Course Syllabus in Marketing Management

Republic of the Philippines

Mindanao State University

Barangay Fatima, General Santos City

College of Business Administration and Accountancy

Department of Economics, Management and Marketing

1st Semester, Academic Year 2020-2021

COURSE TITLE : Marketing Management

:
COURSE NUMBER MKT101

:
HOURS/WEEK 54 hours/ 18 weeks

PREREQUISITES : None

This course aims to provide students with a thorough understanding of the role of marketing
management in society, the economy and the firm. It deals with the marketing strategies of
COURSE DESCRIPTION :
management. Case analyses are used to encourage creative thinking, decision-making and policy
formulation among students.

COURSE REQUIREMENTS :

COURSE LEARNING OUTCOMES

1. Discuss the role and nature of marketing management as a mechanism for creating new ventures and affecting economic development;

2. Identify various approaches in identifying opportunities and creating new ventures through creative thinking, decision making and policy
formulation;

3. Discuss the concepts and strategies involved in marketing management;

4. Develop analytical and managerial skills necessary for dealing with recurring issues involved in starting, growing, and harnessing new ventures.

COURSE OUTLINE AND LEARNING PLAN

LEARNING LEARNING MATERIALS ASSESSMENT TIME

TOPIC
I. MARKETING
MANAGEMENT AND ITS KEY
CONCEPTS
1. The Scope and
Importance of Marketing
2. Core Marketing Concepts
3. The new Marketing
Realities
4. Company Orientation
Toward the Marketplace
OUTCOMES ACTIVITIES USED STRATEGIES FRAME
Discuss the scope and Module/Book Reading Module/Book Quiz 6 hours
importance of marketing Reference
management Reflection Paper
Moodle Classroom
Identify the core
marketing concepts, the
new marketing realities
and the different
company orientation
towards the marketplace
Summarize the tasks of
marketing management
5. Marketing Management
Tasks
II. DEVELOPING MARKETING Discuss the steps in Module/Book Reading Module/Book Quiz 3 hours
STRATEGIES AND PLANS developing marketing Reference
strategies and plans Video Presentation Reflection Paper
1. Marketing and Customer Sample Marketing
Value Exemplify the contents of Plan
a marketing plan
2. Corporate and Division Moodle Classroom
Strategic Planning

3. Business Unit Strategic

Planning

4. Product Planning: Nature

and Contents of a Marketing
Plan
III. Analyzing Marketing
Environment
1. The Microenvironment
and Macroenvironment
2. The Demographic and
Economic Environments
3. The Natural and
Technological Environments
Discuss the major forces Module/Book Reading Module/Book Quiz 3 hours
in the marketing Reference
environment and Case Analysis
evaluate their influences Moodle Classroom
in creating Marketing Reflection Paper
Strategies
Discuss the ways to
respond to the marketing
environment

4. The Political-Social and

Cultural Environments
5. Responding to the
Marketing Environment

IV. Forecasting Demand and Discuss and apply the Module/Book Reading Module/Book Quiz 3 hours
Measurement methods used in Reference
forecasting and
1. The Measures of Market measuring marketing Moodle Classroom
Demand demand

2. Vocabulary for Demand

Measurement

3. Estimating Current
Demand

4. Estimating Future Demand

V. Conducting Marketing Discuss the Scope of Module/Book Reading Module/Book Quiz 3 hours
Research Marketing Research and Reference
its impact in capturing Case Analysis
1. Scope of Marketing marketing insights for a Moodle Classroom
Research customer value-driven Reflection Paper
marketing strategy
2. Forms of Marketing
Research Discuss the Various forms
of marketing researches
3. The Marketing Research
Process Discuss the steps of the
marketing research
4. Measuring Marketing process
Productivity

5. Marketing Metrics
VI. Creating Long-term
Loyalty Relationship
1. Building Customer Value,
Satisfaction and Loyalty
2. Maximizing Customer
Lifetime Value
3. Cultivating Customer
Relationships
4. Customer Database
VII. Consumer Market
Buying Behavior
1. Model of Consumer
Behavior
2. Characteristics Influencing
Consumer Behavior
Describe the impact of
marketing research in
measuring marketing
productivity
Discuss the use of
marketing metrics to
monitor marketing
productivity
Identify important aspects Module/Book Reading Module/Book Quiz 3 hours
in creating long-term Reference
loyalty relationships with Reflection Paper
customers Moodle Classroom
Describe the ways in
building customer value,
satisfaction and loyalty
Describe the ways in
maximizing customer
lifetime value
Describe the consumer Module/Book Reading Module/Book Quiz 3 hours
market and discuss the Reference
model of consumer Case Study
buying behavior Moodle Classroom
Discuss the major Reflection Paper
influencers of consumer
buyer behavior
 Identify the major types
3. Buying Decision Behavior of buying decision
and the Buyer Decision behavior and discuss the
Process stages in the buyer
decision process
4. Buyer Decision Process for
New Products Describe the adoption
and diffusion process for
new products
VIII. Business Market Buying Describe the business Module/Book Reading Module/Book Quiz 3 hours
Behavior market and its difference Reference
from consumer market Case Analysis
1. Business Markets Moodle Classroom
Identify major factors Reflection Paper
2. Business Buyer Behavior influencing the business
buyer behavior
3. The Business Buyer
Decision Process Discuss the steps in
business buying decision
3. Engaging Business Buyers process
with Digital and Social
Marketing Discuss how new
information technologies
4. Institutional and and online, mobile, and
Government Markets social media have
changed
business-to-business
marketing

Discuss how institutional

and government buyers
 make their buying
decisions
IX. Customer Value-Driven Discuss the steps in Module/Book Reading Module/Book Quiz 6 hours
Marketing Strategy creating a customer- Reference
driven marketing strategy Case Analysis
1. Marketing Strategy Moodle Classroom
Discuss the major bases Reflection Paper
2. Market Segmentation for segmenting consumer
and business markets
3. Market Targeting Discuss how companies
identify attractive market
segments and choose a
4. Differentiation and market targeting strategy
Positioning
Discuss how companies
differentiate and position
their products for
maximum competitive
advantage
Midterm Examinations 1.5 hours

X. Branding Describe brand, branding Module/Book Reading Module/Book Quiz 6 hours

and brand equity Reference
1. Brand Equity Case Analysis
Discuss how a brand is Moodle Classroom
2. Building Brand Equity built, measured and Reflection Paper
managed
3. Measuring Brand Equity
Discuss the important
4. Managing Brand Equity decisions in developing a
branding strategy
5. Devising a Branding
Strategy
6. Customer Equity
7. Points of Difference and
Points of Parity
8. Emotional Branding
Discuss the importance of
identifying Point of
Difference and Points of
Parity in branding
Describe what is
emotional branding

XI. COMPETITIVE DYNAMICS Discuss the different Module/Book Reading Module/Book Quiz 9 hours
competitive strategies in Reference
1. Competitive Strategies marketing management Reflection Paper
Moodle Classroom
2. Product Life-Cycle Describe the concept
Marketing Strategy Product Life-Cycle and
discuss the strategies
involving the elements of
the marketing mix
XII. MARKETING Discuss the different Module/Book Reading Module/Book Quiz 3 hours
IMPLEMENTATION AND marketing controls used Reference
CONTROL to evaluate the
performance of marketing Moodle Classroom
management
Final Examinations 1.5 hours
COURSE REFERENCE

Marketing Management 14th Edition, Philip Kotler, Kevin Lane Keller

Principles of Marketing 17th Edition, Philip Kotler, Gary Armstrong

GRADING SYSTEM AND GRADING EQUIVALENT

EQUIVALENCE GRADE POINT   PARTICULARS COMPOSITION

DESCRIPTIO
EQUIVALENC
N MIDTERMS
FROM TO E     50%
98.00 100.00
1.00 Excellent QUIZZES  
% %   25%
95.00
1.25 Very Good ASSIGNMENTS
% 97.99%   25%  
92.00
1.50 Very Good MAJOR EXAMS  
% 94.99%   50%
89.00
1.75 Good TOTAL
% 91.99%   100%  
86.00
2.00 Good FINALS
% 88.99%     50%
83.00 85.99% 2.25 Good   QUIZZES 25%  
 %
80.00
2.50 Fair ASSIGNMENTS
% 82.99%   25%  
78.00
2.75 Fair MAJOR EXAMS  
% 79.99%   50%
75.00
3.00 Pass TOTAL
% 77.99%   100%  
BELOW 75.00% 5.00 Failure   GRAND TOTAL   100%