MBA MM2 2018 Course Outline _v3.pdf - Master in Business Administration MBA 2018 School Year 2017-2018 Course Outline School W Sycip Graduate School of

MBA MM2 2018 Course Outline _v3.pdf - Master in Business...

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Template v19 (1) as of 23 March 2017 Master in Business Administration MBA 2018 School Year 2017-2018 Course Outline School W. Sycip Graduate School of Business (GSB) Department Marketing Department Course Title Marketing Management 2 Units 2 Term 2 Faculty Prof. Richard Anthony L. Cruz Email Address [email protected] Consultation Hours By Appointment Department Staff Arielle Ramirez Program Staff Lot Aramil Email Address [email protected] Email Address [email protected] Extension Number 3106 Extension Number 1804 A. Course Description and Goals This course is designed to help MBA students develop critical and strategic thinking skills in a rapidly evolving marketing landscape. The need for companies to continuously seek new values for their customers, to capture margins for their shareholders and to enhance sustainability along the way requires students to be more creative and innovative. This course will develop the ability of students to participate actively in the value creation and delivery processes. B. Pre-requisites Marketing Management 1 C. Course Learning Outcomes At the end of the course, students will be able to: 1. Develop marketing strategic thinking and imagination 2. Develop skills to do the following: a. Segmentation and Target Market Selection b. Branding and Positioning c. Identifying and Mapping Key Product Features d. Designing Communications Campaign e. Evaluate Channel Design f. Formulate Pricing Strategy g. Marketing Accountability Metrics D. Contribution to Program Learning Goals
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