COURSE OUTLINE

I. Course Code: BMKTG

II. Course Title: PRINCIPLES OF MARKETING

III. Course Description:

This course will give the students a clear and detailed Introduction to the Principles of
Marketing, including but not limited to its components, evolution, importance and role in any
types of Business. It also discusses different market forms and structures, analysis of
Consumer Behavior and factors affecting it, Marketing Mix and its relationship in business and
entrepreneurial entities. The course will also provide the students the relevance of Marketing
Research in the field of Business and the elements to create a comprehensive Marketing
plan.

IV. Learning Outcomes:

At the end of the course, the student is expected to be knowledgeable with following:
1. Able to define the core of Marketing Concept
2. Differentiate Selling from Marketing
3. Cite the importance of Marketing in the Economy
4. Possess a clear view and perspective of a Marketing Organization
5. Analyze the Consume Behavior in the market and factors affecting
6. Define and be able to differentiate the components of Marketing Mix
7. Comprehend the use and importance of Marketing Research in Business Organizations
8. Be able to construct a short yet comprehensive Marketing Plan for SME’s

V. Course Outline:
LEARNING ACTIVITY ASSESSMENT
WEEK TOPICS
METHODOLOGY OUTPUT/DELIVERABLE
1 I. Introduction to Marketing: - Online Forums/ - Forum
06/01- a. Definition and Evolution of Discussions Discussions
06/07 Marketing Concept - PPT through
b. The Essence of Marketing - Video comments
c. The Marketing Mix Presentations - Quiz #1
d. Marketing and the Economy - Faculty Marked
e. Marketing Sales and the Assgnments
Environment

QUIZ # 1- June 11, 2020

2 II. The Marketing Organization - Online Forums/ - Forum
06/08- Discussions Discussions
06/14 III. The Marketing Environment - PPT - Short Essay/
a. The Macro Environment - Case Studies Position Paper
b. The Micro Environment - Video
Readings: Gratee Enterprises Presentations
Some Corporate Experiences
3 - Online Forums/ - Forum
IV. Consumer Buying Behaviour Discussions Discussions
a. Definition of Consumer - PPT through
06/15- Behaviour - Video comments
06/21 b. Factors that Influence Presentations - Quiz #2
Consumer Behaviour - Faculty Marked
c. Filipino Culture that affects Assignments
Consumer Behaviour
d. Freud’s Theory of Motivation
e. Maslow’s Hierarchy of Needs
f. Herzberg’s Theory of
Motivation

V. The Consumers
a. Types of Consumers
b. Roles of Consumers
 VI. Stages in Buying Interest
VII. The Buying Decision Process

QUIZ # 2- June 25, 2020

4 VIII. Marketing Segmentation and - Online Forums/ - Forum

Positioning Process Discussions Discussions
06/22- - PPT Short Essay
06/28 IX. Marketing Mix- Product - Case Studies
- Video
a. Product Presentations
b. Branding
c. Packaging and Label
d. Product Line
e. Product Development Process
f. Product Life- Cycle

Case: Sarao Brakes to a Full Stop

5 X. Marketing Mix- Price - Online Forums/ - Forum

06/29- Discussions Discussions
07/05 a. Setting Prices - PPT through
b. Pricing Policies - Video comments
c. Pricing Strategies Presentations - Faculty Marked
Assignment # 3
QUIZ # 3- July 9, 2020
6 XI. Marketing Mix- Place - Online Forums/ - Forum
07/06- Discussions Discussions
07/12 a. Distribution Channels and - PPT through
Systems - Video comments
b. Designing Marketing Channels Presentations
c. Retailing, Wholesaling and
Franchising
7 XII. Marketing Mix- Promotion - Online Forums/ - Forum
07 Discussions Discussions
a. Decision Making in Promotion - PPT Short Essay
b. Tools in Promotion Mix - Video
c. Factors affecting Promotion Presentations
Mix
XIII. Marketing Mix- People

d. The Sales Process

e. Sales Management
f. Ethical Consideration in Sales
Management
8 XIII. Marketing Research- - Online Forums/ - Forum
a. Forms of Marketing Research Discussions Discussions
b. The Marketing Research - PPT Short Essay
Process - Video
a. The Marketing Information Presentations
System
9 XIV. Marketing Plan - Online Forums/ Marketing Plan
a. Components of Marketing Discussions
Plan - PPT
b. Elements of Marketing Plan - Video
Presentations
10 Consultation for Marketing Plan - Online Forums/ Marketing Plan
Discussions
- PPT
-

VI. Grading System:

Faculty Marked Assignments – 25%
 Forum Participation- 20%
Online Quizzes- 25%
Marketing Plan/ Final Exam- 30%

VII. Online Class House Rules/Guidelines:

A. Forums and Class discussions will be facilitated using Facebook Group. A topic will be
posted and students are expected to share their insights, opinions, and contributions using
the comment box.
B. Chats MAY BE be done weekly (Every Thursday, 07:45 P.M. – 08:45 P.M). This will be
the avenue for class interaction (Online Recitations/ Questions/ Additional Class Instructions).
A portion of the time indicated will be allotted for the students to take the online quiz.
C. Faculty Marked Assignments are given in 3 sets. It is mainly composed of Essays/
Reflections/ Position Paper on a particular subject matter. Topics and Deadlines will be given
in advance so that students can maximize their time in doing the FMA.
D. Short Quizzes will be done via Google Forms. Students will be given sufficient time to
answer the exam.
E. A short-marketing plan will constitute the students’ Final Exam.
F. Use of obscure, impolite and unnecessary words or any form of media in the online class is
strictly prohibited.
G. Resources in the form of PPT, PDF, and cite links will be provided. However, students may
also use and search in other resources as they deem needed and necessary. Proper citation
of resources is a must to avoid plagiarism.

VIII. References:

Principles of Marketing First Edition, ISBN 978-971-23-5063-4

Young, Felina C. and Pagoso, Cristobal M.

Principles of Marketing- Second European Edition

Kotler, Philip

https://www.entrepreneur.com/encyclopedia/marketing-plan

Marketing Mix- https://www.youtube.com/watch?v=BD0vZPVi0lU

IX. Instructor’s Contact Information:

MA. KATHERINE T. DE LEON

mtdeleon3@up.edu.ph
marketing.mbc03@gmail.com (preferred)