Republic of the Philippines

Romblon State University

Romblon, Philippines

GRADUATE EDUCATION & PROFESSIONAL STUDIES

Master of Arts in Business Administration
BA 222- INDUSTRIAL MANAGEMENT
Syllabus
2nd Semester, A.Y. 2021 – 2022

VISION, MISSION, GOALS AND OBJECTIVES

RSU Vision

A research-based academic institution committed to excellence and service in nurturing globally competitive workforce towards sustainable development.

RSU Mission

Romblon State University shall nurture an academic environment that provides advanced education, higher technological and professional instruction and technical expertise in agriculture and fisheries,
forestry, engineering and technology, education, humanities, sciences and other relevant fields of study and collaborate with other institutions and communities through responsive, relevant and research-
based extension services.

QUALITY POLICY

Romblon State University commits to provide higher education through quality instruction, research, production, and community-based extension services that meets or exceed the requirements and
expectations of the university’s stakeholders. It will comply with the international standards, applicable statutory and regulatory requirements and continually improves the Quality Management System’s
effectiveness through periodic monitoring and evaluation toward sustained remarkable outcomes.

Core Values

Stewardship. Everything that we have today is borrowed. Our influence, our power, our environment and our lives. Let us make use of them responsibly and conscientiously because we
will never pass this world again.
Competence. An academic institution run by competent people will never go astray. Competence is knowing our job and doing it beyond what is expected of us.
Resilience. We must be strong in trying times, never to surrender nor believe in defeat. Let failure be our defining moments.
Integrity. To be persuasive we must be believable, to be believable we must be credible and to credible we must be truthful. This is integrity.

Balance. Life is best lived in harmony. Balance then is crucial to a good life. RSU embraces the concept of understanding life and how to keep it best in balance. When there is balance,
there is order. This is our holistic approach to the total development of man.

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Romblon State University
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Excellence. There is still no substitute for excellence. It is hard to achieve but it can start as a habit.
Service. Community service and development is what makes a University, otherwise we become an academic institution for nothing.

Goals

To instill awareness in the advancement of knowledge through provision of quality graduate education and consistent conduct of research; develop quality and competent educators, public and business
leaders attuned to the emerging concepts of globalization and extend the graduates expertise to the communities.

Course Description: This course is designed to familiarize the students with the principles in marketing of goods and services. It is divided into five parts, namely: marketing and the Filipino consumer, products,
price and the factors affecting price, place; and promotion of goods and services.

Objectives of Master of Arts in Business Administration (MABA)

 Equip graduate students with leadership and managerial abilities for business career advancement.
 Provide a graduate business education program which emphasizes a strong foundation in business ethics of global dimension.
 Develop graduate business students with business decision- making skills using
technology- based data.
 Integrate management theories to real-life business and industry situations.

Course Code: BAA 222

Credit Units: 3

Prerequisites: none

Program Outcomes:
COMMON TO ALL PROGRAMS IN ALL TYPES OF SCHOOLS

1. The graduates should be able to articulate and discuss the latest developments in the specific field of practice;
2. The graduates should be able to effectively communicate orally and in writing using both English and Filipino;
3. The graduates should be able to work effectively and independently in multi-disciplinary and multi-cultural teams;
4. The graduates should be able to act in recognition of professional, social, and ethical responsibility;
5. The graduates should be able to preserve and promote “Filipino historical and cultural heritage”.

COMMON TO THE BUSINESS AND MANAGEMENT DISCIPLINE

6. The graduates should be able to describe the basic functions of management such as planning, organizing, leading and controlling;

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7. The graduates should be able to identify and describe the basic concepts that underlie each of the functional areas of business (marketing, finance, human resources management, production and operations
management, information technology, and strategic management) and employ these concepts in various business situations;
8. The graduates should be able to select the proper decision making tools to critically, analytically and creatively solve problems and drive results;
9. The graduates should be able to express clearly and communicate effectively with stakeholders both in oral and written forms;
10. The graduates should be able to apply information and communication technology (ICT) skills as required by the business environment;
11. The graduates should be able to work effectively with other stakeholders and manage conflict in the workplace;
12. The graduates should be able to organize and lead groups to plan and implement business related activities;
13. The graduates should be able to demonstrate corporate citizenship and social responsibility;
14. The graduates should be able to exercise high personal moral and ethical standards.

COMMON TO A HORIZONTAL TYPE

15. Graduates of professional institutions demonstrate a service orientation in one’s profession.

16. Graduates of colleges participate in various types of employment, development activities, and public discourses, particularly in response to the needs of the communities one serves.
17. Graduates of universities participate in the generation of new knowledge or in research and development projects.
18. Graduates of State Universities and Colleges must, in addition, have the competencies to support national, regional and local development plans.

SPECIFIC TO A SUB-DISCIPLINE AND MAJOR

19. A graduate of business administration degree should be able to analyze the business environment for strategic direction.
20. A graduate of business administration degree should be able to prepare operational plans.
21. A graduate of business administration degree should be able to innovate ideas based on emerging industry.
22. A graduate of business administration degree should be able to manage a business unit for economic sustainability.
23. A graduate of business administration degree should be able to conduct research.

Link to Program Outcomes: This course contributes to the development of program outcomes 1, 3, 4, 5, 8, 9, 10, 13, 14, 15, 18, 21, 22 and 23.

Course Outcomes:
Cognitive

● The student understands the basic concepts and methods of marketing management.
● The student knows the major steps in strategic marketing process and be able to analyze marketing opportunities, develop marketing plan and administer and control the marketing
plan.

Psychomotor

● The student is prepared for a job in marketing department and be able to exercise holistic marketing.

Affective

● The student realizes the importance of marketing and value of strategic marketing.

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Romblon State University
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Course Requirements:
● Outputs
● Quizzes
● Projects
● Major Examinations

Course Grading System

First Period Grade (FPG) Second Period Grade (SPG) Final Grade (FG)

Average of (Quizzes, Outputs, Average of (Quizzes, Outputs, Projects)

Projects) : 60% Final Examination : 40% FPG 50%
Midterm Examination : 40% : 60% SPG 50%
100% 100% FG 100%

Grade to Rating Equivalent

1.00 = 98 – 100 1.75 = 89 – 91 2.50 = 79 – 81 5.00 = Failed

1.25 = 95 – 97 2.00 = 85 – 88 2.75 = 76 – 78 W = Withdrawn
1.50 = 92 – 94 2.25 = 82 – 84 3.00 = 75 INC = Incomplete

* computation of grade : (actual score/perfect score) x 50 + 50

Course Outline

BLENDED
WEEK TOPICS LEARNING OUTCOMES
Learning Activities Assessment Tasks

Presentation and Discussion of the course ● Students are knowledgeable about, appreciate and relate to the VMGO of the ● Online Power Point ● Reflection
syllabus, highlighting the vision and mission of BSBA-OM program and the syllabus of the course; Presentation
RSU, the goals of the CBA and the outcomes
of the BSBA-OM program.

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● Students can define marketing and outline the steps in the marketing process;
explain the importance of understanding customers and the marketplace and
● Electronic Copy of Power
I. Creating and Capturing Customer Value identify the five core marketplace concepts; identify the key elements of a
Point Presentation ● Assignment
customer-driven marketing strategy and discuss the marketing management
1-2 ● Interactive Learning via ● Electronic Examination
orientations that guide marketing strategy; discuss customer relationship
Facebook Messenger or Zoom
management and identify strategies for creating value for customers and
capturing value from customers in return
● The students can explain company-wide strategic planning and its four steps;
discuss how to design business portfolios and develop growth strategies; explain ● Electronic Copy of Power
● Assignment
2-3 II. Company and Marketing Strategy marketing’s role in strategic planning and how marketing works with its partners Point Presentation
● Examination via
to create and deliver customer value; describe the elements of a customer-driven ● Interactive Learning via
Google Classroom
marketing strategy and mix and the forces that influence it. Facebook Messenger or Zoom

● The students can describe the environmental forces that affect the company’s
ability to serve its customers; explain how changes in the demographic and
III. Analyzing the Marketing Environment ● Electronic Copy of Power
economic environments affect marketing decisions; identify the major trends in ● Assignment
4-5 Point Presentation
the firm’s natural and technological environments; explain the key changes in the ● Examination via
● Interactive Learning via
political and cultural environments; discuss how companies can react to the Google Classroom
Facebook Messenger or Zoom
marketing environment.

● The students can explain the importance of information in gaining insights about
6-7 ● Electronic Copy of Power ● Assignment
IV. Managing Marketing Information to Gain the marketplace and customers; define the marketing information system and Point Presentation ● Project Proposal
Customer Insights discuss its parts; outline the steps in the marketing research process; explain how ● Interactive Learning via ● Examination via
companies analyze and use marketing information. Facebook Messenger or Zoom Google Classroom

● The students can define the consumer market and construct a simple model of
consumer buyer behaviour; name the four major factors that influence consumer ● Electronic Copy of Power
V. Consumer Markets and Consumer Buying ● Assignment
8 buyer behaviour; list and define the major types of buying decision behavior and Point Presentation
Behavior ● Examination via
the stages in the buyer decision process; describe the adoption and diffusion ● Interactive Learning via
Google Classroom
process for new products. Facebook Messenger or Zoom

9 Mid-term Examination ●Summative test via

● Assessment of student progress ● Assessment
Google Classroom

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Romblon State University
Romblon, Philippines

● The students can define the business market and explain how business markets
differ from consumer markets; identify the major factors that influence business ● Electronic Copy of Power
VI. Business Markets and Business Buyer ● Assignment
10 buyer behaviour; list and define the steps in the business buying decision process; Point Presentation
Behavior ● Examination via
compare the institutional and government markets and explain how institutional ● Interactive Learning via
Google Classroom
and government buyers make their buying decisions. Facebook Messenger or Zoom

● The students can define product and the major classifications of products and
services; describe the decisions companies make regarding their individual
VII. Designing Products: Product, Brands, products and services, product lines, and product mixes; identify the four ● Electronic Copy of Power
● Assignment
11 Packaging, Services, and Product Life Cycle characteristics that affect the marketing of services and the additional marketing Point Presentation
● Electronic Examination
Strategies considerations that services require; discuss branding strategy—the decisions ● Interactive Learning via
via Google Classroom
companies make in building and managing their brands; explain how marketing Facebook Messenger or Zoom
strategy changes during a product’s life cycle.

● The students can explain how marketing objectives and marketing mix strategy,
costs, and other internal company factors affect pricing decisions; list and discuss
factors outside the company that affect pricing decisions; explain how price ● Electronic Copy of Power
VIII. Pricing Products: Pricing Considerations, ● Assignment
12 setting depends on consumer perceptions of price and on the price-demand Point Presentation
Approaches and Strategies ● Examination via
relationship; describe the major strategies for pricing new products; explain how ● Interactive Learning via
Google Classroom
companies find a set of prices that maximizes the profits from the total product Facebook Messenger or Zoom
mix.

● The students can explain why companies use distribution channels and the
functions these channels perform; discuss how channel members interact and how
IX. Placing Products: Distribution Channels, ● Electronic Copy of Power
they organize to the work of the channel; identify the major distribution channel ● Assignment
13 Physical Distribution, Retailing and Point Presentation
alternatives open to a company; explain how companies select, motivate and ● Electronic Examination
Wholesaling ● Interactive Learning via
evaluate channel members; discuss the issues firms face when setting up physical via Google Classroom
Facebook Messenger or Zoom
distributions systems.

● The students can name and define the four tools of promotion mix; discuss the
X. Promoting Products : Communication,
elements of the marketing-communications process; define the roles of
Promotion Strategy, Advertising, Sales ● Electronic Copy of Power ● Assignment
14 advertising, sales promotion, and public relations in the promotion mix; explain Point Presentation ● Examination via
Promotion, Public Relations, Personal Selling
the methods for setting the promotion budget; discuss the factors that affect the ● You Tube Presentation Google Classroom
and Sales Management
design of the promotion mix; discuss the role of a company’s sales people.

Submission and Presentation of Marketing ● Paper and Pen

Plan ● Synthesize learning ● Soft copy of Marketing plan Assignments
15 via Google Drive
● Online Presentation via Zoom
● Online Quiz

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● Synthesize learning
16 Presentation of Marketing Plan ● Online Presentation via Zoom ● Peer Assessment

17 Contingencies Provide for class disruptions.

Final Examination ● Summative

18 Assessment of acquired competencies. ● Assessment Examination via
Google Classroom

References
1. Kotler, P., & Armstrong, G. (2012). Principles of Marketing. (14 Ed.). New Jersey: Pearson Education, Inc.
2. Jobber, David and Lancaster, Geoff. (2009). Selling and Sales Management. (3 ed.). Pearson Education Limited
3. Medina,Roberto. (2008). Principles of Marketing. (Revised Ed.). Rex Bookstore.
4. Kurtz, D. L., & Boone, L. E. (2007). Principles of Marketing. (12 Ed.). Singapore: Thomson Learning Asia.
5. Lao, Felix M. Jr.(2001). Marketing Management Concepts and Applications for Strategic Marketing Planning. (1 Ed.), Rex Bookstore

Prepared by: Reviewed by: Approved by:

EMELYN F. MONTOYA, PhD. EVALIZA F. MORENO, LPT, MABA MARBETH A. MARCELO-FADRIQUELA, MABA
Instructor Chairperson Dean

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