Marketing Management

  HOLY  CROSS  OF  DAVAO  COLLEGE   Sta.  Ana  Avenue,  Davao  City     Bachelor  of  Science  in  Business  Administra...

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  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    




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    


  Class  Standing   Total           Final  Grade      



  50%                      100%  


Class  Standing     Total      

                     Midterm  Grade    +    Tentative  Final  Grade   =             2  

  50%                      100%