1

PRINCIPLES OF MARKETING
MK1
Professor : Jennifer I. Malabrigo
E-mail : ironswordlady@gmail.com
Facebook : Jenny Malabrigo
Contact nos. :09331138053/09063055203
 Agenda
2

 Introductions
 Icebreaker
 Course overview
 Introduction to Marketing
 Introductions
3

 About your instructor

 Graduated at Far Eastern University

B.S. Commerce – Major in Management, 1996

Master in Business Administration (MBA), 2012
 Full-Time Job

FEU-NRMF Medical Center – (Healthcare Services)

Assistant to the Medical Director
Coordinator, Health Professions Education Unit
 Part-Time Job

Faculty, Buy and Sell, Online Freelancer, Researcher,

Business Consultant, E-Loading, etc..
 Course Overview
4

Course Title : MK 1- Principles of Marketing

Course Credit : 3 Units
Class Schedules : Saturday ,7:30-10:30, Rm. 403, HRTMII

Course Description : This is an introductory course in Marketing.

It examines the role of Marketing in our society and within
the organization. A study that builds on the evolution of
modern management toward a marketing-oriented view of
business; stressing the underlying principle of the “marketing
concept”; and integrating concepts in relation to consumer
needs, marketing information, product development, pricing,
distribution, selling, advertising and promotions.
 Learning Outcomes
5

At the end of the course, students should be acquire and develop:

 An understanding of basic marketing concepts
 An awareness of marketing activities that touch their daily lives.
 Integrating the concepts/techniques learned through application
in the preparation of a comprehensive marketing plan.
 Communication skills that are required in a business
environment
 Cooperative learning skills by working together in groups to
solve problems
 Appreciate and learn more about Marketing as a career.
 References
6

Textbook
 Principles of Marketing, Philip Kotler and Gary

Armstrong, 14th Edition

 Classroom Rules
7

 Used of cell phones are prohibited in class.

 Attendance is expected and required. If you have to miss a class, be sure to
alert me. It will be your responsibility to obtain class notes and/or handouts.
Absences will decrease your grades and an excessive number will have a
major impact on it. If you come to class after checking the attendance, it is
YOUR responsibility to make sure that I marked you as present.
 You are expected to be in class on time, prepared to discuss the material
assigned to you and participate in the discussion
 A notebook, paper and a writing tool (pen/Pencil) to be brought always
 Quizzes/Assignments/Activities will be given from time to time. Follow
instructions and submit it on the required date.
 Grading System
8

 Grading System:
Prelims = 30%
Midterms = 30%
Finals = 40%
Coverage:
 Major Exams/ Quizzes/ Recitations = 60%
 Research Project/Presentations/ Assignments = 25%
 Attendance = 15%
Get your money worth. Attend, participate, learn and grow! Challenge yourself. We will learn a good deal from
each other. Always remember to put God first in everything we do and He will crown us success
 Course Topics
9

1. Introduction to Marketing - Buying Motives, Branding, Associations, Logos

and Strategic Partnerships.
2. Target Markets – Type of markets and characteristics that market have in
common as well as how customers are differentiated based on factors.
3. Product Strategy – Elements of a product/service’s product strategy
4. Place Strategy – Elements of a product/service’s place strategy
5. Price Strategy – Elements of a product/service’s price strategy
6. Promotion Strategy - Elements of a product/service’s price strategy
7. Market Research – Identifying of a problem – combined with the design,
collection and analysis of market research for the evaluation of potential
recommendations and solutions
8. Marketing Plans – Principles of creating marketing plans
9. Marketing of you – Your image and personal brand
10. Presentation of Marketing Plan
 Group Activity: Follow a Product
10

 Individually, choose a product that you are a fan of and write

about it each Activity related to the aspect of marketing.
Activity 1 – Branding, Motives
Activity 2 – Target Market
Activity 3 – Product Strategy
Activity 4 - Place Strategy
Activity 5 – Pricing Strategy
Activity 6 – Promotional Strategy
Activity 7 – Summary
Activity 8 onwards – Market research for marketing
plan presentations following given guidelines.
 Expectations
11

What I expect of you

 Attendance. I expect you to attend every class.

 Participation in all activities. Strongly

encouraged
 Study

What to expect from me

 Lecture notes will be provided

 Exams will be based on lecture notes; so even

if we don’t review it in the lecture, if it is in

the notes provided, it is fair game
 12

QUESTIONS?
INTRODUCTION - Students

 Your name?
 Something of interest about yourself?
 What do I expect to you from this course?
 What do you love or hate about marketing? Why?

Marketing Activity 1 – What is Marketing?

Briefly answers each questions following the
instructions on the given activity 1.