Principles of

Marketing
Subject Orientation:

Mr. Erwin R. Soliman

 COURSE DESCRIPTION

The course deals with the principles and

practices in marketing goods and services. It
also focuses on the development of integrated
marketing programs that will help grow
businesses.
 Grading System
Components Requirements Percentage

Written Works 25%

Performance
Tasks 50%

Quarterly
Assessment
25%
Course
Outline
 Chapter 1:
The Principles of
Marketing
A Framework for Marketing
Needs, Wants, and Demands
Marketing Origins, Exchange, and Value
Contemporary Approaches to Marketing
 Chapter 2:
The Environment and
Its Opportunities
Analyzing the Environment
Market Research Methods
Demand Forecasting
 Chapter 3:
Marketing Segments
and Consumer Behavior
Consumer Behavior
Consumer Market Segmentation
Organizational Market Segmentation
Chapter 4:
Positioning
Positioning
Positioning Maps
 Chapter 5:
Product Strategies
New Product Strategy
Service Strategies
Branding
Developing the Brand
Building Product Portfolios
 Chapter 6:
Pricing Strategies
Origins of Pricing
Price Elasticity and Inelasticity
Pricing Methods
Pricing Strategies and Application
 Chapter 7:
Place and Placement
Place: Distribution Design
Types of Distribution Channels
Distribution Strategies
Salesforce Management
 Chapter 8:
Promotion Strategies
The Promotion Mix
Above-The-Line Strategies
Below-The-Line Strategies
 Chapter 9:
Integrated Marketing
Communications
The Marketing Communications Plan
Designing the Metrics and Targets
Marketing Plan Template