HOLY  CROSS  OF  DAVAO  COLLEGE  Sta.  Ana  Avenue,  Davao  City  

 Bachelor  of  Science  in  Business  Administration  (BSBA)  

Major:  Marketing  Management    

COURSE  OUTLINE    

Marketing  Management    

I. Course  Number:    MM  6           Credit:      3  units    

II. Course  Title:    Marketing  Management       Pre-­‐Requisite:      MM  3  &  Mgt  1    

III. Course  Description:      

           This   course   aims   to   provide   students  with   a   thorough   understanding   of   the   role   of  marketing  management   in   the   society,   the   economy   and   the   firm.   It   deals  with   the  marketing   strategies   of  management.   Case   analysis   is   use   to   develop   creative   thinking,   decision-­‐making   and   policy  formulation  among  students.  

 IV. Course  Objectives:    

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

1. Define   marketing   management   and   its   strategic   importance   in   the   changing   business  environment.  

2. Identify   the   importance   of   conceptualization,   organization,   planning,   implementation,  and  control  of  marketing  activities  in  the  realization  of  company  goals  and  objectives.  

3. Relate   the  models   and   approaches   of   the  marketing  management   practice   to   business  organizations  confronted  with  challenges  of  the  economic  environment.  

4. Cultivate  appropriate  values  of  marketing  ethics  and  social  responsibility.  5. Develop   the   ability   to   define   and   analyze   real-­‐time   marketing   issues   and   problems  

encountered  at  the  managerial  level.  6. Prepare  marketing  plans  from  environmental  scanning  that  will  enable  the  organization  

to  be  innovative,  competitive  and  better  than  rivals.    7. Course  Outline                     No.  of  Hours  

 A.                        13.5  hours  

 1. Overview  of  Marketing  Management  

a. Review  of  Basic  Marketing  Concepts  2. Introduction  to  Case  Analysis  

a. Case  Learning  b. Case  Analysis  and  Presentation  

3. The  Marketing  Management  Process  a. Customer  Value  Creation  b. The  Environment  of  Marketing  Decisions  c. Global  Orientations  to  Marketing  Decisions  d. Ethical  Orientations  to  Marketing  Decisions  

 

 

4. Market-­‐Oriented  Strategic  Planning  a. The  Strategic  Planning  Process  b. The  Components  of  the  Marketing  Plan  

 B.                          13.5  hours  

 1. Market  Opportunity  Analysis  

a. Understanding  Market  Opportunities  a.1.  Aggregate  Market  Factors  a.2.  Category  Factors  a.3.  Environmental  Analysis                     No.  of  Hours  

b. Understanding  Consumer  Behavior  b.1.  Major  Factors  Affecting  Consumer  Behavior  b.2.  Consumer  Buying  Process  

c. Understanding  Organizational  Markets    and  Buying  Behavior  

c.1.  Organizational  Buying    Process  c.2.  Purchasing  Processes  in  Government  Markets  

2. Competitive  Analysis              a. Nature  of  Competition  b. Competitive  Strategies  and  Resources  c. Gathering  Competitor  Intelligence  d. Differential  Advantage  Analysis  e. Predicting  Future  Strategies  

3. Customer  Analysis  a. Segmentation  and  Targeting  b. Differentiation  and  Positioning  

 C. Developing  Marketing  Strategy  Programs              13.5  hours    

1. Product  Decisions  a. Product  Strategy  b. Building  the  Brand  c. New  Product  Development  d. Service  Strategy  

2. Pricing  Decisions  a. Pricing  Objectives  and  Strategies  b. Pricing  Methods  c. Channel  Discounts  and  Allowances  d. Legal  Considerations  in  Pricing  

3. Place  Decisions  a. Managing  Marketing  Channels  and  the  Supply  Chain  b. Points  of  Customer  Interface:  Bricks  and  Clicks  

 D.                          13.5  hours  

1. Developing  Marketing  Strategy  Programs  a. Integrated  Promotion  Decisions  

a.1.  Integrated  Marketing  Communications  a.2.  Communication  Process  Model  

 

 

a.3.  Hierarchy  of  Effects  Model  a.4.  Promotional  Strategy  

2. Financial  Analysis  and  Operational  Considerations  for  Marketing  Decisions  a. Financial  Assessment  b. Cost  and  Revenue  Analysis  c. Profitability  Analysis  d. Risk  Analysis  e. Return  on  Marketing  Investment  f. Simulation  Models  g. Budget  Preparation  h. Integration  of  Planning  and  Control  

           

   

 

 

8. References      

A. Bibliography    a. Books  

 Kotler,  P.,  Keller,  K.,  Ang,  S.  H.,  Leong,  S.  M.,  &  Tan,  C.  T.  (2009).  Marketing  management:  an  Asian  perspective,  5th  ed.,  Singapore:  Pearson  Education  South  Asia  Pte  Ltd.    Lehman,  D.  R.  &Winer,  R.  S.  (2005).  Analysis  for  marketing  planning,  6th  ed.,  Burr  Ridge,  IL:  McGraw  Hill.    Loudon,  D.,  Stevens,  R.,  &Wrenn,  B.  (2005).  Marketing  management:  text  and  cases.  New  York:  Best  Business  Books.    Marshall,  G.  W.  &  Johnston,  M.  (2010).Marketing  management,  1st  ed.,  Burr  Ridge,  IL:  McGraw  Hill.    Mullins,  J.  W.,  Walker,  O.  Jr.,  &  Boyd,  H.  Jr.  (2008).  Marketing  management:  a  strategic  decision-­‐making  approach,  6th  ed.,  Burr  Ridge,  IL:  McGraw-­‐Hill/Irwin.    Neves,  M.  F.,  Castro,  L.  T.  &Cônsoli,  M.  A.  (2010).  Marketing  methods  to  improve  company  strategy:  applied  tools  and  frameworks  to  improve  a  company’s  competitiveness  using  a  network  approach.  New  York,  NY:  Routledge.    

b. Articles    

Corey,  E.  R.  A  note  on  case  learning.  Harvard  Business  Review.  Boston,  MA.    Shapiro,  B.  P.  An  introduction  to  cases.  Harvard  Business  Review.  Boston,  MA.    

c. Online  Journals    

ProQuest:  Journal  of  Marketing  Management,  Helensburg    ProQuest:  Sales  and  Marketing  Management,  New  York      

9. Course  Requirements    

A. Quizzes  B. Periodic  Examinations  C. Graded  Class  Participation  D. Written  Analysis  of  the  Case  E. Marketing  Plan  

 10. Grading  System  

 Midterm  Grade           Tentative  Final  Grade    Prelim  Examination     25%     Semi-­‐final  Examination   25%  Midterm  Examination     25%     Final  Examination     25%  

 

 

Class  Standing       50%     Class  Standing       50%  Total                          100%     Total                          100%                              Midterm  Grade    +    Tentative  Final  Grade  Final  Grade   =                 2