MAPA INSTITUTE OF TECHNOLOGY

School of Industrial Engineering and Engineering Management

VISION
Mapa shall be an international center of excellence in technology education by:
providing instructions that are current in content and state-of-the art in delivery;
engaging in cutting-edge research; and
responding to the big local and global technological challenges of the times

MISSION
a) The mission of Mapa Institute of Technology is to disseminate, generate, preserve and apply scientific,
engineering, architectural and IT knowledge.
b) The Institute shall, using the most effective means, provide its students with professional and advanced
scientific and engineering, architectural and information technology education through rigorous and upto-date academic programs with ample opportunities for the exercise of creativity and the experience of
discovery.
c) It shall implement curricula that, while being steeped in technologies, shall also be rich in the humanities,
languages and social sciences that will inculcate ethics.
d) The Institute shall advance and preserve knowledge by undertaking research and reporting on the results
of such inquiries.
e) The Institute, singly or in collaboration with others, shall bring to bear the world's vast store of
knowledge in science, engineering and other realms on the problems of the industry and the community
in order to make the Philippines and the world a better place.
MISSION

PROGRAM EDUCATIONAL OBJECTIVES

1. To prepare students for a professional Engineering Management
career including a vital role in the overall management of
organizations with an orientation to manufacturing, engineering,
technology or production.
2. To provide students knowledge and skills in the areas of
management of technology, product and process, quality,
organizational management, operations management, program
management, marketing and finance.
3. To educate students to communicate effectively, to contribute to
team effort and to understand the economic and ethical impacts of
their decisions.
4. To instill within the students the importance of lifelong learning.

COURSE SYLLABUS
1.

Course Code:

EMG111

2.

Course Title:

FUNDAMENTALS OF MARKETING

3.

Pre-requisite:

EMG20 or any equivalent management course

4.

Co-requisite:

None

5.

Credit/Class schedule:

3 units/4.5 lecture hours per week

6.

Course Description: The course covers the study of the basic principles of marketing, the marketing
process, and key marketing concepts. The course includes discussion of the marketing management system
and the fundamentals of developing marketing strategies and plans as the road map of the company in
marketing its product.

Course Title:

FUNDAMENTALS OF
MARKETING

Date
Effective:

3Rd Qtr
SY2010-2011

Date Revised:

January 5,
2011

Prepared by:

Marvin I. Noroa

Checked by:

Rene D. Estember

Approved by:

Rex Aurelius C. Robielos

Page 1 of
5

7. Program Outcomes and Relationship to Program Educational Objectives

Program
Educational
Objectives
1
2
3
4

Program Outcomes
An ability to apply knowledge of mathematics, science, and
engineering
An ability to design and conduct experiments, as well as to
(b)
analyze and interpret data
An ability to design a system, component, or process to meet
(c)
desired needs
(a)

(d)

An ability to function on multi-disciplinary teams

(e)

An ability to identify, formulate, and solve engineering

problems

(f)

An understanding of professional and ethical responsibility

(g)

An ability to communicate effectively

(h)
(i)

The broad education necessary to understand the impact of

engineering solutions in a global and societal context
A recognition of the need for, and an ability to engage in lifelong learning

(j)

A knowledge of contemporary issues

(k)

An ability to use the techniques, skills, and modern engineering

tools necessary for engineering practice.

8. Course Objectives and Relationship to Program Outcomes:

COURSE OBJECTIVES
The students should be able to:

PROGRAM OUTCOMES
b c d e f g h i j

1. Gain an appreciation of the evolution of marketing and

basic principles of marketing; Grasp the core definition
and key concepts of marketing.
2. Understand the marketing management process and
marketing frameworks in understanding customers,
competitors and the industry.

3. Learn the steps of formulating and implementing a

marketing strategy and plan with the use of environmental

scanning, STP approach, marketing mix (4Ps) and the
product life cycle.

4. Realize the significance of the different marketing

strategies and tactics relative to a companys overall goals
and marketing objectives.

5. Prepare a marketing plan for a company.

Course Title:

FUNDAMENTALS OF
MARKETING

Date
Effective:

3Rd Qtr
SY2010-2011

Date Revised:

January 5,
2011

Prepared by:

Marvin I. Noroa

Checked by:

Rene D. Estember

Approved by:

Rex Aurelius C. Robielos

Page 2 of
5

9. Course Coverage
Week

Topic

Methodology

Orientation and Introduction to the Course

Mapas Vision and Mission, School of Industrial

Engineerings Objectives and Program Outcomes,
Course Policies and Guidelines, Nature and Scope of
the course, Grading system

Presentation and discussion of

Vision, Mission and Course
Objectives and discussion of
Course Outline, Method of
Instruction and Bases of
Grading

Marketing Core Concepts and Philosophies;

Finance link to Marketing

Lecture and class discussion

Marketing in the New Economy: The Internet

Effect, Industry Convergence, ;
The Role of Marketing in Strategic Planning

Lecture and class discussion

Applied marketing: What are the common

functional marketing problems? How to use
marketings framework: 4Ps?

Assessment

Lecture and class discussion

Pop Quiz #1

*Grouping must already be firmed up by now and ask

marketing study topic.

Applied marketing: What are the common

functional marketing problems? How to use
marketings framework: 4Ps?

Lecture and class discussion

Homework #1

*Marketing study topic must be firmed up by now.

Quiz 1
What drives the industry? What drives the
business?
Analysis of current situation:
External: Macro Environment Analysis, Porters
Five Forces, SWOT Analysis, Trends and NetGens

Lecture and class discussion

Internal: Mission, Offerings, Previous results,

business relationships and keys to success

Lecture and class discussion

Who is your customer?

Influencing Buyer behavior: Cultural, social,
personal and psychological factors

Lecture and class discussion

Buying decision process

Lecture and class discussion

Homework #2

The voice of the customer: a methodology in

gathering data (e.g. Questionnaire)

Lecture and class discussion

Pop Quiz #3

Pop Quiz #2

Quiz 2
5

Who is your competitor?

Segmentation: the revenue source

Lecture and class discussion

Target market: the business focus

Lecture and class discussion

Positioning: the business uniqueness

Lecture and class discussion

Homework #3

How to proceed after the analysis?

Objective setting in Introduction and in Growth
stages

Lecture and class discussion

Pop Quiz #4

Objective setting in Mature and in Decline

stages

Lecture and class discussion

Draft #1(Envi
Scanning)

Quiz 3

Course Title:

FUNDAMENTALS OF
MARKETING

Date
Effective:

3Rd Qtr
SY2010-2011

Date Revised:

January 5,
2011

Prepared by:

Marvin I. Noroa

Checked by:

Rene D. Estember

Approved by:

Rex Aurelius C. Robielos

Page 3 of
5

Week

Topic

Methodology

How to achieve the objectives?

Putting everything into perspective: A review

Product Strategy

Lecture and class discussion

Draft #2 (STP and

Value Proposition)

Lecture and class discussion

Channel strategy

Lecture and class discussion

Pricing strategy

Assessment

Pop Quiz #5

Lecture and class discussion

Promotion strategy

Lecture and class discussion

Homework #4

Lecture and class discussion

Draft #3
(Objectives and
Strategies )

Quiz 4
So, how do we know if we are achieving the
objectives?
The value of forecast, budgets and schedules

Closing the loop: Contingency plans

Lecture and class discussion

Quiz 5
10

Group Presentation

Synthesis and interaction

Group Presentation

Synthesis and interaction

Marketing Plan

Group Presentation

Synthesis and interaction

Marketing Plan

Marketing Plan

11

FINAL EXAMINATION
NOTE: Alternatively, the delivery of all lecture topics can be completed within the first 5-6 weeks of the term
to provide students ample time to write the drafts for review & discussion with the instructor and for its
subsequent revision then approval prior to the submission of the final paper and class presentation.

10. Course Outcomes and Relationship to Course Objectives/ Program Outcomes

Course
Objectives

Course Outcomes
Upon completion of this course, students
should, at minimum, be able to:
1) Understand and explain the
fundamentals of Marketing,
Marketing Management, and the
role of Marketing in strategic
planning.
2) Identify and explain the core
concepts and philosophies of
Marketing and marketing practices
in the New Economy
3) Understand and use the frameworks
of 4Ps of Marketing, Product Life
Cycle, Environment-CompanyCustomer-Competitors and 5Ms of
Advertising.
4) Perform a Macro-Environmental
Scanning and SWOT analysis and
use the Porters Model of Five
Forces of Competition.

Course Title:

FUNDAMENTALS OF
MARKETING

Date
Effective:

3Rd Qtr
SY2010-2011

Date Revised:

January 5,
2011

Program Outcomes

Prepared by:

Marvin I. Noroa

a b

Checked by:

Rene D. Estember

Approved by:

Rex Aurelius C. Robielos

Page 4 of
5

5) Identify factors affecting buying

behavior and use the StimuliResponse Model in understanding
markets and customers.
6) Carry out a segmentation analysis
and perform the steps of target
marketing via the STP approach
with a value proposition, positioning
statement.
7) Develop marketing strategies based
on the macro-environmental scan,
segmentation analysis, and the
marketing frameworks above.
8) Prepare a marketing plan &/or
marketing communications plan
with an overall strategy, tactical
programs, promotion mix/tools, and
implementation timetable & budget.

11. Contribution of Course to Meeting the Professional Component:

Engineering Topics
General education component

: 70%
: 30%

12. Textbook : Marketing Management by Philip Kotler

13. Course Evaluation:
The minimum requirement for a passing grade is 60% of the total scores from the following:
Quizzes
50%
Final Exam
15%
Marketing Plan Study
20%
Other Learning Assessment
15%
(Pop Quiz as graded recitation, Homework and Draft Papers*)
The final grade of the student will be given as reflected in the table below.
Average
(%)

Below 60

60.0 64.5

64.6 69.0

69.1 73.5

73.6 78.0

78.1 82.5

82.6 87.0

87.1 91.5

91.6 96.0

Above 96

Final
grade

5.00

3.00

2.75

2.50

2.25

2.00

1.75

1.50

1.25

1.00

Aside from academic deficiency, others grounds for a failing grade are:
Habitual cheating during examinations
A failing academic standing and failure to take the final exam
Grave misconduct other than cheating
14. Course Materials Made Available:
Course goals and instructional objectives
Samples of casework sets from students
Sample of problem sets from students
Samples of project plan proposals from students
End-of-course assessment report by the students and the faculty
15. Committee Members:
Rene D. Estember
Elisier M. Fantillo
Marvin I. Noroa
Course Title:

FUNDAMENTALS OF
MARKETING

Date
Effective:

3Rd Qtr
SY2010-2011

Date Revised:

January 5,
2011

Prepared by:

Marvin I. Noroa

Checked by:

Rene D. Estember

Approved by:

Rex Aurelius C. Robielos

Page 5 of
5