Republic of the Philippines

BATANGAS STATE UNIVERSITY

Gov. Pablo Borbon Campus I
Rizal Avenue, Batangas City

COLLEGE OF ACCOUNTANCY, BUSINESS, ECONOMICS

AND INTERNATIONAL HOSPITALITY MANAGEMENT
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ACCOUNTANCY DEPARTMENT

COURSE SPECIFICATIONS
Course Title: PRINCIPLES OF MARKETING
Course Code: MKT 101 Instructor: Michael C. Lagaya
Prerequisites: Email Address:
michaellagaya@yahoo.com
Credit: 3 units Contact No.: 0925.523.5465
Number of Hours: 54 hours Class Schedule:
Term: Academic Year 2016-2017 Consultation Hours:
First Semester

VISION
A globally recognized institution of higher learning that develops competent and morally
upright citizens who are active participants in nation building and responsive to the
challenges of 21st century

MISSION

Batangas State University is committed to the holistic development of productive

citizens by providing a conducive learning environment for the generation,
dissemination and utilization of knowledge through innovative education,
multidisciplinary research collaborations, and community partnership that would nurture
the spirit of nationhood and help fuel national economy for sustainable development.

CORE VALUES

Faith
Patriotism
Human Dignity
Integrity
Mutual Respect
Excellence

CABEIHM Goals

The College of Accountancy, Business, Economics and International Hospitality

Management aims to provide quality education to prepare students for a wide range of
careers in accountancy, business, hotel and restaurant management, tourism
management, customs and public administration, aspire for continuing education,
enhance competencies and hone their leadership skills to enable them to participate
actively in the global market through high quality instruction, research, extension and
production which serve as fertile ground for the internalization of values that uplift self,
society and the environment.

PHILOSOPHY

Marketing plays a very significant role in every business. It creates and designs
tactics and strategies on how to attain Customer Satisfaction and eventually the latest
concept which is Customer Delight through the marketing mix. This course is designed
to familiarize the students with the principles and practices in marketing of products and
services and understanding the essential role of marketing in relation to the attainment
of the organizational objectives and goals.

AUDIENCE

The course is intended for third year university students enrolled in BS

Accountancy programs.

PROGRAM EXPECTED OUTCOMES

1. Have acquired and developed professional competence required in local and off-
shore and development as staff or supervisor in accounting, auditing, consulting, tax
and other related works both in local and international industry.

2. Have engaged in the practice of the accountancy profession in any of the four
sectors: education, public practice, government and commerce and industry.

3. Conducted himself in a respectable manner that upholds the honor, dignity and
integrity of accountancy profession by adhering to the code of professional ethics,

4. Have actively involved/active involvement in community service towards the

improvement and development of the society.

STUDENT OUTCOMES

Graduates should be able to:

SO1. Apply organizational and business knowledge in the performance of their job
assignments
SO2. Apply critical thinking skills in problem solving and decision making
SO3. Demonstrate proficiency in the international financial reporting, auditing
standards and management accounting
SO4. Communicate effectively both oral and written form
SO5. Conduct and apply feasibility study and research

INTENDED LEARNING OUTCOMES

At the end of this course, the student will be able to:

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 ILO 1. Learn and apply the core marketing concepts for whatever products, goods
and services.

ILO 2. Describe in detail the marketing mix decisions and strategies.

ILO 3. Develop the necessary marketing strategies and tactics for a particular
product or service.

Mapping Intended Learning Outcomes (ILOs) and Student Outcomes (SOs)

SO 1 SO 2 SO 3 SO 4 SO 5

ILO 1
ILO 2
ILO 3

SPECIFIC OBJECTIVES
(with Mapping Specific Objectives and Intended Learning Outcomes)

After completing each topic, students will be able to:

Objectives per Topic ILO 1 ILO 2 ILO 3

Marketing: An Introduction
Demonstrate a clear understanding of the
Strategic 3Cs Concept of Marketing
Discuss the different marketing terms
Evaluate the Standards of Judging Marketing
Effectiveness
Understand the Market Orientation
Market Segmentation
Know the meaning and concept of Market
Segmentation
Demonstrate clear understanding of the
Marketing Management Process
Understand the characteristics of a Qualified
Customer
Marketing Mix: The 4Ps of Marketing
Understand the Marketing Mix and each
function.
Demonstrate clear understanding of the
factors that affects consumer behavior.
Describe the importance of marketing plan
Product Strategy: Product
Discuss the types and levels of Product
Know the concept of ISO
Understand the concept of New Product
Development
Discuss the Product Life Cycle
Product Strategy: Branding
Discuss the meaning of Brand
Understand why do Brand Exist
Identify the criteria for choosing a brand
name

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 Describe the Brand Concept Management
Product Strategy: Packaging
Discuss the concept of packaging.
Identify criteria for choosing packaging
materials
Understand the Label Development Process
Product Strategy: Managing Product Lines
Demonstrate clear understanding of
frameworks for managing product lines.
Product Strategy: Green Marketing
Describe Green Marketing
Enumerate the environmental threats
Identify the Action Plan to prevent
Environmental threats
Customer Service Strategy
Understand the Customer Service Strategy
Apply concepts in Dealing with Customer
Complaints
Pricing Strategy
Define the Price
Understand the Functions of Price
Apply the common terms on International
Pricing
Emphasize the reasons for Price
Adjustments
Distribution Strategy and the Strategic Selling
Cycle
Understand the Distribution Strategy and the
Strategic Selling Cycle.
Evaluate the Distribution Channels
Discuss the Global and Regional Market
Advertising Strategy
Discuss the Advertising Strategy
Understand the Advertising Objectives
Identify the factors to consider in Advertising
Budget
Sales Promotion
Demonstrate clear understanding of Sales
Promotion Strategy
Evaluate the Sales Promotion Plan
Understand the Sales Promotion Evaluation

TEACHING LEARNING STRATEGIES AND ASSESSMENT METHODS

1. LECTURE. Lecture method shall be the primary teaching strategy to be

considered in the class. The class shall be provided learning modules for the
semester. Lecture shall be done through the aid of classroom smart televisions,
projectors and video presentations. Computer-aided instruction shall likewise be
utilized to develop the students abilities in the use of IT.

2. BRAINSTORMING. In order to come up with brilliant Big Idea in marketing, the

students will undergo brainstorming wherein the ideas will be generated and
evenetually be screened in order to meet the expected output.

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3. FILM/TVC VIEWING. The instructor will show national and international
especially Cannes Lions finalists Television Commercials (TVC) in order to be
oriented on the latest trends and scrutinize the different strategies of advertising
agencies and marketing companies in creating an impactful TVC for a particular
product.

4. PEER TEACHING / COOPERATIVE LEARNING. Students who work in groups

perform better on tests, particularly in regard to reasoning and critical thinking
skills (Lord, 2001). Having students work with each other is an effective
methodology because it forces students to be active learners and to talk through
course concepts in their own words. The faculty shall encourage tutorials and
think-pair-share. To evaluate the performance of students in cooperative
learning, each member shall be evaluating other members.

5. CASE STUDY METHOD. Providing an opportunity for students to apply what

they learn in the classroom to real-life experiences has proven to be an effective
way of both disseminating and integrating knowledge. The case method is an
instructional strategy that engages students in active discussion about issues
and problems inherent in practical application. It can highlight fundamental
dilemmas or critical issues and provide a format for role playing ambiguous or
controversial scenarios. Every time that there will a case study, the format will be
as follows:

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 RUBRIC FOR CASE PRESENTATION

6. GROUP/INDIVIDUAL REPORTING. The strategy will help the students to

enhance their presentation skill. It is an avenue for the students to learn how to
presents the assigned topics which they can use in the real world of being
Management Practitioner.
Note: The class will be divided into groups. Each group will be assigned a
topic that will run for an hour the remaining time will be used by the
instructor to ask some questions regarding such topics. Presentation and
visual aids that will be used may depend upon to the groups creativity.
Lastly, each group is required to submit a written report.

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 RUBRIC FOR GROUP/ INDIVIDUAL REPORTING

RUBRIC FOR ASSESSING WRITTEN REPORT

7. GROUP/INDIVIDUAL PROJECT. It is an inquiry based strategy in which

students will conduct research and interview business establishments about the
organizational practices in line with the organizational behavior. The written work
will encourage students to engage in such related activities as discussion,
brainstorming, planning, writing drafts, revising, redrafting, editing and publishing
a polished product.

RUBRIC FOR ASSESSING GROUP/INDIVIDUAL PROJECTS

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 RUBRIC FOR ASSESSING RESEARCH OUTPUT

8. SEMINARS / TRAINING / WORKSHOPS / SIMULATIONS. Students are highly

encouraged to attend seminars which will further improve their knowledge and
understanding of the subject. It will be the perfect medium to bridge the gap
between theories and practices. The best workshop outputs shall be utilized by
the class and shall likewise be simulated in a day-long team building activity.
Through a series of planned team bonding events that are fun and motivational,
teams build skills like communication, planning, problem-solving and conflict
resolution. A reaction paper will be submitted to the instructor about the
learnings, the strengths and the areas of improvement of the activity.

9. PERFORMANCE ACTIVITIES. The class will be divided into groups to make a

TVC for BS Accountancy. Appropriate marketing strageties will be applied. The
students will have a TVC as guided by the TVC rubric as presented below.

The BSA Television Commercial (TVC) Rubric

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 10. PORTFOLIO. The students will compile the latest trends in the marketing world.
This will make the students become aware of the updated strategies and tactics
in marketing.

Assessment Methods

The following are the assessment tools that correspond to the teaching and learning
strategies described above:

Paper-and-pencil Test or Examination This is a written test, quiz or

examination that will be used to assess students learning from lecture,
discussion, problem-solving, induction and deduction.
Recitation This is an oral test or examination that corresponds to discussion,
question-and-answer, induction and deduction.

Individual Seatwork, Take Home Activities, Boardwork and Library

Research Work These are also written works or requirements for the
assessment of students learning from lecture, discussion, and problem-solving.

Group Seatwork/Homework This assessment activity corresponds lecture,

discussion, problem-solving and cooperative learning.

Mapping Teaching and Learning Strategies, Assessment Methods and Intended

Learning Outcomes

Teaching and Assessment Methods ILO 1 ILO 2 ILO 3

Learning
Strategies
Lecture Paper-and-pencil Test or
Examination
Individual Seatwork, Homework,
Board work and Library
Research work
Group Seatwork/Homework
Discussion Paper-and-pencil Test or
Examination
Recitation
Individual Seatwork, Homework,
Board work and Library
Research work
Group Seatwork/Homework
Question-and- Recitation
Answer Method
Problem Solving Paper-and-pencil Test or
Method Examination
Individual Seatwork, Homework,
Board work and Library
Research work
Group Seatwork/Homework
Inductive Method Paper-and-pencil Test or
Examination
Recitation
Deductive Method Paper-and-pencil Test or
Examination
Recitation

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Cooperative Group Seatwork/Homework
Learning
Case Study Individual Seatwork, Homework,
Method Board work and Library
Research work
Group Seatwork/Homework
Marketing Marketing Exposure Trips
Conference Marketing Conferences
Attendance

COURSE REQUIREMENTS

1. Quizzes and Recitations

Quizzes and recitations may be announced or unannounced but all of these will
be graded. It may be given at the start, at the middle or at the end of a particular topic.

2. Marketing Filler

Most of the requirements and other take home activities should be written or
attached in the blue regular sized plastic covered marketing filler. This will also serve as
the marketing quiz notebook. Every term, every student should have a reliable and
accurate marketing trivia written in his filler consisting of 1) trivia 2) complete URL
address or reference and 3) prepared date.

3. Group Reports on an Assigned Topic

Students will be given particular chapters for group presentation. Criteria for
presentation will be clarified before topic assignment. The presenters should be present
in their corporate attire and observe the English-Only-Policy (EOP).

4. Group Activities

In preparation for the Final Exam, a group activity which is a TVC for any
preferred product will be prepared and be shown in class. They will be given the of
choosing their preferred product, the time duration and the language. The same rubric
will be used for the group activity and the Final Exam.

5. Marketing Seminar/Conference

Students enrolled in this course are required to attend at least one marketing
seminar to be determined by the marketing instructor approved by the College Dean to
supplement classroom learning. If the student cannot attend the seminar, a
corresponding academic equivalent will be required as a substitute.

6. Marketing Competition

This will give students an avenue to showcase the marketing knowledge that
they have learned within the course. It includes brand logo quiz, tagline competition of
the market leaders around the globe in different lines-of-businesses and marketing plan.

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7. Television Commercial (TVC) Making

The class will be divided into six (6) groups. Each group shall be creating a 1
minute (60 seconds) TVC promoting their program (BSA). Marketing strategies and high
level of creativity are needed to create the TVC for the product. This will represent the
Final Examination grade. This has to be submitted on the first week of December 2016.

COURSE POLICIES

The following are the policies or guidelines for the conduct of the course:

GRADING
Grades will be given based on the following structure:
Major Exams (4) 80%
Class Standing
* Quizzes 5%
* Group Presentation 5%
* Take Home Activities 5%
* Group Activities 3%
* Attendance 2% 20%
100%
Final grades will be based on the following scale:

Rating Grade Rating Grade

98-100 1.00 80-82 2.50
94-97 1.25 78-79 2.75
90-93 1.50 75-77 3.00
88-89 1.75 70-74 4.00
85-87 2.00 Below 70 5.00
83-84 2.25 Inc Incomplete

The passing score for examinations and quizzes is 60% of the total possible
score. This is equivalent to 75% when transmuted using the following formula:

Raw Score
Transmuted Grade = 62.5 37.5
Total Possible Score

ATTENDANCE

Each student is expected to come to class regularly and their presence in every
session will be accounted for. Students who have not reported in class the first 15
minutes will be considered absent. Those who arrive in class within the first 15 minutes
will be considered tardy. Three late arrivals in class will be equivalent to one absence.
Absences shall not exceed six times for every three unit subject. Student exceeding
the allowable number of maximum absences before midterm exam shall be dropped
from the class. A student who had been absent must present an admission slip signed
by the CABEIHM guidance counselor if he/she does not want that absence to be
counted in the six allowable absences.

SEATWORK AND TAKE HOME ACTIVITIES

Seat work and take home activities will be given to help students fully understand
the concepts being presented in the class. These shall be submitted in due time and in

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proper format to be told by the instructor/professor upon the giving of seatwork or
homework. Late submission shall mean 20% deduction from the raw score.

Take home activities are to be done individually. There will also be group
seatwork and groupings of which shall be administered by the instructor/professor.

EXAMINATIONS

There will be four (4) major examinations: Prelim, Midterm, Semi Final and Final
Examination. The exam will cover both the assigned readings and materials discussed
in class including the TVC.

Note: In case of failure to take the exam at scheduled date and time, the student will be
given 3 days to take a special major exam provided there is a valid reason.

ACADEMIC INTEGRITY

Each student is expected to be honest with himself/herself and be fair to his/her

fellow students. ANYONE CAUGHT CHEATING WILL AUTOMATICALLY RECEIVE
A GRADE OF 5.00. (Please refer to the Student Code of Conduct)

Other Course Policies:

A. Missed Quizzes/Examinations
No special or make-up examination will be given except for those whose
absence is excused. In case of excused absence, a valid written excuse signed
by the parent/guardian and the dean must be presented to the instructor.

B. Academic Integrity
Each student is expected to be honest with himself/herself and be fair to his/her
fellow students. ANYONE CAUGHT CHEATING WILL AUTOMATICALLY
RECEIVE A GRADE OF 5.00. (Please refer to the Student Code of Conduct).

C. Other Reminders:
Lecture is an integral part of everyday classes. It is very essential for
students to attend everyday classes for their own advantage. During
lectures, they are expected to be responsible in writing down notes.
Assignments are intended to encourage students to undertake advance
readings. They are therefore expected to do their assignments.
STRICTLY NO CELLPHONE USE DURING CLASS HOURS. Students are
required to switch-off their mobile units to avoid class distraction.
Requirements should be submitted on or before the deadline. Late
requirements will no longer be considered unless an early arrangement with
the undersigned is made but a penalty of 5 points for each day of delay will
be deducted.
Students will be given consultation period to discuss any problem they might
have with the course.
Students who do well in this course tend to have the following
characteristics:
1. Devote at least 2-3 hours for each hour of class time.
2. Begin studying for the first exam on the first day of classes and build
steadily on this foundation to avoid cramming.
3. Study for each exam as though it were going to be a detailed essay exam.
This approach work best even for multiple choices.

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 4. Work with the material actively.
5. Work with others and talk with somebody about the course material on a
regular basis. This may seem silly, but it is the single best predictor of
success in the course.
6. Most students who behave in other ways languish in the bottom of the
classhe who snoozes, loses.

ACADEMIC INFRASTRUCTURE

TEXTBOOK

Go, Josiah and Go, Chiqui Escareal, Fundamentals of Marketing, In the Phil.
Setting, 2nd edition (2010)

REFERENCES

1. Go, Josiah, Fundamentals of Marketing, In the Phil. Setting, 2001edition

2. Medina, Roberto, Principles of Marketing, Revised Edition, Rex Bookstore,
Inc.
3. Internet
4. Newspapers, Magazines and Journals of Marketing

Prepared by:

MR. MICHAEL LAGAYA, MBA

Marketing Instructor

Noted by:

MS. MARIA CONCEPCION MANALO, CPA, MBA

Area Chair, Accountancy

DR. BENDALYN M. LANDICHO

Associate Dean, CABEIHM

Approved by:

DR. ELISA S. DIAZ, CPME, CMITP

Dean, CABEIHM

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