Lyceum of the Philippines University

College of Business Administration

AY 2016-2017

SYLLABUS

Subject Code : BMGN02B

Subject Title : MARKETING MANAGEMENT
No. of Units : Three (3) units
Lecture Hours/Week : Three (3) hours
Laboratory Hours/Week : None
Pre-requisite : MKMN01B

Course Description:

This course covers the nature, importance and techniques on sales management. The organization and the different aspects of organizing and strategic
planning for selecting applicants for an effective sales force are also emphasized. This also discusses planning for effective marketing.

Program Objectives:

BSBA Major in Business Management aims to achieve the following objectives:

1. To equip students the concepts, principles, and theories in business management.

2. To prepare the students in organizing and managing activities in manufacturing and service related businesses.
3. To develop students’ awareness and responsiveness to present issues affecting business environment.
4. To help students seek employment and entry level jobs or positions of responsibility as marketing manager, marketing executives or marketing
director.
5. To guide the students in organizing and managing entrepreneurial activities if they decide to be self-employed.
6. To prepare students to pursue a teaching career or graduate studies in business.
7. To inculcate in students social, moral and ethical values in the conduct of one’s business or practice of profession.
8. To develop business professionals who are competent and globally competitive with wholesome values and attitudes.

LPU Core Values:

Love of God Justice
Professional Integrity Nationalism Perseverance
Unity Leadership

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Learning Goals:
Upon completion of the course, the student shall be expected to:

Learning Outcomes Learning Goals LPU Core Values Mission

1. Communication
5. Creative and Analytical
Thinking
6. Computer Literacy
2. Information Retrieval &
Evaluation
3. Proactive and Spiritual Values
7. Entrepreneurial
4. Teamwork and Leadership
Deployment
Students are expected to connect, deliver, and communicate value with Professional Integrity 1, 5
stakeholders particularly the customers.
Students are expected to understand and be able to apply the different Perseverance 1, 2,3
management style and techniques in the area of marketing management.
Students are expected to understand the role and the importance of Justice and 1, 2, 4
information system in making marketing management decisions. Perseverance
Students are expected to discern useful and relevant information from the Justice 2, 4, 5
business environment for wise decision making.
Students are expected to analyze ethical issues affecting marketing Love of God and 5, 6
management. Nationalism
Students are expected to apply the basic functions of marketing management Perseverance and 1, 2
as future business operators. Professional Integrity
Students are expected to apply multiple means of creating, delivering,, and Leadership and Unity 1, 3, 6
communicating values through collaborative work and activities.

Learning Objectives:

1. Affective
1.1 Develop marketing insights to work on marketing issues and concerns.
1.2 Inculcate the values of truth , nationalism, integrity and service to others in engaging to various
marketing activities

2. Cognitive
2.1 Describe marketing for the Twenty-first Century.
2.2 Explain marketing management concepts , theories and principles.
2.3 Recognize the interdependencies of today's marketing environment to the business.

3. Psychomotor
3.1 Formulate marketing strategies and plans.
3.2 Analyze and solve marketing issues confronting the management today.
3.3 Prepare a marketing plan.

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 Course Outline

Learning Outcomes Subject Matter Outcome- Based Assessment LPU Core Values No. of hrs/Week
Methodology
- Demonstrate to the students the Orientation Love of God 1.5 hrs.
policies of the school, grading system, Nationalism Week 1
course requirements and preparation of Unity
seat plan

- Describe Marketing for the Twenty-

First Century. Chapter l. Marketing for the 21st - Lecture -Quiz Love of God 1.5 hrs.
- Relate marketing to the new Century -Discussion -Recitation Professional Week 1
economy. 1.Marketing scope and its importance Debate with peers: Integrity
- Explain how to build customer 2. Core marketing concepts Best Company Nationalism
satisfaction, value and retention. 3.Company orientations toward the Orientation
marketplace
4. Marketing management tasks

-Discuss how marketing affect Chapter 2. How to Develop Marketing Professional

customer value. Strategies and Plans -Group Work Integrity
- Explain how strategic planning is 1.Marketing and customer value - Lecture (Product Planning) Perseverance 3 hrs.
being carried out at different levels of 2. Strategic Planning - Discussion Nationalism Week 2
organizations. 3. Product planning: Marketing plan
- Describe what is a marketing plan.

Chapter 3. Gathering Market - Lecture -Case Analysis and Nationalism 1.5 hrs.
- Identify the components of modern Information and Understanding the - Discussion Presentation Professional Week 3
marketing information system. Environment Brainstorming -Assignment (Lists Integrity
- Describe some important 1.Marketing information system of Macro-
macroenvironment developments. 2. Macroenvironmental forces environmental
forces and its effect
to the organization)

Chapter 4. Marketing Research and - Power point -Assignment

- Describe what constitutes good Demand Forecasts presentation (Market Research
marketing research. 1.Marketing research system - Class discussion Outline)
- Identify the steps in marketing 2. Marketing research process -Marketing debate: Professional 3 hrs.
research. Best type of Integrity Week 3-4
- Discuss how marketers assess their marketing research Unity
return on investment of marketing

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 Learning Outcomes Subject Matter Outcome- Based Assessment LPU Core Values No. of hrs/Week
Methodology
expenditures.

- Define what is customer value, Chapter 5. Customer Value, Satisfaction

satisfaction, and loyalty. and Loyalty -Group Activity Professional 3 hrs.
- Define the lifetime value of 1.Customer value, satisfaction and - Lecture (Role Playing - Integrity Week 4-5
customers and how can marketers loyalty -Class discussion Reflection) Justice
maximize it. 2. Customer databases and databases Perseverance
-Identify ways on how companies both marketing -Quiz
attract and retain customers.

- Explain the influencers on consumer Chapter 6. Consumer Markets -Quiz

buying behavior. 1.Influencers of Buyer Behavior - Group Reporting -Recitation (Quiz Professional 3 hrs.
- Explain the buying decision process. 2. The Buying Decision Process - Class discussion bee- per group) Integrity Week 5-6
3. Stages of the buying Decision Process Perseverance
4. Theories of decision making

PRELIMINARY EXAMINATION 1.5 hrs.

-Differentiate business markets and

consumer markets. Chapter 7. Analyzing Business Markets -Lecture/ -Research Professional
- Describe the participants in the 1.Organizational buying -Discussion (difference between Integrity 1.5 hrs.
buying business process. 2. Business buying process market and Perseverance Week 7
-Explain the major influences on 3. Managing business to business consumer market)
buying decisions customer relationships -Quiz Essay
- Discuss the purchasing/procurement
process.

Chapter 8. Market Segments and

- Describe the levels of market Targets -Lecture -Quiz Professional 3 hrs.
segmentation. 1.Levels of market segmentation -Discussion -Seatwork (about Integrity Week 7-8
-Explain how should a company 2. Bases for segmenting consumer - Brainstorming targeting and Justice
choose the most attractive target markets segmentation)
markets. 3. Bases for segmenting business
- Discuss the requirements for effective markets
segmentation. 4. Market targeting

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 Learning Outcomes Subject Matter Outcome- Based Assessment LPU Core Values No. of hrs/Week
Methodology

- Define brand equity and explain how Chapter 9. Brand Equity and Positioning -Video Presentation -Recitation (Debate: Professional 3 hrs.
does branding works. 1.Building brand equity -Power point Are line extensions Integrity Week 8-9
- Discuss important decisions in 2. Managing brand equity presentation good or bad? Perseverance
developing a branding strategy. 3. Branding strategies -Class discussion Nationalism
4. Positioning strategies -Group Seatwork
5. Product life cycle strategies (developing brand
name)

- Differentiate the competitive forces Chapter 10.Dealing with Competition - Lecture -Essay Quiz Perseverance 3 hrs.
and identify competitors. 1.Competitive forces -Class discussion Justice Week 9
- Enumerate the steps in analyzing 2. Analyzing competitions -Recitation Unity
competitors. 3. Competitive strategies -Case Analysis
- Design competitive strategies Presentation
- Discuss the ways on balancing
customer and competitor orientation.

- Describe the characteristics of Chapter 11. Developing Product - Lecture -Quiz Professional 3 hrs.
products and its classifications. Strategy - Class discussion -Group Activity Integrity Week 10
- Discuss how a company build and 1.Product characteristics and (designing of product Perseverance
manage its product mix and product classifications package and labeling)
lines. 2. Product and brand relationships Presentation
-Explain how packaging, labeling, 3. Packaging, labeling, warranties and
warranties and guarantees enhance guarantees
product value.

- Discuss the classification of services Chapter 12. Designing and Managing

and how they differ from goods. Services - Reporting -Oral Presentation Professional 1.5 hrs.
- Describe how to market service. 1.Categories and characteristics of - Class discussion (Role play-Services Integrity Week 11
-Explain how goods marketers improve services Setting) Nationalism
customer support services. 2. Marketing strategies for service firms Leadership
3. Service quality and service brands -Essay (difference
4. Product support system between services and
goods)

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 Learning Outcomes Subject Matter Outcome- Based Assessment LPU Core Values No. of hrs/Week
Methodology
- Define how consumers process and Chapter 13. Deciding Pricing Strategies - Lecture -Interview (Product Professional 3 hrs.
evaluate prices. and Programs - Class discussion prices) Integrity Week 11-12
- Identify how companies set prices. 1.Setting the price Perseverance
- Explain how companies respond to 2. Adapting the price -Group Activity
(Pricing)
competitors' price change. 3. Initiating and responding to price
changes

MIDTERM EXAMINATION 1.5 hrs.

- Describe marketing channel system Chapter 14.Marketing Channels and

and value network. Value Networks -Quiz 3 hrs.
- Learn how do marketing channels 1.Marketing channels and value -Class discussion -Recitation Nationalism Week 13
(Presentation of
perform. networks -Lecture Research about
Leadership
- Discuss the decisions do companies 2. Role of marketing channels Marketing channels Perseverance
face in managing their channels. 3. Channel management decisions and its roles)
- identify key issues in e-commerce. 4. Channel integration and system
5. E-commerce marketing practices

Chapter 15 Retail, Wholesale and - Lecture

- Describe retailing, wholesaling and Logistics Management -Group Reporting Professional
-Quiz
logistics management. 1Retail - Class discussion Integrity,
- Debate with peer:
- Identify marketing decisions that 2. Wholesale The Most Effective
Nationalism 1.5 hrs.
these intermediaries make. 3. Market logistics Communication Tool Perseverance Week 14

- Discuss the role of marketing Chapter16 Designing and Managing

communication. Integrated Marketing Communication - Lecture -E-research on -- Professional
- Discuss the major steps in developing 1.Role of marketing communications - Class discussion Effective Marketing Integrity 1.5 hrs.
effective communication. 2. Developing effective communication Communication Nationalism Week 14
- Describe communication mix and 3. Marketing communication mix Recitation Perseverance
(Debate)
how it should be set.

Chapter 17. Managing Mass - Power point -Quiz (essay) Professional

- Discuss steps which are required in Communications: Advertising, Sales presentation -Project Integrity 3 hrs.
developing an advertising program. Promotions, Events, and Public - Class discussion (Developing Nationalism Week 15
- Describe how sales promotion Relations Advertising Perseverance

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 Learning Outcomes Subject Matter Outcome- Based Assessment LPU Core Values No. of hrs/Week
Methodology
decisions be made. 1.Developing and managing an Campaign)
- Explain how public relations and advertising program Presentation
publicity can be used for company's 2. Media effectiveness
advantage. 3. Decisions in sales promotion
4. Events and experiences
5. Decisions in public relations

6 hrs.
- Describe how companies integrate Chapter 18. Managing Personal -Lecture -Quiz Professional Week 16-17
direct marketing for competitive Communications: Direct Marketing and -Discussion -Recitation Integrity
advantage. Personal Selling -Video Clips Role Playing Perseverance
- Explain how to make an effective 1.Direct marketing presentation Unity
interactive marketing and word of 2. Interactive marketing
mouth technique. 3. Word of mouth
- Discuss major decisions in designing 4. Designing and managing the sales
and managing a sales force. force
5. Principles of personal selling

PRESENTATION OF MARKETING -Lecture

PLAN -Discussion
2 hrs.
FINAL EXAMINATION Week 18

Textbook:

Iacobucci, Dawn. (2012) Marketing Management. Cengage Learning

References:

Blakeman, Robyn (2014) Nontraditional media in marketing and advertising. Sage

Hutt, Michael. (2013) Business marketing management. Cengage Learning

Best, Roger J (2013) Market-based management : strategic for growing costumer value and profitability. Pearson

McDonald, Malcolm. (2012) Marketing plane: a complete guide. Wiley

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Kotler, Philip (2012) Marketing Management. Person

Solomon, Michael R. (2012) Marketing real people real choices. Pearson

Ploetner, Olaf. (2012) Counter stratregies in global markets. Palgrave Macmillan

French, Jeff. (2011) Social marketing casebook. Sage Publication

Kotabe, Masaaki. (2011) Global Marketing Management. Willey

Luther, William M. (2011) The marketing plan: how to prepare and implement it. AMACOM

Ferrell, O.C. (2011) Marketing Management Strategies. Cengage Learning

Lancaster, Geoffrey. (2011) Essentials of Marketing Management. New York, Routledge

E-Journal/Database

http://infotrac.galegroup.com/itweb/lyceumph
Password: discovery

http://www.emeraldinsight.com
Username: Lyceum79 Password: E928G37

Electronic Sources
http://www.1000ventures.com/business_guide/business_strategy.html
http://www.knowthis.com/management.htm
http://en.wikipedia.org/wiki/Marketing_management
http://www.quickmba.com/MarketingStrat.shtml
http://en.wikipedia.org/wiki/Brand_management
http://www.eclipse.org/articles/product-guide/guide.html
http://en.wikipedia.org/wiki/Global_marketing

Multi Media References

1. Finding new customers for your business
2. Marketing: target consumer
3. Advance selling
4. Basic selling skills
5. Sunrise: enhance selling

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 6. Affective telephone selling
7. Art of nonverbal selling
8. Gamer 3 CD-Rom to accompany marketing management

Course Requirements:

1. Class Recitation
2. Quizzes
3. Examination
Preliminary Examination
Midterm Examination
Final Examination
4. Class Project
5. Case analysis
6. Seminars (in-house and outside)
7. Educational Tour
8. Research Output and Presentation

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 GRADING SYSTEM

Prelim Period PPG% Midterm Period MPG% Final Period FPG% Final Grade
Examination 40% Midterm Examination Final Examination 40%
40%
PPG + MPG +
Creative Academic 33.33% Creative Academic 33.33% Creative Academic 33.34%
FPG
Performance 60% Performance Performance
60% 60%

Prepared by /Revised by Endorsed by / Date Approved by / Date

Sheena Queen Portic-Peñafiel Dr. Maria Victoria M. Ac-Ac Dr. Conrado E. Iňigo, Jr.
Corporate Management Chairperson Dean Vice President for Academic Affairs

June 20, 2016 June 20, 2016

Ms. Elyssa Mary Roxas

Industry Partner

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