Marketing Management STANDARD PDF

Ateneo Graduate School of Business
Rockwell Center, Makati City
MARKETING MANAGEMENT
Ateneo-Standard MBA Program
Revised: March 2014
MARKETING CLUSTER
Ateneo Graduate School of Business
Rockwell Center, Makati City
COURSE TITLE:
MARKETING MANAGEMENT
COURSE CODE:
MARKMA
COURSE DESCRIPTION:
The course is designed to provide learners with knowledge on the fundamental concepts
and practices of Marketing in the context of the new economy. It will focus on the formulation
and implementation of marketing strategies in the areas of brand equity, products and
services, pricing, distribution, advertising and promotion, and competition. These strategies
will be discussed considering the current business environment including such realities such
as hyper competition, digitalized technologies and the empowered consumer. The course
will also help learners gain a good understanding of administrative processes where
Marketing plays a central role in the game of demand creation, customer satisfaction and
customer relation management. Furthermore, it will also show how ethical and socially
responsible Marketing practices can help in nation building.
COURSE OBJECTIVES:
Upon completion of the course, the students are expected to:
1. Understand the important role of marketing as a core function in organization both profit
and non-profit and its impact to society.
2. Identify potential marketing opportunities transforming them into business builders for
ethical and corporate citizenship;
3. Appreciate the importance of research in the decision making;
4. Understand the needs and wants of target customers , their behavior and their decision
issues;
5. Discuss how brands are built including; brand elements, brand positioning, brand
promise, brand association, and brand communication;
6. Apply concepts and strategies related to products and services, pricing, distribution,
promotion, market analysis, and differentiation;
7. Conduct marketing planning, implementation and control;
8. Understand the product life cycle and the strategies that can be applied to various stages
of the product life cycle;
9. Recognize global and regional trends and development in the marketing field as they
respond to the changing business environment;
Marketing Management
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10. Make strategic and innovative marketing discussions in an unpredictable environment

and in a global context; and
11. Promote social responsibility and work towards making a contribution to nation building
through various marketing activities.
COURSE OUTLINE:
SESSION
1
TOPIC
Understanding Marketing Management
Chapter 1: Defining Marketing for the Twenty-First Century
Chapter 2: Developing Marketing Strategies and Plans
Capturing Marketing Insights

2
Chapter 3: Gathering Information and Scanning the Environment
Chapter 4: Conducting Marketing Research and Forecasting Demand
Connecting With Customers

3
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 6: Analyzing Consumer Markets
Chapter 7: Analyzing Business Markets
Shaping the Market Offerings

Chapter 12: Setting Product Strategy
Chapter 13: Designing and Managing Services
Building Strong Brands

5
Chapter 9: Creating Brand Equity
Chapter 10: Crafting the Brand Positioning
Shaping the Market Offerings and Creating Value

Chapter 11: Dealing with Competition
Chapter 14: Developing Pricing Strategies and Programs
Shaping the Market Offerings and Delivery Value

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Chapter 15: Designing and Managing Integrated Marketing Channels
Chapter 16: Managing Retailing and Wholesaling and Logistics
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Communicating Value
Chapter 17: Designing and Managing Integrated Marketing Communications
Chapter 18: Managing Mass Communications: Advertising, Sales Promotions,
Events & Experiences, and Public Relations
Chapter 19: Managing Personal Communications: Direct Marketing,
Interactive Marketing, and Personal Selling
Creating Successful Long-Term Growth

9
Chapter 20: Introducing New Market Offerings
Chapter 21: Tapping into Global Markets
Chapter 22: Managing a Holistic Marketing Organization
10
Mid-Term Assessment
11
Executive Session/Marketing Forum
14
Group Presentation of Researched on Local Product/Brand
15
Final Assessment/The Marketing Plan
COURSE REQUIREMENTS:
1. ATTENDANCE
The class will meet once a week, for 3 hours each week and for fifteen weeks. The
highly accelerated pace requires learners to take a great deal of responsibility for their
own learning outcomes. It is expected that learners will be required to invest a minimum
of 15 hours per week for personal studies outside of class.
Since the course is conducted in sessions covering specific topics or modules,
attendance is important and critical to the learning progress of the students. Students
may be absent for a maximum of 3 sessions only. Students need to inform professor of
planned absences. All students are expected to come on time.
2. INDIVIDUAL ASSIGNMENTS:
To facilitate individual learning and appreciation of concepts taught, students will be asked to
do the following individual assignments:
1. Read the assigned chapters per session and choose one Marketing Excellence
article to read and answer the questions found at the end of the article. Since we
have nine sessions to cover the 22 chapters, each student will do (9) Marketing
Excellence articles individually. During the class, the professor will randomly call
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on students to present their articles and their answers to the questions. At the end
of the class, all the articles will be collected by the professor for grading.
2. Conducting and preparing a written analysis on a market observation research
exercise (this is an individual assignment). The student will go to a supermarket
and observe how shoppers (at least 10 of them) decide on the purchase of a
product/brand
3. In completing this session, the following questions can be used;
Did they choose the product without even looking at competing products?
Did they scrutinize the product, read the labels, review the price, and compare it
with competitors.
List down everything that you observed and then look for articles on consumer
insights and behavior that explained what you have observed. The professor will
randomly call on students to present their observations and explanations. All the
papers will be collected at the end of the class for grading.
4. Submitting a write-up on the marketing function in their respective organizations.
Including an analysis of their vision and mission.
5. Using your company/products, prepare and submit analytical report using the
following tools:
Business profile
Competitive Profile Matrix,(at least one major competitor)
External Environment Analysis,
Do a point of parity (POP) and point of difference (POD) comparison of your
product against your competitors. What is your competitive differentiation? Is
this difference important to your customer? Does it give you a competitive
advantage? Consider the 5 Ps.
Segmentation & Targeting Exercise
Positioning Exercise
SWOT Analysis & Strategy Formulation Exercise
Porters 5 Forces
Boston Consultant Group
The professor will assign the tools that can be used for each topic. All analysis will be
submitted for grading.
6. Submitting a reaction paper each on the Marketing Forum and Executive Session.
7. Writing a Mulat Diwa reaction and assessment essay on how marketing principles
can be applied to nation building.
8. Writing and presenting the final project.
The following rubric will be used in assessing the quality of the assignments:
Traits
Effective Analysis
1
Presents an
incomplete
analysis of the
issues
identified.
Percentage of Requirements
(Exercises/Problems/Cases)
Failed to meet
70% of the
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2
Presents a
superficial
analysis of
some of the
issues
identified;
omits
necessary
financial
calculations.
70-79% of
the
3
Presents a
thorough
analysis of
most issues
identified;
includes most
necessary
financial
calculations.
80-89% of the
requirements
4
Presents
insightful and
thorough
analysis of all
issues
identified;
includes all
necessary
financial
calculations.
95-100% of
the
4
Completed
requirements.
Writing Mechanics
Writing is
unfocused,
rambling, or
contains
serious errors;
lacks detail
and relevant
data and
information;
poorly
organized.
requirements
are
completed.
Writing lacks
clarity or
conciseness
and contains
numerous
errors; gives
insufficient
detail and
relevant data
and
information;
lacks
organization.
are
completed.
Writing is
accomplished
in terms of
clarity and
conciseness
and contains
only a few
errors;
included
sufficient
details and
relevant data
and
information;
wellorganized.
requirements
are
completed.
Writing
demonstrates
a
sophisticated
clarity,
conciseness
and
correctness;
includes
thorough
details and
relevant data
and
information;
extremely
wellorganized.
The following rubric will be used in assessing the quality of the presentation:
Traits
Content
Did the presentation
have valuable
material relevant to
the topics assigned?
1
Presentation
contained little
to no valuable
material.
2
Presentation had
moments where
valuable material
was present but as
a whole content
was lacking.
3
Presentation had a
good amount of
material
(occasionally using
exercises and
problems to
illustrate a concept
or citing actual
business cases)
and benefited the
class.
Organization
Was the
presentation well
organized and easy
to follow?
The
presentation
lacked
organization and
had little
evidence of
preparation.
Presenters were
unconfident and
demonstrated
little evidence of
planning prior to
presentation.
There were
minimal signs of
organization or
preparation.
Presentation had
organizing ideas
but could have
been much
stronger with better
preparation.
Presenters were
not consistent with
the level of
confidence/
preparedness they
showed the
classroom but had
some strong
moments.
Presenters were
occasionally
confident with their
presentation
however it was not
as engaging as it
could have been for
the class.
Presentation
Did the presenters
speak clearly?
Did they engage the
class?
Was it obvious the
material had been
rehearsed?
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Presentation
had an
exceptional
amount of
valuable
material (using
exercises and
problems to
illustrate a
concept, citing
actual business
cases) and was
beneficial to the
class.
Presentation
was well
organized, well
prepared and
easy to follow.
Presenters were
all very
confident in
delivery and
they did an
excellent job of
engaging the
class.
Preparation is
5
Collaboration
Did everyone
contribute to
the
presentation?
Did everyone
seem well
versed in the
material?
Use of Media
Did the group use
any media or
materials to support
their presentation?
Did they reinforce
the presentation and
are appropriate,
easy to understand
and attractive?
The members
never worked
from others
ideas.
It seems as
though
only a few
people
worked on the
presentation.
Media is
superfluous or
nothing was
used during the
presentation.
The members
sometimes worked
from others ideas.
However it seems
as though certain
people did not do
as much work as
others.
Relies heavily on
the media used.
Materials rarely
support the
presentation.
The members
worked from
others ideas most
of the time. And it
seems like
everyone did some
work, but some
people
are carrying the
presentation.
Looks at the
materials often to
keep track of the
presentation. They
are easy to use and
understand.
evident.
The members
always worked
from others
ideas.
It was evident
that all
contributed
equally to the
presentation.
Media are used
effortlessly to
enhance
presentation.
Materials are
appropriate,
easy to
understand, and
attractive.
3. GROUP EXERCISES:
To facilitate involvement and sharing of experiences with the class, learners will be
asked to do group work for the following:
a. Marketing Video Cases: Each group will be assigned (2-3) video cases for each
chapter in the book. The students will download the video and will answer the
questions at the end of the video presentation. These will be submitted in word
format for grading.
b. Marketing Excellence Companies:
Each group will be assigned Marketing
Excellence articles featured at the end of each chapter. The students after
reading the article will answer the questions at the end of each article. The
student is also required to visit the website of the company and learn how the
companies are using web and e-marketing strategies to market their company
and their brands. The students will then make a report (in power point format)
considering the following:
What did you notice in their website that makes them stand out?
What are the critical success factors of the company?
What are the weaknesses of the company?
Answer the discussion questions at the end of the article.
Recommendation(s) from your group for the company to move forward.
Each group will be assigned (2-3) articles of these Marketing Excellence companies.
c. Product/Company Research: Research should include;

1. The background of the company,
2. The product brand elements,
3. Target market and product positioning,
4. The four Ps marketing strategies and programs designed and
implemented by the companies, and
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5. Students analysis and inputs such as the future challenges the

product might be facing and their recommended strategies to
sustain growth.
d. Mulat Diwa Project: The class will organize a Mulat Diwa project choosing the
project from the list of Millennium Challenge Goals. These goals are:
The class can choose among the above goals for their Mulat Diwa project.
4. CLASS PARTICIPATION:
Each learner is expected to actively participate in class discussions on the assumption
that each brings a wide range of experience to the learning process. Active participation
may include the following:
a. Asking thoughtful and relevant questions,
b. Helping the class understand complex ideas,
c. Having a cooperative attitude
d. Helping others comprehend course materials,
e. Consideration of other learners to avoid dominating class discussions,
f. Coming to class on time, and
g. Being present on all classes.
Please read Class Participation Rubrics and Guide at the end of the syllabus.
3. DEPARTMENTAL MIDTERM AND FINAL ASSESSMENT:

On the tenth week and on the 15th week of the trimester a departmental exam will be
administered which will include objective, essay questions and a case that should have
the following:
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1.
2.
3.
4.
5.
6.
7.
8.
9.
Brief background of the

Problems identifies
External opportunities
Internal strength
Competition
Goals
Strategies
Tasks
Monitor and control
The final assessment will also include the submission and presentation of the individual
marketing plan.
4. RESEARCH WORK
AGSB recommends the use of standard style guides with preference to that of the
American Psychological Association (APA). The following websites are suggested as
guide references:
http://www.aresearchguide.com/styleguides.html
http://apastyle.org/electref.html
http://www.bedfordstrmartins.com/online/shrttoc.html
INTEGRATION AND METHODOLOGY:

The course will be conducted using interactive methodologies appropriate for adult learners
focusing on cases of specific or broad topics, group discussions and exercises, exams,
individual and group presentations, topical debates and other learning and skill-building
approaches.
GRADING CRITERIA:
Grading will consider various areas of the learners performance, broken down into the
following:
INDIVIDUAL OUTPUTS
1. Market Research Exercises
2. Marketing Functions
External Environment Analysis
Segmentation & Targeting Exercise
Positioning Exercise
SWOT Analysis & Strategy Formulation Exercise
BCG Matrix
Porters 5 Forces
Competitive Profile Matrix
3. Reaction papers on the Marketing Forum & guest speaker(s)
4. Mulat Diwa (CSR) Project and Reaction
5. Final Marketing Plan
6. Final Self & Peer Evaluation and assessment
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50%
GROUP OUTPUTS
1. Video Cases Analysis
2. Company/Brand Research
3. Marketing Excellence Companies Analysis
Mid-Term and Final Examinations
Class Participation and Attendance
Total
30%
10%
10%
100%
SPECIAL ACCOMMODATIONS:
If a learner is in need of course adaptation or special considerations due to certain disability
or other problems or constraints, the same should be discussed with the professor as soon
as possible.
ACADEMIC INTEGRITY POLICY:
Each learner is responsible to know the standards of conduct and expectations of academic
integrity that apply to academic undertakings. Academic dishonesty will not be tolerated and
will result in the maximum penalty allowable as defined in the Student Guidebook. The
following are considered serious violations per Guidebook:
Cheating during exams.

Submitting spurious reports copied from previous materials other than his/her own.
Plagiarism.
In understanding what constitutes Plagiarism, see the following sites:
http://www.engl.niu.edu/comskills/students/plagiarism/Plagiarism.html
http://www.monet.k12.ca.us/Challenge/Plagiarism/Plagiarism.htm
In addition to what is stated in the Guidebook, the following are examples of academic
dishonesty that are pertinent to the requirement of this course:
Copying another learners work including assignments and reports
Use of crib sheets or other hidden note for a quiz or an exam
Receiving assistance from anyone else with take-home quizzes.
CONSULTATION:
All professors are available for consultation with course participants on issues related to the
course. Appointment is using to set the meeting date.
MATERIALS OF INSTRUCTIONS:
1. Textbook:
Kotler, Philip
MARKETING MANAGEMENT, 14th Edition
Pearson International Edition, 2012
2. Supplement Materials: Aaker, David A. / McLoughlin, Damien

STRATEGIC MARKET MANAGEMENT, 9th Edition
John Wiley & Sons, Inc., 2010
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Colin Gilligan and Richard M.S. Wilson

STRATEGIC MARKETING PLANNING, 2nd Edition
An imprint of Elsevier, Oxford, UK, 2009
Johansson, Johny K.
GLOBAL MARKETING: FOREIGN ENTRY, LOCAL
MARKETING, GLOBAL MANAGEMENT, 5th Edition
McGraw-Hill, 2008
Mc Donald, Malcolm
MARKETING PLANS: HOW TO PREPARE THEM, HOW TO
USE THEM, 6th Edition
Elsevier, 2007
Cram, Tony
SMARTER PRICING: HOW TO CAPTURE HIGHER MARGINS
FROM YOUR MARKET
Prentice Hall, 2006
Harris, Thomas L.
THE MARKETERS GUIDE TO PUBLIC RELATIONS IN THE
21ST CENTURY
Texere, 2006
Kasper, Hans, Piet Van Helsdingen and Mark Gabbott
SERVICES MARKETING MANAGEMENT: A STRATEGIC
PERSPECTIVE, 2nd Edition
Wiley, 2006
Lindstrand, Angelika and Jan Johanson
MANAGING CUSTOMER RELATIONSHIPS ON THE
INTERNET
Elsevier, 2006
Quelch, John A.
GLOBAL MARKETING MANAGEMENT: A CASEBOOK,
5th Edition
Thomson, 2006
Roll, Martin
ASIAN BRAND STRATEGY: HOW ASIA BUILDS STRONG
BRANDS
Palgrave Macmillan, 2006
3. Web References:
The following APS online library resources are available for access:
1. EBSCO
2. Accessing Marketline Advantage Online
(See Appendices A & B)
The following internet resources can also be used:
March 2014
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http://www.smithfam.com/
http://www.prenhall.com/kotler/
http://www.businessweek.com/
http://www.wilsonweb.com/
http://www.findarticles.com/
http://www.businesstown.com/marketi
ng/index.asp
http://www.marketingpower.com/
http://www.qmarketing.com/
http://www.knowthis.com/
http://www.marketingbenchmarking.co
m/
http://www.anasmm.com/
http://www.marketingtoday.com/
Internet Marketing Fundamentals

Marketing Updates, Online course solutions
and Book references.
Updates and current News on Marketing Today
Web Marketing Today: numerous Web
directories, and a wide variety of periodicals,
include the Wall Street Journal, Investor's
Business Daily, the Los Angeles Times,
theChicago Tribune, PC Magazine, and
MSNBC.
Is a search engine on finding articles on
different field of subjects.
Provides Information all about marketing.
Provides Marketing Resources and Marketing
Newsletters, Topics and Interest, on Marketing,
etc.
Qualitative Marketing: Association Marketing for
High Tech Companies.
Know This.com is a leading information and
resource website for those involved in
marketing, market research, advertising, selling,
promotion, and other marketing-related areas.
Marketing
Management
Benchmarking
Association is an association of companies that
conducts benchmarking studies to identify the
best
practices
surrounding
marketing
management issues that improve the overall
operations of the members.
Need to update your corporate image in the
marketplace? Want to stand out from the
competition? Launching a new product or
service? Need one ad for a local publication, or
a campaign requiring several ad sizes for media
across the country? Anas Marketing &
Management has provided clients with its
successful
experience
in
Association
Management and Marketing & Design Services.
Marketing Todays mission has been focused
on providing articles with insights on strategies
and tactics, and results of students relevant to
marketers. When it was launched Marketing
Today was virtually without peers on the
Internet. Its original purpose was to serve as a
communications
vehicle
for
DeLegges
consulting practice, but without the bias
commonly found in intellectual capital from
consultants. Although, unlike newsletters and
magazines of most consultants, Marketing
Today has always welcomed outside authors.
4. Additional references in the attached list and/or handouts to be given by the professor
from time to time.
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SESSION 1
UNDERSTANDING MARKETING MANAGEMENT
Chapter 1: Defining Marketing for the Twenty-First Century
Chapter 2: Developing Marketing Strategies and Plans
Introduction to Session 1:
Marketing is an organizational function and a set of processes for creating, communicating, and
delivering value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders. Marketing management is the art and science of choosing
target markets and getting, keeping, and growing customers through creating, delivering, and
communicating superior customer value.
The corporate strategy establishes the framework within which the divisions and business units
prepare their strategic plans. Setting a corporate strategy means defining the corporate mission,
establishing strategic business units (SBUs), assigning resources to each, and assessing growth
opportunities.
Strategic planning for individual businesses includes defining the business mission, analyzing
external opportunities and threats, analyzing internal strengths and weaknesses, formulating
goals, formulating strategy, formulating supporting programs, implementing the programs, and
gathering feedback and exercising control.
Assignments to be completed prior to this session:
1. Read Marketing Myopia by Theodore Levitt (hand-outs to be provided) that explains how
marketing discipline can sustain business growth in a changing market environment.
2. Read chapters 1 and 2 which introduce students to the concepts of Marketing as a
management function and discipline which must operate efficiently and effectively in the
midst of an every-changing environment.
3. Answer the marketing discussion questions on chapter 1.
4. In session 1 and considering chapters 1 and 2, one group will choose one article from
the two marketing excellence articles featured in each chapter for analysis.
5. Individual written assignment on the description of the marketing functions (vision and
mission and the seven Ps) in their respective organizations.
6. Do a personal marketing plan for 5 years, 10 years and 20th year of your career. Please
mention your vision and mission and how you intend to get the (View Video on Strat
Plan).
7. Read and view the video case of chapters 1 and 2. Be ready to discuss and present the
case in class using power point, which will be submitted for grading. The group might
need to download the videos to insure smooth operation. The power point must include
the answers to the questions found at the end of each chapter.
At the end of the presentation, the non-presenting groups will write a half page reaction
paper following the rubrics for reaction paper at the end of the syllabus.
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Learning Objectives:
At the end of this session, students are expected to:
1. Discuss the importance and scope of marketing;
2. Define the fundamental marketing concepts and the changes in marketing management
in recent years;
3. Identify tasks necessary for successful marketing management;
4. Discuss how marketing affect customer value;
5. Understand how strategic planning carried out at different levels of the organization; and
6. Develop a marketing plan.
Class Activities:
1. Introduction of the course and discussion of expectations.
2. Discussion on the important role of marketing management in an organization. Select
students from different industries to share the marketing functions in their respective
companies. Show Video of The Seven Ps of Marketing.
3. The class will define Marketing and establish a Marketing Process (Attachment A).
4. The class will form groups of 3 or 4 each and they will work on an introductory exercise
that will demonstrate the importance of marketing research in decision-making. Using
the video case of chapters 1 and 2, the groups shall formulate strategies for the
companies in the cases, concerning product, price, distribution, and
advertising/promotions. The groups will be required to submit their respective outputs
at the end of the session.
5. Assessment on discussion questions of chapter 1.
6. View Video on Strat Plan, chapters 1 and 2 on Marketing Myopia.
7. Conduct a marketing debate: Does Marketing Create or Satisfy Needs?
8. The Professor will explain the market research assignment including:
a. Market survey of the students reasons for taking their MBA degree and for
choosing AGSB.
b. Focus Group Discussion on the topic of what amenities should be included in
a condo project to attract targeted buyers.
c. Observation research: Observe in a supermarket how people choose and
buy convenient items such as toothpastes, laundry soaps, and coffee or
snack items.
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SESSION 2
CAPTURING MARKETING INSIGHTS
Chapter 3: Gathering Information and Scanning the Environment
Chapter 4: Conducting Marketing Research and Forecasting Demand
To grow their business, marketers find many opportunities by identifying trends (directions or
sequences of events that have some momentum and durability) and megatrends (major social,
economic, political, and technological changes that have long-lasting influence).
Within the rapidly changing global picture, marketers must monitor six major environmental
forces: demographic, economic, social-cultural, natural, technological, and political-legal.
Companies can conduct their own marketing research or hire other companies to do it for them.
Good marketing research is characterized by the scientific method, creativity, multiple research
methods, accurate model building, cost-benefit analysis, healthy skepticism, and an ethical focus.
The marketing research process consists of defining the problem, decision alternatives, and
research objectives, developing the research plan, collecting the information, analyzing the
information, presenting the findings to management, and making the decision.
Assignments to be completed prior to this session:

1. Read chapters 3 and 4 which introduce students to the concepts, tools and procedures
of Market Research both primary and secondary research. Chapter 3 will show the
students how important it is for marketers to be aware of the trends and development in
the external macro environment. Marketers can use the opportunities identified from
these trends to grow and expand its business/revenue.
2. Answer the marketing discussion at the end of each chapter. This will be submitted for
grading. This will be done individually.
3. As a group conduct an external macro-environment analysis of the six external factors;
demographic, economic, legal/political, social/cultural, natural, and technological, to spot
trends that could be an opportunity or threat to a business organization. This
assignment will be presented in class for discussion.
4. Read and view the video case on chapters 3 and 4. Answer the questions at the end of
each case.
5. One group will choose one article from the two marketing excellence articles featured in
each chapter and then answer the questions at the end of each article.
1. Identify the components of a modern marketing information system;
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2. Set up a marketing intelligence system, identifying the influential macroenvironment

developments;
3. Accurately measure and forecast demand; and
4. Discuss what constitutes good marketing research.
Class Activities:
1. The professor will introduce the exercise that will demonstrate the importance and use
of marketing research in decision-making.
2. Using the video case of chapters 3 and 4, the groups shall formulate strategies for the
companies in the cases, concerning product, price, distribution, and
advertising/promotions. The groups will be asked to submit their respective outputs at
the end of the session.
3. Marketing discussion questions: Students will be randomly called to share their answers
to the questions.
4. Conduct a marketing debate: Is Consumer Behavior More of a Function of a Persons
Age or Generation?
5. Presentation of the marketing excellence cases:
-
MICROSOFT
WALMART
6. The various groups will present their market research assignment.

7. The Professor will require the class to submit their answers to the chapter marketing
excellence discussion questions and read chapters 5, 6, and 7.
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SESSION 3
CONNECTING WITH CUSTOMERS
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 6: Analyzing Consumer Markets
Chapter 7: Analyzing Business Markets
The cornerstone of a well-conceived marketing program is strong customer relationships.
We must certainly connect with customers by informing, engaging, and perhaps even
energizing them. This session is devoted to understanding the buying sector and devising
the means to capture and retain them, such as Target Marketing, Customer-Oriented
Marketing, or Customer Relations Management.
Customers are value maximizers. They form an expectation of value and act on it. Buyers
will buy from the firm that they perceive to offer the highest customer-delivered value,
defined as the difference between total customer benefits and total customer cost.
A buyers satisfaction is a function of the products perceived performance and the buyers
expectations. Recognizing that high satisfaction leads to high customer loyalty, companies
must ensure that they meet and exceed customer expectations.
Consumer behavior is influenced by three factors: cultural (culture, subculture, and social
class), social (reference groups, family, and social roles and statuses), and personal (age,
stage in the life cycle, occupation, economic circumstances, lifestyle, personality, and selfconcept). Research into these factors can provide clues to reach and serve consumers more
effectively.
Four main psychological processes affecting consumer behavior are motivation, perception,
learning, and memory.
To understand how consumers actually make buying decisions, marketers must identify who
makes and has input into the buying decision; people can be initiators, influencers, deciders,
buyers, or users. Different marketing campaigns might be targeted to each type of person.
Assignments to be completed prior to session 4:

1. Marketing discussion: Using CLV
Choose a business and show how you would go about developing a quantitative formulation
that captures the concept. If the business will embrace the customer equity concept and
maximize CLV. This will be a group assignment.
2. Read and view the video case of chapters 5, 6 and 7. Answer the questions at the end of
each case.
Video Title: Harley Davidson

Link: http://media.pearsoncmg.com/ph/bp/bp_akamai/kotler/Harley_Davidson.html
March 2014
16
Video Title: Hasbro

Link: http://windowsmedia.pearsoncmg.com/ph/bp/bp_video_library/hasbro.wvx
3. In session 3 and considering chapters 5, 6 and 7, two groups will choose two articles
from the marketing excellence articles featured in these three chapters for analysis.
- NORDSTROM
- DISNEY
- IKEA
4. Class Assignment for groups on Customer Satisfaction: Key manufacturers and others
must be concerned with how customers view products (customer satisfaction
perceptions) being disseminated throughout the electronic world via internet. No longer
can one discount the power of the mouse for affecting potential customers. In small
groups, students will select a particular firm or product and will do research on what is
being said on the internet about this for product. Consider the following questions:
What affects/effects does this type of dissemination of consumer opinions via
the internet have on the companys marketing strategies?
What can the company do to stem the tide of such comments?
How does a company defend itself against blatantly untrue consumer opinions?
5. Class Assignment for groups on CRM: Customer relations management is a current
business buzz word. Students can be directed to do an internet research project from
marketing and business journals on the subject of customer relations management (the
chapters endnotes can provide a good source of lead for the students). Each group will
compare, complement, or contrast these articles and submit the summary in a report.
1. Discuss how companies deliver customer value, satisfaction, and loyalty, and
marketers maximize the lifetime value of customers (CLV);
how
2. Discuss how companies attract and retain the right customers and cultivate strong
customer relationships;
3. Identify consumer characteristics that influence buying behavior and major psychological
processes that influence consumer responses to the marketing program; and
4. Understand the buying situations organizational buyers face.
Class Activities:
1. Answers to the marketing discussion questions.
2. Class presentation on the following:
Customer satisfaction
CRM
Marketing excellence companies
March 2014
17
3. View video on How Consumer Decides.

4. Conduct a marketing debate: Is target marketing ever bad?
5. Conduct a class exercise: What are your mental accounts?
What mental accounts do you have in your mind about purchasing products and services?
Do you have any rules you employ in spending money? Are they different from what other
people do? Do you follow Thalers four principles in reacting to gains and losses?
March 2014
18
SESSION 4
SHAPING THE MARKET OFFERING
Chapter 12: Setting Product Strategy
Chapter 13: Designing and Managing Services
Products and services serve as the key element in all market offerings. Thus, a companys
market planning starts with formulating its offer to address target customer wants and needs.
Eventually, the customer will judge the offering based on features, quality, price, ease of
access, and other factors. This session will therefore discuss these aspects which are
fundamental and are falling in the center of all marketing activities of all business concerns.
How products are moved through channels to eventually reach their markets will also be
emphasized augmented by information based on student research.
Services constitute nearly 40% of national income (the other major part comes from
manufacturing) which need great attention. Students will be asked to do research and report
on the many types of services (banking, savings and loans, bulk and retail selling,
department stores, restaurants, medical care, education, legal services, etc.) and their
corresponding revenue streams.

the marketing excellence articles, featured in the two chapters, and answer the questions
at the end of each article.
- CATERPILLAR
- TOYOTA
- THE RITZ CARLTON
2. Read and view the video case of chapters 12 and 13. Be ready to discuss and present
the case in class using power point, which will be submitted for grading. The group might
need to download the videos to insure smooth operation.
3. Class assignment for groups on product differentiation: Product differentiation is
essential to the branding process. In choosing to differentiate a product, a marketer has
the choice of form, features, performance quality, conformance quality, durability,
reliability, reparability, and style. Collect examples of currently produced products that
have been differentiated and branded for each of these design parameters.
1. Identify the characteristics of products, their classifications and differentiation;
2. Discuss how can a company build and manage its product mix and product lines;
March 2014
19
3. Understand the various marketing tools including packaging, labeling, warranties, and
guarantees;
4. Define and classify services, and discuss how they differ from goods;
5. Discuss excellence in services marketing and improving service quality.
Class Activities:
1. Discussion on defining product/service value proposition based on consumer insight,
and product conceptualization and development. The discussion will extend to setting
the price that rightfully represents the product value offering, and strategic distribution
decision that will make the product accessible to its target market.
2. Class exercise: We all have service failure stories to tell. As a matter of fact, most
people love to tell about the time that such and such firm provided sub-par service to us
as consumers. Sometimes these stories are humorous and other times they are sad.
Think about such stories and prepare to tell these stories in class. In preparing to
recount the story line, students should first analyze the incident in terms of the concepts
and tenants presented in this chapter. For example, the restaurant that did not address
a customers cold food is a service failure. However, was that service failure due to
insufficient training, inadequate hiring practices, or an inability of the restaurant to
monitor customer expectations? Students should come to class prepared to identify (as
close as possible) the causes of the service failure.
3.
Conduct a marketing debate: Is Service Marketing Different from Product Marketing? Is

it Form or Function?
4.
Presentation of class assignment on product differentiation.
5.
View the video of Mayo Clinic and Marriott Hotel.
March 2014
20
SESSION 5
BUILDING STRONG BRANDS
Chapter 9: Creating Brand Equity
Chapter 10: Crafting the Brand Positioning
Many agree that the most distinctive skill of marketers is the ability to create, maintain,
enhance and protect brands, because at the heart of a successful brand is a great product,
backed by marketing creativity and excellent execution. To be sure, a strong brand can meet
all sorts of competition but marketers must well understand their competitors, their actions,
and changing ways. This session will thus look at strategic branding, positioning, and
investigating ways to parry, even eliminate, where possible, competition. All these will be
covered in discussions, augmented by research findings and group or individual
presentations.
A brand is a name, term, sign, symbol, design, or some combination of these elements, intended
to identify the goods and services of one seller or group of sellers and to differentiate them from
those of competitors. The different components of a brandbrand names, logos, symbols,
package designs, and so onare brand elements.
Brands are valuable intangible assets that offer a number of benefits to customers and firms and
need to be managed carefully. The key to branding is that consumers perceive differences
among brands in a product category.
Brand equity should be defined in terms of marketing effects uniquely attributable to a brand. That
is, different outcomes result in the marketing of a product or service because of its brand,
compared to the results if that same product or service was not identified by that brand.
Building brand equity depends on three main factors: (1) The initial choices for the brand
elements or identities making up the brand; (2) the way the brand is integrated into the supporting
marketing program; and (3) the associations indirectly transferred to the brand by links to some
other entity (the company, country of origin, channel of distribution, or another brand).

the marketing excellence articles featured in chapters 9 and 10 for analysis.
- LOUIS VUITTON
- AMERICAN EXPRESS
2. Group Assignment: Points-of-differences and points-of-parity are two important concepts
of brand development and are driven by two differing strategiesinclusion and
differentiation. Students should devise a list of at least five other products/services that
they believe demonstrate points-of-differences and points-of-parity in their brand
positioning. Student must include their reasoning behind the inclusion of these
products/services into a category. Good students will present proof of their correct
selection by including advertising copy supporting the product or services POD or POP.
.
3. Read and view the video case of chapters 9 and 10. Answer the questions at the end of
the case and be ready to discuss and present the case in class using power point. These
will be submitted for grading.
March 2014
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4. Group assignment on successful brands: Do a research and report on a brand that has
overcome the test of time with its unique selling proposition. The group shall place
particular attention to the essence or DNA of the brand that has enabled it to remain
strong and competitive.
1. Define a brand and brand equity;
2. Discuss how brand equity is built, measured, and managed; and
3. Understand how a firm develops and establish an effective positioning in the market.
Class Activities:
1. The session will start with a lecture on branding and brand equity. The professor will
present the top 100 brands in the world for comment and reaction.
2. Class Exercises:
a) In Marketing Memo: Writing A Positioning Statement, the author crafts the exact form
that a positioning statement should make. Using that form as a template, craft a
positioning statement for yourself in the job market.
b) This will be followed by interactive discussion on brand positioning with the professor
showing a number of print ads for the class to decipher the target market segment,
consumer insight, value proposition and brand positioning. Taglines will also be
critically evaluated and if necessary be improved based on the positioning principles.
3. Presentation of the answers to the questions on the video cases in chapters 9 and 10.
4. Conduct a marketing debate: What is the Best Way to Position?
5. Presentation of the assignment on Point of Parity and Point of Difference.
6. Presentation on successful brands.
7. View the videos on Understanding Brands and Successful Brands.
March 2014
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SESSION 6
SHAPING THE MARKET OFFERING AND CREATING VALUE
Chapter 11: Dealing with Competition
Chapter 14: Developing Pricing Strategies and Programs
A market leader has the largest market share in the relevant product market. To remain
dominant, the leader looks for ways to expand total market demand and attempts to protect and
perhaps increase its current share.
A market challenger attacks the market leader and other competitors in an aggressive bid for
more market share. There are five types of general attack; challengers must also choose specific
attack strategies.
A market follower is a runner-up firm willing to maintain its market share and not rock the boat. It
can play the role of counterfeiter, cloner, imitator, or adapter.
A market nicher serves small market segments not being served by larger firms. The key to
nichemanship is specialization. Nichers develop offerings to fully meet a certain group of
customers needs, commanding a premium price in the process.
As important as a competitive orientation is in todays global markets, companies should
notoverdo the emphasis on competitors. They should maintain a good balance of consumer and
competitor monitoring.
Despite the increased role of non-price factors in modern marketing, price remains a critical
elements of marketing. Price is the only element that produces revenue; the others produce
costs. Pricing decisions have become more challenging, in this changing economic and
technological environment.
In setting pricing policy, a company follows a six-step procedure. It selects its pricing objective. It
estimates the demand curve, the probable quantities it will sell at each possible price. It estimates
how its costs vary at different levels of output, at different levels of accumulated production
experience, and for differentiated marketing offers. It examines competitors costs, prices, and
offers. It selects a pricing method. It selects the final price.

1. Read chapters 11 and 14 and answer the marketing discussion questions at the end of
each chapter. This is an individual assignment.
2. In session 6 and considering chapters 11and 14, one group will choose one article from
the marketing excellence articles featured in chapters 11and 14 for analysis. Answer the
questions at the end of each article.
- SAMSUNG
- IBM
3. Read and view the video cases of chapters 11 and 14. Answer the questions at the end
of the case and be ready to discuss and present the case in class using power point.
These will be submitted for grading.
4. Group assignment on the following:
March 2014
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Competitive Dynamics
Market Challengers Strategy
Market Leaders Strategy
Market Nichers Strategy
Price
At the end of the session, students are expected to:
1. Discuss how market leaders expand and defend market share and how market
challengers attack market leaders; ;
2. Discuss how can market followers or nichers compete effectively;
3. Identify marketing strategies appropriate at each stage of the product life cycle;
4. Process, set and evaluate price; and
5. Explain how companies respond to a competitors price change.
Class Activities:
1. Professor will lecture on the topics in the two chapters and students will present their
answers to the marketing discussion questions.
2. Presentation on the following:
- Competitive Dynamics
- Market Challengers Strategy
- Market Leaders Strategy
- Market Nichers Strategy
3. Class exercise: Think of the pricing methods described in this chapter - markup pricing,
target return pricing, perceived value pricing, value pricing, going rate pricing, and
auction-type pricing. Consider the following questions:
- As a consumer which method do you prefer to? Why?
- If the average price were to stay the same, which would you prefer for firms to set
one price and not deviate, or to employ slightly higher prices most of the year,
but slightly lower discounted prices or special prices for certain occasions?
4. Presentation of the group assignment on pricing.

5. Conduct a marketing debate: Is the Right Price a Fair Price?
6. Group presentation on marketing excellence companies.
March 2014
24
SESSION 7
SHAPING THE MARKET OFFERINGS AND DELIVERY VALUE
Chapter 15: Designing and Managing Integrated Marketing Channels
Chapter 16: Managing Retailing and Wholesaling and Logistics
Most producers do not sell their goods directly to final users. Between producers and final users
stands one or more marketing channels, a host of marketing intermediaries performing a variety
of functions.
Marketing-channel decisions are among the most critical decisions facing management. The
companys chosen channel(s) profoundly affect all other marketing decisions.
Companies use intermediaries when they lack the financial resources to carry out direct
marketing, when direct marketing is not feasible, and when they can earn more by doing so. The
most important functions performed by intermediaries are information, promotion, negotiation,
ordering, financing, risk taking, physical possession, payment, and title.
Manufacturers have many alternatives for reaching a market. They can sell direct or use one-,
two-, or three-level channels. Deciding which type(s) of channel to use calls for analyzing
customer needs, establishing channel objectives, and identifying and evaluating the major
alternatives, including the types and numbers of intermediaries involved in the channel.
Effective channel management calls for selecting intermediaries and training and motivating
them. The goal is to build a long-term partnership that will be profitable for all channel members.
Marketing channels are characterized by continuous and sometimes dramatic change. Three of
the most important trends are the growth of vertical marketing systems, horizontal marketing
systems, and multichannel marketing systems.
E-commerce has grown in importance as companies have adopted brick-and-click channel
systems. Channel integration must recognize the distinctive strengths of online and offline selling
and maximize their joint contributions.
An emerging new area is m-commerce and marketing through cell phones and PDAs.
1. Read chapters 15 and 16 and answer the marketing discussion questions at the end of
each chapter. This is an individual project.
2. Design a Marketing Plan to be submitted by students in session 15
3. Read and view the video case of chapters 15 and 16. Be ready to discuss and present
the case in class using power point which will be submitted for grading.
the marketing excellence articles featured in chapters 15 & 16 for analysis. Answer the
questions at the end of each article.
March 2014
25
ZARA
AMAZON.COM
5. Group assignment on the following:

- Value Network System
- Selection of Channel Members
- Shopping Experiences
In this session, the students are expected to:
1. Define marketing channels and a value network;
2. Identify the types of marketing intermediaries and the decision they make;
3. Identify the major trends in these marketing intermediaries; and
4. Discuss what the future holds for private label brands.
Class Activities:
1. Lecture on the topics for this session;
2. The professor will ask students to present their answers to the marketing discussion
questions on chapters 15 and 16.
3. Presentation on the following:
- Company that practices value network system
- Channel member selection
- Shopping experiences
- Marketing excellence company
4. Conduct a marketing debate: Should National - Brand Manufacturers also Supply Private
Label Brands?
5. View the video on Chicken of the Sea.
6. View the Video of chapters 15 & 16. Groups will be asked to present their answers to the
discussion questions.
March 2014
26
SESSION 8
COMMUNICATING VALUE
Chapter 17: Designing and Managing Integrated Marketing Communications
Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events
& Experiences, and Public Relations
Chapter 19: Managing Personal Communications: Direct Marketing, Interactive
Marketing, and Personal Selling
Modern marketing calls for more than developing a good product, pricing it attractively, and
making it accessible to target customers. Companies must also communicate with present
and potential stakeholders and the general public.
The marketing communications mix consists of eight major modes of communication:
advertising; sales promotion; public relations and publicity; events and experiences; direct
marketing; interactive marketing; word-of-mouth marketing; and personal selling.
Developing effective communications involves eight steps: (1) Identify the target audience, (2)
determine the communications objectives, (3) design the communications, (4) select the
communications channels, (5) establish the total communications budget, (6) decide on the
communications mix, (7) measure the communications results, and (8) manage the integrated
marketing communications process.
Formulating the communication requires solving three problems: what to say (message strategy),
how to say it (creative strategy), and who should say it (message source). Communications
channels may be personal (advocate, expert, and social channels) or nonpersonal (media,
atmospheres, and events).

1. Read chapters 17, 18, and 19 of the textbook which cover all kinds of marketing
communications with appropriate choices for particular products and services.
2. Individually answer the following marketing discussion questions at the end of each
chapter.
3. Group assignment: Research and prepare to present the IMC campaign of a local
company. Download its TVC, radio spots and print ads and other types of IMC tools used
on this product i.e., event, sponsorship, direct marketing, public relation, interactive
(social media & mobile), etc.
4. Read and view the video case of chapters 17, 18 and 19. Be ready to discuss and
present the case in class using power point, which will be submitted for grading. Answer
the questions at the end of each presentation.
March 2014
27
5. In session 8 and considering chapters 17, 18 and 19, two groups will choose two articles
from the marketing excellence articles featured in chapters 17, 18 & 19 for analysis.
Then answer the discussion questions at the end of each article.
- FACEBOOK
- UNILEVER (AXE & DOVE)
- COCA-COLA
1. Discuss the role of marketing
communication program;
communications,
and
integrated
marketing
2. Discuss how sales promotion decisions are made;

3. Identify the guidelines for effective brand-building events and experiences;
4. Explain how can companies exploit the potential of public relations and publicity, and
carry out effective interactive marketing;
5. Identify what decisions companies face in designing and managing a sales force;
and
6. Discuss how salespeople can improve their selling, negotiating, and relationship
marketing skills.
Class Activities:
1. The professor will ask students to present the discussion questions from the three
chapters.
2. Presentation of the group assignment on a local IMC campaign successfully
implemented by a marketing-oriented organization. Q&A portion will follow.
3. A guest speaker from an advertising agency will discuss the process of developing and
executing an IMC campaign that should include the following steps:
a) Client preparation of communication strategy and determination of budget
b) Agency briefing
c) Creative strategy formulation and presentation to client
d) Preparation, presentation and approval of communication materials and media
plan
e) Production of communication materials
f) Execution and/or placements of communication materials.
4. The professor will randomly pick a group to present their Marketing Excellences the
class will comment on the presentation.
5.
Conduct a marketing debate: Are Great Salespeople Born or Made?
6.
Presentation of the video case and the discussion questions.
7.
View the video presentation related to IMC.
March 2014
28
SESSION 9
CREATING SUCCESSFUL LONG-TERM GROWTH
Chapter 20: Introducing New Market Offerings

Chapter 21: Tapping into Global Markets
Chapter 22: Managing a Holistic Marketing Organization
Aggressive companies must grow their marketing/sales results over time by developing and
introducing new products or services. They cannot just be relying on current business
because the future must be assured. New business should therefore be planned seriously,
always assessing the changing environment with R & D focus.
Growth can be pursued in many ways, one of which is to move overseas. With tariffs
dropping in many regions and seeing unprecedented improvements in logistics and
communications, global markets can thus be developed and served feasibly. This is a
challenge many marketers would love to meet anytime.
These opportunities can be tackled effectively by strong, learning, and efficient
organizations. Today, marketing executives are encouraged to draw ideas, processes, and
best practices of other management functions and operate under a holistic approach as they
move towards executing their own programs.

1. Read chapters 20, 21 and 22 which talk about pushing new products or services towards
merging buyers/customers and exploring cross-border markets to pursue expansive
opportunities. The final chapter discusses customer-driven organizations designed to
pursue novel but effective marketing/sales campaigns.
2. Revisit the SWOT analysis and study Ansoffs Growth Strategy Matrix. Prepare individual
report on your respective company's growth strategy.
3. Do the Marketing Audit of your company pages 666 - 668 of the textbook. (Individual
Paper)
4. Group Globalization assignment: Select a product from a company among your group
members and decide what products can be introduced for the global market with its
product. Evaluate the countries in the Asia Pacific Region where this product can be
introduced. Consider the following:
a) Why did you choose that particular country?
b) Research on the incentives and benefits offered by this country.
c) Design a penetration strategy to this country.
5. Read and view the video cases of chapters 20, 21 and 22. Be ready to discuss &
present the case in class using power point. This will be submitted for grading. The
group might need to download the videos to insure smooth operation. Then answer the
questions at the end of each video.
March 2014
29
6. In session 9 and considering chapters 20, 21 & 22, two groups will choose any two
articles from the marketing excellence articles below for analysis. Afterwards, answer
the questions at the end of each article.
- STARBUCKS
- VIRGIN GROUP
- APPLE
- NOKIA
- LOREAL
1. Define the challenges that a company face in developing new products and services;
2. Discuss the main stages in developing new products and services;
3. Understand the major ways of entering a foreign market;
4. Identify the keys to effective internal marketing; and
5. Discuss how companies become responsible social marketers.
Class Activities:
1. The session will start with the marketing discussion questions found at the end of the three
chapters. The professor will call on students to present their answers to these questions.
2. Students will be asked to present their SWOT Analysis and Ansoffs Growth Strategy for their
companies.
3. A few students will be asked to present the marketing audit of their companies.
4. Class exercise: Develop a new product following the new product development process cited
in the chapter.
5. Presentation of the groups globalization projects in class and presentation will be submitted
for grading.
6.
Presentation of the marketing excellence companies.
7. View the video of Starbucks and react to the marketing strategies of Starbucks and answer
the discussion questions.
8. Conduct a marketing debate: Is Marketing Management an Art or a Science?
9. Consider the values proposition Our Country is Our Business, students shall put or add
social dimension to each of the elements in the marketing mix, product, price, distribution,
advertising/promotions, selling operations, organization, marketing research, and customer
relations.
At the end of the discussions, a small group will be assigned to write the highlights and
conclusions which may be passed to administration.
March 2014
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SESSION 10
MIDTERM ASSESSMENT
The midterm assessment will include a Marketing Case. Students shall be given an average
of two (2) hours for this exercise. Students are requested to bring to class yellow pad paper
and a calculator. Students will also take a multiple choice exam for one hour. The remaining
time will be used to plan out a Mulat Diwa Project.
SESSION 11
EXECUTIVE SESSION MARKETING FORUM & CASE ANALYSIS
PRESENTATION
An active and experienced marketer will be invited to come and speak during this session on
a topic of current and wide interest. The visiting practitioner will have a minimum of one (1)
hour for the talk.
Any student, however, is welcome to recommend someone with the concurrence of the
class.
Students shall then be required to take notes and submit a one page reflection paper
following the guest speakers talk.
March 2014
31
SESSION 12 - 14
GROUP PRESENTATION OF RESEARCHED ON LOCAL PRODUCT/BRAND
Each group will present their research work on a company or brand of their choice
particularly on how the company employed marketing (the 4 Ps) in the successful launch of
a product or service including the marketing challenges faced by this
and their
recommended action plans.
The group can also research on failed brands. The focus will be on why these brands did
not take-off and what marketing strategies or programs should have been adopted to ensure
a successful launch.
After the presentation, the groups will write a one page reaction paper individually on the
presentations of the other groups.
SESSION 15
FINAL ASSESSMENT
THE MARKETING PLAN
Selected students will be asked to present their Marketing Plan.

Please look at the appendix and review the Outline of the Marketing Plan. Also review the
rubrics for an excellent marketing plan.
In the last 15 minutes of the class, the professor will review and summarize the course.
Students are encouraged to check with the professor if they have complied with all
requirements of the course, as deficiencies could affect their final grades.
March 2014
32

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Ateneo Graduate School of Business

Rockwell Center, Makati City

Revised: March 2014

10. Make strategic and innovative marketing discussions in an unpredictable environment

Capturing Marketing Insights

Connecting With Customers

Shaping the Market Offerings

Building Strong Brands

Shaping the Market Offerings and Creating Value

Shaping the Market Offerings and Delivery Value

Creating Successful Long-Term Growth

Executive Session/Marketing Forum

Group Presentation of Researched on Local Product/Brand

Final Assessment/The Marketing Plan

c. Product/Company Research: Research should include;

5. Students analysis and inputs such as the future challenges the

3. DEPARTMENTAL MIDTERM AND FINAL ASSESSMENT:

Brief background of the

INTEGRATION AND METHODOLOGY:

Cheating during exams.

2. Supplement Materials: Aaker, David A. / McLoughlin, Damien

Colin Gilligan and Richard M.S. Wilson

Internet Marketing Fundamentals

Assignments to be completed prior to this session:

2. Set up a marketing intelligence system, identifying the influential macroenvironment

6. The various groups will present their market research assignment.

Assignments to be completed prior to session 4:

Video Title: Harley Davidson

Video Title: Hasbro

3. View video on How Consumer Decides.

Assignments to be completed prior to session 4:

Conduct a marketing debate: Is Service Marketing Different from Product Marketing? Is

Presentation of class assignment on product differentiation.

View the video of Mayo Clinic and Marriott Hotel.

Assignments to be completed prior to session 5:

Assignments to be completed prior to session 6:

Market Challengers Strategy

Market Leaders Strategy

Market Nichers Strategy

4. Presentation of the group assignment on pricing.

5. Group assignment on the following:

Assignments to be completed prior to session 5:

2. Discuss how sales promotion decisions are made;

Conduct a marketing debate: Are Great Salespeople Born or Made?

Presentation of the video case and the discussion questions.

View the video presentation related to IMC.

Chapter 20: Introducing New Market Offerings

Assignments to be completed prior to session 6:

Presentation of the marketing excellence companies.

Selected students will be asked to present their Marketing Plan.

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