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. 1. Market Opportunity Analysis a. Understanding Market Opportunities a.1. Aggregate Market Factors a.2. Category Factors a.3. Environmental Analysis 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 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. 1. Developing Marketing Strategy Programs a. Integrated Promotion Decisions a.1. Integrated Marketing Communications a.2. Communication Process Model
13.5 hours
No. of Hours
13.5 hours
13.5 hours
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.
9.
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 Course Requirements A. B. C. D. E.
Quizzes Periodic Examinations Graded Class Participation Written Analysis of the Case Marketing Plan
10. Grading System Midterm Grade Prelim Examination Midterm Examination
Tentative Final Grade
25% 25%
Semi-‐final Examination 25% Final Examination
25%
Class Standing Total Final Grade
50% 100%
Class Standing Total
Midterm Grade + Tentative Final Grade = 2
50% 100%
