Checking date: 10/05/2018


Course: 2019/2020

Marketing Management
(16059)
Study: Master in Management (262)
EPE


Coordinating teacher: CERVIÑO FERNANDEZ, JULIO

Department assigned to the subject: Department of Business Administration

Type: Compulsory
ECTS Credits: 6.0 ECTS

Course:
Semester:




Students are expected to have completed
Business economics Business Admnistration ( Introduction)
Competences and skills that will be acquired and learning results.
At the end of the course participants will be able to: - Be aware and understand the complexities of consumer buying behavior and decision-making as well as knowledge of theories concerning these issues -Understand the main themes in marketing strategy, connecting the companies resources with the market. The importance of company competencies in relation to the external situation is extensively explored. - Apply strategy theories on situations facing industries and companies in the changing environment. - Be knowledgeable about environmental and competitive analysis, and the instruments for marketing research - Understand the relationships between strategic and operational decisions in the area of marketing - Develop the necessary skills to design a market research study - Develop a marketing plan for a product or service business - Understand the differences between domestic and international markeeting and analyze the challenges of the new emerging markets and the internationalization of marketing plans.
Description of contents: programme
TOPICS TO BE COVERED: 1 INSIGHT INTO MARKETING AND THE NEW 4PS 2. STRATEGY DEVELOPMENT AND MARKETING PLANNING 3. THE MARKETING ENVIRONMENT: MAJOR VARIABLES OF ANALYSIS 4. COMPETITIVE ANALYSIS: INDUSTRY TRENDS AND CHALLENGES 5. CONSUMER AND BUYING BEHAVIOR AND CUSTOMER RELATIONSHIP MANAGEMENT 6. MARKETING RESEARCH AND MARKETING INFORMATION 7. MARKETING INTELLIGENCE 8. MARKETING SEGMENTATION FOR CONSUMER AND INDUSTRIAL PRODUCTS 9. POSITIONING: CONCEPTS AND STRATEGIES 10. PRODUCT AND SERVICE MANAGEMENT DECISION AND DEVELOPMENT STRATEGIES. 11. BRANDING MANAGEMENT: CONCEPTS, STRATEGIES AND THE DEVELOPMENT OF A BRAND IDENTITY 12. RETAIL AND CHANNEL DECISIONS AND THE NEW CHANNGEL: THE ECOMMERCE 13. PRICING: CONCEPTS, DECISIONS AND PRICING IN THE INTERNET 14. DESIGNING AND MANAGING INTEGRATING MARKETING COMUNICATIONS. COMUNICATION IN THE ERA OF SOCIAL MEDIA 15. PLAN DE MARKETING 16. GLOBAL MARKETING: CROSING MARKETS AND CULTURES AND NEW EMERGING MARKETS.
Learning activities and methodology
During the course, different cases and practical exercises on marketing management and market research will be analyzed. In the last weeks, and as a group project, students will implement a business marketing and communication plan.
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50
Basic Bibliography
  • Cerviño, Julio. Marcas Internacionales: Cómo crearlas y gestionarlas. Pirámide. 2002
  • Cerviño, Julio. Marketing Internacional: Nuevas perspectivas para un mercado globalizado. Pirámide. 2013
  • Lambin, J-J, R. Chumpitaz & I. Schuiling. Market-driven management: Strategic and operational marketing (2nd edition). . London: Palgrave Macmillan . 2007
  • Philip Kotler and Gary Armstrong . Principles of Marketing (9th edition). Prentice Hall. 2001
  • Philip Kotler and Kevin Keller . Marketing Management (14th edition). Pearson PrenticeHall. 2011
  • William R. Dillon, Thomas J. Madden and N. Firtle . Marketing research in a marketing environment (3rd edition). Irwin. 1993

The course syllabus and the academic weekly planning may change due academic events or other reasons.