Professional Documents
Culture Documents
4. Market-Oriented
Strategic
Planning
a. The
Strategic
Planning
Process
b. The
Components
of
the
Marketing
Plan
B.
1. Market
Opportunity
Analysis
a. Understanding
Market
Opportunities
a.1.
Aggregate
Market
Factors
a.2.
Category
Factors
a.3.
Environmental
Analysis
b. Understanding
Consumer
Behavior
b.1.
Major
Factors
Affecting
Consumer
Behavior
b.2.
Consumer
Buying
Process
c. Understanding
Organizational
Markets
and
Buying
Behavior
c.1.
Organizational
Buying
Process
c.2.
Purchasing
Processes
in
Government
Markets
2. Competitive
Analysis
a. Nature
of
Competition
b. Competitive
Strategies
and
Resources
c. Gathering
Competitor
Intelligence
d. Differential
Advantage
Analysis
e. Predicting
Future
Strategies
3. Customer
Analysis
a. Segmentation
and
Targeting
b. Differentiation
and
Positioning
C. Developing
Marketing
Strategy
Programs
1. Product
Decisions
a. Product
Strategy
b. Building
the
Brand
c. New
Product
Development
d. Service
Strategy
2. Pricing
Decisions
a. Pricing
Objectives
and
Strategies
b. Pricing
Methods
c. Channel
Discounts
and
Allowances
d. Legal
Considerations
in
Pricing
3. Place
Decisions
a. Managing
Marketing
Channels
and
the
Supply
Chain
b. Points
of
Customer
Interface:
Bricks
and
Clicks
D.
1. Developing
Marketing
Strategy
Programs
a. Integrated
Promotion
Decisions
a.1.
Integrated
Marketing
Communications
a.2.
Communication
Process
Model
13.5 hours
No. of Hours
13.5 hours
13.5 hours
8.
9.
References
A. Bibliography
a. Books
Kotler,
P.,
Keller,
K.,
Ang,
S.
H.,
Leong,
S.
M.,
&
Tan,
C.
T.
(2009).
Marketing
management:
an
Asian
perspective,
5th
ed.,
Singapore:
Pearson
Education
South
Asia
Pte
Ltd.
Lehman,
D.
R.
&Winer,
R.
S.
(2005).
Analysis
for
marketing
planning,
6th
ed.,
Burr
Ridge,
IL:
McGraw
Hill.
Loudon,
D.,
Stevens,
R.,
&Wrenn,
B.
(2005).
Marketing
management:
text
and
cases.
New
York:
Best
Business
Books.
Marshall,
G.
W.
&
Johnston,
M.
(2010).Marketing
management,
1st
ed.,
Burr
Ridge,
IL:
McGraw
Hill.
Mullins,
J.
W.,
Walker,
O.
Jr.,
&
Boyd,
H.
Jr.
(2008).
Marketing
management:
a
strategic
decision-making
approach,
6th
ed.,
Burr
Ridge,
IL:
McGraw-Hill/Irwin.
Neves,
M.
F.,
Castro,
L.
T.
&Cnsoli,
M.
A.
(2010).
Marketing
methods
to
improve
company
strategy:
applied
tools
and
frameworks
to
improve
a
companys
competitiveness
using
a
network
approach.
New
York,
NY:
Routledge.
b. Articles
Corey,
E.
R.
A
note
on
case
learning.
Harvard
Business
Review.
Boston,
MA.
Shapiro,
B.
P.
An
introduction
to
cases.
Harvard
Business
Review.
Boston,
MA.
c. Online
Journals
ProQuest:
Journal
of
Marketing
Management,
Helensburg
ProQuest:
Sales
and
Marketing
Management,
New
York
Course
Requirements
A.
B.
C.
D.
E.
Quizzes
Periodic
Examinations
Graded
Class
Participation
Written
Analysis
of
the
Case
Marketing
Plan
10. Grading
System
Midterm
Grade
Prelim
Examination
Midterm
Examination
25%
25%
25%
Class
Standing
Total
Final
Grade
50%
100%
Class
Standing
Total
50%
100%