PHINMA UNIVERSITY OF PANGASINAN

College of Management and Accountancy

Bachelor of Science in Business Administration Department

PEN Code: MKT 001 Credits/Hours: 3 units / 54 Hrs

Course Title: Principles of Marketing Prerequisite: None

I. The PHINMA-UPang Vision and Mission

A. Vision: By 2025, to be an educational institution recognized for transforming the lives of its students and their families, especially low income
families, for the better; and for the number of students whose lives it has improved.
B. Mission: To uplift the lives of the low income families in our community. We will pursue this mission by:
1. Providing these families accessible, relevant, and appropriate training and education that leads to employment and an improvement in
their economic well-being.
2. Producing the competent & qualified human resources needed by Metro Dagupan, national, and global industries.
3. Facilitating collaboration among government, industry, and the academe as the means to designing programs and curricula that
respond to the needs of a developing economy.
4. Transforming PHINMA UPang into a community that celebrates diversity, cross cultural appreciation, creativity, and collaboration and
that serves as a model for others.
C. Core Values- Patriotism, Commitment, Integrity, Competence, Professionalism, Openness and Teamwork
II. Course Description
The course provides topics on essentials of Marketing Research which includes the value of Marketing Research, designing a Marketing Research
project, gathering and collecting data, data preparation, analysis and reporting results. This course will enhance the students’ research,
communication and analyzation skills by completing a major paper in line with the current market situation in collaboration with other major
course subjects.
III. Course Objectives
A. Cognitive
1. Use basic concepts and methods of marketing research;
2. Develop a structural thinking ability to translate management problems into tangible research questions;
3. Enhance critical thinking ability to assess the quality of marketing information and sensitivity to the biases and/or the limitations of market
data; and,
4. Familiarize with frequently used quantitative approaches and used the most appropriate methods in various conditions
B. Psychomotor
1. Create a research project plan that includes problem identification, research design, data collection design, data analysis and solution
generation;
2. Conduct focus group discussion on a pressing marketing research problem.
C. Affective
1. Comprehend ethical principles and codes of conduct that must be observed when any project is conducted;
2. Nurture a skill to effectively utilize research results for a better decision making; and,
3. Grasp the importance of Marketing Research in global business.

IV. Course Outline and Time Allotment

Week Day Topics
1 Classroom Policies and Introduction to the course
0
Discussion of Course Syllabus
1 Orientation and reading an article about marketing
2
2 Defining basic marketing terms
3 Describing the Marketing Philosophies and Differentiating Sales Philosophy From Marketing
3 Philosophy
4 Quiz 1
5 Explaining Market Segmentation
4
6 Selecting Target Market
7 Defining “Product” and Identifying and Classifying Products
5 8 Defining Brand, Packaging and Labeling
Enumerating branding strategies, packaging functions and labeling functions
9 Quiz 2
6
10 Illustrating and explaining the Product Life Cycle
11 First Periodic Exam
7
12 Defining Price and Price Objectives
13 Describing Pricing Policies Part 1
8
14 Describing Pricing Policies Part 2
9 15 Quiz 3
 16 Identifying and explaining Price Adaptation Strategies
17 Identifying and Explaining the Basic Aspects of Physical Distribution
10
18 Identifying and Explaining the 3 Functions of Distribution Strategies
19 Quiz 4
11
20 Discussing the Concept of Retailing
21 Discussing the Concept of Wholesaling
12
22 Second Periodic Exam
23 Defining Marketing Communication and Identifying Promotional Strategies
13
24 Comparing and Differentiating Advertising and Public Relation
25 Quiz 5
14
26 Discussing Sales Promotions & Explaining E-Marketing
27 Discussing Word-of-Mouth Marketing and Personal Selling
15
28 Quiz 6
16 29 Explaining the Elements of Marketing Plan
17 30 Designing a Marketing Plan
18 31 Third Periodical Examination

V. Textbook: NONE
VI. References :
Roberto G. Medina, Ph.D; Principles of Marketing; 2008; Rex Bookstore
Zenaida S. Diola, Edgar M. Tichepco; Marketing a Simplified Approach; 2009; C&E Publishing
Charles W. Lamb, Joe F. Hair, Carl McDaniel; Principles of Marketing; 2013; Cengage Learning
Philip Kotler, Gary Armstrong; Principles of Marketing; 2013, 14th ed; Pearson Educational Limited
VII. Other References:
VIII. Expectation from Student: The student’s responsibility is to come to each class prepared. Class Activities includes in recitation and
group/individual case discussion. He/she is expected to work on and submit the cases honestly and conscientiously and to take all examinations
and quizzes on the date scheduled
IX. Academic Honesty: All students are expected to be academically honest. Cheating, lying and other forms of unethical behavior will not be
tolerated. Any student found guilty of cheating in examinations or plagiarism in submitted course requirements will receive an F or Failure in the
course requirement or in the course. Cheating refers to securing help in a test, copying tests, assignments, reports or term papers, collaborating
with other students during an examination or in preparing academic work such as daily activity sheets, signing another students name on an
attendance sheet, or otherwise practicing scholastic dishonest.
X. Policy on Absences:
1. Every student is required to attend his classes regularly and punctually.
2. A student who is late for class for at least 10 minutes will be marked as absent.
3. A student will incur an absence for every 3 times that he is tardy.
4. No excuse for an absentee or absences will be considered valid unless the student can show that his absences were unavoidable or necessary.
5. The PEN Student Handbook (Tertiary Level) and the MORPHE shall apply in suppletory to the foregoing.
XI. Grading System:

P1= (CS *2/3) + (Prelim Exam *1/3) Where CS=Class Standings (Quizzes 40%, Class
P2= (CS *2/3+(Midterm Exam*1/3) Participation 30%, Assignments & Seatwork 20%,
P3= (CS*2/3) + (Final Exam*1/3) Attendance and Wearing of Uniform 10%)

XII. Faculty Information

Instructor Email Address Consultation Hours
Kristel Jane Q. Natividad kqnatividad@up.phinma.edu.ph M/W 1:30-3:00

Prepared by:
Kristel Jane Q. Natividad
Faculty- in- Charge

Checked By: Approved By:

Elisa C. Cristobal, Ph.D. Dr. Teofila S. Albay ,CPA

Program Head-BSBA Dean, College of Management and Accountancy