Perpetual Help College of Manila

1240 V. Concepcion Street. Sampaloc, Metro Manila

COLLEGE OF BUSINESS ADMINISTRATION

COURSE SYLLABUS

COURSE: MARKETING MANAGEMENT CREDIT UNIT : 3 UNITS LECTURE

COURSE CODE : BAM TERM : FIRST SEMESTER
PRE-REQUISITE :
INSTITUTIONAL VISION : INSTITUTIONAL MISSION
The Perpetual Help College of Manila is a premier college that The Perpetual help College of Manila is dedicated to the development of the Filipino as a
provides unique and innovative educational process, contents, end-result for the leader. It aims to graduate dynamic students who are physically, intellectually, socially and
pursuit of excellence in academics, technology, and research, through community spiritually committed to the achievement of the best quality of life.
partnerships and industry linkages.

The Perpetual Help College of Manila takes the lead role as catalyst
for human resource development. It shall continue to inculcate Christian values as
a way or strengthening the moral fiber of the Filipino individuals who are proud of
their race and prepared for exemplary global participation in the palm of arts,
sciences, humanities, and business.
As a system of services in health and education, the Perpetual Help College of Manila is
dedicated to the formation of Christian services and research-oriented professionals, leaders,
and citizens with great social concern and with commitment to the delivery of quality
education and health care.

It sees the Filipino people enjoying quality and abundant life, living in It shall produce Perpetualites who outstandingly value the virtues of reaching out and helping
peace and building a nation that the next generation shall be nourish, cherish and others as vital ingredients to nation building.
value.

Course Description:

The course is an introduction to the language and issues of marketing with an emphasis on learning to develop responsive marketing strategies that meet customer needs. The course focuses
on basic marketing concepts, the role of marketing in the organization, and the role of marketing in society.
 Perpetual Help College of Manila
1240 V. Concepcion Street. Sampaloc, Metro Manila

Mission Key Words

Leaders on
Program Educational Objectives Quality
The BSBA program shall produce graduate students who: Holistic Education Reaching
Graduates Science & Out &
Achievers of Christian Research Helping
Life Formation Oriented Others
1. Are equipped with practical skills necessary for employment in different sectors of the    
society;  
   
2. Are capable of leading and organizing in management positions;  
3. Are agents of change through positive contributions in their chosen organizations;    
 
   
4. Are problem solvers and effective decision makers;  
   
5. Are socially and ethically responsible citizens;  
   
6. Are values, community, and people-oriented;  
   
7. Are knowledgeable in business research.  
 Perpetual Help College of Manila
1240 V. Concepcion Street. Sampaloc, Metro Manila

Program Outcomes & their Relation to Program Educational Objective

Program Outcomes
The BSBA program shall produce graduate students who are : Program Educational Objectives
1 2 3 4 5 6 7
a. Have the right self-assessment outlook in life and are active participants in the       
learning process needed for employment
b. Can exercise logical and critical thinking in a given situation       

c. Have initiative in project management and can work independently with little or no      
supervision
d. Capable of formulating business strategies in the short and long-term planning       
process
e. Empowered citizens through education and training       

f. God-fearing individuals with moral values and servant-leaders in the society       

g. Have the proper motivation in business organizations       

 Perpetual Help College of Manila
1240 V. Concepcion Street. Sampaloc, Metro Manila

Course Objectives and their Relation to Program Outcomes

Course Objectives
a b c d e f g
1. Demonstrate an understanding of how retailers develop a retail       
mix to build a sustainable competitive advantage.
2. Explain how retailers use marketing communications to build a       
brand image and customer loyalty.

3. Emphasize the integration of merchandise management and       

supply chain strategies leading to excellent customer service
4. Demonstrate an understanding of decisions retailers make to       
satisfy customer needs in a rapidly changing and competitive
environment.
5. Explain the financial implication of strategic retail decisions.       
 Perpetual Help College of Manila
1240 V. Concepcion Street. Sampaloc, Metro Manila

Course Coverage
Topic Methods/ Strategies Evaluation Tools
 
Introduction to Marketing

1 Recitation homework
Discussion
Powerpoint presentation
The Marketing Environment Recitation Essay activities
2 Discussion
Powerpoint presentation
Company Marketing Strategy Recitation Recitation
3 Discussion Quiz
Powerpoint presentation
Essay activities

Consumer Behavior
4
Recitation
Discussion
Powerpoint presentation

Business-to-Business Marketing Recitation

Quiz
5
Recitation
Discussion
Powerpoint presentation
 Perpetual Help College of Manila
1240 V. Concepcion Street. Sampaloc, Metro Manila

PRELIMINARY EXAMINATIONS

Market Segmentation and Target Markets Discussion Seatwork

7 Recitation Assignment
Reporting / Powerpoint presentation Discussing Final Project
Developing New Products Discussion Seatwork
8 Recitation
Reporting / Powerpoint presentation
Product Decisions & Marketing’s Role in the Discussion
Assignment
9 New Product Development Recitation
Quiz
Reporting / Powerpoint presentation
Discussion Seatwork
10 Services Marketing Recitation
Reporting / Powerpoint presentation
Discussion Assignment
11 Marketing Channels Recitation Quiz
Reporting / Powerpoint presentation

MIDTERM EXAMINATIONS

Assignment
Retailing and Wholesaling Quiz
13
Recitation
Discussion
Reporting / Powerpoint presentation
Seatwork

Advertising and Public Relations

14 Recitation
Discussion
Reporting / Powerpoint presentation
 Perpetual Help College of Manila
1240 V. Concepcion Street. Sampaloc, Metro Manila

Personal Selling and Sales Promotion Assignment

Quiz
15 Recitation
Discussion
Reporting / Powerpoint presentation
Recitation Seatwork
16 Direct and Online Marketing Discussion
Reporting / Powerpoint presentation
17 Presentation of Marketing Plan
FINAL EXAMINATIONS

18

Learning Outcomes and Relationship to Course Objectives / Program Outcomes

Learning Outcomes Course Objective Program Outcomes

At the end of this

course, the students
should at least be
able to:

1 2 3 4 5 6 a b c d e f g
1) To analyze the role of marketing within the firm and             
society.
2) To expose the students to the two parts of a marketing             
strategy: the target market and the marketing mix.
3) To know the importance of four basic variables in the             
marketing mix: product, place, promotion, and price.
4) To exercise analytical, communication and presentation skills             
 Perpetual Help College of Manila
1240 V. Concepcion Street. Sampaloc, Metro Manila

which serve as the basic tools of marketing.

Contribution to Course Meeting the Professional Component

Textbooks and References:

Marketing Management, 15th Edition. Philip T. Kotler, Northwestern University. Kevin Lane Keller, Dartmouth College. ©2016 | Pearson

Principles of Marketing, 11 edition. Philip T. Kotler and Gary Armstrong. Upper Saddle River, NJ: Pearson/Prentice-Hall.

Course Evaluation:
Quizzes ( average of at least 3 per grading period) ..................................................30%
Assignment, Term Paper, Project ( Ave of 3 per term)..............................................30%
Recitation, Seatwork, ( ave. of at least 3 per term)...................................................30%
Attendance ............................................................................................................10%
Class Standing ........................................................................................................100% x 66 2/3= 66.67%
Periodical Test ........................................................................................................100% x 33 1/3 = 33.33%
Prelim, Midterm, and Final Term ...................................................................................................= 100%

Prelim ............................30%
Midterm .........................30%
Final Term .......................40%
Final GRADE .....................100%

Prepared by: Noted by: Approved by:

Honeylette D. Villanueva, MBA Mr. Manuel L. Tamayo, MBA DR. ROSALINA R. PANGILINAN
Faculty Dean, College of Business School Director