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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
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
Page 1 of 4
12 Hours
Week 5-8
Term Loyalty
Relationships
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
Page 2 of 4
15 Hours
Week 9-13
12 Hours
Week 1418
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:
Page 3 of 4
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%
Page 4 of 4