Course Name: YMARKMA
Course Title: Marketing Management
Instructors: Panlilio, Naguit, Pediglorio, Gozun, Barba, Valerio Required Text: Marketing Management by Kotler and Keller 14th ed.
Course Description: This course deals with the analysis, planning, implementation and control of marketing activities. Topics discussed include understanding marketing management, building strong brands, shaping the market offerings, delivering value, communicating value, and creating successful long-term growth. Practical applications of marketing principles in the organization and setting up of a marketing mix from the standpoint of a marketing executive and the marketing staff are presented.
Estimated Contact Hours Topic Outline
I Understanding Marketing
Management 12
1 Defining Marketing for the 21st Century 2
Developing Marketing Strategies and Plans
II Building Strong Brands 9
1 Creating Brand Equity
2 Crafting the Brand Positioning 3 Dealing with Competition
III Shaping the Market Offering 12
1 Setting Product Strategy
2 Designing and Managing Services 3
Developing Pricing Strategies and Programs
IV Delivering Value 6
1
Designing and Managing Value Networks and Channels
2 Managing Retailing Wholesaling and Logistics
V Communicating Value 12
1 Designing and Managing Integrated Marketing Communications 2
Managing Mass Communications: Advertising Sales Promotions, Events and Public Relations
3 Managing Personnel Communications: Direct marketing and Personal Selling VI Creating Successful Long-Term
Growth
1 Introducing New Market Offerings 3
Total 54
Recap
Identification of CPC Topics Covered in
this Course Estimated Contact Hours
Accounting 2
Marketing 22
Finance 2
Management
Management Principles 3
Organizational Behavior 2
Human Resource Management Operations Management Economic/Social/Legal Environment
Legal Environment of Business 2
Economics 3
Business Ethics 6
Decision-support Tools
Information Systems 3
Quantitative Methods/Statistics 3
International/Global Dimensions of Business 3
Integrative Experience 3
Total (Estimated Contact Hours) 54
