UNIVERSITY OF MAKATI

J.P. Rizal Ext. West Rembo, Makati City

COURSE OUTLINE

COLLEGE OF BUSINESS AND FINANCIAL SCIENCE

DEPARTMENT OF BUSINESS ADMINISTRATION

COURSE TITLE COURSE CODE

MARKETING MANAGEMENT
COURSE PREREQUISITE/CO-REQUISITE UNITS
3

COURSE DESCRIPTION
This course covers the nature, importance and techniques on sales management. The
organization and the different aspects of organizing and strategic planning for selecting applicants
for an effective sales force are also emphasized. This also discusses planning for effective
marketing.
COURSE INTENDED LEARNING OUTCOMES
At the end of the course, the students should be able to:

1) Recognize the importance of marketing in an organization, how marketing relates to other

business functions, and the role of marketing in society at large.
2) Do basic secondary research relative to marketing in an organization (e.g., by using Internet
search engines, such as Yahoo, Google, etc.)
3) Select, analyze and define a target market for a selected product or service.
4) Develop a marketing strategy for a product or service (e.g., company objectives, marketing
objectives, target market(s), advertising, pricing, distribution, product/ service development,
evaluation of competitors, contingency plans, budget, etc.)
5) Evaluate/analyze the marketing strategy for an existing product and/or services. Know the
basic marketing concepts and theories.

WEEK SESSION CONTENT

1 ORIENTATION FOR ONLINE CLASS
GETTING TO KNOW YOU
CLASSROOM ROUTINES AND PROCEDURES
1
2 UNIVERSITY, COLLEGE DEPARTMENT & COURSE VISION, MISSION &
OBJECTIVES
THE OBTL (COURSE) PLAN & THE 21ST CENTURY SKILLS

A. Ethics and Business

3
2
4
3 5
6
1. Nature of Business, types
and
its forms
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 UNIVERSITY OF MAKATI
J.P. Rizal Ext. West Rembo, Makati City

2. The Importance of Ethics

in Business
3. The Relationship Between
Ethics and Business
4. The Morality of Profit
4
7
8
5. Definition of Business
Analyzing the Marketing Environment and Its Impact on Strategy
 The Marketing Environment
 The External Environment
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5  The Competitive Environment
10  Importance of Environmental Scanning
11 Segmenting, Targeting and Positioning
6  Reasons for Segmenting Markets
12
7  Bases for Market Segmentation
13
 Segmenting Industrial Markets
14
 Bases for Market Segmentation
 Macro Segmentation
 Positioning
 Market Repositioning

E. Ethics and Social

Responsibility
1. The Concept of Corporate
Social Responsibility
2. Historical Phases of CSR
The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
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 UNIVERSITY OF MAKATI
J.P. Rizal Ext. West Rembo, Makati City

3. Perspective on CSR
4. Assessment on the Practice
of CSR
5. The Four Corporate Social
Responsibilities
6. Social Responsibility
Towards
Consumers
7. Social Responsibility
Towards
15
8 Case Study
16
17
9 MIDTERM EXAMINATION
18
19 Product & Service Concept
10  Marketing Mix
20
11  Modern Marketing Mix
21
 Product Dimensions
22
 Types of Products
 Four Types of Consumer’s Products
 Product Mix and Product Line Concepts

G. Ethical Issues and Problems

in Business and the Corporate
World
1. Sexual Harassment
2. The Problem of Just Wage
and
The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
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 UNIVERSITY OF MAKATI
J.P. Rizal Ext. West Rembo, Makati City

Unfair Compensation
3. Unjust Dismissal
4. Gift-giving and Bribery
5. Multi-Level Marketing and
Pyramiding
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23 6. Whistle Blowing
Branding, Packaging and Labeling
 Branding
24
 Why is Branding Important
25
 Types of Brand Names
 Packaging
 Functions of Packaging in Details
13  Product Labeling
26  Some of the Key Approaches to Product Labelling that need to be
Considered
 Product Warranties

27 Marketing Channels and Supply-Chain Management

14  Marketing Channels
28
 Roles of marketing channel in marketing strategies
29
 There are four main types of marketing channels.
 Functions of Marketing Channels
15  Marketing Channels for Consumer and Business Products
30  The Value of Channels
 Channel Selection

31 Integrated Marketing Communications

16  Promotion Mix
32
17  Elements of Promotion Mix
33
 Factors Affecting Promotion Mix
34
 Product Life Cycle
 Kinds of Promotion
 Elements of Marketing Communication Mix
The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
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 UNIVERSITY OF MAKATI
J.P. Rizal Ext. West Rembo, Makati City

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18 FINAL EXAMINATION
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REQUIRED READINGS (TEXTBOOK)

Kotler, P and Keller, K.L.(2012). “Marketing Management”. New Jersey, USA. Pearson
Education, Inc.

SUGGESTED READINGS

American Marketing Association, “Definition of Marketing,” www.marketingpower.com/AboutAMA/

Pages/DefinitionofMarketing.aspx, 2007; Lisa Keefe, “Marketing Defined,” Marketing News,
January 15, 2008, pp. 28–29.

John R. Brandt, “Dare to Be Different,” Chief Executive, May 2003, pp. 34–38.

Stephanie Clifford, “A Video Prank at Domino’s Taints Brand,” New York Times, April 15, 2009;
Thom Forbes, “Domino’s Takes Cautious Approach to ‘Prank’ Video,” Ad Age, April 15, 2009.

Peter Drucker, Management: Tasks, Responsibilities, Practices (New York: Harper and Row,
1973), pp. 64–65.

Philip Kotler, “Marketing: The Underappreciated Workhorse,” Market Leader Quarter 2 (2009), pp.
8–10.

Michael Learmonth, “Social Media Paves Way to WhiteHouse,” Advertising Age, March 30, 2009, p.
16; Noreen O’Leary, “GMBB,” AdweekMedia, June 15, 2009, p. 2; John Quelch, “The Marketing
of a President,” Harvard Business School Working Knowledge, November 12, 2008.

Product Management. Bryan Lawley and Pamela Schure; John Wiley & Sons, Inc., Kindle Edition.
2018.

Irving J. Rein, Philip Kotler, Michael Hamlin, and Martin Stoller, High Visibility, 3rd ed. (New York:
McGraw-Hill, 2006).

COURSE REQUIREMENTS
a. Assignments e. Midterm Exam
b. Quizzes f. Final Exam
c. Recitation
d. Activities

GRADING SYSTEM
Midterm 50% and Final Term 50% = 100% (FINAL GRADE)
CS (Class Standing) - 70% and Major Exams 30% = 100% (Term Grade)
CS (Class Standing) - 70% Breakdown
20 % Recitation/Class Participation
15% Group Activities
15 % Quizzes
10% Attendance
10 % Attitude
70 % Total Class Standing
*Minimum of Three (3) maximum of Five (5) quizzes per period
*Projects/Research/Final Requirement Documentations may be considered as substitute to FINAL
EXAMS on selected courses

CLASSROOM POLICIES

The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
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 UNIVERSITY OF MAKATI
J.P. Rizal Ext. West Rembo, Makati City
A. Attendance, Class Participation, and Make-Up Examinations

Attendance, attitude, and preparation are important. Positive contributions to the class can
provide rich reciprocal learning experiences. The right attitude means: a desire and willingness
to study and learn, preparation as directed, and putting forth effort even when it may be
inconvenient or difficult. It also means: being ready to answer questions when called upon,
volunteering answer to questions or asking questions (even when you feel they may seem a
little "dumb"), and actively listening to the instructor and other class members. Carrying too
many units, working too many hours, etc., (usually symptoms of poor time management) will not
be given much consideration in the determination of the final grade. ABSENSES (as well as
tardies) will definitely negatively affect grades. Make-up exams are exceptions, and only given
on the basis of instructor/student agreement for significant and compelling reasons. The total
number of absences/tardiness, regardless of the reason, determine the grade for this portion of
the course. Memorandums to the instructor explaining necessary absences can mitigate their
effect and BIPs can help offset the impact of absences.

Students are expected to have all lessons, papers, presentations, etc., prepared on the dates
indicated, to come in class with the required materials, to take notes, and to read the
assignments by the dates due. Assignments turned in late will no longer be accepted.

B. Class Assignments and Homework

The cases, problems, and exercises assigned are to be done completely, neatly and on time
according to the more complete instructions given in class at the time of the assignments. The
class work and assignments must be kept PROPERLY in which may be checked periodically.

C. Term Project Presentation

The term project, on an approved topic, will be due as indicated. Groups consisting of a
maximum of five (5 ) students will be formed by the instructor at the beginning of the semester.
Each group will be involved in one project that will be presented to the class at the end of the
term. A key purpose of the group projects is to provide students with a comprehensive
experience working in a group or team.

D. Examinations

The examinations may consist of multiple choice, true/false, and essay questions which
measure the ability to know and apply principles of good management. Other types of questions
may be included. The questions will cover the lectures, class discussions, activities, videos,
exercises, and textbooks. The mid-term and final may include multiple choice questions on the
test as well as application exercises. Exams will place an emphasis on understanding important
concepts and principles and on the application of these concepts and principles. All exams
include concepts covered up to the time of the exam. Moreover, for examination purposes, you
are responsible for all assigned material covered in lectures and class discussions. All students
are expected to take the examination AS SCHEDULED. A makeup will be scheduled close to
the regular exam date if failure to take the exam due to participation in university-sanctioned
activities and programs, personal illness, or special family circumstances. Proper documentation
will be required in ALL the above mentioned cases. Otherwise, makeup exams will be given
along with the next exam.

E. Academic Dishonesty:

Students are expected to act with academic integrity. Academic dishonesty includes but is not
limited to cheating on quizzes and submitting work that is not your own. Failure to honor this
code will result in failing the course.

F. Classroom Atmosphere:

As a student within the College of Business Administration, it is expected that you are being

The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
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 UNIVERSITY OF MAKATI
J.P. Rizal Ext. West Rembo, Makati City
provided with education and training for a career in the business world. The classroom
atmosphere should reflect the development of habits of behavior that will ultimately contribute to
your success in the business world. Consequently, the policies established in this course are
designed to promote and maintain a business-like atmosphere and to promote an environment
conducive to learning. The expectations for this course include punctuality, good manners and
courteous behavior, removal of hats while in the classroom, and turning OFF your cell phones.
Anyone who does not follow these standards will be asked to remove themselves from that
lecture.

CONSULTATION HOURS
Every Friday from 1:30 p.m. to 3:00p.m.

COURSE PROGRAM
Business Administration
COURSE TITLE SCHEDULE TIME ROOM
Marketing
Management
COLLEGE
FACULTY DEPARTMENT HEAD DEAN
SECRETARY
Dr. Juvy S. Llorca Dr. Nemesio Barbosa Dr. Liza G. Rivera Dr. Dennis A. Sandoval

The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
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 UNIVERSITY OF MAKATI
J.P. Rizal Ext. West Rembo, Makati City

The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
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