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Marketing Department

Course Description

PRINCIPLES OF MARKETING (MKTG101)
Prerequisite - None

Guided by the values of faith, zeal for service and communion in mission, the course introduces the fascinating world of modern marketing in an enjoyable and practical way.  This is achieved by helping students realize their full potential (Passion for Excellence) individually and in collaboration with diverse people, and thereafter, in participating responsibly in church (God-loving), industry, and nation-building (Patriotic).

The course makes students understand that marketing does not only involve selling, but also refers to viable partnerships, customer relationship, product and market development, research and communication tools all strategically integrated to create the much needed and desired demand for a product.

Principles of Advertising and Integrated Marketing  Communication (MKTG102) 
Prerequisite - None

Guided by the values of faith, zeal for service and communion in mission, the course introduces the fundamental concepts in Advertising and related marketing communication tools such as Public Relations, Sales Promotions, Packaging, Merchandising and other collaterals. It teaches the various communication theories and principles leading to an understanding that communication is principally responsible for the behavior reinforcement and modification necessary in achieving a business objective. 

The course prepares the students to cope with the realities in the advertising industry through simulation activities which will drive them to explore their creativity to their fullest potential (Passion for Excellence); understand and apply moral and ethical concepts (God-loving); and, eventually learn how the industry contributes to the country’s economic growth (Patriotic).

Consumer Behavior (MKTG 202)
Prerequisite - Principles of Marketing, Marketing Management

Guided by the values of faith, zeal for service and communion in mission, the course prepares students to develop skills in analyzing consumer behavior through learning different theories and concepts and conducting consumer behavior research. This will help them understand consumers better and aid them in the conceptualization and development of winning marketing strategies that can influence behavior (keeping in mind ethical considerations in trying to influence consumers).    


SALES MANAGEMENT (MKTG103)

Prerequisite - Marketing Management

Guided by the values of faith, zeal for service and communion in mission, the course discusses the fundamental role and value of sales management in an organization, and eventually to nation-building (Patriotic).  It covers a comprehensive discussion on fundamentals of sales administration, sales structure, market management, salesmanship and personality development (Passion for Excellence).  More importantly, it guides students toward ethical sales conduct (God-loving). 

GLOBAL MARKETING  (MKTG301)
Prerequisite - Distribution and Retail Management, Product Management

Students will be taught the concepts, theories and principles of how to market a local product to a foreign country that will impact Philippine economic growth.  They will be trained to analyze a foreign country’s culture, economy, politics, and other relevant environmental factors that would determine the formulation of effective global marketing strategies.  They will also learn how to apply morally acceptable business practices in a global setting.

 

ADVERTISING PRODUCTION (MKTG304)
Prerequisite - Global Marketing, Advertising Management

Guided by the values of faith, zeal for service and communion in mission, the course introduces the technical aspects in producing and executing an Advertising Campaign.  The students are expected to experience the actual production of a commercial using various forms of media. It also incorporates the three stages of advertising production – pre production, production and post production stage.

The course also prepares students for the realities in the advertising industry through simulation activities which will drive them to explore their creativity and their fullest potential (Passion for Excellence) and truly understand the behavioral impact of media conveyed compelling messages (God-loving), and emphasize the value of information to the growth of the country’s economy (Patriotic).

PUBLIC RELATIONS AND CORPORATE SOCIAL RESPONSIBILITY ( MKTG401)
Prerequisite - Global Marketing, Advertising Management

The first part of the course offers the student the value of public trust and public opinion in influencing the directions organizations take in the conduct of their business.  The student may expect to recognize his prejudices with respect to relevant social issues and articulate his/her own conviction while applying the theories and concepts during the discussion.

The second part of the course introduces corporate social responsibility (CSR) and its related concepts.  At this point, the student can make sense of his/her immediate environment and all its interdependent elements and players.  He/she is expected to create a sustainable CSR program for an organization of his/her choice.

With faith, zeal for service and communion in mission, this course walks with the student in ensuring a life of value to God, country, family and self.

 

ADVERTISING AND MEDIA RESEARCH ( MKTG402)
Prerequisite - Advertising Management

Guided by the values of faith, zeal for service and communion in mission, the course hones the investigative and analytical skills of the students.  This is achieved by making them understand and appreciate the distinction between advertising and media research from marketing research, progress to conceptualize an advertising and media research project proposal, implement the project and write and presenting a full Advertising and Media Research Report (Passionate for Excellence), while observing ethical standards of research both in data gathering, reporting and referencing (God-loving).

The course encourages the students to pursue researches that can be of value to nation-building in general, and to the sustainable development of the province of Cavite in particular (Patriotic).

 

STRATEGIC MARKETING (MKTG403)
Prerequisite - Marketing and Advertising Practicum

The course introduces a method of strategic thinking given a set of workable tools and ideas that will allow students to develop evaluate, implement and manage market-driven strategies.

 

SERVICES MARKETING (MKTG404)
Prerequisite - Global Marketing

Guided by the values of faith, zeal for service and communion in mission, the course intends to increase the student’s proficiency in a wide range of marketing methods.  The theories and principles of services marketing provide the student with a deep understanding of the course and arm him/her with the basic knowledge sufficient to allow theoretical application to different service organizations (Passion for Excellence).

The course allows the student to tailor market goals and strategies that fit the needs of the country’s economic structure (Patriotic).  Further, the course presents comprehensive and updated research and cases in the field of services marketing.  More importantly, it views the delivery of quality service as one of the fundamental values that drives the nation’s economy (God-loving).

 

SERVICES MARKETING (MKTG 404) 
Prerequisite - Global Marketing

Guided by the values of faith, zeal for service and communion in mission, the course intends to increase the student’s proficiency in a wide range of marketing methods.  The theories and principles of services marketing provide the student with a deep understanding of the course and arm him/her with the basic knowledge sufficient to allow theoretical application to different service organizations (Passion for Excellence).  

The course allows the student to tailor market goals and strategies that fit the needs of the country’s economic structure (Patriotic).  Further, the course presents comprehensive and updated research and cases in the field of services marketing.  More importantly, it views the delivery of quality service as one of the fundamental values that drives the nation’s economy (God-loving).


 

 

 

 




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