Public University of Navarre

Castellano | Academic year: 2020/2021 | Previous academic years:  2019/2020  |  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

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Module/Subject matter

This subject is not taught at the Public University of Navarre.



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 07  
A-4 Report elaboration   36
A-5 Reading material   22
A-6 Individual study   30
A-7 Exams, screening tests 05  
A-8 Tutoring individuals   02
Total 60 90


Relationship between formative activities and proficiencies/learning outcomes

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 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 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 10 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 20 Yes. 10 percentage points can be recoverable

For Erasmus and International program incoming students: This subject has a strong component of practice that is evaluated during the class (60%). Please, do not register for this subject if you are not sure that you can attend in-person classes.



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



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

- Handout by the professor

- Readings and other references recommended by the professor

- Practical cases

Basic bibliography

- Kotler, P. & Armstrong, G. (2018) Principles of Marketing, 17th global edition, Pearson.

Complementary bibliography

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