Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa

Module/Subject matter

Markets, Strategy and Performance.

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Contents

The purpose of the course is to introduce the students to some of the hot topics in Marketing, following an economics and analytical perspective. For each topic, two levels of analysis will be covered: the practitioner level and the academic research level.

The first part will review areas such as international marketing and marketing metrics.

The second part will cover the following topics: Choice and Customer Lifetime Value segmentation and targeting; Academic research in marketing: some examples.

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Descriptors

Marketing, Choice models, Customer Lifetime Value, International Marketing, Marketing metrics.

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General proficiencies

GT1 Communicate the results of a research using different means and to different audiences.

GT2 Dominate the technical tools to develop applied studies.

GT3 Identify the relevant information sources and their contents for a future explotation.

GT4 Develop an ethical, social and environmental commitment.

GT5 Capacity to work in multidisciplinary and international teams.

GT6 Develop a critical and developmental way of thinking when confronted with their work as well as with the work of others.

GT7 Capability to motivate the analyses, interpret the results and present them in clear and concise way.

GT8 Leadership and decision capacity.

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Specific proficiencies

CE05 - To analyze the structure and evolution of product and factor markets and the optimal behavior of the firm in these markets.

CE06 - To analyze real cases from a theoretical perspective with the aim of obtaining a better understanding of organizations.

CE11 - To distinguish the characteristics and relationships among the different variables that determine firm strategy.

CE19 - To obtains valid conclusions for real firms from the analysis of cases.

CE18 - To develop marketing policies which enhance knowledge of consumer needs and increase consumer satisfaction

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Learning outcomes

CE05.1- Compare the structure and evolution of product and factor markets.

CE05.2- Assess the adaptation and optimal behavior of the firms in these markets.

CE06.1- Study the competitive behavior of the firm in different contexts.

CE11.1- Deeper understanding of the variables that determine the competitive strategy of the firm.

CE11.2- Distinguish the different strategies set up by the firms.

CE19.1- Define firm policies aimed at improving the firm's competitive advantage.

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Methodology

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Languages

English.

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Evaluation

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Agenda

Introduction to Marketing.

· Course presentation

· Introduction to marketing.

International Marketing

Reading List

1. Holt, D.B., Quelch, J.A., Taylor, E.L. (2004): “How global brands compete”. Harvard Business Review 82 (9), pp. 68-75 (*)

2. Stoian, M.C.; Rialp, A.; Rialp, J. (2012): “International Marketing Strategy and Export Performance in Spanish SMEs: a Contingency Approach”. International Journal of Entrepreneurship and Small Business. Vol. 15, p. 213 – 236

CASE: Freixenet Multimedia Case

Session 2. Choice based segmentation and targeting

· The strategic marketing process: segmentation, targeting and positioning.

· Choice based segmentation and targeting.

· Choice models and Stata

· Officestar example

References

· Chicago Booth (2013) The Secrets of Shopping, Capital Ideas

· Chintagunta, P.K., Chu, J. y Cebollada, J. (2012), “Quantifying Transaction Costs in Online / Offline Grocery Channel Choice”, Marketing Science, January/February, 31 (1): 96-114.

· Guadagni and Little, (1983) "A Logit Model of Brand Choice Calibrated on Scanner Data" Marketing Science, 2 (Summer), 203-238

· Lilien, Gary L. and Arvind Rangaswamy (2004) Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Trafford Publishing, Revised 2nd Edition

· Lilien, Gary L., Arvind Rangaswamy, and Arnaud De Bruyn (2007) Principles of Marketing Engineering, Trafford Publishing

· Lilien et al (2009) Choice Modeling: Marketing Engineering Technical Note

· Smith, M. D., & Brynjolfsson, E. (2001). Consumer decision‐making at an Internet shopbot: Brand still matters. The Journal of Industrial Economics, 49(4), 541-558.

· Train, Kenneth, (2009) Discrete Choice Methods with Simulation, Cambridge University Press, 2nd Ed.

Session 3. Case ABB Electric

· Case ABB electric.

References

· Lilien, Gary L. and Arvind Rangaswamy (2004) Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Trafford Publishing, Revised 2nd Edition

Session 4. Marketing Metrics

Reading list

1. Donthu, N; Hershberger, EK; Osmonbekov, T (2005): Benchmarking marketing productivity using data envelopment analysis. Journal of Business Research, Vol. 58, Issue: 11, p. 1474-1482 (*)

2. Färe, R., Grosskopf, S., Seldon, B. and Tremblay, V. (2004). “Advertising efficiency and the choice of media mix: a case of beer”. International Journal of Industrial Organization, 22: 503-522. (*)

3. Pergelova, A.; Prior, D.; Rialp, J. (2008): "Assessing Advertising efficiency: Does Internet play a role?" Academia, Revista Latinoamericana de Administración, 41, p.91 – 107 (*)

Session 5 and 6

· Customer Lifetime Value based segmentation and targeting

· Academic research in Marketing.

· Final paper details

References

· Gupta, S., Lehmann, D., & Ames Stuart, J. (2004). Valuing customers. Journal of Marketing Research, 7-18.

· Gupta, S., & Lehmann, D. R. (2003). Customers as assets. Journal of Interactive Marketing, 17(1), 9-24.

· Gupta, S., & Lehmann, D. R. (2005). Managing customers as investments. Wharton School Pub.

· Baerentzen, Andreas, (2006) Writing a Master’ Thesis, unpublished document

· University of Southampton, Web study and research at the U. of Southampton, undated and unpublished document

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Bibliography

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

See each session.

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Location

Check the university web page for schedule and classrooms.

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