Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa

Descriptors

After having completed the compulsory subject Marketing Management I in the previous semester, this subject, Marketing Management II, aims to equip students with the knowledge, concepts and main tools for the design of marketing strategies related to commercial instrumental variables: product, price, distribution and communication

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General proficiencies

A student should acquire in this course:

General skills:
CG01. Capacity for analysis and synthesis
CG02. Capacity for organization and planning
CG03. Oral and written communication in the native language
CG07. Ability to solve problems
CG08. Ability to take decisions
CG09. Ability to work in team
CG14. Critical thinking ability
CG17. Ability to learn independently
CG18. Ability to adapt to new situations
CG19 Creativity

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Specific proficiencies

Specific skills:

CE02. Identify sources of economic information and content
CE03. Derive data unrecognizable relevant information by non-professionals
CE04. Apply the analysis of problems based on professional criteria technical tools
CE05. Issue advisory reports on situations of firms and markets
CE08. Manage and administer a business or organization, understanding their competitive and institutional location and identifying their strengths and weaknesses
CE12. Plan, organize and control projects in the various functional areas of the company
CE13. Identify the company as a system and recognize the interdependencies between the various functional areas

CE14. Implement policies and practices aimed at improving the effectiveness and efficiency of business management
CE18. Develop marketing policies to improve knowledge of the needs of consumers and raise their level of satisfaction

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Methodology

Trabajo no presencial:
- Preparación de la bibliografía y material de trabajo correspondiente a las clases magistrales
- Preparación de trabajos individuales y de grupo
- Preparación de exámenes
- Tutorías individualizadas o en grupos de trabajo reducidos
Sessions:
Theory sessions: 50% of the contact hours of the course
- Lectures in which they explain the fundamental contents of matter
- Debates about the contents explained
- Recommended Reading Discussion
- Building Activities contents analyzed
Sessions: 50% of the contact hours
- Active participation of the student in a virtual business simulation game
- Discussion of case studies related to the teaching units for
- Exhibition of reports and papers
- Taking the exam
- Test Review
- Conferences, taught by renowned professionals in the appropriate topic
Class work:
- Preparation of the literature and work material corresponding to the lectures
- Preparation of individual and group work
- Exam Preparation
- Individualized tutoring or small workgroups

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Evaluation

The evaluation of the course incorporates various elements of the same in the following proportion:
a) Final exam subject (50%). Recoverable. Required minimum Note: 4 points out of 10. It will be required to appear in the special assessment period to have obtained at least 2.5 points in the regular evaluation period
b) Results and participation in pretend play (25%). Not recoverable. Be valued score in the game, the level of participation and the use of appropriate tools in the execution of the game
c) Presentation and final report exposure simulation game (10%). Not recoverable. It will assess the explanation of the strategies, the clarity and succinctness of the content of the report and the oral presentation of the report
d) Preparation and participation in practical cases (15%) not recoverable. Work will be assessed during the session and the group report submitted

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Agenda

Unit I: The instrument product
a) Learning Objectives of the unit
- Understand the importance of the product within the marketing tools of organizations
- Be able to coordinate decisions regarding the product and services added at the same
b) Contents
Topic 1: Strategies product and its attributes
1.1. Concept and product types
1.2. Branding
1.3. Strategies other product attributes
Topic 2: Marketing Services
2.1. Concept and classification of services
2.2. Marketing strategy services companies
Item 3: Development of new products and services
3.1. Strategy new product development
3.2. Development process of a new product
3.3. Development of new management porductos
Item 4: Product Lifecycle
4.1. Concept and types of product life cycle
4.2. Managing product life cycle
c) teaching and learning activities
- Reading material for students assigned by the teacher
- Presentation by Professor of the main concepts
- Debate on the concepts
- Discussion of readings and case studies
- Presentation of the simulation game
- Decision-making simulation game
d) Support resources, materials and literature
Kotler, P. and Armstrong, G. (2009) Principles of Marketing, 12th ed., Pearson-Prentice Hall. Chapters 8 and 9
Kerin, R. A., Hartley, S. W. and Rudelius, W. (2008) Marketing, 9th ed., McGraw-Hill. Chapters 10, 11 and 12
- Handout
- Readings
- Case Study
- Manual simulation game
e) Assessment of student work
- Attendance and participation in class
- Individual and / or group

Unit II: The instrument price
a) Learning Objectives of the unit
- Gain awareness of the role of price in the purchase decision process of consumers and their importance in the economy
- Be able to develop effective strategies pricing
b) Contents
Item 5: Pricing of products
5.1. Concept and importance of price
5.2. Factors influencing pricing
5.3. Pricing strategies
5.3. Price Match Strategies
c) teaching and learning activities
- Reading material for students assigned by the teacher
- Presentation by Professor of the main concepts
- Debate on the concepts
- Discussion of readings and case studies
- Decision-making simulation game
d) Support resources, materials and literature
Kotler, P. and Armstrong, G. (2009) Principles of Marketing, 12th ed., Pearson-Prentice Hall. Chapters 10 and 11
Kerin, R. A., Hartley, S. W. and Rudelius, W. (2008) Marketing, 9th ed., McGraw-Hill. Chapters 13 and 14
- Handout
- Readings
- Case Study
e) Assessment of student work
- Attendance and participation in class
- Individual and / or group
Unit III: The instrument distribution
a) Learning Objectives of the unit
- Get an overview of the different existing distribution systems in an organization
- Be able to design and manage the strategic management of a company distribution
b) Contents
Item 6: Design and management of marketing channels
6.1. Supply chains and the Value Delivery Network
6.2. Nature and importance of distribution channels
6.3. Channel Behavior and Organization
6.4. Decisions about the design of the channel
6.5. Decisions on the management of the channel
Item 7: Retail, wholesale, direct marketing and online marketing
7.1. Retail distribution: types of retailers and marketing decisions
7.2. Wholesale distribution: types of wholesalers and marketing decisions
7.3. Direct marketing
c) teaching and learning activities
- Reading material for students assigned by the teacher
- Presentation by Professor of the main concepts
- Debate on the concepts
- Discussion of readings and case studies
- Decision-making simulation game
d) Support resources, materials and literature
Kotler, P. and Armstrong, G. (2009) Principles of Marketing, 12th ed., Pearson-Prentice Hall. Chapters 12, 13 and 17
Kerin, R. A., Hartley, S. W. and Rudelius, W. (2008) Marketing, 9th ed., McGraw-Hill. Chapters 15, 16, 17 and 18
- Handout
- Readings
- Case Study
e) Assessment of student work
- Attendance and participation in class
- Individual and / or group
Unit IV: The instrument communication
a) Learning Objectives of the unit
- Understand, from a theoretical point of view, the fundamentals of advertising as a marketing tool
- Know the different elements of the communication mix of organizations, so that the student assess the usefulness of each in specific situations
b) Contents
Item 8: Design and management of communication
8.1. Marketing communication tools
8.3. Integrated marketing communication
8.4. Elements of the communication process
8.5. Stages in the development of effective communication
8.6. Social responsibility of marketing communication
Item 9: Mass Communication Strategies
9.1. Advertising
9.2. Public relations
9.3. Sales Promotion
Item 10: Personal Communication Strategies
10.1. Personal Selling
10.2. Managing the sales force
10.3. Supervision and motivation of sellers
10.4. The personal selling process
c) teaching and learning activities
- Reading material for students assigned by the teacher
- Presentation by Professor of the main concepts
- Debate on the concepts
- Discussion of readings and case studies
- Decision-making simulation game
d) Support resources, materials and literature
Kotler, P. and Armstrong, G. (2009) Principles of Marketing, 12th ed., Pearson-Prentice Hall. Chapters 14, 15 and 16
Kerin, R. A., Hartley, S. W. and Rudelius, W. (2008) Marketing, 9th ed., McGraw-Hill. Chapters 18, 19 and 20
- Handout
- Readings
- Case Study
e) Assessment of student work
- Attendance and participation in class
- Individual and / or group

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Bibliography

Access the bibliography that your professor has requested from the Library.

Kotler, P. y G. Armstrong (2011), Principles de Marketing, Pearson-Prentice Hall, 14 Ed.
Cases
Articles

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