PANPACIFIC UNIVERSITY NORTH PHILIPPINES

Urdaneta City, Pangasinan

College of Business Education
COURSE SYLLABUS
1st Semester SY 2013-2014
I.

COURSE CODE
COURSE TITLE
CREDITS
PRE REQUISITE

:
:
:

MKT3
Marketing Management
3 units
:
Marketing 1, Management 1

II.

COURSE DESCRIPTION:

This course covers the nature, importance and techniques on sales

management. The organization and the different aspects of organizing
and strategic planning for selecting applicants for an effective sales force
are also emphasized. This also discusses planning for effective marketing.

III.

GENERAL OBJECTIVES:

At the end of this course, the students are expected to:

1. Understand different marketing breakthroughs that will inspired
them to strive their best in Marketing Management in their future
career.
2. Acquired knowledge and different techniques on Marketing
Management that could implement in the organization and different
aspects of organizing and strategic applicants for an effective sales
force.
3. Explore through personal interview or research an expert in
Marketing Management to testify and learn more ideas how
marketing management implemented in real business world as their
course project.
4. The will create a Marketing plan to implement their creative
marketing strategy connected with the mission and vision of PUNP.

5. To attend any PUNP Junior Marketing Association seminars or

trainings if there is an opportunity for this semester that could
develop our students personality and learning in Marketing field.

Specific Objectives

Discuss classroom policy,

course requirement and
syllabus

Refresh their ideas and

understand in Marketing
and Management
Define Marketing
Management.
Discuss the Four key
dimensions of holistic
marketing.
Discuss the best
marketing texts.

Course Outline

Time
Allotment

I.
Introduction
3 hours
Policy and guidelines/ syllabus
distribution. (1st day of class)
Marketing
Management
Why is Marketing Management
all about?
a. Internal Marketing
b. Integrated Marketing
c. Relationship Marketing
d. Performance Marketing
What Makes Marketing
Management the Marketing
Leader?
a. Depth
b. Breadth
c. Relevance

Strategies/
Methodologi
es
Lecture
Discussion
:refreshing
their ideas,
definition,
understanding
about
marketing and
management
Reflective
Teaching:
students
recapture his
experience in
Marketing 1
and
Management
2 thinks and
evaluates it.

Evaluation
Recitation
Group
Activity:
Listing down
the
recapture
learning and
experience
in previous
subject :
Marketing 1
and
Managemen
t2

II.

To discover and
understand the new
marketing realities.
Find the differences of
new consumer
capabilities. Where in it
should be consider what
consumers have today
and didnt have yesterday.
To illustrate the
importance of new
consumer capabilities:
New forces also have
combined to generate a
new set of capabilities for
todays companies.

The New Marketing

Realities
Major Societal Forces
a. Network information
technology.
b. Globalization.
c. Deregulation.
d. Privatization.
e. Heightened competition.
f. Industry convergence.
g. Consumer resistance.
h. Retail transformation.
i. Disintermediation
New consumer Capabilities
a. A substantial increase in
buying power.
b. A greater variety of
available goods and
services
c. A greater amount of
information about
practically anything.
d. Greater ease in interacting
and placing and receiving
orders.
e. An ability to compare notes
on products and services.
f. An amplified voice to
influence peer and public
opinion.
New Company Capabilities
a. Marketers can use the

9 hours

Lecture
Quiz
Reading
Recitation
Discussion
Microteachin
g: after
gaining brief
lesson we
give feedback
about new
consumer
capabilities.

Explain and define

marketing management
from our marketing

internet as powerful
information.
b. Researchers can collect
fuller and richer information
about markets, customers,
prospects and competitors.
c. Managers can facilitate and
speed internal
communication.
d. Target marketing and two
way communication.
e. Marketers can send ads,
coupons, samples, and
information to customers.
f. Companies can reach
consumers on the move
with mobile marketing.
g. Firms can produce
individually differentiated
goods.
h. Managers can improve
purchasing, recruiting,
training and internal and
external communication.
i. Corporate buyers can
achieve substantial savings
by using the auction or by
posting their own terms.
III.
Marketing Management
Definition of Marketing
3 hours
management experts
Marketing Management by
Philip Kotler

Lecture
Discussion

Recitation
Assignment

management gurus.

Marketing Management by
Peter Druker
Marketing Management by
AMA
( American Marketing
Association)

To appreciate the task

functions/ steps and
question of marketing
management.
To illustrate the steps/
questions how it is
connected to the task
function.

IV.

Illustrate the flow of 5

marketing Era.
Discuss the reasons of
changes in the different
Era.

V. 5

The Task function/

Steps/ question of
marketing management
P.R.I.C.E= Planning, Research,
implementation, control and
evaluation
Steps/ Questions:
Where are we now?
Where would like to be?
How do we get there?
How do we make sure we get
there?
How do we know if we got
there?

2 hours

Era of Marketing Evolution:

Product orientation Era
Selling orientation Era
Marketing orientation Era
Societal Marketing orientation
Era

2 hours

Lecture
Discussion

Recitation

Prelim
Examinatio
n

Lecture
Discussion

Assignment
Recitation
Group
activity

On line marketing orientation

Era

Discuss and illustrate the

5 Marketing Management
Philosophies.

VI. 5 Marketing Management

Philosophies
Manufacturing Concept
Product Concept
Selling Concept
Marketing Concept
Societal Concept

2hours

Lecture
Discussion

To understand why
marketing research is
necessary?
To identify and explain the
process of marketing
research.

VII. Marketing Research

Why marketing research is
necessary?
How to plan your marketing
research?
Marketing objectives
The information required
How to obtain the information
Collected Data
Analyze of Data

6 hours

Lecture
Recitation
Discussion
Discussion
Microteachin
g: after
gaining brief
lesson we
give feedback
about new
consumer
capabilities.
Midterm
Examinatio
n

4 hours

Lecture
Interactive
Discussion

VIII. Marketing Plan

To develop decision
Purpose of A Marketing Plan
making and responsibility
by the market plan as part
Parts of Marketing Plan
of their requirement.( to
be pass with the market
research before final

Quiz
Recitation
Assignment

Recitation

exam).

Identify a specific set of

tasks that make up
successful marketing
management and
marketing leadership.

To present in class by
group the gathered
information through the
conduct interview.
To elaborate some ideas
in real marketing
management
implementation in
business world.

Discuss clearly the

strategy and sales
program planning
To illustrate the
importance of resources
topic for the sales

IX. Marketing Management

Tasks
Developing Marketing
Strategies and plans
Capturing Marketing insights
Connecting with customers
Building Strong Brands
Shaping the market offering
Delivering Value
Communicating Value
Creating Long Term

Explore through personal

interview or research an
expert in Marketing
Management to testify and
learn more ideas how
marketing management
implemented in real business
world as their course project.

X. The Sales Force Decision

pp.33
Business Strategy:
a. Business Mission
b. Establishing Goals
c. Strategies

6 hours

Lecture
Discussion

Quiz
Recitation
Group
activity

2 hours

Special
Reports:
Project
Presentation:
regarding the
personal
interview or
research
conducted by
group.

Recitation
Project

5 hours

Lecture
Discussion
Concept
Teaching:
Hierarchy of
Sales

Quiz
Recitation

executives to know need

to know how to perform
these activities when their
starting up new sales
force.

Marketing Strategy:
a. Low cost strategy
b. Differentiation strategy
c. Niche Strategy
d. Segmentation and target
marketing
e. Positioning Strategy

Objectives/
business
strategy and
high profit
sales force
program.
Case study

Semi-Final
Examinatio
n

To analyze the concept of

strategic implementation
decision
Explain what is meant by
strategic implementation
decision

XI. Strategic Implementation

Decision
Go- to Market Strategy
a. Segmenting the market
b. Sales Process activities
Go- to Market Participants
a. Advertising and Promotion
b. Telemarketing
c. Internet
Face to face selling
alternatives
a. Independent sales agents
b. Resellers
c. Integrators
d. Alliances

5 hours

Lecture
Discussion
Concept
Teaching:
Essential
Activities

Quiz
Recitation
Assignment

Discuss the forms of a

comprehensive strategy:
discussion will deal with
various aspects of an
effective marketing
strategy and the
usefulness of knowing

XII. Forms of a comprehensive

marketing strategy:
A market strategy
A product strategy
Competitive strategy
Marketing Research
Statistical Research

5 hours

Discussion
Reporting:
By Group
Field trip:
Seminars of
PUNP JMA if it
is outside the

Recitation
Seminar
Group
activity
Project:
Submit the
of

how to gather the

important facts needed by
the new entrepreneur for
his business.
To learn from the experts
of PUNP JMA seminars that
could add to the new
trends/marketing
development ideas of
marketing.

Survey Research
Applied Research Data

54 hours

campus.
PUNP JMA
SEMINARS: at
least could
attend once if
there is an
opportunity.

interview
/research
expert in
marketing
managemen
t.
(hard copy)

Reflective
teaching:
From their
experience in
flied trip they
will make a
written out
put that is
useful for
Marketing
management
as their
project for this
grading.

Including
the
marketing
plan they
created
connected
to the vision
and mission
of PUNP. As
an individual
requirement.

Final Exam

V.

COURSE REQUIREMENTS:
A. Class Standing
70%
Quizzes
25%
Attendance
10%
Recitation
10%
Assignment
5%
Attitude
10%
Project / Any Seminar in Marketing
/ Reporting/Group Activity
10%
B. Examination
30%
TOTAL
100%

VI.

REFERENCES:
1. David L. Kurtz, Principles of Marketing, Copyright 2007 by South Western
2. William L. Cron / Thomas E. DeCarlo, Sales Management 9th edition, 2008
3.Dwyer, F. Robert et al, Business Marketing Connecting, Strategy Relating and Learning, Mc-Graw Hill,
2010
4. Young, Felina et al, Principles of Marketing, Rex Bookstore, 2008
5. Philip Kotler, Kevin Lane Keller, Marketing Management 13th edition, 2008
6. Josiah Go, Marketing Plan building the profitable preferred brand, 2007
VII.
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5.

WEBSITES:
www.slideshare.net
www.studywithchloe,blogspot.com
www.businessdictionary.com
www. lighting.philips.com
www.marketing91.com

Prepared by:

Checked by:

MARIJONA E. SUZUKI, MBA

DONNA P. TAGUIBA, Ph.D.

Instructor

Dean, College of Business Education