Understanding The Self
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS De La Salle University-Dasmariñas
MODULE ONE: WESTERN PHILOSOPHICAL PERSPECTIVE
1.0 Exploring Ancient Greek Ideas about
the Self: Plato and Aristotle's
Perspectives
● Introduction:
Ancient Greek thinkers pondered deeply about
the nature of the self, asking fundamental
questions like its essence, immortality, and
relation to the body and soul. Plato and
Aristotle, two prominent philosophers, offer
distinct views on this matter, shaping
subsequent philosophical debates.
● Key info / terminology:
- Plato's Theory of Forms: Plato posited
that the self is identified with the soul,
which is immortal and capable of
knowing eternal Forms.
Aristotle's Hylomorphism: Aristotle
viewed the human soul as the form of
the body, emphasizing the integration
of rational and material aspects in the
self.
1.1 PLATO’S PERSPECTIVE
Plato delved into the self through his theory of
Forms, positing that the soul, not the body,
defines the essence of the self. He believed the
soul to be immortal and rational, capable of
apprehending eternal Forms. Plato argued for
the soul's immortality using the 'affinity
argument,' likening it to timeless, indivisible
Forms. He also proposed that learning is
recollection, suggesting the soul's
preexistence and inherent knowledge.
1.2 ARISTOTLE’S OUTLOOK
Contrary to Plato, Aristotle viewed the soul not
as a separate entity but as the form of the body.
He identified different levels of the soul,
including the rational soul unique to humans.
Aristotle disagreed with Plato's dualism, seeing
the soul and body as inseparable aspects of a
living being. He emphasized the individual's
unique nature and potentialities, guided by
telos, or purpose, towards eudaimonia, or
happiness.
1.3 COMPARISON AND INFLUENCE
Labarrete, S. F.
Plato and Aristotle's perspectives on the self
diverge notably, with Plato emphasizing the
soul's immortality and its transcendence over
the body, while Aristotle integrated the soul into
the body's structure. Nevertheless, both
philosophers profoundly influenced
subsequent philosophical inquiries into
personal identity, consciousness, and human
fulfillment.
1.4 CONCLUSION
The ancient Greek philosophers Plato and
Aristotle offered compelling insights into the
nature of the self, diverging on key aspects yet
laying the groundwork for ongoing
philosophical explorations. Their ideas
continue to resonate in contemporary
discussions about the essence and
significance of the self in human existence.
2.0 Exploring Medieval Christian
Perspectives on the Self: Insights
from St. Augustine and St. Thomas
Aquinas
● Introduction:
During the Middle Ages, Western European
philosophy was deeply influenced by Christian
theology, as exemplified by the works of St.
Augustine and St. Thomas Aquinas. Their
understanding of the self was shaped by
Christian beliefs, integrating elements from
Greek philosophy, particularly Plato and
Aristotle.
● Key info / terminology:
- Augustine's Dualism: Augustine saw
the self as composed of both body
and soul, with the soul being immortal
and capable of knowing God.
Aquinas's Holistic View: Aquinas
viewed the human soul as an
integrated principle of life, responsible
for rationality and spiritual capacities.
2.1 ST. AUGUSTINE’S VIEW
St. Augustine's philosophy of the self merged
Greek and Christian thought, emphasizing the
soul's immateriality and rationality. He
regarded the soul as distinct from the body, yet
interconnected, viewing the body as a vessel
for the soul's experiences. Augustine believed
that human souls, created by God, possess
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rationality and the capacity to know and love
Him. He stressed the soul's journey towards
God, emphasizing inner exploration as a path
to eternal truth and connection with others.
2.2 ST. THOMAS AQUINAS’ PERSPECTIVE
Drawing on Aristotle's ideas, St. Thomas
Aquinas developed a nuanced understanding
of the self, highlighting its integration of body
and soul. He saw the soul as the animating
principle of the body, endowing humans with
rationality and moral agency. Aquinas
distinguished human souls from animal souls,
emphasizing the former's intellectual and
volitional capacities. While affirming the soul's
immortality, he argued for bodily resurrection,
underscoring the unity of soul and body in
human existence.
2.3 COMPARISON AND INFLUENCE
Both Augustine and Aquinas contributed to
medieval Christian thought on the self,
blending philosophical inquiry with theological
insights. Augustine's emphasis on the soul's
journey towards God and Aquinas' integration
of body and soul laid the groundwork for later
discussions on personal identity and the
nature of the self. Their ideas continue to
resonate in contemporary philosophical
explorations.
2.4 CONCLUSION
The medieval Christian philosophers St.
Augustine and St. Thomas Aquinas offered
profound insights into the nature of the self,
synthesizing Greek philosophy with Christian
theology. Their perspectives on the soul's
immortality, rationality, and integration with the
body shaped medieval thought and continue to
inform contemporary philosophical discourse
on personal identity and human existence.
3.0 Examining Enlightenment
Perspectives on the Self: Insights
from Descartes, Locke, Hume, and
Kant
● Introduction:
The Enlightenment period, spanning the 17th
and 18th centuries, marked a significant shift
in intellectual thought, emphasizing reason,
skepticism, and the pursuit of knowledge.
Labarrete, S. F.
De La Salle University-Dasmariñas
Philosophers of this era explored the nature of
the self, offering diverse perspectives on its
essence and relationship to the mind and
body.
● Key info / terminology:
- Descartes's Dualism: Descartes
proposed a dualistic view of the self,
comprising an immaterial mind or soul
distinct from the body.
- Locke's Empiricism: Locke argued that
personal identity is shaped by
continuous consciousness and
memory, rejecting innate ideas.
- Hume's Bundle Theory: Hume
suggested that the self is a collection
of changing impressions and ideas,
challenging the notion of a continuous
subject.
- Kant's Unity of Apperception: Kant
emphasized the unity of apperception
as the basis for self-awareness,
allowing for a coherent sense of self
amidst experiences.
3.1 DESCARTES’ PERSPECTIVE
René Descartes, a pivotal figure in modern
philosophy, proposed a dualistic view of the
self, distinguishing between the immaterial
mind and the material body. He emphasized
rational perception over sensory experience,
asserting that innate ideas lead to true
understanding. Descartes' cogito argument,
affirming the existence of a thinking self, laid
the groundwork for his dualistic theory,
challenging traditional views of the soul's
relationship to the body.
3.2 LOCKE’S OUTLOOK
John Locke, an empiricist philosopher,
countered Descartes' rationalism, asserting
that all knowledge stems from sensory
perception. He introduced the concept of the
"tabula rasa," suggesting that the self emerges
through experiences and interactions with the
world. Locke emphasized consciousness and
memory as central to personal identity,
rejecting the notion of a fixed essence in favor
of a dynamic, evolving self.
3.3 HUME’S PERSPECTIVE
David Hume, another Enlightenment thinker,
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challenged Locke's views, arguing against the
existence of a continuous and enduring self.
He proposed the "bundle theory," depicting the
self as a collection of changing impressions
and ideas without underlying substance.
Hume's skepticism questioned traditional
notions of selfhood, highlighting the transient
nature of human experience.
3.4 KANT’S UNDERSTANDING
Immanuel Kant, influenced by Hume's ideas,
proposed a nuanced perspective on the self,
emphasizing the unity of apperception. He
agreed that empirical evidence alone cannot
prove the existence of a substantial self but
introduced the concept of the "I think" as a
unifying principle in conscious experience.
Kant's theory reconciled empirical observation
with the necessity of a coherent self-concept,
offering a middle ground between rationalism
and empiricism.
3.5 COMPARISON AND INFLUENCE
Enlightenment philosophers offered diverse
perspectives on the nature of the self, ranging
from Descartes' dualism to Hume's skepticism
and Kant's synthesis of rationalism and
empiricism. These ideas continue to influence
modern discussions in psychology and
neuroscience, shaping our understanding of
personal identity and consciousness.
3.6 CONCLUSION
The Enlightenment period witnessed a rich
exploration of the self by philosophers such as
Descartes, Locke, Hume, and Kant. Their
diverse perspectives challenged traditional
views and laid the foundation for modern
debates on personal identity and
consciousness. By examining reason,
experience, and perception, these thinkers
advanced our understanding of the complex
nature of the self in human existence.
4.0 Exploring Existentialist Perspectives
on the Self: Insights from Sartre and
Kierkegaard
● Introduction:
Existentialism, a philosophical movement
arising in the mid-1900s, addresses the human
condition amidst challenges like death,
freedom, and meaninglessness. Key
Labarrete, S. F.
De La Salle University-Dasmariñas
existentialist thinkers, including Sartre and
Kierkegaard, highlight the dynamic nature of
the self, emphasizing individual freedom,
responsibility, and authenticity.
● Key info / terminology:
- Sartre's Subjectivity and Freedom:
Sartre emphasized individual
consciousness and freedom, with the
self defined by subjective experience
and choice.
- Kierkegaard's Self-Acceptance and
Responsibility: Kierkegaard stressed
the importance of self-acceptance
alongside self-creation, highlighting
responsibility and authenticity.
4.1 SARTRE’S VIEW
Jean-Paul Sartre, an atheistic existentialist,
centers his philosophy on individual
consciousness as the basis for truth and
dignity. He portrays the self as inherently
subjective, marked by freedom and
responsibility. According to Sartre, individuals
define their existence through choices and
actions, creating their own meaning and
purpose in life. The self, solitary yet
inter-subjective, navigates between subjective
experience and recognition of others' influence
on identity.
4.2 KIERKEGAARD’S PERSPECTIVE
Søren Kierkegaard, a religious existentialist,
introduces the concept of self-acceptance
alongside self-creation. He emphasizes the
influence of external factors on the self,
proposing three "existence-spheres": the
aesthetic, ethical, and religious. Kierkegaard
argues for authentic self-choice, advocating
recognition of one's limitations and
responsibility for shaping one's identity.
Authenticity, aligning with personal values and
purpose, distinguishes the self in
existentialism.
4.3 COMPARISON AND INFLUENCE
Existentialism presents diverse views on the
self, with Sartre focusing on individual
freedom and subjectivity, while Kierkegaard
emphasizes self-acceptance and responsibility
within external influences. Both thinkers
underscore the dynamic nature of the self,
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shaped by choices and actions. Their ideas
continue to influence discussions on personal
identity, freedom, and authenticity in
contemporary philosophy and psychology.
4.3 CONCLUSION
Existentialist philosophers like Sartre and
Kierkegaard offer profound insights into the
nature of the self, highlighting individual
freedom, responsibility, and authenticity. Their
perspectives challenge traditional notions of
fixed identity, emphasizing the dynamic and
evolving nature of the self. By exploring
existentialist ideas, we deepen our
understanding of human existence and the
complexities of personal identity in the
modern world.
5.0 Exploring Postmodern Perspectives
on the Self: Insights from Foucault
and Derrida
● Introduction:
Postmodernism, a philosophical and cultural
movement arising in the 20th century,
challenges modernist ideals and questions the
existence of grand narratives and objective
truth. Key postmodern thinkers, including
Foucault and Derrida, emphasize the dynamic
nature of the self, shaped by discourse,
language, and power dynamics.
● Key info / terminology:
- Skepticism Towards Grand Narratives:
Postmodernism questions grand
narratives and objective truth,
emphasizing skepticism and
relativism.
Focus on Language and Power:
Postmodernism highlights the role of
language, power dynamics, and
discourse in shaping reality and
identity.
- Challenge to Modernist Views of the
Self: Postmodernism challenges
modernist notions of a stable self,
proposing a dynamic understanding
shaped by discourse and power
structures.
- Critique of Eurocentrism:
Postmodernism critiques Eurocentric
biases and limitations, recognizing
diverse ways of knowing and being
beyond Western perspectives.
Labarrete, S. F.
De La Salle University-Dasmariñas
5.1 POSTMODERN VIEW OF THE SELF
Postmodernism rejects the modernist notion
of a stable and coherent self, proposing
instead a dynamic and dispersed
understanding. According to thinkers like
Foucault and Derrida, the self is continually
constructed and reconstructed through
discourse and language. This perspective
highlights the role of power structures and
assumptions in shaping individual identity.
5.2 CRITIQUE OF EUROCENTRISM
While postmodernism critiques modernity, it
also reflects Eurocentric perspectives,
universalizing Western experiences and
values. This approach overlooks the diverse
ways of knowing and being in non-Western
cultures, failing to acknowledge holistic and
relational selfhood. Postmodernism's rejection
of objective truth may limit its ability to
appreciate cultural diversity and alternative
ontologies.
5.3 COMPARISON WITH MODERNISM
Postmodernism offers a critique of modernist
rationality and disregard for tradition,
challenging assumptions about the self's
stability and coherence. However, it shares
with modernism a dualistic and individualistic
ontology, neglecting the holistic selfhood
found in many non-Western societies.
5.3 INFLUENCE AND LIMITATIONS
Postmodernism has influenced various fields,
including literature, art, philosophy, and cultural
studies, offering insights into power dynamics
and language. However, its Eurocentric bias
and skepticism towards objective truth may
hinder its ability to fully appreciate cultural
diversity and alternative perspectives on the
self.
5.3 CONCLUSION
Postmodern perspectives on the self,
articulated by thinkers like Foucault and
Derrida, challenge modernist notions of
stability and coherence. While highlighting the
role of discourse and power in shaping
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identity, postmodernism's Eurocentric bias and
skepticism towards objective truth raise
questions about its ability to fully engage with
cultural diversity and alternative ontologies of
selfhood.
MODULE 1.2: EaSTERN PHILOSOPHICAL PERSPECTIVE
1.0 THE SELF IN HINDUISM
● Introduction:
Hinduism, one of the world's oldest religions,
delves into profound philosophical
explorations of the self, rooted in ancient texts
like the Vedas and Upanishads. Central to
Hindu thought is the concept of the Ātman,
representing the eternal essence of individual
consciousness and identity.
● Key info / terminology:
- Ātman: Central to Hindu philosophy,
Ātman represents the eternal,
unchanging essence of an individual's
being, transcending the physical body
and mind.
- Brahman: The universal reality in
Hinduism, often equated with the
ultimate self, Brahman underscores
the interconnectedness and unity of all
existence.
- Maya: The concept of illusion that
obscures the true nature of the self
and reality, leading individuals to
perceive themselves as separate from
Brahman.
- Karma: The principle of cause and
effect, where actions (good or bad)
influence one's future existence and
spiritual progression.
- Moksha: The ultimate goal of
Hinduism, moksha signifies liberation
from the cycle of rebirths, achieved
through self-realization and unity with
Brahman.
1.1 UNDERSTANDING THE SELF
● The self, as Ātman, is portrayed as the
innermost core of consciousness and identity,
perpetually linked with Brahman.
● Maya acts as a veil, causing ignorance and
perpetuating the cycle of rebirths, hindering
individuals from realizing their true selves.
● Karma serves as a moral compass, guiding
individuals towards ethical conduct and
Labarrete, S. F.
De La Salle University-Dasmariñas
spiritual progression.
● Moksha represents the culmination of spiritual
evolution, attained when the self transcends
Maya and realizes its unity with Brahman.
1.2 IMPLICATIONS
● Hinduism emphasizes the pursuit of
self-realization and spiritual liberation as the
ultimate purpose of human existence.
● The interconnectedness of Ātman with
Brahman underscores the unity of all existence
and the transcendence of individual identity.
● Karma encourages ethical living and moral
responsibility, shaping individuals' future
experiences and spiritual evolution.
● Moksha offers the promise of liberation from
the cycle of rebirths, marking the attainment of
ultimate spiritual fulfillment.
1.3 CONCLUSION
Hinduism offers a profound perspective on the
self, highlighting its timeless essence,
interconnectedness with the ultimate reality,
and the path to spiritual liberation. By
understanding and transcending Maya,
individuals can realize their true selves and
attain moksha, thus fulfilling the ultimate
purpose of human life according to Hindu
philosophy.
2.0 THE ANATTA CONCEPT (NO SELF)
IN BUDDHISM
● Introduction:
Buddhism is a major philosophical tradition
that originated in South Asia in the 4th century
BCE with the teachings of Gotama Siddhartha.
According to legend, Siddhartha Gautama was
a Hindu prince who gave up his status and
riches to pursue spiritual awakening as a
wandering ascetic. He achieved enlightenment
and became known as the Buddha, meaning
"the awakened one". He taught his path to
others and established Buddhism in India.
● Key info / terminology:
- Anatta (No Self): Buddhism
challenges the notion of a permanent,
unchanging self (Atman), proposing
instead the idea of no-self. It asserts
that the self is a collection of transient
and interdependent phenomena,
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constantly changing and devoid of a
fixed essence.
- Anicca (Impermanence): Everything in
existence is subject to change and
flux, with nothing enduring
permanently. This impermanence
extends to both physical and mental
phenomena, highlighting the transient
nature of existence.
- Dukkha (Suffering): Suffering is an
inherent aspect of existence, arising
from attachment, craving, and
resistance to impermanence. It
encompasses physical, mental, and
emotional distress, rooted in the
inability to find lasting happiness or
peace.
2.1 BUDDHIST TEACHINGS
● Four Noble Truths: Suffering exists, has a
cause (craving), can end, and there is a way to
end it (the Eightfold Path).
● Eightfold Path: Consists of right view, intention,
speech, action, livelihood, effort, mindfulness,
and concentration, offering a guide to attain
nirvana and end suffering.
● Cycle of Rebirth: Liberation from suffering
involves transcending the cycle of birth, life,
death, and rebirth, aiming for authentic
happiness and enlightenment.
● Common Teachings: Buddhism shares
common teachings with Hinduism, including
karma, rebirth, non-violence, meditation,
impermanence, morality, and liberation.
2.2 UNDERSTANDING ANATTA
Anatta challenges the notion of a fixed and
independent self, emphasizing the transient
and interconnected nature of existence.
By realizing the truth of no-self, individuals can
overcome attachment, ignorance, and
suffering, leading to liberation from the cycle
of rebirths.
2.3 IMPLICATIONS
● The concept of Anatta offers insights into the
nature of existence, highlighting the
impermanence and interdependence of all
phenomena.
● Understanding Anatta is integral to the
Buddhist path, guiding practitioners towards
Labarrete, S. F.
De La Salle University-Dasmariñas
liberation from suffering and the realization of
authentic happiness.
● Anatta encourages individuals to cultivate
mindfulness, compassion, and
non-attachment, fostering inner peace and
spiritual growth.
2.4 CONCLUSION
The concept of Anatta in Buddhism challenges
conventional notions of selfhood, offering a
profound understanding of existence and
suffering. By recognizing the transient and
interconnected nature of the self, practitioners
can embark on a transformative journey
towards liberation and enlightenment,
ultimately attaining authentic happiness and
inner peace.
3.0 DAOISM: THE SELF AS A PART OF
NATURE
● Introduction:
Daoism, also spelled Taoism, is a
philosophical and religious tradition that
originated in China around the 4th century BCE.
It is often linked to the legendary figure of
Laozi, but its philosophical origins are more
influenced by Zhuangzi (4th century BCE).
Daoism encompasses a variety of doctrines
that share a reverence for the Dao, the
mysterious and ineffable source of all being.
Daoism emphasizes simplicity, spontaneity,
and non-action (wu-wei), and it has had a
profound influence on Chinese culture and
thought.
● Key info / terminology:
- Dao: The Dao is the ultimate reality or
the way of harmony and balance in
Daoist philosophy. It is ineffable and
formless, yet can be apprehended
through intuition and practice.
- Self and Nature: In Daoism, the self is
not separate from nature but is an
integral part of it. The ultimate goal is
to align oneself with the Dao, living in
harmony with the natural order.
- Principles and Practices: Daoism
emphasizes simplicity, virtue
cultivation, spontaneity, and inner
tranquility as essential aspects of
aligning with the Dao.
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3.1 DAOIST PHILOSOPHY
● The Dao De Jing: A key Daoist text attributed to
Laozi, emphasizing the natural order and the
cultivation of virtue to harmonize with the Dao.
● Simplicity: Encourages relinquishing desires
and attachments, following Nature's way, and
attaining wisdom through natural illumination.
● Virtue Cultivation: Promotes kindness,
compassion, and humility as essential virtues
for harmonizing with the natural order.
● Spontaneity: Embracing spontaneity and
naturalness, aligning with the flow of the Dao
instead of forcing outcomes.
● Inner Tranquility: Cultivating inner peace
through practices like meditation,
self-reflection, and mindfulness to achieve
harmony with the Dao.
● Unity of All Things: Recognizes the
interconnectedness of all beings and
encourages living in accordance with this unity
for greater harmony and compassion.
3.2 IMPLICATIONS
Daoism offers insights into living in harmony
with nature, cultivating inner peace, and
aligning with the natural order.
By following Daoist principles and practices,
individuals can develop virtues, attain inner
tranquility, and foster a deeper connection with
the universe.
Recognizing the unity of all things promotes
compassion, empathy, and respect for all
beings, fostering a sense of
interconnectedness and harmony.
3.3 CONCLUSION
In Daoism, the self is inseparable from nature,
and the ultimate goal is to align with the Dao,
the natural order of the universe. By embracing
simplicity, cultivating virtues, and seeking inner
tranquility, individuals can harmonize with the
Dao and live in accordance with the flow of
nature, fostering greater peace, balance, and
interconnectedness.
4.0 THE MORAL AND RELATIONAL SELF
IN CONFUCIANISM
● Introduction:
Confucianism is a philosophical and ethical
Labarrete, S. F.
De La Salle University-Dasmariñas
system that originated in ancient China and is
based on the teachings of Confucius, a
renowned philosopher who lived during the
Spring and Autumn Period (772-476 BCE).
Confucianism emphasizes the importance of
moral development, self-cultivation, and the
pursuit of humanity. The influence of
Confucianism can still be seen in Chinese
culture and society today, as its teachings
continue to be studied and practiced.
● Key info / terminology:
- Confucianism: An ethical and
philosophical system originating in
ancient China, emphasizing moral
development, self-cultivation, and the
pursuit of humanity.
- Jen: Refers to innate moral nature,
love, or benevolence in Confucianism,
serving as the foundation for all
virtues.
- Virtues: Benevolence (ren),
righteousness (yi), ritual propriety (li),
wisdom (zhi), and trustworthiness
(xin) are essential virtues in
Confucianism.
- Human Nature: Confucius implied
human potential for goodness, while
Mencius asserted innate goodness
and emphasized nurturing innate
qualities. Hsun Tzu believed the self is
inherently selfish but can be cultivated
through education and practice.
4.1 CONFUCIAN PHILOSOPHY
● Moral Development: Confucianism emphasizes
moral growth and the pursuit of virtues such
as benevolence, righteousness, and wisdom.
● Self-Cultivation: Individuals strive for moral
perfection through the cultivation of essential
virtues and moral principles.
● Relational Values: Relationships with others
are prioritized, contributing to societal welfare
and moral exemplarship.
● Education: Education plays a crucial role in
moral development, nurturing innate qualities
and promoting moral virtues.
● Different Perspectives: Confucian philosophers
like Mencius and Hsun Tzu offer varying views
on human nature and the means of achieving
moral excellence through education and
practice.
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4.2 IMPLICATIONS
● Confucianism provides insights into moral
development, self-cultivation, and the pursuit
of humanity through virtues and relational
values.
● The emphasis on education and nurturing
innate qualities highlights the importance of
continuous learning and self-improvement.
● Prioritizing relationships and moral
exemplarship fosters social harmony and
contributes to individual and societal welfare.
4.3 CONCLUSION
Confucianism underscores the moral and
relational self, advocating for the pursuit of
virtues and the cultivation of humanity.
Through education, self-cultivation, and
prioritizing relationships, individuals strive for
moral excellence and contribute to societal
welfare in accordance with Confucian
principles.
5.0 HOW THE EASTERN CONCEPT OF
SELF CAN ENRICH WESTERN
PERSPECTIVES
● Key Concepts:
- Western vs. Eastern Philosophies:
Western tradition views the self as
separate, logical, and autonomous,
valuing individualism and
independence. Eastern tradition
emphasizes interconnectedness, fluid
identity, and social harmony, valuing
duty and responsibility.
- Western Self: Values autonomy,
individualism, and consistency in
identity. Seeks to express personal
opinions and preferences.
- Eastern Self: Recognizes
interconnectedness, interdependence,
and fluidity of identity. Embraces
social harmony, duty, responsibility,
and the role of emotions, intuition, and
spirituality.
5.2 ENRICHING WESTERN PERSPECTIVES
- Interconnectedness: Integrating eastern views
can broaden western perspectives by
recognizing the interconnectedness of all
things and promoting a sense of unity.
Labarrete, S. F.
De La Salle University-Dasmariñas
- Fluid Identity: Embracing the fluidity of identity
can challenge rigid western notions of self and
promote flexibility and adaptability.
- Social Harmony: Valuing social harmony, duty,
and responsibility can enhance western
concepts of community and promote empathy
and cooperation.
- Emotional Intelligence: Acknowledging the role
of emotions, intuition, and spirituality can
deepen self-understanding and interpersonal
relationships in western cultures.
5.2 BALANCING WESTERN NOTIONS
- Overcoming Isolation: By embracing
interconnectedness, western individuals and
cultures can overcome the isolation of the self
and foster a sense of belonging and unity.
- Promoting Harmony: Integrating eastern values
can promote social harmony, empathy, and
cooperation in western societies.
- Cultivating Flexibility: Embracing fluid identity
encourages western individuals to adapt to
change and navigate complexities with greater
ease.
- Deepening Self-Understanding: Recognizing the
role of emotions, intuition, and spirituality
enriches self-awareness and promotes holistic
well-being in western cultures.
5.3 CONCLUSION
Integrating eastern views of self with western
perspectives offers a holistic approach to
understanding identity, promoting
interconnectedness, social harmony, and
emotional intelligence. By transcending the
limited notion of the isolated self, western
cultures can embrace a more relational,
interdependent, and enriched sense of identity,
fostering unity and well-being for individuals
and societies alike.
MODULE 2: PSYCHOLOGICAL PERSPECTIVE ON SELF
1.0 THE SELF FROM PSYCHOLOGICAL
PERSPECTIVE
● Key info / terminology:
1. I-Self vs. Me-Self: William James
distinguished between the I self (physical
actions) and the Me self (psychological
reflections).
2. I-Self Components:
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A. Individual Self
B. Relational Self
C. Collective Self
3. Me-Self Layers:
A. Material Self
B. Social Self
C. Spiritual Self
4. Real and Ideal Self: Carl Rogers highlighted
the congruence between the real self and ideal
self, influencing psychological well-being.
5. Actualizing Tendency: Rogers emphasized the
innate drive toward self-fulfillment and growth.
6. Self-Actualization: Infants develop a basic
self-concept, evolving toward self-actualization
through congruence between real and ideal
selves.
7. Multiple vs. Unified Self: Theorists debate
whether the mind consists of multiple selves
(e.g., Klein) or a unified self (e.g., Maslow).
8. True vs. False Self: Winnicott proposed the
true self (authentic) and false self (defensive
façade) concepts.
9. Proactive and Agentic Self: Bandura's social
cognitive theory highlights self-efficacy,
self-regulation, and moral agency.
2.1 IMPLICATIONS
- Understanding the self's complexity enhances
psychological insights and therapeutic
approaches.
- Congruence between the real and ideal self
promotes well-being and personal growth.
- Recognizing the influence of multiple selves or
a unified self informs self-awareness and
behavior regulation.
- Distinguishing between true and false selves
aids in addressing authenticity and emotional
well-being.
- Embracing the proactive and agentic self
fosters self-efficacy, self-regulation, and moral
agency.
Labarrete, S. F.
De La Salle University-Dasmariñas
2.2 CONCLUSION
Exploring diverse perspectives on the self
enriches our understanding of human nature
and psychological functioning. From William
James' distinctions to Bandura's emphasis on
self-efficacy, each framework offers valuable
insights into the complexities of identity,
behavior, and well-being. By integrating these
perspectives, researchers and practitioners
can develop more comprehensive approaches
to fostering personal growth, authenticity, and
psychological flourishing.
2.0 DIFFERENT PSYCHOLOGICAL
THEORIES OF DEVELOPMENT
● Key info / terminology:
1. Psychoanalytic Theory (Freud): Focuses on
unconscious urges, societal pressures, and the
ego's role in personality.
A. Levels of Mental Life: Unconscious,
preconscious, conscious.
B. Provinces of the Mind: Id (pleasure
principle), ego (reality principle),
superego (moral principles).
C. Psychosexual Development: Oral, anal,
phallic, latency, genital stages.
2. Psychosocial Development (Erikson):
Emphasizes conflicts in stages of
development and their impact on personality.
A. Trust vs. mistrust, autonomy vs.
shame and doubt, initiative vs. guilt,
industry vs. inferiority, identity vs. role
confusion, intimacy vs. isolation,
generativity vs. stagnation, integrity vs.
despair.
3. Cognitive Development (Piaget): Focuses on
stages of cognitive functioning from infancy to
adulthood.
A. Sensorimotor, preoperational, concrete
operational, formal operational stages.
4. Moral Development (Kohlberg): Explores
levels of moral reasoning and
decision-making.
A. Preconventional morality, conventional
morality, postconventional morality.
2.1 IMPLICATIONS
- Understanding Freudian psychoanalysis
provides insights into unconscious
motivations and personality dynamics.
- Erikson's psychosocial stages highlight the
importance of resolving conflicts at each
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developmental phase for healthy personality

development.
3.1 IMPLICATIONS
- Piaget's cognitive stages shed light on how - Understanding the self from various
children acquire knowledge and reasoning psychological perspectives aids in
skills. self-discovery and reflection on thoughts,
- Kohlberg's moral development stages offer emotions, and behavior.
perspectives on ethical decision-making and
moral reasoning. - Developmental theories provide frameworks
for understanding how individuals grow, learn,
and mature over time.
2.2 CONCLUSION
Exploring various psychological theories of - By integrating insights from these
development enriches our understanding of perspectives, individuals can gain deeper
how individuals grow, learn, and mature over understanding and navigate their journey of
time. These theories provide valuable self-discovery more effectively.
frameworks for addressing psychological
issues, promoting mental wellness, and
preparing for the challenges of different life
3.2 CONCLUSION
stages. By integrating insights from these The study of psychology offers valuable
theories, psychologists and educators can insights into the nature of the self and human
support individuals in their journey toward development. By exploring different
psychological growth and well-being. perspectives on the self and stages of
psychological development, individuals can
3.0 SUMMARY gain a richer understanding of themselves and
their journey through life. These concepts
provide frameworks for self-reflection, growth,
● Key info / terminology: and personal development, ultimately
1. Nature of the Self: contributing to greater self-awareness and
a. -Self vs. Me-Self: William James' well-being.
distinction between external actions
and internal reflections. MODULE 3: THE SOCIAL SELF: THE INDIVIDUAL AND THE SOCiety
b. Real Self vs. Ideal Self: Discrepancy
between current and desired 1.0 THE CAPITALIST SOCIETY AND THE
identities. EXPLOITED AND ALIENATED
INDIVIDUAL
c. Multiple vs. Unified Self: Debate over
whether the mind consists of multiple
or unified selves. ● Introduction:
d. True Self vs. False Self: Authentic The discussion delves into the profound
experience vs. defensive façade. effects of capitalism on individuals,
e. Proactive and Agentic Self: Capacity to highlighting Karl Marx's revolutionary
control environment and life. perspective and contrasting it with Adam
2. Developmental Perspectives: Smith's foundational ideas of capitalism. It
a. Psychosexual Development (Freud): explores the concept of exploitation and
Progression through stages with alienation within the capitalist framework,
dominant erogenous zones. emphasizing the adverse impact on workers'
b. Psychosocial Development (Erikson): well-being and sense of self.
Stages with conflicts and goals
impacting personality. ● Key info / terminology:
c. Cognitive Development (Piaget): 1. Marxist Critique of Capitalism:
Stages of cognitive functioning from A. Marx emphasizes that merely
infancy to adulthood. reforming cultural, social, and political
d. Moral Development (Kohlberg): Stages institutions is insufficient to address
of moral reasoning and the underlying issues of capitalism.
decision-making. B. He asserts that the economic
substructure determines the societal

MIDTERMS UTS SEM2 REVIEWER PAGE 10

Labarrete, S. F.
 Understanding The Self
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS De La Salle University-Dasmariñas

superstructure, influencing individuals' The discussion sheds light on the detrimental

consciousness. effects of capitalism on individuals, as
C. Marx advocates for the overthrow of elucidated by Marx's critique. Exploitation and
capitalism to liberate both workers alienation pervade the capitalist system,
and capitalists from oppression. undermining workers' well-being and hindering
2. Foundational Ideas of Capitalism (Adam their self-realization. Understanding these
Smith): dynamics is crucial for envisioning a more
A. Smith portrays humans as rational and equitable and humane economic order that
self-interested beings, motivated by prioritizes the holistic development and
personal benefit. fulfillment of all individuals.
B. In a capitalist system, private
ownership of property, self-interest, 2.0 THE CAPITALIST SOCIETY AND THE
and free market dynamics drive EXPLOITED AND ALIENATED
economic activity. INDIVIDUAL
3. Exploitation in Capitalism:
A. Marx defines exploitation as using ● Introduction:
others for personal gain without just The relationship between the economic
compensation. substructure of capitalism and its resulting
B. Workers in capitalism are forced to superstructure, emphasizing how the latter
sell their labor for less than the value perpetuates the former. It explores how the
they produce, leading to exploitation. economic system shapes political, legal, and
C. The capitalist system denies workers cultural aspects, influencing individual
ownership of the means of production, consciousness. Furthermore, it scrutinizes
compelling them to work for survival. capitalist ideology, its dissemination, and its
4. Alienation in Capitalism: impact on education.
A. Marx described alienation as the
estrangement of individuals from their ● Key info / terminology:
labor, products, fellow workers, and
1. Economic Substructure:
human potential.
Encompassing the means of
B. Workers lose fulfillment and joy in production, mode of production, and
their work as it becomes a means of relations of production, the economic
survival rather than self-expression. substructure dictates the
C. Capitalism fosters shallow superstructure of society, including its
relationships among workers and political, legal, and cultural
inhibits the development of their dimensions.
inherent human potential. 2. Superstructure: Refers to the political,
legal, cultural, and religious systems
1.1 IMPLICATIONS that emerge from the economic
substructure. In a capitalist society,
- Capitalism perpetuates exploitation by the superstructure serves to uphold
prioritizing profit over the well-being of and advance capitalist interests.
workers. 3. Capitalist Consciousness: Individual
consciousness is shaped by societal
- Alienation in capitalism results in a loss of superstructures, which are in turn
fulfillment, meaningful relationships, and the influenced by the economic
development of human potential. substructure. Capitalism molds
consciousness through the
- The critique of capitalism by Marx dissemination of capitalist ideologies
underscores the need for systemic change to and values.
address the profound social and existential 4. Capitalist Ideology: Neoliberalism
challenges faced by individuals. legitimizes capitalism by advocating
for concepts such as market
1.2 CONCLUSION rationality, free trade, minimal
government intervention, and
privatization. Ideology serves to

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Labarrete, S. F.
 Understanding The Self
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS
validate and integrate existing
systems, often presenting biased
2.1 IMPLICATIONS
- Understanding Capitalist Hegemony: The text
underscores the pervasive influence of
capitalism on various facets of society,
including politics, law, culture, and education.
By comprehending how capitalist ideology
permeates these domains, individuals can
critically assess societal structures and
advocate for change.
- Challenges to Societal Transformation:
Highlighting the role of ideology and education
in perpetuating capitalist hegemony, the text
emphasizes the challenges inherent in
effecting meaningful societal transformation.
Recognizing these obstacles is crucial for
devising strategies to challenge and subvert
dominant capitalist narratives.
- Importance of Alternative Discourses: The
analysis prompts readers to seek out
alternative discourses and perspectives that
challenge capitalist ideology. By engaging with
diverse viewpoints, individuals can cultivate a
more nuanced understanding of societal
dynamics and envision alternative
socio-economic systems.
2.2 CONCLUSION
The Superstructure and the Capitalist
Consciousness" illuminates the intricate
interplay between economic structures and
societal consciousness within a capitalist
framework. By elucidating how capitalist
ideology permeates political, legal, cultural,
and educational systems, the text underscores
the need for critical reflection and collective
action. Moving forward, fostering alternative
discourses and advocating for systemic
change are essential endeavors in challenging
capitalist hegemony and fostering more
equitable societies.
3.0 THE CAPITALIST SOCIETY AND THE
EXPLOITED AND ALIENATED
INDIVIDUAL
● Introduction:
The concept of self-development and
self-determination within the context of a
capitalist society. It posits that humans, as
Labarrete, S. F.
De La Salle University-Dasmariñas
rational beings, inherently possess the
capacity for self-growth and autonomy.
However, achieving these goals necessitates
societal support and cultivation. Paradoxically,
capitalist structures often hinder rather than
facilitate individual development, creating
barriers to self-determination.
● Key info / terminology:
1. Human Rationality and Justice: The module
asserts that self-development and
self-determination are not only inherent human
capacities but also essential elements of
justice.
2. Societal Role in Development: Society plays a
crucial role in nurturing individual rationality
and facilitating self-development. However,
capitalist societies may undermine these
goals by perpetuating structures of oppression
and domination.
3. Capitalist Structures as Barriers: Capitalist
systems, including education, erect obstacles
to self-development by prioritizing profit over
human flourishing. These structures
perpetuate inequality and limit individual
agency.
3.1 IMPLICATIONS
- Critical Awareness: Understanding the impact
of capitalist structures on self-development is
essential for fostering critical awareness and
advocating for systemic change.
- Alternative Approaches: Exploring alternative
models of societal organization that prioritize
human well-being over profit can offer
pathways to overcoming barriers to
self-determination.
- Collective Action: Engaging in collective action
to challenge and subvert capitalist hegemony
is necessary for creating more equitable
societies that promote individual flourishing.
3.2 CONCLUSION
"The Challenge of Self-Development in
Capitalist Society" sheds light on the complex
dynamics between individual agency and
societal structures. By recognizing the
impediments posed by capitalism to
self-development, individuals can work
towards creating a more just and equitable
society that empowers all its members to
pursue their fullest potential.
MIDTERMS UTS SEM2 REVIEWER PAGE 12
 Understanding The Self
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS
MODULE 4: LASALLIAN IDENTITY - SELF AS A FILIPINO lasallian
1.0 THE LASALLIAN HERITAGE
● Introduction:
This module delves into the life and legacy of
St. John Baptist de La Salle, the founder of the
Brothers of the Christian Schools and a
pioneer in providing education to the poor and
marginalized. It emphasizes the importance of
understanding his mission and forging a
Lasallian identity aligned with his principles of
teaching minds, touching hearts, and
transforming lives.
● Key info / terminology:
1. Early Life and Calling: St. John Baptist de La
Salle was born into privilege but dedicated his
life to the service of others. He became a
priest and founded a community of teachers
dedicated to educating the children of artisans
and the poor.
2. Founding of the Brothers of the Christian
Schools: Moved by the plight of the poor, St.
John Baptist de La Salle renounced his wealth
and position to establish the Brothers of the
Christian Schools. This community of
educators continues his mission of providing
quality education to those in need.
3. Global Impact: The legacy of St. John Baptist
de La Salle extends worldwide, with Lasallian
institutions operating in 80 countries, serving
one million young people. His mission of
liberating the poor through education remains
central to the Lasallian ethos.
1.1 IMPLICATIONS
- Reflection and Identity Formation: Students in
Lasallian institutions are encouraged to reflect
on St. John Baptist de La Salle's life and
mission, aligning their own identities with his
principles of service and compassion.
- Commitment to the Poor: As inheritors of the
Lasallian tradition, students are called to have
a special concern for the poor and
marginalized, contributing to efforts to
alleviate their suffering.
- Integration of Values: Lasallian institutions, like
DLSU-D, are committed to providing a holistic
education that integrates the values and
teachings of St. John Baptist de La Salle into
their curriculum and ethos.
Labarrete, S. F.
De La Salle University-Dasmariñas
1.2 CONCLUSION
Understanding St. John Baptist de La Salle's
legacy is essential for students in Lasallian
institutions as they strive to forge their own
identities aligned with his principles of service
and compassion. By embracing his mission of
providing education to the poor and
marginalized, students can contribute to
creating a more just and equitable society.
2.0 THE LASALLIAN HERITAGE
● Introduction:
This module explores the three core values of
faith, service, and communion in mission,
known by the acronym FSC, which form the
foundation of the Lasallian identity. Each value
is defined and explained, highlighting its
significance in the Lasallian tradition.
● Key info / terminology:
- F: The Spirit of Faith
1. St. John Baptist de La Salle emphasized the
importance of seeing the world through the
eyes of faith, doing everything with God in
mind, and attributing all to God.
2. The spirit of faith prompts Lasallians to
engage actively in the world, seeking God's
presence in all aspects of life and serving
those on the margins of society.
- S: Zeal for Service
1. Faith is expressed through action, particularly
in serving the poor, marginalized, and
disadvantaged.
2. The Lasallian tradition of zeal for service
reflects the belief that faith without deeds is
incomplete, as expressed in the biblical
passage from James 2:14-26.
- C: Communion in Mission
1. Communion in mission emphasizes the
importance of relationships anchored in God,
where Lasallians work together to fulfill their
educational ministry.
2. Lasallians are defined by their commitment to
serving others, especially those on the
margins of society, and contributing to the
Lasallian family.
2.1 IMPLICATIONS
- Integration of Values: Students in Lasallian
institutions are encouraged to embody the
values of faith, service, and communion in
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 Understanding The Self
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS
mission in their daily lives, both inside and
outside the classroom.
- Active Engagement: The Lasallian tradition
calls for active engagement in the world,
seeking opportunities to serve others and
make a positive impact on society.
- Community Involvement: Lasallians are part of
a larger community committed to serving the
needs of children, youth, and adults, especially
those facing social challenges.
2.2 CONCLUSION
Understanding and embodying the values of
faith, service, and communion in mission are
central to the Lasallian identity. By living out
these values, students can contribute to
creating a more just and compassionate
society, in line with the teachings of St. John
Baptist de La Salle.
3.0 EXPECTED LASALLIAN GRADUATE
ATTRIBUTES (ELGA)
● Introduction:
This module explores the five Lasallian
graduate attributes expected of students upon
graduating from De La Salle University -
Dasmariñas (DLSU-D). These attributes
encompass qualities, skills, and
understandings essential for success in both
professional and civic life.
● Key info / terminology:
- Innovators: DLSU-D graduates are expected to
demonstrate creativity, critical thinking, and
problem-solving skills. They should be able to
adapt to new situations, generate innovative
ideas, and contribute positively to their fields.
- Humane and Christian: Graduates should
embody compassion, empathy, and ethical
behavior in their interactions with others.
Rooted in Christian values, they should
demonstrate integrity, respect, and a
commitment to serving others.
- Inclusive and Responsive Life-long Learners:
DLSU-D aims to produce graduates who value
diversity, embrace inclusivity, and are
committed to lifelong learning. They should be
open-minded, adaptable, and willing to engage
with diverse perspectives.
- Patriotic: Graduates are encouraged to have a
strong sense of national identity and civic
responsibility. They should demonstrate pride
in their country, respect for its laws and
Labarrete, S. F.
De La Salle University-Dasmariñas
institutions, and a commitment to contributing
to its development and welfare.
- Passion for Excellence: DLSU-D graduates
should strive for excellence in all aspects of
their lives. They should exhibit dedication,
perseverance, and a commitment to
continuous improvement, aiming for the
highest standards of achievement.
3.1 IMPLICATIONS
- Integration into Curriculum: DLSU-D should
ensure that these graduate attributes are
integrated into the curriculum and learning
experiences of students across all disciplines.
- Professional Development: Students should be
provided with opportunities for professional
development and skill-building activities that
foster the development of these attributes.
- Assessment and Evaluation: DLSU-D should
establish mechanisms for assessing and
evaluating the attainment of these graduate
attributes, both during students' academic
journey and upon graduation.
3.2 CONCLUSION
The five Lasallian graduate attributes outlined
by DLSU-D provide a comprehensive
framework for guiding students' personal and
professional development. By embodying
these attributes, graduates can make
meaningful contributions to their professions
and communities, reflecting the values and
mission of the university.
4.0 SUMMARY
● Introduction:
This module delves into the life of St. John
Baptist de la Salle, the founder of the Brothers
of the Christian Schools and Lasallian
educational institutions. It highlights the
emphasis on service for the poor through
education, which was the driving force behind
De La Salle's founding of the Brothers.
● Key info / terminology:
- St. John Baptist de la Salle: Born into a
wealthy family, De La Salle dedicated his life to
serving the poor through education. He
founded the Brothers of the Christian Schools
and established a network of schools to
provide education to children from
disadvantaged backgrounds.
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 Understanding The Self
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS
- Core Values: The spirit of faith, zeal for
service, and communion in mission are the
core values of the Lasallian mission. These
values are interconnected and essential for
embodying the Lasallian identity.
- Graduate Attributes: The Filipino Lasallian
identity is reflected in five graduate attributes:
being Innovators, Humane and Christian,
Inclusive and Responsive Lifelong Learners,
Patriotic, and exhibiting Passion for
Excellence. These attributes emphasize the
importance of innovation, compassion,
inclusivity, patriotism, and striving for
excellence.
- Preferential Option for the Poor: Central to the
Lasallian mission is a preferential option for
the poor, which guides all actions and
decisions. This commitment to serving the
marginalized and disadvantaged is integral to
the Lasallian identity.
4.1 IMPLICATIONS
- Living the Lasallian Identity: Students are
encouraged to embody the Lasallian identity
by actively engaging with the core values and
graduate attributes in their daily lives. This
includes promoting social justice, fostering
inclusivity, and striving for excellence in all
endeavors.
- Community Engagement: DLSU-D should
provide opportunities for students to engage in
community service and outreach programs
that align with the Lasallian mission. This
allows students to apply their knowledge and
skills in service to others.
- Integration into Curriculum: The core values
and graduate attributes should be integrated
into the curriculum to ensure that students
develop a holistic understanding of their
Lasallian identity and are prepared to
contribute positively to society.
4.2 CONCLUSION
Understanding the Filipino Lasallian identity
involves embracing the core values of faith,
service, and mission, as exemplified by St.
John Baptist de la Salle. By embodying these
values and graduate attributes, students can
make meaningful contributions to their
communities and fulfill their roles as Lasallian
graduates.
Labarrete, S. F.
De La Salle University-Dasmariñas
MODULE 5.1: PHYSICAL SELF
1.0 BEAUTY AND ITS IMPORTANCE
● Introduction:
This module explores the concept of beauty
and its significance in society. It covers
various aspects, including the psychological,
societal, and evolutionary factors that
influence perceptions of beauty. Additionally, it
discusses the implications of beauty
standards on individuals' mental and
emotional well-being.
● Key info / terminology:
1. Psychological Factors: People's perceptions of
their bodies are influenced by psychological
factors such as self-esteem and mental
disorders like anorexia nervosa, which distort
body image. Societal factors, including
historical beauty ideals, also play a role in
shaping perceptions of beauty.
2. Evolutionary Perspective: Beauty is
considered universal and evolved as an
adaptation to help species survive. Features
such as clean skin, symmetrical faces, and
indicators of health and fertility are universally
considered attractive.
3. Female Beauty: Female beauty is associated
with features indicating youth and fertility,
such as high cheekbones and large eyes.
Cultural influences, such as the use of eye
drops in the past and "big eye contacts" today,
also impact perceptions of beauty.
4. Male Beauty: Male beauty is influenced by
factors such as testosterone levels and facial
features indicating masculinity. Preferences
for certain facial features may vary depending
on factors like ovulation and resource
availability.
5. Cultural Standards: Beauty standards vary
across cultures, with different ideals of
attractiveness and practices such as
scarification and body modification being
considered attractive in some cultures.
6. Impact of Beauty Standards: Unrealistic
beauty standards can lead to low self-esteem,
negative body image, eating disorders, stress,
and anxiety. Anorexia nervosa is cited as an
example of how beauty standards can have
severe consequences on individuals' health
and well-being.
1.1 IMPLICATIONS
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- Awareness and Understanding: Students are
encouraged to critically analyze societal
beauty standards and their impact on
individuals' mental and emotional health.
Understanding the factors influencing
perceptions of beauty can promote empathy
and inclusivity.
- Promoting Healthy Body Image: Educational
institutions should promote body positivity and
self-acceptance by challenging unrealistic
beauty standards and fostering a supportive
environment.
- Media Literacy: Students should develop
media literacy skills to recognize and critique
unrealistic beauty standards perpetuated by
media and advertising. This empowers
individuals to resist harmful beauty ideals and
cultivate a positive self-image.
1.2 CONCLUSION
Beauty is a multifaceted concept influenced by
psychological, societal, and evolutionary
factors. While perceptions of beauty may vary
across cultures, the impact of unrealistic
beauty standards on individuals' well-being is
universal. By understanding the complexities
of beauty and its implications, students can
advocate for inclusivity, promote healthy body
image, and challenge harmful beauty ideals in
society.
2.0 PHYSICAL HEALTH
● Introduction:
This module emphasizes the significance of
physical health beyond just improving one's
appearance. It highlights how maintaining
physical health can prevent diseases, improve
mental well-being, and enhance overall quality
of life.
● Key info / terminology:
1. Prevention of Diseases: Physical health,
including regular exercise and a balanced diet,
plays a crucial role in preventing various
diseases such as stroke, metabolic syndrome,
high blood pressure, type 2 diabetes, and
arthritis.
2. Improvement of Mental Health: Engaging in
regular exercise releases endorphins, which
can uplift mood, increase mental alertness,
and boost energy levels. Additionally, a healthy
diet can help prevent mental health issues like
depression and dementia.
Labarrete, S. F.
De La Salle University-Dasmariñas
3. Enhanced Functionality: Physical health
enables individuals to function effectively in
various aspects of life. Higher energy levels
resulting from exercise allow for increased
productivity at school or work, while reduced
sickness absences contribute to better
attendance and performance. Moreover,
maintaining physical health supports fulfilling
social responsibilities and can improve one's
confidence and energy levels in social and
sexual contexts.
2.1 IMPLICATIONS
- Holistic Health Promotion: Educational
institutions should promote a holistic
approach to health that encompasses both
physical and mental well-being. This involves
encouraging regular exercise, promoting a
balanced diet, and providing resources for
managing stress and improving mental health.
- Creating Supportive Environments: Schools and
workplaces can create environments that
facilitate physical activity and healthy eating
habits. This includes offering fitness facilities,
organizing wellness programs, and promoting
healthy eating options.
- Education and Awareness: Students should be
educated about the importance of physical
health and provided with practical tips for
incorporating exercise and healthy eating into
their daily routines. Increasing awareness
about the link between physical and mental
health can empower individuals to prioritize
their well-being.
2.2 CONCLUSION
Physical health is essential for overall
well-being and quality of life. By preventing
diseases, improving mental health, and
enhancing functionality in various aspects of
life, maintaining physical health contributes
significantly to one's overall health and
happiness. Educational institutions play a
crucial role in promoting physical health and
fostering environments that support healthy
lifestyles.
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 Essentials in Marketing
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS
MODULE 1: INTRODUCTION TO MARKETING, ETHICS AND SOCIAL
RESPONSIBILITY
1.0 INTRODUCTION TO MARKETING
● Introduction:
Marketing encompasses a wide range of
activities and strategies that influence
consumer behavior and purchasing decisions.
Contrary to common misconceptions,
marketing is not solely about advertising or
promoting products; it involves understanding
customer needs, building relationships, and
communicating value effectively. This module
provides insights into the true essence of
marketing and dispels common myths
associated with it.
● Key info / terminology:
1. Misconceptions about Marketing:
A. Myth 1: Marketing is evil.
B. Myth 2: Marketing is only advertising.
C. Myth 3: Marketing is expensive and
exclusive to big companies.
2. Defining Marketing:
A. Marketing is the process of aligning
offerings with customer needs and
communicating value to them.
B. Marketing involves creating and
maintaining customer relationships
through effective communication and
trust-building.
3. Elements of Marketing:
A. Marketing encompasses various
aspects beyond advertising, including
customer service, distribution, and
communication.
B. Any interaction with customers,
whether through advertising or
customer support, constitutes
marketing.
4. The Essence of Marketing:
A. The core of marketing lies in
understanding customer needs and
providing valuable solutions.
B. Building trust and genuine
relationships with customers is
essential for successful marketing.
1.1 IMPLICATIONS
- Holistic Approach: Understanding the
multifaceted nature of marketing enables
individuals and businesses to adopt a
Labarrete, S. F.
De La Salle University-Dasmariñas
comprehensive approach to reach and engage
customers effectively.
- Customer-Centric Focus: Emphasizing
customer needs and preferences guides
marketing strategies, leading to better
alignment between offerings and consumer
expectations.
- Communication and Trust: Effective
communication and trust-building are
fundamental to successful marketing,
fostering long-term relationships and brand
loyalty.
1.2 CONCLUSION
Marketing is a dynamic and multifaceted
discipline that goes beyond mere advertising
and promotion. It involves understanding
customer needs, building relationships, and
communicating value effectively. By dispelling
common myths and embracing the essence of
marketing, individuals and businesses can
develop strategies to engage customers and
drive success in the marketplace.
2.0 MARKETING DEFINED
● Introduction:
Marketing is a multifaceted process that
involves creating, communicating, delivering,
and exchanging offerings of value to
customers. This course explores the role of
marketing in businesses and other
organizations, emphasizing its significance in
identifying, satisfying, and retaining
customers. Through the art of exchange,
marketing facilitates transactions that benefit
both parties and creates value for customers
by addressing their needs and preferences.
● Key info / terminology:
1. Definition of Marketing:
A. Marketing encompasses activities
aimed at creating, communicating,
delivering, and exchanging offerings
that have value for customers.
B. It plays a crucial role in businesses
and other organizations by identifying,
satisfying, and retaining customers.
2. The Art of Exchange:
A. The exchange process involves
customers, products, providers, and
transactions, where both parties seek
to maximize rewards and minimize
costs.
MIDTERMS MARKETING SEM2 PAGE 17
 Essentials in Marketing
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS
B. Marketing creates value by offering
tangible goods, intangible services,
and pricing strategies that meet
customer needs and preferences.
3. Creating Value for Customers:
A. Marketing is responsible for the entire
environment in which value exchange
takes place, including identifying
customer needs, designing products,
communication, and post-purchase
experiences.
B. The ultimate goal of marketing is to
find, satisfy, and retain customers by
creating connections between people
and products.
4. Variability in Marketing Approaches:
A. Marketing strategies vary depending
on organizational goals, industry
dynamics, and resource availability.
B. Effective marketing is not determined
by the size or complexity of the
organization but by its ability to
identify, satisfy, and retain customers.
2.1 IMPLICATIONS
- Strategic Importance: Understanding
marketing fundamentals is essential for
businesses and organizations to effectively
engage customers and achieve their
objectives.
- Customer-Centric Approach: Emphasizing
customer needs and preferences guides
marketing strategies, leading to enhanced
customer satisfaction and loyalty.
- Flexibility in Marketing Strategies: Successful
marketing does not require substantial
financial investments but rather a focus on
addressing customer needs creatively and
efficiently.
2.2 CONCLUSION
Marketing is a dynamic process that involves
various activities aimed at creating value for
customers and facilitating exchanges between
parties. By understanding marketing
fundamentals and adopting customer-centric
approaches, businesses and organizations can
build strong relationships with customers and
drive success in the marketplace.
3.0 MARKETING IN ACTION
Labarrete, S. F.
De La Salle University-Dasmariñas
● Introduction:
Pervasive presence of marketing in daily
activities and environments. It encourages
learners to recognize the various ways
marketing influences their choices, attitudes,
and perceptions. By examining real-world
scenarios and distinguishing between
marketing activities such as advertising,
branding, and sales, participants gain insights
into the multifaceted nature of marketing.
● Key info / terminology:
1. Ubiquity of Marketing:
A. Marketing permeates daily
experiences, from shopping in stores
to browsing the internet or even
glancing through one's closet.
B. It plays a crucial role in identifying,
satisfying, and retaining customers by
connecting them to information,
people, and products.
2. Impact on Consumer Behavior:
A. Learners are challenged to reflect on
how marketing affects their decisions
and influences their attitudes and
perceptions.
B. By recognizing the subtle and overt
tactics employed by marketers,
participants gain a deeper
understanding of their own consumer
behaviors.
3. Differentiating Marketing Activities:
A. The module distinguishes between
various marketing activities, including
advertising, branding, and sales.
B. While advertising draws public
attention to products or messages,
branding focuses on creating unique
identities, and sales involve the actual
exchange of value.
3.1 IMPLICATIONS
- Consumer Awareness: Encouraging learners to
recognize marketing activities fosters greater
consumer awareness and critical thinking
about their purchasing behaviors.
- Strategic Understanding: Distinguishing
between different marketing activities enables
participants to comprehend the multifaceted
strategies employed by marketers to engage
and retain customers.
- Balanced Perspective: By acknowledging the
benefits and potential drawbacks of marketing,
learners develop a balanced perspective on its
MIDTERMS MARKETING SEM2 PAGE 18
 Essentials in Marketing
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS
role in shaping consumer experiences and
perceptions.
3.2 CONCLUSION
Marketing is not confined to traditional
advertising but extends to various activities
aimed at engaging and retaining customers.
By exploring real-world examples and
understanding the distinctions between
marketing components such as advertising,
branding, and sales, participants gain valuable
insights into the multifaceted nature of
marketing in everyday life.
4.0 WHY ETHICS AND SOCIAL
RESPONSIBILITY MATTERS
● Introduction:
This module explores the importance of ethics
and social responsibility in decision-making,
emphasizing their impact on business
outcomes. It highlights the moral imperative of
acting ethically while also underscoring the
positive correlation between ethical behavior
and business success. Through real-world
examples, learners gain insights into the
consequences of ethical and unethical
conduct in the corporate world.
● Key info / terminology:
1. Moral Imperative:
A. Acting ethically is deemed the right
thing to do from a moral standpoint. It
reflects adherence to principles of
fairness, honesty, and integrity.
B. Ethical conduct is not only about
avoiding punishment but also about
upholding moral values and societal
norms.
2. Business Impact:
A. Ethical behavior often translates into
positive business outcomes.
Companies that prioritize ethics tend
to enjoy greater trust from
stakeholders, leading to enhanced
reputation and brand loyalty.
B. Conversely, unethical behavior can
tarnish a company's image, resulting
in financial losses, legal
repercussions, and damage to
long-term viability.
Labarrete, S. F.
De La Salle University-Dasmariñas
4.1 IMPLICATIONS
- Ethical Decision-Making: Encouraging learners
to prioritize ethical considerations fosters a
culture of integrity and accountability within
organizations.
- Business Sustainability: Highlighting the
correlation between ethical behavior and
business success underscores the importance
of integrating ethics into corporate strategies
for long-term sustainability.
- Stakeholder Trust: Emphasizing the impact of
ethical conduct on stakeholder trust
underscores the significance of maintaining
transparent and responsible business
practices.
4.2 CONCLUSION
Ethics and social responsibility are integral to
business success, both from a moral
perspective and a strategic standpoint. By
understanding the implications of ethical
behavior on organizational outcomes, learners
gain a deeper appreciation for the role of
ethics in decision-making and corporate
governance.
5.0 INTRODUCTION TO ETHICAL
MARKETING ISSUES
● Introduction:
This module delves into the ethical and social
responsibility issues that marketing
professionals encounter. Learners will gain
insights into various ethical concerns
prevalent in marketing, such as dishonest
advertising, unfair pricing, and unfair
competitive practices. Through real-world
examples, the module highlights the
challenges of navigating ethical dilemmas in
marketing and emphasizes the importance of
upholding integrity and fairness in business
practices.
● Key info / terminology:
1. Introduction to Ethical Terms:
a. Definitions of ethical terms are
provided to clarify concepts and
terminology related to business ethics.
b. Learners gain an understanding of the
distinction between ethical and
MIDTERMS MARKETING SEM2 PAGE 19
 Essentials in Marketing
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS
unethical behavior, with a focus on
marketing-specific issues.
2. Top Ethical Concerns in Marketing:
a. The module presents a list of the top
eight ethical concerns faced by U.S.
businesses, with a majority being
related to marketing functions.
b. Issues such as dishonest advertising,
unfair pricing, and cheating customers
are explored in detail to highlight their
significance in marketing ethics.
3. Challenges and Considerations:
a. Learners examine the challenges
associated with addressing ethical
issues in marketing, including the
blurred line between ethical and
unethical behavior.
b. The module underscores the
importance of maintaining integrity,
transparency, and fairness in
marketing practices to build trust and
credibility with consumers.
5.1 IMPLICATIONS
- Ethical Awareness: Encouraging learners to
recognize and understand ethical issues in
marketing fosters ethical awareness and
responsible decision-making.
- Consumer Trust: Emphasizing the importance
of ethical marketing practices underscores
their role in building and maintaining
consumer trust and loyalty.
- Organizational Reputation: Highlighting the
impact of unethical behavior on brand
reputation and organizational credibility
reinforces the need for ethical standards in
marketing operations.
5.2 CONCLUSION
Ethical and social responsibility issues are
prevalent in marketing and require careful
consideration and adherence to ethical
principles. By exploring these issues and their
implications, learners gain a deeper
understanding of the ethical challenges
inherent in marketing practices and the
importance of ethical conduct in fostering
consumer trust and organizational success.
6.0 DEFINING ETHICS
Labarrete, S. F.
De La Salle University-Dasmariñas
● Introduction:
This module focuses on understanding ethics
in marketing by examining the ethical
principles that guide behavior in business
transactions. Learners are introduced to the
concept of ethical judgment and its
importance in addressing ethical dilemmas in
marketing. Through interactive simulations,
learners have the opportunity to practice
making ethical decisions in various scenarios,
gaining valuable experience in applying ethical
principles to real-world situations.
● Key info / terminology:
1. Definition of Ethics:
A. Ethics is defined as a set of moral
principles or values that guide
behavior in business and marketing
contexts.
B. Learners understand the significance
of ethical judgment in making
decisions that align with ethical
standards and principles.
2. Expectations in Marketing Transactions:
A. Each party in a marketing transaction
brings a set of expectations regarding
how the business relationship will
exist and how transactions should be
conducted.
B. Examples of consumer expectations,
such as fair treatment, reasonable
pricing, product availability, and
performance, are highlighted to
illustrate common ethical
considerations in marketing
transactions.
3. Ethical Dilemmas:
A. Differences in expectations between
consumers and retailers can lead to
ethical dilemmas that require careful
analysis and consideration.
B. Learners explore ethical questions
arising from discrepancies in
expectations and learn to navigate
complex ethical situations in
marketing.
4. Simulation Practice:
A. Interactive simulations allow learners
to practice making ethical decisions in
various marketing scenarios.
B. Learners have the opportunity to
explore different choices and observe
how they influence the outcome of
each scenario.
MIDTERMS MARKETING SEM2 PAGE 20
 Essentials in Marketing
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS De La Salle University-Dasmariñas

benefit stakeholders beyond

shareholders.
6.1 IMPLICATIONS B. Companies integrate CSR into their
- Ethical Awareness: Engaging in simulated corporate mission and strategy to
ethical scenarios enhances learners' demonstrate commitment to ethical
awareness of ethical considerations in values and social welfare.
marketing and fosters ethical decision-making 2. Stakeholder Engagement:
skills. A. Stakeholders, including employees,
suppliers, partners, and the local
- Critical Thinking: Encouraging learners to community, have a legitimate interest
analyze ethical dilemmas and evaluate in the business and are affected by its
alternative courses of action promotes critical actions.
thinking and problem-solving abilities. B. Companies prioritize stakeholder
engagement by implementing
- Application of Concepts: Interactive initiatives that contribute to social
simulations provide learners with hands-on welfare and address community
experience in applying ethical principles to needs.
real-world marketing situations, reinforcing 3. Examples of CSR Initiatives:
theoretical concepts with practical skills. A. Xerox's Community Involvement
Program encourages employee
volunteerism and community
6.2 CONCLUSION engagement, fostering a sense of
Understanding ethical judgment in marketing loyalty among employees and
is essential for future marketing professionals enhancing the company's reputation.
to navigate ethical dilemmas effectively. B. Anheuser-Busch promotes
Through interactive simulations and responsible drinking through
exploration of consumer expectations, marketing campaigns and programs
learners develop the skills and awareness aimed at reducing drunk driving,
necessary to make ethical decisions in diverse demonstrating a commitment to
marketing contexts. This module serves as a customer safety and community
valuable resource for promoting ethical well-being.
awareness and fostering ethical 4. Benefits of CSR:
decision-making skills in marketing practice. A. Companies that prioritize CSR
initiatives often experience a
competitive advantage, as consumers
7.0 DEFINING ETHICS
increasingly prefer socially responsible
brands.
● Introduction: B. CSR enhances brand reputation,
This module delves into the concept of fosters customer loyalty, and
corporate social responsibility (CSR) and its contributes to long-term business
significance in business ethics. Learners are sustainability and success.
introduced to the proactive approach
companies take to address ethical dilemmas
7.1 IMPLICATIONS
and mitigate risks by prioritizing ethical
behavior and social responsibility. Through - Ethical Leadership: Exploring CSR initiatives
real-world examples, learners explore how encourages learners to recognize the
businesses incorporate CSR initiatives to importance of ethical leadership and corporate
benefit stakeholders and enhance their citizenship in business practice.
competitive advantage.
- Stakeholder Value: Understanding the impact
● Key info / terminology: of CSR on stakeholders highlights the
1. Corporate Social Responsibility (CSR): interconnectedness between business actions
A. CSR refers to the ethical behavior of a and societal welfare, fostering a sense of
company toward society, social responsibility among learners.
encompassing actions taken to

MIDTERMS MARKETING SEM2 PAGE 21

Labarrete, S. F.
 Essentials in Marketing
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS
- Strategic Impact: Integrating CSR into
corporate strategy enables learners to
recognize the strategic benefits of ethical
behavior and social responsibility in enhancing
business performance and competitiveness.
7.2 CONCLUSION
Corporate social responsibility plays a vital
role in shaping ethical business practices and
fostering positive relationships with
stakeholders. Through real-world examples,
this module illustrates how companies
prioritize CSR initiatives to address societal
needs and contribute to community well-being.
By emphasizing the strategic importance of
CSR, learners gain insights into the benefits of
ethical leadership and social responsibility in
driving long-term business success.
MODULE 2: MARKETING FUNCTION
1.0 MARKETING FUNCTION
● Introduction:
This module delves into the importance of
understanding the primary marketing activities
of an organization, drawing parallels between
marketing principles and personal career
development. By likening job seeking to
marketing oneself, learners gain insight into
the essential components of marketing and its
pervasive influence in various aspects of life.
● Key info / terminology:
1. Personal Marketing Analogies:
a. Learners are encouraged to view
themselves as products and
prospective employers as customers,
highlighting the parallels between job
seeking and marketing principles.
b. Understanding one's unique skills,
identifying target employers, and
strategically reaching out to them are
pivotal aspects of personal marketing.
2. Marketing Strategies for Job Seekers:
a. Job seekers are advised to utilize
diverse channels, such as job fairs,
resumes, cover letters, networking
events, and online platforms, to
showcase their capabilities and make
a positive impression on prospective
employers.
b. Negotiating salary and benefits
requires careful consideration to
Labarrete, S. F.
De La Salle University-Dasmariñas
maximize compensation without
jeopardizing the job opportunity.
3. Ubiquity of Marketing:
a. Marketing extends beyond
commercial endeavors to encompass
personal, nonprofit, governmental, and
parental contexts, emphasizing its
pervasive nature in modern life.
b. By gaining a deeper understanding of
marketing principles, learners acquire
valuable skills applicable to various
facets of personal and professional
endeavors.
1.1 IMPLICATIONS
- Personal Development: Exploring personal
marketing analogies empowers learners to
approach job seeking strategically, identifying
and leveraging their unique skills and
attributes to appeal to prospective employers
effectively.
- Marketing Literacy: Understanding the ubiquity
of marketing cultivates marketing literacy
among learners, enabling them to recognize
and apply marketing principles in diverse
contexts, including personal branding and
career advancement.
- Strategic Thinking: Encouraging learners to
adopt marketing strategies fosters strategic
thinking and proactive engagement in personal
and professional pursuits, enhancing their
ability to navigate competitive landscapes and
achieve desired outcomes.
1.2 CONCLUSION
Understanding the fundamentals of marketing
is essential not only for organizational success
but also for personal growth and career
development. By drawing parallels between
marketing principles and personal marketing
strategies, this module equips learners with
valuable insights and skills applicable across
various domains of life. Through an
exploration of marketing's pervasive influence,
learners gain a deeper appreciation for its
significance in modern society and its role in
driving personal and professional success.
2.0 WHY ARE CUSTOMERS IMPORTANT
MIDTERMS MARKETING SEM2 PAGE 22
 Essentials in Marketing
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS De La Salle University-Dasmariñas

● Introduction: - Strategic Alignment: Understanding the

This module explores the pivotal role of significance of customer orientation enables
customer orientation in marketing, learners to align organizational strategies with
emphasizing its impact on organizational customer needs, fostering long-term
success and profitability. Through case sustainability and profitability.
studies and historical examples, learners gain
insights into the consequences of neglecting - Adaptability: Recognizing the evolving nature
customer needs and the benefits of adopting a of customer preferences empowers
marketing-oriented approach. organizations to adapt their marketing
strategies and product offerings to remain
● Key info / terminology: relevant in dynamic markets.
1. Customer-Centric Philosophy:
A. The module highlights the importance - Customer Satisfaction: Prioritizing customer
of understanding and meeting satisfaction as a core organizational objective
customer preferences through a fosters product innovation, process
marketing orientation, focusing on improvement, and enhanced customer
delivering value effectively and relationships, driving business success.
efficiently.
B. Historical approaches such as the
2.2 CONCLUSION
production and selling concepts are
contrasted with the customer-oriented Customer orientation is fundamental to
marketing philosophy, which organizational success, shaping marketing
prioritizes customer satisfaction and strategies, product development, and
sustainability. customer relationships. By examining case
2. Case Studies: studies and historical examples, this module
A. The Coca-Cola New Coke debacle underscores the importance of understanding
serves as a cautionary tale, illustrating and meeting customer needs in driving
the consequences of misinterpreting business profitability and sustainability.
customer preferences and failing to Through proactive information gathering and
align product offerings with market effective communication channels,
demands. organizations can cultivate a customer-centric
B. Toyota's emphasis on customer culture that fosters growth and competitive
satisfaction over market share advantage in dynamic market environments.
exemplifies the success of a
marketing-oriented strategy, 3.0 INTRODUCTION TO SEGMENTATION
emphasizing the correlation between & TARGETING; DEFINING YOUR
customer-centric practices and MARKET
organizational profitability.
3. Challenges and Solutions:
● Introduction:
A. Businesses that prioritize production
This module introduces learners to the
or sales over customer needs risk
concepts of segmentation and targeting in
losing competitiveness in dynamic
marketing, emphasizing their significance in
markets, highlighting the importance
effectively reaching and communicating with
of staying attuned to evolving
potential customers. Through practical
customer preferences.
examples and step-by-step guidelines, learners
B. Effective customer orientation
gain insights into the process of defining
involves continuous information
target markets and conducting research to
gathering, interdepartmental
validate market opportunities.
collaboration, and proactive
communication channels to meet
customer expectations and maintain a ● Key info / terminology:
competitive edge. 1. Segmentation and Targeting Overview:
a. Segmentation involves breaking down
the total market into smaller,
2.1 IMPLICATIONS homogeneous groups based on

MIDTERMS MARKETING SEM2 PAGE 23

Labarrete, S. F.
 Essentials in Marketing
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS
common characteristics, needs, or
behaviors.
b. Targeting focuses on identifying the
most promising customer segments
and customizing marketing efforts to
meet their specific needs and
preferences.
2. Defining the Target Market:
a. Businesses must clearly define the
needs they address and identify their
target audience based on factors such
as demographics, behavior, and
psychographics.
b. Segmenting the market allows
businesses to identify niche markets
with the highest potential for
profitability and customer
engagement.
3. Customer Profiling:
a. Developing detailed profiles of target
customers helps businesses
understand their preferences,
behaviors, and purchasing patterns.
b. Customer profiles encompass various
dimensions, including social,
behavioral, psychographic, geographic,
and demographic factors.
4. Market Research and Validation:
a. Conducting thorough market research
validates the identified target market
and assesses the size of the market
opportunity.
b. Utilizing primary and secondary
sources, businesses gather data on
customer preferences, competitor
landscape, and market potential to
inform strategic decision-making.
3.1 IMPLICATIONS
- Strategic Planning: Understanding
segmentation and targeting enables
businesses to tailor marketing strategies to
specific customer segments, maximizing
relevance and effectiveness.
- Market Opportunity Assessment: Conducting
comprehensive market research validates
market opportunities and informs resource
allocation decisions, mitigating the risk of
entering unprofitable markets.
- Customer-Centric Approach: Customer
profiling fosters a deeper understanding of
target audiences, facilitating the development
Labarrete, S. F.
De La Salle University-Dasmariñas
of tailored products, services, and marketing
campaigns that resonate with customers.
3.2 CONCLUSION
Segmentation and targeting are essential
components of effective marketing strategies,
enabling businesses to identify and engage
with their most valuable customer segments.
By defining target markets, profiling
customers, and conducting thorough market
research, organizations can optimize resource
allocation and enhance customer satisfaction.
This module equips learners with practical
tools and guidelines for identifying market
opportunities and developing customer-centric
marketing plans to drive business growth and
success.
4.0 INTRODUCTION TO VALUE
PROPOSITION; VALUE FOR THE
COSTUMER
● Introduction:
This module delves into the concept of the
value proposition in marketing, emphasizing
its importance in communicating an
organization's offerings effectively in a
competitive marketplace. Learners are guided
through understanding the concept of value,
distinguishing it from price, and recognizing
the role of competitors in shaping perceived
value.
● Key info / terminology:
1. Understanding Value:
A. Value represents the benefit gained
from a product or service relative to its
cost. It encompasses customers'
perceptions of benefits and costs and
varies for each individual.
B. Value creation involves aligning
offerings with the wants and needs of
target customers, thereby enhancing
their satisfaction and willingness to
engage.
2. Value vs. Price:
A. While price influences value
perception, it is not the sole
determinant. Other factors, such as
brand reputation, convenience, and
personal preferences, also contribute
to perceived value.
B. Marketers must consider various
dimensions of value, including
MIDTERMS MARKETING SEM2 PAGE 24
 Essentials in Marketing
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS
financial, emotional, and functional
aspects, to effectively position their
offerings in the marketplace.
3. Competitive Dynamics:
A. Competitors and substitutes shape
customers' perceptions of value by
offering alternative solutions to their
needs and preferences.
B. Marketers must identify and optimize
the unique value propositions of their
offerings to differentiate them from
competitors and substitutes, thereby
gaining a competitive advantage.
4. Creating Competitive Advantage:
A. Competitive advantage arises when an
organization's offerings provide
greater value to customers compared
to competitors' offerings.
B. Organizations strive to develop
distinctive competencies, strategies,
or assets that enable them to
outperform competitors and deliver
superior value to customers.
4.1 IMPLICATIONS
- Value-Centric Marketing: Emphasizing value
proposition enables organizations to tailor
their offerings to meet customers' evolving
needs and preferences, fostering long-term
customer relationships and loyalty.
- Competitive Positioning: Understanding
competitive dynamics helps marketers identify
opportunities for differentiation and
innovation, allowing them to stand out in
crowded marketplaces and attract target
customers effectively.
- Strategic Differentiation: By leveraging unique
strengths and capabilities, organizations can
create sustainable competitive advantages
that position them as leaders in their
respective industries, driving growth and
profitability.
4.2 CONCLUSION
The value proposition is a fundamental
concept in marketing, guiding organizations in
effectively communicating the benefits of their
offerings to target customers. By
understanding customers' perceptions of
value, distinguishing offerings from
competitors, and creating unique value
Labarrete, S. F.
De La Salle University-Dasmariñas
propositions, organizations can gain a
competitive edge and achieve long-term
success in the marketplace. This module
equips learners with essential insights and
strategies for developing compelling value
propositions that resonate with customers and
drive business growth.
5.0 COMMUNICATING THE VALUE
PROPOSITION
● Introduction:
This module explores the concept of the value
proposition in marketing, emphasizing its role
in succinctly communicating the unique
benefits of a product or service to potential
customers. Learners are guided through the
process of creating an effective value
proposition that is clear, compelling, and
differentiating.
● Key info / terminology:
1. Definition of Value Proposition:
A. A value proposition is a concise
statement that summarizes why a
consumer should choose a particular
product or service over alternatives.
B. It aims to convince potential
customers that the offering will
provide more value or better solve
their problem compared to similar
offerings in the market.
2. Components of a Value Proposition:
A. The value proposition should address
three key components: Who (target
buyer), What (offering), and Why
(unique value).
B. It must clearly demonstrate the value
proposition to the target buyer and
differentiate the offering from
competitors.
3. Creating an Effective Value Proposition:
A. Effective value propositions are clear,
compelling, and differentiating.
B. They should be concise, immediately
identifying both the offering and its
value or benefit to the buyer.
C. The value proposition must motivate
the buyer to take action and set the
offering apart from competitors.
5.1 IMPLICATIONS
MIDTERMS MARKETING SEM2 PAGE 25
 Essentials in Marketing
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS De La Salle University-Dasmariñas

- Clarity and Focus: Crafting a clear and focused

value proposition helps marketers
communicate the unique benefits of their
offering to potential customers, enhancing
their understanding and perception of value.

- Motivating Action: A compelling value

proposition motivates buyers to act by
highlighting the specific benefits and
advantages of the offering, increasing their
likelihood of making a purchase decision.

- Competitive Differentiation: By emphasizing

what sets the offering apart from competitors,
a differentiated value proposition helps
position the product or service as a preferred
choice in the market, driving customer
preference and loyalty.

5.2 CONCLUSION
Communicating the value proposition
effectively is crucial for attracting and
persuading potential customers in a
competitive marketplace. By crafting clear,
compelling, and differentiating value
propositions, marketers can effectively convey
the unique benefits of their offering and
motivate buyers to take action. This module
equips learners with essential strategies for
creating impactful value propositions that
resonate with target customers and drive
business succes

MIDTERMS MARKETING SEM2 PAGE 26

Labarrete, S. F.
 Buhay at Akda ni Rizal
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS De La Salle University-Dasmariñas

BATAS RIZAL RA 1425: ANG BATAS RIZAL - Sa layuning ito, kanyang isinulong ang
sapilitang pag-aaral sa buhay at mga sinulat ni
1.0 RA 1425: BATAS RIZAL
Dr. Jose Rizal sa mga magaaral ng kolehiyo.

● AN ACT TO INCLUDE IN THE CURRICULA OF "...the reading of Rizal's novels would strengthen the
ALL PUBLIC AND PRIVATE SCHOOLS, Filipinism of the youth and foster patriotism". - C. M.
COLLEGES AND UNIVERSITIES COURSES ON Recto
THE LIFE, WORKS AND WRITINGS OF JOSE
RIZAL, PARTICULARLY HIS NOVELS NOLI ME "We, too, can prosper, as other nations which have
TANGERE AND EL FILIBUSTERISMO become free and have known how to rely on
AUTHORIZING THE PRINTING AND themselves with dignity and self-respect have
DISTRIBUTION THEREOF AND FOR OTHER prospered. Our people deserve a better fate, a destiny
PURPOSES realized in happiness and freedom..." - C. M. Recto

● Pagbabalik Tanaw
2.2 JOSE P. LAUREL
a. Sa bisa ng R. A. 1425 (Batas Rizal),
mahigit 67 taon nang kinukuha ng - Inihapag sa Senado ni Sen. Jose P. Laurel ang
mga mag-aaral sa kolehiyo ang isang panukalang batas (Senate Bill 438) na
kursong tumatalakay sa buhay at mga naglalayong pag-aralan ang buhay at mga
akda ni Jose Rizal. akda ni Jose Rizal noong Abril 17, 1956.

b. Mahalagang balikan ang konteksto ng - Si Sen. Laurel bilang Tagapangulo ng Senate

pagpapanukala at ang mga naging Committee on Education ang naghapag nito,
kaakibat na isyu sa pagsusulong nito. subalit ang orihinal na panukala ay inakda ni
Sen. Claro M. Recto.
2.0 ANG PILIPINAS MATAPOS ANG
IKALAWANG DIGMAANG
PANDAIGDIG 2.2 SENATE BILL 438
- An Act to make Noli Me Tangere and El
● Pagbabalik Tanaw Filibusterismo compulsory reading matter in
a. Nagpatuloy ang dominasyon ng all public and private colleges and universities
Estados Unidos sa Pilipinas partikular and for other purposes.
na sa aspetong pampulitika,
pangmilitar at pangekonomiya. - Ang panukalang ito ay tumanggap ng
maraming mga pagbatikos mula sa mga
b. Patuloy na pakikibaka ng mga Pilipino Katolikong Senador.
para sa tunay at ganap na
pagbabagong Panlipunan Ilan sa mga ito ay sina:
1. Sen. Decoroso Rosales
2. Sen. Mariano Cuenco
2.1 SEN. CLARO M. RECTO 3. Sen. Francisco Rodrigo
- Ang mga pagbatikos ng mga
- Sa gitna ng mga panlipunang suliraning ito,
senador na ito ang
isang makabayang Pilipino ang pumagitna at
nagbigay-daan para sa mga
naghain ng akmang solusyon.
debate sa pagitan ng mga
laban at pumapabor dito.
- Itinuturing si Sen. Claro M. Recto na mahigpit
na oposisyon sa mga polisiyang isinulong nina
Si Claro M. Recto bilang orihinal na may- akda
Pang. Elpidio Quirino at Pang. Ramon
ng panukala ang siyang buong-giting na
Magsaysay.
nagdepensa sa kahalagahan ng panukala para
sa mas malalim na pagkakilala sa pagiging
- Maalam sa mga akda at buhay ni Rizal,
Pilipino at pagmamahal sa bayan.
naniniwala si Claro M. Recto na integral sa
pagmamahal sa bayan ang pag-aaral sa mga
dakilang gawa ng ating Pambansang Bayani. 2.2 CAM: CATHOLIC ACTION OF MANILA

MIDTERMS RIZAL SEM2 PAGE 27

Labarrete, S. F.
 Buhay at Akda ni Rizal
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS
Maliban sa mga nabanggit na Senador, ang
Catholic Action of Manila (CAM) ang isa sa
mga pangunahing organisasyon na naglunsad
ng mga kampanya laban sa panukala:
1. Ang kanilang opisyal na pahayagan,
Sentinel ay inilabas na araw-araw sa
halip na isang beses lamang sa isang
linggo at;
2. 2. Hinikayat ang mga Katoliko na
sumulat sa mga Senador at
Kongresman na ibasura ang Batas
Rizal.
2.3 MGA PAHAYAG LABAN SA
PANUKALANG BATAS RIZAL
"Compulsion to read something against one's
religious convictions was no different from a
requirement to salute the flag, which according
to the latest decision on the matter by the US
Supreme Court, was an impairment both of
freedom of speech and freedom of religion."
-Principal argument of Senators Rodrigo,
Rosales, and Cuenco.
"A vast majority of our people are at the same
time Catholics and Filipino citizens. As such,
they have two great loves: their country and
their faith.These two loves are not conflicting
loves. They are harmonious affections, like the
love of a child for his father and for his mother.
"This is the basis of my stand. Let us not create
a conflict between nationalism and religion;
between the government and the church."
- Senator Francisco Rodrigo
Rizal's novels "belong to the past '' and it would
be "harmful" to read them because they
presented a "false picture" of conditions in the
country at that time. Noli Me Tangere is an
"attack on the clergy" and its object was to "put
to ridicule the Catholic faith." The novel was not
really patriotic because out of 333 pages, only
25 contained patriotic passages while 120
were devoted to anti-Catholic attack.
-Fr. Jesus Cavanna
(speaker on the symposium organized by
CAM)
"Since some parts of the novels had been
declared "objectionable matter" by the
Labarrete, S. F.
De La Salle University-Dasmariñas
hierarchy, Catholics had the right to refuse to
read them so as not to "endanger their
salvation."
- Jesus Paredes (Radio Commentor)
"The bill was Recto's revenge against the
Catholic voters who, together with Magsaysay,
were responsible for his poor showing in the
1955 senatorial elections."
- Narciso Pimentel Jr. (Radio commentator)
2.4 ORIGINAL TEXT
An Act to make Noli Me Tangere and El
Filibusterismo compulsory reading matter in
all public and private colleges and universities
and for other purposes.
Malinaw na tinanggal ni Sen. Laurel ang ideya
ng "sapilitan" (compulsion).
Marami pa rin ang umasa na hindi ito
maaprobahan (kabilang na si Cong. Miguel
Cuenco) ngunit nabigo ang mga ito,
sapagkat...
- Senado: Naipasa ang batas na 23
senador ang pabor (Panukalang Batas
bilang 438)
- Mababang Kapulungan ng Kongreso:
71 ang pabor; 9 ang hindi pabor; 2
nagpasyang di bumoto (Panukalang
Batas bilang 5564)
- Ang pinagsamang PB 438 at PB 5564
ay naging Batas Pambansa bilang
1425.
- Nilagdaan ang panukalang batas ng
dating Pangulong Ramon Magsaysay
at naging Republic Act 1425 noong
Hunyo 12, 1956 na mas lalong popular
sa tawag na BATAS RIZAL
2.4 REVISED TEXT
"An Act to include in the curricula of all public
and private schools, colleges and universities
courses on the life, works and writings of Jose
Rizal, particularly his novels Noli Me Tangere
and El Filibusterismo, authorizing the printing
and distribution, thereof, and for other
MIDTERMS RIZAL SEM2 PAGE 28
 Buhay at Akda ni Rizal
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS De La Salle University-Dasmariñas

purposes." ang kalakalan nagkaroon ng

panahon ang mga kastila na
PAGBABAGO SA LIPUNAN asikasuhin ang kanikaniyang
lalawigan.
3.0 19 NA SIGLO PAGBABAGO
PANG-EKONOMIYA AT PANLIPUNAN
● ANDRES DE URDANETA
- Noong 1565, si Andres de Urdaneta ay
● Pagbabalik Tanaw: naglayag mula Cebu papuntang
Acapulco at dito niya natuklasan ang
● JOSE RIZAL ruta mula sa Karagatang Pasipiko
- Si Jose Rizal ay naisilang noong ika-19 papuntang Mexico.
dantaon.
- Pilipinas na nakasaksi ng malawakang ● SUEZ CANAL
pagbabagong pang-ekonomiya, - Ito ay isang artipisyal o likha ng tao na
panlipunan at pampolitika. daanan ng mga barko at iba't iba pang
uri ng sasakyang pangdagat.
● PAGBABAGO SA EKONOMIYA
1. Rebolusyong Industriyal- nagsimula sa ● Ilustrado o “Nanliwanagan”
Hilagang Europa a. Mula gitnang uri. Mga nakapag aral sa
2. Nagbunsod sa mga Kastila na buksan Europa.
ang Pilipinas sa kalakalang pandaidig. b. Mga Pilipino na nagsulong ng
repormao pagbabago
● KALAKALANG GALYON
- Ang monopolyong kalakalang ● Gitnang Uri
ipinatupad ng pamahalaang Espanyol - Maraming mga Pilipino ang yumaman
sa Maynila at sa Acapulco ay tinawag dahil sa pagtatanim at
na Kálakaláng Galeón. pakikipagkalakalan.

- Nailuluwas ng Galyon sa Maynila ang

3.1 PAGBUBUKAS NG PILIPINAS SA
mga mamahaling bagay tulad ng mga
kasangkapan, porselana bulak at pilak. KALAKALANG PANDAIGDIG
- Sa pagbubukas ng pilipinas sa kalakalang
- Nagbigay-daan din ang daanan sa pandaigdig 1869 ay lalo pang nagpabilis sa
pagbabago at pagbabahagi ng kultura pagpasok sa bansa ng:
na nakahubog sa pagkakakilanlan ng
dalawang bansa. a. mga kaisipang liberal tulad ng
kalayaan,
● MONOPOLYONG KALAKALAN b. pagkakapantay-pantay, kapayapaan,
- Sistemang pangangalakal kung saan c. at nagpamulat sa maraming Pilipino
tanging nag-iisang korporasyonang sa kanilang karapatan.
nagtitinda ng isang produkto.

- Hindi nakabuti sa Pilipinas ang 3.2 PAGBABAGONG NAIDULOT SA BUHAY

monopolyong kalakalan: NG MGA PILIPINO TULAD NG MGA
PANDAIGDIGANG KALAKAN
a. Nasalanta ang kabuhayan ng
- Nakilala ang Pilipinas bilang top exporter ng
mga Pilipino dahil sa pagiging
ilang produkto tulad ng abaka, tabako, at tubo.
pabaya ng mga pinunong
- Napabilis ang transportasyon para sa maayos
kastila.
na pagdadala ng mga produkto sa mga iba't
b. Tanging mga kastila lamang
ibang lugar ng bansa.
ang nakinabang at kumita sa
- Dumami ang mga bangkong nagpapautang sa
kalakalang galyon.
mga negosyanteng Pilipino sa Maynila.
Napabayaan ang
- Napabilis ang paglalakbay at palitan ng
pangangalaga sa mga
produkto sa ibang bansa.
lalawigan, kaya nang maputol

MIDTERMS RIZAL SEM2 PAGE 29

Labarrete, S. F.
 Buhay at Akda ni Rizal
S.Y. ‘23 - ‘24 | SEM 2 | MIDTERMS De La Salle University-Dasmariñas

- Nakatulong sa pag angat ng pamumuhay ng - magandang asal

mga Pilipino.

Mga Batang Babae:

3.3 PAGBABAGONG PANLIPUNAN
1. Paano kinontrol ng mga prayle and edukasyon - Nagbuburda,
2. Ang pagdami ng mga mestisong tsino at - Panggagantsilyo
Inquilino sa Pilipinas - Pagluluto
- hiyograpiya,
"Ang mga layunin at pakay ng buong paraan ng - kasaysayan ng Espanya.
edukasyon ay maliwanag na itanim at ipilit sa
isip ang kabutihan sa pamamagitan ng
3.4 PAARALANG PINAMAHALAAN NG MGA
disiplinang panrelihiyon, at isalin ang
karunungan at bagay bagay na nahihingil sa
KURA
mundo at kalikasan, na ipinalalagay nilang ● Unibersidad ng San Ignacio
lumilipas at di-palagian, sa mga bagay na - 1589 ng mga paring Heswita
nauukol sa buhay na walang hanggan at sa
kahanga hangang bagay ng kabilang daigdig". ● Colegio de Nuestra Señora del Santisimo
Rosario
− Ayon kay Rafael Palma, naging Pangulo ng - 1611 ng mga prayleng Dominikano
Universidad ng Pilipinas, sa aklat ni Teodoro
Agoncillo ● Pope Innocent X
- naiangat ang antas ng Colegio at
naging Universidad
3 G's na naging layunin ng mga Espanyol sa
pananakop: ● Colegio de Santo Tomas
- 1645 sa alala ng Dominikanong si
1. GOD Thomas Aquainas
2. GOLD
3. GLORY
Kalupitan ng mga Pari
A
Paaralang pinamahalaan ng mga Kura:

- Relihiyon, kastila, pagsulat, pagbasa,

pagbilang, musika at paghahanap
buhay.
- Paaralang sekundarya at kolehiyo
- Santa Potenciana: Kauna-unahang
kolehiyo para sa mga babae na
naitatag noong 1594.
- Paaralang Normal: Naitatag noong
1865 para sa babae't lalake.
- Paaralang-Bayan

Mga Batang Lalaki:

- Kasaysayan ng Espanya,
- Hiyograpiya,
- Pagsasaka,
- aritmetika,
- doktrina kristiyana,
- Pagsulat,
- pag awit

MIDTERMS RIZAL SEM2 PAGE 30

Labarrete, S. F.