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7/31/2019 UP MBA 230 Course Outline.1004746
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7/31/2019 UP MBA 230 Course Outline.1004746
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Third Trim 2010-2011 MBA 230 Marketing Management
BM 230 Marketing Management Syllabus
3. Use with mastery basic tools of segmentation, targeting, and positioning aswell as strategic market planning.
4. Gain a solid foundation of the fundamental marketing decision-makingtools and management of all of the elements of the marketing plan
CourseStructureAndApproach
1. Theoretical
This includes the study of theories, principles, conceptual tools, and tech-niques in managing the marketing functions. Students are required to readspecified topics from textbook, references, and supplementary material.
(Please see Reading List below.)
2. ApplicationsThis involves the practice of the theories learned through different simula-tions of realistic situations, primarily through cases.
The course is highly interactive between the class and the instructor. Through casestudies/presentations, problems, and specific company client activities, students
will have the opportunity to use the concepts, ideas, and strategies presented inclass. Problem-solving sessions occur in both individual (primarily) and team (occa-sionally) settings.
This graduate course will incorporate a lecture and case-based discussion approachto marketing management.
CourseOutline
Mtg # TOPICS Assignment Readings
1, 2 MODULE 1:Understanding Marketing Management
A.
Introduction, Class Profile andExpectationsB. Case Analysis TechniquesC. Defining Marketing for the 21st Cen-
turyD. Developing Marketing Strategies and
PlansE. Gathering Information and Scanning
the Environment
Case 1:
Case 2: Mobile Telephones
Ch1, 2,3
7/31/2019 UP MBA 230 Course Outline.1004746
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Third Trim 2010- 2011MBA 230 Marketing Management
BM 230 Marketing Management Syllabus
3, 4,5, 6
MODULE 2:Capturing Marketing Insights
A. Conducting Marketing Research andForecasting Demand
B. Analyzing Consumer MarketsC. Analyzing Business MarketsD. Identifying Market Segments and
Targets
Case 3: Nescafe Phils
4, 5, 6, 7,8
7, 89
MODULE 3:Shaping the Marketing Offerings
A. Creating Brand EquityB. Crafting Brand PositioningC. Setting Product StrategyD. Developing Pricing Strategies and
Programs
Case 4: Splash
9-14
10 MIDTERM EXAMS
11,12,13,
14
MODULE 4:Delivering and Communicating Value
A. Designing and Managing IntegratedMarketing Channels
B. Managing Retailing, Wholesaling,and Logistics
C.
Designing and Managing IntegratedMarketing Communications
Case 5: Gateway 15-19
15, 16 MODULE 5:Contemporary Marketing Issues
A. Tapping into Global MarketsB. Marketing and the InternetC. Managing a Holistic Marketing
Organization
Case 6: Jollibee
17-18MODULE 6:Integration Exercise : Marketing Plan
19 FINAL EXAMS
READINGLIST
Textbook :
Kotler, Philip; Kevin Keller, Swee Hoon Ang. Marketing Management: An AsianPerspective, 5th edition, Prentice Hall 2007
7/31/2019 UP MBA 230 Course Outline.1004746
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