Public University of Navarre



Academic year: 2017/2018 | Previous academic years:  2016/2017  |  2015/2016 
Master’s degree in Business Economics, Organisation and Management
Course code: 71834 Subject title: Marketing
Credits: 3 Type of subject: Mandatory Year: 1 Period: 2º S
Department: Business Administration
Lecturers
CEBOLLADA CALVO, JOSE JAVIER (Resp) ARCE URRIZA, MARTA

Partes de este texto:

 

Module/Subject matter

Markets, Strategy and Performance/Marketing.

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Descriptors

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

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General proficiencies

1. Analyse business cases from a theoretical perspective with the aim of better understanding organisational behaviours.

2. Analyse the structure and evolution of output and input markets and the optimal firm behaviour.

3. Develop a critical and a constructive attitude to one's work and that of others.

4. Display knowledge of the economic and institutional environment in which the economic agents interact within, or through, economic organisations.

5. Explain and motivate the analyses, interpret the results and present all these clearly and concisely in English.

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Specific proficiencies

1. Master the technical and IT tools needed to carry out applied studies.

2. Distinguish the characteristics and relations of the different variables that condition corporate strategy.

3. Understand, analyse and solve complex problems related to the efficiency of organisations on the basis of broad knowledge of advanced tools for business economic analysis.

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Learning outcomes

1. Assess the company's adaptation and optimal behaviour in these markets.

2. Design business policies aimed at improving competitive advantage.

3. Distinguish the different business strategies in real business operation.

4. Identify the different strategies driving organisational performance.

5. Study the competitive behaviour of companies in various contexts.

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Methodology

Activity Hours ECTS
1-Lectures, discussions and case presentations 18 0.72
2-Training and monitoring of work in progress and cases 6 0.24
3-Reading related cases and articles and practical preparation and study 18 0.72
Total 42 1.68

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Relationship between formative activities and proficiencies

Proficiencies Formative activities
GP1, GP2, GP3, G4, GP5, SP1, SP2, SP3 1
GP2, GP3, G4, GP5, SP1 2
GP1, GP2, GP3, G4, GP5, SP1, SP2, SP3 3

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Languages

English.

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Evaluation

Learning outcomes Assessment tool Weight (%)
1, 2, 3, 4, 5 Class assignments, class participation, and paper presentations 40
1, 2, 3, 4, 5 Final paper 60

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Contents

1.- Introduction and Objectives

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.

2.- Methods of teaching and course activities

To pursue the course objective most effectively, students will have to:

1. Study the assigned reading materials.

2. Prepare and discuss cases, readings, and exercises in class.

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3.- Course outline, agenda and bibliography

Session 1. Introduction to Marketing. Choice based segmentation and targeting (I)

  • Course presentation
  • Introduction to marketing.
  • The strategic marketing process: segmentation, targeting and positioning.
  • Choice based segmentation and targeting.
  • Choice models and Stata
  • Officestar example

Basic reading

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

Additional readings

  • 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
  • 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 2. Choice based segmentation and targeting (II)

  • Case ABB Electric.

 

Session 3. International Marketing

Reading List

  • Holt, D.B., Quelch, J.A., Taylor, E.L. (2004): ¿How global brands compete¿. Harvard Business Review 82 (9), pp. 68-75 (*)
  • 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 4. Marketing Metrics

Reading list

  • 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 (*)
  • 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. (*)
  • 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. Customer Lifetime Value(CLV) management (I)

  • The CLV concept
  • CLV segmentation and targeting
  • Factors affecting CLV
  • Other topics

Basic reading

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

Additional readings

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

 

Session 6. Customer Lifetime Value management (II)

  • Case Royal Bank of Canada

 

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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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Location

Check the university web page for schedule and classrooms.

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