UNIVERSITY OF NEGROS OCCIDENTAL-RECOLETOS

COLLEGE OF BUSINESS AND ACCOUNTANCY

Bacolod City

ADVANCE MARKETING

Course Code :

Course Title : ADVANCE MARKETING

Professor : Rosario Desabille-Abaring, RN, MAN, PhD-BM

Course : This subject is a three (3)-unit subject designed to give PhD

Description students the necessary tools and frameworks to effectively
contribute in marketing decision – making regardless of
whether you follow a career in marketing positions per se,
or in another functional area.

It sets to place greater emphasis on both the latest internet-

based tools as well as time – tested marketing principles
relevant to those who works in companies of all kinds, dot –
com or others.

COURSE OUTLINE

SECTION 1 THE ROLE OF MARKETING IN DEVELOPING SUCCESSFUL BUSINESS

STRATEGIES

Chapter 1 The Marketing Management Process

Case: “Samsung’s Lessons in Design,” issue: The Journal of Business and Design,
Volume 9 No. 1
Barba, Ma. Ilonah

Chapter 2 The Marketing Implications of Corporate and Business Strategies

Case: “Big Blue Goes for the Big Win”, BusinessWeek, March 10, 2008.
Barba, Ma. Ilonah

SECTION 2 MARKET OPPORTUNITY ANALYSIS

Chapter 3 Understanding Marketing Opportunities

Case: “Asia Gets Hooked on Wireless” BusinessWeek June 19, 2000.
Caro, Shirley

Chapter 4 Understanding Consumer Buying Behavior

Case: “Carnival: Plenty of Ports in a Storm”, BusinessWeek, November 15, 2004
Caro, Shirley

Chapter 5 Understanding Organizational Markets and Buying Behavior

Case: “ A Moving Story,” The Economist, December 7, 2002
Gallego, Julie Ann

Chapter 6 Measuring Market Opportunities: Forecasting and Market Knowledge

Case: “ Intel’s Genevieve Bell: An Anthropologist at the Cutting Edge of Technology
and Society: A Gartner Fellows Interview, April 23, 2010.
Gallego, Julie Ann

Chapter 7 Targeting Attractive Market Segments

Case: “Burgeoning Bourgeoisie” special report, The Economist, February 24, 2009.
Guilaran, Leonard

Chapter 8 Differentiation and Brand Positioning

Case: “Jared of Subway Fame Touts Healthy Lifestyle at Heart Walk Kickoff,” The
Reporter, Vanderbilt Medical Center, October 3, 2003.
Guilaran, Leonard

SECTION 3 DEVELOPING STRATEGIC MARKETING PROGRAMS

Chapter 9 Business Strategies: A Foundation for Marketing Program Decisions

Case: The 3M Company 2010 Annual Report
Mendoza, Donna

Chapter 10 Product Decisions

Case: “What’s Egg?” ABA Banking Journal, September 2002
Mendoza, Donna

Chapter 11 Pricing Decisions

Case: “Lining Up for Profits”, The Economist, November 12, 2005.
Rivera, Geofrey

Chapter 12 Distribution Channel Decisions

Case: “Coke’s Last Round”, Bloomberg BusinessWeek, November 1, 2010
Rivera, Geofrey

Chapter 13 Integrated Promotion Decisions

Case: Knowledge @ Wharton, “No No No to Nano,” March 12, 2011
Rosales, Kezeiah

SECTION 4 STRATEGIC MARKETING PROGRAMS FOR SELECTED SITUATIONS

Chapter 14 Marketing Strategies for a Digitally Networked World

Case: “Amazon Launches Android App Store”, Financial Times, March 23, 2011
Rosales, Kezeiah

Chapter 15 Strategies for New and Growing Markets

Case: “Quick Studies”, BusinessWeek, November 18, 2002
Pere-ira, Mark Stephen

Chapter 16 Strategies for Mature and Declining Markets

Case: “Mining Money in Mature Markets”, Fortune, March 22, 1993.
Pere-ira, Mark Stephen

SECTION 5 IMPLEMENTING AND CONTROLLING MARKETING PROGRAMS

Chapter 17 Organizing and Planning for Effective Implementation

Case: “Electrolux: Brand Challenge”, The Economist, April 4, 2002
Pere-ira, Mark Stephen

COURSE METHODOLOGIES

In this Course, an integrative approach will be used. Students shall lay out the
Foundation and Concepts of the Marketing Management through presentation and
discussion. Brainstorming shall also be advocated as a means to evaluate cases as
herein provided.

COURSE MODE OF EVALUATION & OUTPUTS

Learning shall be individually measured through presentation, discussion, case

analysis and submission of these cases for purposes of evaluation.

Class Standing is composed of class participation, case analysis, group reporting and
discussion, actual case submission at the end of the semester.

Periodic exam will also be given basing on the scheduled examination dates of the
College of Business and Accountancy

GRADING SYSTEM
25% Written Output
25% Oral Performances
20% Midterm
30% Final Requirement
COURSE REQUIREMENT

Cases 1- 8 : WAC Deadline: Midterm Exam (Case study approach based on the topic
assigned)
Cases 9 – 15: WAC Deadline: Final Exam (Case study approach based on the topic
assigned)
COURSE REFERENCE

Marketing Management: A Strategic Decision – Making Approach

By : John W. Mullins/ Walker Jr.