CENTRAL PHILIPPINES STATE UNIVERSITY

Kabankalan City, Negros Occidental

COLLEGE OF AGRICULTURE AND FORESTRY

OBE SYLLABUS IN AB7a – Introduction to Human Behavior in Organization
1st Semester, S.Y. 2022-2023

VISION

CPSU as the leading technology-driven multi-disciplinary University by 2030

MISSION

CPSU is committed to produce competent graduates who can generate and extend leading technologies in multi-disciplinary areas beneficial to the community.

GOAL

CPSU as a functional higher learning institution leading in local and global development through instructions, research, extension and production with effective
and efficient frontline services.

HIGHER EDUCATION INSTITUTIONAL OBJECTIVES

1. Provide access to relevant, quality and inclusive education;

2. Capacitate faculty to promote a vibrant, gender-sensitive and supportive intellectual environment;
3. Create and promote science, technology and innovations (STI) in the multi-disciplinary teaching-learning processes;
4. Redefine the academic system, processes and operations employing uniform measures for equitable education;
5. Promote clientele satisfaction on the higher education undertakings that could generate technology-driven outputs for community adoption; and
6. Ensure protection of academic freedom for intellectual advancement on multi-disciplinary fields.

CPSU QUALITY POLICY

CPSU commits to deliver quality higher and advanced education through instruction, research, extension, production and administrative support services.
We shall endeavor to:

1. Continually improve its Quality Management System (QMS) at par with International standards;
2. Provide timely, efficient and effective delivery of products and services;
3. Satisfy the needs and expectations of the customers and relevant Interested parties; and
4. Uphold applicable statutory, regulatory, organizational and International standard requirements.

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 1 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

CORE VALUES

1. Committed – refers to CPSU’s strong commitment to provide quality result to a plan of action.
2. Productive – refers to working hard to be able to achieve good results.
3. Service-oriented – refers to focusing on helping and providing customers’ satisfaction.
4. Unified System – refers to working together towards achieving the same goals to increase efficiency
and enable centralized management.

COMMON OUTCOME TO A HORIZONTAL TYPE OF SCHOOL (CMO No. 46, s. 2012)

For universities: an ability to participate in the generation of new knowledge or in research and development projects Graduates of State Universities and Colleges must, in
addition, have the competencies to support “national, regional and local development plans.”

PROGRAM OUTCOMES
A. Common to All Types of School

The graduates have the ability to:

a.1 Articulate and discuss the latest developments in the specific field of practice (PQF level 6 descriptor);
a.2 Effectively communicate orally and in writing using both English and Filipino;
a.3 Work effectively and independently in multi-disciplinary and multi-cultural teams (PQF level 6 descriptor);
a.4 Act in recognition of professional, social, and ethical responsibilities;
a.5 Preserve and promote “Filipino historical and cultural heritage” (based on RA 722)

B. Specific for Agriculture Education Program

b.1 Generate and share knowledge relevant to specific field of study of agriculture.
b.2 Participate in the formulation and implementation of agricultural developments plans and programs.

C. Specific to BSAB

c.1 Apply scientific method in the conduct of research activities.

c.2 Understand and apply the concepts of agricultural productivity and sustainability in the context of national, regional and global developments.
c.3 Engage in agricultural technologies and post-production activities.
c.4 Promote sound agricultural technologies to various clients and in the manpower development for agriculture. ‘
c.5 Employ relevant tools in information technology in solving agriculture and agribusiness related problems.

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 2 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

PROGRAM OUTCOMES

Program Outcomes Performance Indicators

1. Improve one’s communication skills and  Convey ideas and information effectively
strategies  Prepare, analyze, evaluate and respond promptly to issues, problems, reports, cases, proposals and concept
papers.
2. Develop entrepreneurial attitudes, skills and  Demonstrate the values of hard work, honesty, patience, diligence and personal entrepreneurial competence
professional ethics. (PECs).
3. Cultivate ethical/collaborative intra- and  Develop wholesome personality
interpersonal relations with peers, clients and  Demonstrate leadership qualities, civic mindedness, and corporate citizenship.
the general public.
4. Develop decision-making ability to get the most  Bridge the gap between theories and practice.
from experience.  Strengthen the problem-solving and decision-making abilities.
 Participate actively in Agricultural association activities and comply with their policies and obligations.
5. Perform the multi-tasks in agriculture confidently  Operationalized agricultural concepts and principles.
 Develop networking and negotiating skills for resource generation and marketing.
 Analyze, interpret and utilize financial and other relevant data for decision making.

COURSE OUTCOMES
At the end of the semester, the students must be able to:

1. Understand and explain the different marketing management concepts and principles;
2. Apply concepts and principles learned in analyzing and presenting cases;
3. Analyze markets and design marketing plans/programs.

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 3 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

I. PROGRAM : Bachelor of Science in Agribusiness 3A

II. COURSE NUMBER : AB7a

III. COURSE TITLE : Introduction to Marketing Management

IV. COURSE DESCRIPTION : This course focuses on the analysis of marketing opportunities and problems in various types of business endeavors with applications to
agribusiness enterprises, marketing, planning, strategy formulation, implementation and control.

V. CREDIT : 3 unit

VI. CREDIT HOURS : 3 hour per week (54 hours per semester)
VII. COURSE PREREQUISITE : AB3a: Concepts and Dynamics of Management
VIII. LEARNING PLAN

DESIRED LEARNING COURSE CONTENT/ REFERENCES TIME TEACHING AND ASSESSMENT RESOURCE

OUTCOMES SUBJECT MATTER FRAME LEARNING TASK MATERIALS

ACTIVITIES
(DLO)

At the end of the Unit 0, the students must Unit 0: Course Orientation and the
have: Institutional Vision, Mission, Core,
Values, and Outcomes

1. Internalize the VGMO and assume 1. Overview of the subject; VMGO  Faculty Manual Setting standards, In Recitation Course
responsibility in upholding the rules and syllabus presentation standard  Student Presentation of the syllabus;
agreements included in the syllabus setting and agreements, Subject Handbook 1.5hr course requirements, VMGO chart
requirements.
grading system

At the end of the Unit 1, the students must Introduction

have:
Lesson 1
1. Define what is Marketing means  What is Marketing means?

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 4 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

 What is Marketing
Management?
2. Discuss what is Marketing Concept 3hr Individual Interaction Graded Recitation Internet
 Marketing Concept generated
Brainstorming Creative Assessment: Quiz Materials
 Modern Marketing opinion
 Factors Influencing
Marketing Concept
3. Nature of Marketing
 How these nature of Individual Interaction
Assessment: Quiz
marketing affects the holistic
operations of an entity.
4. Scope of Marketing  When Marketers are involved Brainstorming
with marketing ten types of 3hr Opinionated Individual Graded Recitation
entities? Interaction
 Who Markets
 What is the scope of
Marketing?
5. Elaborate what is Market and its
classifications  What is a Market?
Group Activity
 How these various 3hr Graded Recitation
Classification of Markets
differ and have commonality
to each other? Opinionated Individual
 Difference Between Interaction Assessment: Quiz
Marketing and Selling
6. Marketing Management Tasks
 How to develop a marketing Graded Recitation
Group Activity
plan?
 Capturing Marketing Insights, 3hr
Connecting with Customers
and Building Strong Brands Graded Group
 Shaping the Market offerings Presentation
and Delivering Value Creative Group work:
 Communicating Value and Visual Diagram
Creating Long Term Growth

7. Understand Marketing Environment

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 5 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

and its factors and classifications. Summative Test

 What are the following
Factors which affect Lesson 2
Marketing Environment?
3hr Brainstorming
 Distinguish points of Macro
Opinionated Individual
8. Discuss the Environmental Scanning and Micro Environment.
Interaction

 What is the Goal behind

Environmental Scanning?
 What are the components of Group Activity Graded Group
Environmental Scanning? Presentation/Outp
3hr ut
 The Functions of
Environmental Scanning
Individual Interaction
Creative Opinion
 Methods used for Assessment: Quiz
Environmental Scanning
 What is SWOT Analysis?
 Analyzing the Research Output on
3hr Case analysis on Graded Group
Macroenvironment
Environmental scanning; Presentation
 The Demographic
Environment All Methods.
9. Identify the Demographic Environment
 Worldwide Population
Growth, Population Age Mix,
Ethnic and Other Markets,
Educational Groups, Brainstorming Graded Group
Household Patterns, and Opinionated Individual Presentation
Geographical Shifts in Interaction
Population.
3hr
 Other Major
Macroenvironments

10. Discuss the Market Segmentation Summative Test

 Introduction General
approach
 Conditions for effective

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 6 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

segmenting Graded Oral

 Patterns of Market recitation
Segmentation 3hr Group Activity: Visual
 Basis of segmentation Presentation

11. Examine the Rationale of Market  How it facilitates proper

Segmentation choice of target market?
 Makes the marketing effort
more efficient and economic. Graded Group
3hr Presentation
12. Basis of segmentation: A. Consumer  What is the consumer Opinionated Individual
Characteristic Approach characteristic approach? Interaction
 Demographic profile of the
segmented markets.
 Psychographic of the Graded Case
segmented markets. study analysis
3hr Opinionated Individual
13. Understand the Consumer Response  Benefit response, Usage Interaction
Approach Response, and Loyalty
response.
 Occasion response, and
Graded Oral
User status.
recitation
 Target Marketing Assessment: Quiz
 Alternative Market Targeting 3hr
Strategies

14. Examine Strategic Planning in

Marketing  "What do we do?"
 "For whom do we, do it?"
Lesson 3
 "How do we excel? “
 Defining Corporate Mission Graded Group
 Establishing strategic Group Activity: Visual Presentation
3hr Presentation: Crafting of
business units
 Assessing growth Strategic
opportunities Plan(Preliminaries)
15. Business Unit Strategic Planning  Marketing Opportunity

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 7 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

Analysis (MOA)
 Opportunity and Threat
Matrices
 Internal Environmental
3hr Brainstorming Critical Thinking
Analysis
Opinionated Individual skills: Graded.
(Strength/Weakness
Interaction
Analysis), Goal Formation,
Strategic Formulation, and
Strategy

 Porter’s Generic Strategies:

Overall cost leadership,
Differentiation, Focus
3hr Visual Concepts;
 Operational Effectiveness
Illustrated/Analyzed Graded Group
and Strategy: Strategic
Case study Presentation
group, and Strategic
16. Understand The Marketing Process. alliances
 Feedback and Control

 What are the Steps in the

Planning Process? 3hr Opinionated Individual Critical Thinking
17. Understand the Product Planning: The  Factors Influencing Interaction skills: Graded.
Nature and Contents of a Marketing Company Marketing Strategy
Plan
 What are the components of Case study analysis Graded Group
crafting/creating Contents of 3hr Presentation
the Marketing Plan?
 Sample Marketing Plan:
Sonic Personal Digital
Assistant

Audio Video Clip

MIDTERM EXAMINATION 3hr Graded Group
At the end of the Unit 2, the students must presentation analysis
Presentation
have:
Midterm Exam

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 8 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

1. Understand Market Targeting FINAL COVERAGE

Lesson 4

 What is Market targeting and

3hr Physical Illustration
its influences?
through 3D figures
 Effective Segmentation Graded Oral
2. Examine Consumer Behavior
Criteria Recitation
 Segment by Segment
Invasion Plan

Individual Recitation
 What is Consumer Behavior?
3hr Opinionated/Illustrations
 Factors affecting consumer
Graded output &
buying behavior
presentation
 Model of Buying behavior
 How and why consumer
buy?
3hr Opinionated
3. Enrich on the Consumer Buying  Factors Affecting Consumer assessment/Manila
Process paper presentation Graded Group
Behavior: Culture
output
 Characteristics of Social
Classes: Social Factors,
Family, Reference Groups

 How important Consumer

Decision Making Model?
3hr Opinionated
 Problem Recognition
(awareness of need), assessment
Information search,
Graded Group
Evaluation of Alternatives,
Presentation
4. Determine the concept of Product and Purchase decision.
Mix and its factors  Post-Purchase Evaluation,
and Outcome: Satisfaction or
Dissatisfaction.
Conceptualization of
3hr
Creative illustration

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 9 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

 What is Product mix? Graded Oral

Recitation
 How the business enterprise
employs product mix?
 Why product mix important in
Marketing?
 Constituents of A Product Assessment; Quiz
Mix
 Product Line Decision
Opinionated
 Product Line Strategies assessment
 Product Positioning: Graded Oral
Perceptual Mapping (Product 3hr Recitation
Positioning) Conceptualization of
 Product Benefit (Product Creative illustration
Positioning)
 Segmentation (Product Graded Reports,
5. Assess the Product Market Mix Presentation
Positioning)
Strategy
 Product Categories (Product
Positioning)

 Why product market mix

important to a business
entity?
 Current products and current
market: market penetration 3hr Opinionated
 Present products and new assessment/Manila
markets: market paper presentation
Graded Reports,
development
Presentation
 New products to present
markets: product Assessment; Quiz
development
 Related diversification
 Vertical integration occurs
6. Describe Marketing Mix when a company becomes
its own: Advantage and
Opinionated

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 10 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

Disadvantages. 3hr assessment

 What is Marketing Mix?

Graded Recitation
 Marketing Mix
Determination: Product, Graded Reports,
7. Explains the importance of
Packaging, Labeling, Warranties Price, Place, Promotion. Presentation
and Guarantees
8.
3hr Opinionated
 Factors Contributing to
assessment
growing use of packaging
 Labeling
 Warranties and Guarantees
Assessment; Quiz
FINAL EXAMINATION

Note: This course design is flexible in may include additional topics and activities deemed necessary by the teacher and students.

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 11 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

IX. COURSE REQUIREMENTS :

1. Periodical Test
2. Summative Test
3. Case Study
4. Research Output
5. Concept paper: Creative analysis

X. GRADING SYSTEM :

1. Knowledge 40%
Exams (Midterm & Final) 25%
Summative Test 15%

2. Skills 50%
Course Outputs/Projects 20%
Assignments 10%
Portfolio 20%

3. Affective 10%
Level of Awareness 2%
Interest, Attention 2%
Responsibility, Interaction with others 2%
Ability to demonstrate 2%
Attitudinal Characteristic 2%
100%

XI. Other Course Requirements : Class Policy

1. Students must attend class regularly. A student is allowed a maximum of six excused and unexcused absences. A student is automatically
dropped once he/she exceeds six absences.
2. Be punctual. Students arriving 15 minutes after the scheduled start of class will be marked “late”. Three consecutive “late” is equivalent to 1
absence.
3. Submit all requirements (assignments, summative test, etc) on time. There will be a 5-point deduction per day for late submission.
4. Compile all corrected assignments/problem sets in long brown envelope. This will serve as your portfolio and will be checked after the final

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 12 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

exam.
5. There will be two exams –midterm and final exam.
6. Strictly NO CHEATING. Anyone caught cheating will be automatically given a grade of 5.0
7. Always bring your scientific calculator. Strictly no sharing during quizzes and exams.
8. There will be no special projects to compensate for low grades.

Note : To all students: This portion signifies your commitment to the course in terms of your individual performance. As such, you are expected to perform
academically to the best of your ability and to comply diligently the requirements set forth by the course.

____________________________________
Student’s Signature over Printed Name/ Date
____________________________________
Parent’s Signature over Printed Name/ Date

XII. REFERENCES

Kotler, Philip. (2003). Marketing Management, 11th Edition. Princetice Hall.

Perrault, William and E. Jerome McCarthy. (1999) Basic Marketing: A Global managerial Approach, McGraw Hill.

XIII. RESOURCES MATERIALS

MS Word Lecture notes, PowerPoint Presentations, Google Classroom, Google meet app, Google Attendance, and Video Clips., Manila paperl and other paper
materials.

A. Rubrics (Portfolio: Different Types of Scoring Rubrics)

Criteria 91-100 points 81-90 points 71-80 points 61-70 points

A. Required Items All required items are included, All required items are included All required items are included A significant number of

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 13 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

with a significant numbers of with few additions required items are missing
addition

Items clearly demonstrate that Items clearly demonstrate most Items demonstrate some of the desired Items do not demonstrate
the desired learning outcomes of the desired learning outcomes learning outcomes for the term. The basic learning outcomes for
for the term have been achieved. for the term. The student has student has gained some understanding the term. The student has
B. Concepts The students gained a significant gained a general understanding of the concepts and attempts to apply limited understanding of the
understanding of the concepts of the concepts and applications them concepts
and applications

Items are clearly introduced, well Items are introduced and well Items are introduced and somewhat Items are not introduced and
C. Overall organized, and creatively organized, showing connection organized, showing some connection lack organization.
Presentation displayed, showing connection between items between items.
between items.

(Presentation- Oral or through video)

CATEGORY 4 3 2 1

Shows a full understanding of the Shows a good understanding of Shows a good understanding of Does not seem to understand
Content
topic. the topic. parts of the topic. the topic very well.

Volume is loud enough to be Volume is loud enough to be Volume is loud enough to be

Volume often too soft to be
heard by all audience members heard by all audience members at heard by all audience members at
heard by all audience members.
throughout the presentation. least 90% of the time. Speaks least 80% of the time. Speaks
Volume and Speaks Clearly Often mumbles or cannot be
Speaks clearly and distinctly all clearly and distinctly all (100-95%) clearly and distinctly most (94-
understood OR mispronounces
(100-95%) the time, and the time, but mispronounces one 85%) of the time. Mispronounces
more than one word.
mispronounces no words. word. no more than one word.
Stands up straight, looks relaxed
Stands up straight and establishes
and confident. Establishes eye Sometimes stands up straight and Slouches and/or does not look at
Posture and Eye Contact eye contact with everyone in the
contact with everyone in the room establishes eye contact. people during the presentation.
room during the presentation.
during the presentation.
Enthusiasm and Facial expressions and body Facial expressions and body Facial expressions and body Very little use of facial
Preparedness language generate a strong language sometimes generate a language are used to try to expressions or body language.
interest and enthusiasm about the strong interest and enthusiasm generate enthusiasm, but seem Did not generate much interest
topic in others. Student is about the topic in others. Student somewhat faked. The student is in topic being presented. Student

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 14 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

seems pretty prepared but might

completely prepared and has somewhat prepared, but it is clear does not seem at all prepared to
have needed a couple more
obviously rehearsed. that rehearsal was lacking. present.
rehearsals.
Presentation is less than 3
Time-Limit Presentation is 5-6 minutes long. Presentation is 4 minutes long. Presentation is 3 minutes long. minutes OR more than 6
minutes.

B. Course Mapping – Relationship of Course Outcomes to Program Outcomes

COURSE OUTCOMES PROGRAM OUTCOMES

c.
RELATIONSHIP TO PROGRAM OUTCOME a.1 a.2 a.3 a.4 a.5 b.1 b.2 b.3 b.4 b.5 b.6 b.7 b.8 c.2 c.3 c.4 c.5 c.6
1
1. Understand and explain the different marketing management
concepts and principles; I I D P

2. Apply concepts and principles learned in analyzing and

presenting cases; I P P D

3. Analyze markets and design marketing plans/programs. P D I P

Legend:
I – Introductory
P – Practice (with supervision)
D- Demonstrated

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 15 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 16 of 17

 CENTRAL PHILIPPINES STATE UNIVERSITY
Kabankalan City, Negros Occidental

Prepared by:

ARIEL M. ENRIQUEZ Date: ________________________

Instructor
Reviewed by:

HANZEL L. PEDROSA Date: ________________________

Program Head, CAF

Noted by:

KARLA C. SALVALLION Date: ________________________

Dean for Instruction

Recommending Approval: Date: ________________________

GREGORIO D. PREDO
Campus Administrator Date: ________________________

Approved by:

FERNANDO D. ABELLO, Ph.D. Date: ________________________

Vice President for Academic Affairs

Doc Control Code: CPSU-F-VPAA-20 Effective Date: 09/12/18 Page 17 of 17