Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa
Public University of Navarre
| Course code: 176703 | Subject title: MARKETING MANAGEMENT II | ||||
| Credits: 6 | Type of subject: Mandatory | Year: 4 | Period: 1º S | ||
| Department: Gestión de Empresas | |||||
| Lecturers: | |||||
| CEBOLLADA CALVO, JOSE JAVIER [Mentoring ] | ARCE URRIZA, MARTA [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.
Learning outcomes
RA01: Identify relevant economic information sources for the company and their content.
RA03: Derive relevant information for the company from data that cannot be recognized by non-professionals.
RA14: Understand what marketing is, its most important concepts, and its importance in organizations and the economy.
RA18: Evaluate, based on relevant information records, the situation and foreseeable evolution of a company.
RA20: Plan, organize, and control global management projects or those of the different functional areas of the company.
RA21: Apply policies and practices aimed at improving the effectiveness and efficiency of business management.
RA25: Use personal, social, and methodological knowledge, skills, and abilities to issue advisory reports on specific situations of companies and markets.
RA26: Analyze and solve complex business management problems by applying the knowledge, skills, and competencies acquired.
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 activity |
Weight (%) | It allows test resit |
Minimum required grade |
|---|---|---|---|---|
| All | E1. Final exam. | 40 | Yes. Exam | 5 |
| All | E2. Results, participation and report of 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 | No |
| All | E4. Preparation and participation in practical cases. The work done during the session and the report will be assessed | 20 | Yes. Equivalent tests | No |
| All | E4. Preparation and participation in practical cases. The work done during the session and the report will be assessed | 10 | No | No |
When the student fails the activities in which there is a minimum grade required, the course grade will be a maximum of 4.5
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.