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SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY General Luna Road, Baguio City UB VISION In pursuit of perfection, the University of Baguio is committed to provide balanced quality education by nurturing academic excellence, relevant social skills and ethical values in a fun-learning environment. UB MISSION The University of Baguio educates individuals to be empowered professionals in a global community. INSTITUTIONAL OBJECTIVES (REVISED 2011) The University of Baguio aims to produce a graduate who: 1. exemplifies a higher standard of learning; 2. manifests the mastery of relevant skills; 3. upholds a conduct that is rightful and just; 4. undertakes scientific and significant researches; 5. advocates sustainable programs for the community and the environment; and 6. leads and demonstrates exemplary performance in the field of specialization. Course Number: Course Description: BMKTNG1 (3units) Principles of Makerting Effectivity: 1st Semester, SY 2014-2015 Date Revised: June 30, 2014 Page 1 of 11 SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY General Luna Road, Baguio City SCHOOL MISSION The School of Business Administration and Accountancy edifies competitive and morally upright individuals. SCHOOL OBJECTIVES (REVISED 2011) The School of Business Administration and Accountancy, in an exuberant learning climate, aims to nurture a business graduate who: 1. cultivates the knowledge, that is imperative for career success in a globalized setting; 2. demonstrates relevant skills; 3. utilizes macro-environmental acumen for economic growth and development; 4. typifies professional integrity with humility; 5. undertakes researches to promote systematic bases for business decisions; and 6. models exemplary performance in business. CORE VALUES 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Professional Ethics Integrity Objectivity and Independence Professional Competence and Due Care Confidentiality Professional Behavior Fairness Transparency Accountability Hard Work Honesty Patience Diligence Innovativeness Risk-taking Course Number: Course Description: BMKTNG1 (3 UNITS) Principles of Makerting Effectivity: 1st Semester, SY 2014-2015 Date Revised: June 30, 2014 Page 2 of 11 1. Program Learning Outcomes (PLO) vis a vis Program Objectives Program Learning Outcomes P1 P2 SCHOOL OBJECTIVES P3 P4 P5 P6 1. Students graduate to become professionals imbued with high moral/ ethical standards 2. Graduates are highly competitive with their acquired knowledge, skills and values in the practice of their profession. 3. Graduates are confident of their academic and industry preparations and the entry competencies learned to tackle the rigors of the business world. 4. Students can carry out researches that can be utilized in the community and in the business profession. 5. Students recognize their responsibility and accountability as professionals and as workers in the community. 6. Students become aware of and strive for their physical, mental and spiritual well-being. 7. Students are prepared to meet the needs and demands of global employment without losing the Filipino spirit. 8. Students become aware of their responsibility to the environment and participate actively in environmental programs. 2. Course Objectives vis-a-vis Program Learning Outcomes Course Learning Objectives (CLO) 01 02 PROGRAM LEARNING OUTCOMES 03 04 05 06 07 Cognitive: C1 Define and explain the principles of marketing C2 Understand how marketing is related to other business functions and its importance to the success of the business entity C3 Be able to identify, understand, and apply basic marketing concepts to solving marketing challenges C4 Understand good marketing practices and techniques and how to apply them Affective: C5 Recognize the need to study the principles of marketing C6 Manifest concern on issues involving marketing C7 Appreciate the importance of the Ps of marketing to the organization C8 Cultivate the values of self-discipline, resourcefulness, honesty and integrity Psychomotor: C9 Articulate the different concepts and practices in the field of marketing C10 Design a sound integrated marketing communication plan C11 Analyze marketing problems and create probable solutions C12 Research and report on different issues, trends and recent developments in the field of business marketing both in the Philippines and global setting Course Number: Course Description: BMKTNG1 (3 UNITS) Principles of Makerting Effectivity: 1st Semester, SY 2014-2015 Date Revised: June 30, 2014 Page 3 of 11 08 Course Description The course covers the concepts, theories, principles and practices of Marketing for students to understand marketing and its processes. It also covers important activities and tasks like analyzing market opportunities, undertaking basic market research and segmenting the market. Pre-requisite/s: None Co-requisite/s: None Course Number: Course Description: BMKTNG1 (3 UNITS) Principles of Makerting Effectivity: 1st Semester, SY 2014-2015 Date Revised: June 30, 2014 Page 4 of 11 I. DETAILED COURSE OUTLINE: Session Learning Objectives/Goals (SLO/G) To internalize course content and be able to know subject requirements To be able to understand the meaning of terms essential in marketing; and realize the importance and understand the applications of social responsibility. To recognize the importance of the environment to company operations; and understand the meaning and relevance of SWOT analysis To be able to understand how to effectively target customers. To be able to know the meaning of product and classify consumer Content Topic Course Syllabus VMO Seat Plan Leveling of Expectations Outcomes Based Methodologies/Strategies & Approaches Lecture - Discussion Class interaction First Grading Coverage A. Marketing: An Overview Needs, Wants and Demands Products Value, Satisfaction and Quality Exchange, Transactions and Relationships Markets The Marketing Mix Marketing Management Social Responsibility Marketing Lecture – Discussion Interview B. Marketing Environment and SWOT Analysis The Microenvironment The Macroenvironment The SWOT Analysis Lecture – Discussion Case studies Interview C. Consumer Behavior Interpersonal Determinants of Consumer Behavior Personal Determinants of Consumer Behavior Lecture – Discussion Interview Research D. Product Classification of Products Lecture – Discussion Case studies Course Number: Course Description: BMKTNG1 (3 UNITS) Principles of Makerting Effectivity: 1st Semester, SY 2014-2015 Learning Outcomes To be able to prepare materials for learning and become responsible students To be able to explain the different core marketing concepts; and the marketing management philosophies To distinguish between the two types of business environment, and which characteristic form the company’s strengths, weaknesses, opportunities and threats. To effectively provide customer needs and wants and become successful marketer Define the characteristic of Date Revised: June 30, 2014 Time Allotment Values Evaluative Measures 1 hour Professional Behavior Recitation 4 hours Integrity Assignment Quizzes Recitation 4 hours Professional competence and due care Group dynamics Case studies Quizzes 2 hours Professional competence and due care Assignment Quizzes Recitation Internet/library research 5 hours Page 5 of 11 goods and industrial goods Understand the product life cycle The New Product Development Process The Product Mix Product Mix Strategies Managing Multiple Products and Lines The Product Life Cycle Extending the Product Life Cycle consumer and industrial goods Innovativeness Quizzes Group dynamics Determine the marketing consideration for consumer and industrial goods Discuss the stages of product life cycle First Grading Examination To differentiate a brand from trademark; and packaging from labeling To understand how internal and external factors affect price To understand the price-quality matrix and determine various pricing approaches Midterm Coverage Brands and Trademarks Brand Name vs Brand Mark Trade Dress Characteristics of Good Brand Names Brand Equity Brand Loyalty Types of Brands Packaging Functions of Packaging Labeling E. Price Price, defined Price vs. Value Importance of Price Pricing Objectives Factors Affecting the Price Decision Internal and External Factors Type of Costs Price Elasticity of Demand Effect of Demand Elasticity to Pricing Decisions F. Pricing Approaches New-Product Pricing Strategies Cost-Based Pricing Strategies Competition-Based Pricing Strategies Product-Mix Pricing Strategies Course Number: Course Description: BMKTNG1 (3 UNITS) Principles of Makerting 2 hrs Subtotal: 18 hrs Lecture – Discussion Oral Presentation Lecture – Discussion Reporting Lecture – Discussion Problem solving Effectivity: 1st Semester, SY 2014-2015 To be able to discuss the functions of packaging and labeling. To be able to compare and contrast brand and trademark Identify and explain the internal and external factors to considered in devising a company’s pricing structure Identify the major consideration in setting price 4 hours Professional competence and due care 4 hours 4 hours Risk-taking Fairness Innovativeness Identify and define Date Revised: June 30, 2014 Page 6 of 11 Oral presentation Quizzes Assignment Case analysis Assignment Quizzes Recitation Assignment Internet/library research Quizzes Define place/distribution, retailing, wholesaling and be able to identify aspects that are essential to this terms Define promotion and determine its five elements Define advertising and identify its four features Understand the role of publicity as a tool of public relations Price-Adjustment Strategies Psychological, Promotional and Geographical Pricing G. Place Distribution Decisions Determining Distribution Intensity Selection of a Marketing Channel Functions of Distribution Channels Benefits Offered by Channel Members Different Distribution Strategies The Sales Force Common Traits of Successful Salespeople Retailing Store Retailing Non-Store Retailing Wholesaling Types of Wholesaling Intermediaries Midterrn Examination Finals Coverage H. Promotion Marketing Communications, defined Promotion, defined Objectives of Promotion Elements of Promotion Elements of the Promotional Mix The Communication Process Promotional Strategies I. Advertising and Public Relations Nature and Scope of Advertising Types of Advertising Advertising Strategies Developing an Advertising Campaign Defining Objectives Establishing a Budget Creating a Message Selecting Media Characteristics of the Major Media Media Scheduling Course Number: Course Description: BMKTNG1 (3 UNITS) Principles of Makerting the different pricing approaches Distinguish between direct and indirect marketing channels; Lecture – Discussion Case studies Discuss the nature and importance of marketing intermediaries 4 hours Professional competence and due care Quizzes Assignment Case Analysis Identify and define the different types of store retailing and non-store retailing 2 hrs Subtotal: 18hrs Lecture – Discussion Group dynamics Discuss the promotional strategies and promotional campaigns commonly used. 4 hours Determine the different formats used in advertisements Lecture – Discussion Case study Effectivity: 1st Semester, SY 2014-2015 Discuss how to develop an advertising campaign and a media strategy Date Revised: June 30, 2014 4 hours Innovativeness Fairness Professional Competence and due care Page 7 of 11 Recitation Case analysis Quizzes Reporting Oral presentation Quizzes Assignment Library/Internet research Public Relations Publicity Define and understand the characteristics of personal selling. To comprehend the two categories of sales promotion To recognize the contribution of internet in marketing. Examine the impact of e-commerce to some industry J. Marketing Communication: Personal Selling, Sales Management and Sales Promotion Personal Selling Scope of Personal Selling Classification of Sales Persons The Creative Selling Process Sales Management Sales Promotion Sales Promotions Geared Towards Wholesalers and Retailers Sales Promotions Aimed at Ultimate Consumers K. E-Marketing What is the Internet? The Users of the Internet What is e-Commerce? Why Market Online? Kinds of Internet Consumers Selling Overseas Discuss the two types of personal selling. Lecture – Discussion Oral Presentation Lecture – Discussion Case study Reporting Differentiate trade promotion from consumer promotion. Analyze the importance of internet in marketing. 4 hours Assignment Quizzes Case analysis Recitation Innovativeness Internet research Recitation Quizzes Assignment Evaluate the influence of internet to some consumers Final Examination II. 4 hours Professional Behavior 2 hrs Subtotal: 18hrs TOTAL: 54 HRS GRADING SYSTEM: For Professional Subjects: the cut-off score is 70%. The highest possible grade is ninety-nine (99); the lowest passing grade is seventy-five (75); and the lowest failing grade is sixty-five (65). First grading Highest possible score – 300 points Class standing = 70 % ; Exam = 30 % Midterms: Highest possible score – 350 points Class standing = 60 % ; Exam = 40 % ( Tentative Midterm Grade x 2 + First Grading ) / 3 = Midterm Grade Finals : Highest possible score – 350 points Class standing = 60 % ; Exam = 40 % ( Tentative Final Grade x 2 + Midterm Grade ) / 3 = Final grade Course Number: Course Description: BMKTNG1 (3 UNITS) Principles of Makerting Effectivity: 1st Semester, SY 2014-2015 Date Revised: June 30, 2014 Page 8 of 11 Course Number: Course Description: BMKTNG1 (3 UNITS) Principles of Makerting Effectivity: 1st Semester, SY 2014-2015 Date Revised: June 30, 2014 Page 9 of 11 SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY General Luna Road, Baguio City III. REFERENCES : References: A. Books Ma. Victoria M,Principles of Marketing, Ac-ac, Anvil Publishing.2009 Monthino & Sotherns,Strategic marketing Management, South-Western CENAGE learning. 2010 Hair/Bush/Ortinau,Marketing Research, McGraw-Hill.2009 de Mooiji, Marieke.Global Marketing & Advertising, SAGE. 2010 Levy & Weitz,Retailing Management, McGraw-Hill. 2012 Introduction to Retailing, Lusch, Dunne & Carver, South-Western. 2011 Garcia & Villanueva,Professional Salesmanship, Bookstore Publishing Corporation. 2009 David Meerman Scott, Wiley.The New Rules of Marketing, 2010 Biemann, Wim G.Business-to-Business Marketing, , McGraw-Hill. 2010 Laudon, Kenneth C. E-commerce: business, technology, society. International ed. Boston: Pearson, c2011. Roberts, Mary Lou. Internet marketing: integrating online and offline strategies. Australia: Cengage, c2013. B. Electronic Sources www.knowthis.com/principles of marketing www.principles of marketing.com www.businesscasesstudies.co.uk/business theory/marketing www.marketing principles.com www.ehow/marketingprinciples www.free-clep.com/principlesofmarketing www.pearson.ch.Higfher Education/Marketing/Principles of Marketing www.waterstones.com/principles of marketing Prepared by: Course Number: Course Description: BMKTNG1 (3 UNITS) Principles of Makerting Effectivity: 1st Semester, SY 2014-2015 Date Revised: June 30, 2014 Page 10 of 11 BA GROUP Noted by: MS. JANETH OLAT Assigned Librarian DR. RUBY R. BUCCAT Program Chair Approved by: DR. KAREEN B. LEON, CPA Dean Course Number: Course Description: BMKTNG1 (3 UNITS) Principles of Makerting Effectivity: 1st Semester, SY 2014-2015 Date Revised: June 30, 2014 Page 11 of 11