decide to enroll in a post graduate course in

EAPP the future.

L1. Language of Academic Texts from Various
Disciplines ●​ Research articles are written mainly for a
specialist audience, meaning other
Reading is a process that involves recognizing researchers, academics and postgraduate
words, leading to the development of students.
comprehension. According to research, reading is a ●​ Case studies - These may be found in any
process that negotiates the meaning between the discipline, though they are most common in
text and its reader. disciplines such as humanities, example
Reading is one skill that is put into good use every business, sociology, and law. They are
day. primarily descriptive. They are in-depth
studies into the lives of individuals/subjects.
ACADEMIC TEXTS defined as critical, objective, ●​ Reports - This does not mean the report
specialized texts written by experts or professionals that you usually do in front of your
in a given field using formal language. classmates. The purpose of reports is to
describe what happened and discuss and
●​ Academic reading and writing different evaluate its importance. Reports are found
structures in different disciplines is a vital in different disciplines, such as science, law,
component of your academic life. and medicine.
Difference of Language Used in Academic Texts
●​ This will surely help you in facing challenges from Various Disciplines
beyond those that you will encounter in ●​ Academic text or language is very different
school. from the structure of vocabulary and
everyday conversations through social
Academic text is more on content associated with interactions. Academic text is a formal way
formal learning or gaining such knowledge. to present words and terms typical for the
field.
Non-academic text is more on content of Specific Ideas Contained in Various Academic
extra-curricular and leisurely activities. Texts
●​ Humanities texts discuss more about the
Goals of Academic and Non-academic various human expressions, such as art and
●​ to persuade languages
●​ to entertain
●​ to inform ●​ The sciences contain the scientific method
Academic Texts that discuss the objective results of an
●​ Research-based experiment or the specific research
●​ Factual methodology.
●​ verifiable Examples of Non- Academic Texts
●​ Email messages
Non-academic Texts less likely to include ●​ Personal opinions
references to any source material. ●​ Newspapers
-​ may be published in a rather informal ●​ Magazine
setting. ●​ Blog articles or social media posts
Target Audience Academic and non-academic Point of View of Non- Academic Texts
texts are both written for a particular audience. ●​ Subjective and personal
While non-academic texts are intended more for ●​ Asking rhetorical questions
mass, public consumption, scholarly or academic ●​ Rule Breaker
texts are more targeted towards special interests or
occupations in society. L2. Text Structure Patterns of Organization
What is Text Structure?
Examples of Academic Texts ●​ Refers to the way an author arranges
●​ Textbooks These are specifically designed information in his writing.
to help the learners for specific subjects or ●​ How information in a passage is organized
disciplines. ●​ Text structure enables authors to organize
●​ Essays usually help you show how deep their thoughts as they write. It also helps the
you have learned a topic or lesson. Student reader in that it provides a structure in which
essays vary in length and formality, but they information can be found and understood as
always contain three parts: Introduction, it is read.
Main Body, Conclusion. They usually need Six common patterns of Text Structure:
to include citations of sources. Chronological Information is organized in order of
●​ Thesis/ Dissertation - You will probably time.
have to write longer texts when and if you Chrono = time , Logic = order
this pattern is found in most narrative texts, where Forms of a Summary
the plot unfolds over time; more complex texts use INFORMATIVE SUMMARY Gives the main idea
literary devices, such as flashback and and all important supporting details from the
foreshadowing to implicitly establish time order. original text. It explains what the text is about and
Cause and Effect unlike the sequence pattern, this includes the key points, but still in a short form.
pattern carries the implication that the effect is DESCRIPTIVE SUMMARY Gives only the main
produced by a specific cause or that the topic or general idea of the text without going into
consequences follow from the specified detail. It tells what the text talks about, but does not
antecedents; this might be found in a discussion of explain the supporting points.
science investigation results or historical articles
linking multiple causes and effects. GUIDELINES IN SUMMARIZING
Signal Words 1. Read the text well. Understand what it is about
●​ as a result of, before summarizing.
●​ because of, 2. Find the main idea. Ask: What is the text mainly
●​ thus,for talking about?
●​ theses 3. Pick out important details. Only choose the
●​ reasons key points that support the main idea.
Compare and Contrast this pattern shows 4. Use your own words. Don't copy-rewrite the
similarities and dissimilarities between objects, idea in a new way.
actions, ideas, or processes; headings and 5. Make it short. Only include the most important
subheadings generally provide extra parts.
support/signals to readers about this structure; 6. Don't add your opinion. Stick to what the text
often one paragraph is dedicated to similarities and says.
another to differences. 7. Use simple and clear words. Avoid difficult or
Signal Words confusing words.
●​ like, 8. Check your summary. Read it again. Make
●​ in contrast, sure it is clear and correct.
●​ similar to,
●​ while, THESIS STATEMENT
●​ as opposed to, ●​ It is the central idea of a text.
●​ whereas ●​ Summarizes the topic and the arguments of
Problem and Solution this pattern may follow a the writer about thetopic.
number of different forms; at one extreme, the ●​ It is the sentence containing the subject of a
problem and solution are labelled as such; at the paragraph.
other extreme, the pattern is a series of questions
and answers that may or may not lead to a THESIS STATEMENT
resolution of the problem or issue ●​ It is the central idea of the whole paper.
Signal Words TOPIC SENTENCE
●​ the problem is, ●​ It is the main idea of one paragraph only.
●​ the solution is, Elements of Thesis Statement
●​ the difficulty 1.Topic
Sequence / Process Writing in this pattern, steps ●​ The subject of your paper.
or phases of a process or project are specified 2. Argument
without cause-effect relationships being implied; a ●​ Refers to the Claim.
recipe or procedure for a science investigating ●​ This depends on the type of paper you are
would be examples of differing complexity. writing (if it is argumentative, then this
Signal Words should express your opinion; if it is research
●​ first, second, last, next, then, before, or explanatory, this should explain the
another purpose of your paper).
3. Evidence
L3.SUMMARIZING ●​ Provides support for your argument/ claim
SUMMARY is a short version of a longer text. It
tells the main idea and the most important details Key Points for a Strong Thesis Statement
using your own words. 1.It is not a fact.
2.It is not a question.
PURPOSE OF MAKING SUMMARY 3.It is not an announcement
1. To understand the main idea of a text. 4.It is not too broad.
2. To save time by shortening long information. 5.It is a complete sentence.
3. To help remember important details. 6.It requires support.
4. To improve writing and thinking skills. 7.It takes a stand.
5. To avoid copying and show original 8.It is arguable.
understanding
Thesis Statement can be:
EXPLICIT THESIS STATEMENT
 ●​ It means straightforward.
●​ The thesis statement is obviously written in
the text.
IMPLICIT THESIS STATEMENT
●​ The thesis statement is not written in the
text.
●​ Readers will formulate the thesis statement
based on their understanding of the text.

L4. OUTLINING
OUTLINE It is a written plan that serves as a
skeleton for the paragraphs you write.
●​ It is a design to follow that arranges a
material in a logical way into main ideas,
supporting ideas, and supporting details.

(TYPES OF FORMAL OUTLINE)

An outline can be:
Sentence Outline Written in full sentence.
Topic Outline Written in words or phrases.

Types of Outlines
Alphanumeric Outline most common type of
outline. It is recognizable to most people.
Format of Outline
●​ Roman Numerals (I, II,...)
●​ Capitalized Letters (A, B...)
●​ Arabic Numerals (1, 2...)
●​ Lowercase Letters (a, b…)

How to Create an Outline?

1.​ Place the title at the center above.
2.​ Write the Thesis Statement.
3.​ Use Roman Numerals for the major
sections of the paper. Put a period after
each numeral and letter.
4.​ Indent each new level of the outline.
5.​ Capitalize the first letter of each item.
6.​ Use Arabic Numbers for supporting details.
7.​ Use small letters for additional information.

Key Elements of an Outline

●​ Main Idea/ Topic
●​ Subtopics
●​ Supporting details
●​ Additional Information
CW diction is to explain tone (serious, playful, ironic).
Imagery
Definition: Use of descriptive language appealing to the Elements of Fiction
five senses. Plot – sequence of events (exposition → conflict →
Types of Imagery: climax → resolution)
Visual – sight (colors, shapes, sizes) Character – people/animals in story (protagonist,
Auditory – sound (noise, silence, music) antagonist, dynamic, static)

Olfactory – smell (fragrance, odor) Setting – time & place

Gustatory – taste (sweet, sour, bitter) Theme – central idea/message

Tactile – touch (texture, temperature) Point of View (POV) – narrator’s perspective

Kinesthetic – movement/action ●​ First Person (I, we)

●​ Third Person Limited (he/she, one character’s
Organic – internal sensations (hunger, fatigue, emotion)
thoughts)
●​ Third Person Omniscient (all-knowing narrator)
(V-A-O-G-T-K-O → "Very Active Owls Grab Tasty Kiwi
Conflict – struggle (internal vs. external)
Oranges")
●​ Man vs. Man
imagery is to senses when analyzing poetry.
●​ Man vs. Self
●​ Man vs. Society
●​ Man vs. Nature
Figure of Speech
Definition: Words/phrases used beyond literal meaning. (P-C-S-T-P-C → "Please Carry Some Tasty Puto
Common Types: Cheese")

Simile – comparison using like/as identify whether a question is about what happens
(plot), who (character), where/when (setting), why
Metaphor – direct comparison
(theme), or how it’s told (POV).
Personification – giving human qualities to
objects/animals
Literary Genre
Hyperbole – exaggeration
Prose – ordinary written or spoken language, without a
Irony – opposite meaning
regular pattern of rhythm.
Oxymoron – contradictory words (deafening silence)
●​ Fiction (Imaginative writing, invented stories):
Onomatopoeia – sound words (buzz, hiss)
●​ Short story – a brief narrative focusing on a
Alliteration – repetition of initial sounds single event or character.
Assonance – repetition of vowel sounds ●​ Novel – a long narrative with complex characters
Metonymy – substitution (crown = king) and plots.
●​ Fable – a short story, often with animals as
Synecdoche – part for whole (wheels = car)
characters, that teaches a moral lesson.
●​ Legend – a traditional story about heroes or
(S-M-P-H-I-O-O-A-A-M-S → "Some Mighty Poets Have events, often based on history but exaggerated.
Imagined Odd Oddities And Amazing Magical Symbols") ●​ Myth – a story explaining natural phenomena or
Identify whether the figure compares, exaggerates, cultural beliefs, often involving gods or creation.
substitutes, or repeats. ●​ Fairy tale – a magical story with fantastical
beings (fairies, witches, talking animals).
●​ Parable – a simple story with a moral or spiritual
Diction
lesson.
Definition: Writer’s choice of words that create tone,
●​ Science fiction – imaginative stories based on
mood, and style.
science, technology, or the future.
Types: ●​ Fantasy – stories set in imaginary worlds with
Formal – elevated, serious magic or supernatural elements.
Informal – casual, conversational ●​ Mystery/Detective fiction – stories involving

Colloquial – regional/slang crime, secrets, or puzzles to be solved.

●​ Historical fiction – stories set in the past, often
Poetic – artistic, figurative
mixing real events with fictional characters.
Concrete – specific, vivid ●​ Adventure – stories of action, danger, and
Abstract – ideas, emotions excitement.
●​ Horror – stories designed to create fear or
(F-I-C-P-C-A → "Fine Individuals Craft Poems Carefully suspense.
Always")
 ●​ Romance – stories focusing on love and ●​ Farce – highly exaggerated, ridiculous situations
relationships. meant to entertain.
●​ Realistic fiction – stories that could happen in ●​ Tragicomedy – blends tragic and comic
real life. elements.
●​ Non-fiction (Fact-based writing, real events): ●​ Musical – drama that combines songs, dialogue,
●​ Essay – a short piece expressing opinions or and dance.
arguments. ●​ Opera – drama set entirely to music.
●​ Biography – a written account of someone’s life, ●​ One-act play – short drama focusing on one
written by another person. event or situation.
●​ Autobiography – a person’s life story written by ●​ Street theater / Improvised drama – unscripted
themselves. or public performances.
●​ Memoir – personal experiences or reflections of
the author.
Genres are grouped by form (prose, poetry, drama).
●​ Diary/Journal – daily record of personal
Sub-genres refine classification.
experiences and thoughts.
●​ Travel writing – descriptions of places, cultures,
and journeys. 📌 Quick Reference Notes:
●​ Speech – a spoken address to inform, persuade,
or entertain. ●​ Imagery = senses
●​ News/Feature article – factual reports or stories ●​ Figure of Speech = comparisons &
in newspapers/magazines. expressions beyond literal
●​ Criticism/Review – evaluation or analysis of ●​ Diction = word choice (tone & mood)
works (books, films, art). ●​ Fiction Elements = plot, character, setting,
theme, POV, conflict
Poetry – literary form that uses rhythm, meter, and ●​ Genres = prose, poetry, drama
imagery, often written in verse.
●​ Lyric Poetry (expresses emotions or thoughts):
●​ Sonnet – 14-line poem with strict rhyme and
rhythm.
●​ Ode – poem of praise or tribute to a person,
thing, or idea.
●​ Elegy – a mournful poem, usually about death or
loss.
●​ Song – lyrical verses set to music.
●​ Haiku – a three-line Japanese poem (5-7-5
syllables) about nature or moments.
●​ Pastoral poem – idealizes rural life and nature.
●​ Narrative Poetry (tells a story in verse):
●​ Epic – long narrative poem about heroic deeds
(e.g., Iliad, Odyssey).
●​ Ballad – song-like poem that tells a story, often
about love or tragedy.
●​ Romance (verse form) – medieval narrative
poem of knights, quests, and chivalry.
Other Forms:
●​ Free verse – poetry without a fixed rhyme or
rhythm.
●​ Limerick – humorous 5-line poem with a set
rhyme scheme (AABBA).
●​ Spoken word – performance poetry, often
dramatic and emotional.

Drama – literature written to be performed on stage.

●​ Tragedy – drama with serious themes, ending in
downfall or death of the protagonist.
●​ Comedy – drama with humor, happy endings,
often about human flaws.
●​ Melodrama – exaggerated characters and
events, appeals to emotions.
UCSP - Goals: Obtain theories about society, study
I. Understanding Culture, Society, and Politics humanity, appreciate interdependence, expose
minds to different perspectives.
A. Subject Overview/Why Study UCSP?
- Critical Thinking and Analysis: Analyzing cultural,
social, and political phenomena; evaluating the Political Science:
impact of contexts on political systems; developing - Impact: Directly or indirectly affects our lives.
logical reasoning. - Origin: Started by the ancient Greeks.
- Cultural Competence: Understanding and - Focus: Systematic study of government, politics,
appreciating cultural diversity; recognizing and and political power.
respecting differences; navigating multicultural
- Subjects: Political theory, public management,
environments.
human rights, international relations.
- Social Awareness and Responsibility: Identifying
- Goals: Make better citizens, keep social order,
social inequalities; recognizing the role of
protect rights, avoid conflict, promote cooperation.
institutions; advocating for social justice.
- Political Literacy and Civic Engagement:
C. Core Concepts
Comprehending political systems; understanding
ideologies; engaging in informed civic participation. - Culture: Beliefs, ideas, values, practices,
knowledge shared by members of society.
- Research and Inquiry Skills: Conducting
sociological and anthropological research; using - Society: Group of individuals sharing common
qualitative and quantitative methods; analyzing culture, location, and government.
data. - Politics: Making planned decisions in groups;
- Communication Skills: Articulating ideas striving to share or influence power.
effectively; engaging in constructive dialogue;
presenting research findings. II. Culture
- Ethical and Moral Understanding: Developing A. Characteristics
ethical perspectives; making informed decisions; - Learned, Transmitted, Adaptive
recognizing integrity in personal and public life.

B. Aspects
B. Nature, Goals, and Perspectives
- Dynamic, Flexible, Adaptive, Shared and
Anthropology: Contested, Learned through Socialization and
- Asks: What does it mean to be human? Enculturation, Patterned Social Interactions,
- Origin: Study of non-European people by Integrated and Unstable, Transmitted through
European people. Socialization, Requires language and other forms
- Focus: People and their culture (using of communication.
ethnography).
- Subjects: Human origins, living people's culture, C. Main Types
language, dead culture. - Material Culture: Physical culture including
- Goals: See commonalities, understand technology, artifacts, relics.
differences, produce new knowledge, objectively - Non-Material Culture: Intangibles including values,
view own culture. norms, beliefs, traditions.

Sociology: D. Elements of Non-Material Culture

- Asks: How do we study society? - Beliefs: Perceptions about the reality of things.
- Origin: Study of European society during the - Values: Broad preferences on appropriate actions.
Industrial Revolution. - Norms: Society's standards of morality, conduct,
- Focus: Society, social interactions, and culture of propriety.
everyday life (using qualitative research). - Folkways: Weak norms; violations not considered
- Subjects: Social phenomena, issues, family serious.
background, socioeconomic status. - Mores: Ethical standards and moral obligations.
- Ideas: Concepts of physical, social, and cultural
world.
- Knowledge: Body of facts and beliefs - Horticultural: Used human muscle power and
accumulated over time. handheld tools to cultivate fields.
- Pastoral: Relied on herding and domestication of
III. Cultural, Social, Political, and Economic animals.
Symbols and Practices - Agricultural: Used the plow and irrigation systems.
A. Human Bio-cultural and Social Evolution - Industrial: Use of mechanical means of production
- Evolution: Natural process of biological change - Post-Industrial: Depends on specialized
across generations. knowledge and computer industries.
- Australopithecus: Intermediate between Man and
Ape. IV. Ethnocentrism & Cultural Relativism
- Aferensis: Brain size 400-500 cc. - Cultural Diversity: Every society is unique.
- Africanus: Brain size up to 500 cc. - Subculture: Modified culture within a larger
- Robustus: Brain size up to 525 cc. culture.
- Boisei: Brain size up to 525 cc. - Counter-Culture: Values counter to established
- Homonization: Evolution of human characteristics society.
differentiating hominids. - Culture Shock: Difficulty adapting to new cultures.
- Homonids: First to use stone tools. - Cultural Integration: Blending or merging of
- Homo Rudolfensis: Discovered by Richard and cultural elements.
Meave Leakey. - Acculturation: Changes resulting from contact of
- Homo Habilis: "Handy man"; first relics of tools. two or more cultures.

- Homo Erectus: "Upright man"; knew how to use - Assimilation: Adopting practices of another
fire. culture, altering original identity.

- Homo Floresiensis: "Hobbit"; small stature. - Amalgamation: Mixing cultures to create a new
cultural identity.
- Homo Heidelbergensis: Lived in colder climates;
hunted large animals. Cultural Universals.

- Homo Sapiens: "Wise man." - Cultural Imperialism: Domination in cultural

relationships.
- Homo Neanderthalensis: Practiced burial of dead.
- Ethnocentrism: Belief that one’s native culture is
- Homo Sapiens Sapiens: Cro-Magnon;
superior.
anatomically modern humans.
- Xenocentrism: Belief that one culture is inferior to
- Paleontological Evidences: Growth of brain, erect
another.
posture, slowing of post-natal development, growth
in population. - Cultural Relativism: Judging behavior according to
its cultural context.

B. Cultural Evolution
- Humanization: Improving humans’ everyday living
through innovation.
- Cultural Period
- Paleolithic Age: Simple pebble tools, cave living,
use of fire.
- Mesolithic Age: Small stone tools, nomadic,
agriculture introduced.
- Neolithic Age: Polished stone tools, permanent
villages, domesticated plants.
- Bronze Age: Bronze tools and weapons,
advances in architecture.
- Iron Age: Iron tools and weapons, writing
systems.
Types of Societies
- Hunting and Food Gathering: Earliest form; used
stone, wood, and bone tools.
MIL Relationship between Traditional Media and
I. Introduction to Media and Information Literacy New Media:
(MIL) - Traditional Media: One-directional, limited media
Communication: Process of exchanging experience.
information through a system, signs, or behavior. - New Media: Interactive, integrated.
- Verbal: Oral and written communication. Four Main Categories of New Media (McQuail):
- Non-verbal: Signs, symbols, colors, gestures, - Interpersonal communication media: Telephone,
body language. e-mail.
Elements of Communication: - Interactive play media: Video games, virtual
- Source: Sends information. reality.

- Message: Information being sent. - Information search media: Internet, World Wide
Web.
- Encoding: Forming the message.
- Collective participatory media: Internet for sharing.
- Channel: Method of delivery (verbal, non-verbal,
media). Normative Theories of the Press:

- Decoding: Understanding the message. - Authoritarian Theory: Controlled by the

government.
- Receiver: Receives the message.
- Soviet Media Theory: For the working class.
- Feedback: Reaction or response.
- Libertarian Theory: Free press.
Media: Term borrowed from advertising; used to
encompass all means of communication. - Social Responsibility Theory: Freedom with
responsibility.
Categories of Media:
Roles and Functions of Media in a Democratic
- Modality: Text, audio, video, graphics, animation.
Society:
- Format: Digital or analog.
- Inform, educate, provide platform, give publicity,
- Way of Transmitting: Electromagnetic/radio
serve as channel.
waves, light waves.
Philippine Internet Timeline:
- Mass Media Form: TV, radio, print, internet,
- First Philippine-based BBS (1986).
mobile.
- Philippine FidoNet Exchange (1987).
- Media Literacy: Ability to access, analyze,
respond to, and create media. - Philnet project (1993).

- Information Literacy: Ability to know when - First connection to the Internet (March 29, 1994 at
information is needed, find, evaluate, and use it. 1:15am).

- Technology (Digital) Literacy: Ability to use

technology responsibly and effectively. III. Types of Media
- Print Media: Books, newspapers, magazines.
II. The Evolution of Traditional Media to New Media - Broadcast Media: Television, radio.
Prehistoric Age: - Movies (Film/Cinema):
- Stone Age and Metal Age. - Internet / New Media:
- Use of crude tools, rock art (petroglyphs and - Video Games:
pictographs). - Media Convergence: Joining of different media
- Orayi (song) and Canao (dance). sources.
Industrial Age: Social Network, Learning Management System,
- Mass production, inventions (steamboats, steam Product Advertisement, News Agency,
locomotives). Multimedia Personality.

- Telegraph, typewriter. Classification of Media:

Electronic Age: - Print, non-print, electronic.

- Transistor radio, television. - Projected & non-projected.

Information (Digital) Age: - Audio, Visual & Audio-visual.

- Computers, laptops, smartphones, social media. - Hardware and software.

IV. Media and Information Sources - Basic Rules: Real people, no offensive opinions,
Indigenous Sources: no private images, respect privacy, check facts.

- Indigenous Knowledge: Local knowledge that is - Digital Divide: Disparity in access to technology.
unwritten. - Computer Addiction: Excessive computer use.
- Indigenous Media: Folk media, gatherings, direct Bullying: Unwanted, aggressive behavior with
observation, records, oral instruction. power imbalance.

Library: - Verbal, Social, Physical.

- Academic, Public, School, Special. Intellectual Property (IP): Creations of the mind.

Internet: - Copyright, Patent, Trademark, Industrial Design,

Geographical Indication.
- Search Engines: Google, Bing, Yahoo, Baidu,
AOL, Ask.com.
Evaluating Information: Authorship, Published VII. Opportunities, Challenges & Power of Media
body, Accuracy, Currency. and Information

Skills in Determining the Reliability of Opportunities: Circumstances that make

Information: something possible.

- Check Author, Date, Citations, Domain. - Challenges: New and difficult thing.

Skills in Determining Accurate Information: - Power: Ability to influence others.

- Look for Facts, Cross-reference, Determine - Empowerment: Shift in power dynamics.

Reason. - Economics of Media: Ratings = Revenues.
Types of Sources: Media and Information for Education:
- Books, Articles, Newspapers, Internet. - Online education.
- Scholarly Journals, Trade Publications, Media and Information for Social Science:
Magazines. - Development communication.
Effect of Media in Politics:
V. Media and Information Languages - Cybercrime: Hacking, Cyber Stalking, Virus
- Media Languages: Codes, conventions, formats, dissemination, E-mail Spoofing, Phishing.
symbols, narrative structures. Power of Media and Information:
- Codes: System of signs that create meaning. - In Students, Business, Society.
- Symbolic Codes: Setting, mise en scene, acting, Information Processing Tasks:
color.
- Filtering, Meaning Matching, Meaning
- Technical Codes: Sound, camera angles, shots, Construction.
lighting.
- Written Codes: Headlines, typeface, slogans,
PRE-TEST AND ASSESSMENT:
captions.
1. Bias in media is:
- Conventions: Accepted ways of using media
A. Rare B. Impossible to spot C. Beneficial to everyone
codes. D. Unavoidable
- Form, story, genre conventions. 2. You should be skeptical of media because:
Genre: Type or class of media. A. It doesn’t make sense B. It can have hidden agendas
- News, information, education, entertainment, C. It doesn’t reach many people D. It is full of lies
advertising. 3. Decoding media is most similar to:

- Types of Signs: Regulatory, Warning. A. Writing a book B. Performing an experiment C.

Solving a mystery D. Cooking a meal
4. Which of the following is an example of product
VI. Legal, Ethical & Societal Issues in Media and
placement?
Information
A. A TV character using a popular cell phone brand. B.
- Copyright: Protection of original work. The President giving a speech on the economy. C.
- Fair Use: Limitation on copyright for comment, Eating a specific brand of popcorn at the movies. D.
search, criticism, news, research, teaching. Watching a movie on the latest table.

- Plagiarism: Copying without permission. 5. Most media images are:

A. Boring B. Shocking C. Hidden D. Edited
- Netiquette: Proper online behavior.
6. It is directed and purposeful exchange of information 7. The video and computer-based games, plus virtual
and messages between people or groups of people by reality device compose this category.
speaking, writing, gestures, and signs A. Collective participatory media C. Information search
A. Messages B. Communication C. Information D. Mass media B. Interpersonal communication media D.
Communication Interactive play media
7. Refers to the communication between two persons, 8. The first Philippine-based public access bulletin board
whether they are verbal or non-verbal. system, that went online on August 1986, with an annual
A. Mass communication B. Personal Communication C. subscription fee of P 1,000.
Interpersonal Communication D. Organization A. Philippine FidoNet Exchange B. First-Fil RBBS C.
communication PhilNet D. Philippine Online
8. The word “literacy” in Media Literacy refers to: 9. It is used to expand opportunities for self-expression
A. Improving my vocabulary C. Reading about especially among the youth through Web logs, online
technology B. Figuring out meaning and messages D. forums and messaging applications.
Learning how to read more quickly A. New Media D. Traditional Media C. Information
9. It is the ability to access, analyze, response to a range Search Media D. Print Media
of media. 10. It is a period in human history characterized by the
A. Media Literacy B. Technology Literacy C. Information shift from traditional industry that the Industry Revolution
Literacy D. Computer Literacy brought through industrialization, to an economy on
information computerization.
10. It refers to the ability to recognize when information
is needed and to locate, evaluate, effectively use, and A. Industrial Age B. Electronic Age B. Digital Age D.
communicate information in its various formats. Metal Age

A. Media Literacy B. Technology Literacy C. Information

Literacy D. Computer Literacy 1. The prehistoric men learned how to sharpen their
tools and use them for hunting. (True)

1. The audience media experience is limited and one 2. During People Power I, President Joseph Estrada
directional. declared the Martial Law and controlled all forms of
mass media. (False)
A. Traditional Media C. New Media B. Social Media D.
Prehistoric Media 3. The two kinds of rock art during the Stone Age are
petroglyphs and pictographs. (True)
2. The time before the existence of written or recorded
history, it is also known as Stone Age. 4. New media tends to be much more interactive than
traditional media. (True)
A. Electronic Age B. Industrial Age C. Prehistoric Age D.
Technology Age 5. Unlike new media, the results of you receive from
traditional media are often in real-time. (False)
3. The concept of mass production or manufacturing of
goods in large quantities was introduced, increasing the
demand for bigger and better machines. 1. Magazine typically contain features or human interest
A. Electronic Age B. Industrial Age C. Prehistoric Age D. articles. (True)
Technology Age 2. Film is one of the oldest platforms of media and
4. People in __________ use different media platforms people went to the theaters to watch. (True)
as a means to express their opinion on social issue and 3. Printing press invented by Johannes Gutenberg in
the media’s role is very crucial as it becomes a reliable year 1440, made a significant event in the history of
source of information. printing. (True)
A. Democratic Society C. Prehistoric Society B. 4. Books are the very first mass media in human history.
Communist Society D. Monarch Society (False)
5. What new media category are the telephone and 5. The internet changes the world and connects the
e-mail where “content is private and perishable and the people, also deliver the users to keep in touch with the
relationship established and reinforced may be more latest inventions and news. (True)
important than the information conveyed”.
A. Interactive play media C. Collective participatory 1. Google - Internet
media B. Interpersonal communication media D.
2. Mobile Legend - Video Games
Information search media
3. FM and AM radio programmed - Broadcast Media
6. This refers to the use of the Internet for “sharing and
4. Books - Print Media
exchanging information, ideas, and experiences and
developing active personal relationships. 5. Encatadia Teleserye - Broadcast Media

A. Interpersonal communication media C. Information 6. Magazine - Print Media

search media B. Interactive play media D. Collective 7. Youtube website - Internet
participatory media 8. Newspapers - Print Media
9. INDI film - Movies A. www.yahoo.com B. www.bing.com C. www.ask.com
10. Call of Duty and Angry Birds - Video Games D. www.baidu.com

1. Convergence is the ability to transform different kinds 1. The academic library serves colleges and universities.
of media into digital code, which is then accessible by a (True)
range of devices (True) 2. The school library serves cities and towns, and of all
2. Books are one of the oldest platforms of media and types (False)
people went to the theaters to watch (False) 3. The information is said to be valued if it aids the user
3. Printing press invented by Johannes Gutenberg in pin making or improving decisions. (True)
year 1440, made a significant event in the history of 4. The information is said to be reliable if it can be
printing (True) verified and evaluated. (True)
4. Films are the very first mass media in human history 5. The source reliability, accuracy and value of
(False) information may vary based on the time it was produced
5. The internet changes the world and connects the or acquired. (True)
people also deliver the users to keep in touch with the
latest inventions and news (True) 1. The academic library serves colleges and universities.
(SAVE)
1. It is a local knowledge and unique to a given culture or 2. The school library serves cities and towns, and of all
society, and most often is not written down. types (UNSAVE)
A. Indigenous Media B. Indigenous Knowledge C. 3. The information is said to be valued it aids the user in
Indigenous Sources D. Indigenous Society making or improving decisions. (SAVE)
2. Forms of media expression conceptualized, produced, 4. The authority of the source is not the one authored or
and circulated by indigenous peoples around the globe published the information and the credibility of the
as vehicles for communication. sources. (UNSAVE)
A. Indigenous Media B. Indigenous Knowledge C. 5. The information is said to be reliable if it can be
Indigenous Sources D. Indigenous Society verified and evaluated. (SAVE)
3. The place in which literary, musical, artistic, or 6. The source reliability, accuracy and value of
reference materials are kept for use but not for sale. information may vary based on the time it was produced
A. Internet B. Articles C. Library D. Books or acquired. (SAVE)

4. A global computer network providing a variety of 7. Scholarly Journals are up-to-date and highly specific
information and communication facilities, also known as for scholars and researchers. (SAVE)
universal library. 8. The ability to communicate almost instantly is not one
A. Internet B. Articles C. Indigenous Sources D. Books of the best features of the internet. (UNSAVE)

5. It is a book intended to be consulted for information on 9. Through Internet technology, you can pay your bills,
specific matters rather than read from beginning to end. manage your bank accounts, meet new people, watch
TV, or learn new skills. (SAVE)
A. Newspapers B. Articles C. Reference Book D. Books
10. The google search engine is the best search engine
6. What sources of information that produced up-to-date,
in the world and it is also one of most popular products
national and regional information for a general audience.
from Google Company. (SAVE)
A. Newspapers B. Articles C. Reference Book D. Books
7. An article which has a broad summaries of issues for
1. Magazine (B. Articles)
a general audience.
2. Value (D. Things to consider in evaluating
A. Trade Publications B. Magazines C. Scholarly
information)
Journals D. Newspapers
3. .com (C. Website Domain name)
8. An article which targeted towards professionals in a
discipline or industry. 4. Trade Publication (B. Articles)

A. Trade Publications C. Scholarly Journals B. 5. Accuracy (D. Things to consider in evaluating

Magazines D. Newspapers information)

9. Which of the following are not skills in determining 6. Bing.com (A. Search Engine)
accurate information. 7. .mil (C. Website Domain name)
A. Look for google sites D. Look for facts 8. Ask.com (A. Search Engine)
Cross-reference with other source for consistency 9. Reliability (D. Things to consider in evaluating
Determine the reason for writing and publishing the information)
informations
10. Google.com (A. Search Engine)
10. What is the search engine website developed by
Microsoft company as their answer to Google and it was
launched in 2009.
1. These are known as a system or collection of signs 5. Computer addiction is a disorder in which individual
that create meaning when put together. turns to the Internet or plays computer games to change
A. Conventions B. Formats C. Codes D. Symbols moods, overcome anxiety, deal with depression, reduce
isolation or loneliness, or distract themselves from
2. These codes show that it is beneath the surface of
overwhelming problems. (True)
what we see or iconic symbols that are easily
understood.
A. Technical Codes B. Symbolic Codes C. Written 1. A copyright protects solely original works of
Codes D. Pseudo Codes “authorship” like literacy works and sound recording.
(True)
3. The codes that uses language style and textual layout
like headlines, captions, speech bubbles, language style, 2. Algorithm is a collection of rules that governs what
and more. conduct is socially acceptable in a web or digital
scenario. (False)
A. Technical Codes D. Symbolic Codes C. Written
Codes D. Pseudo Codes 3. In the internet always remember that real people take
priority. (True)
4. A signs that inform road users of traffic laws and
regulations which, if disregarded, will constitute an 4. Never post private or embarrassing images or
offense. comments in social media. (True)

A. Technical Signs B. Genre C. Warning Signs D. 5. Computer addiction is a disorder in which individual
Regulatory Signs turns to theInternet or plays computer games to change
moods, overcome anxiety, deal with depression, reduce
5. It is a French word which means “kind” or “class” The
isolation or loneliness, or distract themselves from
original Latin word is “genus” and means a class of
overwhelming problems. (True)
things that can be broken down into subcategories.
A. Format B. Genre C. Entertainment D. Conventions
1. A time or set of circumstances that makes it possible
to do something.
1. These are templates that provide the working and
A. Challenge B. Opportunity C. Power D. Empowerment
provisional structures of media and information texts.
2. It is the idea of power and idea that power change,
B. Conventions B. Formats C. Codes D. Symbols
that the ownership of power can shift from one entity to
2. These codes show that it is beneath the surface of
another.
what we see or iconic symbols that are easily
A. Challenge B. Opportunity C. Power D. Empowerment
understood.
3. It is something new and difficult which requires great
A. Technical Codes B. Pseudo Codes C. Written Codes
effort and determination.
D. Symbolic Codes
A. Opportunity B. Power C. Challenge D. Empowerment
3. The codes that uses language style and textual layout
like headlines, captions, speech bubbles, language style, 4. It is the most common type of cybercrime committed
and more. across the world.

C. Technical Codes C. Written Codes D. Symbolic A. Cyber Stalking B. Hacking C. Phishing D. E-mail
Codes D. Pseudo Codes Spoofing

4. What signs used to warn motorists of potentially 5. It is a cybercrime in which a target or targets are
hazardous conditions on or adjacent to the road. contacted by email, telephone or text message by
someone posing as a legitimate institution to lure
C. Technical Signs D. Genre C. Warning Signs D.
individuals into providing sensitive data such as
Regulatory Signs
personally identifiable information, banking and credit
5. These are messages that are created to sell a product
card details, and passwords.
or services.
A. Cyber Stalking B. Hacking C. Phishing D. E-mail
A. Advertisements C. Entertainment B. Editorial writing
Spoofing
D. News reporting

1. Social networks are one of the fastest growing

1. A copyright protects solely original works of
industries in the world (True)
“authorship” like literacy works and sound recording.
2. Tim Berners-Lee changed the world when he invented
(True)
the World Wide Web. (True)
2. In the internet always remember that real people take
3. Cybercrime is “a crime committed with or through the
priority. (True)
use of information and communication technologies such
3. Algorithm is a collection of rules that governs what
as radio, television, cellular phone, computer and
conduct is socially acceptable in a web or digital
network, and other communication device or application.
scenario. (False)
(True)
4. Never post private or embarrassing images or
4. Empowerment cannot be possible because power can
comments in social media. (True)
expand or diminish as the case may be. (False)
5. The economics of media can be explained in the
simple equation Ratings= Revenues. (True)
6. The Philippine media is a great asset in the country’s
economy. (True)
7. The existence of cheap or even free digital
technologies like torrent downloading makes piracy even
more attractive to consumers. (True)
8. Online education is now a fast becoming trend in
society. (True)
9. The society is not heavily influenced by media and
information. (False)
10. Media and information have the power to sway
society’s beliefs and perception. (True)

In terms of Media and information ( search the

meaning of the ff.)

Magic bullet
cultivation
banner story
gatekeeping
PR2 Kinds of Quantitative Research
Module 1: Characteristics, Strengths, Weaknesses, ●​ Experimental:
& Kinds of Quantitative Research - True Experimental: Random assignment of
What is Quantitative Research? sample groups, a viable control group, manipulation
●​ Quantitative research is a structured way of of one variable, and random assignment of
collecting and analyzing data from different subjects.
sources. - Quasi-Experimental: Uses constructions that
●​ Involves computational, statistical, and already exist in the real world, with categories that
mathematical tools to derive results. may not meet all criteria for true experimental
●​ Aims to quantify the problem and groups.
understand its prevalence by seeking ●​ Non-Experimental:
projectable results to a larger population.
- Descriptive: Systematic gathering of information
●​ Data collection tools include surveys and
from respondents to understand and predict
experiments.
aspects of the population's behavior.
Characteristics of Quantitative Research
- Correlational: Determines the relationship
●​ Determines the relationship between an between two or more quantitative variables from
independent variable and a dependent the same group of subjects.
variable within a population.
- Causal Comparative: Also known as "ex post
●​ Data gathered using structured research
facto" research, involves starting with an effect and
instruments.
seeking possible causes.
●​ Results are based on larger sample sizes
representative of the population.
●​ The study can be replicated or repeated due Module 2: Importance of Quantitative Research
to its high reliability. Across Fields
●​ Researchers have clearly defined research
All aspects of the study are carefully Why Quantitative Research is Important?
questions. ●​ Used to populate statistics from
●​ designed before data collection. high-volume sample sizes for statistically
●​ Data is in the form of numbers and valid results in customer insight.
statistics, often in tables, charts, and ●​ Incorporates a survey-based approach to
figures. gain feedback related to a population’s
●​ Results can be generalized, predict future ideas and opinions.
outcomes, or investigate causal ●​ Helps identify and address problems in the
relationships. community, leading to sound decisions.
Strengths of Quantitative Research ●​ Results in innovative teaching strategies,
●​ Tests and validates constructed theories. inventions, and empirical interventions for
●​ Tests hypotheses constructed before data community progress.
collection. Importance Across Fields
●​ Can generalize research findings based on ABM (Accounting, Business, and Management):
random samples of sufficient size.
- Designing new marketing strategies.
●​ Useful for obtaining data that allow
- Determining the timing for opening new business
quantitative predictions.
branches.
●​ Can eliminate confounding influences to
establish cause-and-effect relationships. - Understanding customer preferences and
●​ Relatively quick data collection using improving service quality.
methods like telephone interviews. STEM (Science, Technology, Engineering, and
●​ Provides precise, numerical data. Mathematics):
●​ Data analysis is less time-consuming with - Obtaining information about disease trends and
statistical software. risk factors.
●​ Research results are relatively independent - Evaluating clinical practices to ensure high-quality
of the researcher. patient care.
●​ Useful for studying large numbers of people.
- Developing new structural designs.
Weaknesses of Quantitative Research
HUMSS (Humanities and Social Sciences):
- Providing solutions to social problems. - Gives the reader an idea of what the paper will
- Understanding societal behaviors and social contain.
issues. - Uses a phrase rather than a complete sentence.
- Contributing to societal development and welfare - Is straightforward.
through new theories and practices. - Avoids punctuation at the end.
●​ In general, quantitative research helps What is the Background of Research?
understand, evaluate, and assess the things
- Provides context to the information discussed,
around us, providing explanations and
including relevant studies.
justifications for decisions and actions.
- Discusses the problem statement, rationale, and
research questions.
Module 3: Kinds of Variables and Their Uses
- Links the introduction to the research topic,
What is a Variable? ensuring a logical flow of ideas.
●​ Refers to changing qualities or
characteristics of persons or things.
Module 5: Research Questions, Scope, &
Kinds of Variables Delimitation
●​ Independent Variables (IV): Suspected of Steps in Developing a Research Question
being the cause in a causal relationship.
1. Choose an interesting general topic.
- Active: Interventions or conditions applied to
2. Do preliminary research.
participants.
3. Consider your audience.
- Attribute: Intrinsic characteristics of participants.
4. Start asking questions.
●​ Dependent Variables (DV): Influenced by
5. Evaluate your question.
the independent variables, also known as
outcome or effect variables. Scope and Delimitation of the Study

Extraneous Variables (EV): Factors that may - Scope: Explains what information or subject is
affect the relationship between IV and DV. being analyzed, including sample size, time, and
geographic area.
Intervening Variable: Establishes the link between
IV and DV, acting as the primary cause of change - Delimitation: Describes the scope of the study,
in DV. explaining why specific aspects were chosen and
others excluded, and mentions the research
Confounding Variables: Affect how IV acts on DV,
method and theories applied.
potentially leading to false results.
- Delimitations involve the scope of a study (e.g.,
specific variables, participants, sites).
Module 4: Research Title and Its Background
- Limitations identify potential weaknesses of the
How to Craft a Good Research Title
study (e.g., statistical procedures, research
●​ Predicts content, catches the reader's strategies).
interest, reflects the tone, and contains
keywords for easy computer access.
Module 6: Conceptual Framework & Definition of
●​ Should be SMART (Specific, Measurable,
Terms in Quantitative Research
Attainable, Reliable/Relevant, and
Time-bound). What is the Meaning of Conceptual Framework?

Guidelines in Formulating a Research Title - Used to understand the direction of a research

project.
- Include the subject matter, setting, respondents,
and time period. - A graphical presentation of concepts or ideas on
the basic structure or components of research.
- Be concise and brief.
- Shows the relationship of elements with one
- Avoid terms like "Analysis of," "A Study of," etc.
another.
- Use an inverted pyramid style for multi-line titles.
Difference Between Conceptual Framework and
- Capitalize all words.
Theoretical Framework
- Keep the title under 15 substantive words.
- Conceptual framework is the researcher's idea
Characteristics of a Good Title on how the research problem will be explored,
- Provides information about the research content. based on a broader theoretical framework.
- Theoretical framework dwells on time-tested Ethical Standards in Writing Related Literature
theories. - Acknowledge the owners of borrowed ideas and
●​ Conceptual framework describes the put quotation marks around copied words.
relationship between specific variables, - Proper citations and referencing to avoid
while the theoretical framework describes a plagiarism.
broader relationship between things.
Ten Simple Rules for Writing a Literature
Pointers in Writing a Conceptual Framework Review
1. Familiarize yourself with the objective. 1. Define a Topic and Audience.
2. Base the contents on your understanding of the 2. Search and Re-search the Literature.
elements and their relationships.
3. Take Notes While Reading.
3. Ensure all aspects relate to the research
4. Choose the Type of Review You Wish to Write.
objective.
5. Keep the Review Focused, but Make It of Broad
4. Seek feedback for improvement.
Interest.
6. Be Critical and Consistent.
Module 7: Definition of Terms & Hypothesis of the
7. Find a Logical Structure.
Study
8. Make Use of Feedback.
What is Definition of Terms in Research?
9. Include Your Own Relevant Research, but Be
- An alphabetical list of important terms based on
Objective.
the context design of a particular research paper.
10. Be Up-to-Date, but Do Not Forget Older
- Terms include theoretical constructs, formulas, Studies.
and discipline-specific acronyms.
Operational vs. Conceptual Definitions
- Operational: Researcher's own definition based
on how terms are used in the study.
- Conceptual: Dictionary definition of terms.
What is a Hypothesis?
- A proposed explanation for a phenomenon, based
on previous observations.
- Types include null hypothesis and alternative
hypothesis.
- Null Hypothesis: Proposes no difference
between certain characteristics of a population.
- Alternative Hypothesis: Contradicts the null
hypothesis.

Module 8: Review of Related Literature

How to Select Relevant Literature in
Quantitative Research?
- Carrying out a comprehensive literature review is
an important skill.
- A literature review has an organizational pattern
and combines both summary and synthesis.
Analytical Features of a Literature Review
- Give a new interpretation of old material or
combine new with old interpretations.
- Trace the intellectual progression of the field,
including major debates.
- Evaluate the sources and advise the reader on
the most pertinent or relevant research.
ENTREP. entrepreneurial opportunities, which in turn results
Lesson 1: Introduction to Entrepreneurship in the opening of an entrepreneurial venture."
Entrepreneur: From the French verb - Essentials in Entrepreneur’s Opportunity –
ENTREPRENDRE, meaning "to undertake." Seeking:
- Entrepreneurship: The PROCESS of creating an - Entrepreneurial Mind Frame: This allows the
enterprise by an entrepreneur. entrepreneur to see things in a very positive and
Factors Affecting Entrepreneurship: optimistic way in the midst of difficult situation.
PERSONALITY - Entrepreneurial Heart Flame: Entrepreneurs are
- Initiative driven by passion; they are attracted to discover
- Proactive satisfaction in the act and process of discovery.
- Problem Solver Passion is the great desire of an entrepreneur to
- Perseverance achieve his/her goals
- Persuasion - Entrepreneurial Gut Game: This refers to the
- Risk-Taker ability of the entrepreneur of being intuitive. This
- Planner also known as intuition.
ENVIRONMENTAL - Sources of Opportunities:
- Political Climate - Changes in the Environment: Entrepreneurial
- Legal System ideas arise when changes happen in the external
- Economic Conditions environment.
- Social Conditions - External Environment: Refers to the physical
- Market Situations environment, societal environment, and industry
Common Competencies in Entrepreneurship: environment where the business operates.
- Decisive - Physical Environment: (a.) Climate – the
- Communicator weather conditions. (b.) Natural resources – such
- Leader as minerals, forests, water, and fertile land that
- Opportunity seeker occur in nature and can be used for economic gain.
- Proactive (c.) Wildlife – includes all mammals, birds, reptiles,
- Innovative fish, etc., that live in the wild.
- Risk Taker - Societal Environment: a. Political forces –
Types of Entrepreneurs: includes all the laws, rules, and regulations that
- Innovative Entrepreneurs: They are those who govern business practices as well as the permits,
always make new things by thinking of new ideas. approvals, and licenses necessary to operate the
They have the ability to think newer, better and business. b. Economic forces – such as income
more economical ideas. level and employment rate. c. Sociocultural forces –
- Imitating Entrepreneurs: They are those who customs, lifestyles and values that characterize a
don’t create new things but only follow the ideas of society. d. Technological environment – new
other entrepreneurs. inventions and technology innovations.
- Fabian Entrepreneurs: They are skeptical about - Industry Environment: a. Competitors b.
changes to be made in the organization. They don’t Customers c. Creditors d. Employees e.
initiate but follow only after they are satisfied. Government f. Suppliers
- Drone Entrepreneurs: They are those who live - Technological Discovery & Advancement: A
on the labor of others. They are die-hard person with entrepreneurial interest sees possibility
conservatives even ready to suffer the loss of of business opportunities in any new discovery or
business. because of the use of latest technology.
- Social Entrepreneurs: They are those who - Government’s Thrust, Programs, and Policies:
initiate changes and drive social innovation and The priorities, projects, programs, and policies of
transformation in the various fields such as the government are also good sources of ideas.
education, health, human rights, environment and - People’s Interest: The interest, hobbies, and
enterprise development. preferences of people are rich sources of
Career Opportunities in Entrepreneurship: entrepreneurial ideas
- Business Consultant - Past Experiences: The expertise and skills
- Teacher developed by a person who has worked in a
- Researcher particular field may lead to the opening of a related
- Sales business enterprise.
- Business Reporter - Forces of Competition Model:
- Competition: It is the act or process of trying to
Lesson 2: Recognizing a Potential Market get or win something.
- Five Forces of Competition:
- Entrepreneurial Ideas: “an innovative concept - Buyers
that can be used for financial gain that is usually - Potential new entrants
centered on a product or service that can be - Rivalry among existing firms
offered for money." - Substitute products
- Entrepreneurial Process: "The creation of an - Supplier
entrepreneurial idea leads to the identification of
- Buyers: The buyers are the ones that pay cash in - Service Requirement- An intangible thing or
exchange for your goods and services. product that cannot be touched but the customer
- Potential New Entrants: A new entrant is defined can feel the fulfillment
as companies or businesses that have the ability to - It includes all aspects of how a customer expects
penetrate or enter into a particular industry. to be treated while purchasing a product and how
- Rivalry Among Existing Firms: Rivalry is a state easy the buying process goes.
or situation wherein business organizations are - Output Requirement- Tangible thing or things
competing with each other in a particular market. that can be seen.
- Substitute Products: Substitute is one that - Characteristic specifications that a consumer
serves the same purpose as another product in the expects to be fulfilled in the product.
market. - Costumers will avail services as a product, then
- Suppliers: The Suppliers are the one that provide various service requirements can take the form of
something that is needed in business operations output requirements.
such as office supplies and equipment. - Market Size: It is the approximate number of
sellers and buyers in a particular market
Lesson 3: Recognize and Understand the Market - Methods used in Determining the Market Size
- 1st Step : estimate the potential market –
- Value Proposition: "a business or marketing approximate number of customers that will buy the
statement that summarizes why a consumer should product or avail your services
buy a company's product or use its service" It is - 2nd Step : estimate the customers who probably
often used to convince a customer to purchase a dislike to buy your product or avail the services
particular product or service to add a form of value - 3rd Step : for the entrepreneur to estimate the
to their lives! market share, that means plotting and calculating of
Elements of Value Proposition the competitor’s market share to determine the
- Target Customer portion of the new venture.
- Needs/opportunity
- Name of the product Lesson 4: Market Research
- Name of the enterprise/company
- Unique Selling Proposition: refers to how you sell - Market Research: can be defined as the process
your product or services to your customer. of gathering, analyzing and interpreting the
- You will address the wants and desires of your information about the products or the services to be
customers offered for sale to the potential consumers in the
Effective Unique Selling Proposition market.
- Identify and rank the uniqueness of the product or - Data Collection: the most valuable tool in any
services character type of research study.
- Be very Specific - TIPS IN COLLECTING DATA
- Keep it Short and Simple (KISS) - Organize collected data as soon as it is available
Determining Customers - Know what message you want to get across and
- The Target Market: Market Targeting is a sage in then collect data that is relevant to the message
market identification process that aims to determine - Collect more data
the buyers with common needs and characteristics. - Create more data
Segmenting the Market - Take note of interesting or significant data
- Geographic segmentation – the total market is - THE THREE TYPES OF DATA COLLECTION
divided according to geographical location TECHNIQUES
Variables to consider are Climate, Dominant ethnic - Survey- the most common way to gather primary
group, Culture and Density (either rural or urban) research with the use of questionnaires or interview
- Demographic Segmentation – divided based on schedule
consumers Variables to consider are Gender, Age, - GUIDELINES IN MAKING A RESEARCH
Income, Occupation, Education, Religion, Ethnic QUESTIONNAIRE
group and Family size - Keep it as simple as possible
- Psychological Segmentation – divided in terms - Make sure it is clearly appealing and easy to read
of how customers think and believe Variables to - Cluster or block related questions
consider are Needs and wants, Attitudes, Social - Move from complex questions to more specific
class, Personality traits, Knowledge and questions
awareness, Brand concept, Lifestyle - Make sure questions are concise and easily
- Behavioral Segmentation – divided according to understood
customers’ behavior pattern as they interact with a - Avoid questions that are difficult to answer
company. Variables to consider are Perceptions, - Make sure response scales used are consistent
Knowledge, Reaction, Benefits, Loyalty and with categories that are mutually exclusive
Responses - Interviews- one of the most reliable and credible
- Customer Requirements: Customer ways of getting relevant information from target
requirements are the specific characteristics that customers.
the customers need from a product or a service. - TWO TYPES OF INTERVIEW
- There can be two types of customer requirements:
- Personal Interview- traditional method of - PSYCHOLOGICAL PRICING- Psychological
conducting an interview. pricing is the practice of setting prices slightly lower
- Telephone Interview- less expensive and less than rounded numbers
time-consuming, but the disadvantages are that the - OPTIONAL PRICING- The company earns more
response rate is not as high as the face- to-face through cross-selling products along with a basic
interview, but considerably higher than the mailed core product.
questionnaire - COST-PLUS PRICING- Cost plus pricing involves
- Focus Group Discussion- excellent method for adding a markup to the cost of goods and services
generating and screening ideas and concepts. to arrive at a selling price.
- CONSIDERATIONS IN DOING FGD - COST-BASED PRICING- A pricing method in
- The length of the session is between 90 and 120 which a fixed sum or a percentage of the total cost
minutes. is added (as income or profit) to the cost of the
- Conduct focus groups discussion with 8 to 10 product to arrive at its selling price.
participants per group. - VALUE-BASED PRICING- A price-setting
- Assign an expert moderator / facilitator who can strategy where prices are set primarily on
manage group dynamics. consumers' perceived value of the product or
- Use a semi-structured or open-format discussion service.
- Strive for consistency in the group’s composition - PROMOTION- The idea is to create an
awareness, attract and induce the consumers to
Lesson 5: 7 P’s of Marketing Mix buy the product, in preference over others. refers to
the complete set of activities, which communicate
- Marketing Mix: is a business mechanism used the product, brand or service to the user!
for effective marketing of the products. is a set of - TYPES OF PROMOTIONAL MIX
controllable and connected variables that a - Advertising
company gathers to satisfy a customer better than - Public Relations
its competitor. - Personal Selling
- It is also known as the “Ps” in marketing. - Sales Promotions
- The original 4 P’s stands for product, place, - Direct Marketing
price and promotion. Eventually, three elements - PEOPLE- the ultimate marketing strategy. consist
have been added, namely: people, packaging of each person who is involved in the product or
and positioning to comprise the 7 P’s. service whether directly or indirectly!
- 7 P’s of Marketing Mix - PACKAGING- refers to the outside appearance of
- PRODUCT- any goods or services that is a product and how it is presented to the customers.
produced to meet the consumers’ wants, tastes and - POSITIONING- refers to a process used by
preferences marketers to create an image in the minds of a
- PLACE- is also called as the distribution channel. target market!
Place matters for a business of any size.
represents the location where the buyer and seller
exchange goods or services.
- PRICE- the amount or value that a customer gives
up to enjoy the benefits of having or using a
product or service
- DIFFERENT PRICING STRATEGIES AND ITS
DEFINITION
- PENETRATION PRICING- The price charged for
products and services is set artificially low in order
to gain market share.
- SKIMMING PRICING- A company charges a
higher price then slowly lowers the price to make
the product available to a wider market
- COMPETITION PRICING- A pricing method in
which a seller uses prices of competing products as
a benchmark instead of considering own costs or
the customer demand.
- PRODUCT LINE PRICING- The practice of
reviewing and setting prices for multiple products
that a company offers in coordination with one
another.
- BUNDLE PRICING- The act of placing several
products or services together in a single package
and selling for a lower price than would be charged
if the items were sold separately.
- PREMIUM PRICING- Setting the price of a
product higher than similar products.
IPHP - Man: Represents the entire human race.
A. Philosophy and Doing Philosophy - Human: Used for various classifications and
species.
1. Introduction to the Philosophy of the Human - Human Being: Separates humans from other
Person classifications.
- Three primary questions of philosophy: - Person: Possesses self-awareness,
- Where am I? self-determination, rational mind.
- How do I know it? - Personhood: Being a person with ethical status.
- What should I do? - Human Nature: Behavior that distinguishes
- Nature and Functions of Philosophy humans from animals.
- Philosophy: Derived from the Greek words "Philo" - Two Ways to Distinguish a Human
(love) and "Sophia" (wisdom). - Cognitive Self: Beliefs, dreams, intentions.
- Meaning: Love of wisdom, systematic - Physical Self: Body type, strength, appearance.
investigation. - Embodied Spirit: The body is not separate from
- Function: Uses human reason to investigate the the soul.
ultimate causes, reasons, and principles of all 2. Qualities of a Human
things. - Self-Awareness: Clear understanding of oneself.
- Holistic truths: Efforts to understand the entirety of - Externality: Ability to interact.
truth. - Self-Determination: Ability to make one's own
- Sophistry/Pamimilosopo: Subtly deceptive decisions.
reasoning. - Dignity: Inherent value and importance.
- Origin of Philosophy 3. Transcendence
- Greece: Birthplace of philosophy in the West. - Ability to surpass limitations.
- Thales of Miletus: Father of philosophy in the - Four Noble Truths and Eightfold Path (Buddhism):
West. Guide to transcending limitations.
- Tried to reduce multiplicity into unity. - Right View, Right Intention, Right Speech, Right
- Emphasized the distinction between religion (faith) Action, Right Livelihood, Right Effort, Right
and philosophy (reason). Concentration, Right Mindfulness.
- Philosophical Activity
- Broad generalization: Big issues such as truth,
goodness, justice, beauty, and existence. A. Knowledge and Truth
- Fundamentals: Philosophy as the foundation that
supports everything. 1. Epistemology
- Integration: Combining things into a coherent - Definition: Study of the nature and means of
whole. human knowledge.
- Analysis - Purpose:
- Analyze conversations and situations. - Show how we acquire knowledge.
- Branches of Philosophy - Provide a way to prove if knowledge is true.
- Cognitive Branches: - Meaning of Knowledge: Mental grasp of reality
- Metaphysics: Deals with reality and existence through observation or reasoning.
("Where am I?"). - Empiricism: Acquiring knowledge using the
- Epistemology: Study of the nature and means of senses.
human knowledge ("How do I know it?"). - Rationalism: Acquiring knowledge through
- Logic: Science and art of correct thinking and thinking.
reasoning. 2. Process of Acquiring Knowledge
- Normative Branches: - Reality: The "something" that we know.
- Ethics: Human actions, good or bad ("What - Perception: Begins with perceptual knowledge.
should I do?"). - Concept: Recognizing the similarities of things.
- Aesthetics: Nature of art and judgment of beauty. - Proposition: Statement expressing existence.
- Politics: Principles of social systems. - Inference: Providing an argument.
- Philosophy of the Human Person: Understanding 3. Nature of Truth
the human being from a philosophical perspective. - Ask how you arrived at the belief.
- Practical Uses of Philosophy - True knowledge is based on sense perception.
- Critical analysis and interpretation. - Statements are factual if based on reality.
- Improving problem-solving and decision-making. - Consensus: If the majority agrees, it is true.
- Developing clear articulation of ideas. - Testing through action.
- Wisdom: Application of knowledge and making 4. Truth vs. Opinion
the right choices. - Truth: Knowledge that is validated and based on
- Self-development. reality.
- Opinion: Based on emotion and interpretation.
B. The Human Person as an Embodied Spirit - Characteristics of Opinion:
- Based on emotion
1. The Human Person as an Embodied Spirit - Open to interpretation
- Humans are made up of both body and soul. - Cannot be confirmed
- Biased - Development that meets the needs of the present
- Characteristics of Truth: without compromising the ability of future
- Based on reality generations.
- Can be confirmed with other sources - Important Concepts:
- Independent of interpretation and bias - Needs of the poor.
5. Theories of Truth - Limitations on technology and organization.
- Correspondence Theory: Belief is true if it - Important Principles:
corresponds to reality. - Environmental Integrity: Maintaining the state of
- Coherence Theory: Belief is true if it fits into a the environment.
larger system. - Economic Efficiency: Being careful in the use of
- Pragmatist Theory: Belief is true if it has a resources.
practical use. - Equity: Using resources to preserve them for
future generations.
B. Methods of Philosophizing 2. Environmental Ethics
- Study of the moral relationship between humans
1. Methods of Philosophizing and the environment.
- Dialectic Method (Socrates): Achieving the "good - Perspectives on Moral Consideration:
life" through care of the soul. - Anthropocentrism: Only humans have intrinsic
- Pragmatic Method (Charles S. Pierce, William value.
James, John Dewey): Solving real-life problems. - Pathocentrism: Animals with the ability to feel
- Phenomenological Method (Edmund Husserl): have moral consideration.
Understanding experience. - Biocentrism: Plants also have moral
- Primary and Secondary Reflections (Søren consideration.
Kierkegaard, Friedrich Nietzsche): Deep thinking - Ecocentrism: Ecosystems should be given moral
about the meaning of life. consideration as holistic entities.
- Analytic Method (George Edward Moore, Bertrand
Russell, Ludwig Wittgenstein): Understanding ideas
by breaking them down.
2. Fallacies
- Argumentum ad Hominem (Attack the person):
Attacking the person instead of the argument.
- Argumentum ad Baculum (Appeal to force): Using
threats.
- Argumentum ad Misericordiam (Appeal to pity):
Using pity.
- Argumentum ad Populum (Appeal to the people):
Claiming something is true because many people
believe it.
- Argumentum ad Traditionem (Appeal to tradition):
Claiming something is right because it is traditional.
- Argumentum ad Ignorantiam (Appeal to
ignorance): Claiming something is true because it
hasn't been proven false.
- Petitio Principii (Begging the question): The
conclusion is assumed in the premise.
- Hasty Generalization: Making a broad conclusion
based on little evidence.
- False Cause: Assuming one thing caused another
because it happened after.
- Fallacy of Composition: Assuming what is true of
a part is true of the whole.
- Fallacy of Division: Assuming what is true of the
whole is true of each part.
- Fallacy of Equivocation: Using a word in two
different ways.
3. The Evaluation Process
- Evaluate sources using the CARS checklist
(Credibility, Accuracy, Reasonableness, Support).

C. Environmental Ethics

1. Sustainable Development