Third Trim 2010-11

MBA 230, Marketing Management

University of the Philippines Visayas Cebu College Management Division Prof. Gladys S. Ceniza Website : www.marketworksasia.com/MBA230 Email : marketingprof@marketworksasia.com

Introduction
Marketing Management is an essential aspect of any business organization as it involves managing resources to achieve the revenue or the top line of the Company, from which the profit or bottomline 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 managers 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;

BM 230 Marketing Management Syllabus

Third Trim 2010-2011

MBA 230 Marketing Management

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.

Course Outline
Mtg # 1, 2 TOPICS MODULE 1: Understanding Marketing Management A. Introduction, Class Profile and Expectations B. Case Analysis Techniques C. Defining Marketing for the 21st Century D. Developing Marketing Strategies and Plans E. Gathering Information and Scanning the Environment Assignment Case 1: Case 2: Mobile Telephones Ch1, 2,3 Readings

BM 230 Marketing Management Syllabus

Third Trim 2010- 2011

MBA 230 Marketing Management

3, 4, 5, 6

7, 8 9

10

11, 12, 13, 14

MODULE 2: Capturing Marketing Insights A. Conducting Marketing Research and Forecasting Demand B. Analyzing Consumer Markets C. Analyzing Business Markets D. Identifying Market Segments and Targets MODULE 3: Shaping the Marketing Offerings A. Creating Brand Equity B. Crafting Brand Positioning C. Setting Product Strategy D. Developing Pricing Strategies and Programs MIDTERM EXAMS MODULE 4: Delivering and Communicating Value A. Designing and Managing Integrated Marketing Channels B. Managing Retailing, Wholesaling, and Logistics C. Designing and Managing Integrated Marketing Communications MODULE 5: Contemporary Marketing Issues A. Tapping into Global Markets B. Marketing and the Internet C. Managing a Holistic Marketing Organization MODULE 6: Integration Exercise : Marketing Plan FINAL EXAMS

Case 3: Nescafe Phils 4, 5, 6, 7, 8

Case 4: Splash 9-14

Case 5: Gateway

15-19

15, 16

Case 6: Jollibee

17-18 19

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

BM 230 Marketing Management Syllabus

Third Trim 2010-2011

MBA 230 Marketing Management

References: Kotler, Philip and Kevin Keller. Marketing Management, 13th edition. Prentice Hall 2009 Etzel, Michael; Bruce Walker. Marketing, 12th edition Internation Edition, McGraw-Hill 2001 Donnelly, James and J. Paul Peter. Marketing Management, 6th Edition Perreault, William and E. Jerome McCarthy. Essentials of Marketing, 7th Ed http://hbsp.harvard.edu www.warc.com

COMPOSITION OF FINAL GRADES & GRADE EQUIVALENT

Evaluation will be based on 3 items, with the following weights: Class Participation 35% Long Exams & Group Work 35% Written Case Analyses 30% Grading for this course is as follows: Numerical Grade Grade Equivalent 97-100 93-96 89-92 85-88 81-84 77-80 73-76 69-72 65-68 <65 1.00 1.25 1.50 1.75 2.00 2.25 2.50 2.75 3.00 5.00

IMPORTANT REMINDERS
1. Cheating of any kind will automatically merit a failing grade. 2. Any student who is absent takes upon himself the responsibility of catching up or knowing what was discussed and required. 3. Cell phones, calculator watches, and/or PDAs cannot be used as calculators during exams. Students must have a separate calculator.

BM 230 Marketing Management Syllabus