Universidad de Zamboanga - Ipil

School of Business and Management

Business Administration Department
SYLLABUS in BASIC MARKETING

Course Title : BM2

Course Credit : 3
Descriptive Title : Basic Marketing
Prerequisite Subject/s : None
Semester/School Year : 1st Semester, S.Y. 2018-2019
Curricular Year : 1st Year
Degree : BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

Program Educational Outcomes (Business Administration program):

Upon completion of the BSBA program, students should:

1. Work effectively and independently in multi-disciplinary and multi-cultural teams.

2. Perform the basic functions of management such as planning, organizing, staffing directing and controlling.
3. Apply the basic concepts that underlie each of the functional areas of business (marketing, finance, human resource management, production and operations management,
information technology and strategic management) and employ these concepts in various business situations.
4. Select the Proper decision making tools critically, analytically and creatively solve problems and drive results.
5. Plan and implement business related activities
6. Apply information and communication technology (ICT) skills as required by the business environment.
7. Demonstrate corporate citizenship and social responsibility.
8. Exercise high personal moral and ethical standards.
9. Analyze the business environment for strategic direction

Course Description: This course is designed to familiarize the students with the principles and practices in marketing of goods and services. It is divided into five parts, namely: marketing
and the Filipino consumer, products, price and factors affecting price; place; and promotion of goods and services.
Course Requirements:
Pre-Mid : Case study in Partnering to Build Customer Relationships
Midterm : Case study in Consumer Markets & Consumer Buyer Behavior
Pre-Final : First Draft of Marketing Plan and Mock Defence
Final : Final Marketing Plan and Oral defence

Grading Criteria:

Pre- mid to Pre-Final Term Final Term

Quizzes …………………………………………….. 30% Final Marketing Plan .....………………………………50%
Recitation …………………………………………….. 20% Final Oral Defence .…………………………………50%
Major Exams …………………………………………….. 50%
Total …………………………………………….. 100% Total …………………………………..100%

Course Outcomes:
At the end of the course, the students should be able to:
a. Understand the basic principles, theories, concepts and dynamics of Marketing
b. Apply these principles and tools in case analysis and to practical business decision-making situations.
c. Integrate the concepts/techniques learned through application in the preparation of a comprehensive marketing plan
d. Appreciate and learn more about marketing as a career.

Course Policy:
a. Attendance: The highly accelerated pace of this course requires students to accept a great deal of responsibility for achieving their own learning outcomes. While in class, students are
expected to actively participate in discussions and groups activities, and not just listen to lecture. Outside class time, students are expected to spend hours of preparation which will
include reading assignments, homework preparations, and research and group meetings.

b. Class Participation: Each learner is expected to actively participate in discussions on the assumption that each brings a wide range of experiences to the learning process active
participation may include asking thoughtful questions, being willing to consider new ideas, helping the class, understand complex ideas, having a cooperative attitude and sense of humor,
and helping others comprehend the material. However, consideration of other students is strongly encouraged to avoid dominating class discussions.

c. Written Assignments: an importance component of this course is the completion of written assignments by the students. All written work is expected to meet college level basic
writing skills. Case studies are the primary method to evaluate students’ progress in this course. Learners are encouraged to apply case materials to their project papers.

d. Presentations: Presentation on assigned case studies and applications papers will be made in this class. Students will be required to prepare written analyses of each assigned case and
will also be required to present in class. Presentations made are to be professional in nature. The presentations should be well organized with the topic thoroughly covered with all Case
study questions answered. Handouts and visual aids are to be professional looking and appropriate for the material to be covered. Presentations should not be exceed the time given by
the faculty.
e. ACADEMIC INTEGRITY POLICY: Every student is responsible to know the standards of consuct and expectations of academic integrity that apply undertakings. Academic dishonesty will
not be tolerated and will result in the maximum penalty as defines in the Student Handbook:
1. Cheating during exams
2. Submitting spurious reports copied from previous materials other than his/her own
3. Copying another students work including assignments and reports
4. Receiving assistance from anyone else with take-home quizzes
5. Plagiarism

Course References:
Textbooks:
a. Philippine Kotler and Gray Amstrong Principles of Marketing 14th edition

Internet:
a. http://www.business.qld.gov.au/running-busines/marketing-sales/marketing-promotion/marketing-basics
b. http://www.slideshare.net
c. http://www.researchgate.net/publication/305302621/_Basic_marketing
Learning Plan
Term Learning Outcomes
PRE-MID 1. Define Marketing and Identify
evidence of marketing in everyday life
2. Explain why customer is the
cornerstone of marketing
3. Demonstrate a clear understanding of
the marketing concepts
4. Describe the role of marketing in
building and managing customer
relationship
5. Describe how different types of
organizations, such as non-profits,
consumer-to-business (B2B)
organizations, use marketing.
6. Explain how marketing creates value
for the consumer, the company,
and society
Content/Topics
DEFINING MARKETING AND THE
MARKETING PROCESS
 Introduction to Marketing
 Marketing: Creating and
Capturing Customer
Value
 Partnering to Build
Consumer Relationship
Teaching Methodologies
a. Lecture discussion
b. Consultation
c. Cooperative learning
d. Brainstorming
e. Think, pair, share
f. Individual Presentation
g. group Presentation
Assessment Tool
Quiz 1: Defining Marketing and the
marketing process (pen and paper)
Activity 1. Group Presentation on
Marketing: Creating and Capturing
Customer Value (rubric on Group
Presentation)
Activity 2. Group Presentation on
Partnering to build consumer Relationship
(rubric on Group Presentation)
Output: Case Study in partnering to Build
Costumer Relationship(rubric on case
study)
Pre-mid Examination
 Term Learning Outcomes Content/Topics Teaching Methodologies Assessment Tool
MID-TERM 1. Describe the major factors that influence UNDERSTANDING THE a. lecture discussion and recitation Quiz 1: Understanding the Marketplace
consumer purchasing MARKETPLACE AND and Consumers (pen and paper)
CONSUMERS b. group Activity
2. Explain the B2B buying process and Key  Analyzing the Quiz 2:Consumer Markets and Consumer
factor influencing B2b purchasing decisions marketing c. Seatwork Behavior
Environment (Pen and Paper)
3. Explain different buying process d. Brainstorming
Howenvironment and high-involvement  Managing Marketing Activity 1: Group presentation on
decisions Information Analyzing the marketing
Environment(rubric on presentation)
4. Describe the stages of the consumer
buying process  Consumer Markets & Activity 2:Group Presentation on
Consumer Buyer Business markets & Business Buyer (rubric
5. Identify major sources of available market Behavior on presentation)
data
 Business Markets &
6. Explain the role of marketing information Business Buyer Output: Case study on Analyzing the
in helping firms understand and reach the Behavior Marketing Environment (rubric on case
customers study)

7. Explain how CRM systems can help

organizations manage and gain customer Mid- term Examination
insights from marketing information

8. Use Marketing information to inform the

marketing strategy
 Term Learning Outcomes
PRE-FINAL 1. Evaluate how marketing strategies align
with corporate strategies
2. Explain the inputs and components of a
marketing strategy
3. Define positioning and differentiation,
and what they are important to marketing a
product or service
4. Explain the how marketers use brand
positioning to align marketing activities and
build successful brands
5. Explain price elasticity and how it can be
used to set price
6. Explain how integrated supply chain
management supports an effective
distribution strategy
7. Explain integrated marketing
communication (IMC) and its connection to
the organizations marketing strategy
8. Describe the key types of marketing
information including internal data,
competitive intelligence and marketing
research
9. Identify the key elements if the
marketing plan
10. Present a marketing plan and explain
how the marketing plan is used by
marketing and the overall organizations
Content/Topics
CREATING A CUSTOMER-DRIVEN
MARKETING STRATEGY AND MIX
 Customer Driven Marketing
Strategy
 Product, Services and
Branding Strategies/New
Product Development
 Pricing Considerations and
Strategies
 Distribution Considerations
and Strategies
 Integrated Marketing
Communications Strategy
 Understanding/Developing the
Promotion’s Mix
 Marketing Arithmetic:
Preparing Financial Projections
Teaching Methodologies
a. lecture discussion and
recitation
b. group Activity
c. Seatwork
d. Brainstorming
Assessment Tool
Quiz 1: Creating a Customer Driven
Marketing Strategy and Mix (Pen and
paper)
Activity 1: Marketing Plan Project Paper #
1 (Part 1 to 4) on Customer Driven
Marketing Strategy (Rubric on Project
Paper)
Activity 2: Marketing Plan Project Paper #
2 (Part 4 to 7) on Product, Services and
Branding Strategies/New Product
Development and Pricing Considerations
and Strategies (Rubric on Project Paper)
Activity 3: Marketing Plan Project Paper
#3 Part 8 to 10) on Distribution
Considerations and Strategies, Integrated
Marketing Communications Strategy and
Understanding/Developing the
Promotion’s Mix
Marketing Arithmetic: Preparing Financial
Projections(Rubric on Project Paper)
Output: Final Draft Paper and Mock
Defence (rubric on Mock defence and
Project paper)
Pre-Final Examination
Term Learning Outcomes Content/Topics Teaching Methodologies Assessment Tool
FINAL 1. Describe the types of ethical and social SOCIAL RESPONSIBILITY a. lecture discussion and recitation Output: Final Marketing Plan
responsibility issues that marketing must AND ETHICS
address  Marketing issues and b. group Activity Exit Assessment: Final Oral Defence
dilemma
2. Explain the laws that regulate marketing c. Seatwork
 Laws regulates in
3. Explain how ethical dilemmas in business Marketing d. Brainstorming
to business marketing differ those in
consumer marketing
 Impact of Corporate
4. Outline measures companies take to Social responsibility
encourage ethical behavior

5. Explain how demonstrating corporate

social responsibility can impact marketing
ASSESSMENT PLAN
Terms Assessment Methods
PREMID Quiz
TERM
Activity 1 (Topic
Presentation by Groups)
Activity 2 (topic
presentation by groups)
Performance Assessment
(Case study)
Pre midterm
MIDTERM Quiz
Activity 1 (topic
presentation by groups)
Activity 2 (topic
presentation by groups)
Performance Assessment
(Case study)
Midterm Major Exam
PREFINAL Quiz
Activity 1 (Project Paper)
Activity 2 (Project Paper)
Activity 3 (Project paper)
Performance Assessment
(Mock Defence)
Pre-Final Exam
FINAL Output (Final Marketing
Plan)
Exit Assessment: Final Oral
Defence
Prepared by:
CHRISTINE H. LEAL
Instructor
Assessment tools Performance Target
Pen and paper test Students are expected to gain knowledge on Pre-midterm topics with 75% level of proficiency
Rubric on Topic The BSBA students are expected to perform the task assigned on them with 75% passing
Presentation by Groups
Rubric on Topic The BSBA students are expected to perform the task assigned on them with 75% pasing
Presentation by groups
Rubric on Case Study The BSBA students are expected to achieve 75% proficiency on case study
Pen and Paper test The students are expected to achieve 75% level of proficiency on topics covered for pre-midterm
Pen and paper test Students are expected to gain knowledge on midterm topics with 75% level of proficiency
Rubric on Topic The BSBA students are expected to perform the task assigned on them with 75% passing
Presentation by groups
Rubric on Topic The BSBA students are expected to perform the task assigned on them with 75% passing
Presentation by groups
Rubric on Case Study The BSBA students are expected to perform the task assigned on them with 75% passing
Pen and paper test The students are expected to achieve 75% level of proficiency on topics covered for midterm
Pen and paper test Students are expected to gain knowledge on covered in the pre-final with 75% level of proficiency
Rubric on Project paper The BSBA students are expected to perform the task assigned on them with 75% passing
Rubric on Project paper The BSBA students are expected to perform the task assigned on them with 75% passing
Rubric on Project paper The BSBA students are expected to perform the task assigned on them with 75% passing
Rubric on Mock Defence The BSBA students are expected to achieve 75% proficiency in the validation of Marketing Plan
Pen and Paper test The students are expected to achieve 75% level of proficiency on topics covered for pre-final
Rubric on Marketing Plan The students are expected to achieve 75% level of proficiency on Making a Marketing Plan
Rubric on Oral defence The BSBA students are expected to achieve 75% proficiency in the validation of Marketing Plan
Reviewed by: Noted by: Approved by:
NEMIA B. HULAGNO, MBA MARGIE ROSE B. CUNDIMAN GERALDINE R. TABLATE, ED.D
Program Chairperson, BSBA &BSA Librarian Staff School Administrator