You are on page 1of 13


Sta. Filomena, Dipolog City

Course Code MARKETING 1
Course Credit 3 units


COURSE DESCRIPTION: The purpose of this course is to introduce the student to the marketing of goods and services in a global economy. This is a survey course
designed to familiarize you with most of the activities and strategies employed by marketers. The student will acquire a conceptual base for understanding the role of
marketing in a business environment. The course will explore the major components of the marketing mix, including pricing, product, distribution, advertising, sales retailing
and wholesaling. Other elements of the marketing plan will be studied so that the student gains an understanding of the critical role marketing plays in the firm.


By the end of their four-year stay at DMC, students should be able to:

1. Manifest academic excellence through their globally-competitive skills and desirable work ethics.
2. Exemplify the qualities of a graduate who achieves optimum integral human development.
3. Exhibit leadership by developing socially-oriented programs for disadvantaged communities to promote social justice, equity and transformation leading to self-
4. Apply their acquired technology-based skills to their chosen field of practice.
5. Demonstrate excellence as active partners in nation-building through research and innovation.
6. Advocate nationalism through athletics, culture and the arts.


1. Recognizing and communicating professional limitations or other constraints that would preclude responsible judgment or successful performance of an activity 3. Evaluate and design an appropriate computer based information systems in organizations such as financial accounting system.f. Employ technology as a business tool in capturing financial and non-financial information. Prepare individual and corporate income tax returns and basic tax planning in compliance with relevant legislations and regulations.c. government and not-for-profit organizations. Record financial transactions in compliance with generally accepted accounting standards for sole proprietorships. 2. 2. 2. preparing reports and making decisions. PROGRAM-LEVEL STUDENT LEARNING OUTCOMES: 1.d. partnerships. 1. 1. taxation and accounting research. auditing. partnerships. 1 SYLLABUS DMCCF – SBA – BS Accountancy/BS Accounting Technology/BSBA 1. 3. payroll system and executive information system . Recognizing and refraining from either actively or passively subverting the attainment of the organization's legitimate and ethical objectives. Design and implement a management control and performance system.h.g. accounting information systems. government and not-for-profit organizations. Record financial transactions in compliance with generally accepted accounting standards for sole proprietorships. corporations. 1. performance management and monitoring system. 1.e.b. corporations. cost accounting and management. Communicate effectively the results of financial analysis. Demonstrate working knowledge in the areas of financial accounting and reporting.a.b. Perform cost-benefit analysis for management decisions. management accounting. 1. 1. Perform independent audit of financial statements and prepare audit reports and other reports to management. Appraise ethical problems / issues in practical business and accounting situations and recommend appropriate course of action that adheres to the professional code of ethics. Prepare general-purpose financial reports in accordance with generally accepted accounting standards.a.ECON.

personal selling. 1 SYLLABUS DMCCF – SBA – BS Accountancy/BS Accounting Technology/BSBA COURSE-LEVEL STUDENT LEARNING OUTCOMES: Upon completion of this course students should be able to: • Recognize the role of marketing within the firm’s decision-making process. family. • Demonstrate an understanding of the processes for analyzing. the students are able to: Graduate Attribute God Fearing Manifest the spirit of Faith by internalizing and applying the principles of oneness. Knowledgeable Inculcate the significance of various learning processes towards attainment of goals to become productive graduate and effective business administrators or marketing managers. • Express an understanding of the process of product development. public relations. Enhance and develop the learner’s potentials by applying the acquired skills and knowledge in achieving the goals of daily undertakings. ECON. community and the country which are among the significant values of a good business administrator or marketing manager. Socially Strengthen awareness on the significance of social gatherings. • Develop an awareness of social. • Explain the role of pricing in the firm’s decision-making process and common pricing practices. and brand management. and confrontations to be able to develop acceptance of certain Responsible responsibilities towards enhancement of public relation with the community they served. • Describe different promotional tactics (advertising. meetings. and targeting customers in both consumer and business markets. Expected DMCian Graduate Attribute Rubrics . segmenting. and sales promotion). • Identify common models of distribution and retailing. brand positioning. Expected DMCian Identify Desired Result: By the end of the program. Multi. and international issues in marketing. talented/Versatile Committed to Serve Internalize the essence of service to oneself. II. ethical. peace and prosperity through Gospel teachings in any circumstances regardless of beliefs. direct marketing.

III. ECON. (Committed to Serve) Committed to service for Has displayed high level Performed tasks related to Punctuality does not exist. circumstances. difficulties. practically not visible. and honesty. sincerity. group performed their hesitant. sincerity values of the college. opinions Incapable of carrying tasks performance and even methods that are and ideas when confronted as expected due to limited beyond expectations. attainment of the assigned due to its physical excellent individual’s tasks. and poor and lacks of self- and security of every observance of Public services to all concerned confidence in delivering DMCian. beneficial and for the with challenging initiatives. dedication Public Community irregular appearances performing responsibilities and service for the safety Services with the occurred. (Knowledgeable) Innovative The performance of the The duties and functions Some members displayed Displayed no interest in assigned tasks was were performed with interest towards the the performance of tasks genuinely based on strategies and techniques. 1 SYLLABUS DMCCF – SBA – BS Accountancy/BS Accounting Technology/BSBA Excellent (4) Proficient (3) Adequate (2) Limited (1) Score (Socially Responsible) Obedient All group participants were Almost all members of the Some members of the All members were active and performed the group were participative. Perceptive Performed the tasks Interpretations of the tasks Reflections and opinions The group performance of creatively. initiative. welfare of all concerned. critically objectives were based on are somehow based on the assigned tasks were coupled with honesty and the set principles and the courtesy and respect. Strategic Displays high level of Capable of establishing Lacks the skills. social responsibility. acceptance of the tasks. are visible. disagreeable and tasks with genuine responsive and showed tasks without punctuality disobedient. Relation principles. . Total avoidance of the welfare of DMCians commitment.

students are . the class record.ECON. Topics.) describe the importance of marketing each topic. Time Student Learning Outcomes Assessment Strategies Outcomes-Based Allotment (SLO) (AS) Assessment/Results/Evidence (OBARE) PRELIMINIARY COVERAGE MODULE 1 : 4 Hours Chapter 1. Why Study Marketing 1.AN OVERVIEW OF Students are expected to: MARKETING Read. explain and give example/s 20 item-quiz. Scores are recorded in 1. MODULE 2 : 4 Hours At the end of the Module. What is Marketing in business organizaions. 3. 2. The Marketing Variables factors tha affect the marketing activities of a firm. 1 SYLLABUS DMCCF – SBA – BS Accountancy/BS Accounting Technology/BSBA GRADING SYSTEM Preliminary Grade (PG) Midterm Grade (MG) Pre-final Grade (PFG)/ Finals Grade (FG) Semestral Final Grade (FG) PRELIM EXAM 40% MIDTERM EXAM 40% PREFINAL EXAM 40% FINA EXAM 40% PG 25% QUIZZES 25% QUIZZES 25% QUIZZES 25% QUIZZES 25% MG 25% ORAL RECITATION/ ORAL RECITATION/ ORAL RECITATION/ ORAL RECITATION/ PFG 25% REPORTING/ REPORTING/ REPORTING/ REPORTING/ FG 25% REQUIREMENTS 25% REQUIREMENTS 25% REQUIREMENTS 25% REQUIREMENTS 25% FG 100% ATTENDANCE 10% ATTENDANCE 10% ATTENDANCE 10% ATTENDANCE 10% 100% 100% 100% 100% Course Objectives.) understand the internal and external 4. The Marketing Concept 2.

Scores are recorded in Characteristics organizational buying process and the each topic. Influences of Organizational Buyer At the end of the Module.identify the stages of the buying process. Read.) understand the importance of market 2. 3.know the factors that affect the Customer Buying Behavior MODULE 3 : 4 Hours At the end of the Module. students are expected to. 2.ECON.) identify the participants in the Read. Factors Affecting Consumer Buying marketer. Behavior 2. identify the factors that is need to be 4. The Purchase Decision Process consumer behaviour knowledge to the 2. The Process of Segmenting Markets considered in targeting a market . What is a Market 2. the class record. 4. explain and give example/s 20 item-quiz. students are MODULE 4 : 4 Hours expected to. 1 SYLLABUS DMCCF – SBA – BS Accountancy/BS Accounting Technology/BSBA Objectives: expected to. Types of Market segmentation in the marketing process. Chapter 2. Marketing Segmentation 3.) identify the classification of 1. Organizational Buying and Its 2. Chapter 4.) understand the process of market AND TARGETING segmentation. 3. Chapter 3. understand the factors that influence Process the organizational buying behaviour. Participants in Organizational Buying 3.MARKET SEGMENTATION 1. understand the importance of 1. Kind of Buying Process role of each participant. 1. What are Organizational Markets Organizational Market.THE BUYING BEHAVIOR OF ORGANIZATIONAL MARKETS 1. and 3. 5.CONSUMER BEHAVIOR 1. Group Report. explain and give example/s each topic.

) identify the factors that concern the 2. 1. Chapter 5. students are expected to.MARKETING RESEARCH AND INFORMATION SYSTEMS 1. Defining Information Needs marketing research.ECON. identify the steps to be considered in 4. students are expected to.. 5.) understand the importance of marketing research. 1 SYLLABUS DMCCF – SBA – BS Accountancy/BS Accounting Technology/BSBA 5. 3. Classification of Products 2. Segmentation 6. Labeling 4. 6.. Branding purposes.) understand what is branding and its 3.Selecting Target Markets MIDTERM COVERAGE MODULE 5 : 4 Hours At the end of the Module. Chapter – THE PRODUCT 1. Information Analysis conducting a marketing research.. 2.) understand what is a product and its 1. Requirement for Effective . understand what is packaging and the 5. Packaging reasons of packaging a product. Branding Strategies 3. 4. Developing Information 3. What is Information System 2. Distributing Information MODULE 6 : 4 Hours At the end of the Module. What is a Product different forms. identify the different stages of a product .

MARKETING CHANNELS 1. 2.. Product Life Cycle MODULE 7 : 4 Hours At the end of the Module. 8. 6. Pricing Objectives 3. Pricing Under Various Market Conditions MODULE 8 : 4 Hours At the end of the Module..) understand what is price and its 1. 3. students are expected to. Pricing Approaches strategies . Pricing Defined 2. Price Adaptation Strategies 7. Product Warranty life cycle. The Channel Selection Process marketing channel selection.THE PRICE 1. understand factors that influences 4. . 1 SYLLABUS DMCCF – SBA – BS Accountancy/BS Accounting Technology/BSBA 7. Marketing Channels 2. Selecting a Marketing Channel 3. 3.) understand the pricing procedures. The Pricing Procedure and the different price adaptation 5. Chapter 8. Chapter 7. understand the approaches to pricing 4. Types of Marketing Channels procedures.) understand the importance of 1.) understand the marketing channel 2. students are expected to. The Meaning of Price objectives. The Nature and Functions of marketing channels to marketing.ECON.

Elements of an Efficient Physical 2. 6. Chapter 9. 2.) identify the objectives of physical Distribution distribution. Factors that Influence Channel 4. students are MODULE 10 : 3 Hours expected to. 3.) learn the differences between retailing 1. What is Physical Distribution considered a very important marketing 2.RETAILING AND 1. 2.PHYSICAL DISTRIBUTION 1. understand the types and functions of . Objectives of physical Distribution activity.) understand the importance of retailing WHOLESALING and wholesaling to marketing. Distribution Strategies SEMI-FINALS COVERAGE MODULE 9 : 4 Hours At the end of the Module. Functions of Retailing 3. At the end of the Module.. identify the different distribution Selection strategies. students are expected to. What is Retailing and wholesaling. 1 SYLLABUS DMCCF – SBA – BS Accountancy/BS Accounting Technology/BSBA 5. Chapter 10.) understand why physical distribution is 1. 3.) understand how to manage properly the physical distribution.ECON.

Types of Advertising Media 3. Types of Wholesaler MODULE 11 : 4 Hours At the end of the Module. 1. Advantages and Disadvantages of 3. students are expected to. students are RELATIONS AND SALES PROMOTION expected to. 4. Sales Promotion disadvantages.) identify the duties and responsibilities Salespeople of the sales person.ECON. 1 SYLLABUS DMCCF – SBA – BS Accountancy/BS Accounting Technology/BSBA 3. Types of Retailers retailers and wholesalers.) understand the importance of 2.) understand the importance of personal 1. Types of Advertisements firm. Chapter 11. 4.) understand the advantages and Personal Selling disadvantages of personal selling.ADVERSTISING. What is Wholesaling 5. Functions of Wholesaler 6.)understand how to properly manage 5. .PERSONAL SELLING 1. What is Personal Selling selling as a marketing activity. What is Advertising 1.) identify the types of advertising media 5. Factors to Determine Advertisability advertising in the success of a business 3. PUBLIC At the end of the Module. Types of Salespersons 5. 4. Management of the sales force MODULE 12 : 4 Hours Chapter 12. 2. Duties and Responsibilities of 4. 6.) understand what is public relations. Public Relations and each respective advantages and 6. 4. 3. The Selling Process the sale force.

Nature and Characteristics of 1.) identify what are the Non-Business Process Orgaizations. Chapter 14. understand the importance of Business marketing in the Non-Business 4.) understand what is service and its Services characteristics. What are Non-Business Organizations. Markets of Non-Business Organization ] MODULE 14 : 4 Hours At the end of the Module. Types of Service Production 2. 1 SYLLABUS DMCCF – SBA – BS Accountancy/BS Accounting Technology/BSBA 5.. students are expected to. AND NON-BUSINESS MARKETING 1.INTERNATIONAL . FINALS COVERAGE MODULE 13 : 4 Hours At the end of the Module. 2. students are Chapter 13.SERVICES MARKETING expected to.)understand the importance of sales promotion and its differences to advertising. 3.ECON. Organizations 5. Importance of Marketing in Service 3.

Chapter 15.) identify the factors need to be 2. students are expected to. Steps in Analyzing International Markets MODULE 15: 4 Hours At the end of the Module.) understand what is international marketing and it’s dimensions.) Understand the relationship between . Ways of Entering Foreign Markets 3. What is Marketing Control and its content.MARKETING AND SOCIETY 1. 1 SYLLABUS DMCCF – SBA – BS Accountancy/BS Accounting Technology/BSBA MARKETING 1. What is Planning planning process. understand what is a marketing plan 4. Planing 2. International Markets 5. Defining the Attractive Foreign Market 7. Approaches to Marketing Control MODULE 16: 4 Hours At the end of the Module.ECON.. Identifying Opportunities in international markets.MARKETING PLANNING AND CONTROL 1. The Importance of Marketing planning and control in marketing . 1. students are expected to. What is International Marketing 2. Chapter 16. 5.. 3. Marketing Planning 3. Factors to Consider in Entering Foreign Markets 6.) identify the phases that constitute the 2. understand the process in analyzing 4. Why Firms Engage in International considered in engaging to international Marketing marketing. 3.) Understand the importance of 1. The Goals of Society 1.

Attendance is counted upon the first day of regular classes regardless of the date of the student’s enrollment. A student is considered absent. Three late entrances shall be counted as an absence for the purpose of record keeping. Response to Consumerism and Environmentalism IV. 3. A student who has incurred absences of more than twenty (20%) of the required total number of class hours and laboratory periods in a given time shall be considered failed. Environmentalism 6. DINO JOEY CORDOVA INSTRUCTOR OIC. Regular attendance is required of all students.ACADEMIC AFFAIRS/DEAN OF INSTRUCTION . The Concept of Social 2. COURSE POLICIES 1. V. understand the basic consumer rights. REFERENCES: PRINCIPLES OF MARKETING (YOUNG and PAGOSO) PRINCIPLES OF MARKETING (ROBERTO MEDINA) Prepared by: Noted by: Approved: EARL RUSSELL S. BULJATIN. ECON. Social Issues that Affect Marketing business and the society . 4. from class if he/she is not present within the first third fraction of the scheduled class time. 3.DEAN – SBA VP. 1 SYLLABUS DMCCF – SBA – BS Accountancy/BS Accounting Technology/BSBA 2. 4. REB RACHELL-ANN B.) understand the social issues that Responsibility affect marketing. PAULICAN. CPA DR.. 5. Consumerism 3. 2. Tardiness beyond twenty (20) minutes is considered an absence.