PANPACIFIC UNIVERSITY

Urdaneta City
Graduate School

Course Syllabus in Marketing Management

2nd Trimester, 2022

Vision: Panpacific University becomes the Total University of Choice in the Pacific rim.

Mission: We are devoted to building better lives by pioneering teaching, learning and research. We are compassionate,
service-oriented in our pursuit of truth.

Core Values: Pioneering, Compassionate, Service-oriented and Truth

Goals: PUNP shall endeavor to:

1. establish a foundation of a total university of choice through strategic pillars consisting of fundamental beliefs and principles;
2. utilize balance scorecard perspectives to push for quality customer service;
3. etch a pathway of academic endeavor lined with relevant offerings that match the needs of the industry in a dynamic society;
4. operationalize the concept of a global village through dynamic linkages; and
5. constitute an empowered academic community which can respond to a versatile human resource for the development of
morally upright human life.

GS Vision: The Graduate School is an intellectual venue for socio-cultural transformation of graduate students in their quest for a culture of
excellence.

GS Mission: The Graduate School shall provide quality education to promote the frontiers of advanced knowledge and to
nurture the full potentials of its students.

GS Goals: To provide the academic framework for continuing intellectual and leadership development that enhances scientific inquiry and
scholarly research work in various advanced degree programs and fields of specialization.

GS Objectives: To have a more focused direction, the Graduate School has the following objectives:
1. Encourage the students to analyze and solve current issues and concerns with critical thinking;
2. Develop the intellectual powers and professional leadership among students in various academic fields of
specialization; and
3. Enhance potentials and abilities to synthesize, integrate and apply knowledge and skills they learned.
GS Core Values:
1. Professionalism
2. Hard work (smart work)
3. Self – discipline
4. Service-oriented
5. Commitment
6. Dedication

Graduate Attributes: Compassionate; Service-oriented

Program Outcomes:

A. Master’s Program – CMO 53 s. 2007:

(1.) Demonstrate in-depth understanding of a complex and coherent body of knowledge and skills in an area of study in education,
which may be applied in many types of school or other educational environments.
(2.) Demonstrate a higher order level of skill in the analysis, critical assessment, and application and communication of knowledge in
the field.
(3.) Develop an ability to apply knowledge and skills in the field to new situations in more creative and flexible ways, and to solve
complex problems in the field in ways that involve rigorous thinking and independent work.

B. Common to all programs in all types of schools (CMO 46, 2012): The graduates have the ability to:
(4.) articulate and discuss the latest developments in the specific field of practice. (PQF level 6 descriptor);
(5.) effectively communicate orally and in writing using both English and Filipino;
(6.) work effectively and independently in multi-disciplinary and multi-cultural teams (PQF level 6 descriptor);
(7.) act in recognition of professional, social, and ethical responsibility;
(8.) preserve and promote “Filipino historical and cultural heritage” (based on RA 7722); and

C. Common to all universities

(9.) Participate in the generation of new knowledge or in research and development projects

Curriculum Map:

Course Title Program Outcomes

 1 2 3 4 5 6 7 8 9
Yes Yes Yes Yes Yes Yes Yes Yes Yes

Course Code and Course Title: Marketing Management

Course Credit: 3 units – 6 meetings (2 hrs. per meeting)

Course Classification: Major

Semester and Year Offered: Second term, SY 2022

Course Description: Marketing Management serves as an introduction to the theory and practice of marketing. Students will
improve their ability to develop effective marketing strategies and assess market opportunities, as well as
design strategy implementation programs. In addition, students will have the opportunity to communicate
and defend their recommendations and build upon the recommendations of their peers. The course will
explore the theory and applications of marketing concepts through a mix of cases, discussions, lectures,
and individual assignments.
Course Outcomes: At the end of the term, students should be able to learn how marketers:
 Use core marketing concepts to evaluate marketing scenarios
 Analyze and assess complex marketing challenges
 Develop an integrated marketing strategy
Through case study discussions, written case write-ups and formal presentations you will learn to:
 Develop a comprehensive marketing analysis
 Build a persuasive argument
 Make marketing decisions backed by solid reasoning
 To listen critically and respectfully to the ideas of classmates

Course Outline: Week 1 - VMG of PU and Graduate School, Graduate Attributes, Program Outcomes
- Understanding Marketing Management
o Defining Marketing for the 21st Century
o Developing Marketing Strategies and Plans
- Developing Marketing Strategies and Plans
 o Capturing Marketing Insights
o Collecting Information and Forecasting Demand
o Conducting Marketing Research
Week 2 - Connecting with Customers
o Creating Long-term Loyalty Relationships
o Analyzing Consumer Markets and Business Markets
o Identifying Market Segments and Targets
– Building Strong Brands
o Creating Brand Equity
o Crafting the Brand Positioning
o Competitive Dynamics
Week 3 - Shaping the Market Offerings
o Setting Product Strategy
o Designing and Managing Services
o Developing Pricing Strategies and Programs
– Midterm Exam
Week 4 - Delivering Value
o Designing and Managing Integrated Marketing Channels
o Managing Retailing, Wholesaling, and Logistics
Week 5 – Communicating Value
o Designing and Managing Integrated Marketing Communications
o Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and
Public Relations
o Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and
Personal Selling Creating Successful Long-term Growth
Week 6 – Creating Successful Long-term Growth
o Introducing New Market Offerings
o Tapping into Global Markets
o Managing a Holistic Marketing Organization for the Long Run
– Final Exam and presentation of final output

Course Requirements:
Case write ups
Marketing plan
Grading System:
 Class Standing (CS): recitation, assignments, seat works, project(s)/term paper/case study
Periodic Test: Midterm and Final Examinations
Midterm Grade (MTG) = 60%CS + 40%MTE
Tentative Final Grade (TFG) = 40%CS + 60%FE
Final Grade = 50% MTG + 50% TFG

References:
Ac-ac, M. (2009). Principles of Marketing. Mandaluyong City:Anvil Publishing, Inc.
Collins, R. (2014). Wiki management, A revolutionary new model for a rapidly changing and collaborative world. New York, NY:AMACOM
Go J., Escareal-Go C. (2012). Marketing plan building the profitable preferred brand 2nd ed. Philippines
Inghilleri, L. (2011). Exceptional service exceptional profit. New York, NY:AMACOM
Kotler P., Armstrong G. (2008). Principles of marketing 12th ed. Pearson Education South Asia PTE. LTD. Philippines
Kotler P., Keller K. (2012). Marketing management 14th ed. Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458

Prepared by: Reviewed by:

JOY C. GAMBOA, Ph.D. ENGELBERT C. PASAG, Ph.D.

Professor Dean, Graduate School
Date: Date:

Instructional Plan

Week/ Intended Learning Topic T-L Activities Assessment Instructional References Remarks
Grading Outcome (ILO) Tasks Materials
Period (include ICT)
1 The students should be VMG, PUGS 1. Lectures/ Participation Power point Ac-ac, M. (2009). Principles of
able to develop Graduate Discussions Essay presentation Marketing. Mandaluyong
marketing strategies Attributes, 2. Case analysis Case studies Books City:Anvil Publishing, Inc.
and plans Program
The students should be Outcomes, Collins, R. (2014). Wiki
able to conduct Understanding management, A revolutionary
marketing research Marketing Mgmt new model for a rapidly
and analyze business Developing changing and collaborative
markets Marketing world. New York,
Strategies and NY:AMACOM
Plans
2 The students should be Connecting with 1. Lectures/ Participation Power point Go J., Escareal-Go C. (2012).
able to assess the Customers Discussions Essay presentation Marketing plan building the
importance of Building Strong 2. Case analysis Oral Books profitable preferred brand 2nd
branding Brands presentation ed. Philippines
Case studies
Reporting Kotler P., Keller K. (2012).
3 The students should be Shaping the Market 1. Lectures/ Participation Power point Marketing management 14th
able to develop Offerings Discussions Case studies presentation ed. Prentice Hall, One Lake
effective pricing 2. Case analysis Written Exam Books Street, Upper Saddle River,
policies. New Jersey 07458
4 The students should be Delivering Value 1. Lectures/ Participation Power point
able to identify Discussions Oral presentation Inghilleri, L. (2011).
different marketing 2. Case analysis presentation Books Exceptional service exceptional
channels. profit. New York,
NY:AMACOM
Kotler P., Armstrong G. (2008).
Principles of marketing 12th ed.
Pearson Education South Asia
PTE. LTD. Philippines
5 The students should be Communicating 1. Lectures/ Participation Power point
able to develop an Value Discussions Case studies presentation
effective marketing 2. Case analysis Written Exam Books
communications
program.
6 The students should be Creating 1. Lectures/ Participation Power point
able to: Successful Long- Discussions Oral presentation
Use core marketing term Growth 2. Case analysis presentation Books
 concepts to evaluate
marketing scenarios
Analyze and assess
complex marketing
challenges
Develop an integrated
marketing strategy

Prepared by: Reviewed by:

JOY C. GAMBOA, Ph.D. ENGELBERT C. PASAG, Ph.D.

Professor Dean, Graduate School
Date: Date: