ATENEO DE MANILA UNIVERSITY

JOHN GOKONGWEI SCHOOL OF MANAGEMENT

MARKETING & LAW DEPARTMENT
COURSE SYLLABUS
Course Number
Course Title
Semester
Number of Units

:
:
:
:

MKT 101
PRINCIPLES OF MARKETING
1st Semester JTA SY 2015 2016
3 units

Faculty and Schedule:

Section
JTA-A
JTA-B
JTA-C

Day
MW
MW
MW

Time
4:00-6:00 pm
1:30-3:30 pm
8:00-10:00 am

Room
K 202
K 303
K 301

Lecturer
Wilson Q. Gan
Adora A. Gallardo
Maria Sophia B. Agustin

Email Address
wgan@ateneo.edu
jinggayg@hotmail.com
marla.agustin@gmail.com

1. COURSE DESCRIPTION
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.
2. LEARNING OUTCOMES
At the end of the course, the student should be able to:
a. Explain and apply the basic principles, theories, concepts and dynamics of Marketing.
b. Demonstrate these principles and tools in case analysis and to practical business
decision-making situations.
c. Integrate the concepts/techniques learned through application in the development of a
comprehensive marketing plan.
d. Reflect on and appraise the feasibility of Marketing as a career.
3.

COURSE OUTLINE

A. DEFINING MARKETING AND THE MARKETING PROCESS

Course Overview
Marketing: Creating and Capturing Customer Value
Chap 1
Partnering to Build Customer Relationships
Chap 2
B. UNDERSTANDING THE MARKETPLACE AND CONSUMERS
Analyzing the Marketing Environment
Chap 3
Managing Marketing Information
Chap 4
Consumer Markets & Consumer Buyer Behavior
Chap 5
Business Markets & Business Buyer Behavior
Chap 6
C. CREATING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MIX
Customer-Driven Marketing Strategy
Chap 7
SUBMIT PROJECT PAPER #1: Parts I to III
Product, Services and Branding Strategies/New Product Development
Chaps 8-9
Pricing Considerations and Strategies
Chaps 10-11
SUBMIT PROJECT PAPER #2: Parts IV to VII
Distribution Considerations and Strategies
Chaps 12-13

Integrated Marketing Communications Strategy

Understanding/Developing the Promotions Mix
Marketing Arithmetic: Preparing Financial Projections
SUBMIT PROJECT PAPER #3: Parts VIII to X
D. SOCIAL RESPONSIBILITY AND ETHICS

Chap 14
Chaps 15-17
Appendix 2
Chap 20

SUBMISSION OF FINAL MARKETING PLAN

FINAL ORAL DEFENSE
4. REQUIRED TEXTBOOK
Kotler, P. & Armstrong, G. (2013). Principles of marketing. (14th edition). Toronto: Pearson
Prentice Hall.
5.

COURSE REQUIREMENTS AND GRADING SYSTEM

COURSE REQUIREMENTS
Class Participation
Quizzes/Assignments
Written Analyses of Cases (WACs)

15 percent
20 percent
15 percent

Group Project Papers (3)

Final Marketing Plan
Mock Defense
Final Oral Presentation

15 percent
5 percent
10 percent
20 percent

Notes about Specific Requirements:

1. Class Participation (15%) - Class participation is highly encouraged as it provides a good
gauge of students interest in the subject.
2. Quizzes/Assignments (20%) - Quizzes will be unannounced with no makeup quizzes to be
given. Other assignments shall be given as needed.
3. Written Analyses of Cases or WACs (15%) Students are expected to analyze and
recommend what to do in specific business situations by applying concepts and principles
learned in class.
4. Group Project Papers (15%) Each group is required to submit partial Project Papers that
will serve as periodic updates of their progress in completing the Marketing Plan. These
project papers will be graded.
5. Mock Defense (10%) & Final Marketing Plan (5%) - These are the culminating
activities that will help integrate all concepts discussed in class. Each group is expected to
come up with a comprehensive marketing plan for an approved product or service. (An
outline is provided for your guidance). Focus should be on the development of sound,
feasible & effective marketing programs that the student can defend in oral presentation.
There will be a graded mock defense before Final Oral Presentation.
6. Final Oral Presentation (20%) Each group will present their marketing plan to a panel
of guest judges. The grade to be given by the panel will be considered final.

GRADE EQUIVALENTS
Final Mark
A
B+
B
C+
C
D
F
W
6.

Numerical Equivalent
92-100
87-91
83-86
79-82
76-78
70-75
Below 70
Overcut
POLICIES

Quality Point Equivalent

3.76-4.00
3.31-3.75
2.81-3.30
2.31-2.80
1.81-2.30
1.00-1.80
Below 1.00

1. Attendance. Attendance will be checked. Additional guidelines shall be issued by the individual
faculty as to tardiness.
2. Dress Code. The prescribed dress code for students of the JGSOM should be strictly observed.
A student not properly attired will be marked absent and not be allowed to take
quizzes/exams/etc.
3. Plagiarism. Each piece of assessable work must be demonstrably the student/s own. In this
class the copying, borrowing or the unacknowledged use of another persons ideas or written
language as ones own whether published or unpublished will be penalized. Any piece of work
that is plagiarized in whole or in part will not be assessed and will be marked F.
4. Mobile Phones. Mobile phones should be turned off or kept in silent mode during class hours.
5. Force Ranking. Students will be asked to force-rank themselves and other members of their
respective groups for all group activities. The basis for their rankings will be the degree and
significance of each members relative contribution to the group effort. These rankings will be
considered in the grading of group work activities.
6. The Student Handbook will serve as the guide for all. Additional guidelines may be issued by
individual faculty to respective classes.
VII. CONSULTATIONS
Consultation hours will be announced individually by each lecturer. The students are encouraged
to regularly seek the advice of their respective faculty. You may check their schedule with the
secretary (Ms. Peachy V. Abao) of the Marketing & Law Department. You may also email them
directly to request for an appointment.

DEPARTMENTAL MARKETING PLAN OUTLINE

Project Summary 5-10 pages to be submitted separately

PICS Title Page
I.

Marketing Background
A. Overview of the Industry
1. Market Size (Volume / Value)
2. Market Trends (Past 3-5 years)
B. Market Profile (General purchase and usage habits)
C. Environmental Analysis
1. Analysis of Opportunities and Threats
2. Key Success Factors

II.

Competitive Analysis
A. Competitive Positioning
B. Market Shares/ Sales Volume / Sales and Profit Trends
C. Marketing Strategies (for each of the 4 Ps)
D. Strengths and Weaknesses of Competition (in terms of 4 Ps)

III.

Company Background
A. Company Profile
B. Current Position of the Company/Brand in the Market
C. Company/Brand Strengths and Weaknesses Analysis
D. Brand Consumer Profile
1. Identified Market Segments
2. Market Needs Being Addressed
3. Buying Patterns
4. Usage Habits
E. Present Marketing Strategy
1. Segmentation, Targeting and Positioning
2. Marketing Mix (Four Ps)
3. Competitive Strategies Employed

IV.

Identified Market Opportunity

V.

Proposed Target Market

A. Demographics
B. Psychographics
C. Behavioral
D. Geographic

VI.

Marketing Objectives
A. Overall Marketing Objectives
(A Brief Description of the Plans Short Term Goals, i.e. 3 years)
B. Specific Objectives and Targets (3 years)
1. Market Shares
2. Sales (Volume and Value)
3. Profits
4. Distribution

VII.

Overall Marketing Strategy

(A Brief Description of Overall Strategy for the Brand)

VIII.

The Marketing Mix

(Should always be in comparison to competition)

A. Product
1. Product Strategy
2. Product Description / Features / USP
3. Packaging
B. Pricing
1. Pricing Strategy
2. Detailed Product Costing
3. Selling Price Index vs. Competition
C. Distribution
1. Distribution Strategy
2. Trade Channels
3. Distribution Scheme
D. Promotions
1. Overall Promotions Strategy
2. Advertising
3. Consumer and Trade Activities
4. Merchandising / Point of Purchase Materials
5. Publicity / Public Relations / Events
IX.

3-Year Financial Forecasts

A. Sales Volume/Value Projections
B. Detailed Marketing Budget and Marketing Timetable
C. Income Statement

X.

Attachments / Appendices