A Course Syllabus

in
DIRECT MARKETING
(2nd Semester SY: 2023-2024)

Vision Mission
Siquijor State College as the Center of Excellence in Higher and Technical-Vocational To provide effective and excellent Higher and Technical-Vocational Education in the
Education in the Province of Siquijor. different areas through instruction, research, extension and production and serve as
catalyst and partner for local, regional and national growth and development.
College Goals
1. Produce graduates equipped with knowledge, skills, attitudes, habits, and values for self or corporate employment required in business and industries
2. Inculcate work ethics, develop an understanding and appreciation of corporate social responsibility.
3. Enhance capabilities in conducting research, community extension and production activities.
OBJECTIVES of the Bachelor of Science in Business Administration:

The Bachelor of Science in Business Administration Program aims to produce students who:
1. are morally upright, globally competitive, imbued with ideas, aspirations, values, and traditions of Philippine life sufficiently equipped with entrepreneurial and
managerial knowledge and skills for self or corporate employment;
2. have gained understanding and appreciation of corporate social responsibility;
3. are exposed to actual internal and external Business Environment;
4. have work ethics, smooth and sound interpersonal relations with peers, clients and the general public;
5. can design, implement, monitor and evaluate cost effective Business Plans through on and off-the-job training programs; and
6. can conduct research, community extension and production activities of the college.
Program Outcomes: The Bachelor of Science in Business Administration Program aims to produce graduates who: (CMO 17 s. 2017)
6.3.1. Analyze the business environment for Strategic Direction
6.3.2. Prepare Operational Plans
6.3.3. Innovate business ideas based on emerging industry
6.3.4. Manage a strategic business unit for economic sustainability
6.3.5. Conduct business research

CBM-05-12; Course Syllabus/6thJanuary2020

 Course/Year Christian R.
and Section Duran, MBA,
LPT

BSBA-MM-III Instructor’s/Professor’s Name

Schedule Office Designation/Position NONE
Time Office Hours MW- 7:30-05:00PM TTH 7:30-5:00PM
Venue Contact Number 09062501736
Semester & School Year 2nd Semester Email Address
Course Information

Course Name Direct Marketing Course Code Elect 203

Pre-requisite Subject Personal Finance Course Credit 3 units, 3 hours per week
(18 weeks, 54 hours total)
Course Requirements

Total No. of hours: 27 midterm 27 final term = 54 hours

Quizzes
Group Activity
Reporting
Major Examinations – Midterm and Final Term
Grading System

Midterm Grade Final Grade

Activities --------------------------------------- 60% Activities --------------------------------------- 60%
Major Exam ----------------------------------- 40% Major Exam ----------------------------------- 40%

CBM-05-12; Course Syllabus/6thJanuary2020

 Course
Description

This

course aims to provide a thorough understanding

of advertising and the real world. It will help the
student analyze marketing/advertising
opportunities and will be able to know the
process of creating advertising plans. This
course discusses details about advertising
foundation and environment, advertising media,
and creating advertising. This will introduce
students to
the richness and variety of the advertising world.
The objective of this course is to learn and develop proficiency in marketing directly to the customer. the course will cover the
different activities that direct marketers perform. This course will include how to develop and use integrated marketing

CBM-05-12; Course Syllabus/6thJanuary2020

 communications linked with customer databases to target the needs of individual business customers and consumers with a unique
personalized product/service for each person. Upon successfully completing this course, students will know what the varied activities
in direct marketing are, how each of these direct marketing activities interact with one another, and how to apply these activities in
the competitive marketplace.
Course Learning Outcomes Pos Covered / Remarks

At the end of the course, the students should be able to:

1. Understand Direct Marketing and its various forms 6.3.1

2. Analyze the Buying Behavior of the Consumer Market 6.3.1
3. Understand Customer relationship management 6.3.5
4. Explain how database, email, text messaging, Internet, and e-commerce are utilized as Marketing tools 6.3.2
5. Explore direct response Advertising TV, magazines and radio marketing channels 6.3.3
6. Design catalogue, brochures, leaflets as marketing tools 6.3.3
7. Describe how call centers and tele marketers work 6.3.4

Time Allotment Content Learning Competencies Assessment Suggested Teaching Learning Activities CLO’s/References
Week 1-2 Introduction To Class Discussion C.L.O.1
Direct Marketing arketing Recitation
Explain the
Management Case Study nature of
1. Definition marketing
2. Importance management.
CBM-05-12; Course Syllabus/6thJanuary2020
 of Marketing 2. Identify how
Decisions marketing
3. Role of affects the
Marketing in formulation and
Formulating implementation of
and company
Implementing strategies.
Strategies 3. Discuss the
4. Marketing different parts of
Plan a
At the end of the course, the student
shall be able to:
1. Define Direct Marketing and how

CBM-05-12; Course Syllabus/6thJanuary2020

 it works
2. Learn the advantages of Direct
marketing over other activities
3. How does Direct Marketing differ
Marketing
from other Marketing activities?
4. Examine typical information that
Plan.
Explain the
can be stored on a Database

nature of
marketing
management.
2. Identify how
marketing
affects the
formulation and

CBM-05-12; Course Syllabus/6thJanuary2020

 implementation of
company
strategies.
3. Discuss the
different parts of
a
Marketing
Plan.

1. Explain the
nature of
CBM-05-12; Course Syllabus/6thJanuary2020
 marketing
management.
2. Identify how
marketing
affects the
formulation and
implementation of
company
strategies.
3. Discuss the

CBM-05-12; Course Syllabus/6thJanuary2020

 different parts of
a
Marketing
Plan.
Engage:
Introduction to Direct Marketing, its definition,
and its importance in the business world.

Explore:
Group discussion on various factors that fueled
the rise of Direct Marketing activities
Explain:
Discussion on how Direct Marketing vary from
other Marketing activities.
Week 3-4 Managing A Direct At the end of the course, the student Class Discussion Engage: C.L.O.2
Marketing shall be able to: Introduction to identifying and understanding the
Program 1. Measuring Market Demand Recitation target audience
2. Analyzing the Marketing
Environment Quiz Explore
3. Analyzing the Buying Behavior of Discuss things to consider when setting up Direct
the Consumer Market Marketing campaign objectives
4. Analyzing the Buying Behavior of

CBM-05-12; Course Syllabus/6thJanuary2020

 the Business Market Evaluate:
Group presentation on how to evaluate the
success of Direct marking campaign. Present and
discuss proposed strategies
Week 5-6 Graces of Direct At the end of the course, the student Class Discussion Engage: C.L.O. 3
Marketing shall be able to: Introduction to the 3 graces of Direct Marketing.
1. Discuss the importance of Recitation
Controllability in Direct Marketing Explore:
2. Learn how to strengthen Reaction Paper Group discussion on various ways to strengthen
Customer Relationship and Customer Relationship and improve Customer
Customer Service Service
3. Understand Customer relationship
management Elaborate:
Brainstorm in groups the building blocks for an
effective Customer relationship management
Evaluate:
Reaction paper on a case study about Customer
relationship management
Week 7-8 The Role of Direct At the end of the course, the student Class Discussion Engage: C.L.O. 2
Marketing shall be able to: Introduction to the Role of Direct Marketing in the
1. Discuss the 7 points to consider in Recitation success of a business
direct marketing
2. Know the 5 Major objectives of Case Study Explore:
direct marketers Group discussion on the 7 points to consider in
3. Discuss the 4 Ways to achieve direct marketing
objectives of direct marketers
4. Learn the key to profit Explain:
Lecture about the 5 Major objectives of direct
marketers

CBM-05-12; Course Syllabus/6thJanuary2020

 Elaborate:
Brainstorm in groups about 4 Ways to achieve
objectives of direct marketers
Week 9 Multiple Choice Exam Multiple Choice Evaluate: Midterm Exam
Exam
Week 10-11 Positioning and At the end of the course, the student Engage: C.L.O.3
Other Mysteries shall be able to: Introduce some slogans to the students and let
Explained 1. Unique selling proposition them identify the brands using the said slogans.
2. Understanding customers better
Explore:
Explore how unique selling propositions are used
for brands to stand out.

Explain:
Explain how positioning statements are translated
into advertising

Elaborate:
Brainstorm in groups ways to understand
customers better

Evaluate:
Group project: Design a catalogue
Week 12 Media: A At the end of the course, the student Class Discussion Engage: C.L.O. 4
Different, More shall be able to: Introduction to the different media used in Direct
Flexible Approach 1. Learn the 5 major differences of Recitation Marketing
media used in Direct Marketing
2. Explore the seven traditional Case Study Explore:

CBM-05-12; Course Syllabus/6thJanuary2020

 media and know their Explore the seven traditional media and discuss
characteristics Quiz their characteristics
3. Examine things to consider for
successful media selection Elaborate:
Brainstorm in groups things to consider for
successful media selection

Evaluate:
Class participation and discussion to gauge
engagement.
Week 13 Made for Direct At the end of the course, the student Class Discussion Engage: C.L.O. 4
Marketing: The shall be able to: Ask students about reasons why customers use
Internet 1. Learn the role the internet plays in Recitation the web
Direct Marketing
2. Know some Classic Direct Case Study Explore:
Marketing ploy Examine the six considerations to ponder upon
3. Identify six things that you must before you a build a site
ask yourself before you build a
site Explain:
4. Learn the rules for success which Explain some common marketing ploys used in
apply equally to internet internet marketing
commerce
Elaborate:
Discuss factors that keeps people on a site, and
what persuades them whilst they are there
Week 14-15 The Database At the end of the course, the student Class Discussion Engage: C.L.O. 4
shall be able to: Introduction about Database and its importance
1. Familiarize what is a Database Recitation to Marketing
2. The relative importance of the list

CBM-05-12; Course Syllabus/6thJanuary2020

 3. Twelve criteria for evaluating the Case Study Explore:
list Discuss twelve criteria for evaluating the list to be
included in the database

Evaluate:
Create a simple and basic database containing
profile of potential customers using spreadsheet
Week 16-17 The Birth of an At the end of the course, the student Class Discussion Engage: C.L.O. 5 & 6
Idea shall be able to: Introduction about effective techniques for
1. Learn the techniques for getting Recitation getting ideas for Direct Marketing campaign.
ideas
2. Explore 15 suggestions for Group Project Explore:
improving catalogue Examine the 15 suggestions for improving
3. Plan the creative treatment catalogue
4. Design catalogue, brochures,
leaflets as marketing tools Explain:
Explain the techniques on how to build conviction
writing copy to sell

Elaborate:
Group discussion and brainstorming about
component parts of a good sales letter.

Evaluate:
Group project: Design catalogue, brochures,
leaflets as marketing tools
Week 18 Testing and At the end of the course, the student Case Analysis C.L.O. 7
Evaluation shall be able to:
1. Lean how to test the Direct Recitation
1. Understand
CBM-05-12; Course Syllabus/6thJanuary2020
 Marketing Campaign
2. Describe how call centers and
telemarketers work
3. Discuss field marketing as a tool to
Case Study
and come up with
advertise product
4. Know the future of marketing:
effective
pricing objectives.
Predictions and warnings

2. Estimate costs
based on the
different
methods
3. Analyse
competitor’s
pricing
strategies..
CBM-05-12; Course Syllabus/6thJanuary2020
 Introduction:
Introduction about importance of testing Direct
Marketing campaign.

Explore:
Analyze different ways on how to test Direct
Marketing campaign.

Explore:
Describe how call centers and telemarketing
works as Direct Marketing tools.

Elaborate:
Brainstorm in groups the trends and predictions
for the future of Marketing

Evaluate:
Group presentation about the trends and
predictions for the future of Marketing
Week 19 Multiple Choice Exam Multiple Choice Evaluate: Midterm Exam
Exam
List of References

Books:

1. Kennedy, Dan. (2019) 2019. No B.S. Marketing to the Affluent. 3rd ed. Entrepreneur Press.
2. McKay, G., Hopkinson, P., & Ng, L. H. (2018). Fundamentals of marketing. Goodfellow Publishers Ltd.
3. Stanton, C. C. P. J. L. (2018). Principles of marketing. ESIC.
4. Thomas, Brian, and Matthew Housden. (2017) 2017. Direct and Digital Marketing in Practice. 3rd ed. Bloomsbury Publishing.

CBM-05-12; Course Syllabus/6thJanuary2020

 5. Kotler, P., Burton, S.,
Deans, K., Brown, L., &
Armstrong, G. (2015).
Marketing. Pearson
Higher Education
AU.
6. Armstrong,
G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
7. Grewal, D., & Levy, M. (2013). Marketing. McGraw-Hill Education

Online References:
https://www.youtube.com/watch?v=SbB_30hv22Q&t=1074s
https://www.studocu.com/ph/document/university-of-the-east-philippines/marketing-management/group-6-direct-marketing/67632843

Prepared by: Checked by:

CHRISTIAN R. DURAN, MBA, LPT NESTOR S. ASUNTO,MPM

Instructor 1 BSBA PROGRAM CHAIR

CBM-05-12; Course Syllabus/6thJanuary2020

Approved by:

Noted by:

JONAH LYNN JUGUILON,DBA MARY ANN M. TEMPROSA, Ph.D,CESE

Dean, CBM Vice-President for Academic Affairs

CBM-05-12; Course Syllabus/6thJanuary2020