AKLAN STATE UNIVERSITY

SCHOOL OF MANAGEMENT SCIENCES

Banga, Aklan

BCPM 2 – PRINCIPLES OF MARKETING

1ST SEMESTER, AY 2018 – 2019

Faculty-in-charge: RHEA V. MARTESANO, MMBM, MPA

Schedule:
BSBA 1-1: Tues 8-10 AM; Thurs 8-9 AM
BSBA 1-2: Tues 11 AM – 12 PM; Thurs 10 AM – 12 PM
BSEntrep 1: Mon 11 AM – 12 PM; Fri 8-10 AM
Contact No.: 0939-9042903; 09210916927
Email: rhea.martesano@gmail.com

Course Objectives:
By the end of the course, the students will be able to:
LO1 – Assimilate the historical development of marketing, as well as demonstrate a comprehensive
understanding of contemporary marketing thought and practice.
LO2 – Critically contemplate the role that marketing plays as an organizational function, its
interrelationships with other organizational functions and its role within modern institutions
LO3 – Develop a comprehensive and insightful appreciation of the management and application of
the fundamental tools and processes of marketing.
LO4 – Critique the contribution of marketing to consumer choice, exchange and meaning in society
LO5 – Instill an appreciation of marketing ethics and societal marketing principles, encouraging learners
to develop an insightful and discerning outlook with regards to current marketing practice.
LO6 – Synthesize, critically evaluate, select and apply appropriate marketing theories, models and
concepts to a range of contemporary business issues.
LO7 – Demonstrate junior executive level proficiency in business problem solving, executing
intermediate level market research, as well as develop their interpersonal communication and
teamwork skills
LO8 – Implement a broad range of inter-disciplinary and transferable skills and capabilities required at
the junior level of commercial and/or non commercial practice

Course Methodology
Lecture, individual and group presentations, case analysis, and class discussions

Course Requirements:
1. Exams
2. Individual and Group Activities (Marketing Insights, Activities, Case Studies)
3. Marketing Plan (Paper and Presentation)

Final Grade: 50% Midterm + 50% Finals

Task Performance (Individual and Group Activities such as 50%

Marketing Insights, Activities, Case Studies and Class
Participation)
Major Examinations (Midterm and Final Exams) 20%
Project 30%

Total 100%

Class Participation
Recites Actively, with accurate responses 95
Recites Actively but with 90
few correct responses
Recites occasionally 80
Policy on Absences:
1. Absences for which medical or court excuse is provided will be recorded but not figured in the
attendance grade. Likewise, an absence for which advance notice is given by phone or in person will
not be figured in attendance grade if he presents a valid excuse letter upon coming back to class.
2. Tardiness or early departure from class will be figured as a half absence.
3. A student who has ten (10) hours successive unexcused absences will be dropped from the course.
Behavior is graded to the observation of the instructor.
** Task Performance includes Individual and Group Activities such as Marketing Insights, Activities, and
Case Studies. A Marketing Plan for New Products is the final major output for the Course.

References:
Main Reference: Phillip Kotler and Gary Armstrong, Principles of Marketing, 14th Edition, Pearson
Other references:
 Kotler, Philip, et al. Marketing Management: An Asian Perspective, 4th edition. Singapore:
Pearson Education South Asia Pte Ltd, 2006.
 Perreault, Jr., William D. and E. Jerome McCarthy. Essentials of Marketing- A Global Managerial
Approach, 10th Edition. New York: McGraw-Hills Companies, Inc., 2006.
 Kotler, Philip, et al. Principles of Marketing: An Asian Perspective. Singapore: Prentice Hall , 2005.
 Alminar-Mutya, Ruby F. Elements of Marketing, Third Edition. Navotas, Metro Manila: National
Book store, 2000.

CLASSROOM RULES OF CONDUCT

1. No cellular phones or music players are allowed for use in the classroom unless it is used for academic
purposes. The instructor has the right to confiscate the said gadget.
2. Come to class on time. Only 15 minutes allowance shall be given to students to be considered present.
Otherwise, the student is marked absent.
3. Students are expected to come to class prepared. The faculty expects students to be ready for class
participation. Assignments/Activities must be done at home.
4. The faculty encourages everyone to participate and share in the discussion. However, students are
encouraged to practice ethics at all times. Attack the idea, not the person.
5. To facilitate independent learning and critical thinking among students, a workbook is prepared.
Students are encouraged to purchase but are not required.
6. For ISO Purposes, the instructor will prepare a seat plan and assign seating arrangement. ISO related
instructional forms will also be facilitated in class.
7. Eating and drinking shall be allowed inside the class provided it shall not disrupt the flow of classes.

Course Outline:
Class Lecture Class Group Assignment
meetings Discussion/ Activities Due
presentations Date
Week 1 Preliminaries
Week 2-3 Part 1: Defining Marketing and the Lecture- Insight: Zappos
Marketing Process Discussion Activity 1: Hershey
Lesson 1 Marketing: Creating and Activity 2: Conducting
Capturing Customer Value SWOT Analysis and
Lesson 2 Company and Marketing developing objectives
Strategy: Partnering to Build Customer Quiz 1: Supplemental
Relationships lecture
Week 3 Part 2: Understanding the Marketplace Lecture- Insight 2: Xerox
and Consumers Discussion Activity 3: Netflix
Lesson 3: Analyzing the Marketing Sharing of
Environment Insight 1
Week 4 Lesson 4 Managing Marketing Lecture- Insight 3: P & G
Information to Gain Customer Insights Discussion Activity 4: Harrah’s
Sharing of Entertainment
Insight 2
 Week 5 5 Consumer Markets and Consumer Lecture- Activity 5
Buyer Behavior Discussion Case 1: Porsche
Sharing of
Insight 3
Week 6 6 Business Markets and Business Buyer Lecture- Group Activity 1
Behavior Discussion Activity 6
Quiz 2
Week 7 Part 3: Designing a Customer-Driven Lecture- Activity 7
Strategy and Mix Discussion Group Activity 2
7 Customer-Driven Marketing Strategy: Submission: Marketing
Creating Value for Target Customers Plan Parts 2-5
Week 8 8 Products, Services, and Brands: Lecture- Case 2: Starbucks
Building Customer Value Discussion Activity 8
Week 9 9 New Product Development and Lecture- Insight 4: Google
Product Life-Cycle Strategies Discussion Group Activity 3
Invited speaker Activity 9: Coach Inc.
Lesson 1 – 9 Midterm Exam
Week 11 10 Pricing: Understanding and Lecture- Activity 10
Capturing Customer Value Discussion Quiz
Week 12 11 Pricing Strategies Lecture- Activity 11
Discussion Case 3: Pizza Hut
Week 13 12 Marketing Channels: Delivering Lecture- Activity 12
Customer Value Discussion
Week 14 13 Retailing and Wholesaling Lecture- Activity 13: Zappos.com
Discussion
Week 15 14 Communicating Customer Value: Lecture- Activity 14
Integrated Marketing Communications Discussion Submission: Marketing
Strategy Plan Parts 6-9
Week 16 15 Advertising and Public Relations Lecture- Slogan/Jingle Making
Discussion Short films/radio ads
Week 17 16 Personal Selling and Sales Promotion Presentation of Activity 16: Turning the
Outputs old into new
Week 18 17 Direct and Online Marketing: Building Presentation of Social Media Marketing
Direct Customer Relationships Outputs Plan
Week 19 Final Class Meeting Presentation of
Outputs
Week 20 Preparation for the Final Marketing Plan
Submission of Marketing Plan Final Draft
Marketing Plan Presentation

Marketing Plan Template

1. Executive Summary
2. Company and Product Description
3. Strategic Focus and Plan: the mission/vision and core competencies written at the company level, but
goals are written at the product level.
4. Identifying the mission/vision and core competencies of your company should help in creating your
new product.
5. Situation Analysis (factors affecting both your company as a whole and at the new product level)
6. Market-Product Focus (for your new product)
7. Marketing Program (for your new product)
8. Implementation Plan (for your new product)
9. Evaluation and Control (for your new product)