COLLEGE OF BUSINESS AND OFFICE ADMINISTRATION

Bachelor of Science in Business Administration

OBTLP in DIRECT MARKETING

COURSE CODE: COURSE DESCRIPTION: Derived from CMO No. ____ s. _____

ENTREP ELECT 2 Each student will be introduced to the use of Direct Marketing as a part of an organization’s overall
marketing / advertising program. You will examine a wide range of direct marketing media including
(but not limited to) Broadcast, Print, Digital and Direct Mail. You will also participate in the
development of your own direct marketing campaign for a “real” business.

COURSE TITLE:

DIRECT MARKETING

UNITS CREDIT: PREREQUISITE COURSE:

3 NONE

LADY 1
Prepared by (Updated by): Evaluated by: Approved by:

(signature) (signature)
Sonia P. Jamito, LPT, MBA (Name of Department Chair) (Name of Program Chair)
Lecturer (Name of Department) (Name of Program)

LADY 2

SCHOOL PHILOSOPHY
The school
is deeply committed
towards the integral formation
of the human person,
with a profound faith in God,
in his fellow men and himself
by providing its students
the full development of their
physical,
intellectual, social and
cultural endowment
for effective participation
in various professions and
industrial occupations and
PAMANTASAN NG LUNGSOD NG SAN PABLO
VISION OBJECTIVES
The Pamantasan ng Lungsod ng San Pablo is a Center of Excellence
upholding glocally – responsive education dedicated to transform lives
and empower communities. 1. To provide relevant knowledge and to
develop the skills, competencies, habits,
MISSION STATEMENT attitudes and values of the students that are
required in the chosen profession.
to strengthen and synergize instruction, research and extension, administration 2. To advance human knowledge through
and student development creating a learning community that ensures the study and research.
generation of God-loving and holistic graduates prepared for 3. To give professional training in scientific,
civic engagement, and academic and life success. cultural, technological, industrial and
vocational fields.
4. To mold students to become
GOALS professionally competent, creative, and
capable of making free, morally upright
choices and decisions and serve as positive
agents of change in their respective
1. The development of high-level professionals. community.
2. The attainment of empowered and globally competitive graduates. 5. To provide opportunities for personal
3. The pursuit of better quality of life for all its graduates. growth in leadership and community
building through a network of student
curricular, extra and co-curricular
activities as well as human resource
CORE VALUES development programs for continuous
growth of students, faculty and staff.
Patriotism. Leadership. Service. Professionalism.
LADY 3
 to enable them to enjoy

reasonable quality of life

to be able to contribute

to the upliftment

of the human society.

Source: University Code, BOR-approved Mar 2022

PROGRAM INTENDED LEARNING OUTCOMES (PILO) from CMO No. _______________

At the end of this program the graduates will have the ability to:
1. Analyze the business environment for strategic direction.
2. Prepare operational plans.
3. Innovate business ideas based on emerging industry.
4. Manage a strategic business unit for economic sustainability.
5. Conduct business research.
COURSE INTENDED LEARNING OUTCOMES (CILO)

By the end of this course, the learners will have the ability to:

1. Identify the significant range of media options available within the sphere of direct marketing and describe the advantages,
disadvantages and limitations of each one.

LADY 4
 2. Think and speak like Marketing Executives and communicate with clients using important direct marketing industry terms and jargon.
3. Discuss the main elements that go into developing a successful direct marketing program or campaign including strategic development,
market research, creative analysis, program implementation and measurement.
4. Evaluate and communicate the overall effectiveness of a direct marketing campaign via return-on-investment (ROI) analysis and other
quantifiable measurements

COURSE LEARNING PLAN (CLP)

This learning plan is intended for the use of the faculty.

TIME INTENDED LEARNING CILO NO. TOPIC METHODOLOGY RESOURCES ASSESSMENT

FRAME OUTCOMES (ILO)
(Aligned with the Teaching & Assessment Tasks
ILO) Learning Activities (ATs)
(TLAs)

Week 1 - 2 1. Identify the significant 1 1. Course Recitation/Class Assignment

range of media options Overview participation SUCCESSFUL DIRECT
available within the 2. The Scope of Case analysis
MARKETING
sphere of direct Direct
METHODS Assessment Task
marketing and describe Marketing –
the advantages, Business & Book Review (One
Week 3 – 5 Eighth Edition (2018) Quizzes
disadvantages and Direct Minute Manager) – McGraw Hill, New
limitations of each one. Marketing
2 York, NY Exams
2. Think and speak like planning
Marketing Executives 3. The Impact
Authors: Bob Stone

LADY 5
 and communicate with Database Case Analysis and Ron Jacobs
clients using important 4. The Offer-
direct marketing Building ISBN # 978-0-07-
industry terms and Customer 145829-0
jargon. Relationship Quizzes
3. Discuss the main 5. Introduction
Week 6 – 9 elements that go into 3 to Media &
developing a successful Its changing
direct marketing landscape
program or campaign 6. Ethics of
including strategic Marketing
development, market 7. Direct
research, creative Response
analysis, program Marketing
implementation and TV/Radio
measurement. 8. Direct
4. Evaluate and 4 Response
communicate the Marketing
overall effectiveness of a Social Media
Platform
direct marketing
Direct
campaign via return-on- Response
investment (ROI) Marketing
analysis and other Mobile
quantifiable
measurements

MT Exam:

(date)

1. Identify the significant 1. Generating New Recitation/Class SUCCESSFUL DIRECT Assignment

range of media options Business Ideas participation MARKETING
available within the

LADY 6
 sphere of direct METHODS Case analysis
marketing and describe
the advantages, Book Review (One Eighth Edition (2018) Assessment Task
disadvantages and Minute Manager) – McGraw Hill, New
limitations of each one. Quizzes
York, NY
2. Think and speak like
Marketing Executives 2. Design Thinking Authors: Bob Stone Creation of Actual
and communicate with Case Analysis Advertisement
and Ron Jacobs
clients using important
direct marketing ISBN # 978-0-07-
industry terms and 145829-0
3. Testing and
jargon.
Experimenting
3. Discuss the main
Quizzes
elements that go into
4. Building
developing a successful
Business Model
direct marketing
program or campaign
including strategic
development, market PPT
research, creative
analysis, program
implementation and
measurement. YouTube
4. Evaluate and
communicate the
overall effectiveness of a
direct marketing
campaign via return-on-
investment (ROI)
analysis and other
quantifiable
measurements
Final Exam:

(date)

LADY 7
CLASSROOM POLICIES (HOUSE RULES)
SYNCHRONOUS SESSION
1. Be mindful that you are still in a classroom thus established norms
should be observed.
2. Wear proper uniform/decent outfit. Observe proper dress code.
3. Attend every class regularly and punctually starting from the first day
of school.
4. In case of connectivity problems, inform the professor through
available means (text, thru classmates/friends, among others) to get
proper assistance and consideration.
5. The effectiveness of learning always depends on the interest of
learners. Focus on the activities and participate in active learning.
o Avoid any disturbances. Use headsets to concentrate on the
activities.
o As much as possible, designate/locate a place at home
conducive for learning.
o Remember that learners are not only assessed based on their
answers to questions but also on their ability to post questions
that triggers critical thinking and sensible group discussions.
o Do not multi-task. Focus on one activity at a time.
6. Observe class “house rules”.
o Silence /mute your microphone during the online class.
o Use the chatbox to ask questions or ask permission to speak Observe correct grammar and spelling.
only when necessary.
o Observe the time alloted for online and offline activities.
o During online discussions, participate in activities in your
course.
ASYNCHRONOUS SESSION
1. Be kind and professional.
o All learners must observe proper social media etiquette and
are enjoined to communicate in a professional manner.
o Use of foul or offensive language is strictly prohibited.
o Treat your professor and classmates with respect in email or
any other form of communication.
o Always be respectful of others’ opinions even when they differ
from your own.
o Use respectful greetings and signatures, full sentences and
even the same old “please” and “thank you” you use in real
life.
o Be aware of strong language, all caps, and exclamation
points. It is easy for written text to be misread and
misunderstood. Avoid using all uppercase letters; this is often
considered the equivalent of shouting. 
2. Think before you click.
o A passing comment spoken in class can be forgotten a few
minutes later but what you share in an online classroom
becomes part of a permanent digital record. 
LADY 8
o Ask questions. Contact your professor (during consultation
hours or on agreed schedule) should you have course-related
questions, or you need additional course-related support.

LADY 9
COURSE REQUIREMENTS GRADING SYSTEM

*Cumulative system of evaluation

(List all the requirements you have for the entire semester; consistent with the LOA MT GP LOA Final GP FINAL GRADE
course outline)

LOA Finals = CS X .70 MT Grade X. .40 (40%)

*LOA Midterm = **CS X .70
STRATEGIES Final Exam = ES X .30 Final Grade X..60 (60%)
Midterm Exam =***ES X .30 _____ ________
____ 100 % 100%
100%

(List the variety of strategies you’ll use in teaching the course) LOA = learning outcomes assessment Approved: Academic Council
***ES = equivalent score
**CS = class standing

TEACHER-LEARNER CONSULTATION/FOLLOW-UP POLICY: Grade Grade Grade Grade

Range Range Range Range
Equivalent Equivalent Equivalent Equivalent
98 – 100 1.00 91 – 89 1.75 82 – 80 2.50 74 BELOW 5.00
95 – 97 1.25 88 – 86 2.0 79 – 77 2.75 --------- -------
Since the mode of instruction is flexible, the lines of consultation and follow-ups for 94 – 92 1.50 85 – 83 2.25 76 - 75 3.00 ---------- ---------
students’ learning must be open but within the boundaries of the class week (M to
F), one-hour in a week and during the free period of the teacher so as not to affect REMARKS SUCH AS THE FF:
the number of regular classroom hours. The teacher must inform the class about the
consultation schedule. This is to observe respect of privacy of time both on the part INC (incomplete) - allowed only for the final grading period but only for the reason of
of the teacher and the students, as well as to instill the value of time management. A
failure to take the final examination
proper documentation of student consultation and follow-ups using a template
issued by the Program is highly advised.

How the teacher may be reached by the learner(s): OW (Authorized withdrawal) – for officially-withdrawn student

UW (Unauthorized withdrawal) – for student who did not report to class for both online

LADY 10
 Schedule: 8:00AM – 5:00PM and offline mode and could not be contacted by any means nor filed an

LOA or dropping form at the Registrar’s Office; will receive a

Communication Platform: Messenger, via Call or Text grade of 5.00.

Teacher Contact Information: 09282508864

TEXT/ REFERENCES:

SUCCESSFUL DIRECT MARKETING METHODS

Eighth Edition (2018) – McGraw Hill, New York, NY

Authors: Bob Stone and Ron Jacobs

ISBN # 978-0-07-145829-0

LADY 11
DPO Statement: DLSP is committed to protect the privacy rights of individuals on personal information pursuant to the provisions of Republic Act No. 10173 or the Data Privacy
Act of 2012, its Implementing Rules and Regulations.

All employees, students and administration officers are enjoined to comply with and to share in the responsibility to secure and protect personal information
collected and processed by DLSP in pursuit of legitimate purposes.

All documents, printed and electronic, shared by your instructors are containing their names, titles and signature should not be shared by those who are not
members of the DLSP community without the consent and approval of your instructors.

PREPARED BY (UPDATED BY): EVALUATED BY: APPROVED BY:

Sonia P Jamito, LPT, MBA (Full name & signature of Department Chair & date signed) (Full name & signature of Program Head & date signed)

Lecturer (Specify the name of the department) (Specify the name of the program)

LADY 12