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Course Title : Principles of Marketing

Course Code :

Course Credit :

Pre-Requisite :

Course Description : This course provides a basic foundation for further study in marketing. Students study economic functions at work in the
marketplace, marketing functions including purchasing, pricing, and distribution functions. This course is based on the business and marketing core that includes
communication skills, economics, financial analysis, and promotion. Both marketing and employment skills learned will improve and increase the chance of successful
transition into the world of work.

Semester/Summer A.Y. : Second Semester, A.Y. 2019-2020

Institutional Learning Outcomes Program Outcomes Course Objectives

Graduates of NPC are expected to achieve the Students of Bachelor of Science in Business Upon satisfactory completion of this course, students
following: Administration are expected to do the following: will be able to demonstrate comprehension and
application of the following skills:
1) Demonstrate competent communication 1) Demonstrate corporate and social responsibility; 1) Define the term marketing and explain its role
skills, critical thinking, problem-solving, and importance in an individual firm and the
2) Implement the basic functions of management
decision-making, creative imagination, and overall economy.
such as planning, organizing, staffing, directing,
leading, and controlling;
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Institutional Learning Outcomes Program Outcomes Course Objectives

self-reflection in various situations and 3) Use information and communication; technology 2) Understand the importance of strategic
exercises; (ICT) effectively and efficiently marketing and know the basic outline for a
4) Work well with others; marketing plan:
2) Apply the knowledge in particular disciplines 3) Analyze the external environment to identify
to practical and purposeful activities that 5) Use the proper decision tools to critically, opportunities or challenges to a business.
enhance academic training; analytically, and creatively solver problems and drive
4) Identify and classify marketing segments and
results;
targets, demonstrating the use of marketing
3) Develop significant research and related 6) Identify unmet or under-served ethical service research techniques.
projects per program that will be useful and and product needs of specific customer groups and
relevant to the needs of the school, the city, 5) Create and use a mission statement, SWOT
markets; analysis and SMART goals.
and the larger community outside;
7) Specify the service and/or product value 6) Describe the elements of the marketing mix
4) Show practical understanding of the values of contributions of the company which addresses (4Ps of marketing):
responsibility, integrity, accountability, and identified needs of customers; a) Product: Explain the use of product mix
quality of work that contributes positively to 8) Formulate organizational design and and life cycle in a marketing strategy
the development of society and country; arrangements which effectively deliver desired value b) Place / Marketing Channels: Identify
contributions of the company while ensuring different marketing channels and develop
5) Demonstrate a capacity for stewardship, humane working conditions. distribution strategies.
leadership, and service that has deep empathy c) Promotion / Advertising: Describe the
for and pride in Filipino identity and culture. role of advertising and public relations in
marketing a product or service.
d) Pricing: List and explain a variety of
pricing objectives.
7) Create and present the components of a
working marketing plan
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LEARNING PLAN

WEEK TOPICS LEARNING OUTCOMES METHODOLOGY TEACHING AND RESOURCES ASSESSMENT

LEARNING ACTIVITIES
1 Marketing: Creating and Learners in this area are honed DEFINING MARKETING AND THE Philip Kotler and Gary Reporting, quizzes,
Capturing Customer Value to assess business processes MARKETING PROCESS Armstrong. Principles group huddles
relative to organizational goals to
capture customer value. Focused Group Discussions
of Marketing. 14th
2 Partnering to Build Learners can expect to be Edition. Mock interviews,
Customer Relationships equipped with skills effective for In brainstorming marketing ideas, focused mock business
building internal and external group discussions are useful to enable relations simulation
relationships using influencing, this. The main advantages of focus groups
communication and consultative are: they are useful to obtain detailed
skills. information about personal and group
feelings, perceptions and opinions. They
can provide a broader range of
information and opportunity to seek
clarification.
3 Analyzing the Marketing There are two skills that learners UNDERSTANDING THE MARKETPLACE Reporting, quizzes,
Environment will be equipped with: AND CONSUMERS group huddles
and
Managing Marketing Design a marketing research Trip to Venice
Information study that will act as a key In order for students to appreciate how
resource in the development of a marketing influences the way Filipinos
marketing plan. purchase nowadays, they may visit Venice
in Taguig City to experience real-life
Evaluate the impact of changing business immersion.
global, political, economic,
competitive, environmental,
cultural and social systems on
marketing strategy development.

4 Consumer Markets & Learners are to be equipped to Reporting, quizzes,

Consumer Buyer Behavior Examine the role of consumers as group huddles,
and purchasers and users of goods Prelim Exam
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Business Markets & Business and services using various

Buyer Behavior theories and models of consumer
5 Customer-Driven Marketing behavior. CREATING A CUSTOMER-DRIVEN Group huddle,
Strategy MARKETING STRATEGY AND MIX reporting
6 Product, Services and Product Innovation
Branding Strategies/New Commercial making Unit
Product Development One of the most critical factors in the field
and of marketing involves thinking of ways to
Pricing Considerations and shoot or record the right product
Strategies Chaps advertisement. It is first important to
7 Distribution Considerations This aspect of the lesson teaches teach them the basics of doing such by Presentation contest
and Strategies Chaps students to work in a manner giving them beforehand the long history of
and consistent with law and radio adverts. Afterwards, split them in
Integrated Marketing professional standards, and groups and assign a product, made-up or
Communications Strategy protocols as it relates to not. The students will then make a choice
marketing, advertising, if they would want to shoot a commercial
promotion and ethical with actors or simply use their voices to
considerations. record a radio ad complete with music.
8 Understanding/Developing Learners will be equipped with Reporting, quizzes,
the Promotions Mix Chaps enough to create a business plan, group huddles
9 Marketing Arithmetic: including business feasibility Product Implementation Reporting, quizzes,
Preparing Financial assessment and financial analysis group huddles
Projections projections, for an innovative This is ideally a final activity that will test
new business, product or service. whether or not the students have grasped
enough knowledge on a teacher's
marketing class. Using everything they
have learned within the term, students
will be tasked to create a product from
scratch using the proper methods in
marketing as learned from the lessons in
class. They will be responsible for the
brainstorming to the initiation to the
advertisements. The culmination will
involve selling the product itself within
school premises. As teachers, it is their
duty to take hold from the school board a
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set of special permissions to execute a

mini-fair within the grounds. This activity
is an immersive eye-opener for the
students as they will be experiencing first-
hand how it is to sell a product. Various
schools have tried this and have proven
that this is one of the great ways to teach
students about marketing.
10 Social Responsibility and Learners are equipped to SOCIAL RESPONSIBILITY Portfolio Submission
Ethics develop critical thinking,
quantitative reasoning, written, Feeding Program
and oral communication.
Knowledge of society and One of the ways students may execute this
culture, and skills relevant to is to choose a nursery school and
civic engagement. Implement a school-based nutrition
education program to increase their
awareness of the importance of the
behavior change, and provide them with
the skills needed to perform the behavior
for a healthy diet.

GRADING SYSTEM
I. Class Standing 70%
Quizzes
Recitation
Oral Report
Projects/Assignments/Seatwork
II. Prelim/ Midterm/Final Examinations 30%
100%
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Prepared by: Noted by:

Lee D. Carinan, MAEd Emy S. Corpuz

Approved by: May 28, 2019

Cecilia Saenz, PhD