ATENEO

 DE  MANILA  UNIVERSITY  

Marketing  and  Law  Department  
JG  School  of  Management  
 
MKT  102  –  OPPORTUNITY  SEEKING  AND  MARKETING  ANALYSIS  (5  units)  
First  Semester  (JTA)  SY  2012  -­‐  2013  
April  23,  2012  to  July  21,  2012  
 
I. COURSE  DESCRIPTION  
 
The  student  learns  to  identify  the  needs  of  society,  to  actively  seek  answers  to  these  needs  in  the  
form  of  new  products  or  services,  to  quantify  the  risks  of  offering  these  products  or  services  to  
the  market,  and  to  evaluate  the  resulting  projects  in  terms  of  societal  priorities  and  the  well-­‐
being  of  the  larger  community.  The  student  builds  on  the  underlying  principle  that  he  should  seek  
to  generate  a  fair  return  by  meeting  the  needs  of  his  customers,  rather  than  emphasizing  purely  
on  his  own  interests  and  concerns.  
 
II. COURSE  OBJECTIVES  
 
• To  introduce  the  student  to  various  ways  of  scanning  the  environment  and  identifying  
business  opportunities.  
 
• To  provide  the  student  with  a  laboratory  for  testing  out  ideas  and  assessing  market  
potential.  
 
• To  train  the  student  in  the  tools  of  marketing  analysis.  
 
• To  guide  the  student  in  the  business  planning  process  that  will  help  to  translate  a  good  
business  idea  into  an  actual  start-­‐up  venture.  
 
III. TEXTBOOK  
 
th
Phillip  Kotler  and  Gary  Armstrong.  Principles  of  Marketing.  14  Edition.  
 
Any  book  on  Entrepreneurship  
 
IV. COURSE  OUTLINE  (Please  refer  to  Annex  A)  
 
V. BUSINESS  PLAN  -­‐    
 
This  is  the  heart  of  Marketing  102  and  will  make  up  at  least  50%  of  your  final  grade.  
 
i. Group  Project  Papers/Passes.    
 
• Each  group  will  be  required  to  submit  partial  project  papers  that  will  serve  
as  periodic  updates  of  their  progress  in  completing  the  business  plan.  
There  are  5  submissions  all  in  all.  
• Assign  an  editor  /  consolidator  in  your  group.    
 
 
ii. Final  Draft  and  Mock  Defence  
 
• At  the  end  of  the  semester,  each  group  is  expected  to  come  up  with  a  
business  plan  for  an  approved  product  or  service  that  integrates  all  the  
concepts  discussed  in  class.  The  business  plan  should  be  logical  and  feasible  
with  an  emphasis  on  practical  marketing  applications.      
 
• The  students  should  be  able  to  defend  their  business  plan.  
 
 • Students  will  be  selected  to  act  as  Mock  Panellists.  No  additional  points  will  
be  given  to  the  student  panel  during  the  Mock  Presentation.    Each  student  
will  be  given  a  chance  to  be  a  panellist.    
 
iii. Final  Department  Project  Paper.    
 
• This  will  be  the  basis  of  the  Final  Oral  Defense.  Each  group  is  required  to  
submit  five  (5)  copies  of  the  final  paper  to  the  department  on  
 
 July  17,  2012.  5:00  pm  (Tuesday)    
 
Include  the  PICS  (Project  Info  Catalogue  System)  sheet  in  the  front  page  of  
your  paper  (you  may  refer  to  your  previous  submissions  in  the  Dean’s  
Office).  Omit  instructor’s  names  in  3  out  of  5  copies.  Place  a  Table  of  
Contents  and  the  corresponding  page  numbers  throughout  the  paper.  
Please  use  NEW  bond  paper  and  ring  bind  all  5  copies.  Front  cover  should  
be  clear  transparency.  Submit  two  (2)  soft  copies  as  well  to  the  
department:  (1)  Final  Paper;  and  (2)  Presentation  Slides.  
 
iv. Executive  Summaries  
 
• You  are  likewise  required  to  submit  to  the  Department  (as  part  of  the  Final  
Department  Project  Paper)  five  (5)  copies  of  the  Executive  Summary,  in  
separate  folders.  Kindly  insert  it  in,  but  do  not  attach  it  to  the  each  of  the  
five  (5)  Final  Department  Project  Papers.  
 
v. Departmental  Deductions  for  late  submissions  
 
• AM  Next  day         :   0.50  
• PM  Next  Day         :   1.00  
 
vi. Final  Oral  Defense.    
 
• Schedule  on  July  21,  2012.  Saturday    8:00  am  to  12:00  nn  
 
• Each  group  will  present  their  business  plan  to  a  panel  of  guest  judges.  The  
grades  given  by  the  panel  will  be  considered  final.  There  will  be  a  
benchmark  group  during  the  first  hour  of  the  defence  to  help  the  entire  
batch  of  guest  panel  panellists  standardize  the  grading  system.    The  basis  
for  selecting  the  benchmark  group  will  be  as  follows:  (1)  The  Final  Draft  is  a  
B,  C+  or  C.  The  department  will  randomly  pick  one  group  from  the  qualified  
groups.  
 
vii. Forced  Ranking  
 
• Each  student  will  be  asked  to  force  rank  himself  and  his  group  members  at  
the  end  of  the  semester  on  a  scale  of  1-­‐15,  1  being  the  highest.  No  ties  are  
allowed.  Grades  for  group  work  will  be  adjusted  upward  or  downward  to  
account  for  each  individuals  relative  contribution  to  the  group  effort.    
 
b. Expected  Holidays  
 
May  1,  2012  (Tuesday)         June  12,  2012  (Tuesday)  
 
c. BUSINESS  PLAN  OUTLINE  (for  a  detailed  Outline  See  Annex  B)  
 
d. Product  or  Service  Choice  Guidelines  –  REALISTIC  AND  RELEVANT  
 
i. Initial  investment  should  not  be  more  than  P20M.  
ii. Product  or  Service  should  have  a  high  degree  of  originality  and  uniqueness  
iii. Must  be  socially-­‐relevant  
 iv. Must  have  potential  for  growth  in  the  future.  
v. Exporting    allowed  
vi. Subcontracting  allowed  
vii. No  franchises,  kiosks,  Home  TV  shopping  Products,  fancy  monetary  schemes,  etc.  
viii. No  novelty  or  fad  items.  
ix. Strong    Customer  Value    
 
VI. COURSE  REQUIREMENTS  AND  GRADING  SYSTEM  
 
Grading  System  
  Class  Participation       15  %  
  Quizzes  /  Assignments       20  %  
  Written  analysis  of  Case  (WAC’s)     15  %  
Group  Project  Papers       20  %  
Final  Project  Paper  &  Mock  Defence   10%  
Final  Project  Presentation       20%  
     
VII. GRADE  EQUIVALENTS  
 
Number  Grade   Average  Grade   Letter  Grade  Equivalent  
3.71  TO  4.00   92  –  100       A  
3.31  to  3.70   87  –  91       B+  
2.81  to  3.30   83  –  86       B  
2.31  to  2.80   79  –  82       C+  
1.76  to  2.30   76  –  78       C  
1.00  to  1.75   70  –  75       D  
Below  1.00   Below  70     F  
Overcut           W  
 
Letter  Grade   Number  Equivalent     Letter  Grade   Number  Equivalent  
A     4.00         C+     2.50  
A-­‐     3.75         C     2.00      
B+     3.50         C-­‐     1.75  
B/B+     3.25         D+     1.50  
B     3.00         D     1.00  
B-­‐     2.75         D-­‐     0.75  
        F+     0.50  
        F     0.00  
 
Notes  about  Specific  Requirements:  
 
1. Class  Participation  (15%)  –  Class  Participation  is  highly  encouraged  as  it  provides  a  good  gauge  of  
the  student’s  interest  in  the  subject.    
 
Students  are  expected  to  read  through  the  assigned  chapters  in  advance.  
 
2. Quizzes  and  Assignments  (20%)  –  Quizzes  will  be  unannounced  and  no  make-­‐up  quizzes  will  be  
given.  There  will  be  at  least  five  quizzes  during  the  semester.  Passing  percentage  for  quizzes  is  
70%.  
 
3. Written  Analysis  of  Case  of  WACs  (15%)  –  Students  are  required  to  report  on  their  analysis  and  
recommendations  of  what  to  do  in  specific  business  situations  by  applying  concepts  and  
principles  learned  in  class.  This  may  be  given  individually  or  may  be  group  work.  
 
a. Format.  Maximum  five  pages.  10  pts  Arial.  Single  spaces  within  paragraphs,  double-­‐
spaced  between  paragraphs.    
 
b. Allow  for  a  two-­‐inch  margin  on  the  right  side  for  comments.  
 
c. Write  the  ff:  on  the  top  of  the  page.  Name(s),  Student  Number(s),  Section,  Subject  Code,  
the  WA#  (e.g.  WA#1,  WA#2,  etc.),  Date  of  Submission.  
 
 d. The  WAC  must  be  submitted  on  or  before  the  due  date.  Late  submissions  shall  be  
subject  to  a  0.50  deduction.  WACs  submitted  after  the  case  has  been  discussed  in  class  
shall  not  be  accepted.  
 
e. For  individual  WACs,  maximum  of  one  page  only.  For  Group  WACs,  maximum  of  five  
pages.  
 
f. Guidelines  for  WACs:  
i. Brief  Statement  of  the  Problem  
ii. Problem  Analysis  
iii. Recommended  Actions,  Justification  and  Implementation  
iv. Presentation  of  Report  
 
 
4. Group  Paper  Project  (20%)  –  Each  group  is  required  to  submit  partial  project  papers  that  will  
serve  as  periodic  updates  of  their  progress  in  completing  the  final  project  paper  (see  no.  5  
below).  These  project  papers  will  be  graded.  The  graded  papers  will  be  returned  3-­‐5  days  after  
the  submission.  
 
5. Final  Project  Paper  &  Mock  Defence  (10%)  –  These  are  culminating  activities  that  will  help  
integrate  all  concepts  discussed  in  class.  Each  group  is  expected  to  come  up  with  a  
comprehensive  business  plan  for  an  approved  project  or  service.  (An  outline  is  provided  for  your  
guidance.)  Focus  should  be  on  the  development  of  sound,  feasible  and  effective  marketing  
programs  that  the  students  can  defend  in  oral  presentation.  There  will  be  graded  mock  defence  
before  the  Final  Project  Presentation.  
 
6. Final  Project  Presentation    (20%)    -­‐  Each  group  will  present  its  business  plan  to  a  panel  of  guest  
judges.  The  grade  given  by  the  panel  will  be  considered  final.  
   
VIII.     POLICIES  
 
a. Attendance  will  be  checked.  Since  this  a  five-­‐unit  subject,  the  maximum  allowable  absences  
is  fifteen  class  hours  for  the  whole  semester.  Student  who  are  more  than  fifteen  (15)  
minutes  late  will  be  considered  absent.  Students  who  leave  before  class  is  over  shall  be  
considered  absent.      
 
Since  this  is  a  compressed  First  Semester,  you  may  cut  class  at  your  own  risk.  Every  absence  
is  equivalent  to  three  (3)  hours  CUT.  
 
b. All  electronic  devices  (ex.  Mobile  phones,  Ipod,  IPad,  Laptop,  Cell  Phones,  etc.)  should  be  
turned  off  or  put  in  silent  mode  during  class  hours.  Any  student  whose  device  interrupts  the  
class  shall  be  sent  out  and  noted  as  absent.  NO  INTERNET  Browsing  will  be  tolerated  during  
class.  
 
c. Sleeping  in  class  is  considered  as  an  insult  to  the  professor.  And  student  caught  sleeping  shall  
be  considered  absent  and  sent  out.  
 
d. The  JGSOM  dress  code  shall  be  strictly  enforced.  Also,  smoking,  eating  and  drinking  will  not  
be  allowed  inside  the  classroom.  
 
e. For  every  group  activity,  student  will  be  asked  to  force-­‐rank  themselves  and  other  members  
of  their  respective  groups.  The  basis  for  their  rankings  will  be  the  degree  and  significance  of  
each  member’s  relative  contribution  tot  he  group  effort.  These  rankings  will  be  considered  in  
the  grading  of  group  work  activities.  
 
f.
Cheating  or  plagiarism  in  any  form  will  not  be  tolerated;  offenders  will  be  subjected  to  
severe  sanctions.  CITE  all  your  sources.    
   
IX. CONSULTATION  HOURS.        
 
By  Appointment.    Please  inform  Peachy  V.  Abaño  at  least  a  day  before  the  consultation.  
  
 
 
 X. ANNEX  A:  Course  Outline  Guide  
The  dates  of  the  Outline  may  change  due  to  unforseen  circumstances.  Should  there  be  any  
changes,  make-­‐up  classes  may  be  scheduled.  
 
 
Item   Description   Time  Frame   Chapters  
Covered  
       
Defining  Marketing  and  the  Marketing  Process  
A.  
 
  Course  Overview,  Discussion  on  Syllabus,  Introduction  to  Business  Plan  Outline     April  23    (Monday)    
  Managing  Profitable  Customer  Relationships   Chap.  1  
April  25    (Wednesday)  
  Partnering  to  Build  Customer  Relationships   Chap.  2  
       
Understanding  the  Marketplace  and  Consumers  
B.  
 
  Understanding  the  Marketing  Environment   Chap.  3  
May  2  (Wednesday)  
  Market  Information   Chap.  4  
  A  Look  at  Consumer  Markets  and  Consumer  Buyer  Behaviour   Chap.  5  
May  7    (Monday)  
  A  Look  at  Business  &  Buyer  Business  Behaviour   Chap.  6  
  Introduction  to  WAC      
WAC  #1  
       
Designing  a  Customer-­‐Driven  Marketing  Strategy  &  Mix  
C.  
 
  The  Creation  of  Competitive  Advantage     Chap.  18  
May  9  (Wednesday)  
  Examining  Customer  –  Driven  Marketing  Strategy:  Creating  Value  for  Target   Chap.  7  
Customers  
  Setting  Your  Business  Vision,  Mission,  &  Objectives    
  Target  Customer  Survey  /  Effective  Positioning    
  PROJECT  PAPER  PASS  1      
• Target  Market  Selection   May  14  (Mon)  
 
  About  Product,  Services  and  Branding     Chap.  8  
 
 
  The  New  Product  Development  &  Life  Cycle  Strategies   Chap.  9  
  A  Look  at  Pricing  Products:  Understanding  and  Capturing  Customer  Value   May  16  (Wed)   Chap.10    
  A  Look  at  Pricing  Products:  Pricing  Strategies   Chap.  11  
  Marketing  Arithmetic   May  21  (Mon)   Appendix  2  
  Return  Project  Pass  #1   Chap.  12  
Understanding  Marketing  Channels  &  Supply  Chain  Management  
  • Review  of  Marketing  Concepts      
• Review  of  Business  Progress   May  23  (Wed)    
   
Examining  Retail  and  Wholesaling   Chap.  13  
 
     
The  Communication  of  Customer  Value:  IMC  Strategy    
Setting  Your  Marketing  Objectives   Chap.14  
Business  Plan  Consultation  for  Pass  #2  
  PROJECT  PAPER  PASS  2      
• Product-­‐  Service  Strategy  And  Price  Strategy   May  28  (Mon)  
• Promotional  Strategy  And  Physical  Distribution  Strategy  
 
  • Submission  And  Discussion  of  WAC  #3      
A  Look  at  Advertising  &  Public  Relations   May  30  (Wed)   Chap.  15  
   
Understanding  Personal  Selling  &  Sales  Promotions   Chap.  16  
      Chap.  17  
Examining  Direct  Marketing  and  Online  Selling   June  4    (Monday)  
Class  Group  Consultation    
 
  Return  Project  Pass  #2      
  June  6  (Wed)  
Operations  Management  (OM)  :      
 • Quality,  Delivery  &  Productivity  
• Setting  Your  OM  Objectives  
• Manufacturing  Your  Product  Mix  
 
  Human  Resources  (HR)  :      
• Setting  Your  HR  Objectives  –  Short  Term  and  Long  Term   June  11  (Mon)  
• Employment  Socio-­‐Economic  Impact  
• Table  of  Organization  
• Employer  /  Employee  Responsibilities  
• Training  Needs  Assessment  
• Consultation  on  Business  Plan  
  PROJECT  PAPER  PASS  3      
• Manufacturing  and  Operations   June  13    (Wed)  
• Management  
       
FINANCE:     June  13    (Wed)  
Financial  Assumptions    
Proforma  Financial  statements  
 
 
Consultation  on  Business  Plan  

  Finance:  Controlling  and  Managing  Your  Enterprise      

Finance:  Preparing  for  Growth   June  18  (Mon)  
 
  Finance:  Crisis  Mgt.-­‐  What  it  is  and  What  Are  Your  Options    
Finance:  Growth  and  Development  –  What  are  Your  options?  

  PROJECT  PAPER  PASS  4      

• Determining  the  Initial  Investment   June  20  (Wed)  
• Project  Financial  Performance  
• Appendices  
       
The  Global  Market  Place   June  25  (Monday)   Chap.  19  
The  Future  Store  
 
• Consultation  on  Business  Plan  
  PROJECT  PAPER  PASS  5  (IF  NEEDED)   June  27  (Wed)    
• Final  Draft  of  Project  Paper  (To  be  determined)  
• Group  Consultation    
  A  Look  at  Marketing  Ethics  &  Social  Responsibilities      
The  Atenean  Entrepreneur:  An  Agent  of  Social  Change   July  2  (Mon)   Chap.  20  
 
• Return  Project  Paper  Pass  4  
• Consultation  on  Business  Plan  
 
  Mock  Presentations:  Group  1  &  2  (Raffle)   July  4  (Wed)    
  Mock  Presentations:  Group  3  &  4  (Raffle)   July  9  (Mon)    
  Mock  Presentations:  Group  5  &  6  (Raffle)   July  11  (Wed)    
  Submission  of  FINAL  Business  Plan  up  to  5:00pm   July  17,  2012  (Tuesday)    
  Final  Oral  Defense   JULY  21,  2012  (Saturday)    

 
Note:  Before  you  can  become  a  successful  Atenean  Social  Entrepreneur,  you  should  first  know  
and  understand  basic  business  concepts.  AN  Entrepreneur  should  be  able  to  do  the  ff:  
 
1.) Understand  the  Environment  –  Social,  Political,  Business,  Health,  etc.  
2.) Seek  and  Identify  Opportunities  within  that  environment  for  himself  and  for  others.  
3.) Develop  these  opportunities  into  Realistic,  Relevant  and  Feasible  activities,  projects,  and  
programs.  
4.) Sustain,  Grow  and  Replicate  these  activities,  projects  and  programs.  
5.) Go  back  to  No.1.  
 
 ANNEX  B:  Detailed  Business  Plan  Outline  (Ernst  &  Young)  
 
I. EXECUTIVE  SUMMARY  (Maximum  of  five  (5)  pages)    
A. The  Purpose  of  the  Plan  
1. Attract  Investors  
2. Document  an  operational  plan  for  controlling  the  business  
3. To  prove  the  viability  of  the  project  for  expansion  or  program  funders  
4. To  give  the  long  term  Vision,  Mission,  Goals,  and  strategic  directions  of  the  enterprise.  
 
B. Market  Analysis  /  Description  of  Market  to  be  Served  
 
1. The  characteristics  of  your  target  market  (demographic,  geographic,  etc.)  
2. The  products  of  services  you  will  offer  to  satisfy  those  needs.  
3. Include  the  [personal  preferences,  behavioural  traits,  motivators,  market  segmentations  
and  usage  patterns,  peculiarities,  etc.  
 
C. The  Company    
1. The  needs  your  company  will  satisfy  
2. The  products  and  services  you  will  offer  to  satisfy  those  needs  
a) Establish  a  match  between  your  products  /  services  &  specific  needs  of  the  target  
market.  Show  your  products  /  services  are  superior,  comparable  in  some  ways,  
even  inferior  to  competition.  
3. How  will  your  company  deliver  the  products  and  services  to  its  intended  target  market.  
4. Business  Location  
 
D. Marketing  and  Sales  Activities  
1. Marketing  Strategy  
2. Sales  Strategy  
3. Keys  to  success  in  your  competitive  environment  
 
E. Product  Service  /  Research  and  Development  
1. Major  Milestones  
2. Ongoing  efforts  
F. Management  Team  Profile  –  Table  of  Organization  
1. Business  Owners  
2. Key  Operations  Employees  
G. Financing  Needs  Financing  Sources  
1. Funds  Required  
2. Sources  of  Funds  
3. Uses  of  Funds  
4. Financial  Projections  &  Summary    
 
H. Timetable  
I. Highlights  of  Financial  Projections  
  
• PROJECT  PAPER  PART  1:    
 
a) MARKET  ANALYSIS  
 
i) Industry  Description  and  Outlook  
ii) Market  Evaluation:  Size  Segment  and  Growth  
iii) Competitive  Analysis  
iv) Identification  of  Prospective  Customers  
v) Customer  Profile  
vi) TARGET  Customer  Survey  –  UAI  Survey  
 
• PROJECT  PAPER  PART  2:    
a) PRODUCT-­‐  SERVICE  STRATEGY  AND  PRICE  STRATEGY  
i) Description  of  the  Product  /  Service  and  its  Possible  Applications  
ii) PRODUCT  RECIPE:  Making  the  Product  /  Delivering  the  Service  (HOW?)  
iii) Distinctive  Competencies  of  Uniqueness  of  Product  /  Service  
iv) Product  Potential  
v) Product  /  Service  Support  Strategy  
vi) Technologies  and  Skills  Required  in  the  Business  
vii) Technical  Feasibility  
viii) Product  Costing  
ix) Pricing  Strategy  and  Policy  
x) Protection:  Patents,  Copyrights,  Registered  Trade  Names  
xi) Packaging  
 
b) PROMOTIONAL  STRATEGY  AND  PHYSICAL  DISTRIBUTION  STRATEGY  
i) Market  Positioning  
ii) Market  Entry  Strategy  
iii) Selling  /  Distribution  Policy  
iv) Advertising  and  Promotions  Plan:  Media  Plan  
 
• PROJECT  PAPER  PART  3:    
a) MANUFACTURING  AND  OPERATIONS  (Mass  Production:  Predictability  &  Repeatability)  
i) Premises  Location  /  Site  Selection  
ii) Determining  Space  Requirements  
iii) Production  /  Service  Capacity  
iv) Sources  of  Supply  of  Key  Materials  and  Workforce  
v) Nature  of  the  Production  Process  –  Machinery  and  Critical  Points  
 
b) MANAGEMENT  
i) Owners  /  Directors  and  Key  Management  Personnel  
ii) Compensation  of  Key    Management  
iii) Staffing  Plans  and  Recruitment  Plans  
iv) Training  Policies  
v) Human  Resources  Management  Policies  
 
• PROJECT  PAPER  PASS  PART  4:  
 
a) INITIAL  INVESTMENT  REQUIRED  
i) Funds  Required  and  Timing  
ii) Financing  Sources  to  be  Tapped  
iii) Exit  Routes  for  Investors  
 
b) PROJECTED  FINANCIAL  PERFORMANCE  
i) Projected  Sales,  Profit,  Return  on  Capital,  Net  Worth  
ii) Risk  Analysis  
iii) Sensitivity  Analysis  and  Break-­‐Even  Analysis  
iv) Pro-­‐forma  Statements  
 
c) APPENDICES