Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa
Public University of Navarre
| Course code: 177812 | Subject title: MARKETING MANAGEMENT II | ||||
| Credits: 6 | Type of subject: Mandatory | Year: 5 | Period: 1º S | ||
| Department: Gestión de Empresas | |||||
| Lecturers: | |||||
| MUGICA GRIJALBA, JOSE MIGUEL [Mentoring ] | ARAMENDIA MUNETA, MARIA ELENA [Mentoring ] | ||||
| MARCOS MATÁS, GUSTAVO (Resp) [Mentoring ] | |||||
Contents
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. Understand the various operational decisions an organization can make in the 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. Be able to analyse the marketing environment, in particular the market and the behaviour of consumers and customers. | 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 to make marketing decisions in organizations. | 1, 2, 3, 4, 5, 6, 7, 8, 9, 10 | A1, A2, A3, A4, A5, A6, A7, A8 | E1, E2, E3, E4 |
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. Exam |
| 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 | 25 | 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 | 5 | No |
| R_MK_04, R_MK_05, R_MK_06 | E4. Preparation and participation in practical cases. The work done during the session and the report will be assessed | 20 | Yes. Practical case/s |
| R_MK_04, R_MK_05, R_MK_06 | E5. In-class activities and participation | 10 | No |
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.