PHINMA UNIVERSITY OF PANGASINAN

College of Management and Accountancy

BSBA Department
Course Syllabus

PEN CODE: MKT 001 Course/Hours: 3 units/54hrs

Course Title: Principles of Marketing Prerequisite: None

I. The PHINMA-Upang Vision and Mission

A. Vision: By 2025, to be an educational institution recognized for transforming the lives of its students and their families, especially
low income families, for the better; and for the number of students whose lives it has improved.
B. The PHINMA UPang Mission
To uplift the lives of the low income families in our community, We will pursue this mission by:
1. Providing these families accessible, relevant, and appropriate training and education that leads to employment and an
improvement in their economic well-being.
2. Producing the competent & qualified human resources needed by Metro Dagupan ,national and global industries
3. Facilitating collaboration among government, industry, and the academe as the means to designing programs and curricula that
respond to the needs of a developing economy.
4. Transforming PHINMA-Upang into a community that celebrates diversity, cross cultural appreciation, creativity, and
collaboration and that serves as a model for others.
C. Core Values- Patriotism ,Commitment, Integrity, Competence, Professionalism, Openness and Teamwork
II. Course Description
This course provides topics on essentials of Marketing Research which includes the value of Marketing Research ,designing
Marketing Research project, gathering and collecting data, data preparation, analysis and reporting results. This course will enhance
the students’ research, communication and analyzation skills by completing a major paper in line with the current marketing
situation in collaboration with the other major course subjects.
III. Course Objectives
Upon completion of the course, the students will be able to:
A. Cognitive
1. Identify and Explain the different marketing tools used by the business;
2. Differentiate the Pricing Policies from the Price Objectives;
3. Familiarize with the various ways of Marketing Segmentation for selecting target market.
B. Psychomotor
1. Create a research project plan that includes problem identification, research design, data collection design, data analysis
and solution generation;
2. Construct focus group discussion on pressing marketing plan.
C. Affective
1. Nurture a skill to effectively utilize research results for better decision making in marketing ; and
2. Grasp the importance of Marketing Research in global business.
IV. Course Outline and Time Allotment

Week Day Topics

1 1 Classroom Policies and Introduction to the course Discussion of Course Syllabus
2 Orientation and reading about marketing
2 3 Defining basic marketing terms
4 Describing the Marketing Philosophies and Differentiating Sales Philosophy from
Marketing Philosophy
3 5 QUIZ NO 1
6 Explaining Market Segmentation
4 7 Selecting Target Market
8 Defining “ Product” and Identifying and Classifying Products
5 9 Defining Brand, Packaging and Labelling
Enumerating branding strategies, packaging functions and labelling functions
10 QUIZ NO 2
6 11 Illustrating and explaining the Product Life Cycle
12 Compilation and Group Activity
7 13 FIRST PERIODICAL EXAMINATION
14 Defining Price and Price Objectives
 8 15 Describing Pricing Policies Part 1
16 QUIZ NO 3
9 17 Describing Pricing Policies Part 2
18 Identifying and explaining Price Adaptation Strategies
10 19 Identifying and explaining the Basic Aspects of Physical Distribution
20 Identifying and Explaining the 3 Functions of Distribution Strategies
11 21 QUIZ NO 4
22 Discussing the Concept of Retailing
12 23 Compilation and Group Activity
24 SECOND PERIODICAL EXAMINATION
13 25 Discussing the Concept of Wholesaling
26 Defining Marketing Communication and Identifying Promotional Strategies
14 27 Comparing and Differentiating Advertising and Public Relation
28 QUIZ NO 5
15 29 Discussing Sales Promotions & E-Marketing
30 Discussing Word-of –Mouth Marketing and Personal Selling
16 31 Explaining the Elements of Marketing Plan
32 Designing a Marketing Plan
17 33 QUIZ NO 6
34 THIRD PERIODICAL EXAMINATION

V. Textbook and Resources: None

VI. Other References
1. Principles of Marketing, by Medina, Roberto, 2012 revised edition ;Rex Bookstore
2. Marketing a Simplified Approach by Diola,Zenaida and Tichepco ,Edgar M;2009;C&E Publishing
3. Principles of Marketing by Kotler,Philip and Armstrong,Gary ;2013;14th edition; Pearson Educational Limited
VII. Expectations from Student: The student’s responsibility is to come to each class prepared. Class Activities includes in recitation and
group/individual case discussion. He/she is expected to work on and submit the cases honestly and conscientiously and to take all
examinations and quizzes on the date scheduled.
VIII. Academic Honesty: All students are expected to be academically honest. Cheating, lying and other forms of unethical behaviour will
not be tolerated. Any student found guilty of cheating in examinations or plagiarism in submitted course requirements will receive
an F or Failure in the course requirement or in the course. Cheating refers to securing help in a test, copying tests, assignments,
reports or term papers, collaborating with other students during an examination or in preparing academic work such as daily activity
sheets, signing another students name on an attendance sheet, or otherwise practicing scholastic dishonesty.
IX. Policy on Absences:
1. Every student is required to attend his classes regularly and punctually
2. A student who is late for the class for atleast 10 minutes will be marked absent.
3. A student will incur an absence for every 3 times that he is tardy.
4. No excuse for absentee or absences will be considered valid unless the student can show absences were unavoidable and
necessary.
5. The PEN student Handbook (Tertiary Level)and the MORPHE shall apply to suppletory to the foregoing.
X. Grading System

1st Period Grade P1 = Comprehensive Portfolio (25%) + Quizzes (35%) + Periodic Exams (40%)
2nd Period Grade P2 = Comprehensive Portfolio (25%) + Quizzes (35%) + Periodic Exams (40%)
3rd Period Grade P3 = Comprehensive Portfolio (30%) + Quizzes (30%) + Periodic Exams (40%)
XI. Faculty Information
INSTRUCTOR EMAIL ADDRESS CONSULTATION HOURS
LATORRE,MICHAEL F. mflatorre@up.phinma.edu.ph 3:00- 4:30 PM /F/

Prepared by:

Michael F.Latorre, LPT, MBA

Faculty-in-Charge

Checked By: Approved by

Kim Mark F. Biason, CPA, LLB. Dr. Teofila S. Albay, CPA, MBE
Program Head-BSBA Department Dean, College of Management and Accountancy