Public University of Navarre



Academic year: 2018/2019
International Bachelor's degree in Management and Business Administration
Course code: 174502 Subject title: MARKETING MANAGEMENT II
Credits: 6 Type of subject: Mandatory Year: 3 Period: 1º S
Department:
Lecturers

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Module/Subject matter

Fundamentals of Marketing/Fundamentals of Marketing.

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Descriptors

Marketing-mix tools. Product life-cycle strategies. Pricing strategies. Marketing channels. Integrated marketing communications. 

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General proficiencies

CG01 A capacity for analysis and synthesis

CG02 A capacity for organisation and planning

CG03 Oral and written communication in their mother tongue

CG07 The capacity to solve problems

CG08 The capacity to make decisions

CG09 The capacity to work as part of a team

CG14 Critical and self-critical skills

CG17 A capacity for self-reliant learning

CG18 The capacity to adapt to new situations

CG19 Creativity

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Specific proficiencies

CE02 To identify sources of economic information relevant to their particular enterprise and their contents

CE03 To discern information and data relevant to their particular enterprise which a non-professional would be unable to recognise

CE04 To analyse business management problems, applying professional criteria based on the use of technical instruments

CE05 To produce advisory reports on specific business and market situations

CE12 To plan, organise and oversee projects in the different functional areas of an enterprise

CE13 To identify an enterprise as a system and recognise the interdependencies between its different functional areas

CE14 To implement policies and practices to improve business management effectiveness and efficiency

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

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Learning outcomes

Learning outcome Contents (subjects) Formative activities (see codes above) Assessment tool (see codes above)
R01. Understanding the importance of the product within the marketing tools organizations 1, 2, 3, 4 A1, A2, A3, A4, A5, A6, A7, A8 E1, E2, E4
R02. Being able to coordinate decisions on the product and its services 1, 2, 3, 4 A1, A2, A3, A4, A5, A6, A7, A8 E1, E2, E3, E4
R03. Acquiring awareness of the role of price in the purchasing decision process of consumers and their importance in the economy 5 A1, A2, A3, A4, A5, A6, A7, A8 E1, E2, E4
R04. Being able to develop effective pricing strategies 5 A1, A2, A3, A4, A5, A6, A7, A8 E1, E2, E3
R05. Acquiring an overview of the different existing placement systems in an organization 6, 7 A1, A2, A3, A4, A5, A6, A7, A8 E1, E2, E4
R06. Being able to design and manage the placement strategy of a company 6, 7 A1, A2, A3, A4, A5, A6, A7, A8 E1, E2, E3
R07. Understanding, from a theoretical point of view, the fundamentals of business communication as a marketing tool 8, 9, 10 A1, A2, A3, A4, A5, A6, A7, A8 E1, E3, E4
R08. Knowing the different elements of the communication mix of organizations, so that students can assess the usefulness of them in specific situations 8, 9, 10 A1, A2, A3, A4, A5, A6, A7, A8 E1, E2, E3, E4
R10. Policy decisions and business strategy: "marketing mix", pricing, placement, promotion and product policies 1, 2, 3, 4, 5, 6, 7, 8, 9, 10 A1, A2, A3, A4, A5, A6, A7, A8 E1, E2, E3, E4

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Methodology

Formative activities In-class hours Out-of-class hours
A-1 Expository/ Participatory class sessions 24  
A-2 Practices 24  
A-3 Discussion, sharing in community, tutoring of groups 08  
A-4 Report elaboration   36
A-5 Reading material   22
A-6 Individual study   30
A-7 Exams, screening tests 04  
A-8 Tutoring individuals   02
Total 60 90

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Relationship between formative activities and proficiencies

Proficiencies Formative activities
CE02, CE03, CE04, CE12, CE13, CE14, CE18 A-1 Expository/ Participatory class sessions
CG01, CG02, CG03, CG07, CG08, CG17, CG19, CE02, CE03, CE04, CE08, CE12, CE13, CE14, CE18 A-2 Practices
CG01, CG02, CG03, CG07, CG08, CG09, CG18, CG19, CE03, CE04, CE08, CE12, CE13, CE14, CE18 A-3 Discussion, sharing in community, tutoring of groups
CG01, CG02, CG03, CG07, CG08, CG09, CG17, CE02, CE03, CE04, CE05, CE12, CE13, CE14, CE18 A-4 Report elaboration
CG01, CG03, CG17, CE02, CE04 A-5 Reading material
CG01, CG03, CG17, CE02, CE04 A-6 Individual study
CG01, CG02, CG03, CG07, CG17, CE02, CE03, CE04, CE08, CE14, CE18 A-7 Exams, screening tests
CG01, CG07, CG17, CE04 A-8 Tutoring individuals

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Languages

English.

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Evaluation

Learning outcome Assessment tool Weight (%) Resitting
R01, R02, R03, R04, R05, R06, R07, R08, R10 E1. Final exam. Minimum score required: 5 out of 10 50 Yes
R01, R02, R03, R04, R05, R06, R08, R10 E2. Results and participation in the simulation game. The score on the game, the level of participation and the use of appropriate tools in the execution of the game will be assessed 25 No
R02, R04, R06, R07, R08, R10 E3. Presentation of the final report of the simulation game. The explanation of the strategies followed, clarity and content of the synthesis report and the oral presentation of the report will be assessed 10 No
R01, R02, R03, R05, R07, R08, R10 E4. Preparation and participation in practical cases. The cases discussed aspects of the simulation game. The work done during the session and the team final report will be assessed 15 No

For Erasmus and International programm incoming students: This subject has a strong component of practice that is evaluated during the class (50%). Please, do not register to this subject if you are not sure that you can attent in-person classes.

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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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Agenda

Unit I: Product as an instrument

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

Unit II: Price as an instrument

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

Unit III: Placement as an instrument

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

Unit IV: Promotion as an instrument

Module 8: Design and management of communication

8.1. Communication marketing tools

8.2. Integrated marketing communications

8.3. A view of the communication process

8.4. Steps in developing effective marketing communication

8.5. 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

10.4. Managing the sales force

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Bibliography

Acceda a la bibliografía que su profesor ha solicitado a la Biblioteca.


- Handout by the professor

- Readings and other references recommended by the professor

- Practical cases

- Kotler, P. & Armstrong, G. (2015) Principles of Marketing, 15th global edition, Pearson.

- Kerin, R.A.; Hartley, S.W. & Rudelius, W. (2011) Marketing, 10th edition, McGraw-Hill.

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Location

Campus Arrosadía.

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