Second Semester Marketing Management

The College of Maasin

Business and Technology Department
Instructor : Modenna P. Daclan, MM
Email : kaennaz17@gmail.com

Introduction
Marketing Management is an essential aspect of any business
or gan iz at ion as it involves managing resources to achieve the
revenue or the “top line” of the Company, from which the profit
or bottom line 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.

Course Description
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

Course Objectives

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;
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

Course Structure and Approach

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.
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COURSE OUTLINE
Pre-midterm
I. Introduction, Class Profile and Expectations
II. Case Analysis Techniques
III. Intro to Marketing Management
IV. Developing Marketing Strategies and Plans
V. Gathering Information and Scanning the Environment
VI. Consumer Behavior (overview)
VII. Market Segmentation & Target Market

Midterm
VIII. Analyzing Consumer Markets
IX. Analyzing Business Markets
X. Conducting Marketing Research and Forecasting Demand
XI. Product

Prefinals
XII. Setting Product Strategy
XIII. Pricing
XIV. Creating Brand Equity
XV. Crafting Brand Positioning

Finals
XVI. Physical Distribution
XVII. Promotion
XVIII. Rural Marketing
XIX. Electronic Marketing
XX. Tapping into Global Markets

Final Output: Marketing Plan

GRADING SYSTEM:
Attendance 5%
Online activities
Quizzes 35%
Assignment 15%
Oral Recitation 15% 65%
Term Exams 35%
100%

MODALITY: Online classes

Online Apps to be used:

Facebook messenger
Moodle
Zoom/Google meet
Google drive

ONLINE CLASSROOM POLICIES

1. Uploading of pre-recorded video lesson or ppt will be every Wednesday
2. For your attendance I will be posting something (quotes or photo) in group chat every
Wednesday and all you have to do react on it. Your reaction will serve as your attendance
for the entire week.
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3. For you to be excused in synchronous meeting, a private message shall be considered but
as long as you notify me day before our scheduled zoom/google meeting.
4. Zoom/google meeting shall only commence during oral recitations as I will be providing
you with pre-recorded lessons
5. During synchronous meeting, you can air up any questions about any topic that has been
discussed in pre-recorded video.

READING LIST
Textbook:
Kotler, Philip; Kevin Keller, Swee Hoon Ang. Marketing Management: An Asian
Perspective, 5th edition, Prentice Hall 2007

References:
Kotler, Philip and Kevin Keller. Marketing Management, 13th edition. Prentice Hall 2009
Etzel, Michael; Bruce Walker. Marketing, 12th edition International, McGraw-Hill
2001