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COLLEGE OF MANAGEMENT DEPARTMENT

Outcomes-Based Education (OBE) Course Syllabus in CBMEC 103 – Principles of Marketing

Date Enhanced: November 12, 2018

I. Capiz State University

Vision: Center of Academic Excellence Delivering Quality Service to all

Mission: Capiz State University is committed to provide advanced knowledge and innovation; develop skills, talents and values; undertake relevant
research, development and extension services; promote entrepreneurship and environmental consciousness; and enhance industry
collaboration and linkages with partner agencies.

Goals: Globally competitive graduates

Institutionalized research culture
Responsive and sustainable extension services
Maximized profit of viable agro-industrial business ventures
Effective and efficient administration

Core Values: God- Centered

Excellence
Integrity
Transparency and Accountability and;
Dedication to quality Service

Guiding Principles:
Academic Freedom
Responsibility
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Academic Standards

Institutional Learning Outcomes:

A CapSU Graduate is a knowledgeable, innovator, researcher, master of change, a leader entrepreneur, environmentalist, and effective collaborator in their
respective fields of discipline.

College of Management Program Outcomes:

A CM Graduate catalyzes change, conducts relevant business researches, innovates, leads and adapts business and entrepreneurial processes and practices,
advocates environmental responsibility and consciousness, collaborates societal transformation, sustainability and inclusive growth.

II. Campus : Main Campus

III. Program/Degree: Bachelor of Science in Business Administration

IV. Program Outcomes (based on Memorandum from the CHED Chairperson dated April 23, 2015):

A. Common to all programs in all types of schools, a graduate has the ability to:
 Discuss the latest developments in the specific field of practice
 Communicate effectively using both English and Filipino, orally and in writing
 Work effectively and independently in multi-disciplinary and multi-cultural terms
 Exemplify professional, social, and ethical responsibility
 Preserve and promote Filipino historical and cultural heritage

B. Common to the general field of Business and Management, a graduate should be able to:
 Implement the basic functions of management such as planning, organizing, staffing, directing, leading and controlling
 Apply the basic concepts that underlie each of the functional areas of business to business situations
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 Use the proper decision tools to critically, analytically, and creatively solve problems and drive results
 Communicate effectively with stakeholders both orally and in writing
 Use information and communication technology effectively and efficiently
 Work well with others
 Manage people and offices effectively in the performance of leadership functions
 Demonstrate corporate citizenship and social responsibility
 Exercise high personal moral and ethical standards

C. A graduate of BS Business Administration, major in Marketing Management should be able to:

 Identify unmet or under-served service and product needs of specific customer groups and markets
 Specify the service and/or product value contributions of the company which addresses identified needs of customers
 Formulate organizational design and arrangements which effectively delivers desired value contributions of the company while ensuring humane
working conditions
 Design wealth-sharing arrangements for participants in the value chain, both external and internal
 Incorporate environment-protection considerations in planned business operations
 Plan for effective government compliance and engagement for the business

V. Course Title: Principles of Marketing

VI. Semester/School Year Offered: 2nd Semester, School Year 2018 – 2019

VII. Course Description :

At the end of the semester, the students should be able to prepare a marketing plan. This course is designed to familiarize the students with the
principles and practices in marketing of goods and services. It is divided into 10 parts, namely: Introduction to Marketing, market segmentation, marketing mix,
product strategy, customer service strategy, pricing strategy, distribution strategy and the strategic selling cycle, advertising strategy, sales promotion strategy and
putting it all together where the students should incorporate their learning in the course.
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VIII. Course Credit/Unit: Sample: 3 units (3 hours lecture/week)

IX. Course/Subject Outcomes:

1. Be familiar with the basic elements of the marketing mix and provide a framework to evaluate marketing decisions and initiatives;
2. Examine and discuss the key concepts and principles of marketing;
3. Identify and explain the main factors involved in understanding the marketplace;
4. Demonstrate an integrative understanding of the steps in marketing planning;
5. Analyze the components of the marketing mix;
6. Work collaboratively to develop ideas and communicate marketing plan both oral and written context.

X. Course Design Matrix:

Learners’ Time
Intended Learning Teacher’s Instructiona Assessment
Topics Activities References Allotment
Outcomes (ILO) Activities l Materials Tasks
(54 hours)
Sustainable Development Goals Discuss CapSU’s VMGO, Class Searching Laptop SDGs Oral 2 hrs.
Philippine Development Plan BSBA’s program Discussion the Web LCD PDP and RDP
2011 - 2016 outcomes and course Projector 2011-2016
Regional Development Plan 2011 outcomes University Code
- 2016 Course Catalogue
CapSU’s Vision, Mission, Goals, Course Plan
and Core Values
CBA’s Vision, Mission, and
Goals
Campus and College Policies
Program Outcomes of the BSA
Program
Course Outcomes
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Course Requirements
Class Rules
Information Go, Josiah, and
Inquiry Go, Chiqui.
Fundamentals of
Note Taking Marketing, 2nd Ed.
Lecture Philippines, ©
Discuss the basic
Searching 2011 Josiah and
concepts in principles of
I. MARKETING: AN Class the Web Carolina Go
marketing. Quiz/Test
INTRODUCTION Discussion Foundation, Inc.
Laptop
 Functions of Marketing Brain
Summarize the standards Oral Exam
Collaborativ Storming Medina, Roberto,
 The Strategic 3Cs for judging marketing LCD
e learning Principles of
Concept effectiveness Projector Caselet
Small Group Marketing,
 Key Result Areas 3 hrs.
Multimedia Projects/ Revised Edition. ©
 Standards for Judging Explain the marketing Reference Group
Instruction Assignments 2015 Rex Book
Marketing Effectiveness triangle framework Book Presentation
Store, Inc.
 Marketing Triangle Case Study/
Framework Identify the factors to
Discussion Boone, Louis &
 Marketing Strategy consider in formulating
Method Kurtz, David.
marketing strategies and
Principles of
tactic
Marketing,
Philippine Edition.
©2013 Cengage
Learning Asia Pte
Ltd.
II. MARKET SEGMENTATION Explain the importance of Lecture Laptop Go, Josiah, and Quiz/Test 3 hrs.
 Needs Segmentation market segmentation. Go, Chiqui.
 Emotive Segmentation Class Information LCD Fundamentals of Caselet
 Demographics Identify the different Discussion Inquiry Projector Marketing, 2nd Ed.
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Philippines, ©
Note Taking 2011 Josiah and
Carolina Go
Segmentation types of market Searching Foundation, Inc.
segmentation and its the Web
uniqueness Collaborativ Medina, Roberto,
e learning Brain Principles of Group
 Psychographics Storming Marketing, Presentation
Segmentation Multimedia Revised Edition. ©
Reference
 Behavioral Segmentation Instruction Small Group 2015 Rex Book
Book
 Internet Segmentation List and discuss the Projects/ Store, Inc.
 Price Segmentation primary bases for Case Study/ Assignments
Case Report
 Industrial Segmentation segmenting consumer and Discussion Boone, Louis &
business markets. Method Kurtz, David.
Principles of
Marketing,
Philippine Edition.
©2013 Cengage
Learning Asia Pte
Ltd.
III. MARKETING MIX: The 4Ps Discuss the relationships Lecture Information Laptop Go, Josiah, and Quiz/Test 6 hrs.
of Marketing among the elements of the Inquiry Go, Chiqui.
 Marketing Functions of marketing mix. Class LCD Fundamentals of Caselet
the 4Ps Discussion Note Taking Projector Marketing, 2nd Ed.
 Buyer Behavior Explain the importance of Philippines, © Group
 Assembling the understanding Collaborativ Searching Reference 2011 Josiah and Presentation
Marketing Mix consumer/buyer behavior e learning the Web Book Carolina Go
 Diagnostic Marketing Foundation, Inc.
Mix Identify the facets in Multimedia Brain Case Report
 Marketing Plan Format developing a marketing Instruction Storming Medina, Roberto,
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Principles of
Small Group Marketing,
Projects/ Revised Edition. ©
 4Ss in Marketing plan and the 4S in Assignments 2015 Rex Book
Planning marketing planning Store, Inc.
Case Study/
Discussion Boone, Louis &
Method Kurtz, David.
Principles of
Marketing,
Philippine Edition.
©2013 Cengage
Learning Asia Pte
Ltd.
IV. PRODUCT STRATEGY Define product, and Lecture Information Laptop Go, Josiah, and Quiz/Test 3 hrs.
 Product distinguish between Inquiry Go, Chiqui.
 Branding goods and services Class LCD Fundamentals of Caselet
 Packaging Discussion Note Taking Projector Marketing, 2nd Ed.
 Managing Product Lines Discuss the importance of Philippines, © Group
 Green Marketing branding, packaging, and Collaborativ Searching Reference 2011 Josiah and Presentation
managing product lines e learning the Web Book Carolina Go
Foundation, Inc.
Explain the concept of Multimedia Brain Case Report
green marketing Instruction Storming Medina, Roberto,
Principles of
Case Study/ Small Group Marketing,
Discussion Projects/ Revised Edition. ©
Method Assignments 2015 Rex Book
Store, Inc.
Student
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Boone, Louis &

Presentations
Kurtz, David.
Principles of
Marketing,
Philippine Edition.
©2013 Cengage
Learning Asia Pte
Ltd.
V. CUSTOMER SERVICE Explain the facets of Lecture Information Laptop Go, Josiah, and Quiz/Test 3 hrs.
STRATEGY customer satisfaction Inquiry Go, Chiqui.
 Customer Satisfaction strategy Class LCD Fundamentals of Caselet
Strategy Discussion Note Taking Projector Marketing, 2nd Ed.
 MBL Service Quality Illustrate the MBL service Philippines, © Group
Model quality Model Collaborativ Searching Reference 2011 Josiah and Presentation
 Internal Customer Service e learning the Web Book Carolina Go
System Discuss the importance of Foundation, Inc.
 Customer Satisfaction Internal customer service Multimedia Brain Case Report
Measurement system and measurement Instruction Storming Medina, Roberto,
Principles of
Case Study/ Small Group Marketing,
Discussion Projects/ Revised Edition. ©
Method Assignments 2015 Rex Book
Store, Inc.
Role Playing
Boone, Louis &
Kurtz, David.
Principles of
Marketing,
Philippine Edition.
©2013 Cengage
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Learning Asia Pte

Ltd.
Information Go, Josiah, and
Inquiry Go, Chiqui.
Fundamentals of
Note Taking Marketing, 2nd Ed.
Lecture Philippines, ©
VI. PRICING STRATEGY Identify the functions of Searching 2011 Josiah and
 Function of Price price and factors to Class the Web Carolina Go
 Factors to Consider in consider in pricing Discussion Foundation, Inc.
Pricing Laptop
Brain
 Objective Based-Pricing Compare objective based Collaborativ Storming Medina, Roberto, Quiz/Test
LCD
 Competitive Pricing pricing, competitive e learning Principles of
Projector
Strategy pricing strategy, price Small Group Marketing, Caselet
3 hrs.
 Price Signaling Strategy signaling strategy, Multimedia Projects/ Revised Edition. ©
Reference
 Product Line Pricing product line strategy, and Instruction Assignments
Book
2015 Rex Book Group
Strategy generic strategy Store, Inc. Presentation
 Generic Strategy Case Study/
Case Report
 Psychological Pricing Explain psychological Discussion Boone, Louis &
 Pricing Criteria and pricing, the pricing Method Kurtz, David.
adjustments criteria and adjustments Principles of
Marketing,
Philippine Edition.
©2013 Cengage
Learning Asia Pte
Ltd.
VII. DISTRIBUTION Discuss distribution mix, Lecture Information Laptop Go, Josiah, and Quiz/Test 3 hrs.
STRATEGY AND THE strategic selling cycle and Inquiry Go, Chiqui.
STRATEGIC SELLING CYCLE distribution channel Class LCD Fundamentals of Caselet
 Distribution Mix Discussion Note Taking Projector Marketing, 2nd Ed.
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Philippines, ©
Searching 2011 Josiah and
 Strategic Selling Cycle Explain how to diagnostic the Web Carolina Go
distribution Foundation, Inc.
Brain
Collaborativ Storming Medina, Roberto,
 Distribution Channel e learning Principles of Group
 Diagnostic Distribution Small Group Marketing, Presentation
 Strategic Alliances and Discuss strategic alliances Multimedia Projects/ Revised Edition. ©
Reference
alliances among and the alliances among Instruction Assignments 2015 Rex Book
Book
competition competition Store, Inc.
 Evaluating Distributors Discuss how to evaluate Case Study/
Case Report
Channel and Distribution distributors and criteria Discussion Boone, Louis &
Criteria and the concept of gray Method Kurtz, David.
 Gray Marketing marketing Principles of
Marketing,
Philippine Edition.
©2013 Cengage
Learning Asia Pte
Ltd.
VIII. ADVERTISING Identify advertising Lecture Information Laptop Go, Josiah, and Quiz/Test 6 hrs.
STRATEGY objectives and advertising Inquiry Go, Chiqui.
 Advertising Objectives mix Class LCD Fundamentals of Caselet
 Advertising Mix Discussion Note Taking Projector Marketing, 2nd Ed.
 Positioning Discuss positioning, copy Philippines, © Group
 Copy Strategy strategy, and media plan Collaborativ Searching Reference 2011 Josiah and Presentation
 Media Plan e learning the Web Book Carolina Go
 Advertising Budget Explain how to budget Foundation, Inc.
advertising, account and Multimedia Brain Case Report
 Accountable Advertising
test Instruction Storming Medina, Roberto,
and Testing
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Principles of
Small Group Marketing,
Projects/ Revised Edition. ©
Assignments 2015 Rex Book
Store, Inc.
Case Study/
Discussion
Boone, Louis &
Method
Kurtz, David.
Principles of
Class
Marketing,
Presentation
Philippine Edition.
©2013 Cengage
Learning Asia Pte
Ltd.
IX. SALES PROMOTION Identify promotion mix Lecture Information Laptop Go, Josiah, and Quiz/Test 4 hrs.
STRATEGY and sales promotion Inquiry Go, Chiqui.
 Promotion Mix characteristics Class LCD Fundamentals of Caselet
 Sales Promotions Discussion Note Taking Projector Marketing, 2nd Ed.
Characteristics Compare price vs Philippines, © Group
 Price vs. Promotions promotion strategy Collaborativ Searching Reference 2011 Josiah and Presentation
Strategy e learning the Web Book Carolina Go
 Sales Promotion Plan and Explain sales promotion Foundation, Inc.
its Limitations plan and its limitations Multimedia Brain Case Report
 Sales Promotions Instruction Storming Medina, Roberto,
Evaluation Discuss how to evaluate Principles of
sales promotion Case Study/ Small Group Marketing,
Discussion Projects/ Revised Edition. ©
Method Assignments 2015 Rex Book
Store, Inc.
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Boone, Louis &

Kurtz, David.
Principles of
Marketing,
Philippine Edition.
©2013 Cengage
Learning Asia Pte
Ltd.
X. PUTTING IT ALL Create a Marketing Plan Information Laptop Go, Josiah, and Paper and 18 hrs.
TOGETHER Lecture Inquiry LCD Go, Chiqui. Oral
 Marketing Plan Projector Fundamentals of Presentation
Class Note Taking Reference Marketing, 2nd Ed.
Discussion Book Philippines, ©
Searching 2011 Josiah and
Collaborativ the Web Carolina Go
e learning Foundation, Inc.
Brains
Multimedia Storming Medina, Roberto,
Instruction Principles of
Small Group Marketing,
Projects/ Revised Edition. ©
Student Assignments 2015 Rex Book
Presentation Store, Inc.

Boone, Louis &

Kurtz, David.
Principles of
Marketing,
Philippine Edition.
©2013 Cengage
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Learning Asia Pte

Ltd.

XI. Criteria for Grading:

Midterm Grade

40% Class Standing

5% - Assignment (Including Research Output)
20% - Oral Examination
15% - Output (projects, portfolio, and others)
20% Quizzes
40% Written Examination
100% Total
Note: Total Final Grade
30 % Midterm Grade
70% Final Grade
XII. Rubrics: See attached Criteria

XIII. Other Requirements:

1. Attendance during class

2. Class participation and involvement in activities
3. Class/group presentation
4. Caselet
5. Marketing Plan
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XIV. Policies

1. Maximum of 3 absences is given to the student, then referral to the OSA office.
2. Students who are late of more than 15 minutes are not allowed to enter the class.
3. A prescribe uniform of the university should be strictly followed. Student who are not in complete uniform are marked absent and not allowed to attend
classes.
4. Students who cannot deliver presentation on the scheduled period are not allowed to present any more unless there is a valid reason and will be given a
grade of 70 in his reporting. Power point presentation is strictly recommended.
5. Requirements should be submitted 1 week before the final examination. Failure to submit on the schedule, will have a deduction on his grades of the
projects.

XV. Consultation: The students are encouraged to regularly seek advice to the course facilitator based on the consultation time of the faculty. The students can set
appointment every MW at 9:00-10:00 am and 4:00-5:00 pm, and F at 7:30-11:30 am.

XVI. Remarks: This syllabus is flexible and may include additional topics and activities deemed necessary by the faculty.

Prepared by:

VALERIE ANN B. BALLOS, MBA

Course Facilitator

Noted: Recommending Approval:

MARIA SHEILA D. SIMON, EdD MARVIELIN E. DOCE, CPA, MBA

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Quality Assurance Chair Program Chair

Approved:

MA. DOROTHEE J. VILLARRUZ, MPA, EdD

Dean