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S33 MarkMa Session 1

The document outlines the course objectives, requirements, and structure for a Marketing Management class taught by Professor Emilio Macasaet III, including developing a marketing plan for a group project using a company of their choice. Students will be evaluated based on class participation, exams, group presentations, and a final marketing plan paper. The marketing plan should follow the standard template of executive summary, situation analysis, marketing strategy, financial projections, and implementation controls.

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Alain Bernabe
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204 views18 pages

S33 MarkMa Session 1

The document outlines the course objectives, requirements, and structure for a Marketing Management class taught by Professor Emilio Macasaet III, including developing a marketing plan for a group project using a company of their choice. Students will be evaluated based on class participation, exams, group presentations, and a final marketing plan paper. The marketing plan should follow the standard template of executive summary, situation analysis, marketing strategy, financial projections, and implementation controls.

Uploaded by

Alain Bernabe
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MARKETING MANAGEMENT

Ateneo Standard MBA Program


S33 SPMARKMA. SAT 9:00am - 12:00nn.
Meet Your Professor…

Emilio Macasaet III


Marketing Management Course

1. Objectives
2. Outline
3. Requirements
4. Resources
Marketing Management Books
How you get your individual grades…

30% individual class participation


20% mid-term exam
20% individual performance in group presentations
30% final marketing plan
Main Output of the course: Marketing Plan

1. Final paper (in lieu of final exam) is your


group’s marketing plan (submit in both soft &
hard copies)
2. Find your group and the company you will use
to develop a marketing plan (preferably your
strama).
3. Sharpening the marketing plan. The last
remaining sessions before the final session will
be dedicated to group presentations of
marketing plans.
Marketing Plan Template (book)

The Marketing Plan Model


1. Executive Summary
2. Situation Analysis
3. Marketing Strategy
4. Financial Projections
5. Implementation Controls
Marketing Plan Presentation Format
Criteria Description % Weight

What is the current state of the business? What is your vision and
Background: State of
1 positioning? What are the updates of recent results? What is the 30%
the Business main issue or key issues the plan needs to address?

The one or two key targets for the upcoming period (e.g. profit,
2 Goals & Objectives 10%
market share, presence in a new market, etc…)

This is the heart of the plan where you present the top priorities for
the business. This is your choice(s) where, when, and how to play
3 Strategic Initiatives 30%
to win. This also intends to address your main business issue or
key issues.

4 Tactics Action plans how to execute your strategies. 10%

Risks and Highlight key risks. What might go wrong? What would be the
5 10%
Contingencies impact? What are your contingency moves then?

6 Milestones Use metrics to know whether you are on the right track. 10%
Part 1: Understanding Marketing Management

Chapter 1: Defining
Marketing for
the 21st Century

Developing Marketing
Chapter 2:
Strategies and Plans
Ch 1: Defining Marketing for the 21st Century

1. What is Marketing and Marketing


Management?
2. Core Marketing Concepts
3. The New Marketing Realities
4. Company Orientation Toward the
Marketplace
5. Updating the 4Ps
6. Marketing Management Tasks
What is Marketing?

Marketing is the activity, set of


institutions, and processes for
creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners,
and society at large. - American
Marketing Association
“MARKETING is the process of
continuously and profitably
satisfying target customers’ needs,
wants and expectations superior to
competition.”

- Josiah Go, June 1992. Contemporary Marketing Strategy in the Philippine Setting.
What is Marketing Management?

Marketing management as the


art and science of choosing
target markets and getting,
keeping, and growing
customers through creating,
delivering, and communicating
superior customer value.
“If you don’t
live your name
you don’t have
the right to
carry it.”
Core Marketing Concepts

1. Needs, Wants, and Demands


2. Segmentation, Target Markets, Positioning
3. Offerings and Brands
4. Value and Satisfaction
5. Marketing Channels
6. Supply Chain
7. Competition
8. Marketing Environment
4Ps of Marketing

1. Product 1. People
2. Price 2. Processes
3. Promotion 3. Programs
4. Place 4. Performance
Marketing Management Tasks

1. Developing Marketing Strategies and Plans


2. Capturing Marketing Insights
3. Connecting With Customers
4. Building Strong Brands
5. Shaping The Market Offerings
6. Delivering Value
7. Communicating Value
8. Creating Successful Long-Term Growth
Ch 2: Developing Marketing Strategies and Plans

The Marketing Plan Model


1. Executive Summary
2. Situation Analysis
3. Marketing Strategy
4. Financial Projections
5. Implementation Controls

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