UNIVERSITY OF CALOOCAN

EDSA CAMPUS

MASTER IN BUSINESS ADMINSTRATION

Course Title : Advanced Marketing Management

Course Duration: One Semester

Time : 7:00am – 10:00am

Professor : Marmelo V. Abante, EdD, PhD, DBTM, DBA, LLD

Email Add : drmar.ucc.edu.ph@gmail.com

Course Overview:

This course delves into the intricacies of marketing management at an advanced level, focusing
on strategic decision-making, innovative approaches, and the integration of emerging technologies.
Students will analyze real-world case studies, engage in hands-on projects, and develop the skills needed
to lead marketing efforts in dynamic business environments.

Course Objectives:

By the end of the course, students should be able to:

1. Understand advanced marketing concepts and theories.

2. Formulate and execute strategic marketing plans.

3. Analyze market trends and consumer behavior.

4. Integrate digital marketing strategies and emerging technologies.

5. Apply ethical and sustainable marketing practices.

6. Evaluate the impact of marketing decisions on overall business performance.

Module 1: An Overview of Strategic Marketing

• Introduction
• History
• Principles and Concepts
• Marketing's Role in Business Strategy

Module 2: Strategic Marketing Planning and Analysis

• Strategic marketing planning frameworks

• Environmental scanning and SWOT analysis

• Competitive analysis and positioning strategies

• Marketing metrics and performance measurement

Module 3: Consumer Behavior and Market Research

• Psychological factors influencing consumer behavior

• Cultural, social, and demographic influences

• Market research methodologies and data analysis techniques

• Customer insights and segmentation strategies

Module 4: Brand Management and Innovation

• Brand equity and brand positioning

• Building and managing strong brands

• Innovation and new product development strategies

• Intellectual property and brand protection

Module 5: Integrated Marketing Communications

• Advertising, public relations, and sales promotions

• Digital marketing and social media strategies

 • Content marketing and influencer partnerships

• Measuring the effectiveness of integrated campaigns

Module 6: International and Global Marketing

• Global market entry strategies

• Cross-cultural marketing challenges and adaptations

• Standardization vs. customization of marketing strategies

• Managing international distribution channels

Module 7: Emerging Trends in Marketing

• Artificial intelligence and machine learning in marketing

• Data-driven marketing and personalized experiences

• Sustainability and ethical considerations in marketing

• Augmented and virtual reality marketing

Module 8: Marketing Analytics and Decision-Making

• Marketing data analytics tools and techniques

• Predictive modeling and customer segmentation

• Data-driven decision-making in marketing

• ROI analysis and marketing attribution

Module 9: Marketing Leadership and Change Management

• Leading marketing teams and fostering creativity

• Change management in marketing initiatives

• Managing organizational culture for marketing success

• Ethical leadership and responsible marketing

Module 10: Capstone Project and Presentations

1. Capstone Project: Developing a Comprehensive Marketing Strategy

2. Presentation of Capstone Projects

3. Peer Evaluation and Feedback

Assessment Methods:

• Case study analyses

• Group projects and presentations

• Research papers and essays

• In-class discussions and debates

• Quizzes and examinations

Final Project:

Marketing Strategy Simulation Students work in teams to develop and present a comprehensive
marketing strategy for a simulated business scenario, incorporating various concepts learned throughout
the course.

Recommended Resources:

• Kotler, P., & Keller, K. L. (2021). Marketing Management. Pearson.

• Armstrong, G., & Cunningham, M. (2020). Principles of Marketing. Pearson.

• Berger, J. (2013). Contagious: How to Build Word of Mouth in the Digital Age. Simon & Schuster.

• Dr Nikolaos Dimitriadis, Neda Jovanovic Dimitriadis, Dr Jillian Ney. Advanced Marketing

Management: Principles, Skills and Tools 1st Edition