Case Study

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LYCEUM-NORTHWESTERN UNIVERSITY
Dagupan City
INSTITUTE OF GRADUATE AND PROFESSINAL STUDIES

CHAPTER 4: GLOBAL DIMENSIONS OF MARKETING
(CONTEMPORARY MARKETING)
CHAPTER 3: THE NEW ROLE OF HUMAN RESOURCES

A Reaction Paper & Case study submitted
In Partial fulfillment of the
Requirements at
Marketing Management and Human Resource Management
In the Master of Business Administration Program
First Semester 2012

Under
DR. MARIETTA B. SORIO, CPA

Submitted by:
VIRGINIA ANNABELLE V. DE LEON
TABLE OF CONTENTS

Title Page ---------------------------------------------------------------- PAGE 1 I.Introduction --------------------------------------------------------------3
Objectives ----------------------------------------------------------------5
Background & Rationale -----------------------------------------------5
Definition of Terms -----------------------------------------------------7 II. My Case Study/ Scientific Approach ---------------------------------8
Title: Kit-Kat: Revitalizing a brand leader ---------------------------10Time Frame: Present ----------------------------------------------------10 III. Discussion (Reports) ---------------------------------------------------- 12
Chapter 4: Global Dimensions of Marketing ------------------------12
Chapter 3: The New Role of Human Resources --------------------16
Discussion: Seminar for Faculty and Students 2012 ---------------20 IV.Marketing Plan (Drowzey Hotel) -------------------------------------22 V. Organizational Chart (Baguio Country Club) -----------------------45 VI.References ---------------------------------------------------------------53

CHAPTER I
INTRODUCTION

Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Rapidly emerging forces of globalization have led firms to market beyond the borders of their home countries, making international marketing highly significant and an integral part of a firm's marketing strategy. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business's size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product. To create an effective, cost-efficient marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate. In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning.

On the other hand, the Human Resource Management (HRM, or simply HR) is the management of an organization's workforce, or human resources. It is responsible for the attraction, selection, training, assessment, and rewarding of employees, while also overseeing organizational leadership and culture, and ensuring compliance with employment and labor laws. In circumstances where employees desire and are legally authorized to hold a collective bargaining agreement, HR will typically also serve as the company's primary liaison with the employees' representatives (usually a labor union).

HR is a product of the human relations movement of the early 20th century, when researchers began documenting ways of creating business value through the strategic management of the workforce. The function was initially dominated by transactional work such as payroll and benefits administration, but due to globalization, company consolidation, technological advancement, and further research, HR now focuses on strategic initiatives like mergers and acquisitions, talent management,...
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