articles : Author, Title of the Article in Title of the Journal, Volume,
Number/Date of Issue, Pages (example: Ferrera, Alessandro, The Separation of
Religion and Politics in a Post-Secular Society, in Philosophy and Social
Criticism, vol. 35, nos. 1-3, p. 78)
c. Electronically downloaded articles: Author, Title of the Article in Title of the
Journal, Volume, Number/Date of Issue, Pages <website> (example: OLeary,
Timothy, Foucault, Experience, Literature, in Foucault Studies, 5 (January
2008), 5-25, <http://rauli.cbs.dk/index.php/foucault-studies/article/viewFile/
1407/1510>
d. Websites:
Website
Brief Description about the website

Prepared by:

Endorsed by:

Faculty.

Chairperson

Noted by:

Approved by:

Associate Vice Dean

Dean