BA 270 Principles of Marketing

Course title: BA270 Principles of Marketing

Campus: National

Initiator: Marlene Mangonon and George Mangonon

Date: June 1, 2021

Course description

Basic concepts, problems, opportunities, and principles of marketing will be covered in this course. Focus will be put on principles and practices in marketing research, consumer and Business-to-Business (B2B), segmentation and positioning, strategic marketing planning, and applying the 4Ps of marketing (i.e. product, price, place, and promotion). The student will prepare and present a simple marketing plan that demonstrates learnt concepts.

Hours per Week

No. of Weeks

Total Hours

Semester Credits

Lecture

3

x

16

x

48

=

3

Laboratory

x

x

=

Lecture / Lab

x

x

=

Workshop

x

x

=

Total Semester

Credits

3

PSLO#

Program

None

[X]

1. Effective oral communication: capacity to deliver prepared, purposeful presentations designed to increase knowledge, to foster understanding, or to promote change in the listeners’ attitudes, values, beliefs, or behaviors.

[X]

2. Effective written communication: development and expression of ideas in writing through work in many genres and styles, utilizing different writing technologies, and mixing texts, data, and images through iterative experiences across the curriculum.

[ ]

3. Critical thinking: a habit of mind characterized by the comprehensive exploration of issues, ideas, artifacts, and events before accepting or formulating an opinion or conclusion.

[X]

4. Problem solving: capacity to design, evaluate, and implement a strategy to answer an open-ended question or achieve a desired goal.

[ ]

5. Intercultural knowledge and competence: a set of cognitive, affective, and behavioral skills and characteristics that support effective and appropriate interaction in a variety of cultural contexts.

[X]

6. Information literacy: the ability to know when there is a need for information, to be able to identify, locate, evaluate, and effectively and responsibly use and share that information for the problem at hand.

[X]

7. Foundations and skills for life-long learning : purposeful learning activity, undertaken on an ongoing basis with the aim of improving knowledge, skills, and competence.

[ ]

8. Quantitative Reasoning: ability to reason and solve quantitative problems from a wide array of authentic contexts and everyday life situations; comprehends and can create sophisticated arguments supported by quantitative evidence and can clearly communicate those arguments in a variety of formats.

CSLO (General) 1: Explain the function of marketing as it relates to business performance.

Student Learning Outcome (specific)

ISLO

PSLO

Assessment Strategies

1.1 Discuss marketing concepts, principles, and theories.

4, 6, 7

1

The student will complete an exam rated with a rubric that will focus on discussion of marketing concepts, principles, and theories.

1.2 Discuss strategic planning for competitive advantage.

4, 6, 7

1

The student will complete an exam rated with a rubric that will focus on discussion of strategic planning for competitive advantage.

1.3 Discuss how social responsibility, and ethical behavior produce profitable goods and services.

4, 6, 7

1

The student will complete an exam rated with a rubric that will focus on discussion of how social responsibility and ethical behavior produce profitable goods and services.

1.4 Discuss internal and external environmental factors that affect marketing.

4, 6, 7

1

The student will complete an exam rated with a rubric that will focus on discussion of internal and external environmental factors that affect marketing.

CSLO (General) 2: Analyze marketing opportunities for a firm.

Student Learning Outcomes (specific)

ISLO

PSLO

Assessment Strategies

2.1 Differentiate the consumer buying behaviors.

4, 6, 7

1

The students will complete a group project rated with a rubric that will require them to differentiate the consumer buying behaviors.

2.2 Categorize the business market buying behaviors.

4, 6, 7

1

The students will complete a group project rated with a rubric that will require them to categorize the business market buying behavior.

2.3 Conduct basic marketing research to solve a marketing problem.

4, 6, 7

1

The students will complete a group project report rated with a rubric that will require them to conduct basic marketing research to solve a marketing problem.

2.4 Examine various ways of entering the global marketplace.

4, 6, 7

1

The students will complete a group project report rated with a rubric that will require them to examine various ways of entering the global marketplace.

2.5 Categorize extended, and B2B marketing.

4, 6, 7

1

The students will complete a group project report rated with a rubric that will require them to categorize extended, and B2B marketing.

2.6 Segment the market for product positioning.

4, 6, 7

1

The students will complete a group project report rated with a rubric that will require them to segment the market for product positioning.

CSLO (General) 3: Develop basic marketing strategies for a firm.

Student Learning Outcomes (specific)

ISLO

PSLO

Assessment Strategies

3.1 Plan the target markets.

4, 6, 7

1

The students will complete a group project report rated with a rubric that will require them to plan the target markets.

3.2 Prepare the profile of a target market.

4, 6, 7

1

The students will complete a group project report rated with a rubric that will require them to prepare the profile of a target market.

3.3 Create a marketing mix (4Ps of marketing).

4, 6, 7

1

The students will complete a group project report rated with a rubric that will require them to create a marketing mix (4Ps of marketing).

CSLO (General) 4: Prepare a simple marketing plan for a small business within a local business setting.

Student Learning Outcomes (specific)

ISLO

PSLO

Assessment Strategies

4.1 Write the basic components of a marketing plan.

2*, 6, 7

3

The student will complete a project consisting of the basic components of a marketing plan. The marketing plan project will be rated using a rubric.

4.2 Present a marketing plan.

1, 6, 7

3

The student will present a marketing plan, which will be rated using a rubric.

BA270 Principles of Marketing