COLLEGE OF COMMERCE AND ACCOUNTANCY

Santiago City, Philippines

COURSE SYLLABUS IN MARKETING MANAGEMENT

Course Number : Marketing Management 5

Course Title : Marketing Management
Credit : 3 Units
Course Title : 54 Hours

I. COURSE DESCRIPTION:
Marketing Management is the business function that identifies current unfilled needs and wants, defines and measures their magnitude, determine which
target markets the organization can best serve, and decides on appropriate products, services, and programs to serve these markets. Markets serve as the
link between a society’s needs and its pattern of industrial response. Marketing managers are involved in marketing ten types of entities, goods, services,
experiences, events, persons, places, properties, organizations, information and ideas. The course aims to help develop understanding of strategic
marketing and the overall marketing discipline; including marketing’s role in business society.

II. GENERAL OBJECTIVES: At the end of the semester, the students will enhance their ability to:

1. Be familiar with basic theories, concepts, methods, variables, problems, practices, processes, and terminology of contemporary marketing.
2. Begin to develop and utilize analytical decision-making and problem-solving skills that approximate “real-world” marketing.
3. Be aware of the breadth of possible applications of marketing and to gain as much as professional’s perspective of marketing as maybe feasible.
4. Develop a consciousness about the importance of ethics in the marketing discipline.
5. Explore opportunities available for Filipino firms in global markets.

III. COURSE CONTENT

 CONTENT
* Classroom Management and
Policies
* Mission and Vision
* Syllabus Review
* Review “Principles of Marketing”
I. Overview Marketing
II. Marketing and the firm
III. Strategic Marketing
IV. The Philippine Marketing
Environment
V. Analyzing the Consumer Market
SPECIFIC OBJECTIVE SUGGESTED TEACHING TIME EVALUATIVE DIRECT OUTPUT
METHODOLOGY/STRATEGY ALLOTMENT MEASURES
The student is expected to: Class lecture/discussion 1 hour Recitation To recall the imperative
 Be oriented on classroom management and policies lessons learned in the past
 Enumerate the mission and vision of the institution
 Be informed as regard the course syllabus
 Recall lessons learned from the “Principles of
Marketing”
The student is expected to: Class lecture/discussion 2 Recitation To improve familiarity with
1. know the general concept and applications of current challenges and
marketing Group Activity Quiz issues in marketing
2. know marketing as a business activity
3. know the role of marketing in our economy
The student is expected to: Class lecture/discussion 3 Recitation To apply marketing theory
1. know the role of marketing in business organization and concepts to what
2. identify the marketing management Quiz marketers do in "the real
3. enumerate the elements of a marketing concept world"
4. know how a firm may adopt the marketing concept Presentation of
Output
The student is expected to: Class lecture/discussion 3 Recitation Apply the marketing mix
1. know the concept of a company strategic plan towards a specific target
2. analyze the general process of strategic planning Group Activity Quiz market
3. evaluate the strategic marketing process and its
interrelationships with company strategic planning Presentation of
Output
The student is expected to: Class lecture/discussion 3 Recitation Develop and implement a
1. know the role of the environment in formulating marketing plan
marketing strategies Quiz
2. know the importance of the environment in the life
and development of the firm
3. enumerate the component of the environment
The student is expected to: Class lecture/discussion 3 Recitation Identify a target market and
1. enumerate the types of market its product market segments
2. know the general procedures for analyzing markets Quiz
3. identify the nature of consumer markets

VI. Analyzing the industrial Market
VII. Understanding Buyer’s
Behavior
VIII. The Target Market
IX. Product
X. Product Strategy
4. know the decisions made by the ultimate consumer
5. evaluate the process and participants involved in
making a buying decision
The student is expected to: Class lecture/discussion 2 Recitation To apply marketing theory
1. know the components and magnitude of the industrial and concepts to what
market in the Philippines Quiz marketers do in "the real
2. enumerate the basic characteristics of industrial world"
markets
3. know how to analyze industrial buying patterns and
processes
4. know the common industrial buying practices and
policies
The student is expected to: Class lecture/discussion 2 Recitation Understanding Consumer
1. know the importance of understanding buyer’s Buying Behavior offers
behavior Quiz consumers greater
2, identify the reasons why individuals purchase what satisfaction
they do and that these purchases are influences by their
own personal attitudes as well as the social environment
3. know how to provide a framework for the analysis of
buyer’s behavior
The student is expected to: Class lecture/discussion 2 Recitation Identify a target market and
1. define market segmentation its product market segments
2. enumerate the bases used in market segmentation Quiz
3. know the process of determining a firm’s target
market
4. know the concepts of market demand and company
demand, and how a firm can forecast them
The student is expected to: Class lecture/discussion 2 Recitation To effectively come up
1. enumerate the product concept with products that will
2. know the importance of branding Quiz satisfy the market
3. identify the branding strategies and policies
4. identify the merits of packaging and labeling
5. enumerate the types of packages and labels
The student is expected to: Class lecture/discussion 2 Recitation Application of product
1. know the concept of product life cycle and its innovation
applications Quiz
 2. know the importance of new products, how these are
developed and introduced
3. know the concept of product positioning, how to
analyze a brand’s market position and the alternative
positioning strategies
XI. Pricing The student is expected to: Class lecture/discussion 4 Recitation To apply marketing theory
1. know the economic approach in determining the and concepts to what
optimum price and quality that will maximize profits Quiz marketers do in "the real
2. know the implications of the demand curves faced by world"
firms in the different types of markets
3. identify the difficulty of establishing pricing
objectives among firms
4. identify the various approaches used by firms in
determining prices for their products
5. know the importance of estimating demand as the
basic for estimating prices
XII. Distribution The student is expected to: Class lecture/discussion 2 Recitation To evaluate the channels
1. know the nature of marketing channels and the which the products must be
marketing functions involved Quiz distributed
2. know the decisions involved in designing and
managing the distribution channel and the physical
distribution system
3. identify the considerations that are relevant in making
distribution decisions
XIII. Retailing and Wholesaling The student is expected to: Class lecture/discussion 2 Recitation To improve familiarity with
1. know the retailing and wholesaling system the terms used in marketing
2. identify the nature and scope of retailing and Quiz as well as the importance,
wholesaling nature and scope.
3. know the importance of retailing and wholesaling in
the marketing channels of distribution
XIV. Promotion The student is expected to: Class lecture/discussion 2 Recitation Identify how the Internet is
1. know the nature and importance of promotion changing the ways
2. identify the components of the promotional mix and Quiz companies market their
the various decisions that have to be made for a products
successful promotional program
3. explain the nature and different types of sales

XV. Advertising
XVI. Sales Management
XVII. The Marketing Plan
XVIII. The Marketing Information
System
promotion and publicity
The student is expected to: Class lecture/discussion 3 Recitation Identify how the Internet is
1. discuss the difference of advertising from all other changing the ways
sales promotion implements Quiz companies market their
2. know the importance of advertising in the products
organization’s marketing strategy
3. identify the different types of advertising and when to
use them
4. discuss the psychological principles helpful in
advertising
5. identify the criteria for choosing the advertising
media
6. know how advertising messages are created
7. know how to evaluate the effectiveness of advertising
The student is expected to: Class lecture/discussion 2 Recitation Demonstrate a clear
1. discuss the changing roles of the salesman understanding of major
2. differentiate qualitative and quantitative objectives of Quiz marketing concepts in
sales management writing and orally using
3. know the various alternatives in designing the sales proper business
organization communications techniques
4. identify the various techniques in selling a product
5. discuss the various approaches in developing and
managing the sales force
The student is expected to: Class lecture/discussion 5 Recitation Develop and implement a
1. know the nature of planning in marketing marketing plan
2. identify the steps involved in the planning process Quiz
3. know the importance of preparing a marketing plan
4. discuss how to prepare a marketing budget
5. know the allocation of the marketing budget among
the different marketing instruments
The student is expected to: Class lecture/discussion 3 Recitation Demonstrate the ability to
1. know the importance of marketing information use on-line resources to
system Quiz research and prepare
2. discuss the role of marketing research in making written and oral
marketing decisions assignments
3. identify the basic steps in conducting a marketing
 research project
4. discuss the different sampling techniques
5. discuss the advantages and disadvantages of personal
interview, telephone interview and mail interviews.
6. know how to prepare a marketing research report

XIX. Marketing Organization
XX. Marketing Control
XXI. Ethics in Marketing
The student is expected to: Class lecture/discussion 2 Recitation To be aware of all the basic
1. know the different ways of organizing a market unit responsibilities in an
2. identify the criteria in selecting a marketing Quiz organization
organizational structure
3. identify the used in evaluating marketing
organizations
The student is expected to: Class lecture/discussion 2 Recitation To use marketing concepts
1. know the importance of marketing control to make business decisions
2. discuss the basic control process Quiz
3. identify the various tools that may aid in marketing
control and how they can be used
The student is expected to: Class lecture/discussion 2 Recitation Evaluate marketing
1. discuss the scope of social responsibility in marketing strategies in relation to
2. know how social responsibility, especially in Quiz current legal and ethical
marketing, is practiced abroad and locally standards of practice
3. discuss the development of consumerism and its
effect on the firm
4. know the important laws and regulations affecting the
firm’s responsibility to the consumer and the public

IV. REQUIREMENT: Marketing Plan For Oral Defense

V. REFERENCES: Kotler, Philip. Marketing Management: Eleventh Edition. USA: Pearson Education, Inc. 2003
Lao, Felix M. Marketing Management: Concept and Applications for Strategic Marketing Planning. Manila: Rex Printing Company, Inc. 1998
Evangelista, Felicitas, Clemente, Dominador,Jr., Sicat, Nadine Michelle, Dacanay, Alma C., Anonuevo, Ma. Victoria, Zarate, Elizabeth M.,
Salazar, Melita S.: Principles of Marketing, Philippine Copyright 1984

Prepared by: Approved by: Noted by:

RACHEL JUAN COBA, MBA DR. CLEMENTE P. CLARO, JR., CPA DR. SABINA B. PASCUAL
Instructor Dean, College of Business Administration VP for Academic Affairs
and Accountancy