Public University of Navarre

Academic year: 2018/2019 | Previous academic years:  2017/2018  |  2016/2017  |  2015/2016  |  2014/2015 
International Double Bachelor's degree in Economics, Management and Business Administration
Course code: 176703 Subject title: MARKETING MANAGEMENT II
Credits: 6 Type of subject: Mandatory Year: 4 Period: 1º S
Department: Gestión de Empresas

Partes de este texto:


Module/Subject matter

Fundamentals of Marketing/Fundamentals of Marketing.



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


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

CG05. IT knwledge in the subject field

CG07 The capacity to solve problems

CG08 The capacity to make decisions

CG09 The capacity to work as part of a team

CG12. Interpersonal skills

CG14 Critical and self-critical skills

CG15. Ethical commitment

CG17 A capacity for self-reliant learning

CG19 Creativity

CB1. Students' evidence of knowledge and understanding on a specific field of study coming from secondary education and relying on advanced textbooks involving  cutting-edge knowdlege on the field.

CB2. Students' evidence on how to apply their knowledge to their work in a professional environment

CB4. Students' ability to communicate information, concepts, problems and solutions to an audience

CB5. Students' learining skills needed to adress post graduate degrees


Specific proficiencies

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

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

CE07. To assess the company's situation and prospects through relevant information

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


Learning outcomes

Learning outcome Contents (subjects) Formative activities (see codes above) Assessment tool (see codes above)
R_MK_04. To understand the operational decisions in a marketing planning process 1, 2, 3, 4, 5, 6, 7, 8, 9, 10 A1, A2, A3, A4, A5, A6, A7, A8 E1, E2, E3, E4
R_MK_05. To be able of analise the markting environment: markets and consumer behaviours 1, 2, 3, 4, 5, 6, 7, 8, 9, 10 A1, A2, A3, A4, A5, A6, A7, A8 E1, E2, E4
R_MK_06. To be able of making marketing decisions 1, 2, 3, 4, 5, 6, 7, 8, 9, 10 A1, A2, A3, A4, A5, A6, A7, A8 E1, E2, E3, E4



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


Relationship between formative activities and proficiencies

Proficiencies Formative activities
CE02, CE04, CE13, CE14, CE18 A-1 Expository/ Participatory class sessions
CG01, CG02, CG03, CG07, CG08, CG17, CG19, CE02, CE04, CE13, CE14, CE18 A-2 Practices
CG01, CG02, CG03, CG07, CG08, CG09, CG19, CE04, CE13, CE14, CE18 A-3 Discussion, sharing in community, tutoring of groups
CG01, CG02, CG03, CG07, CG08, CG09, CG17, CE02, , CE04, CE05, 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, CE04, CE14, CE18 A-7 Exams, screening tests
CG01, CG07, CG17, CE04 A-8 Tutoring individuals






Learning outcome Assessment tool Weight (%) Resitting
R_MK_04, R_MK_05, R_MK_06 E1. Final exam. Minimum score required: 5 out of 10 40-60 Yes
R_MK_04, R_MK_05, R_MK_06 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 0-30 No
R_MK_04, R_MK_05, R_MK_06 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 0-30 No
R_MK_04, R_MK_05, R_MK_06 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 0-30 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.



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.



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



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.



Campus Arrosadía.