Course Term SECOND Semester Academic Year 2019-2020

Course Title Marketing Management

Course Code PMC-MM MarkMan
Course Description: This course enables the students to explore the inextricable link between and among
language, culture, and society and its implications to the development of English as a
glocal language and the ways by which it is learned and taught.

Students will learn how language both reflects and creates thought, culture, identity and
power relations through varied learning activities.

COLOR CODING LEGEND – module 1 module 2 module 3 module 4

module 5 module 6

Week
Numbe Contents
r
1.3 Holistic Marketing Approach
1.3.1 Marketing Mix
1.3.2 Marketing Mix Coherency and Dynamics
1
1.4 Creating and Capturing Customer Value
1.4.1 Value Chain
1.5 Partnering to Build Customer Relationships

Understanding the Marketplace and Consumers

2.1 Environmental Analysis
2.1.1 Structure of the Marketing Environment
2.1.2 Micro and Macro Environment
2.2 Environmental Scanning
2.2.1 External Environmental Analysis
2.2.2 Customer Analysis
2.2.3 Competitor Analysis
2.2.4 Market Analysis
2.2.5 Company Analysis
2.3 Marketing Information Systems: The Concept
2
2.3.1 Components of a Marketing Information System
2.4 Computer Networks and Internet
2.5 Data Mining and Data Warehousing
2.6 Marketing Intelligence Systems
2.7 Marketing Research Process
2.7.1 Define the Marketing Problems and Set Objectives
2.7.2 Design Research Project
2.7.3 Data Collection Approach
2.7.4 Sampling Plan
2.7.5 Analyse the Information
2.7.6 Present the Findings
Consumer Markets and Consumer Buying Behavior
3.1 Types of Markets
3.2 Types of Customers in Consumer Market
3.3 Buyer or Consumer’s Behaviour
3.3.1 General Characteristics of Consumer Behaviour
3 3.3.2 Buying and Purchase Decision Process
3.4 Factors Influencing Consumer Behaviour
3.4.1 Cultural Factors
3.4.2 Social Factors
3.4.3 Personal Factors
3.4.4 Psychological Factors
4 Business Markets and Business Buyer Behavior
4.1 Business-to-Business Market: Classification of Business Customers
4.1.1 Traders
4.1.2 Manufacturers
4.1.3 Service Buyers
4.1.4 Systems Buyers
4.2 Business Buyer Characteristics
4.3 Purchase and Demand Patterns
4.3.1 Decision Approach and Purchase Patterns
4.3.2 Market Structure and Pattern of Demand
4.4 Factors Influencing Organisational Buyer Behaviour
4.4.1 Organisational Culture
 4.4.2 External Influences on Culture
4.4.3 Internal Influences on Culture
4.4.4 Types of Decision Situations
4.5 Organisational Buyer Decision Process
4.5.1 Problem Recognition
4.5.2 Product Specification
4.5.3 Product and Vendor Search
4.5.4 Product and Vendor Evaluation
4.5.5 Product and Vendor Selection
4.5.6 Performance Evaluation
4.6 Organisational Buying Roles
Designing a Customer-Driven Strategy and Mix: Creating Value for Target Customer
5.1 Requirements for Effective Segmentation
5.2 Bases for Segmentation
5.2.1 Geographic Segmentation
5.2.2 Demographic Segmentation
5.2.3 Psychographic Segmentation
5.2.4 Behaviouristic Segmentation
5.2.5 Benefit Segmentation
5.2.6 Demographic-psychographics Segmentation (Hybrid Approach)
5.2.7 Geo-demographic Segmentation (Hybrid Approach)
5 5.3 Targeting Marketing Segments
5.4 Positioning
5.4.1 Positioning Maps
5.4.2 Positioning Strategy
5.4.3 Positioning Approaches
5.4.4 Repositioning
5.4.5 Positioning Errors
5.5 Differentiation
5.5.1 Criteria for Differentiation
5.5.2 Tools for Differentiation
5.6 Application of Marketing Mix Strategic Perspective
6 PRELIMINARY EXAMINATION
Products, Services and Brands: Building Customer Value
6.1 Product Concepts
6.2 Services
6.2.1 Characteristics of Services
6.2.2 Classification of Services
6.2.3 Extended Marketing Mix for Services
7 6.2.4 Service Quality and Differentiation
6.3 Brands
6.3.1 Brand Identity
6.3.2 Brand Equity
6.3.3 Brand Image
6.3.4 Types of Brands
6.3.5 Branding Strategies
New Product Development and Product Life Cycle Strategies
7.1 New Product Options
7.2 New Product Development Process
7.2.1 Idea Generation
7.2.2 Idea Screening
7.2.3 Concept Testing
7.2.4 Business Analysis
7.2.5 Product Development
8 7.2.6 Test Marketing
7.2.7 Commercialisation
7.3 Concept of Product Life Cycle
7.4 Stages of Product Life Cycle
7.4.1 Strategies at Introduction Stage
7.4.2 Growth Stage
7.4.3 Maturity Stage
7.4.4 Decline Stage
7.5 Implications and Limitations of Product Life Cycle Concept
9 Pricing: Understanding and Capturing Customer Value
8.1 Price Setting
8.1.1 Price Competition
8.1.2 Non-price Competition
8.2 Pricing Objectives
8.3 Factors Affecting Pricing Decisions
8.4 Pricing Strategies
8.4.1 New Product Pricing
 8.4.2 Price Adaptation
8.4.3 Psychological Pricing
8.4.4 Promotional Pricing
8.5 Selection of Pricing Methods
8.5.1 Cost-based Pricing
8.5.2 Competition-based Pricing
8.5.3 Demand-based Pricing
8.5.4 Perceived-value Pricing
8.5.5 Product Range Pricing
8.5.6 Two-part Pricing
8.5.7 Bid Pricing
Managing Marketing Channels
9.1 Marketing Channel
9.1.1 Channel Functions
9.1.2 Role of Marketing Channels
9.1.3 Channel Design Decisions
9.1.4 Channel Management Decisions
9.2 Types of Channels
9.2.1 Consumer Product Channels
10
9.2.2 Industrial Product Channels
9.3 Channel – Terms and Conditions
9.4 Evaluation of Channel Alternatives
9.5 Logistics and Supply Chain Management
9.6 Retailing
9.6.1 Functions of Retailers
9.6.2 Strategic Issues in Retailing
9.7 Wholesaling
Integrated Marketing Communications
10.1 Marketing Communication
10.1.1 What is Promotion?
10.1.2 Why Promotion?
10.2 Marketing Communication Mix
10.2.1 Elements of the Promotional Mix
10.2.2 Selection of Promotional Mix
11 10.2.3 Promotion is an Act of Communication
10.2.4 Objectives of Promotion
10.3 Communication Process
10.3.1 Elements of the Communication Process
10.3.2 Communication Process—A Brief Promotional Decisions Integrated
Marketing Communications
10.3.3 Developing Effective Communications
10.4 Integrated Marketing Communications
12 MIDTERM EXAMINATION
Marketing Communication Tools (Promotion Mix)
11.1 Advertising
11.1.1 Setting the Advertising Objectives
11.1.2 Setting the Advertising Budget
11.1.3 Developing Advertising Strategy
11.1.4 Evaluating Advertising
11.2 Sales Promotion
11.2.1 Sales Promotion – Objectives
11.2.2 Sales Promotion Tools
11.3 Public Relations
13
11.4 Personal Selling
11.5 Direct Marketing
11.5.1 Direct Marketing – Objectives
11.5.2 Market Segmentation
11.5.3 Advantages of Direct Marketing
11.5.4 Direct Marketing Offer and Media
11.6 Online Marketing
11.6.1 Advantages
11.6.2 Disadvantages
11.6.3 Tools Used
Sales Management
12.1 Functions of Sales Organisation
12.2 Planning Functions
12.2.1 Sales Forecasting
14
12.2.2 Sales Budgeting
12.2.3 Selling Policy
12.3 Administrative Functions
12.3.1 Selection of Salesmen
 12.3.2 Training of Salesmen
12.3.3 Control of Salesmen
12.3.4 Remuneration of Salesmen
12.4 Structure of Sales Organisation
12.4.1 Geographic Sales Organisation
12.4.2 Product-based Sales Organisation
12.4.3 Customer-based Sales Organisation
12.4.4 Activity/Function-based Organisation
12.4.5 Hybrid Sales Organisation
12.4.6 Team-based Sales Organisation
12.4.7 Matrix Management Organisation
12.5 Organising and Managing Size of a Sales Force
Creating Competitive Advantage
13.1 Competitive Forces
13.1.1 Rivalry among Present Competitors
13.1.2 Threat of New Entrants
13.1.3 Bargaining Power of Suppliers
13.1.4 Bargaining Power of Buyers
13.1.5 Threat of Substitute Products
13.2 Competitive Strategies and PLC Stages
15 13.2.1 Offensive Strategies
13.2.2 Defensive Strategies
13.3 Choosing Competitors
13.4 Strategic Options for Growth Markets
13.4.1 Market Leader Strategies
13.4.2 Market Follower Strategies
13.4.3 Market Challenger Strategies
13.5 Strategic Options for Mature Markets
13.6 Strategic Options for Declining Markets
The Global Marketplace
14.1 Levels of Global Marketing Involvement
14.2 International Market Entry Strategies
14.2.1 Exporting
14.2.2 Contracting
14.2.3 Joint Venture
14.2.4 Direct Ownership
14.3 Opportunity Analysis
16 14.3.1 Political/Legal Considerations
14.3.2 Economic Considerations
14.3.3 Social/Cultural Considerations
14.3.4 Technological Considerations
14.4 Key Decision Areas
14.4.1 Product
14.4.2 Advertising and Promotion
14.4.3 Price
14.4.4 Distribution
Sustainable Marketing
15.1 Ethical Behaviour of Firms
15.1.1 Understanding the Ethical Conduct
15.1.2 Marketing Related Ethical Issues
17
15.1.3 Encouraging Ethical Behaviour
15.2 Social Responsibility
15.2.1 Social Responsibility Issues
15.2.2 Social Responsibility Issues – Philippine Scene
18 FINAL EXAMINATION

Course requirements
Midterm Individual Project:
Case Analysis/Case Study
Final Term Individual Project:
Marketing Strategy/Research Presentation