Rizal Memorial Institute of Dapitan City Inc.

Dr. Heinz Lutke St. Potol Dapitan City, Zamboanga Del Norte
7110 Philippines

COLLEGE OF BUSINESS EDUCATION

VISION Rizal Memorial Institute of Dapitan City Inc. (RMIDCI) envisions itself as a recognized provider of dynamic and quality Catholic Christian
education in the Philippines.
MISSION RMIDCI provides avenues for the holistic formation of graduates who prepared for life-long endeavors, place premium on serving the common
good.
GOAL  To ensure that governance and management arrangements are aligned with the noteworthy or best practices of education institutions at
the regional, national or international level.
 To strive to raise the quality of teaching and learning through careful attention to such salient concerns as, among other things, relevant
curricular program, qualified and skilled administrators / faculty/ staff, adequate and commendable learning resources, and pertinent
support programs.
 To systematically plan program for the continuing professional development of faculty and professional exposure of students, their
engagement and research of new knowledge, as well as cultivation or enhancement of their talents and skills for creative work or
innovation.
 To create opportunities for students from various groups to have access to educational programs, as well as appropriate students
services and related programs.
 To design, implement , and evaluate academic, network or linkage, and extension or reach program contributive to the inculcation and
deepening of values that aids stakeholders in actively contributing to their community’s socio-economic, educational, and cultural
development , as well as moral and spiritual enlightenment.

CBA VISION
CBA MISSION
CBA GOAL RMIDCI College of Business Administration promotes:
R- Knowledge on business innovation and creativity
M- Opportunity for marketing career
I- Skills on business acumen
D-Trainings and collaborative action for reformation and empowerment
C-Key competencies and services
 I-Activities and strategies in marketing and entrepreneurship

Course Syllabus

Course Name Marketing Management

Course Credit Three 3 units
The course is an introduction to marketing terminology and challenges, with a focus on online marketing.
Learning how to create customer-focused marketing strategies that are responsive. The program focuses on
fundamental marketing ideas, the function of marketing in the organization, and the role of marketing in the workplace.
Course Description Marketing's role in society Market segmentation, product creation, and other topics are covered. Promotion, distribution,
and pricing are all important factors to consider. Other subjects that will be included in the report of course, there is the
external environment (which will focus on integrative marketing concerns). Marketing research, for example, economics,
politics, government, and nature), international/global marketing with a focus on cultural diversity, ethics, and the impact
of technology. The impact of technology on marketing and marketing jobs.
Contact Hours / Week Number of Hours: 3 hours every week for 18 weeks or 54 hours in a semester: 3 hours in a full face to face.
Pre-requisite Principles of Marketing
• Examine the fundamental analytical frameworks and methods used in marketing with a critical eye.
• To solve marketing problems, apply essential marketing ideas, frameworks, and techniques.
Course Outcomes
• To identify and prioritize appropriate marketing strategies, use information from a company's external and internal marketing
environments.

Course Outline and Time Frame

Course Content / /Subject Matter

Week 1 Marketing Strategy: Why is Marketing Mgt. Important? Customer Behavior
Week 2-3 Segmentation, Targeting, Positioning
Week 4-5 Product Positioning: Products: Goods and Services, Brands, New Products and Innovation
Week 6-8 Positioning via Price, Place and Promotion: Pricing, Channels of Distribution
Week 9 Midterm Exam ( shall be in morse type in preparation for LET EXAM) TEACHERS SHALL SUBMIT TOS

Course Content / /Subject Matter

 Week 10-12 Advertising Messages and Marketing Communications, Integrated Marketing Communications and Media Choices, and
Social Media
Week 13-15 Positioning: Assessment Through the Customer Lens: Customer Satisfaction and Customer Relationships, Marketing
Research
Tools
Week 16-17 Capstone: Marketing Strategy, Marketing Plans
Week 18 Final Exam ( shall be in morse type in preparation for LET EXAM) TEACHERS SHALL SUBMIT TOS

Course Assessment Alignment Map

Course Outcome Performance Task / Assessment Details

Examine the fundamental analytical frameworks
The student shall be able to… At the end of this module, the learners can:
and methods used in marketing with a critical eye.
 make a synopsis and synthesis of all 1. Understand the importance of Marketing
Management.
topics that is covered in the book. 2. Knowing the “Marketing Framework”
• Recall or recognize terms, 3. Learn the Three Phases of the Purchase
Process and Different Kinds of Purchases
facts, and concepts 4. Understand why market segment is important.
5. Knowing the different kinds of market segments.
6. Understand the concept of targeting; and
7. How to choose the segments to target.
8. To know what is positioning and why is it
probably the most important aspect of
marketing.
To solve marketing problems, apply essential The student shall be able to…
marketing ideas, frameworks, and techniques.  Conduct a survey for any type of firms 1. Understand what is product.
within the vicinity on how the distribution 2. Knowing goods different from services, and
channel was being done and make a why do these differences matter to the
reaction paper. marketer.
 Create a new product whether it is 3. Understand what is brand and;
existing or not. 4. To know what is a “product life cycle”
• Use procedures to solve or 5.To understand why pricing is important.
 complete familiar or unfamiliar tasks 6. Knowing all the distribution channel and why
• Determine which procedure(s) do marketers use them.
are most appropriate for a given task 7. Understanding the different types of channel
power and channel conflict can help you
understand your current position in current
business relationships as well as how to avoid
channel conflicts.

To identify and prioritize appropriate marketing  Apply tools and techniques for business
strategies, use information from a company's opportunities like the SWOT Analysis 1. To understand what is advertising and its
external and internal marketing environments.
important.
 Make a business plan 2. Knowing that ads can be cognitive,
• Find or identify examples or emotional, image-based, celebrity
illustrations of a concept or principle endorsement.
3. Understand what integrated marketing
communications (IMC) are.
4. Understand why organizations may change
their promotional.
5. Explain the process and methods for
identifying and selecting marketing strategies.
6. Explain key concepts and practical
frameworks and techniques for effective
strategic
market analyses.
7. Be able to develop and present a market-led
strategy of sustainable competitive
advantage.
8. Be able to develop and apply approaches to
address competitor’s actions - both strategic
and tactical.
9. Demonstrate an understanding of alternative
approaches to manage a firm’s growth, and
possible associated diversification strategy.
 10. Demonstrate an understanding of the
practicalities and limitations of marketing
strategy
implementation.

Learning Plan

Resou
Course Assessm Teaching and
Time ICT rce Text book/
Frame
Desired Learning Outcome Content / ent of learning
Integration Materi References
Subject Matter Tasks Activities
als
Week 1 At the end of this module, the learners can: Marketing Individual Short or Long AUGMENTA Smart https://
1. Understand the importance of Marketing Strategy: Why reporting quiz, oral TION tv/ www.youtube.co
Management. is Marketing recitation, class Project m/watch?
Mgt. Important? Case discussion, While core or v=i1xz5Kv-7VY
2. Knowing the “Marketing Framework”
Customer analysis Multi-media activities
3. Learn the Three Phases of the Purchase remain the
Behavior aided lecture- Hando
Process and Different Kinds of Purchases Assignm discussion, same, students uts on https://
ent Self-directing can utilize ICT www.youtube.co
Modules or a technology for policie m/watch?
printed copy of research, case s v=CJiiWdmsmA0
the book, study analysis,
and
Recapitulations Compu https://
presentations
ters/ www.youtube.co
to enhance
laptops m/watch?
understanding
and with v=bcyLXTjTjCk
collaboration. internet Marketing
connec Management
tivity Dawn Lacobucci
Week 2 – Segmentation, Individual Short or Long AUGMENTA Smart https://
3 At the end of this module, the learners can: Targeting, reporting quiz, oral TION tv/ www.youtube.co
1. Understand why market segment is Positioning recitation, class Project m/watch?
Case discussion, While core or v=AE5LiMZYqb0
important.
analysis Multi-media activities
2. Knowing the different kinds of market
 segments. aided lecture- remain the Hando https://
3. Understand the concept of targeting; and Assignm discussion, same, students uts on www.youtube.co
4. How to choose the segments to target. ent Self-directing can utilize ICT m/watch?
Modules or a technology for policie v=iGOw39GWDaI
5. To know what is positioning and why is it research, case
Essay printed copy of s Marketing
probably the most important aspect of study analysis,
writing the book, Management
marketing. Recapitulations and Compu Dawn Lacobucci
presentations ters/
to enhance laptops
understanding
with
and
internet
collaboration.
connec
tivity
Week 4-5 At the end of this module, the learners can: Product Individual Short or Long AUGMENTA Smart
1. Understand what is product. Positioning: reporting quiz, oral TION tv/ https://
2. Knowing goods different from services, and Products: recitation, class Project www.youtube.c
Goods and Case discussion, While core or om/watch?
why do these differences matter to the
Services, analysis Multi-media activities
marketer. remain the
v=o3CizbLkV8
Brands, New aided lecture- Hando
3. Understand what is brand and; same, students Q
Products and Assignm discussion, uts on
4. To know what is a “product life cycle” Innovation ent Self-directing can utilize ICT
Modules or a technology for policie https://
Essay printed copy of research, case s www.youtube.c
the book, study analysis, om/watch?
writing and
Recapitulations Compu v=XPrn4SBMQf
presentations
ters/ Q
to enhance
understanding laptops Marketing
and with Management
collaboration. internet Dawn
connec Lacobucci
tivity

Week 6-8 At the end of this module, the learners can: Positioning via Individual Short or Long AUGMENTA Smart
1. To understand why pricing is important. Price, Place reporting quiz, oral TION tv/ https://
2. Knowing all the distribution channel and and recitation, class Project www.youtube.co
 why do marketers use them. Promotion: Case discussion, While core or m/watch?
3. Understanding the different types of Pricing, analysis Multi-media activities v=VdtPOvv7Ye8
channel power and channel conflict can help Channels of aided lecture- remain the Hando
Distribution Assignm discussion, same, students uts on https://
you can utilize
ent Self-directing ICT www.youtube.co
understand your current position in current technology for
Modules or a policie m/watch?
business relationships as well as how to avoid printed copy of research, case v=OASxC9DN0fo
Essay s
the book, study analysis,
writing
channel conflicts. Recapitulations and Compu https://
presentations
Role ters/ www.youtube.co
to enhance
laptops m/watch?
Play understanding
with v=ALoo4vrKKUw
Synthesi and
internet
s collaboration.
connec
tivity https://
www.madmarketi
ngpro.com/blog/
types-ofchannel-
conflict-and-
channel-power
Marketing
Management
Dawn Lacobucci
Week 9 Midterm Examination and Product advertisement
Week 10- Advertising Individual Short or Long AUGMENTA Digital
12 At the end of this module, the learners can: Messages and reporting quiz, oral TION researc https://
1. To understand what is advertising and its Marketing recitation, class h www.youtube.co
Communication Case discussion, While core databas m/watch?v=lCa-
important. es.
s, Integrated analysis Multi-media activities rPW88bs
2. Knowing that ads can be cognitive, remain the
Marketing aided lecture-
emotional, image-based, celebrity Communication Assignm discussion, same, students Present https://
endorsement. s and Media ent Self-directing can utilize ation www.youtube.co
3. Understand what integrated marketing Choices, and Modules or a technology for softwar m/watch?
communications (IMC) are. research, case e like
Social Media Essay printed copy of v=2I0tHcCuNz4
4. Understand why organizations may study analysis, PowerP
writing the book,
and oint or
change their promotional strategies to Recapitulations
Prezi.
presentations
 reach different audiences. to enhance https://
understanding Comput www.youtube.co
and ers/ m/watch?
collaboration. laptops v=n2ZvdpCNcO0
with Marketing
internet Management
connect Dawn Lacobucci
ivity.
Week 13- At the end of this module, the learners can: Positioning: Individual Short or Long AUGMENTA Smart https://
15 1. To have a basic concept about customer Assessment reporting quiz, oral TION tv/ www.youtube.co
satisfaction and customer relationship Through the recitation, class Project m/watch?
Customer Case discussion, While core or v=NjjX8YruseM
2. Know the difference between customer
Lens: analysis Multi-media activities
relations and customer service. remain the
Customer aided lecture- Hando https://
3. Know the importance of marketing Satisfaction and Assignm discussion, same, students uts on www.youtube.co
research; and Customer ent Self-directing can utilize ICT m/watch?
4. Know the six popular techniques of Relationships, Modules or a technology for policie v=cFqdoxqRLC8
marketing research. Marketing printed copy of research, case Marketing
Essay s
Research the book, study analysis, Management
writing and
Tools Recapitulations Compu Dawn Lacobucci
presentations
ters/
to enhance
laptops
understanding
and with
collaboration. internet
connec
tivity
Week 16- Capstone: Individual Short or Long AUGMENTA Smart
17 At the end of this module, the learners can: Marketing reporting quiz, oral TION tv/ https://
1. Define and explain the scope of marketing Strategy, recitation, class Project www.youtube.co
Marketing Plans Case discussion, While core or m/watch?
strategy.
analysis Multi-media activities v=eiYuEv810E8
2. Explain the process and methods for remain the
aided lecture- Hando
identifying and selecting marketing strategies. Assignm discussion, same, students uts on
ent Self-directing can utilize ICT https://
3. Explain key concepts and practical Modules or a technology for policie www.youtube.co
frameworks and techniques for effective printed copy of research, case m/watch?
Essay s
strategic the book, study analysis, v=CJiiWdmsmA0
writing
 market analyses. Recapitulations and Compu
4. Be able to develop and present a market- presentations ters/ https://
led strategy of sustainable competitive to enhance laptops www.youtube.co
understanding with m/watch?
advantage. and internet v=kmawakthUsw
5. Be able to develop and apply approaches collaboration. connec Marketing
to address competitor’s actions - both tivity Management
strategic Dawn Lacobucci
and tactical.
6. Demonstrate an understanding of
alternative approaches to manage a firm’s
growth, and
possible associated diversification strategy.
7. Demonstrate an understanding of the
practicalities and limitations of marketing
strategy
implementation.
WEEK 18 FINAL EXAM and Personal submission of Business Plan

Suggested Readings / References

Marketing Management (Dawn Lacobucci)
https://www.youtube.com/watch?v=i1xz5Kv-7VY
https://www.youtube.com/watch?v=CJiiWdmsmA0
https://www.youtube.com/watch?v=bcyLXTjTjCk
https://www.youtube.com/watch?v=AE5LiMZYqb0
https://www.youtube.com/watch?v=iGOw39GWDaI
https://www.youtube.com/watch?v=o3CizbLkV8Q
https://www.youtube.com/watch?v=XPrn4SBMQfQ
https://www.youtube.com/watch?v=VdtPOvv7Ye8
https://www.youtube.com/watch?v=OASxC9DN0fo
https://www.youtube.com/watch?v=ALoo4vrKKUw
https://www.madmarketingpro.com/blog/types-ofchannel-conflict-and-channel-power
https://www.youtube.com/watch?v=lCa-rPW88bs
https://www.youtube.com/watch?v=2I0tHcCuNz4
 https://www.youtube.com/watch?v=n2ZvdpCNcO0
https://www.youtube.com/watch?v=NjjX8YruseM
https://www.youtube.com/watch?v=cFqdoxqRLC8
https://www.youtube.com/watch?v=eiYuEv810E8
https://www.youtube.com/watch?v=CJiiWdmsmA0
https://www.youtube.com/watch?v=kmawakthUsw
Course Requirements 1. Course Materials:
 Textbook: [Title], [Author], [Edition]
 Software: [Software Name, Version]
 Online Platforms: [e.g., Moodle, Blackboard, Google Classroom]
 Additional Readings: Will be provided or shared by the instructor.
2. Attendance:
 Students must attend at least 85% of all scheduled class sessions. Absences due to medical emergencies or
significant life events must be justified with appropriate documentation.
3. Assignments:
 Weekly Assignments: Due every [specific day, e.g., "Friday"] by 11:59 PM.
 Group Projects: At least one group project will be assigned during the semester. Collaboration with peers is
essential.
4. Participation:
 Active participation in class discussions, both online and offline, is essential. Students are expected to come
prepared, having completed all readings and assignments.
5. Assessments:
 Quizzes: Spontaneous quizzes may be given. Regular attendance is crucial.
 Midterm Exam: Scheduled for [Date].
 Final Exam: Scheduled for [Date].
 Performance Task (Output): [Description or title of the task], due on [Date].
6. Research Paper/Project:
 A research paper/project on a topic related to the course material. More details will be provided by the
instructor.
 Proposal Due: [Date]
 Final Submission: [Date]
7. Fieldwork or Practical Application (if applicable):
 Field visits, workshops, or other practical applications related to the course content.
 Dates and requirements will be provided in advance.
8. Online Etiquette (for online or hybrid courses):
 Maintain professionalism during online sessions.
  Ensure a quiet environment, minimize distractions, and actively engage.
9. Software & Tools Competency:
 Students must demonstrate proficiency in [specific software/tools] used in the course.
10. Final Presentation:
 At the end of the semester, students are expected to present a summary or project related to the course
content.
 Date: [Specific Date]

Assessment (But not limited to)

1. Performance Based Assessments/Project Based Assessment
2. Summative Assessment/ Adaptive

Grading System MIDTERM FINAL

1. Quiz (20%) 5. Quiz (20%)
 Quizzes are regular and smaller in scope. While  Quizzes are regular and smaller in scope. While
they assess understanding, they often focus on they assess understanding, they often focus on
recent topics or units. Their more frequent nature recent topics or units. Their more frequent
usually means they have a smaller individual nature usually means they have a smaller
impact on the final grade. individual impact on the final grade.

2. Comprehensive Synthesis (oral) (10%) 6. Comprehensive Synthesis (oral)

 This type of assessment typically requires a deep (10%)
understanding and application of knowledge.  This type of assessment typically requires a
Giving it a significant weight can encourage deep understanding and application of
students to integrate and connect ideas from knowledge. Giving it a significant weight can
various topics or units. encourage students to integrate and connect
3. Summative Assessment/Major Exam ideas from various topics or units.
(30%) 7. Summative Assessment/Major Exam
 A midterm exam often assesses knowledge from (30%)
the first half or a significant portion of the course.  A midterm exam often assesses knowledge from
It serves as a checkpoint for students' the first half or a significant portion of the
understanding of key concepts. course. It serves as a checkpoint for students'
4. Performance Task/output (40%) (but understanding of key concepts.
not limited to) 8. Performance Task/output (40%) (but
 a) Portfolio not limited to)
b) Research papers a) Portfolio
c) Video recorded student’s b) Research papers
reports c) Video recorded student’s
d) Laboratory reports assessment reports
(but not limited to) d) Laboratory reports assessment
 Reasoning: Performance tasks show the (but not limited to)
practical application of knowledge and often Reasoning: Performance tasks show the
involve higher-order thinking skills. Giving practical application of knowledge and often
them a significant weight can emphasize the involve higher-order thinking skills. Giving
importance of applying theoretical knowledge them a significant weight can emphasize the
in practical scenarios. importance of applying theoretical knowledge
TOTAL OF 100% in practical scenarios.
TOTAL OF 100%
82% CUT OFF GRADE
82% CUT OFF GRADE
Classroom Policy Purpose:
The purpose of this policy is to clearly outline and define the grading system for this course. It is designed to
maintain transparency and fairness in student evaluation and to encourage a comprehensive grasp of the subject
matter.

1. Grading Components:
 Comprehensive Synthesis: 10%
 Represents a deep understanding and application of knowledge. This type of assessment requires
students to integrate and connect ideas from various topics or units.
 Major Exam (MIDTERM): 30%
 Serves as a significant assessment of knowledge obtained in the first part of the course. This exam is
crucial for gauging students' understanding of core concepts.
 Quizzes: 20%
 Regularly scheduled assessments that focus on recent topics or units. Although smaller in scope,
they are critical to ensure continuous learning and understanding.
 Performance Task (Output): 40%
 Evaluates the practical application of knowledge. This component underscores the importance of
translating theoretical knowledge into actionable skills in realistic scenarios.
 2. Grade Threshold:
 All students are required to secure a minimum average grade of 82% to meet the course's success criteria.

3. Classroom Grading Policy:

 Attendance and Participation: Active participation and consistent attendance can influence your
understanding of the material, which indirectly affects the grading components.
 Late Submissions: Any assignment or performance task submitted past the deadline will incur a penalty of
10% reduction per day unless a valid reason is provided.
 Retake Policy: Midterm exams can be retaken once, provided the student has a valid reason for the initial
underperformance. The highest score of the two will be considered. This option is not available for quizzes.
 Feedback: Instructors will provide feedback on major assessments within two weeks of submission.
Students are encouraged to discuss any concerns or queries regarding their grades.
 Academic Integrity: Plagiarism or any form of cheating will not be tolerated. Any student found violating
academic integrity will receive zero for that particular assessment, and further disciplinary action might be
taken.

4. Student Grievance Procedure:

 If a student believes there has been an error in grading or any other concern related to the grading system,
they should approach the instructor within a week of receiving the grade. If the concern is not resolved, the
student can escalate the matter to the department head.

5. Changes to Grading Policy:

Any changes to this policy will be communicated at the earliest. Instructors will provide ample notice before
implementing any changes.

Prepared by : Concurred Approved:

JOHN CARLO I. DE ASIS, MBA, MPM JOHN CARLO I. DE ASIS, MBA, MPM JOVINER Y. LACTAM, LPT, CRS, FMERU, EMD,
Ph. D

Instructor Program Head, CBA Vice President for Academic Affairs