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HOLY CHILD COLLEGE OF

DAVAO, INC.
Jacinto Zamora Sts., Davao City, Philippines

Course Syllabus
Business Administration Department
Course Code: MM3
Course Name: Marketing Management
Pre- requisite: MKTG1
Course Credit: 3 Units
Contact Hours/week: (3 hours)
Course Objective:
At the end of the course, the students are able to learn:
1. Managerial perspective on understanding marketing functions;
2. Concepts and tools in analyzing markets;
3. Develop customer value and competitiveness;
4. Construction of strategies for market selection and practical selection of marketing mix;
Course Description:
This course concentrates on the managerial tasks in analyzing the changing market conditions, formulating and implementing
comprehensive strategies to sustain competitive advantage of marketing decisions. Strategic concepts and tools that guide how company chose its
target markets will be given preference in order to differentiate successfully against competitors. This course will also provide relevant insights on
the contemporary views Marketing Management to achieve readiness to the changing market environment.
Time
Frame
12 Hours
Week 1-4

Desired Learning Outcomes


(DLO)
At the end of the learning
session, the students will be able
to:
Define marketing
management
Know the scope of
marketing
Learn the Importance of
Marketing
Updates to Marketing
Management

Course Content/Subject
Matter
Defining
Marketing for the
21st Century
Developing
Marketing
Strategies and
Plans
Conducting
Marketing
Research
Creating Long-

Teaching Learning
Activities (TLAs)
Facilitation of
assigned topics

Assessment
Task (ATs)
Quizzes
Oral recitation

Presentation

Values
Integration
Time
Management

Resource
Material
Laptop
LCD
Projector

Brainstorming
Discussion
Reaction Paper

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12 Hours
Week 5-8

Term Loyalty
Relationships

Identify Core marketing


concepts
Learn the Market
research process
Measure market
productivity
Build customer value,
satisfaction and loyalty
Maximize customer
lifetime value

At the end of the learning


session, the students will be able
to:
Know the Factors
influences consumer
behavior
Know the buying
decision process
Know organizational
buying
Learn the participants in
the business buying
process
Learn the steps in
procurement process
Learn bases for
segmenting consumer
markets
Learn bases for
segmenting business
markets
Know The role of brands
and scope of branding

Analyzing
Consumer
Markets
Analyzing
Business Markets
Identifying Market
Segments and
Targets
Creating Brand
Equity
Crafting the Brand
Positioning

Presentation

Quizzes

Discussion

Oral Recitation
Reaction Paper

Responsiveness
and Diligence
in following
Steps and
Procedures

Laptop
LCD
Projector
Chart

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15 Hours
Week 9-13

12 Hours
Week 1418

Build brand equity


Design the framework of
holistic marketing
activities
Determine the
competitive frame of
reference
At the end of the learning
session, the students will be able
to:
Analyze Competitive
strategies for market
leaders and other
competitive strategies
Classify products
Learn the nature of
services
Understand pricing
Learn the factors in
setting price
At the end of the learning
session, the students will be able
to:
Know general managing
practices in retailing,
wholesaling and
logistics
Know the role of
marketing
communications
Develop and manage
advertising program and
campaigns

Competitive
Dynamics
Setting Product
Strategy
Designing and
Managing
Services
Developing
Pricing Strategies

Presentation

Quizzes

Discussion

Oral Recitation

Managing,
Retailing,
Wholesaling and
Logistics
Designing and
Managing
Integrated
Marketing
Communications
Managing
Personal
Communications

Presentation

Quizzes

Discussion

Oral Recitation

Justness and
Fairness in
Price Setting

Laptop

Dedication in
Managerial
Profession

Laptop and
Speakers

LCD
Projector

Reaction Paper

Reaction Paper

LCD
Projector

Role Playing

References:

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Kotler, Philip and Kevin Lane Keller, Marketing Management 14 th Edition, (Prentice Hall, New Jersey, 2012)
Course Requirements:
Reaction paper
Quizzes
Marketing Plan
Grading System:
Examination
Class Participation
Quizzes/Assignment
Attendance

40%
20%
30%
10%
100%

Policies and Guidelines:

Discipline in the Classroom


Students are expected to be in their classroom during class hours.
Students must follow the seating arrangements and other guidelines set by the class at the start of the semester.
Students are responsible for the care of their valuables.
Chairs must be arranged before leaving the room.
Writings on the blackboards must be erased after each class.
Show courtesy and politeness.
Respect others as well as their opinions.
Practice teamwork by being collaborative, cooperative and supportive in whatever learning activities initiated within and outside the
classroom.

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