Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa
Public University of Navarre
| Course code: 174502 | Subject title: MARKETING MANAGEMENT II | ||||
| Credits: 6 | Type of subject: Mandatory | Year: 3 | Period: 1º S | ||
| Department: | |||||
| Lecturers: | |||||
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 | 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 |
Evaluation
| 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.
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
Bibliography
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.