PRINCIPLES OF

MARKETING
COURSE DESCRIPTION
A course which introduces the students to marketing methodology, it
requires students to understand the critical role of the marketing mix thru
and in the success of a company’s products and brands.
LEARNING OUTCOMES
On completion of the course, the student is expected to be able to do the
following:
◦ Develop effective strategic and marketing analytical skills;
◦ Classify target market correctly;
◦ Enhance computer-based skills including on-line activities, written and
oral communications and information analysis;
◦ Improve an existing product’s advertisement, promotion or packaging
with the use of recycled materials.
Course Outcomes
After completing this course, the student must be able to demonstrate
understanding of the fundamentals of marketing such as the 7Ps, create
and present a high-quality promotional material required by the target
product in particular, and the industry in general
Course Outline

Lesson 1: Defining Marketing and the Marketing Process

 Overview of Marketing : An Introduction
 Understanding Marketing and the Marketing Process in the
Philippines
 Stages of Marketing Thought and What is Marketing
 Market Segmentation / Marketing Mix
 Marketing Functions of the 4P’s
Course Outline
Lesson 2: Product
 Product Strategy
 Branding
 Packaging /Managing Product Line
Course Outline
Lesson 3: Pricing Strategies, Adjustments and Elasticity
 Pricing Strategy
 Factors to Consider Pricing
 Product Line Pricing Strategy
 Market Demand-Based Pricing
 Price Elasticity
 Objective Based Pricing
October 9 to14, 2023
Midterm Examination
Course Outline
Lesson 4: Distribution Strategy
 Distribution Strategy and The Selling Cycle
 Distribution Mix
 Strategic Selling Cycle
 Distribution Chanel
 Distribution Criteria
Course Outline
Lesson 5: Advertising Strategy
 Advertising Strategy
 Advertising Mix
 Positioning
 Advertising Budget
 Sales Promotion Strategy
 Promotion Mix
 Sales Promotion Strategy
 Price vs. Promotion
 Sales Promotion Plan
Course Outline
Lesson 6: Corporate Social Responsibility &
GreenMarketing

 Corporate Social Responsibility & Green Marketing

Course Outline
Lesson 7: The Other 3 P’s
December 1 to 7, 2023
Final Examination
GRADING SYSTEM:
Term Examinations 30%
Quizzes/Activities 20%
Project 20%
Participation/Recitation 20%
Attendance/ Promptness 10%
TOTAL 100%

Final Grade = Midterm Grade + Tentative Final Grade Period

GRADING SYSTEM:
1.00 - 97-100%
1.25 - 94-96%
1.50 - 91-93%
1.75 - 88-90%
2.00 - 85-87%
2.25 - 82-84%
2.50 - 79-81%
2.75 - 76-78%
3.00 - 75%
4.00 - 74 below
5.00 - Failed