COLLEGE OF BUSINESS ADMINISTRATION
COURSE OUTLINE
COURSE TITLE: MARKETING MANAGEMENT
COURSE CODE: BA MARKMAN
NO. OF UNITS: 3 units
PRE REQUISIT/S: None
CONTACT HOURS: 3 hours
PLACEMENT: Second Semester
COURSE DESCRIPTION:
Marketing is the core of an operating business. It is an organizational philosophy and a
set of guiding principles for interfacing with customers, competitors, collaborators and
for the environment. Marketing entails planning and executing the conception, pricing,
promotion and distribution of ideas, goods and services. It starts with identifying and
measuring consumers’ needs and wants, assessing the competitive environment,
selecting the most appropriate customer targets and developing marketing strategy and
implementations program for an offering that satisfies customers' needs better than the
completion. Marketing is the art and science of creating customer value and market
place exchanges that benefit the organization and its stakeholders.
TOPIC
WCC
Mission, Vision, and Core Values.
Course Orientation &
Overview
Grading System
Classroom
Policies Major
Requirements
Consultation Hours
Marketing: Scope and Concepts
Defining Marketing-related Factors
Marketing Concepts
Holistic Marketing Approach
Creating and Capturing Customer Value
Partnering to Build Customer Relationships
Understanding the Marketplace and Consumers
Environmental Analysis
Environmental Scanning
Marketing Information Systems: The Concept
Computer Networks and Internet
Data Mining and Data Warehousing
Consumer Markets and Consumer Buying Behaviour
Types of Markets
Types of Customers in Consumer Market
Buyer or Consumer’s Behaviour
Factors Influencing Consumer Behaviour
Business Markets and Business Buyer Behaviour
Business-to-Business Market: Classification of Business Customers
Business Buyer Characteristics
Purchase and Demand Patterns
Factors Influencing Organizational Buyer Behaviour
Organizational Buyer Decision Process
Organizational Buying Roles
Designing a Customer-driven Strategy and Mix: Creating Value for Target
Customer
Requirements for Effective Segmentation
Bases for Segmentation
Targeting Marketing Segments
Positioning
Differentiation
Products, Services and Brands: Building Customer Value
Product Concepts
Services
Brands
New Product Development and Product Life Cycle Strategies
New Product Options
New Product Development Process
Concept of Product Life Cycle
Stages of Product Life Cycle
Implications and Limitations of Product Life Cycle Concept
Pricing: Understanding and Capturing Customer Value
Price Setting
Pricing Objectives
Factors Affecting Pricing Decisions
Pricing Strategies
Selection of Pricing Methods
Managing Marketing Channels
Marketing Channel
Types of Channels
Channel – Terms and Conditions
Evaluation of Channel Alternatives
Logistics and Supply Chain Management
Retail and Wholesale
Integrated Marketing Communications
Marketing Communication
Marketing Communication Mix
Communication Process
Integrated Marketing Communications
Marketing Communication Tools (Promotion Mix)
Advertising, Sales Promotion, Public Relations, Public Relations
Direct Marketing
Online/Digital Marketing
Sales Management
Functions of Sales Organization
Planning Functions
Administrative Functions
Structure of Sales Organization
Organizing and Managing Size of a Sales Force
Creating Competitive Advantage
Competitive Forces
Competitive Strategies and PLC Stages
Choosing Competitors
Strategic Options for Growth, Mature, and Declining Markets
The Global Marketplace
Levels of Global Marketing Involvement
International Market Entry Strategies
Opportunity Analysis
Key Decision Areas
Sustainable Marketing
Ethical Behaviour of Firms
Social Responsibility
REFERENCE
Kotler, Keller, Marketing Management 16th Ed. Publisher:Pearson. 2021
Lacobucci, Dawn. Marketing Management 6th Edition, 2021
Grading System
30 percent Term Examination
25 percent Quizzes
15 percent Attendance
10 percent Homework
10 percent Recitation
10 percent Seat work
100 percent
