Republic of the Philippines

BATAAN PENINSULA STATE UNIVERSITY

Main Campus, City of Balanga 2100 Bataan PHILIPPINES

COLLEGE OF ARTS AND SCIENCES

Tel. No. (047) 237 5797

COURSE SYLLABUS
PRINCIPLES OF MARKETING
MKTG-101

I.

Subject Code :

II.

Course Description : Principles of Marketing

III.

Pre-Requisite :

BMGT-101

IV.

Intended For :

Bachelor of Science in Hotel & Restaurant Management-2nd year

V.

Credit Units :

Three (3) units

VI.

No. of Hours :

Three (3) hours

Lec 3 units Lab 0 unit

VII.

Description :
This course is designed to be an introduction to the board concept of marketing mix for the future
manager. Management students will progress through the topics of generic functions of business, the
environment of business, market planning, information, and segmentation, consumer behavior,
marketing ethics, and marketing strategy.

VIII.

Learning Outcomes :
At the end of the semester, the learners shall be able to:
Plot marketing goals and approaches for product or service.
Develop a program for customer service.
Conduct marketing research, interpret market buying behavior on product or
service, and identify the product or service target market.
Design a new product or service, decide types of pricing approach, and choose
distribution methods and promotion tools that respond to market trends.
Create a new product or service design and pricing, and promotion and distribution
strategies.
Orally defend the mini-marketing plan.

IX.

Course Outline
No.
Hours

Overview of Marketing
o What is Marketing
o Functions of Marketing
o The Marketing Process
o The Marketing Concept
o The Marketing Variables

The Marketing Mix Variables

The Marketing Environment Variables

o The Marketing Organization

Definition of Marketing Organization

Marketing Structural Arrangements

Types of Marketing Organizational Structures

Factors affecting choice of Marketing Organizational Structure

o The Marketing Environment

The Macroenvironment

The Microenvironment

of

Consumer Behavior
o Model of Consumer Behavior
o Factors Affecting Consumer Buying Behavior
o Types of Buying Decision Behavior
o The Buyer Decision Process
Market Segmentation and Targeting
o What is a Market
o Types of Market
o Market Segmentation
o Process of Segmenting the Market
o Bases for Market Segmentation
VISION

MISSION

A university of excellence acknowledged in the country and in

the Asia-Pacific Region for quality graduates and knowledge
responsive to socio-conomic needs

Provide quality and relevant education that will develop highly

qualified and competitive human resources responsible to
national and regional development

Republic of the Philippines

BATAAN PENINSULA STATE UNIVERSITY

Main Campus, City of Balanga 2100 Bataan PHILIPPINES

COLLEGE OF ARTS AND SCIENCES

Marketing Mix
o Product

What is a Product

Classification of Products

Branding

Branding Strategies

Packaging

Labeling

Product Warranty

Product Life Cycle

o Price

The Meaning of Price

Pricing Objectives

Pricing Procedure

Pricing Approaches

Pricing Adaptation Strategies

Pricing under various market conditions

o Place

Distribution/ Marketing Channel

Types of Distribution Channel

The channel selection process

Distribution Strategies
o Promotion

Promotion

Decision Making in Promotion

Tools in Promotion Mix

Factors affecting Promotion Mix

o People

The Sales Process

Sales Management

Ethical Considerations in Marketing Process

X.

XI.

XII.

Tel. No. (047) 237 5797

Marketing Research and Marketing Plan

o
Marketing Research
o
Forms of Marketing Research
o
The Marketing Research Process
o
Market Forecasting
o
Marketing Plan

Methods of Teaching :
Lecture and classroom discussion, seatwork discussion, research works and group exercises.
Course Requirements :
The students are required to comply with the following :

Assignments

Graded Recitations & Seatwork Exercises

Quizzes & Major Exams

Course Assessment :
Class Standing

Attendance
Case Study
Recitation
Quizzes
Assignments/Seatwork
Term Examination
Midterm Grade / Tentative Final Grade

2/3

10%
20%
20%
30%
20%
1/3

The Final Grade will be computed on the 50-50 policy.

(50% of the Midterm Grade + 50% of the Tentative Final Grade)

VISION

MISSION

A university of excellence acknowledged in the country and in

the Asia-Pacific Region for quality graduates and knowledge
responsive to socio-conomic needs

Provide quality and relevant education that will develop highly

qualified and competitive human resources responsible to
national and regional development

Republic of the Philippines

BATAAN PENINSULA STATE UNIVERSITY

Main Campus, City of Balanga 2100 Bataan PHILIPPINES

COLLEGE OF ARTS AND SCIENCES

XIII.

Tel. No. (047) 237 5797

References / Suggested Readings :

Balasan, Ma. Nancy T. (2014). Marketing Basics: A Modular Approach. Rex Book Store
Medina, Roberto G. (2013). Principles of Marketing. Rex Book Store
Westwood, John. (2011). How to Write a Marketing Plan. Kogan Page Limited.
Young, Felina C. and Pagoso, Cristobal M.. (2011). Principles of Marketing. Rex Book Store, Inc.
Go, Josiah and Escareal-Go, Chiqui (2010). Fundamentals of Marketing in the Philippine Setting.
Mansmith & Fielders, Inc.
Hudson, Simon (2008).
Publications, Inc.

XIV.

Tourism and Hospitality Marketing: A GlobalPerspective.

Sage

Classroom Policies :
a. Expectations from Student
The students responsibility is to come to each class prepared. He is also expected to take
all examinations and quizzes on the date scheduled. He is expected to attend each class
and participate actively in the discussions.
b. Academic Dishonesty
All students are expected to be academically honest. Cheating, lying and other forms of
unethical behavior will not be tolerated. Any student found guilty of cheating in
examinations or plagiarism in submitted course requirements will receive a failure in the
course requirement or in the course. Plagiarism refers to the use of books, notes or other
intellectual property without giving proper attribution to its author, or representing the work
of another person as ones own; Cheating refers to securing help in a test; copying tests,
assignments, reports or term papers; collaborating with other students during an
examination or in preparing academic work; signing another students name on an
attendance sheet; or otherwise practicing scholastic dishonesty.
c. Policy on Absences
The allowed number of absences is 11 hours for the whole semester. Request for excused
absences or waiver of absences must be presented upon reporting back to class. Special
examinations will be allowed only in special cases, such as prolonged illness. It is the
responsibility of the student to monitor his own tardy incidents and absences that might
accumulate leading to a failing grade.

VISION

MISSION

A university of excellence acknowledged in the country and in

the Asia-Pacific Region for quality graduates and knowledge
responsive to socio-conomic needs

Provide quality and relevant education that will develop highly

qualified and competitive human resources responsible to
national and regional development