Republic of the Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

OFFICE OF THE VICE PRESIDENT FOR BRANCHES AND SATELLITE CAMPUSES
MARAGONDON BRANCH CAVITE

COURSE TITLE ENTREPRENEURIAL MARKETING STRATEGIES

COURSE CODE ENTR 2005
CREDIT UNITS 3
COURSE PREREQUISITE None
COURSE DESCRIPTION This course is designed to identify the fundamentals and responsibilities of entrepreneurship primarily in the Philippine context with ASEAN and Global
perspectives. It also exemplify one’s capabilities in relation to the rigors of successful ventures, develop an entrepreneurial mindset and competencies. This will also
show confidence in public speaking and social relations and perform tasks which utilize one’s strengths as well as develop one’s weaknesses to the fulfillment of
one’s entrepreneurial goals.

Institutional Learning Outcomes Program Outcomes Course Outcomes

1. Creative and Critical Thinking The student of Bachelor of Science in Business Aligned with the program outcomes and as a
Administration are expected to: result of their academic experience, the
students are expected to develop the following
2. Effective Communication 1. Develop skills for planning and sound course outcomes:
decision-making.
3. Strong Service Orientation 1. Identify the fundamentals and
2. Formulate policies and strategies for responsibilities of entrepreneurship
4. Community Engagement entrepreneurial ventures. primarily in the Philippine context with
ASEAN and Global perspectives.
3. Demonstrate human relations and ethical
5. Adeptness in the Responsible Use of Technology standards. 2. Exemplify one’s capabilities in relation to
the rigors of successful ventures.
6. Passion to Lifelong Learning
3. Develop an entrepreneurial mindset and
7. High Level of Leadership and Organizational Skills competencies.

4. Show confidence in public speaking and

8. Sense of Personal and Professional Ethics social relations.

5. Perform tasks which utilize one’s strengths

9. Sense of National and Global Responsiveness as well as develop one’s weaknesses to the
fulfillment of one’s entrepreneurial goals.
Course Plan

Week Topic Learning Outcomes Methodology Resources Assessment

1 PUP VMGO; PUP Graduate Discuss and Explain the PUP VMGO, PUP Orientation * PUP Student Handbook Participation
Attributes; Program Educational Graduate Attributes, Institutional Learning Discussion * Couse Syllabus
Objectives/ Student Outcomes; Outcomes, Program Educational Objectives/
Course Objectives; Course Policies Course Intended Learning Outcomes, Course
Policies, Course Requirement, Grading System

2 Entrepreneurial Marketing Enhanced ability to discuss and articulate the Interactive learning and See the list of references Recitation
meaning of marketing and Entrepreneurial discussion
marketing strategies
Explain marketing.
Discuss entrepreneurial marketing.
Understand why Marketing is Critical for
Entrepreneurs
3 Business and Marketplace Understand what value is in business markets. Interactive learning and See the list of references Assignment
Make a list of your prioritized needs and wants. discussion Quiz
Discuss needs and wants in the context of Class Participation
economic decision.
Distinguish between needs and wants, a
foundational budgeting skills.
4 Identifying Market Opportunities Identify market opportunities for business Interactive learning and See the list of references Assignment
growth. discussion Seatwork
Make a profile of consumer and competitors. Quiz
Analyze consumer segments that share
common characteristics.
Analyze purchase situation to uncover
expansion opportunities.
Analyze the market, assessing consumer needs
and wants and how they are being met by
companies today.
5-6 Entrepreneurial Market Development Make a market development strategy for your Lecture/discussion See the list of references Assignment
proposed or existing business. Quiz
Explain the process of market development.
Analyze market growth strategies available to a
business.
7-8 Entrepreneurial Communication Make a market communication plan. Interactive learning and See the list of references Assignment
Strategy Discuss the steps in developing effective discussion Quiz
communication.
Explain marketing promotion mix.
9 MIDTERM EXAM
10-11 Entrepreneurial Pricing Strategy Set a pricing strategy for product. Interactive learning and See the list of references Assignment
 Analyze pricing using cost based plus. discussion Quiz
Discuss other tools for pricing.
12-13 Entrepreneurial Distribution Strategy Explain the different channels of distribution. Interactive learning and See the list of references Assignment
Analyze advantages and disadvantages of each discussion Quiz
channel.
14-15 Customer Relations Enhanced ability to develop and keep Customer Interactive learning and See the list of references Assignment
Relationship. discussion Quiz
Discuss the principle of customer acquisition
and retention.
Explain importance of customer relations in
marketing.
16-17 Social Entrepreneurship Understand social entrepreneurship. Interactive learning and See the list of references Assignment
Discuss the principles of corporate social discussion Quiz
responsibility.
Explain the process of social entrepreneurship.
18 FINAL EXAM
6-7
Reading and References
 Alminar-Mutya, Ruby F (2014). Elements of Marketing. Fourth edition. J-Creative Labels and Printing Corp., Quezon City
 Cravens, David W.(1987). Strategic marketing. 2nd edition. Irwin McGraw-Hill Book Co.
 Czinkota, Michael R. (2012) International Marketing Principles. ESP Printers, Inc.
 De Chavez, Roberto G. (2019). Entrepreneurship. Books Atbp. Publishing Corp. Mandaluyong City
 Havaldar, Krisna R. and V M Cavale.(2012). Sales and Distribution Management. 2nd edition. McGraw-Hill Education (Asia)
 Kotler, Philip and Gary Armstrong.(2012) Principles of Marketing. Global Edition. Pearson Education, Inc.
 Peter, Paul J. and James H. Donnelly. Jr.(2001). Marketing management. 6th edition. Irwin McGraw-Hill Book Co.
 Peter, Paul J. and Jerry S. Olson. Consumer Behavior and Marketing Strategy Perspectives. Irwin McGraw-Hill Book Co.
 https://hbr.org/1998/11/business-marketing-understand-what-customers-value
 Building Resiliency Tools by Josiah GO
 https://josiahgo.com/building-resiliency-10-tools-30-cases/
 https://economictimes.indiatimes.com/definition/market-development
 https://www.lightercapital.com/blog/what-is-market-development-strategy-defin
 ition-examples/
 https://hubbik.uoc.edu/en/programmes/communication-entrepreneurs
 https://quickbooks.intuit.com/r/pricing-strategy/6-different-pricing-strategies-whichis-right-for-your-business/
 https://www.managementstudyguide.com/social-entrepreneurship.htm
 https://www.youtube.com/watch?v=wVK_aQsBAVE
 https://journal-jger.springeropen.com/articles/10.1186/s40497-018-0094-6

Course Grading System

 Midterm Grading Final Grading
Class Standing 70% Class Standing 70%
 Quizzes  Quizzes
 Activities  Activities
Midterm Examination 30% Final Examination 30%
100% 100%
FINAL GRADE = Midterm Grade + Final Grade
2

Exemplary Satisfactory Developing Beginning Non-compliance

Criteria
1.00 - 1.25 1.50 – 1.75 2.00 - 2.50 2.75 - 3.50 4.00 - 5.00
The submitted The submitted The submitted The submitted No submitted
Assignment/ output manifests output manifests output partially output does not output
Activity qualities which go the required manifests the manifest any of
beyond the qualities required qualities. the requirements
requirements Certain aspects or certain aspects
are incomplete. are incorrect

Classroom Policy

1. Students are encouraged to attend the class sessions (online students) and complete all the requirements (online and offline students).
2. The course is expected to have a minimum of two (2) activities, two (2) quizzes and two (2) major examination (Midterm and Final Examination).
3. Other requirements such as written/programming outputs, exercises, assignments and the likes will be given throughout the sessions. These shall be submitted on the due dates set by the
teacher.

Consultation Time:    During after class or break 

Prepared by: Reviewed by:

Ms. Magdalena D. Garcia, PhD Ms. Mary Emilee M. Quezon, BSBA

Faculty Member, PUP Maragondon Program Coordinator

Recommending Approval:

Engr. ROSALIA P. PINLAC, MEM Dr. AGNES Y. GONZAGA, DBA

Head, Academic Programs Director

Approved by:

Prof. PASCUALITO B. GATAN, MBA

Vice President for Branches and Satellite Campuses

Revised March 2021

 Prepared by: Reviewed by:

Ms. Magdalena D. Garcia, PhD Ms. Mary Emilee M. Quezon, BSBA

Faculty Member Program Coordinator

Recommending Approval:

Engr. ROSALIA P. PINLAC, MEM Dr. AGNES Y. GONZAGA, DBA

Head, Academic Programs Director

Approved by:

Prof. PASCUALITO B. GATAN, MBA

Vice President for Branches and Satellite Campuses

Revised March 2021