De La Salle University-Dasmariñas

Senior High School Division

________________ Department
1st Semester, Term 1 SY 2020-2021
Course Syllabus and Calendar

Course Title PRINCIPLES OF MARKETING

Course Code
Units Earned 4
Prerequisites None
Teacher JAN EARL MARI SALANDANAN
In-campus
Schedule
To be announced

Consultation Hours Consultations can be done using the Schoolbook chat feature within 0800-1700, with a
24-hour response grace time (Monday to Friday)
Schoolbook access
code

Course Description

The course deals with the principles and practices in marketing goods and services in the 21st century bearing in mind the trends and current industry practices in the
Philippines. The course aims to help the students understand the process of creating, distributing, promoting, and pricing goods, services and ideas to facilitate satisfying
exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment. Guided by the core values of
faith, zeal and communion it also focuses on the development of integrated marketing programs that will help grow businesses.

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Learning Calendar

Modality
Learning Schoolbook Mastery Class
Week Topic Competencies
Activities Activities References
Orientation
• Marketing Define and Video Lecture Reverse case study: Books
Principles and understand Marketing in your daily • An overview of Marketing. (2016).
Strategies marketing Articles / Online life In Marketing (18th ed., Ser. 2016, pp. 2-
materials and or third Time: Monday, 10AM 13). Valenzuela: Jo-es Publishing House.
o What is • Principles party videos Platform: Schoolbook • Marketing Principles and Strategies.
marketing and • Goals (2017). In Principles of Marketing (pp. 2-
its traditional • Approaches Short Quiz Synchronous session 28). Quezon City: C & E Publishing.
approaches? Time: Monday, 1PM • Marketing Today and Tomorrow.
1 (Nov 3-6) o Goals of Platform: Schoolbook (2017). In Foundations of Marketing (pp.
marketing 1-23). Quezon City: Abiva Publishing
o Contemporary Online consultation House.
approaches to Time: M-F between 1pm
marketing to 5pm Online References
Platform: MS Teams • Moorman, C., & Kirby, L. (2019).
The CMO Survey: Top Marketing Trends of
the Decade. Marketing News, 53(6), 36–39.
Retrieved from
http://search.ebscohost.com/login.aspx?di

2
 rect=true&AuthType=shib&db=bth&AN=
136724521&site=eds-live
• M. (2020, May 22). Basics of
Marketing: 5 Easy Ways to Get Back to
Fundamentals. MAKE Digital Group.
https://makedigitalgroup.com/2020/05/1
5/marketing-basics/
• Business Planning: Marketing
Basics. (2016, March 26). Dummies.
https://www.dummies.com/business/star
t-a-business/business-plans/business-
planning-marketing-basics/
Gateway Assessment: 60 minutes
3 (Nov 9-13) • Customer • Define Video Lecture Case study: Jollibee x Books
Relationship: “relationship Department of Tourism • An overview of Marketing. (2016). In
Customer Service marketing” Articles / Online Time: Monday, 1PM Marketing (18th ed., Ser. 2016, pp. 14-15).
• Explain the value materials and or third Platform: Schoolbook Valenzuela: Jo-es Publishing House.
of customers party videos • Building Customer Loyalty through
Online consultation Customer Service. (2017). In Principles of
Short Quiz Time: M-F between 1pm Marketing (pp. 33-47). Quezon City: C & E
to 5pm Publishing.
Platform: MS Teams • Market opportunity analysis and
consumer analysis. (2017). In Foundations
of Marketing (pp. 27-38). Quezon City:
Abiva Publishing House.

Online references
• Naidu, S., & Reich, A. (2018). Collective
Action and Customer Service in Retail. ILR
Review, 71(4), 986–1001.

3
 https://doi.org/10.1177/0019793917748
601
• Moorman, C., & Kirby, L. (2019). The
CMO Survey: Top Marketing Trends of the
Decade. Marketing News, 53(6), 36–39.
Retrieved from
http://search.ebscohost.com/login.aspx?di
rect=true&AuthType=shib&db=bth&AN=
136724521&site=eds-live
• M. (2020, May 22). Basics of Marketing: 5
Easy Ways to Get Back to Fundamentals.
MAKE Digital Group.
https://makedigitalgroup.com/2020/05/1
5/marketing-basics/
• Business Planning: Marketing Basics.
(2016, March 26). Dummies.
https://www.dummies.com/business/star
t-a-business/business-plans/business-
planning-marketing-basics/
Gateway Assessment / Integrative Assessment Progress Report: 60 minutes
4 (Nov 16-20) • Market Opportunity • distinguish Video Lecture Case study: Fyre: The Books
Analysis and between strategic greatest party that never • Planning, Implementing, and Evaluating
Consumer Analysis and Articles / Online happened Marketing Strategies. (2016). In
• marketing materials and or third Time: Monday, 10am Marketing (18th ed., Ser. 2016, pp. 18-
1. Strategic • planning in terms party videos Platform: Schoolbook 43). Valenzuela: Jo-es Publishing House.
Marketing of objectives and • The Marketing Environment. (2016). In
versus Tactical processes Short Quiz Synchronous session
Marketing (18th ed., Ser. 2016, pp. 44-
Marketing • analyze the Time: Monday, 1PM
Platform: Schoolbook 66). Valenzuela: Jo-es Publishing House.
elements of
macro- and

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 2. The Marketing • micro- Online consultation • Marketing research and information
Environment environment and Time: M-F between 1pm systems. (2016). In Marketing (18th ed.,
their influence to 5pm Ser. 2016, pp. 65-84). Valenzuela: Jo-es
3. Marketing • to marketing Platform: MS Teams
Publishing House.
Research planning
• Building Customer Loyalty through
• define marketing
4. Consumer and research, its Customer Service. (2017). In Principles
Business Markets • importance to a of Marketing (pp. 33-47). Quezon City: C
business & E Publishing.
enterprise • Market Opportunity Analysis and
• and identify the Consumer Analysis. (2017). In Principles
steps in of Marketing (pp. 51-101). Quezon City:
marketing C & E Publishing.
• research
• Market opportunity analysis and
• differentiate the
consumer analysis. (2017). In
buying behavior
and Foundations of Marketing (pp. 27-60).
• decision making Quezon City: Abiva Publishing House.
of individual/ • Marketing Today and Tomorrow. (2017).
• household In Foundations of Marketing (pp. 1-23).
customer versus Quezon City: Abiva Publishing House.
the
• business Online References
(organizational)
customer • Research and Markets. (4AD 2019).
• identify and Chinese Commercial Vehicle Market
segment market Opportunity Analysis with Forecasts to
for a 2025 - ResearchAndMarkets.com.
• product or Business Wire (English). Retrieved from
service

5
 • select the http://search.ebscohost.com/login.aspx?di
appropriate rect=true&AuthType=shib&db=bwh&A
target market N=bizwire.c88851828&site=eds-live
• segment and its
positioning
Gateway Assessment / Integrative Assessment Progress Report: 60 minutes
5 (Nov 23-27) • Marketing • define a product Video Lecture Case study: A marketing Books
Segmentation, and differentiates program story: Bayad • Target Markets: Segmentation and
Targeting, and • the product, Articles / Online Center Evaluation. (2016). In Marketing (18th
Positioning (STP) services, and materials and or third Time: Monday, 1 pm ed., Ser. 2016, pp. 85-108). Valenzuela:
• Developing the experiences party videos Platform: Schoolbook Jo-es Publishing House.
marketing mix • identify and • Consumer Buying Behavior (2016). In
describe the factors Short Quiz Online consultation Marketing (18th ed., Ser. 2016, pp. 109-
to Time: M-F between 1pm 129). Valenzuela: Jo-es Publishing
• consider when Infographic to 5pm House.
setting prices and Platform: MS Teams
• Business Markets and Buying Behavior
new (2016). In Marketing (18th ed., Ser. 2016,
• product pricing and pp. 130-148). Valenzuela: Jo-es
its general pricing Publishing House.
• approaches • Product Concepts, Branding and
• discuss the Packaging (2016). In Marketing (18th ed.,
structure of Ser. 2016, pp. 148-180). Valenzuela: Jo-
distribution es Publishing House.
• channels, its
• Market opportunity analysis and
functions, and the consumer analysis. (2017). In Principles
nature of Marketing (pp. 91-101). Quezon City:
• of supply chain C & E Publishing.
management
• define and identify
relevant

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 • promotional tools, • Marketing Today and Tomorrow. (2017).
namely, In Foundations of Marketing (pp. 1-23).
advertising, Quezon City: Abiva Publishing House.
• sales promotion,
personal selling, Online References
• public relations, • Adriana Beatriz Madeira, José Augusto
and direct Giesbrecht da Silveira, & Luciano
marketing Augusto Toledo. (2015). Marketing
• to create Segmentation: Your Role for Diversity in
awareness and Dynamical Systems. Gestao.org : Revista
persuade the Eletrônica de Gestão Organizacional, (1),
• target market to 71. Retrieved from
buy the product or http://search.ebscohost.com/login.aspx?di
• patronize the rect=true&AuthType=shib&db=edsdoj&
service AN=edsdoj.b60e4c5ad98a427cbcfc47b8e
c1150b0&site=eds-live
• Dawley, J. (2006). Making Connections.
Marketing Research, 18(2), 16–22.
Retrieved from
http://search.ebscohost.com/login.aspx?di
rect=true&AuthType=shib&db=bth&AN
=21903464&site=eds-live
• Research and Markets. (4AD 2019).
Chinese Commercial Vehicle Market
Opportunity Analysis with Forecasts to
2025 - ResearchAndMarkets.com.
Business Wire (English). Retrieved from
http://search.ebscohost.com/login.aspx?di

7
 rect=true&AuthType=shib&db=bwh&A
N=bizwire.c88851828&site=eds-live

Gateway Assessment / Integrative Assessment Progress Report: Marketing Plan Draft presentation
6 (Nov 30-Dec4) self-care week and student activities
7 ( Dec7-Dec12) • Managing the • explain the Video Lecture Case study: Jollibee: The Books
Marketing Effort relationship Filipino Fast Food • Developing and Managing Products.
(The Marketing between Articles / Online Time: Monday, 9 am (2016). In Marketing (18th ed., Ser. 2016,
Process) • market analysis, materials and or third Platform: Schoolbook pp. 181-195). Valenzuela: Jo-es
planning, party videos Publishing House.
1. Market analysis • implementation, Online consultation Online References
- SWOT Analysis and control Short Quiz Time: M-F between 1pm
• Adriana Beatriz Madeira, José Augusto
• analyze the to 5pm
Giesbrecht da Silveira, & Luciano
2. Marketing company’s Platform: MS Teams
Augusto Toledo. (2015). Marketing
planning situation, Segmentation: Your Role for Diversity in
• markets, and Dynamical Systems. Gestao.org : Revista
3. Marketing environment (the Webinar: Digital
Eletrônica de Gestão Organizacional, (1),
implementation • marketing audit Marketing during the
71. Retrieved from
and SWOT time of the pandemic http://search.ebscohost.com/login.aspx?di
4. Marketing control analysis) Time: Monday, 1 pm rect=true&AuthType=shib&db=edsdoj&
Platform: MS Teams AN=edsdoj.b60e4c5ad98a427cbcfc47b8e
c1150b0&site=eds-live
• Dawley, J. (2006). Making Connections.
Marketing Research, 18(2), 16–22.
Retrieved from
http://search.ebscohost.com/login.aspx?di
rect=true&AuthType=shib&db=bth&AN
=21903464&site=eds-live

8
 • Research and Markets. (4AD 2019).
Chinese Commercial Vehicle Market
Opportunity Analysis with Forecasts to
2025 - ResearchAndMarkets.com.
Business Wire (English). Retrieved from
http://search.ebscohost.com/login.aspx?di
rect=true&AuthType=shib&db=bwh&A
N=bizwire.c88851828&site=eds-live

Gateway Assessment / Integrative Assessment Progress Report: 60 minutes

8 (Dec 14-19) • Presentation of the • integrate the Video Lecture Case study: Paleesi - A Books
Marketing Plan marketing concepts brand stunt • Services Marketing. (2016). In
and techniques Articles / Online Time: Monday, 10am Marketing (18th ed., Ser. 2016, pp.
learned by materials and or third Platform: Schoolbook 196-216). Valenzuela: Jo-es Publishing
preparing a party videos House.
marketing plan Marketing Plan • Marketing Channels. (2016). In
present a mini- Short Quiz Presentation Marketing (18th ed., Ser. 2016, pp.
marketing plan, Synchronous session 216-228). Valenzuela: Jo-es Publishing
orally and in Time: Monday, 1PM House.
writing Platform: Schoolbook • Pricing Concepts. (2016). In Marketing
(18th ed., Ser. 2016, pp. 321-343).
Online consultation Valenzuela: Jo-es Publishing House.
Time: M-F between 1pm • Setting Prices. (2016). In Marketing
to 5pm (18th ed., Ser. 2016, pp. 344-363).
Platform: MS Teams Valenzuela: Jo-es Publishing House.
• Developing the marketing mix. (2017).
In Principles of Marketing (pp. 105-
143). Quezon City: C & E Publishing.

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 • Developing the marketing mix. (2017).
In Foundations of Marketing (pp. 129-
267). Quezon City: Abiva Publishing
House.
Online References
• Umbas Krisnanto. (2014). Marketing
Mix is The Only Variable to Choose
Brands and Quality? International
Research Journal of Business Studies,
(3), 203. Retrieved from
http://search.ebscohost.com/login.asp
x?direct=true&AuthType=shib&db=e
dsdoj&AN=edsdoj.374bb64d4871440
88101eece76f1bcd5&site=eds-live
• Wind, Y., Douglas, S. P., & Perlmutter, H.
V. (1973). Guidelines for Developing
International Marketing Strategies.
Journal of Marketing, 37(2), 14–23.
https://doi.org/10.1177/0022242973
03700205
• Moyer, R. (1968). International Market
Analysis. Journal of Marketing
Research (JMR), 5(4), 353–360.
https://doi.org/10.2307/3150259
Gateway Assessment / Integrative Assessment Progress Report: 60 minutes
Gateway Assessment / Integrative Assessment Progress Report
Oct 26 - Oct 31 self-care week and student activities
Dec 14 -19 Integration Week

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INTEGRATIVE OUTPUT PERFORMANCE STANDARD
• Content - Answers were insightful and well thought of - 70%
• Organization - Content developed includes an introduction and conclusion and is well thought out - 20%
• Presentation – The marketing plan presentation discussed all portions of the paper with sufficient detail - 10%

GRADING SYSTEM

CRITERIA PERCENTAGE
Gateway Assessment 45%
Integrative Output
- Progress Reports (30%) 30%
- Output (70%)
Discourse Assessments 25%
TOTAL 100%

COURSE POLICIES
1. Learners are expected to be diligent, punctual, and responsible in maintaining online access of learning modules in Schoolbook (SB).
2. Learners shall provide up-to-date contact information and ensure open communication lines for consultations and feedback.
3. Learners shall use the authorized school platforms : Office 365 email account, Schoolbook chat or message tools, and updated cp/landline numbers for wired
communication.
4. Learners must be equally responsible for informing the teacher about missed activities or assessments. Failure to coordinate promptly may mean deduction on
the sicre or incurring an incomplete lesson status in SB.
5. All requirements, tasks and assessments must be submitted promptly via DLSU-D Schoolbook or any agreed-upon alternative platform.
6. Late submission of performance tasks and assessments without valid or acceptable reason will automatically get a daily 1-point deduction from the total score.
7. Learners must be honest at all times; cheating and plagiarism in any form, in any assigned oral or written tasks will merit a grade of 0% in that specific task or
assessement and subjected to the provisions of the Student Handbook and ANIMO Strategy Policies and Guidelines.
8. Keeping track ONLINE via SB and other authorized platforms of all news, announcements, forums, notifications and scheduled consultations is a duty.

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 ( Use of other communication platforms sush as viber or messenger is discouraged and will not be taken as an official communication.)

REFERENCES
A. Books
• An overview of Marketing. (2016). In Marketing (18th ed., Ser. 2016, pp. 2-13). Valenzuela: Jo-es Publishing House.
• Marketing Principles and Strategies. (2017). In Principles of Marketing (pp. 2-28). Quezon City: C & E Publishing.
• Marketing Today and Tomorrow. (2017). In Foundations of Marketing (pp. 1-23). Quezon City: Abiva Publishing House.

B. Online resources
• Moorman, C., & Kirby, L. (2019). The CMO Survey: Top Marketing Trends of the Decade. Marketing News, 53(6), 36–39. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=bth&AN=136724521&site=eds-live
• M. (2020, May 22). Basics of Marketing: 5 Easy Ways to Get Back to Fundamentals. MAKE Digital Group. https://makedigitalgroup.com/2020/05/15/marketing-
basics/
• Business Planning: Marketing Basics. (2016, March 26). Dummies. https://www.dummies.com/business/start-a-business/business-plans/business-planning-
marketing-basics/
• Naidu, S., & Reich, A. (2018). Collective Action and Customer Service in Retail. ILR Review, 71(4), 986–1001. https://doi.org/10.1177/0019793917748601
• Research and Markets. (4AD 2019). Chinese Commercial Vehicle Market Opportunity Analysis with Forecasts to 2025 - ResearchAndMarkets.com. Business
Wire (English). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=bwh&AN=bizwire.c88851828&site=eds-live
• Adriana Beatriz Madeira, José Augusto Giesbrecht da Silveira, & Luciano Augusto Toledo. (2015). Marketing Segmentation: Your Role for Diversity in Dynamical
Systems. Gestao.org : Revista Eletrônica de Gestão Organizacional, (1), 71. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=edsdoj&AN=edsdoj.b60e4c5ad98a427cbcfc47b8ec1150b0&site=eds-live
• Dawley, J. (2006). Making Connections. Marketing Research, 18(2), 16–22. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=bth&AN=21903464&site=eds-live
• Umbas Krisnanto. (2014). Marketing Mix is The Only Variable to Choose Brands and Quality? International Research Journal of Business Studies, (3), 203.
Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=edsdoj&AN=edsdoj.374bb64d487144088101eece76f1bcd5&site=eds-live
• Wind, Y., Douglas, S. P., & Perlmutter, H. V. (1973). Guidelines for Developing International Marketing Strategies. Journal of Marketing, 37(2), 14–23.
https://doi.org/10.1177/002224297303700205

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 • Moyer, R. (1968). International Market Analysis. Journal of Marketing Research (JMR), 5(4), 353–360. https://doi.org/10.2307/3150259
• Michael Schaefer, & Oksana Hetman. (2019). Effective tools of digital marketing implementation. Економічний Вісник Університету, (41), 67.
https://doi.org/10.31470/2306-546X-2019-41-67-74
• Carrie Girton. (2018). Creating a Marketing Plan with a Marketing Team of One. Marketing Libraries Journal, (1), 81. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=edsdoj&AN=edsdoj.4cb4d1f796446d19b1520236f45a7e5&site=eds-live

Prepared by: Endorsed:

ABM Faculty Syllabus Committee Learning Management Systems Committee Academic Coordinator

Approved:

A/P Marlon Pareja Mario S. Torres, PhD

Vice-Principal for Academics and Research Principal
cf: OVCAR, Principal, VPAR, Track Coordinators

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