Marketing Management Course Plan and Notes

Course Plan – Advanced Marketing Management
Dr. Roberto P. Gabiola

Session
Course Topics
Reporter
Activity/Evaluation

Week 1
Nov 14, 2013

Organization of group
Introduction to case analysis

Professor

Orientation / organization of class
Lecture / class discussion

Week 2
Nov 21, 2013

Overview of Marketing Management
The 4 Ps to 4 Cs of Marketing Management

Professor

Lecture / class discussion

Week 3
Nov 28, 2013

Approaches of Marketing Management
Analyzing the business environment
S.T.P. (segmentation, target market, positioning)

Professor

Lecture / class discussion

Week 4
&
Week 5

Succeeding in Product Management:
Product positioning; product life cycle
Process in new product development
Branding, packaging, labeling

Group 1

Oral report; peer critic
Comprehension & logical analysis of concepts and theories

Week 6
&
Week 7

Pricing of products
Price setting
Objectives of pricing
Responding to price changes
Break-even analysis

Group 2

Oral report; peer critic
Comprehension & logical analysis of concepts and theories

Week 8
&
Week 9

Development of channel of distribution
Designing distribution channel & channel designs
Channel management decisions
Strategies

Group 3

Oral report; peer critic
Comprehension & logical analysis of

concepts and theories

Week 10

Jan 23, 2014

Integrated Marketing Communications:
Developing an IMC
The promotion mix: a communication toolkit
Evaluation & controlling salesforce performance

Group 4

Oral report; peer critic
Comprehension & logical analysis of concepts and theories

Week 11

Week 12

Global Marketing:
Decisions in entering the global markets
Entry strategies

Electronic Marketing
Internet buying and selling
New economy strategies
Philippine Commerce Law

Group 5

Oral report; peer critic
Comprehension & logical analysis of concepts and theories