Republic of the Philippines
Province of Batangas
CITY OF TANAUAN
TANAUAN CITY COLLEGE
TANAUAN City of Colors
E-mail: tanauancitycollege@gmail.com Tel. No.: (043) 702 – 6979; (043) 706 – 6961; (043) 706
URL: https://www.facebook.com/pages/Tanauan-City-College/554034167997845
- 3934
Bachelor of Science in Business Administration – Major in Marketing Management
CGT-TCC-F59
VISION
In 2030, the Tanauan City College will be globally competitive self-sustaining technological-vocational college of the Constituents of Tanauan, Batangas which produces Filipino
professionals who are patriotic and nationalistic in character, productively contributing to society, highly skilled and technology driven.
MISSION
In implementing its vision, the TCC endeavors:
1. To provide relevant educational opportunities geared towards local and global demands of an emerging agro-industrial and industrial-tourist-commercial community at reasonable
price for constituents of Tanauan, Batangas and its adjacent Municipalities and Cities in Luzon;
2. To provide quality education through excellence in training and instruction in technology and sciences, and excellence in languages, humanities and the arts;
3. To provide advanced studies, applied research and extension services ,a and experimentation in the field of agro-business, commerce and tourism, technology, and social sciences; and
4. Finally, its aims to model the patriotism and nationalism of its visionary leaders in Philippine History: Apolinario M. Mabini and Jose Laurel.
CORE VALUES
P
–
I
–
V
–
O
–
T
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Professionalism
Integrity
Value for Excellence
Open for Innovation
Teamwork
CGT-TCC-F59
Page 2 of 8
Tanauan City College
I. COURSE IDENTIFICATION
Course Title
MARKETING MANAGEMENT
Course Code
MKMA03
3 units
3 hours Lecture
Course Credit
Hours per Week
Course PreRequisite
BAEL01
Course Co-Requisite
None
Curriculum:
BSBA 2022 Curriculum
Semester
First Semester, Third Year Level
The course is an introduction to the language and issues of marketing with an emphasis on learning to develop responsive marketing strategies that meet
customer needs. The course focuses on basic marketing concepts, the role of marketing in the organization, and the role of marketing in society. Topics
Course Description
include market segmentation, product development, promotion, distribution, and pricing.
At the completion of the program, the students should be able to:
(SO1) assume supervisory or managerial responsibilities within the organization;
(SO2) pursue graduate studies in business and management;
(SO3) manage a business;
Student Outcomes (SOs)
(SO4) analyze the business environment and strategic direction;
Addressed by the Course
(SO5) prepare operational plans ;
(SO6) innovate business ideas based on emerging industries;
(SO7) manage a strategic business unit for economic sustainability
A student enrolled in this course should be able to meet the following performance indicators:
(PI1) Described the stages of the product life cycle and how marketing strategies change during the product life cycle.
(PI2) Applied the principles of market segmentation to example scenarios;
Performance Indicators
(PI3) Developed an integrated marketing plan using the marketing mix;
(PI4) Developed a new product then identify the target market then formulate a competitive advantage, pricing strategy of the product and apply
marketing strategies.
At the end of this course, students should be able to:
Course Intended Learning
Outcomes (CILO)
Module
Subject Matter / Topics
BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION
Academic Year 2022 – 2023
(CILO1) analyze the role of marketing within the firm and society;
(CILO2) expose you to the two parts of a marketing strategy: the target market and the marketing mix;
(CILO3) study the four basic variables in the marketing mix: product, promotion, price, and distribution;
(CILO4) exercise analytical, communication, and presentation skills (through use of technological aids, such as Microsoft Word, PowerPoint, and the
Internet) – the basic tools of marketing.
Teaching-learning 3.
Activities (TLA)
Course Code: MKMA03
Course Title : Marketing Management
Rev. No.
Date Revised : July 2022
Time Frame
Hours
Learning Outcomes
Assessment/Evaluation
Weeks
Prepared by:
Checked by:
Faculty
.
Dean/Program Head
Approved by:
VPAA
CGT-TCC-F59
Page 3 of 8
Tanauan City College
INTRODUCTION
Discussion of the following:
1. Course Syllabus
2. Grading System
3. Classroom Rules and Policies
4. Vision and Mission of the institution
Module 1: Marketing and Its
Environment
1. What is Marketing?
2. Understanding the Marketplace and
Custom
3. Designing a Customer Value–Driven
Marketing Strategy and Plan
4. Managing Customer Relationships
and Capturing Customer Value
5. The Changing Marketing Landscape
6. The Microenvironment and
Macro environment
7. The Demographic and Economic
Environments
8. The Natural and Technological
Environments
9. The Political–Social and Cultural
Environments
10. Responding to the Marketing
Environment
Methods
 Discussion
Resources
 Student Manual
 Syllabus
Module 2: Consumer and Business
Markets and Their Behavior
1. Model of Consumer Behavior
2. Characteristics Affecting Consumer
Behavior
3. Buying Decision Behavior and the
Buyer Decision Process
4. The Buyer Decision Process for New
Methods
• Modular Blended
• Face-to-face Lecture and
Discussion
• Collaborative Learning
• Case / Subject Study
• Multi Media Instruction
Resources
BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION
Academic Year 2022 – 2023
Methods
• Modular Blended
• Face-to-face Lecture and
Discussion
• Collaborative Learning
• Case / Subject Study
• Multi Media Instruction
Resources
• LMS
• Printed Modules
• Online or offline activities
• Syllabus
• Courseware
• Video sharing site
Course Code: MKMA03
Course Title : Marketing Management
Rev. No.
Date Revised : July 2022
1 hr
5 hrs
6 hrs
Week 1
Weeks
1-2
Weeks
3-4
At the end of the period, the students should be able to:
1. identify the topic contents of the course;
2. understand the course’ grading system;
3. apply and follow the classroom rules and policies;
4. understand the Vision and Mission of the institution
At the end of the period, the students should be able to:
1. define marketing and outline the steps in the marketing
process;
2. explain the importance of the marketplace and
customers and identify the 5 core marketplace concept;
3. identify the key elements of a customer value–driven
marketing strategy;
4. discuss customer relationship management and
identify strategies for creating value for customers;
5. describe the major trends and forces that are changing
the marketing landscape in this age of relationships;
6. describe the environmental forces that affect the
company’s ability to serve its customers;
7. explain how changes in the demographic and
economic environments affect marketing decisions;
8. identify the major trends in the firm’s natural and
technological environments;
9. explain the key changes in the political and cultural
environments;
10. discuss how companies can react to the marketing
environment.
At the end of the period, the students should be able to:
1. define the consumer market and construct a simple
model of consumer buyer behavior;
2. name the four major factors that influence consumer
buyer behavior;
3. list and define the major types of buying decision
behavior and the stages in the buyer decision process;
4. describe the adoption and diffusion process for new
Prepared by:
Checked by:
Faculty
.
Dean/Program Head
• Gauged Online or offline
Assignment, Independent
Project or Presentation
(Rubric)
• Passed at least 75% of
Quiz or
Major Examination
• Self-assessment Instrument
• Learning Journals
• Formative and Summative
• Gauged Online or offline
Assignment, Independent
Project or Presentation
(Rubric)
• Passed at least 75% of
Quiz or Major Examination
• Self-assessment Instrument
• Learning Journals
Approved by:
VPAA
CGT-TCC-F59
Page 4 of 8
Tanauan City College
Products
5. Business Markets
6. Business Buyer Behavior
7. The Business Buyer Decision
Process
8. Engaging Business Buyers with
Digital and Social Marketing
9. Institutional and Government
Markets
• LMS
• Printed Modules
• Online or offline activities
• Syllabus
• Courseware
• Video sharing site
Module 3: Creating Competitive
Advantage and Value for Target
Customers
1. Competitor Analysis
2. Competitive Strategies
3. Balancing Customer and Competitor
Orientations
4. Marketing Strategy
5. Market Segmentation
6. Market Targeting
7. Differentiation and Positioning
Methods
• Modular Blended
• Face-to-face Lecture and
Discussion
• Collaborative Learning
• Case / Subject Study
• Multi Media Instruction
Resources
• LMS
• Printed Modules
• Online or offline activities
• Syllabus
• Courseware
• Video sharing site
Module 4: Products, Services, and
Brands and the Development of New
Products and Managing the Product
Life Cycle
1. What Is a Product?
2. Product and Service Decisions
3. Services Marketing
4. Branding Strategy: Building Strong
Methods
• Modular Blended
• Face-to-face Lecture and
Discussion
• Collaborative Learning
• Case / Subject Study
• Multi Media Instruction
Resources
BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION
Academic Year 2022 – 2023
Course Code: MKMA03
Course Title : Marketing Management
Rev. No.
Date Revised : July 2022
6 hrs
6 hrs
Weeks
5–6
Weeks
7-8
products;
5. define the business market and explain how business
markets differ from consumer markets;
6. identify the major factors that influence business buyer
behavior;
7. list and define the steps in the business buying decision
process;
8. discuss how new information technologies have
changed business-to-business marketing;
9. compare the institutional and government markets and
explain how their buyers make their buying decisions.
At the end of the period, the students should be able to:
1. discuss the need to understand competitors as well as
customers through competitor analysis;
2. explain the fundamentals of competitive marketing
strategies based on creating value for customers;
3. illustrate the need for balancing customer and
competitor orientations in becoming a truly marketcentered organization;
4. define the major steps in designing a customer value–
driven marketing strategy;
5. list and discuss the major bases for segmenting
consumer and business markets;
6. explain how companies identify attractive market
segments and choose a market-targeting strategy;
7. discuss how companies differentiate and position
their products for maximum competitive advantage.
At the end of the period, the students should be able to:
1. define product and describe the major classifications
of products and services;
2. describe the decisions companies make regarding their
individual products and services, product lines, and
product mixes;
3. identify the four characteristics that affect the
marketing of services and the additional marketing
Prepared by:
Checked by:
Faculty
.
Dean/Program Head
• Formative and Summative
• Gauged Online or offline
Assignment, Independent
Project or Presentation
(Rubric)
• Passed at least 75% of
Quiz or
Major Examination
• Self-assessment Instrument
• Learning Journals
• Formative and Summative
• Gauged Online or offline
Assignment, Independent
Project or Presentation
(Rubric)
• Passed at least 75% of
Quiz or
Major Examination
• Self-assessment Instrument
Approved by:
VPAA
CGT-TCC-F59
Page 5 of 8
Tanauan City College
Brands
5. New Product Development Strategy
6. The New Product Development
Process
7. Product Life-Cycle Strategies
8. Additional Product and Service
Considerations
• LMS
• Printed Modules
• Online or offline activities
• Syllabus
• Courseware
• Video sharing site
considerations that services require;
4. discuss branding strategy—the decisions companies
make in building and managing their brands;
5. explain how companies find and develop new product
ideas;
6. list and define the steps in the new product
development process;
7. describe the stages of the product life cycle and how
marketing strategies change during a product’s life
cycle;
8. discuss two additional product issues: Socially
responsible product decisions and international
product and services marketing;
9. create and present innovations to products in the
locality.
• Learning Journals
• Formative and Summative
MIDTERM ASSESSMENT (Week 9)
Module 5: Pricing and Pricing
Strategies
1. What is Price?
2. Major Pricing Strategies
3. New Product Pricing Strategies
4. Product Mix Pricing Strategies
5. Price Adjustment Strategies
6. Price Changes
Module 6: Marketing Channels
1. Channel Behavior and Organization
2. Channel Design Decisions
3. Channel Management Decisions
BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION
Academic Year 2022 – 2023
Methods
• Modular Blended
• Face-to-face Lecture and
Discussion
• Collaborative Learning
• Case / Subject Study
• Multi Media Instruction
Resources
• LMS
• Printed Modules
• Online or offline activities
• Syllabus
• Courseware
• Video sharing site
Methods
• Modular Blended
• Face-to-face Lecture and
Discussion
Course Code: MKMA03
Course Title : Marketing Management
Rev. No.
Date Revised : July 2022
6 hrs
6 hrs
Weeks
10 – 11
Weeks
At the end of the period, the students should be able to:
1. discuss the importance of pricing in today’s fastchanging environment;
2. identify the three major pricing strategies and discuss
the importance of understanding; customer-value
perceptions when setting prices;
3. describe the strategies for pricing new products;
4. explain how companies find a set of prices that
maximizes the profits from the total product mix;
5. discuss how companies adjust their prices taking
account different types of customers & situations.
• Gauged Online or offline
Assignment, Independent
Project or Presentation
(Rubric)
• Passed at least 75% of
Quiz or
Major Examination
• Self-assessment Instrument
• Learning Journals
• Formative and Summative
At the end of the period, the students should be able to:
1. discuss how channel members interact and how they
organize to perform the work of the channel;
2. identify the major channel alternatives open to a
• Gauged Online or offline
Assignment, Independent
Project or Presentation
(Rubric)
Prepared by:
Checked by:
Faculty
.
Dean/Program Head
Approved by:
VPAA
CGT-TCC-F59
Page 6 of 8
Tanauan City College
4. Marketing Logistics and Supply
Chain Management
5. Retailing
6. Retailer Marketing Decisions
7. Retailing Trends and Developments
8. Wholesaling
• Collaborative Learning
• Case / Subject Study
• Multi Media Instruction
Resources
• LMS
• Printed Modules
• Online or offline activities
• Syllabus
• Courseware
• Video sharing site
Module 7: Engaging Consumers and
Communicating Customer Value
including Advertising and Public
Relations
1. The Promotion Mix
2. Integrated Marketing
Communications
3. Developing Effective Marketing
Communication
4. Setting the Total Promotion Budget
and Mix
5. Advertising
6. Major Advertising Decisions
7. Public Relations
8. Major Public Relations Tools
Methods
• Modular Blended
• Face-to-face Lecture and
Discussion
• Collaborative Learning
• Case / Subject Study
• Multi Media Instruction
Resources
• LMS
• Printed Modules
• Online or offline activities
• Syllabus
• Courseware
• Video sharing site
Module 8: Personal Selling, Sales
Promotion, Direct, Online, Social
Media, and Mobile Marketing
1. Personal Selling
2. The Personal Selling Process
3. Sales Promotion
4. Direct and Digital Marketing
Methods
• Modular Blended
• Face-to-face Lecture and
Discussion
• Collaborative Learning
• Case / Subject Study
• Multi Media Instruction
BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION
Academic Year 2022 – 2023
Course Code: MKMA03
Course Title : Marketing Management
Rev. No.
Date Revised : July 2022
12 – 13
6 hrs
6 hrs
Weeks
14 – 15
Weeks
16 – 17
company;
3. explain how companies select, motivate, and evaluate
channel members;
4. discuss the nature and importance of marketing
logistics and integrated supply chain management;
5. explain the role of retailers in the distribution channel
and describe the major types of retailers;
6. describe the major retailer marketing decisions;
7. discuss the major trends and developments in
retailing;
8. explain the major types of wholesalers and their
marketing decisions.
At the end of the period, the students should be able to:
1. define the five promotion mix tools for
communicating customer value;
2. discuss the changing communications landscape and
the need for integrated marketing communications.;
3. outline the communication process & the steps in
developing effective marketing communications;
4. explain the methods for setting the promotion budget
and factors affecting design of the promotion mix;
5. define the role of advertising in the promotion mix;
6. describe the major decisions involved in developing
an advertising program;
7. define the role of public relations in the promotion
mix;
8. explain how companies use pr to communicate with
their publics.
At the end of the period, the students should be able to:
1. discuss the role of a company’s salespeople in
creating value for customers and customer
relationships;
2. discuss the personal selling process, distinguishing
between transaction-oriented & relationship
marketing;
Prepared by:
Checked by:
Faculty
.
Dean/Program Head
• Passed at least 75% of
Quiz or
Major Examination
• Self-assessment Instrument
• Learning Journals
• Formative and Summative
• Gauged Online or offline
Assignment, Independent
Project or Presentation
(Rubric)
• Passed at least 75% of
Quiz or
Major Examination
• Self-assessment Instrument
• Learning Journals
• Formative and Summative
• Gauged Online or offline
Assignment, Independent
Project or Presentation
(Rubric)
• Passed at least 75% of
Quiz or
Major Examination
Approved by:
VPAA
CGT-TCC-F59
Page 7 of 8
Tanauan City College
5. Forms of Direct and Digital
Marketing
6. Social Media and Mobile Marketing
7. Traditional Direct Marketing Forms
Resources
• LMS
• Printed Modules
• Online or offline activities
• Syllabus
• Courseware
• Video sharing site
3. explain how sales promotion campaigns are
developed and implemented;
4. define direct and digital marketing and discuss their
rapid growth and benefits to customers and companies;
5. identify and discuss the major forms of direct and
digital marketing;
6. discuss how companies use social media and mobile
marketing to engage consumers;
7. identify and discuss the traditional direct marketing
forms.
• Self-assessment Instrument
• Learning Journals
• Formative and Summative
FINAL ASSESSMENT (Week 18)
II. TEXTBOOK(S) AND REFERENCES
Textbook(s)
1. Principles of Marketing by Philip Kotler and Gary Armstrong, 17th Edition
Other
Reference(s)
III. COURSE REQUIREMENTS:
Written Works (WW)
Quality Documentation of Projects
Quizzes
Homeworks
Performance Task (PT)
Creation of Machine Problems
Prompt Submission of Projects and other Requirements
Recitation/ Seatworks/ Boardworks
Term Assessments (TA)
Middle Term Assessments (MT)
Final Term Assessments (FT)
IV. GRADING SYSTEM:
Term Grade (TG)
TG = ( WW * 20%) + (PT * 60%) + (TA * 20%)
The TERM GRADE (TG) is determined using the Transmutation Table (Based 60), to
get the Initial Term Grade equivalent transmuted grade that will reflect in the Report of
Grades.
Semester Grade (SG)
SG = (MT * 40%) + (FT * 60%)
See Student’s Manual
IV. CLASSROOM POLICIES:
BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION
Academic Year 2022 – 2023
Course Code: MKMA03
Course Title : Marketing Management
Rev. No.
Date Revised : July 2022
Prepared by:
Checked by:
Faculty
.
Dean/Program Head
Approved by:
VPAA
CGT-TCC-F59
Page 8 of 8
Tanauan City College
BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION
Academic Year 2022 – 2023
Course Code: MKMA03
Course Title : Marketing Management
Rev. No.
Date Revised : July 2022
Prepared by:
Checked by:
Faculty
.
Dean/Program Head
Approved by:
VPAA