ATENEO

DE MANILA UNIVERSITY
Marketing and Law Department
JG School of Management

MKT 102 OPPORTUNITY SEEKING AND MARKETING ANALYSIS (5 units)

First Semester (JTA) SY 2012 - 2013
April 23, 2012 to July 21, 2012

I.

II.

COURSE DESCRIPTION

The student learns to identify the needs of society, to actively seek answers to these needs in the
form of new products or services, to quantify the risks of offering these products or services to
the market, and to evaluate the resulting projects in terms of societal priorities and the well-
being of the larger community. The student builds on the underlying principle that he should seek
to generate a fair return by meeting the needs of his customers, rather than emphasizing purely
on his own interests and concerns.

COURSE OBJECTIVES

To introduce the student to various ways of scanning the environment and identifying
business opportunities.

To provide the student with a laboratory for testing out ideas and assessing market
potential.

To train the student in the tools of marketing analysis.

To guide the student in the business planning process that will help to translate a good
business idea into an actual start-up venture.

III. TEXTBOOK

th
Phillip Kotler and Gary Armstrong. Principles of Marketing. 14 Edition.

Any book on Entrepreneurship

IV. COURSE OUTLINE (Please refer to Annex A)

V. BUSINESS PLAN -

This is the heart of Marketing 102 and will make up at least 50% of your final grade.

i. Group Project Papers/Passes.

Each group will be required to submit partial project papers that will serve
as periodic updates of their progress in completing the business plan.
There are 5 submissions all in all.
Assign an editor / consolidator in your group.


ii. Final Draft and Mock Defence

At the end of the semester, each group is expected to come up with a
business plan for an approved product or service that integrates all the
concepts discussed in class. The business plan should be logical and feasible
with an emphasis on practical marketing applications.

The students should be able to defend their business plan.

Students will be selected to act as Mock Panellists. No additional points will

be given to the student panel during the Mock Presentation. Each student
will be given a chance to be a panellist.

Final Department Project Paper.

This will be the basis of the Final Oral Defense. Each group is required to
submit five (5) copies of the final paper to the department on

July 17, 2012. 5:00 pm (Tuesday)

Include the PICS (Project Info Catalogue System) sheet in the front page of
your paper (you may refer to your previous submissions in the Deans
Office). Omit instructors names in 3 out of 5 copies. Place a Table of
Contents and the corresponding page numbers throughout the paper.
Please use NEW bond paper and ring bind all 5 copies. Front cover should
be clear transparency. Submit two (2) soft copies as well to the
department: (1) Final Paper; and (2) Presentation Slides.

Executive Summaries

You are likewise required to submit to the Department (as part of the Final
Department Project Paper) five (5) copies of the Executive Summary, in
separate folders. Kindly insert it in, but do not attach it to the each of the
five (5) Final Department Project Papers.

Departmental Deductions for late submissions

AM Next day



:
0.50
PM Next Day



:
1.00

Final Oral Defense.

Schedule on July 21, 2012. Saturday 8:00 am to 12:00 nn

Each group will present their business plan to a panel of guest judges. The
grades given by the panel will be considered final. There will be a
benchmark group during the first hour of the defence to help the entire
batch of guest panel panellists standardize the grading system. The basis
for selecting the benchmark group will be as follows: (1) The Final Draft is a
B, C+ or C. The department will randomly pick one group from the qualified
groups.

iii.

iv.

v.

vi.

vii. Forced Ranking

Each student will be asked to force rank himself and his group members at
the end of the semester on a scale of 1-15, 1 being the highest. No ties are
allowed. Grades for group work will be adjusted upward or downward to
account for each individuals relative contribution to the group effort.

b.

Expected Holidays

May 1, 2012 (Tuesday)

c.
d.

June 12, 2012 (Tuesday)

BUSINESS PLAN OUTLINE (for a detailed Outline See Annex B)

Product or Service Choice Guidelines REALISTIC AND RELEVANT

i. Initial investment should not be more than P20M.
ii. Product or Service should have a high degree of originality and uniqueness
iii. Must be socially-relevant

iv.
v.
vi.
vii.
viii.
ix.

Must have potential for growth in the future.

Exporting allowed
Subcontracting allowed
No franchises, kiosks, Home TV shopping Products, fancy monetary schemes, etc.
No novelty or fad items.
Strong Customer Value

VI. COURSE REQUIREMENTS AND GRADING SYSTEM

Grading System

Class Participation


15 %

Quizzes / Assignments


20 %

Written analysis of Case (WACs)
15 %
Group Project Papers


20 %
Final Project Paper & Mock Defence
10%
Final Project Presentation

20%



VII. GRADE EQUIVALENTS

Number Grade Average Grade Letter Grade Equivalent
3.71 TO 4.00
92 100

A
3.31 to 3.70
87 91

B+
2.81 to 3.30
83 86

B
2.31 to 2.80
79 82

C+
1.76 to 2.30
76 78

C
1.00 to 1.75
70 75

D
Below 1.00
Below 70

F
Overcut



W

Letter Grade
Number Equivalent

Letter Grade
Number Equivalent
A

4.00



C+

2.50
A-

3.75



C

2.00


B+

3.50



C-

1.75
B/B+
3.25



D+

1.50
B

3.00



D

1.00
B-

2.75



D-

0.75




F+

0.50




F

0.00

Notes about Specific Requirements:

1. Class Participation (15%) Class Participation is highly encouraged as it provides a good gauge of
the students interest in the subject.

Students are expected to read through the assigned chapters in advance.

2. Quizzes and Assignments (20%) Quizzes will be unannounced and no make-up quizzes will be
given. There will be at least five quizzes during the semester. Passing percentage for quizzes is
70%.

3. Written Analysis of Case of WACs (15%) Students are required to report on their analysis and
recommendations of what to do in specific business situations by applying concepts and
principles learned in class. This may be given individually or may be group work.

a.

b.
c.

Format. Maximum five pages. 10 pts Arial. Single spaces within paragraphs, double-
spaced between paragraphs.

Allow for a two-inch margin on the right side for comments.

Write the ff: on the top of the page. Name(s), Student Number(s), Section, Subject Code,
the WA# (e.g. WA#1, WA#2, etc.), Date of Submission.

d.

e.

f.

4.

5.

6.

VIII.

The WAC must be submitted on or before the due date. Late submissions shall be
subject to a 0.50 deduction. WACs submitted after the case has been discussed in class
shall not be accepted.

For individual WACs, maximum of one page only. For Group WACs, maximum of five
pages.

Guidelines for WACs:
i. Brief Statement of the Problem
ii. Problem Analysis
iii. Recommended Actions, Justification and Implementation
iv. Presentation of Report

Group Paper Project (20%) Each group is required to submit partial project papers that will
serve as periodic updates of their progress in completing the final project paper (see no. 5
below). These project papers will be graded. The graded papers will be returned 3-5 days after
the submission.

Final Project Paper & Mock Defence (10%) These are culminating activities that will help
integrate all concepts discussed in class. Each group is expected to come up with a
comprehensive business plan for an approved project or service. (An outline is provided for your
guidance.) Focus should be on the development of sound, feasible and effective marketing
programs that the students can defend in oral presentation. There will be graded mock defence
before the Final Project Presentation.

Final Project Presentation (20%) - Each group will present its business plan to a panel of guest
judges. The grade given by the panel will be considered final.


POLICIES

a. Attendance will be checked. Since this a five-unit subject, the maximum allowable absences
is fifteen class hours for the whole semester. Student who are more than fifteen (15)
minutes late will be considered absent. Students who leave before class is over shall be
considered absent.

Since this is a compressed First Semester, you may cut class at your own risk. Every absence
is equivalent to three (3) hours CUT.

b. All electronic devices (ex. Mobile phones, Ipod, IPad, Laptop, Cell Phones, etc.) should be
turned off or put in silent mode during class hours. Any student whose device interrupts the
class shall be sent out and noted as absent. NO INTERNET Browsing will be tolerated during
class.

c.

Sleeping in class is considered as an insult to the professor. And student caught sleeping shall
be considered absent and sent out.

d.

The JGSOM dress code shall be strictly enforced. Also, smoking, eating and drinking will not
be allowed inside the classroom.

e.

For every group activity, student will be asked to force-rank themselves and other members
of their respective groups. The basis for their rankings will be the degree and significance of
each members relative contribution tot he group effort. These rankings will be considered in
the grading of group work activities.

f.

Cheating or plagiarism in any form will not be tolerated; offenders will be subjected to
severe sanctions. CITE all your sources.

IX. CONSULTATION HOURS.


By Appointment. Please inform Peachy V. Abao at least a day before the consultation.

X.

ANNEX A: Course Outline Guide

The dates of the Outline may change due to unforseen circumstances. Should there be any
changes, make-up classes may be scheduled.

Item

Description

Defining Marketing and the Marketing Process

Course Overview, Discussion on Syllabus, Introduction to Business Plan Outline

Managing Profitable Customer Relationships

A.

Partnering to Build Customer Relationships

Understanding the Marketplace and Consumers

Understanding the Marketing Environment

Market Information

A Look at Consumer Markets and Consumer Buyer Behaviour

A Look at Business & Buyer Business Behaviour

Introduction to WAC
WAC #1

Designing a Customer-Driven Marketing Strategy & Mix

The Creation of Competitive Advantage

B.

C.

Time Frame

Chapters
Covered

April 23 (Monday)

Chap. 1
April 25 (Wednesday)

Chap. 3
May 2 (Wednesday)

May 9 (Wednesday)

Chap. 18

Target Customer Survey / Effective Positioning

May 14 (Mon)

PROJECT PAPER PASS 1

Target Market Selection

About Product, Services and Branding

The New Product Development & Life Cycle Strategies

A Look at Pricing Products: Understanding and Capturing Customer Value

May 16 (Wed)

A Look at Pricing Products: Pricing Strategies

Marketing Arithmetic

Return Project Pass #1

Understanding Marketing Channels & Supply Chain Management

Review of Marketing Concepts

Review of Business Progress

Examining Retail and Wholesaling


The Communication of Customer Value: IMC Strategy
Setting Your Marketing Objectives
Business Plan Consultation for Pass #2
PROJECT PAPER PASS 2

Product- Service Strategy And Price Strategy

Promotional Strategy And Physical Distribution Strategy

Submission And Discussion of WAC #3

A Look at Advertising & Public Relations

Understanding Personal Selling & Sales Promotions

Examining Direct Marketing and Online Selling
Class Group Consultation

Return Project Pass #2

Operations Management (OM) :

Chap. 6

Chap. 4
Chap. 5

May 7 (Monday)

Chap. 2

Examining Customer Driven Marketing Strategy: Creating Value for Target

Customers
Setting Your Business Vision, Mission, & Objectives

Chap. 7

Chap. 8
Chap. 9
Chap.10
Chap. 11

May 21 (Mon)

Appendix 2
Chap. 12

May 23 (Wed)

Chap. 13


Chap.14

May 28 (Mon)

May 30 (Wed)

Chap. 15

Chap. 16
Chap. 17

June 4 (Monday)


June 6 (Wed)

Quality, Delivery & Productivity

Setting Your OM Objectives
Manufacturing Your Product Mix

Human Resources (HR) :

Setting Your HR Objectives Short Term and Long Term

Employment Socio-Economic Impact

Table of Organization

Employer / Employee Responsibilities

Training Needs Assessment

Consultation on Business Plan

PROJECT PAPER PASS 3

Manufacturing and Operations

Management

FINANCE:
Financial Assumptions
Proforma Financial statements


Consultation on Business Plan

June 11 (Mon)

June 13 (Wed)

June 13 (Wed)

Finance: Controlling and Managing Your Enterprise

Finance: Preparing for Growth

Finance: Crisis Mgt.- What it is and What Are Your Options
Finance: Growth and Development What are Your options?

June 18 (Mon)

June 20 (Wed)

June 25 (Monday)

Chap. 19

June 27 (Wed)

July 2 (Mon)

Chap. 20

PROJECT PAPER PASS 4

Determining the Initial Investment

Project Financial Performance

Appendices

The Global Market Place
The Future Store

Consultation on Business Plan

PROJECT PAPER PASS 5 (IF NEEDED)

Final Draft of Project Paper (To be determined)

Group Consultation
A Look at Marketing Ethics & Social Responsibilities
The Atenean Entrepreneur: An Agent of Social Change

Return Project Paper Pass 4

Consultation on Business Plan

Mock Presentations: Group 1 & 2 (Raffle)

July 4 (Wed)

Mock Presentations: Group 3 & 4 (Raffle)

July 9 (Mon)

Mock Presentations: Group 5 & 6 (Raffle)

July 11 (Wed)

Submission of FINAL Business Plan up to 5:00pm

July 17, 2012 (Tuesday)

Final Oral Defense

JULY 21, 2012 (Saturday)

Note: Before you can become a successful Atenean Social Entrepreneur, you should first know
and understand basic business concepts. AN Entrepreneur should be able to do the ff:

1.) Understand the Environment Social, Political, Business, Health, etc.
2.) Seek and Identify Opportunities within that environment for himself and for others.
3.) Develop these opportunities into Realistic, Relevant and Feasible activities, projects, and
programs.
4.) Sustain, Grow and Replicate these activities, projects and programs.
5.) Go back to No.1.

I.

ANNEX B: Detailed Business Plan Outline (Ernst & Young)

EXECUTIVE SUMMARY (Maximum of five (5) pages)
A.
The Purpose of the Plan
1.
Attract Investors
2.
Document an operational plan for controlling the business
3.
To prove the viability of the project for expansion or program funders
4.
To give the long term Vision, Mission, Goals, and strategic directions of the enterprise.

B.
Market Analysis / Description of Market to be Served

1.
The characteristics of your target market (demographic, geographic, etc.)
2.
The products of services you will offer to satisfy those needs.
3.
Include the [personal preferences, behavioural traits, motivators, market segmentations
and usage patterns, peculiarities, etc.

C.
The Company
1.
The needs your company will satisfy
2.
The products and services you will offer to satisfy those needs
a)
Establish a match between your products / services & specific needs of the target
market. Show your products / services are superior, comparable in some ways,
even inferior to competition.
3.
How will your company deliver the products and services to its intended target market.
4.
Business Location

D.
Marketing and Sales Activities
1.
Marketing Strategy
2.
Sales Strategy
3.
Keys to success in your competitive environment

E.
Product Service / Research and Development
1.
Major Milestones
2.
Ongoing efforts
F.
Management Team Profile Table of Organization
1.
Business Owners
2.
Key Operations Employees
G.
Financing Needs Financing Sources
1.
Funds Required
2.
Sources of Funds
3.
Uses of Funds
4.
Financial Projections & Summary

H.
Timetable
I.
Highlights of Financial Projections

PROJECT PAPER PART 1:
a) MARKET ANALYSIS

i)
ii)
iii)
iv)
v)
vi)

Industry Description and Outlook

Market Evaluation: Size Segment and Growth
Competitive Analysis
Identification of Prospective Customers
Customer Profile
TARGET Customer Survey UAI Survey

PROJECT PAPER PART 2:

a) PRODUCT- SERVICE STRATEGY AND PRICE STRATEGY
i) Description of the Product / Service and its Possible Applications
ii) PRODUCT RECIPE: Making the Product / Delivering the Service (HOW?)
iii) Distinctive Competencies of Uniqueness of Product / Service
iv) Product Potential
v) Product / Service Support Strategy
vi) Technologies and Skills Required in the Business
vii) Technical Feasibility
viii) Product Costing
ix) Pricing Strategy and Policy
x) Protection: Patents, Copyrights, Registered Trade Names
xi) Packaging

b) PROMOTIONAL STRATEGY AND PHYSICAL DISTRIBUTION STRATEGY
i) Market Positioning
ii) Market Entry Strategy
iii) Selling / Distribution Policy
iv) Advertising and Promotions Plan: Media Plan

PROJECT PAPER PART 3:

a) MANUFACTURING AND OPERATIONS (Mass Production: Predictability & Repeatability)
i) Premises Location / Site Selection
ii) Determining Space Requirements
iii) Production / Service Capacity
iv) Sources of Supply of Key Materials and Workforce
v) Nature of the Production Process Machinery and Critical Points

b) MANAGEMENT
i) Owners / Directors and Key Management Personnel
ii) Compensation of Key Management
iii) Staffing Plans and Recruitment Plans
iv) Training Policies
v) Human Resources Management Policies

PROJECT PAPER PASS PART 4:

a) INITIAL INVESTMENT REQUIRED
i) Funds Required and Timing
ii) Financing Sources to be Tapped
iii) Exit Routes for Investors

b) PROJECTED FINANCIAL PERFORMANCE

i) Projected Sales, Profit, Return on Capital, Net Worth
ii) Risk Analysis
iii) Sensitivity Analysis and Break-Even Analysis
iv) Pro-forma Statements

c)

APPENDICES