Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa

Contents

This subject, Marketing Management II follows on from Marketing Management I in the previous semester. This subject aims to equip students with a new knowledge, different concepts and tools of marketing strategies based upon the main commercial instrumental variables: product, price, place and promotion.

Assume well-known the concepts of the subject 172402 Marketing Management I. It is recommended that you at least study the subjects 172101 Business economics and 172102 Fundamentals of economy.

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Descriptors

176703 Marketing Management II. 4rd year, 7th semester, International Double Degree in Economics and Business Administration and Management. Mandatory subject. ECTS: 6. Subject type: A’ (60 in-class hours: 30 of theory and 30 into 2 sections).

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General proficiencies

CG01. Capacity for analysis and synthesis
CG02. Ability to organise and plan
CG03. Oral and written communications in English
CG07. Ability to solve problems
CG08. Ability to make decisions
CG09. Ability to work in a team
CG14. Ability to think critically
CG17. Ability to learn independently
CG18. Ability to adapt to new situations
CG19. Ability to enhance creativity

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Specific proficiencies

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

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Evaluation

1. Final exam subject (50%). Resitting.

2. Results and participation in the simulation game (25%). No possibility of resitting. You will be assessed according to the score of the simulation game, the level of participation and the use of appropriate tools in the execution of the simulation game.

3. Presentation and final report of the simulation game (10%). No possibility of resitting. You will be assessed on your explanation of the strategies, the clarity and synthesis of the report and your oral presentation and communication skills.

4. Preparation and participation in practical cases (15%). No possibility of resitting. You will assessed during the sessions as an individual and as a part of a group.

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Agenda

Unit I: Product as an instrument
a) Learning goals of the unit
- Understand the importance of the product as a marketing tool within an organization
- Be able to coordinate decisions related to the product and the added services at the same time
b) Contents

Module 1: Product and Brands: Building Customer Value
1.1. Define product and the major classifications of products
1.2. Branding strategy
1.3. Strategies of other product attributes

Module 2: Services: Building Customer Value
2.1. Define service and the major classifications of services
2.2. Marketing strategy in the services companies

Module 3: New-Product Development
3.1. New-product development strategies
3.2. The new-product development process
3.3. Managing new-product development

Module 4: Product Life-Cycle Strategies
4.1. Concept and the stages of the product life cycle
4.2. Product life-cycle management
c) Teaching and learning activities
- Reading materials for students assigned by the professor
- Presentation by professor of the main concepts
- Debate of the concepts
- Discussion of readings and practical cases
- Presentation of the simulation game
- Decision-making simulation game
d) Support resources, materials and literature
Kotler, P. & Armstrong, G. (2012) Principles of Marketing, 14th global edition, Pearson. Chapters 8 & 9
Kerin, R.A.; Hartley, S.W. & Rudelius, W. (2011) Marketing, 10th edition, McGraw-Hill. Chapters 10, 11 & 12
- Handout
- Readings
- Practical cases
- Manual simulation game
e) Assessment of the student work
- Attendance and participation in class
- Individual and group tasks

Unit II: Price as an instrument
a) Learning goals of the unit
- Gain awareness of the role of price in the purchase decision process and their importance in the economy
- Be able to develop effective pricing strategies

Module 5: Setting prices
5.1. Concept and importance of the prices
5.2. Factors when setting prices
5.3. Major pricing strategies
5.4. Price-Adjustment Strategies
c) Teaching and learning activities
- Reading materials for students assigned by the professor
- Presentation by professor of the main concepts
- Debate of the concepts
- Discussion of readings and practical cases
- Decision-making simulation game
d) Support resources, materials and literature
Kotler, P. & Armstrong, G (2012) Principles of Marketing, 14th global edition, Pearson. Chapters 10 & 11
Kerin, R.A.; Hartley, S.W. & Rudelius, W. (2011) Marketing, 10th edition, McGraw-Hill. Chapters 13 & 14
- Handout
- Readings
- Practical cases
e) Assessment of the student work
- Attendance and participation in class
- Individual and group tasks
 Unit III: Placement as an instrument
a) Learning goals of the unit
- Get an overview of the different existing distribution systems in an organization
- Be able to design and manage the strategic distribution management of a company
b) Contents

Module 6: Design and management of marketing channels
6.1. Supply chains and the value delivery network
6.2. The nature and importance of marketing channels
6.3. Channel behaviour and organization
6.4. Channel design decisions
6.5. Channel management decisions

Module 7: Retailing, wholesaling, direct marketing and online marketing
7.1. Retailing: major types of retailers and their marketing decisions
7.2. Wholesaling: major types of wholesalers and their marketing decisions
7.3. Direct marketing: growth and benefits
7.4. Forms of direct marketing
7.5. Online marketing
7.6. Integrated direct marketing
c) Teaching and learning activities
- Reading materials for students assigned by the professor
- Presentation by professor of the main concepts
- Debate of the concepts
- Discussion of readings and practical cases
- Decision-making simulation game
d) Support resources, materials and literature
Kotler, P. & Armstrong, G. (2012) Principles of Marketing, 14th global edition, Pearson. Chapters 12, 13 & 17
Kerin, R.A.; Hartley, S.W. & Rudelius, W. (2011) Marketing, 10th edition, McGraw-Hill. Chapters 15, 16, 17 & 18
- Handout
- Readings
- Practical cases
e) Assessment of the student work
- Attendance and participation in class
- Individual and group tasks
Unit IV: Promotion as an instrument
a) Learning goals of the unit
- Understand, from a theoretical point of view, the principles 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 of one in specific situations
b) Contents

Module 8: Design and management of communication
8.1. Integrated marketing communications
8.2. The promotion mix
8.3. Steps in developing effective marketing communication
8.4. Socially responsible marketing communication

Module 9: Mass communication strategies: advertising, public relations and sales promotion
9.1. Advertising
9.2. Public relations
9.3. Sales promotion

Module 10: Personal selling strategies
10.1. Personal selling
10.2. Managing the sales forces
10.3. Supervising and motivating salespeople
c) Teaching and learning activities
- Reading materials for students assigned by the professor
- Presentation by professor of the main concepts
- Debate of the concepts
- Discussion of readings and practical cases
- Decision-making simulation game
d) Support resources, materials and literature
Kotler, P. & Armstrong, G. (2012) Principles of Marketing, 14th global edition, Pearson. Chapters 14, 15 & 16
Kerin, R.A.; Hartley, S.W. & Rudelius, W. (2011) Marketing, 10th edition, McGraw-Hill. Chapters 18, 19 & 20
- Handout
- Readings
- Practical cases
e) Assessment of the student work
- Attendance and participation in class
- Individual and group tasks

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Bibliography

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

Main references books:

• Kotler, P. & Armstrong, G. (2012) Principles of Marketing, 14th global edition, Pearson.
• Kerin, R.A.; Hartley, S.W. & Rudelius, W. (2011) Marketing, 10th edition, McGraw-Hill.

Handout

Readings and other references recommended by the professor

Practical cases

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Languages

English.

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Location

Campus Arrosadía

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