Course Orientation

1. MarketingManagement
CourseOrientation
Presented by: Prof. Leslie Ann U. Gamundoy

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This course covers the nature,
importance and techniques on
sales management. The
organization and the different
aspects of organizing,
strategic planning for
selecting applicants for an
effective sales force are also
emphasized. This also
discusses planning for
effective marketing
CourseDescription
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CourseIntendedLearning
Outcomes
1. To understand the general concept and application of
marketing as a business activity and its role in our
economy.
2. To identify and demonstrate the dynamic nature of the
environment in which marketing decisions are taken and
appreciate the implications for marketing strategy
determination and implementation.
3. Ability to justify marketing strategies and advocate a
strategically informed position when considering marketing
plan implementation.
4. To manage themselves and members they work with in a
team when undertaking independent management study.
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LearningPlan
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Week1MARKETINGINTODAY’SBUSINESSMILLIEU
1. Identify typical misconceptions about marketing, why they persist, and the
resulting challenges for marketing management.
2. Define what marketing and marketing management really are and how they
contribute to a firm’s success.
3. Appreciate how marketing has evolved from its early roots to be practiced
as it is today.
4. Recognize the impact of key change drivers on the future of marketing.
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WEEK2ELEMENTSOFMARKETING,PLANNINGANDCOMPETITION
1. Examine the concept of value and the elements and role of the value chain.
2. Understand the conditions required for successful marketing planning, that
marketing planning is focused on the value proposition, and that marketing
planning is a dynamic process.
3. Identify various types of organizational strategies.
4. Conduct a situation analysis.
5. Use the framework provided for marketing planning, along with the content
in future chapters, to build a marketing plan
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WEEK4 UNDERSTANDBUSINESS-TO-CONSUMERMARKETS
1.Understand the value of knowing the consumer.
2.Consider the role of personal and psychological factors in
consumer decision making.
3.Appreciate the critical and complex role of cultural, situational,
and social factors in a consumer purchase decision.
4. Understand the consumer decision-making process
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WEEK6
PRELIMEXAM
SEPTEMBER 19-24,2022
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WEEK7UNDERSTANDBUSINESS-TO-BUSINESSMARKET
 Recognize the importance of B2B marketing.
 Understand the differences between B2C and B2B markets.
 Understand the critical role of the buying center and each
participant in the B2B process.
 Learn the B2B purchase decision process and different buying
situations.
• Comprehend the role of technology in business markets
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WEEK9SEGMENTATION,TARGETMARKETING,POSITIONINGAND
CRM(CUSTOMERRELATIONSHIPMANAGEMENT
 Explain the criteria for effective segmentation.
 Identify the various approaches to market segmentation.
 Describe the steps in target marketing.
 Define positioning and link it to the use of the marketing mix.
 Use and interpret perceptual maps.
 Identify sources of differentiation
 Avoid potential positioning errors.
 Define CRM and articulate its objectives and capabilities.
 Describe the CRM process cycle.
 Understand the concept of customer touchpoints and why touchpoints are critical
in CRM.
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WEEK11PRODUCTSTRATEGYANDNEWPRODUCTDEVELOPMENT
 Understand the essential role of the product experience in marketing.
 Define the characteristics of a product.
 Recognize how product strategies evolve from one product to many
products.
 Understand the life of a product and how product strategies change
over time.
 Recognize the importance of new-product development to long-term
success.
 Understand the new-product development process.
 Identify how new products become diffused in a market.
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WEEK12
MIDTERMEXAM
NOVEMBER 2-8, 2022
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WEEK13BUILDTHEBRAND
 Recognize the essential elements in a brand.
 Learn the importance of brand equity in product
strategy.
 Explain the role of packaging and labeling as
critical brand elements.
 Define the responsibility of warranties and
service agreements in building consumer
confidence.
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Week14PromotionalStrategyandNewMedia
• Explain integrated marketing communications (IMC) concepts
and their role in marketing management
• Identify the elements of the promotion mix and the pros and
cons of each element.
• Connect communication models to real-world challenges in
promotional strategy.
• Describe in detail the marketing manager’s role in promotional
strategy.
• Explain key concepts of interactive communications.
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WEEKS15,17AND18MARKETINGPLANPRESENTATION
• PRESENTATION OUTPUT FOR MARKETING PLAN
• TEMPLATE FOR MARKETING PLAN IN A COMPREHENSIVE FORM
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Course
Requirements

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•ASSIGNMENTS/EXERCISES
•QUIZ
•MAJOR EXAMS
•FINAL REQUIREMENT
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GRADINGSYSTEM
• Term Examination -50%
• Quizzes/Exercises-20%
• Attendance – 5%
• Participation – 5%
• Others – 20%
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FINALREQUIREMENTSONMARKETINGPLAN
• From your chosen venture on Entrepreneurial Mind you have to
create Marketing Plan
• A comprehensive template for marketing plan will be given after
prelim period.
• One page comprehensive marketing plan will be presented each
group
• 5 members for each group composition
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Textbookand
References
• Gregg Marshall and Mark Johnston,
Marketing Management 3rd Edition, 2019,
McGraw Hill Publication
• Philip Kotler et. Al. Marketing Management
15th Edition, 2016, Pearson Publications
• Dawn Iacobucci, Marketing Management
5th Edition, 2018, Cengage Learning
• Alan Zimmerman and Jim Blythe, Business
to Business Marketing Management; Global
Perspective 4th Edition 2022, Routledge
Publications
• Pingali Venugopal, Marketing Management:
A Decision Making Approach, 2017, Sage
Publications

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CLASSRULES
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• Attendance Monitored Applied AOS (All Out Synchronous)
• Assignments/Activities should be submitted on TIME
• Answer short evaluation on TIME (except some acceptable
reasons or excuses like sickness or important emergency
purposes)
• Examination should be taken on TIME.

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ThankYou
Prof. Leslie Ann U. Gamundoy
leslieannuntalan@gmail.com
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