Principles Of Marketing Course Outline 3ui21

  HOLY  CROSS  OF  DAVAO  COLLEGE   Sta.  Ana  Avenue,  Davao  City     Bachelor  of  Science  in  Business  istration  (BSBA)   Major:  Marketing  Management     COURSE  OUTLINE     Principles  of  Marketing     I. Course  Number:    Marketing  1         Credit:      3  units     II. Course  Title:    Principles  of  Marketing         Pre-­‐Requisite:      none     III. Course  Description:                      This   course   covers   the   sequence   on   how   marketing   concepts   are   applied   in   companies.   It   deals   with   the   basic  of  marketing;  introduces  and  incorporates  the  different  marketing  philosophy;  presents  concepts  and   tools   for   analyzing   market   and   different   environment;   discusses   the   marketing   management   process   and   presents  different  available  strategies  that  any  company  can  adopt  to  attract  the  Filipino  consumer.     IV. Course  Objectives:     At  the  end  of  the  course,  the  student  should  be  able  to:     1. Discuss  the  current  events  and  practices  of  personnel  &  human  resources  management  towards   the  changing  global  trends  and  emerging  new  world  order  in  the  business  external  and  internal   environment  of  business   2. Categorically  identify  themselves  as  part  of  the  human  resources  in  the  future     3. Familiarize   with   current   concepts   applied   in   personnel   &   human   resources   management   and   internalize  the  concept  to  express  thought  and  ideas       V. Course  Outline                     No.  of  Hours     A.  Definition  of  Marketing:  Core  Concept  of  Marketing              13.5  hours     1. Needs   2. Wants   3. Demand   4. Products  and  Services   5. Value  and  Satisfaction   6.  Exchange,  Transaction,  Relationship   7.  Markets     B. Marketing  Management  Philosophies     1. Production  Concept   2. Product  Concept   3. Selling  Concept   4. Marketing  Concept   5. Societal  Concept    

      C. Marketing  Environment               1. Microenvironment   a. 2  Forces/Factors  of  Marketing  Environment   b. Microenvironment  Forces   2.  Macroenvironment   a. Company’s  Macroenvironment  Forces                               D.  Consumer  Market  and  Consumer  Buyer  Behavior  

 

 

   13.5  hours  

 

 

No.  of  Hours  

 

 

   13.5  hours  

 

 

   13.5  hours  

  1.  Characteristics  Affecting  Consumer  Behavior   a. Definition  of  Consumer  Behavior  and  Consumer  Market   b. Factors  Influencing  Consumer  Behavior   b.1.  Cultural   b.2.  Social   b.3.  Personal   b.4.  Psychological   2.  Types  of  Buying  Decision  Process   3.  Buyer  Decision  Process     E. Market  Segmentation,  Targeting,  and  Market  Positioning       1. Market  Segmentation   a. Market  Segmentation   b. Level  of  Market  Segmentation   c. Ways  in  Segmenting  the  Market   d. Market  Targeting   e. Market  Positioning   2. Price               a. Factors  to  Consider  in  Setting  Prices   b. Internal  Factors  Affecting  Pricing  Decisions   c. External  Factors  Affecting  Pricing  Decision   d. General  Pricing  Approaches   e. Pricing  Strategies   f. Product  Mix  Pricing  Strategies   g. Price  Changes   3.  Promotion   a. Communication  Process   b. Steps  in  Developing  Effective  Communication   c. Nature  of  Promotional  Tool   d. Factors  in  Setting  the  Promotion  Mix   4.  Place   a. The  Nature  of  Marketing  Channels   b. Channel  Design  Decisions    

  c. d. e. f. g. h. VI.  

Channel  Behavior  &  Organization   Channel  Behavior   Analyzing  Consumer  Service  Needs   Setting  the  Channel  Objectives  and  Constraints   Economic  Criteria   Channel  Management  Decisions    

References     A. Bibliography     a. Books     Etzel,  Michael  and  et.al.  (2007)  Marketing  14th  edition.  McGraw-­‐Hill  Irwin  New  York     Kotler  and  et.al.  (2008)  Principles  of  Marketing  A  Global  Perspective,  Pearson  Education  South  Asia   Pte.  Ltd.  Singapore     Kotler,  Philip  and  Armstrong  Garry  (2012)  Principles  of  Marketing.  Global  Edition,  Singapore     Kotler,  Philip  and  et.al.  (2009)  Marketing  Management:  An  Asian  Perspective,  Pearson  Education   South  Asia  Pte.  Ltd,  Singapore     Kotler,  Philip  and  Keller  Kevin  Lane  (2009)  Marketing  Management  13th  edition,  Pearson  Education,   Inc.  Singapore     Kotler,  Philip  et.al  (2006).  Principles  of  Marketing:  an  Asian  Perspective.  7th  edition.  New  Jersey:   Prentice  Hall  Inc.     Kotler,   Philip   et.al   (2010).   Principles   of   Marketing:   Global   Perspective.   13th   edition.   Pearson,   Prentice  Hall  Inc.     Marshall,  Greg  W.  and  Johnston  Mark  W.  (2010)  Marketing  Management.  McGraw-­‐Hill  Education,   New  York     Mullins,  John  W.  and  et.al.  (2008)  Marketing  Management:  6th  Edition  A  Strategic  Decision  Making   Approach.  Mc-­‐Graw  Hill  Irwin,  New  York     b. Unpublished  Documents     Ates,  Luzviminda.  (2010)  et.  al.  Worktext  in  the  Fundaments  of  Marketing  

  B. Webliography     http://www.consumerpsychologist.com/,  retrieved  March  2011.     http://en.wikipedia.org/wiki/buyer_decision_processes,  retrieved  March  2011     VII.  

Course  Requirements   A. Observation  reports  on  consumer  behavior.  

 

    VIII.  

Grading  System   Midterm  Grade           Tentative  Final  Grade     Prelim  Examination     25%     Semi-­‐final  Examination   25%   Midterm  Examination     25%     Final  Examination     25%   Class  Standing       50%     Class  Standing       50%   Total                                100%     Total                                100%                                Midterm  Grade  +  Tentative  Final  Grade   Final  Grade   =                 2