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    Syllabus Grad School

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    Anonymous Uya1CUAqj
    This document outlines an advanced marketing course for PhD students. The course aims to provide students with frameworks and tools for effective marketing decision making. It covers topics such as developing business strategies, market opportunity analysis, strategic marketing programs, and implementing and controlling marketing plans. Students will analyze case studies and be evaluated based on class participation, presentations, case submissions, and exams.

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    Syllabus Grad School

    Uploaded by

    Anonymous Uya1CUAqj
    65 views3 pages
    This document outlines an advanced marketing course for PhD students. The course aims to provide students with frameworks and tools for effective marketing decision making. It covers topics such as developing business strategies, market opportunity analysis, strategic marketing programs, and implementing and controlling marketing plans. Students will analyze case studies and be evaluated based on class participation, presentations, case submissions, and exams.

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    Syllabus in Mrgl Econ

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    This document outlines an advanced marketing course for PhD students. The course aims to provide students with frameworks and tools for effective marketing decision making. It covers topics such as developing business strategies, market opportunity analysis, strategic marketing programs, and implementing and controlling marketing plans. Students will analyze case studies and be evaluated based on class participation, presentations, case submissions, and exams.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    65 views3 pages

    Syllabus Grad School

    Uploaded by

    Anonymous Uya1CUAqj
    This document outlines an advanced marketing course for PhD students. The course aims to provide students with frameworks and tools for effective marketing decision making. It covers topics such as developing business strategies, market opportunity analysis, strategic marketing programs, and implementing and controlling marketing plans. Students will analyze case studies and be evaluated based on class participation, presentations, case submissions, and exams.

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    UNIVERSITY OF NEGROS OCCIDENTAL-RECOLETOS

    COLLEGE OF BUSINESS AND ACCOUNTANCY


    Bacolod City

    ADVANCE MARKETING

    Course Code :

    Course Title : ADVANCE MARKETING

    Professor : Rosario Desabille-Abaring, RN, MAN, PhD-BM

    Course : This subject is a three (3)-unit subject designed to give PhD


    Description students the necessary tools and frameworks to effectively
    contribute in marketing decision – making regardless of
    whether you follow a career in marketing positions per se,
    or in another functional area.

    It sets to place greater emphasis on both the latest internet-


    based tools as well as time – tested marketing principles
    relevant to those who works in companies of all kinds, dot –
    com or others.

    COURSE OUTLINE

    SECTION 1 THE ROLE OF MARKETING IN DEVELOPING SUCCESSFUL BUSINESS


    STRATEGIES

    Chapter 1 The Marketing Management Process


    Case: “Samsung’s Lessons in Design,” issue: The Journal of Business and Design,
    Volume 9 No. 1
    Barba, Ma. Ilonah

    Chapter 2 The Marketing Implications of Corporate and Business Strategies


    Case: “Big Blue Goes for the Big Win”, BusinessWeek, March 10, 2008.
    Barba, Ma. Ilonah

    SECTION 2 MARKET OPPORTUNITY ANALYSIS

    Chapter 3 Understanding Marketing Opportunities


    Case: “Asia Gets Hooked on Wireless” BusinessWeek June 19, 2000.
    Caro, Shirley

    Chapter 4 Understanding Consumer Buying Behavior


    Case: “Carnival: Plenty of Ports in a Storm”, BusinessWeek, November 15, 2004
    Caro, Shirley

    Chapter 5 Understanding Organizational Markets and Buying Behavior


    Case: “ A Moving Story,” The Economist, December 7, 2002
    Gallego, Julie Ann

    Chapter 6 Measuring Market Opportunities: Forecasting and Market Knowledge


    Case: “ Intel’s Genevieve Bell: An Anthropologist at the Cutting Edge of Technology
    and Society: A Gartner Fellows Interview, April 23, 2010.
    Gallego, Julie Ann

    Chapter 7 Targeting Attractive Market Segments


    Case: “Burgeoning Bourgeoisie” special report, The Economist, February 24, 2009.
    Guilaran, Leonard

    Chapter 8 Differentiation and Brand Positioning


    Case: “Jared of Subway Fame Touts Healthy Lifestyle at Heart Walk Kickoff,” The
    Reporter, Vanderbilt Medical Center, October 3, 2003.
    Guilaran, Leonard

    SECTION 3 DEVELOPING STRATEGIC MARKETING PROGRAMS

    Chapter 9 Business Strategies: A Foundation for Marketing Program Decisions


    Case: The 3M Company 2010 Annual Report
    Mendoza, Donna

    Chapter 10 Product Decisions


    Case: “What’s Egg?” ABA Banking Journal, September 2002
    Mendoza, Donna

    Chapter 11 Pricing Decisions


    Case: “Lining Up for Profits”, The Economist, November 12, 2005.
    Rivera, Geofrey

    Chapter 12 Distribution Channel Decisions


    Case: “Coke’s Last Round”, Bloomberg BusinessWeek, November 1, 2010
    Rivera, Geofrey

    Chapter 13 Integrated Promotion Decisions


    Case: Knowledge @ Wharton, “No No No to Nano,” March 12, 2011
    Rosales, Kezeiah

    SECTION 4 STRATEGIC MARKETING PROGRAMS FOR SELECTED SITUATIONS

    Chapter 14 Marketing Strategies for a Digitally Networked World


    Case: “Amazon Launches Android App Store”, Financial Times, March 23, 2011
    Rosales, Kezeiah

    Chapter 15 Strategies for New and Growing Markets


    Case: “Quick Studies”, BusinessWeek, November 18, 2002
    Pere-ira, Mark Stephen

    Chapter 16 Strategies for Mature and Declining Markets


    Case: “Mining Money in Mature Markets”, Fortune, March 22, 1993.
    Pere-ira, Mark Stephen

    SECTION 5 IMPLEMENTING AND CONTROLLING MARKETING PROGRAMS

    Chapter 17 Organizing and Planning for Effective Implementation


    Case: “Electrolux: Brand Challenge”, The Economist, April 4, 2002
    Pere-ira, Mark Stephen

    COURSE METHODOLOGIES

    In this Course, an integrative approach will be used. Students shall lay out the
    Foundation and Concepts of the Marketing Management through presentation and
    discussion. Brainstorming shall also be advocated as a means to evaluate cases as
    herein provided.

    COURSE MODE OF EVALUATION & OUTPUTS

    Learning shall be individually measured through presentation, discussion, case


    analysis and submission of these cases for purposes of evaluation.

    Class Standing is composed of class participation, case analysis, group reporting and
    discussion, actual case submission at the end of the semester.

    Periodic exam will also be given basing on the scheduled examination dates of the
    College of Business and Accountancy

    GRADING SYSTEM
    25% Written Output
    25% Oral Performances
    20% Midterm
    30% Final Requirement
    COURSE REQUIREMENT

    Cases 1- 8 : WAC Deadline: Midterm Exam (Case study approach based on the topic
    assigned)
    Cases 9 – 15: WAC Deadline: Final Exam (Case study approach based on the topic
    assigned)
    COURSE REFERENCE

    Marketing Management: A Strategic Decision – Making Approach


    By : John W. Mullins/ Walker Jr.

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