aes ty ® College of Management, UP Visayas Iloilo City BM 230 MARKETING MANAGEMENT ‘3¢ Trimester, AY 2014-2015 Prof. Rowena Paz L. Gelvezon, Ph.D. Prof. Benmar B. Panaguiton wengelvezon@yahoo.com benmarp@yahoo.com 09176345997 (mobile) or 8820582 (landline), 0918-9247943 / 0917-7178724 Textbook: Philip Kotler and Gary Armstrong, Principles of Marketing, 14% edition. Course Description ‘The course covers the basic principles, concepts, and tools in marketing. It attempts to integrate concepts from various fields in order to highlight marketing as a system. Marketing management decision processes and practices are examined in the light of theoretical concepts. Course Outline: (See Appendix A) Course Objectives: At the end of the course, the student should: J, Understand the basic principles, theories, concepts and dynamics of Marketing 2. Apply these principles and tools in case analysis and to practical business decision making situations. 3. Integrate the concepts/techniques learned through application in the preparation of a comprehensive marketing plan. ‘Method of Instruction: {ectures, individual and group presentations, case analysis, class discussions, and industry immersion. Time Management: Lecture = 1 hour Sharing of insights - 30 mins Case discussion ~Thour Marketing Plan Consultation 1 hour. Break ~ 30 mins Course Requirements and Grading System: [ Individual (50% of final grade): (Quizzes and exams 50%__| Class participation = 25% Individual assignments 25% [ Group (60% of final grade) Case Analyses 30% Written Marketing Plan 30% ‘Oral Defense 20% [Group assignments8. Class participation is highly encouraged as it provides @ good gauge of student's interest in the subject. b. Long exams be announced. Special exams will De given only for very valid reasons. ©. Quizzes will be unannounced. Strictly no makeup for missed quizzes. 4. Cases are assigned for students to analyze and recommend what to do in specific business situations by applying concepts and principles learned in class. . Each group is required to submit partial Project Papers that will serve as periodic updates of their progress in completing the Marketing Plan. These project papers will be graded f. Each group is expected to come up with a comprehensive marketing plan for an ‘approved product or service. An outline is attached as Appendix B for your guidance. 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ARE 9200 _adeg Boos 8 95 dro1d wegen | voRy a aun=ReN qwowudyssy dno15, leet ek ECS ame, sdunaay sse[ AUBWUBISsy UI IenPIAPUL 31NG3HDIS SSW19 EZ IGMarketing Plan Outline (Summary) Executive Summary Table of Contents r WV. vl Vil vill Current Situation A. Internal Analysis: The Company B. Extemal Analysis: Current macro environmental, market, consumer, competitive and channel situation as well as new developments Strength, Weaknesses, Opportunities and Threats (SWOT) Analysis and Critical Issues Identified Market Opportunity Proposed Target Market Financial and Marketing Goals/Objectives (must be SMART- Specific, Measurable, Attainable, Realistic and Time-bounded) A. Financial Objectives (Net Profit, Return on Investment, Sales Volume/Revenue, break-even, etc.) B. Marketing Objectives (market share/penetration, level of brand awareness, knowledge of the brand, product/service trial, etc.) Marketing Strategy A. Marketing Strategy (General statement of the “game plan’ to attain goals/objectives). B. Brand Positioning C. Marketing Mix (methods/tactics of implementing the strategy) Product Price Place Promotions People Process Physical Evidence Noasens Action Programs and Implementation Schedule Financial Forecasts Controls z Attachments/AppendicesMarketing Plan Outlin e (with de Executive Summary * Brief summary of the main goals and recom mendations of the marketing plan. © Maximum of three (3) pages only, * A table of contents follows the executive sum rary | Current Situation A. Internal Analysis: The Company 5 Company Profile Curféné Position of the Company/{3rand in the Market (Market Shares/ Sales Volume / Sales and Profit Trends) Company/Brand Strengths and Weaknesses Analysis Brand Consumer Profile a. Identified Market Segments b, Market Needs Being Addressed & Buying Patterns d. Usage Habits Present Marketing Strategy a. Target Market ', Current Brand Positioning (Points-of-Parity (POP) and Points- of-Differentiation (POD)) ©. Competitive Strategies Employed d. Marketing Mix (4 or 7 P's) B. Exdeleal Aneta: Macro Environmental Analysis _ a. Poliical-Legal b. Economic, . Socio-cultural 4, Technology and Natural Environments Market Analysis a. demand estimation (volume/value) b. market trends (past 3-5 years) ©. growth potentials Consumer Analysis a. consumer needs b. buying situation . factors that affect consumer behavior Competitor Analysis Competitive positioning B Markee Shares/ Sales Volume / Sales and Profit Trends c. Marketing Strategies 1. target market, .2 brand positioning (POD and POP) 6.3 Marketing mix d._ Strengths and Weaknesses of Competition (in terms of 4 Ps)I, VL Strength, Weaknesses, Opportunities and Threats (SWOT) Analysis and Critical Issues A. SWOT and Marketing Implications * Identity strengths, weaknesses, opportunities and threats * For each SWOT, discuss marketing implications B. Ciitical Issues What is the market gap or need to be satisfied? Values that are important to target market How to effectively differentiate your value-offer from competition? What are the key factors to success? What types of core competencies must be developed to be successful What ortical issues likely to affect the attainment of objectives and which must be addressed in the Marketing Plan Identified Market Opportunity Proposed Target Market Financial and Marketing Goais/Objectives (must be SMART- Specific, Measurable, Attainable, Realistic and Time-bounded) a. Financial Objectives (Net Profit, Return on Investment, Sales Volume/Revenue, break-even, etc.) b. Marketing Objectives (market share/penetration, level of brand awareness, knowledge of the brand, product/service trial, distribution, etc.) Marketing Strategy . Marketing Strategy (General statement of the “game plan’ to attain goalsicbjectives). Take note of Ansoff’s basic marketing strategy like ‘)Product Development, 2) Market Development, 3) Market Penetration, 3) Diversification or Porter's competitive strategy like cost leadership, differentiation and “niching") b. Brand Positioning i. Target Market ii. Competitive Frame of Reference li, Points-of-Difference and Points-of Parity iv. Value Proposition ¥. Support or Reason to Believe 5 ©. Marketing Mix (methods/tactics of implementing the strategy and should always be in comparison io competition) i. Product Strategy 1. Product objective 2. Product Strategy ‘a. Components of the Market Offering (describe the core benefit, basic product, expected product, augmented product and potential product) Branding Objective and strategy Packaging strategy Labeling strategy Support servicesvl vil vi Price (Cost) Strate, 9Y 1. Pricing Objec tive 2. Strategy 3, Product Costing Place (Convenience) 4, Place Objectives 2. Place Strategy 3+-Trade Channels 4, Distribution Scheme > Promotions (Communications) 1. Prometions/Gommunications Objectives 2. Promotions/Communications Strategy a. Push and Pull strategies _. B. Communications mix People Process Physical Evidence Action Programs and Implementation Schedule What willbe | When willit [ Whowilldo | How much How will done? _start and end in will it cost? | progress be (Activities) (Date of | (Responsible | (Budget) | measured? Implementation | person) (Control measures) Financial Forecasts Metrics: Numerical measures of performance-related activities and outcomes. These include "KPIs": Key Performance Indicators. Indicators that are vital to effective performance in achieving the organization's strategic goals and marketing plan objectives 4. Financial forecasts Controls ‘a. Sales volume/value projections b. Detailed marketing budget c. Projected Income Statement Marketing Control: measuring interim performance against metrics, diagnosing any performance issues, and making changes as needed. Attechments/Appendices