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Sta. Ana Avenue, Davao City

Bachelor of Science in Business Administration (BSBA)
Major: Marketing Management


Marketing Management

I. Course Number: MM 6

Credit: 3 units

II. Course Title: Marketing Management

Pre-Requisite: MM 3 & Mgt 1

III. Course Description:

This course aims to provide students with a thorough understanding of the role of marketing
management in the society, the economy and the firm. It deals with the marketing strategies of
management. Case analysis is use to develop creative thinking, decision-making and policy
formulation among students.

IV. Course Objectives:

At the end of the course, the student should be able to:

1. Define marketing management and its strategic importance in the changing business
2. Identify the importance of conceptualization, organization, planning, implementation,
and control of marketing activities in the realization of company goals and objectives.
3. Relate the models and approaches of the marketing management practice to business
organizations confronted with challenges of the economic environment.
4. Cultivate appropriate values of marketing ethics and social responsibility.
5. Develop the ability to define and analyze real-time marketing issues and problems
encountered at the managerial level.
6. Prepare marketing plans from environmental scanning that will enable the organization
to be innovative, competitive and better than rivals.

7. Course Outline

No. of Hours


13.5 hours

1. Overview of Marketing Management
a. Review of Basic Marketing Concepts
2. Introduction to Case Analysis
a. Case Learning
b. Case Analysis and Presentation
3. The Marketing Management Process
a. Customer Value Creation
b. The Environment of Marketing Decisions
c. Global Orientations to Marketing Decisions
d. Ethical Orientations to Marketing Decisions

4. Market-Oriented Strategic Planning
a. The Strategic Planning Process
b. The Components of the Marketing Plan


1. Market Opportunity Analysis
a. Understanding Market Opportunities
a.1. Aggregate Market Factors
a.2. Category Factors
a.3. Environmental Analysis

b. Understanding Consumer Behavior
b.1. Major Factors Affecting Consumer Behavior
b.2. Consumer Buying Process
c. Understanding Organizational Markets
and Buying Behavior
c.1. Organizational Buying Process
c.2. Purchasing Processes in Government Markets
2. Competitive Analysis

a. Nature of Competition
b. Competitive Strategies and Resources
c. Gathering Competitor Intelligence
d. Differential Advantage Analysis
e. Predicting Future Strategies
3. Customer Analysis
a. Segmentation and Targeting
b. Differentiation and Positioning

C. Developing Marketing Strategy Programs

1. Product Decisions
a. Product Strategy
b. Building the Brand
c. New Product Development
d. Service Strategy
2. Pricing Decisions
a. Pricing Objectives and Strategies
b. Pricing Methods
c. Channel Discounts and Allowances
d. Legal Considerations in Pricing
3. Place Decisions
a. Managing Marketing Channels and the Supply Chain
b. Points of Customer Interface: Bricks and Clicks


1. Developing Marketing Strategy Programs
a. Integrated Promotion Decisions
a.1. Integrated Marketing Communications
a.2. Communication Process Model

13.5 hours

No. of Hours

13.5 hours

13.5 hours

a.3. Hierarchy of Effects Model

a.4. Promotional Strategy
2. Financial Analysis and Operational Considerations
for Marketing Decisions
a. Financial Assessment
b. Cost and Revenue Analysis
c. Profitability Analysis
d. Risk Analysis
e. Return on Marketing Investment
Simulation Models
g. Budget Preparation
h. Integration of Planning and Control



A. Bibliography

a. Books

Kotler, P., Keller, K., Ang, S. H., Leong, S. M., & Tan, C. T. (2009). Marketing management:
an Asian perspective, 5th ed., Singapore: Pearson Education South Asia Pte Ltd.

Lehman, D. R. &Winer, R. S. (2005). Analysis for marketing planning, 6th ed., Burr Ridge, IL:
McGraw Hill.

Loudon, D., Stevens, R., &Wrenn, B. (2005). Marketing management: text and cases. New
York: Best Business Books.

Marshall, G. W. & Johnston, M. (2010).Marketing management, 1st ed., Burr Ridge, IL:
McGraw Hill.

Mullins, J. W., Walker, O. Jr., & Boyd, H. Jr. (2008). Marketing management: a strategic
decision-making approach, 6th ed., Burr Ridge, IL: McGraw-Hill/Irwin.

Neves, M. F., Castro, L. T. &Cnsoli, M. A. (2010). Marketing methods to improve company
strategy: applied tools and frameworks to improve a companys competitiveness using a
network approach. New York, NY: Routledge.

b. Articles

Corey, E. R. A note on case learning. Harvard Business Review. Boston, MA.

Shapiro, B. P. An introduction to cases. Harvard Business Review. Boston, MA.

c. Online Journals

ProQuest: Journal of Marketing Management, Helensburg

ProQuest: Sales and Marketing Management, New York

Course Requirements

Periodic Examinations
Graded Class Participation
Written Analysis of the Case
Marketing Plan

10. Grading System

Midterm Grade

Prelim Examination

Midterm Examination

Tentative Final Grade


Semi-final Examination 25%

Final Examination


Class Standing

Final Grade


Class Standing

Midterm Grade + Tentative Final Grade