University of Business Administration and Accountancy
COURSE TITLE: MNGMNT2
DESCRIPTION: MARKETING MANAGEMENT
COURSE DESCRIPTION: Marketing Management is the art and science of choosing target
markets and getting, keeping, and growing customers through creating, delivering, and
communicating superior customer value. Marketing management seeks to meet organizational
objectives by effectively satisfying customers in a dynamic environment. This course provides
an overview of marketing processes and marketing principles, and provides students with the
opportunity to apply the key concepts to practical business situations.
COURSE OUTLINE:
TOPICS
ACTIVITY
APPROACH
EVALUATION
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
HOURS
FIRST GRADING
I. Defining Marketing for the 21st century
1.1 The Importance of Marketing
1.2 The Scope of Marketing
1.3
Company Orientations Toward
Marketplace
1.4
Fundamental Marketing Concepts,
Trends and Tasks
3
II. Developing Marketing Strategies and Plans
2.1 Marketing and Customer Value
2.2
2.3
Corporate and Division Strategic
planning
Business Unit Strategic planning
III. Gathering Information and Scanning the
Environment
3.1 Analyzing the Macro Environment
IV. Creating Customer Value, Satisfaction and
Loyalty
4.1
4.2
Building Customer Value, Satisfaction
and loyalty
Maximizing Customer Lifetime Value
4.3
Cultivating Relationship Management
(CRM)
4.4
Customer Databases and Database
Marketing
V. Analyzing Consumer Markets
5.1 Influencers in Consumer Behavior
5.2 Key Psychological Process
5.3
5.4
The Buying Decision Process: The Five
Model
Theories of Consumer Decision Making
MIDTERMS
VI. Identifying Market Segments and Targets
6.1
Levels of Market Segmentation
6.2
Segmenting Consumer Markets
6.3
Bases for Segmenting Business Markets
6.4
Market Targeting
VII. Creating Brand Equity
7.1
What is Brand Equity?
7.2
Building Brand Equity
7.3
Measuring Brand Equity
7.4
Managing Brand Equity
7.5
Devising Branding Strategy
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
VIII. Crafting The Brand Positioning
8.1
8.2
8.3
Developing and Communication a
Positioning Strategy
Differentiation Strategy
Product Life Cycle Marketing Strategy
IX. Dealing with Competition
9.1
Competitive Forces
9.2
Identifying Competitors
9.3
Analyzing Competitors
9.4
9.5
Competitive Strategies for Market
Leaders
Other Competitive Strategies
X. Setting Product Strategy
10.1
10.2
10.3
Product Characteristics and
Classifications
Differentiation
Product and Brand Relationships
Packaging, Labeling, Warranties and
Guarantees
FINALS
XI. Developing Pricing Strategies and
Programs
11.1 Understanding Pricing
11.2 Setting the Price
11.3 Adapting the Price
10.4
Initiating and Responding to Price
11.4 Changes
XII.
12.1
12.2
12.3
12.4
12.5
12.6
Designing and Managing Value
Networks and Channels
Marketing Channels and Value
Networks
The Role of Marketing Channel
Channel Design Decisions
Channel Management Decisions
Channel Integration and Systems
Conflict, Cooperation, and Competition
XIII.Designing and Managing Integrated
Marketing Communications
The Role of Marketing
13.1 Commnunications
13.2 Developing Effective Communications
Deciding on the Marketing
13.3 Communications Mix
Managing the Integrated Marketing
13.4 Communications Process
XIV. Managing Mass Communications:
Advertising, Sales Promotions, Events and
Public Relations
Developing and Managing an
14.1 Advertising Program
14.2
14.3
14.4
14.5
Deciding on Media and Measuring
Effectiveness
Sales Promotion
Events and Experiences
Public Relations
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
3
Lecture discussion
Case Analysis
Quiz, Recitation,
Assignment, Case
analysis output, Group
Dynamics
XV. Introducing New Market Offerings
Challenges in New-Product
15.1 Development
15.2 Managing Development Process
XVI. Tapping Global Markets
16.1 Competing on a Global Basis
16.2 Deciding Whether to Go Abroad
16.3 Deciding Which Markets to Enter
16.4 Deciding How to Enter the Market
16.5 Country Origin effects
Grading System
For Professional Non-board Examination Subjects: Cut-off = 70%. The Highest Possible
Passing Grade is 99 and the Lowest is 75.
First Grading: Highest Possible Score - 300 points (Class Standing = 70%, Examination = 30%)
Midterm: Highest Possible Score - 350 points (Class Standing = 60%, Examination = 40%)
Finals: Highest Possible Score - 350 points (Class Standing = 60%, Examination = 40%)
References:
Books:
Kotler, Philip/Keller, Kevin, Marketing Management, 2006
McDonald, Malcolm/, Dunbar, Ian, Market Segmentation, 2005
Kotler, Philip, ET. Al, Marketing Management (Asian Perspective), 2006
Lancaster, Geoff/ Reynolds, Paul, Management of Marketing, 2005
Then, Lan Geok, Business Marketing (Asian Perspective), 2007
Kurtz, Principles of Contemporary Marketing, 2010
Walker, Orville/ Mollins, John, Marketing Strategy, 2008
Pagoso, Cristobal, Principles of Marketing, 2008
McDaniel, Introduction to Marketing, 2006
Berden, Marketing Principles and Perspective, 2007
Websites:
http://www.slideshare.net/nusantara99/marketing-mnagement
http://www.studymarketing.org/
http://www.studymarketing.org/
http://www.quickmba.com/MarketingStrat.shtml
http://www.wisegeek.com/what-is-market-segmentation.htm
http://tenonline.org/art/mm1/9305.html
http://www.oup.com/uk/orc/bin/9780199290437/baines_ch06.pdf
http://www.quickmba.com/marketing/ries-trout/positioning/
http://marketingteacher.com/lesson-store/lesson-pricing.html
http://sbinformation.about.com/cs/bestpractices/a/aa112402a.htm
Prepared by:
Christian Michelle Villanda, MBA
Syllabus Evaluation Committee:
Ruby R. Buccat, MBA
Program Chair – Business Administration (OM / HRDM / MM/ FM)
Mrs. Kareen Leon, MBA, CPA
Dean
School of Business Administration and Accountancy