VPAA-QF-10

Republic of the Philippines

CvSU Vision
The premier university
in historic Cavite recognized for
excellence in the development
of morally upright and globally
competitive individuals.
CAVITE STATE UNIVERSITY CvSU Mission
Tanza ǀ Trece Martires City ǀ Gen. Trias City Campus Cavite State University shall provide
 235-7997 ǀ  410-5247 ǀ  437-0693 excellent, equitable and relevant educational
www.cvsu.edu.ph opportunities in the arts, science and
technology through quality instruction and
relevant research and development activities.
It shall produce professional, skilled
TRECE MARTIRES CITY CAMPUS and morally upright individuals for global
Department of Management competitiveness.

Students are expected to live by and stand for the following University tenets:

TRUTH is demonstrated by the student’s objectivity and honesty during examinations, class activities and in the development of projects.

EXCELLENCE is exhibited by the students’ self-confidence, punctuality, diligence and commitment in the assigned tasks, class
Core Values performance and other course requirements.

SERVICE is manifested by the students’ respect, rapport, fairness and cooperation in dealing with their peers and members of the
community.
In addition, they should exhibit love and respect for nature and support for the cause of humanity.

The three campuses shall endeavor to:

Goals of T3 1. Provide high quality instruction in order to produce skilled, morally upright, and globally competitive individuals;
Campus 2. Develop and pursue advance research activities through arts, sciences, and technology to support instruction; and
3. Develop and conduct extension activities that will empower local people and communities.

Objectives
of the The department shall endeavor to:
Department 1. provide high quality instruction and professional expertise to students, to prepare them in the different organizational
settings as upright and competitive individuals;
2. equip students with the knowledge and principles of marketing management, tourism and hospitality management and
its application in their future career;
3. develop global awareness among students to meet the dynamic requirements of marketing management, tourism and
hospitality industry thru research works, and community development programs by creating strong linkages with

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 related organizations; and
deliver a gender-fair and gender sensitive instructions to students aligned with the university goals and objectives.

Program Educational Objectives (based on the program CMO)

The Bachelor of Science in Business Management major in Marketing Management intends to produce students who are globally competitive and
morally upright entrepreneurs/managers/marketers who can:

1. apply theories and principles of business management;

2. develop comprehensive business plans;
3. conduct an in depth analysis and provide creative solutions on various business situations both in the local and international setting;
4. exemplify ethically responsible and gender sensitive behavior in all business undertakings;
5. design knowledge-sharing arrangements/linkages and effectively deliver desired value contribution to the various sectors of the society.
6. conduct relevant trainings and developmental extension activities among various stakeholders.
COURSE SYLLABUS
First Semester, AY 2020-2021
Course Course Lecture 
MKTG 80 Marketing Management Type Credit Units 3
Code Title Laboratory ___

Course
Principles and methods of marketing goods and services and marketing opportunities and problems in various types of business behavior.
Description

Pre- Lecture: ________________________________

MKTG 50 and MKTG 55 Course Schedule
requisites Laboratory: ______________________________
Student Outcomes and Relationship to Program Educational Objectives
Program Educational Objectives (based on the program CMO)
Program/Student Outcomes (based on the program CMO)
1 2 3 4 5 6
The students should:
a. Demonstrate corporate and social responsibility.      
Perform the basic functions of management such as planning,
b.      
organizing, staffing, directing, leading and controlling.
c. Apply information and communication technology (ICT) efficiently.    
Work effectively with other stakeholders and manage conflict in the work
d.
place.
     
Select the proper decision tools to critically, analytically, and creatively
e.
solve problems and drive results.
     

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f. Analyze the business environment for strategic direction.      
g. Prepare operational plans.      
h. Innovate business ideas on emerging industry.      
i. Management a strategic business unit for economic sustainability.      
Course Outcomes and Relationship to Student Outcomes
Program Outcomes Addressed by the Course Program Outcomes Code
After completing this course, the students should be able to: a b c d e f g h i
1. describe the role of marketing managers on serving broad
I E E E E E I I I
classes of customers;
2. outline the marketing management process in the context of
I I I E E D D D D
the organization’s overall strategic plan;
3. explain the marketing research as a process involving several
stages, which include determining the purpose of the research,
D D E E E E I I E
designing the plan for the research and the marketing
situations; and
4. describe and discuss the consumer behavior, the process
I I E E E E E E E
influenced by social marketing situations
5. analyze various marketing programs which includes product,
D D D D E E E E E
price, distribution and promotional strategies; and
6. develop appreciation of marketing management for effective
D D E E E D D D D
learning as reflected in the performance of the learner.
*Level : I-Introductory E- Enabling D-Demonstrative
COURSE COVERAGE
Resources
Mode of Outcomes-
Topic Teaching and Needed Due Date of
Week Intended Learning Delivery based
Learning Submission of
No. Outcomes (ILO) Assessment
Activities (TLA) Output
(OBA)
1 After the completion I. Overview of the  Asynchronous Distance mode Output 1:
of the chapter, introduction of video  E-Books
students will Marketing recordings of 1-page illustration
be able to: Management lecture  edX Video on how C2C and
accessed and B2B transactions Week 2
1. enumerate the  Term and definition online transcripts happen in the
tasks of of marketing marketplace.
marketing;  Relationship of  Video Clips  Module
2. enumerate the marketing and and

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 major concepts social system Transcriptions  Syllabus
and tools of  Marketing at 21st
marketing; Century  CMO 17
s2017

3. discuss the  Marketing to the

orientations that new economy Output 2:
company exhibit  Building customer
in the satisfaction, value, 1-page report on Week 3
marketplace; and and retention how
4. explain how  Vendors’ story businesses/comp
2
companies and anies change
marketers their marketing
respond to new strategies during
challenges. COVID-19
Pandemic.
After the completion II. Segmentation and  Asynchronous Distance mode
of the chapter, Targeting video  E-books Output 3:
students will  Introduction to recordings of
be able to: Segmentation lecture  edX Video 1-page proposal
 Concept of accessed and of an existing
1. explain the Segmentation online transcripts product to be
concept of  Bases of conducted for a 4
segmentation; Segmentation  Video Clips  Module Marketing Plan
3
2. describe the  Marketing Plan and  Syllabus
basis of Transcriptions  Sample
consumer market Marketing
segmentation; Plan
3. create a
marketing plan
for an existing
product

Output 4:
4. illustrate how to  Targeting (Marketing Plan
4 target specific  Target Strategies continuation) 5

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 segments; and  Segmentation and
5. develop targeting Targeting in real  Segmentation
strategies; life marketing and Targeting
(2 Pages)

After the completion III. Differentiation,  Asynchronous Distance mode  E-books

of the chapter, Competition and video Output 5:
students will Positioning recordings of  edX Video 1-page minicase
be able to: lecture and analysis about
 Introduction to accessed transcripts product Week 6
1. explain the differentiation online differentiation and
concept of  Differentiation  Module competition
differentiation; parameters  Video Clips  Syllabus  “The Coke
2. differentiate and Pepsi Rivalry:
5
between Transcriptions Pepsi Vs.
differentiated and Coke”
undifferentiated
marketing
3. describe;
differentiation
parameters

4. discuss the types 5. Competition Output 6:

of competition; 6. Positioning (Marketing Plan
and explain the 7. Alternative Continuation)
concept and approach to
process of positioning  Differentiation,
positioning analyzing
competition
6
and product Week 7
positioning.
(3-pages)

After the completion IV. Consumer  Asynchronous Distance mode  E-books

of the chapter, Behavior video
students will recordings of  edX Video Output 7:

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 be able to:  Introduction to lecture and
Consumer accessed transcripts 1-page minicase
1. describe the Behavior online analysis about
importance of  Consumer  Module consumer Week 7
7 consumer decision making  Video Clips  Syllabus behaviour
behavior process and  “Cielo - A Car
2. examine the Transcriptions in Trouble:The
consumer Entry of
decision making  Daewoo”
process; and

3. explain the  Consumer Output 8:

factors decision making (Marketing Plan
influencing process Continuation)
consumer Week 8
behavior.  Factors
8
affecting
consumer
behaviour
(1 page)

MIDTERM EXAMINATION
9
(VIRTUAL PRESENTATION OF THE FIRST PART OF THE MARKETING PLAN)
After the completion V. B2B Marketing  Asynchronous Distance mode  E-books Output 9:
of the chapter, and Marketing video 1-page minicase
students will Strategy (Product recordings of  edX Video analysis about
10 be able to: Decision) lecture and B2B Marketing
accessed transcripts  “Amway's Week 10
1. explain what  Organizational online Indian
organizational Buying  Module Network
buying means  Buying Center  Video Clips  Syllabus Marketing
2. examine the and Buying and Experience: A
business buying Situation Transcriptions Dream Gone
process and  Business Buying Awry”
stages Process
3. explain the
significance of
business centers

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 4. describe how  Segmenting Output 10:
business markets Business Market
are segmented  Marketing 1-page report on
5. state the Strategy (Product how B2B
meaning of Decision) Marketing Week 12
product  Product Mix happens in any of
6. differentiate Concepts the following
11
between various industry:
product levels
7. classify products 1. Manufacturing
on the basis of Industry
shopping habits 2. Retail Industry
3. Food Industry

After the completion VI. Marketing  Asynchronous Distance mode  E-books Output 11:
of the chapter, Strategy: Product, video
students will Service and recordings of  edX Video Illustration of an
be able to: Pricing Decision lecture and existing product
accessed transcripts mix and product Week 13
1. discuss the  Product Line online line of a certain
product mix Analysis  Module company.
concepts;  Brand Decisions  Video Clips  Syllabus (1 page)
2. explain branding  Service Strategy and
and branding Transcriptions
decisions;
12
3. differentiate
between
products and
services and use
service as a tool
for
Differentiation;
4. demonstrate the
GAP Model of
Service Quality;

13 5. discuss the 7. Introduction to Output 12:

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 importance of Pricing (Marketing Plan
pricing and the 8. Price setting Continuation)
process of price 9. Price Adaptation Week 14
setting; and  Product and
6. illustrate the Pricing
various pricing strategy
methods (3 pages)
After the completion VII. Marketing  Asynchronous Distance mode  E-books
of the chapter, Strategy: Place video Output 13:
students will Decision recordings of  edX Video (Marketing Plan
be able to: lecture and Continuation)
 Distribution accessed transcripts
1. explain the  Channel levels and online  Designing a
meaning and Types of  Module Place strategy
significance of Intermediaries  Video Clips  Syllabus (1 page) Week 16
distribution and
channels; Transcriptions
2. describe the
14 various benefits,
types and
functions of
distribution
channel
intermediaries;

3. differentiate  Channel design

between decision Output 14:
wholesaling and  Channel
retailing; and management 1-page minicase
4. list the types of analysis about
wholesalers and channel
15 the various types management
of retail format;  “Coca Cola
and India's Thirst
illustrate the steps for the Rural
involved in channel Market:
design decision 'Thanda' Goes
Rural”

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 After the completion VII. Marketing  Asynchronous Distance mode  E-books
of the chapter, Strategy: video Output 15:
students will Promotion recordings of  edX Video (Marketing Plan
be able to: lecture and Continuation)
1. Promotion accessed transcripts
1. define the term 2. Communication online  Promotional
promotion; Model  Module Strategy
2. describe the  Video Clips  Syllabus (2 pages) Week 17
concept of and
16
advertising, sales Transcriptions
promotion,
personal selling,
public relations
and publicity
3. demonstrate the
communication
process models

4. explain the eight 5. Developing Final revision of Week 17

steps in effective Marketing Plan
17 developing communication
effective 6. Promotion Mix
communications 7. Product life-cycle

18 FINAL EXAMINATION
(VIRTUAL PRESENTATION OF FINAL MARKETING PLAN)
COURSE REQUIREMENTS
Lecture Requirements:
1. Mid-Term Examination/Requirement
2. Final Examination/Requirement
3. Weekly Ouput/Activity(Case Study/Analysis/Marketing Plan, etc)
GRADING SYSTEM
Grading System
Midterm Examination/Requirement 30%
Final Examination/Requirement 30%
Weekly Output/Activity 40%
Total 100%

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 STANDARD TRANSMUTATION TABLE FOR ALL COURSES

96.7 – 100.0 1.00

93.4 – 96.6 1.25
90.1 - 93.30 1.50
86.7 – 90.0 1.75
83.4 – 86.6 2.00
80.1 – 83.3 2.25
76.7 – 80.0 2.50
73.4 – 76.6 2.75
70.00 – 73.3 3.00
50.0-69.9 4.00
Below 50 5.00
INC Passed the course but lack some requirements.
Dropped If unexcused absence is at least 20% of the Total Class Hours.
Total Class Hours/Semester: (3 unit Lec – 54 hrs; 2 unit Lec – 36 hrs)
(1 unit Lab – 54 hrs; 2 units Lab – 108 hrs; 3 units Lab – 162 hrs)

CLASS POLICIES
A. Attendance
Students are not allowed to have 20% or more unexcused absences of the total class hours; otherwise, they will be graded as “DROPPED”.

B. Classroom Decorum
Students are required to:
1. wear identification cards and the prescribed uniform at all times;
2. turn off or put in silent mode cellular phones during class hours;
3. clean the classroom before and after classes;
4. avoid unnecessary noise that might disturb other classes;
5. practice good manners and right conduct at all times;
6. practice gender sensitivity and awareness inside the classroom; and
7. come to class on time.

C. Examination/ Evaluation
1. Quizzes may be announced or unannounced.

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 2. Mid-term and Final Examinations are scheduled.
3. Cheating is strictly prohibited. A student who is caught cheating will be given a score of ”0” for the first offense. For the second offense, the
student will be automatically given a failing grade in the subject.
4. Students who will miss a mid-term or final examination, a laboratory exercise or a class project may be excused and allowed to take a
special exam, conduct a laboratory exercise or pass a class project for any of the following reasons:
a. participation in a University/College-approved field trip or activity;
b. due to illness or death in the family; and
c. due to force majeure or natural calamities.

REFERENCES & SUPPLEMENTARY READINGS

Reference Books:

Kotler, Philip (2004). Marketing Management. 11th Edition. Prentice Hall. USA.
Olson, J.C. and J.P. Peter (2008). Consumer Behavior and Marketing Strategy 8 th Ed. Mc-GrawHill/Irwin

Online Sources:
Camilleri, M. A. (2018). Market Segmentation, Targeting and Positioning. Chapter 4, pp. 69-83). Springer, Cham, Switzerland.
Retrieved from https://www.researchgate.net/publication/319085560_Market_Segmentation_Targeting_and_Positioning

D’angelo, M. (2018). Your guide to small marketing plan template. Retrieved from
https://www.business.com/articles/sample-marketing-plan-outline-and-template

EdX Harvard (2020). Marketing management. Harvard Online Course. Retrieved from https://courses.edx.org

Kotler, P. (2004). Marketing management. 11th Edition (E-)book. Prentice Hall. USA. Retrieved from
http://dl.ueb.edu.vn/bitstream/1247/2250/1/Marketing_Management_-_Millenium_Edition.pdf

Olson, J.C. and J.P. Peter (2008). Consumer behavior and marketing strategy 8 th Ed. Retrieved from
https://b-ok.asia/book/1226202/2c0918?regionChanged

Revision
Date of Revision Date of Implementation Highlights of Revision
Number

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 1 First Semester, AY 2015-2016 August 2016 OBE syllabus revised
2 First Semester, AY 2018-2019 August 2018 VPAA Standards (ISO)
3 First Semester, AY 2019-2020 August 2019 VPAA Standards (ISO)
4 First Semester, AY 2020-2021 August 2020 Shift to blended learning
Prepared by: Evaluated by: Approved:

JESSIE ANNE T. DEMETILLO, PhD CRISTZA DO. MANLAPIG, MBA PROF. NOEL A. SEDIGO, MSc
Instructor I Department Chairperson Campus Administrator
09568333600 Department of Management Campus: T3 Campuses
E-mail Address: jtdemetillo@cvsu.edu.ph Email Address: Date Approved: __________________
Date Prepared: ______________ Date Evaluated:_________________

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