LYCEUM UNIVERSAL COLLEGE

4th Floor AMSWAI Building, Bayani Road,

Fort Bonifacio, 1633 Taguig, Philippines
COURSE SYLLABUS
Subject Code: PRIMAR001
Subject Title: Principles of Marketing
Subject description: In this course, the students learn about the design,
development, implementation and evaluation of comprehensive marketing plan;
product analysis; market analysis; market positioning strategies; goal strategies;
program formulation; marketing tactics and practices; decision-making in terms of
product, place, price and channel or distribution; mixers for tourism attraction and
service.
Credits: 3 units
No. of Hours: 54 hours
Course Objectives:
At the end of this course, the students should be able to:
1. describe and explain the fundamentals of the 4Ps of marketing;
2. understand consumers and consumer buying behavior;
3. prepare an effective promotional material for a product/service for various
channels of distribution;
4. develop a simple but comprehensive marketing plan following principles that
will be introduced in the course;
Important reminders:
1. The online course shall run for 14 weeks and shall consist of 7 modules. Each
module shall be made available on the Online portal. Students MUST check
the online portal regularly for learning materials, announcements and/or
updates.
2. Students must submit all requirements (activity, examinations, etc.) on or
before the specified due date, otherwise corresponding deductions will be
given. Non-submission of ANY requirement will automatically be given a
grade of 70 and will be computed accordingly.
3. Computation of grades. Being an online course, you will be rated based on
your submissions:
Periodic Exams 40%
Activities/Projects 40%
Over-all quality of work and promptness 20%
Total 100%
We shall follow the Colleges prescribed grading system:

Grade Scale

Scale 2

Grade Description

US Grade

1.00 - 1.24 96.00 - 100.00 Excellent

A+

1.25 - 1.49 94.00 - 95.99

Superior

1.50 - 1.74 91.00 - 93.99

Very Good

A-

1.75 - 1.99 89.00 - 90.99

Good

B+

2.00 - 2.24 86.00 - 88.99

Very Satisfactory

2.25 - 2.49 83.00 - 85.99

High Average

B-

2.50 - 2.74 80.00 - 82.99

Average

C+

2.75 - 2.99 77.00 - 79.99

Fair

3.00 - 3.99 75.00 - 76.99

Pass

C-

4.00 - 4.99 70.00 - 74.99

Conditional

5.00 - 5.00 0.00 - 69.99

Failing

5A

Failure Due To Absences

5W

Withdrawal

INC

Incomplete

DRP

Dropped

4. Consultations:
Days: Mondays to Fridays
Time: 9:00 AM to 11:00AM and 2:00PM to 4:00PM ONLY(Philippine Time)
via the Online course portal, via Facebook @louise.ian or via email:
louiseian.dlr@gmail.com
Course Outline:
Module 1: Introduction to Marketing
a. Marketing defined
b. Market Segmentation
c. Classification of Markets and Goods
d. Developing a Marketing Strategy
Module 2: Product
a. Product defined
b. Product development
c. Stages of Product Life Cycle
d. Reasons for Product Failure
e. Product Line and Product Mix
f. Branding

Module 3: Price
a. Price and Pricing Strategies
b. Pricing Approaches
Module 4: Place
a. Channels of distribution
b. Types of Trade Channels
c. Physical distribution system
Module 5: Promotion
a. Elements of Promotional Mix
b. Personal Selling
c. Advertising
d. Sales Promotion
e. Publicity and Public Relations
Module 6: The Consumer [People]
a. The Consumer
b. Consumer Buying Behavior
c. Buyer Decision Process
d. The 4 Cs Marketing Model
Module 7: Developing a Marketing Plan
a. PEST Analysis
b. SWOT Analysis
c. Marketing Plan components

References:Any marketing book

http://www.forbes.com/sites/davelavinsky/2013/09/30/marketing-plan-templateexactly-what-to-include/3/#226c860357b0
http://marketingmix.co.uk/
https://www.entrepreneur.com/article/43018
http://successful-artists.goseedo.org/how-to-write-a-simple-marketing-plan/
https://www.youtube.com/watch?v=N3XX1QekLc4
http://www.slideshare.net/HG52/how-to-develop-a-simple-marketing-plan
http://www.yourgotoguy.ca/wp-content/uploads/2014/03/The-Worlds-ShortestMarketing-Plan.pdf
http://www.quickmba.com/strategy/pest/

Prepared by:
MS. LOUISE IAN T. DE LOS REYES-AQUINO, RL, MBA, DBA (cand.)