COURSE GUIDE

GINGOOG CITY COLLEGES,

INC.
Brgy. 24-A, Paz Village, Gingoog City
Misamis Oriental 9014

BUSINESS ADMINISTRATION DEPARTMENT

MM 16: Strategic Marketing Management
Semester of A.Y. 2021-2022

COURSE DESCRIPTION Credit Units: 3

The course introduces students to the process of developing and managing marketing strategy,
examining how firms create and sustain customer value –from market analysis and product
positioning to communications and channel systems design.

COURSE OUTCOMES

1. Discuss the concept of marketing planning and its relevance to strategic marketing management;
2. Describe marketing productivity analysis as an important tool in evaluating the performance of the
marketing department;
3. Discuss Pestle Analysis as a widely used tool to analyze the external environment and provide
concrete example using the various factors involved;
4. Describe the role played by stakeholder groups associated with business competition;
5. Enumerate important factors that influence individual and organizational buying decision;
6. Explain the significance of STP model or market segmentation, targeting and positioning and its role
to get the right market;
7. Describe the core concept of relationship strategies;
8. Apply various effective marketing strategies in given economic situation; and
9. Create marketing plan at the end of the course.
COURSE OUTLINE

WEEK 1 July 1-7

Unit 1. STRATEGIC MARKETING MANAGEMENT - AN INTRODUCTION
Lesson 1.1: Concepts In Marketing
Lesson 1.3: Strategic Marketing

Unit 2. MARKETING STRATEGY AND PLANNING

Lesson 2.1: Market-Orientation Definition
Lesson 2.2: Business Strategy
Lesson 2.3: Marketing Strategy
Lesson 2.4: Marketing Planning

WEEK 2 July 8-14

Unit 3. MARKETING AUDIT AND SWOT ANALYSIS

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Lesson 3.1: Marketing Audit
Lesson 3.2: SWOT Analysis

Unit 4. MARKETING COSTS AND FINANCIAL ANALYSIS

Lesson 4.1: Analysing Marketing Costs
Lesson 4.2: Customer Profitability Analysis
Lesson 4.3: Financial Situation Analysis

WEEK 3 July 15-21

Unit 5. MARKET AND ENVIRONMENTAL ANALYSIS
Lesson 5.1: The Nature and Structure of Marketing Environment
Lesson 5.2: Environmental Scanning and Analysis

Unit 6. COMPETITOR ANALYSIS

Lesson 6.1: Concept of Business Competition
Lesson 6.2: Porter’s Competition Model

MIDTERM EXAMINATION July 22

WEEK 4 July 23 - 29
Unit 7. CUSTOMER ANALYSIS
Lesson 7.1: Buyer Behavior Model

Lesson 7.2: Roles in the Consumer Buying Decision Process

Lesson 7.3: Organizational Buying Processes and Buying Behavior

UNIT 8: LEARNING IN MARKETING ORGANIZATION

Lesson 8.1: Markets and Marketing Approaches

Lesson 8.2: Segmentation, Targeting and Positioning (STP) Model

WEEK 5 July 31- August 6

UNIT 9: SEGMENTING MARKETS
Lesson 9.1: Relationship Marketing
Lesson 9.2: Forms of Inter-Organizational Relations

UNIT 10: TARGETING AND POSITIONING STRATEGIES

Lesson 10.1: Effective Marketing Strategy

WEEK 6 August 7 – 13
UNIT 11: SEGMENTING MARKETS
Lesson 11.1: Relationship Marketing
Lesson 11.2: Forms of Inter-Organizational Relations

UNIT 12: TARGETING AND POSITIONING STRATEGIES

Lesson 12.1: Effective Marketing Strategy

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FINAL EXAMINATION August 14

COURSE MATERIALS

 https://www.icmrindia.org/courseware/Strategic%20Marketing%20Management/Strategic
%20Marketing%20Management-DS1.htm

 https://www.cleverism.com/strategic-marketing-process-complete-guide/

 https://www.investopedia.com/terms/m/marketing-plan.asp

 https://www.monash.edu/business/marketing/marketing-dictionary/m/marketing-cost-analysis

 https://looker.com/blog/how-to-do-a-customer-profitability-analysis

 https://www.marketingtutor.net/marketing-environmental-analysis/

STUDY SCHEDULE

WEEK TOPICS ACTIVITY

Unit 1:
Introductory Task, Assessment
Week 1: Strategic Marketing Management
Task (Review/Discussion
- An Introduction
Questions),
July 1-7 Unit 2:
Reflective Essay
Marketing Strategy and Planning
Unit 3:
Marketing Audit and Swot Introductory Task, Assessment
Week 2:
Analysis Task (Review/Discussion
Unit 4: Questions),
July 8-14
Marketing Costs and Financial Reflective Essay
Analysis

Introductory Task, Assessment

Week 3: Unit 5:
Task (Review/Discussion
Market and Environmental
Questions),
July 15-21 Analysis
Reflective Essay

MIDTERM EXAMINATION
July 22

WEEK TOPICS ACTIVITY

Unit 6: Introductory Task, Assessment
Week 4:
Competitor Analysis Task (Review/Discussion
Unit 7: Questions),
July 23 - 29
Customer Analysis Reflective Essay
Week 5: Unit 8: Introductory Task, Assessment
Market Segmentation, Targeting Task (Review/Discussion
July 31- August 6 And Positioning (STP) Model Questions),
Unit 9: Reflective Essay

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Relationship Strategies

Unit 10: Introductory Task, Assessment

Week 6: Developing An Effective Task (Review/Discussion
Marketing Strategy: Key Issues Questions),
August 7 – 13 To Be Addressed Reflective Essay

Final Examination
(August 14)

COURSE REQUIREMENTS

To pass the course, you have to:

1. Read all course readings and answer all the activities – introductory task - activity, exercise,
assessment and reflection.
2. Take all your major examinations (e.g. prelim, midterm and final exam).
3. Submit your final requirement – marketing plan at the end of the course.

GRADING SYSTEM

IMPORTANT REMINDERS
PRELIM PERIOD MIDTERM PERIOD FINAL PERIOD

To successfully answer the activities in this module, you have to strictly pay attention of the following:
25% Quizzes + 15%
Participation
1. + 30% and understanding
Start by reading 30% PRELIMthe Grade + 70%
subject including30%
theMIDTERM Grade +and learning
course description
Output + 30%
outcomes/competencies. MIDTERM Rating 70% FINAL Rating
Examination = 100% = 100% MIDTERM Grade = 100% FINAL Grade
2. Each unit begins with specific learning outcomes/objectives, read and understand each for this will
PRELIM Grade
enable you to understand important topics or points in every unit.
3. Before moving to the content, you have to answer first the introductory task which is designed to
measure student’s prior knowledge.
4. Make sure you have fully understand the content/topics before heading to the next step, the
assessment task.
5. You have to answer and accomplish the assessment task which covers review/discussion/application
questions. This is/are given to review key concepts and issues covered in the unit. Also to assess
students’ competence about the topic being discussed.
6. Always consider the grading rubric in answering all the activities.
7. The submission of your modular activities (introductory task and assessment tasks) will be weekly.
Submit your written output in the next class session.

INSTRUCTOR’S CONTACT DETAILS

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Name of Instructor: Janet M. Espenido
Mobile Number: 0905-898-0697
Email Address: janetmespenido@gmail.com

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Please consider this as your guide.
Prepare the course guide as it is. Provide the necessary information (those in RED).
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If you have concern and comments please let me know.
Thank you and GOD bless!

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