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COURSE DESCRIPTION
A study that builds on the evolution of modern management toward a marketing-oriented
view of business; stressing the underlying principle of the marketing concept; and
integrating concepts in relation to consumer needs, marketing information, product
development, pricing, distribution, selling, advertising, and promotions.
II.
COURSE OBJECTIVES
At the end of the course, the student should:
a. Understand the basic principles, theories, concepts and dynamics of Marketing.
b. Apply these principles and tools in case analysis and to practical business decisionmaking situations.
c. Integrate the concepts/techniques learned through application in the preparation of a
comprehensive marketing plan.
d. Appreciate and learn more about Marketing as a career.
III.
TEXTBOOK
Philip Kotler and Gary Armstrong. Principles of Marketing. 144h Edition.
IV.
COURSE OUTLINE
A. DEFINING MARKETING AND THE MARKETING PROCESS
Course Overview
Marketing: Creating and Capturing Customer Value
Partnering to Build Customer Relationships
B. UNDERSTANDING THE MARKETPLACE AND CONSUMERS
Analyzing the Marketing Environment
Managing Marketing Information
Consumer Markets & Consumer Buyer Behavior
Business Markets & Business Buyer Behavior
C. CREATING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MIX
Customer-Driven Marketing Strategy
SUBMIT PROJECT PAPER #1: Parts I to III
Product, Services and Branding Strategies/New Product Development
Pricing Considerations and Strategies
SUBMIT PROJECT PAPER #2: Parts IV to VII
Distribution Considerations and Strategies
Integrated Marketing Communications Strategy
Understanding/Developing the Promotions Mix
Marketing Arithmetic: Preparing Financial Projections
SUBMIT PROJECT PAPER #3: Parts VIII to X
D. SOCIAL RESPONSIBILITY AND ETHICS
SUBMISSION OF FINAL MARKETING PLAN
FINAL ORAL DEFENSE
Chap 1
Chap 2
Chap
Chap
Chap
Chap
3
4
5
6
Chap 7
Chaps 8-9
Chaps 10-11
Chaps 12-13
Chap 14
Chaps 15-17
Appendix 2
Chap 20
15 percent
20 percent
15 percent
15 percent
5 percent
10 percent
20 percent
GRADE EQUIVALENTS
3.76
3.31
2.81
2.31
to
to
to
to
4.00
3.75
3.30
2.80
92-100
87-91
83-86
79-82
A
B+
B
C+
1.81 to 2.30
1.00 to 1.80
Below 1.00
76-78
70-75
Below 70
C
D
F
CONSULTATION HOURS:
Tuesday / Thursday
Wednesday
: 2:00 3:00 pm
: 2:00 4:00 pm
Marketing Background
A. Overview of the Industry
1. Market Size (Volume / Value)
2. Market Trends (Past 3-5 years)
B. Market Profile (General purchase and usage habits)
C. Environmental Analysis
1. Analysis of Opportunities and Threats
2. Key Success Factors
II.
Competitive Analysis
A. Competitive Positioning
B. Market Shares/ Sales Volume / Sales and Profit Trends
C. Marketing Strategies (for each of the 4 Ps)
D. Strengths and Weaknesses of Competition (in terms of 4 Ps)
III.
Company Background
A. Company Profile
B. Current Position of the Company/Brand in the Market
C. Company/Brand Strengths and Weaknesses Analysis
D. Brand Consumer Profile
1. Identified Market Segments
2. Market Needs Being Addressed
3. Buying Patterns
4. Usage Habits
E. Present Marketing Strategy
1. Segmentation, Targeting and Positioning
2. Marketing Mix (Four Ps)
3. Competitive Strategies Employed
IV.
V.
VI.
Marketing Objectives
A. Overall Marketing Objectives
(A Brief Description of the Plans Short Term Goals, i.e. 3 years)
B. Specific Objectives and Targets (3 years)
1. Market Shares
2. Sales (Volume and Value)
3. Profits
4. Distribution
VII.
X.
Attachments / Appendices