Public University of Navarre

Academic year: 2020/2021
Double Bachelor's degree in Management, Business Administration and Law (international program) at the Universidad Pública de Navarra
Course code: 177812 Subject title: MARKETING MANAGEMENT II
Credits: 6 Type of subject: Mandatory Year: 5 Period: 1º S
Department: Gestión de Empresas

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Module/Subject matter

Fundamentals of Marketing.



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.


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 knowledge 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 knowledge 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' learnning skills needed to address 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 analyse the marketing 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 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



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.






Campus Arrosadía.