Marketing Management

MAN 5221


This course describes the way a company achieves its marketing goals by determining a specified target market and using its sufficient marketing sources to successfully serve the target market. Therefore, marketing is an orderly and insightful process for thinking about planning for markets. The efforts are conducted in a superior way facing the age of technology advancement. Customer value is perceived as a controlling factor to formulate a broad strategy and refining it into a detailed marketing mix, i.e. product, price, place or distribution and promotion, and action plan. Planning, evaluations and improvement relating to the marketing mix need marketing decisions by a manager. The decisions include who the company wants as its customers, which needs to satisfy, what products and services to offer, what prices to set, what communications to send and receive, what channels of distribution to use, and what partnerships to develop. In making his/her decisions, he/she might be influenced by uncontrollably environmental factors, such a political, economic, social, legal, technology, demographic factors and competition.


This course is intended to convey the key elements of marketing and their importance to organizations. Both the why and how of marketing activities are discussed, with an emphasis on the why. The course integrates marketing with other functional areas. Concepts are quantified when possible. The intent of the course is to introduce concepts and theories that provide foundations to further coursework in marketing and other areas of business activity. Upon completion of this course, the student should be able to:

  1. Understand the concepts and theories that provide the foundation for further courses in marketing and other areas of business activity.
  2. Develop an understanding of the essential factors of market competition;
  3. Improve the skills to analyze the trend of market competition, identify threats and opportunities, and to
    monitor the activities of market competition and assess the competitive advantage of acompany;
  4. Understand the value of the marketing concept as a guide to address management problems;
  5. Understand the role of the marketing function in cross-functional business processes to create and
    deliver superior customer value;
  6. Develop a disciplined approach to the analysis of marketing problems;
  7. Develop awareness of the major factors of the marketing problems faced by the organization, with emphasis on the proper analytical approach for effective decision.
  8. Making decisions in marketing as practiced by the marketing manager.


  • Kotler, P. and Keller, K. (2016). Marketing Management, 15th Edition. Pearson Education, Inc., Upper Saddle River, N.J. (KK)


  • Additional materials will be distributed during the sessions.


This method is a particular type of learning methods under the student-centered learning (SCL) paradigm. In this approach, students are active learners to find and construct their own knowledge. The instructor serves only as a facilitator to help students achieve learning objectives and develop interpersonal skills. The class time will be devoted to discuss any concepts, materials, and or issues in the subject.


  1. Mid-term Exam (25%)
  2. Final Exam (25%)
  3. Presentation, Discussion, Participation (30%)
  4. Assignment/Quiz (20%)


The course Marketing Management weighs 3 credit units which is held in 14 sessions of lectures and 2 sessions of exams @ 150 minutes for regular class and 12 sessions of lectures and 2 sessions of exams @ 180 minutes for the executive class.

Session Topic Reading Materials
1 Defining Marketing for the new realities
Developing Marketing Strategies and Plans
KK (Ch. 1)
KK (Ch. 2)
2 Collecting information and Forecasting Demands Conducting Marketing Research KK (Ch. 3)
KK (Ch. 4)
3 Creating Long-term Loyalty Relationships KK (Ch. 5)
4 Analyzing Consumer Markets KK (Ch. 6)
5 Analyzing Business Markets
Identifying Market Segments and Targets
KK (Ch. 7)
KK (Ch. 9)
6 Crafting the Brand Equity Creating Brand Positioning KK (Ch. 10)
KK (Ch. 11)
7 Addressing competition and grivity growth KK (Ch. 12)
Mid-Term Exam
 8 Setting Product Strategy Designing and Managing Services KK (Ch. 13)
KK (Ch. 14)
9 Developing Pricing Strategies and Programs KK (Ch. 16)
10 Designing and Managing Integrated Marketing Channels Managing Retailing, Wholesaling, and Logistics KK (Ch. 17)
KK (Ch. 18)
 11 Designing and Managing Integrated Marketing Communications
Managing Mass Communications
KK (Ch. 19)
KK (Ch. 20)
 12 Managing Digital Communications Managing Personal Communications KK (Ch. 21)
KK (Ch. 22)
 13 Introducing   New   Market   Offerings
Tapping into Global markets
KK (Ch. 15)
KK (Ch. 8)
14 Managing a Holistic Marketing Organization for the Long Run KK (Ch. 23)
Final Exam