Marketing management basics

Learning Objectives:

After this lesson, students are expected to:

• Categorize the environmental components and conditions as well as their impacts on

• Determine the important elements of marketing strategies as well as their applications in

• Develop an analytical ability and the necessary operational skills required for identifying
lucrative opportunities;

• Reflect on the consequences of ignoring threats and failure to identify and analyze strengths and
weaknesses of marketing strategies; and

• Apply effective strategies to leverage marketing opportunities.

Marketing Management

Marketing management is a dynamic and strategic approach to business that focuses on creating,
communicating, and delivering value to customers. It involves a comprehensive set of activities designed
to meet the needs and wants of a target market while achieving the organization's goals.

Marketing Management Strategies

Market management strategies refer to the comprehensive plans and actions that organizations employ
to achieve their marketing objectives and create a competitive advantage in the marketplace.
Production Concept of Marketing

Focuses on the efficiency of production processes and the widespread availability of affordable
products. It places a significant emphasis on mass production and cost efficiency.

Product Concept of Marketing

Refers to the idea and features of a product that a company brings to the market. It encompasses the
unique selling proposition and the value proposition that the product offers to consumers.

Selling Concept of marketing

Emphasizes aggressive sales techniques and promotional efforts to persuade consumers to buy a
product or service.

Profit Concept of Marketing

This concept focuses on generating revenue and managing costs effectively to achieve a positive
financial outcome.

Social Marketing Concept

The social marketing concept is a marketing philosophy that goes beyond traditional business goals of
profit maximization and focuses on promoting positive social change or addressing societal issues.

Marketing variables

• Product- involves determining product features such as size, color, materials, form,
composition, packaging, product line and product purpose.

• Price- determined and played around based on production cost.

• Place- distribution decisions include channel selection, logistics, inventory management,

• Promotion - concerned in the situation about competitors differentiation.

• People- in service marketing account for the skills and personality of people involve in the
marketing process.

• Process- management considers cost efficiency in logistics, delivery and schedule.

• Physical Evidence- includes packaging and design for differentiation, information, and adding
value to the service and its products.
 Product and operation management

Learning Objectives:

• determine what goes in the creation of a product or service;

• identify the scope of production and operations management;

• distinguish the types and systems of production;

• explain the benefits of production and operations management; and

• integrate production and operations management in the bigger strategic business

Production and Operation Management

- involves the major areas of production planning and control, project management, supply chain
management, and inventory management.
- identifies the process that transforms raw materials to finished products, and the series of
processes that convert to a service.

Production Process - refers to manufacturing activities that result in either semi- finished product,
finished product, or a by-product

Operation Process - refers to activities that result in the availability of a complete service or an allied
service.

Production and Operation Management- the application of the management functions of planning,
organizing, directing, and controlling in the process of manufacturing goods or in the provision of a
service.
OPERATIONS- refer to any process that accepts inputs and uses resources to change those inputs in
useful ways.

OPERATIONS MANAGEMENT - focused upon administration, planning, and execution of operations

PRODUCTION MANAGEMENT - deals with planning, control, and decision making necessary for carrying
out the production process.

Effectiveness – refers to goal achievement

Efficiency – related to the cost resources utilization involved in the production and operation activity.

System- provides an efficient and effective framework of activities necessary to attain an objective.

Element - consists of men, materials, machines, process, and information network

LOCATION OF FACILITIES - is a long-term capacity decision, which involves a long-term commitment

LAYOUT DESIGN- the capacity of the organization to make substantial investment in money and effort,
its commitment to maintain the facility, and a full evaluation of cost efficiency to the operations.
PRODUCTIVITY- it is the goal or objective in production and operations management.

PRODUCT DESIGN - deals with conversion of ideas into reality, and every business organization must
design, develop, and introduce new products as a survival and growth strategy.

Categories of Production Processes

FLOW PRODUCTION - referred to as mass production, denotes a production process that runs in
sequence

BATCH PRODUCTION- divides production output in component parts

UNIT PRODUCTION- happens when production is made according to when the customer specifically
requires it.

PRODUCTION PLANNING AND CONTROL- implementing plans in terms of job schedule, machine
appropriation, and actual workflow.

PROJECT MANAGEMENT- evolved from Henry Gantt’s famous Gantt chart and Henri Fayol’s Five
management functions of planning, organizing, commnading, coordinating and controlling

SUPPLY CHAIN MANAGEMENT- involves a broad function that sees planning, design, control, and
implementation of processes related to procurement, manufacturing, distribution, and sales functions of
an enterprise.

WAREHOUSE MANAGEMENT- completes the logistics process in ensuring the security and safety of
goods, finished or unfinished, at any stage of raw materials procurement, production, and distribution.
HUMAN RESOURCES MANAGEMENT BASICS

HUMAN RESOURCES MANAGEMENT (HRM)

- it involves the monitoring of the culture of the organization, and is responsible for the
recruitment of appropriate workforce, in the recommendation of market-based compensation
and benefits that are in accordance with the company’s current and potential resources and in
the crafting of an overall strategic employee development plan.

5 FUNCTIONAL AREAS OF HRM

1.Organizational Design

2. Staffing

3. Reward, Benefit and Compensation

4. Training and Development

5. Performance Management and Appraisal System

JOB ANALYSIS- Outlines the human resource management plan

JOB DESCRIPTION- Contains the job title, location, summary of duties, machines, tools, equipment
needed to perform the job

JOB SPECIFICATION- Contains the statement of manpower qualification for a specific job

1.DESIGNING ORGANIZATIONAL STRUCTURES - also considers efficient work process and dynamics. This
being said, due consideration is given not only to the daily processes but more so to the organization's
priority areas that are more often accomplished over a longer period. Understanding the efficiency of all
systems and programs marks the beginning of the analysis on how to better improve results and
outcomes

2.STAFFING -comes after job analysis and human resource planning. It includes recruitment, selection,
placement, and orientation. Recruitment is the process of searching for prospective employees and
providing an encouraging environment for them to pursue their job application in the organization

SELECTION- is the process of determining the qualifications, knowledge, skills, attitude, experiences, and
values of an applicant with the purpose of ascertaining job suitability.

PLACEMENT- is the process of giving the selected candidate the most suitable job in terms of the
organizational requirement and the prospective employees' qualifications after the formalities of
screening.
3.REWARD, BENEFIT AND COMPENSATION SYSTEM - Human resource management is valuable to the
organization as it helps attract and retain the right people. Valuable to human resource management
efficiency is having a good reward, benefits, and compensation system. This process involves wage and
salary administration, providing incentive and fringe benefits schemes, as well as social security
insurance and creation of retirement funds.

4.TRAINING AND DEVELOPMENT- Are the process of creating avenues for employee improvement,
reskilling and upskilling for managerial development, career planning, and transfer or promotion.
Training is the imparting of technical and operational skills that are needed for the current job

5.PERFORMANCE MANAGEMENT AND APPRAISAL - defines the direction and movements of the
careers of people in the organization. This systematic assessment of an individual's job performance and
their potential for advancement results in further training, coaching, or correction as needed.