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An introduction to the basic principles of marketing, covering the determination and analysis of demands of a market, ways of satisfying the needs of consumer with specific products or services through the marketing management process, which includes the basics of the marketing mix (Product, Price, Place, & Promotion). The social responsibilities of business are given special emphasis within the context of marketing. Pre-requisite: BUSORGA
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A course designed to expose the students to the use of different kinds of information necessary to help formulate marketing policies and decisions. Emphasis is on methodology and the systematic gathering, recording, analyzing, and interpreting of data imperative to decision making. This course covers the essentials of the research study on markets, products, pricing, distribution, and promotions (through advertising, sales promotion, personal selling, and/or publicity). Pre-requisite: MARKETI, COMSTA1
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A course dealing with a thorough understanding of the consumer the principal reason for the development of a product. The course covers in-depth study of his needs, motivations, attitudes as well as environmental influences related to his behavior and decision to purchase goods or services. The research application portion of this course will require students to conduct an actual research study on one aspect of consumer behavior through surveys, focused group discussion, or other data gathering methods adopted by marketing organizations. Pre-requisite: MARKRES, COMSTA2
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A course on the principles of salesmanship and sales management functions. The subject covers familiarization of students on the skills and techniques of an effective salesperson. It also covers the functions and methods of recruiting, selecting, training, motivating, equipping, compensating, controlling, and supervising salesmen. A 100-hour praticum in a firm is expected to expose the student to actual selling activities either in an office setting or in the field. Pre-requisite: MARKCU1
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A course covering the principles and techniques of advertising in the printed media like newspapers, magazines and journals, and in non-traditional media like direct mail, outdoor, point of purchase, brochures, leaflets, etc. An overview of advertising agency operations is presented focusing on account management, creative, and media services. Pre-requisite: MARKCU1
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A course designed to train students on the application of basic marketing principles, including the marketing management process (which covers the 4 P's), on the marketing of services in the Philippine environment. The course is timely since there is a proliferation of service-oriented organization both private and public, profit or non-profit, in the areas of communication, pre-need plans like educational plans, health care/medical, hotels, recreational, management consultancy, banking, etc. Actual hands-on projects are required of students, to learn the application of the theories and concepts of marketing for service-oriented organizations. Pre-requisite: MARKOST
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A course on product planning and development. The study covers all functions involved in the formulation of product policies and the development of a marketing plan. The plan includes the elements of product and product design, principles and techniques of branding, labeling, standardization, quality control, introduction of new products, modification or elimination of old ones. It also covers the strategies for pricing, advertising, sales promotion, distribution, publicity, and social responsibility. This subject serves as the integrating course for Marketing Management majors. The skills acquired in strategic marketing planning through the preparation of a Marketing Plan will enable the student to venture into a product or brand management career. Pre-requisite:MARKSAM, MARKOST
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