BU-270 Principles of Marketing

Course number and title: BU270 Principles of Marketing

Campus:   National

Initiator: Marlene Mangonon

Date Initiated:

January 20, 2019

Course description:

 This course covers the key concepts of marketing such as strategic planning for competitive advantage, the marketing environment, global marketing, consumer behavior, business marketing, marketing research and information systems.  It also equips the student’s understanding of concepts on creating marketing objectives, segmenting markets, developing target market profiles, and the 4Ps of marketing (product, place, promotion and pricing) and preparing a simple marketing plan.

Hours per Week

No.  of  Weeks

Total Hours

Semester Credits

Lecture

3

x

16

x

48

=

3

Laboratory

x

x

=

Workshop

x

x

=

Total  Semester

Credits

            3

PSLO#

                             Program

N/A

[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.

[X]

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.

[   ]

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

[X]

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.

[   ]

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: Demonstrate basic understanding of marketing concepts.

Student Learning Outcome (specific)

ISLO

PSLO

Assessment Strategies

1.1. Define marketing and discuss what it entails.

2, 7

1

To assess CSLO_1.1, the instructor will use an essay exam/quiz and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by defining marketing and discussing what it entails.

1.2. Discuss strategic planning for competitive advantage.

1, 2, 3, 7

1

To assess CSLO_1.2, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing strategic planning for competitive advantage.

1.3. Discuss marketing environment.

1, 2, 3, 7

1

To assess CSLO_1.3, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing marketing environment.

1.4. Discuss global marketing.

1, 2, 3, 7

1

To assess CSLO_1.4, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing global marketing.

CSLO (General) 2: Demonstrate basic understanding in marketing opportunities.

Student Learning Outcomes (specific)

ISLO

PSLO

Assessment Strategies

2.1. Discuss consumer behavior.  

1, 2, 3, 7

1

To assess CSLO_2.1, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing consumer decision making.

2.2. Discuss business marketing.

1, 2, 3, 7

1

To assess CSLO_2.2, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing business marketing.

2.3. Discuss marketing research and decision support systems.

1, 2, 3, 7

1

To assess CSLO_2.3, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing marketing research and decision support systems.

2.4. Discuss digital marketing and social networking.

1, 2, 3, 7

1

To assess CSLO_2.4, the instructor will use the Learning Management System (LMS) Discussion tool to post a marketing case scenario with guided questions and rate with a rubric.  The student will demonstrate basic understanding of marketing concepts by discussing digital marketing and social networking.

CSLO (General) 3: Demonstrate knowledge and skills in preparing a simple marketing plan.

Student Learning Outcomes (specific)

ISLO

PSLO

Assessment Strategies

3.1. Develop a marketing objective.

2, 5*, 7,

1, 4

To assess CSLO_3.1, the instructor will use a final project (Marketing Plan) for a local business and rate with a rubric.  The student will demonstrate knowledge of preparing a simple marketing plan by developing a marketing objective.

3.2. Segment markets.

2, 5*, 7

1, 4

To assess CSLO_3.2, the instructor will use a final project (Marketing Plan) for a local business and rate with a rubric.  The student will demonstrate knowledge of preparing a simple marketing plan by segmenting markets.

3.3. Develop the profile of a target market.

2, 5*, 7

1, 4

To assess CSLO_3.3, the instructor will use a final project (Marketing Plan) for a local business and rate with a rubric.  The student will demonstrate knowledge of preparing a simple marketing plan by developing the profile of a target market.

3.4. Develop product, place, promotion, and price strategies.

2, 5*, 7

1, 4

To assess CSLO_3.4, the instructor will use a final project (Marketing Plan) for a local business and rate with a rubric.  The student will demonstrate knowledge of preparing a simple marketing plan by developing product, place, promotion, and price strategies.