FormH4-July19
Career Development Department
CURRICULUM DESIGN FORM
Course Title: Principles of Marketing
Course Code: SBSM 101
Course Type (Regular/ Customized): Regular
Number of Continuing Education Units (CEUs): 3.0
Target Audience:
Learners studying achievement certificate in Sales and Marketing
Course Pre-requisites (if any):
Course Description:
This course is designed to cover marketing and marketing process and designing customer-
driven marketing strategy. It introduces the basic concepts relating to the formulation and use of
marketing strategies for products, the channels of distribution, the promotion techniques, and
price. Topics covered will include marketing process, creating customer value, analyzing the
marketing environment, marketing cycle, and use of the marketing mix.
Learning Outcomes:
By the end of this course, learners will be able to
1. Demonstrate basic concepts of marketing and its values to customers
2. Identify Marketing Process components
3. Identify the growth planning tools (BSG & Ansoff’s)
4. Analyze the micro and macro marketing environment and the role of marketing information
in environmental scanning
5. Analyze the process of segmentation, targeting, differentiation and positioning
6. Discuss the product, services and branding concepts and role in building customer value
7. Analyze the aspects of product life cycle
8. Explore different pricing methods and their suitability to different contexts
9. Illustrate the integrated tools of Marketing communications of value
10. Discuss marketing channels concepts and types
Instructional Materials:
1. Handout
2. Open resources
SBSM 101 Principles of Marketing 2019 Page 1 of 2
FormH4-July19
Syllabus / Training Outline:
Learning
Session # Outcomes Title / Subtitle Assignment
#
Marketing and its Value to Customers
What Is Marketing?
Class
Marketing Management Orientations
discussion and
(development of marketing concept)
1 1&2 group
Core Customer & marketplace concepts
activities
The Changing Marketing Landscape
The marketing Process
Company and Marketing Strategy
Company and marketing strategy
Designing the Business Portfolio Group activity
Identify Strategic Business Unit (SBU) Knowledge
2 3
Analyzing the Current Business Portfolio: (BCG) Check
Developing Growth Strategies: questions
product/market expansion Grid (Ansoff)
Analyzing the Marketing Environment
Group activity
- The company’s microenvironment
Knowledge
3&4 4 - The company’s microenvironment
Check
- Responding to the marketing environment
questions
- Managing Marketing Information
Customer – Driven Marketing Strategy
Group activity
- Market segmentation
Knowledge
5&6 5 - Market targeting
Check
- Differentiation and positioning
questions
Product, Service, and Brands: Building Customer
Value
- The Product, Services concepts and definitions
Group activity
- Product life cycle strategies
Knowledge
7&8 6&7 - Product and Services Decisions
Check
- Branding Strategy: Building Strong Brands
questions
- Services Marketing
- Additional product and service considerations
Pricing: Capturing Customer Value Group activity
- What is a price? Case
- Major pricing strategies
9 8
- Internal and external factors affecting pricing
- New –product pricing
- Product mix pricing
SBSM 101 Principles of Marketing 2019 Page 2 of 2
FormH4-July19
- Price adjustment
- Price changes
Communicating Customer Value Group
The Promotion Mix activity
10 9 Integrated Marketing Communications Knowledge
Steps in Developing Effective Marketing Check
Communications questions
Marketing Channels Group activity
Supply Chains and the Value Delivery Network Knowledge
Distribution Channels Check
Channel Behavior and Organization questions
11 10
Channel Design Decisions
Retailing
Retailer Marketing Decisions
12 Final Exam
Instructional Methods:
To ensure high quality learning environment through use of interactive learning through
instructor to learners, learners to instructor, group work communication, class discussion and
activities, classes are scheduled in smart classrooms or educational labs. Classes are scheduled
in smart classrooms or educational labs.
Assessment of Learning Outcomes:
Type: Assignment, case studies, quizzes, classroom activities, group discussions and
projects.
Frequency:
Points
Assessment # 1 Session # 3 15 points
Assessment # 2 Session # 5 15 points
Assessment # 3 Session # 7 20 points
Assessment # 4 Session # 9 20 points
Final Assessment Session # 12 30 points
Final Score 100
For further information or Inquiries: Please see the Assistant Department Director in
Room 622 or call …27976863, or email: [email protected]
SBSM 101 Principles of Marketing 2019 Page 3 of 2
