Marketing Management

DESCRIPTION:
Basic marketing functions, institutions, and concepts in the creation and distribution of goods and services. Formulation and implementation of marketing strategy, product policy, distribution channels, pricing, and management of integrated marketing programs.

RATIONALE: 
Some scholars maintain that marketing and innovation are the two primary business functions. Some notable companies call themselves "the marketing company" yet marketing remains one of the most difficult areas of analysis and decision making of the company, because marketing problems lack neat quantifiable properties. Psychological and other environmental variables affect demand and marketing costs; marketing plans interact with other corporate plans. Marketing decisions must be made in the face of insufficient information about processes that are dynamic, nonlinear, and generally complex. Marketing Management provides the theoretical framework and tools for analysis planning and control to help the marketing manager in his or her effort to harmonize the objectives and resources of the organization with the opportunities found in the marketplace. This is a course for seniors in Marketing designed to develop tomorrow's marketing manager's thinking and skills. While the course appears to duplicate the Principls of Marketing course, it bears little resemblance because the latter is largely descriptive whereas marketing management is analytical. Required of those majoring in marketing and essential for the professional who lacks the theoretical background.

LEARNING OUTCOMES: 
On successful completion of the module, the student should be able to:
1. Acquire an in-depth knowledge of the marketing function .(A10)
2. Identify and evaluate market opportunities and prepare annual marketing plans to exploit these opportunities. (A1, A10, B1, B2, C1, C3)
3. Understand the value of brand equity and its role in the marketing strategy. (A10, B2)
4. Formulate and present appropriate marketing evaluation and control processes.(A10, B5, C1, C3, D1)
5. Develop interpersonal and teamwork skills. (D2)

METHOD OF TEACHING AND LEARNING:
In congruence with the teaching and learning strategy of the college, the following tools are used:
- Class lectures, complemented by extensive use of examples from the local and international business environment to highlight the application of key marketing concepts.
- Interactive learning through probing questions requiring 
creative thinking and encouraging discussion on key marketing issues/concepts and their applications to marketing strategy.
- Computer Simulation Game: to enhance student’s analytical skills and ability to synthesize learning in a highly competitive environment. The game allows students to grasp a holistic understanding of the marketing function as a profit center. Student performance is assessed in terms of market share and profit achievement. Advances teamwork skills.
- Project: using the result of the simulation game students are required to prepare a marketing plan of their decisions, to interpret their results, to support their decisions as well as to present their plan in class.
- Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material, and consult on the simulation.
- Use of a Blackboard learning platform, where instructors post lecture notes, assignment instructions, timely announcements, as well as additional resources.