Principles of Marketing Outline

https://www.ateneo.edu/sites/default/files/MKT%20101%20Syllabus.pdf


I. COURSE DESCRIPTION

A study that builds on the evolution of modern management toward a marketing-oriented view of the 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.

II. COURSE OBJECTIVES

At the end of the course, the student should:
        a. Understand the basic principles, theories, concepts, and dynamics of Marketing.
        b. Apply these principles and tools in case of analysis and to practical business decisionmaking situations.
        c. Integrate the concepts/techniques learned through application in the preparation of a comprehensive marketing plan.
        d. Appreciate and learn more about Marketing as a career.

III. TEXTBOOK

Philip Kotler and Gary Armstrong. Principles of Marketing. 144h Edition.


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                           Chap 14
          Understanding/Developing the Promotions Mix                            Chaps 15-17
          Marketing Arithmetic: Preparing Financial Projections                  Appendix 2

                   SUBMIT PROJECT PAPER #3: Parts VIII to X

D. SOCIAL RESPONSIBILITY AND ETHICS                                    Chap 20

                 SUBMISSION OF FINAL MARKETING PLAN
                  FINAL ORAL DEFENSE