Third Trim 2010-11
University of the Philippines Visayas Cebu College
Management Division
Prof. Gladys S. Ceniza
Website
Email
: www.marketworksasia.com/MBA230
: marketingprof@marketworksasia.com
Marketing Management is an essential aspect of any business organization as it involves managing resources to achieve the revenue or the “top line” of the Company, from which the profit or bottomline is drawn. Decisions made in marketing management lead to outcomes that determine the growth, and even the survival of the organization.
Although the core concepts of this discipline have remained fundamentally stable, many of the challenges and situations call for a dynamic understanding of marketing environment and the strategies appropriate for the ever-changing market condition. The course will provide a systematic framework and the necessary tools with which the student may be able to understand marketing management and the process of formulating strategy. The theoretical foundation will be helpful in making the student adapt decision-making processes to the dynamic environment.
This course provides the student with an overview of the managerial aspects of marketing including analyzing marketing opportunities, developing marketing strategies, making marketing decisions, and managing marketing programs
The objectives of this course are to enhance a manager’s knowledge of marketing management and to develop their skills in using this knowledge to develop and maintain successful marketing strategies, and in making marketing decisions.
At the end of the course, the student will be able to :
1.
Possess a deeper grasp of the implications and applications of marketing principles and theories;
2.
Integrate analytical techniques and tools learned to make sound marketing decisions;
BM 230 Marketing Management Syllabus 1

Third Trim 2010-2011
3.
Use with mastery basic tools of segmentation, targeting, and positioning as well as strategic market planning.
4.
Gain a solid foundation of the fundamental marketing decision-making tools and management of all of the elements of the marketing plan
1.
Theoretical
This includes the study of theories, principles, conceptual tools, and techniques in managing the marketing functions. Students are required to read specified topics from textbook, references, and supplementary material.
(Please see Reading List below.)
2.
Applications
This involves the practice of the theories learned through different simulations of realistic situations, primarily through cases.
The course is highly interactive between the class and the instructor. Through case studies/presentations, problems, and specific company client activities, students will have the opportunity to use the concepts, ideas, and strategies presented in class. Problem-solving sessions occur in both individual (primarily) and team (occasionally) settings.
This graduate course will incorporate a lecture and case-based discussion approach to marketing management.
Mtg # TOPICS
1, 2 MODULE 1:
Understanding Marketing Management
A.
Introduction, Class Profile and
Expectations
B.
Case Analysis Techniques
C.
Defining Marketing for the 21 st tury
Cen-
D.
Developing Marketing Strategies and
Plans
E.
Gathering Information and Scanning the Environment
BM 230 Marketing Management Syllabus
Case 1:
Assignment
Case 2: Mobile Telephones
Readings
Ch1, 2,3

Third Trim 2010- 2011
3, 4,
5, 6
7, 8
9
MODULE 2:
Capturing Marketing Insights
A.
Conducting Marketing Research and
Forecasting Demand
B.
Analyzing Consumer Markets
C.
Analyzing Business Markets
D.
Identifying Market Segments and
Targets
MODULE 3:
Shaping the Marketing Offerings
A.
Creating Brand Equity
B.
Crafting Brand Positioning
C.
Setting Product Strategy
D.
Developing Pricing Strategies and
Programs
MIDTERM EXAMS 10
11,
12,
13,
14
MODULE 4:
Delivering and Communicating Value
A.
Designing and Managing Integrated
Marketing Channels
B.
Managing Retailing, Wholesaling, and Logistics
C.
Designing and Managing Integrated
Marketing Communications
15, 16 MODULE 5:
Contemporary Marketing Issues
A.
Tapping into Global Markets
B.
Marketing and the Internet
C.
Managing a Holistic Marketing
Organization
17-18
19
MODULE 6:
Integration Exercise : Marketing Plan
FINAL EXAMS
Case 3: Nescafe Phils
Case 4: Splash
Case 5: Gateway
Case 6: Jollibee
Textbook :
Kotler, Philip; Kevin Keller, Swee Hoon Ang. Marketing Management: An Asian
Perspective, 5 th edition, Prentice Hall 2007
4, 5, 6, 7,
8
9-14
15-19
BM 230 Marketing Management Syllabus

Third Trim 2010-2011
References:
Kotler, Philip and Kevin Keller. Marketing Management, 13 th edition. Prentice Hall
2009
Etzel, Michael; Bruce Walker. Marketing, 12 th edition Internation Edition,
McGraw-Hill 2001
Donnelly, James and J. Paul Peter. Marketing Management, 6 th Edition
Perreault, William and E. Jerome McCarthy. Essentials of Marketing, 7 th Ed http://hbsp.harvard.edu www.warc.com
Evaluation will be based on 3 items, with the following weights:
Class Participation 35%
Long Exams & Group Work
Written Case Analyses
35%
30%
Grading for this course is as follows:
Numerical Grade Grade Equivalent
97-100 1.00
93-96
89-92
85-88
1.25
1.50
1.75
81-84
77-80
73-76
69-72
65-68
<65
2.00
2.25
2.50
2.75
3.00
5.00
1.
Cheating of any kind will automatically merit a failing grade.
2.
Any student who is absent takes upon himself the responsibility of catching up or knowing what was discussed and required.
3.
Cell phones, calculator watches, and/or PDAs cannot be used as calculators during exams. Students must have a separate calculator.
BM 230 Marketing Management Syllabus