7/31/2019 UP MBA 230 Course Outline.1004746

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7/31/2019 UP MBA 230 Course Outline.1004746

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Third Trim 2010-2011 MBA 230 Marketing Management

BM 230 Marketing Management Syllabus

3. Use with mastery basic tools of segmentation, targeting, and positioning aswell as strategic market planning.

4. Gain a solid foundation of the fundamental marketing decision-makingtools and management of all of the elements of the marketing plan

CourseStructureAndApproach

1. Theoretical

This includes the study of theories, principles, conceptual tools, and tech-niques in managing the marketing functions. Students are required to readspecified topics from textbook, references, and supplementary material.

(Please see Reading List below.)

2. ApplicationsThis involves the practice of the theories learned through different simula-tions of realistic situations, primarily through cases.

The course is highly interactive between the class and the instructor. Through casestudies/presentations, problems, and specific company client activities, students

will have the opportunity to use the concepts, ideas, and strategies presented inclass. Problem-solving sessions occur in both individual (primarily) and team (occa-sionally) settings.

This graduate course will incorporate a lecture and case-based discussion approachto marketing management.

CourseOutline

Mtg # TOPICS Assignment Readings

1, 2 MODULE 1:Understanding Marketing Management

A.

Introduction, Class Profile andExpectationsB. Case Analysis TechniquesC. Defining Marketing for the 21st Cen-

turyD. Developing Marketing Strategies and

PlansE. Gathering Information and Scanning

the Environment

Case 1:

Case 2: Mobile Telephones

Ch1, 2,3

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Third Trim 2010- 2011MBA 230 Marketing Management

BM 230 Marketing Management Syllabus

3, 4,5, 6

MODULE 2:Capturing Marketing Insights

A. Conducting Marketing Research andForecasting Demand

B. Analyzing Consumer MarketsC. Analyzing Business MarketsD. Identifying Market Segments and

Targets

Case 3: Nescafe Phils

4, 5, 6, 7,8

7, 89

MODULE 3:Shaping the Marketing Offerings

A. Creating Brand EquityB. Crafting Brand PositioningC. Setting Product StrategyD. Developing Pricing Strategies and

Programs

Case 4: Splash

9-14

10 MIDTERM EXAMS

11,12,13,

14

MODULE 4:Delivering and Communicating Value

A. Designing and Managing IntegratedMarketing Channels

B. Managing Retailing, Wholesaling,and Logistics

C.

Designing and Managing IntegratedMarketing Communications

Case 5: Gateway 15-19

15, 16 MODULE 5:Contemporary Marketing Issues

A. Tapping into Global MarketsB. Marketing and the InternetC. Managing a Holistic Marketing

Organization

Case 6: Jollibee

17-18MODULE 6:Integration Exercise : Marketing Plan

19 FINAL EXAMS

READINGLIST

Textbook :

Kotler, Philip; Kevin Keller, Swee Hoon Ang. Marketing Management: An AsianPerspective, 5th edition, Prentice Hall 2007

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