Principles of

Marketing
A Course Pack for
BSAIS Students

1
 Course Specification

Writer: MICHELLE A. ALCEBAR, MBA

Course Title Principles of Marketing

Course Description This course focuses on the principles of marketing with its
major emphasis on the contemporary concepts of
Marketing’s 4 P’s. It covers topics on understanding
marketing and the marketing process, analyzing marketing
opportunities, selecting target markets, developing
marketing mix, managing marketing effort and the
application of principles of marketing to accounting and
information system.
Units / Credit Equivalent 3 units

Course Outcome Develop a Marketing Plan

Learning Outcomes
 Explore the different concepts and principles of marketing and its forces affecting
its operation in the Philippine Setting;
 Examine the different types of marketing mix tools – 4P’s including the market
segmentation process for product planning; and
 Develop effective marketing mix strategies

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 Course Pack Structure
Principles of Marketing

Module Intended Learning Lessons Writer

Outcomes
1 MICHELLE A.
“Marketing  Explore the different Lesson 1: An ALCEBAR, MBA
in the marketing concepts, Overview of
Philippines” principles and its Marketing
essence.
 Examine how Lesson 2: The
marketing started, its Philippine
terminologies, Marketing
functions and Environment
purpose.
 Examine the Lesson 3: Market
different forces Segmentation
affecting marketing.
 Identify and describe
the steps of target
marketing.
 Explore the different
levels of market
segmentation and
bases for segmenting
markets.

2 Lesson 4: Product MICHELLE A.

“Marketing  Examine the ALCEBAR, MBA
Mix Tools” different the Lesson 5: Pricing
different stages of
product life cycle. Lesson 6: Place
 Identify the various
pricing approaches Lesson 7:
and strategies. Promotional Mix
 Develop effective
marketing strategy in
terms of setting the
right price of a
product.
 Explore the different
distribution channel
that products and
services pass through

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 in marketing.
 Differentiate
retailing and
wholesaling and its
different
classifications.
 Examine the
different
promotional mix on
how to promote
products.
 Identify promotional
strategy which could
easily convey
customer’s attention.

3 MICHELLE A.
“The  Develop effective ALCEBAR, MBA
Marketing marketing mix Lesson 8:
Plan” strategies. Developing a
 Design a marketing marketing plan
plan.

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 Module Structure

Module No. & Title Module 3: The Marketing Plan

Module Overview Welcome to the module 3 of the course. This part is the result of
your learning gained in the previous lessons of this self –
instructional module. You will be developing your own marketing
plan in this unit as you will be guided here with the modified format
of a strategic marketing plan.

Module  Develop effective marketing mix strategies

Objectives/Outcomes

Lessons in the module Lesson 8: Developing a Marketing Plan

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 MODULE 3: THE MARKETING PLAN

Lesson 8: Developing Marketing Plan

Learning Objectives:

The students must be able to:

1. Develop effective marketing mix strategies; and

2. Design a strategic marketing plan.

Time Frame: 16th - 17th week

Introduction

This lesson expose you in the actual marketing plan of your own wherein those
marketing mix strategies you have made will be brought into life in this unit.
Welcome and may you enjoy taking your time here in producing your paper.

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Activity

Exercise No. 22

Experimental exercises:

Arrange the following letters:

1. OCPTDRU
2. RTAEMK
3. LPBRMOE
4. SRDUTINIBOI
5. TOPMRIOIN
6. SICAINATTSOF
7. TRMCESOU
8. OGITINSPNIO
9. EMPOTTCSMIR
10. RDVTSIGANEI

Analysis

Exercise No. 23

Assume yourself as a marketing manager, what can you do now in order to

implement the marketing plan more effectively?

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Abstraction

What is planning?

Planning refers to the process of preparing a course of action for a company to achieve its
goals. And so, this function will be applied when planning about the marketing aspect of
the company.

Marketing plan – is a written document that contains every marketing mix decisions for
the company’s product is worth producing for.

MARKETING PLAN FORMAT

This is a modified format specialized for your final paper in marketing. The format
focuses on the marketing mix tools – the 4Ps – strategies.

1. PRODUCT
 Product name, levels and classification
 Market segmentation, target marketing and positioning
 Branding, Packaging and Labeling

Figure 1: Product

 The first P of marketing mix tools is the first basic tools that you need to plan out
in your paper. You need to provide a name of your product and a brief description
of its classification and benefits.

 Please formulate also your own brand name of your product and just simply state
the packaging strategy you are going to do with your product as well as a sample
of your product label.

 Kindly include in this part also your market segmentation strategy used as you
specify your target market as well as your competitive advantage among other
competitors.

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 2. PRICE
 Pricing strategies
 Costing (fixed & variable cost)
 Break- Even Price

Figure 2: Price

 The second P of marketing mix tools is the setting of the price of your product.
Please indicate in your paper the pricing strategy that you will be using.

 Kindly specify also in this part the costing of your product in terms of its fixed
and variable cost.

 Please include also the computation of the breakeven price per unit of your
product.

3. PLACE
 Location of the business
 Distribution channel structure
 Distribution strategy

Figure 3: Place

 The third P of marketing mix tools is the marketing channels that is also very
helpful in order for your product to be made available to your customer. You may
plan out as to what would be the best distribution strategy for your product.

 Please illustrate also your channel of distribution structure wherein your product
could be made available up to final user.

 Kindly indicate in this part the location of your business wherein your product
could be reached out by the customer.

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 4. PROMOTION
 Advertising
 Personal selling
 Sales promotion
 Public relations
 Type of promotional mix strategy in general

Figure 4: Promotion

 The fourth P of marketing mix tools is promotional mix tools that you can use for
your product to be more very well known in the public.

 Please provide your strategy for each promotional mix tools.

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Application

Exercise No. 24

Following the format presented in this module, kindly apply it to your

own marketing plan paper. There are 4 Ps marketing mix tools inside the
boxes with its corresponding guide. Please follow the modified format
especially given for you and fill in the needed information for each given
guide format.

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Closure

Prepare the final copy of your marketing plan paper and you’re done with the course.
CONGRATULATIONS...

Module Assessment

Briefly provide a plan for each of the following:

1) Product
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
_________________________________________________________________

2) Price
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________

3) Place
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
4) Promotion
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________

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REFERENCES

Dionelly, J. H. & Peter, J. P. (2013). Marketing management knowledge and skills. (11th
ed.). New York: Mc Graw Hill International Education.

FAO (2006). Farm planning and management for trainers and extension workers in Asia.
United States: Prentice Internal Hall, Inc.

Keller K. L. & Kotler, P. (2006). Marketing management. (12th ed.). Unites States of
America: Pearson Prentice Hall.

Kotler, P., (2016). Marketing management. Upper Saddle River, N.J.: Prentice Hall
Internal, Inc.

Medina, R. (2015). Principles of marketing. (Revised ed.). Manila: Rex Bookstore, Inc.

Young, F. & Pagoso, C. (2012). Principles of marketing. (1st ed.). Manila: Rex
Bookstore, Inc.

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