Checking date: 24/04/2023

Course: 2023/2024

Marketing Management for Strategic Advantage
Master In Business Administration - MBA (Plan: 466 - Estudio: 301)

Coordinating teacher: DUQUE ZULUAGA, LOLA CRISTINA

Department assigned to the subject: Business Administration Department

Type: Compulsory
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
Market analysis
This course introduces students to major areas in marketing, both at the strategic and tactical levels: learning about marketing environments, customers, and competitors; choosing attractive target segments; developing marketing strategies to achieve long-term objectives; assembling the marketing-mix to accomplish the desired positioning; and planning, executing, and monitoring marketing actions to assure customer satisfaction at a profit.
Skills and learning outcomes
Description of contents: programme
Specific topics covered in this course include: - Marketing domain and key concepts - Marketing strategy - Segmentation and positioning - The 4 Ps: Decisions about Product, Price, Distribution, Communication - Service marketing - Customer Relationship Management - Marketing intelligence - Marketing plan - Trends in Marketing DETAILED PROGRAM OF THE COURSE Class 1: Course introduction, domain of marketing, key concepts Readings: Kotler Chapters 1 (A and B) Case Discussion: Marketers tasks for top brands. Report to be submitted before class 2. Class 2: Marketing strategy (environment and the competition) Readings: Kotler Chapter 9 (A). Chapter 11 (B) Case discussion: Porter five forces. Class 3: Segmentation and positioning Readings: Kotler Chapters 10, 12 (A). Chapter 10 (B) Case Discussion: Clean Edge Razor. Read the case carefully before class. Be prepared to answer questions related to the decisions outlined in the case. Class 4: The 4 Ps Readings: Kotler chapters 14, 16, 17 and 20 (A). Chapter 12, 14, 15 and 17 (B) Class Practice: Exercise with real top companies and the effective use of 4Ps in Marketing Management. Class 5: Service marketing Readings: Kotler Chapter 11 (1st part) and 18 (A). Chapter 13 (B) Class practice: Presentation of the 4Ps analysis. Class 6: Customer Relationship Management Readings: Kotler Chapter 11 (2nd part) (A) Class 7: Marketing intelligence Readings: Kotler Chapter 3 (B) SPSS practice: Understanding Big Data in ¿Loans Bank¿ Class 8: Marketing plan (i) Readings: Kotler Chapter 3 (A). Chapter 2 (B) Case discussion: Cottle-Taylor: Expanding the Oral Care Group in India. Read the case carefully before class. Understanding the strategic decisions and thinking of a plan proposal. Computer lab for data analysis with Excel. Class 9: Marketing plan (ii) Presentations: Designed marketing plan for improving Cottle-Taylor's performance. Integrating key concepts of marketing. Class 10: Trends in Marketing Readings: Kotler Chapters 20, 21 (A). Chapter 19 and 22 (B)
Learning activities and methodology
Evaluation is based on individual performance and class discussions, team work on case studies' analyses, performance using the software SPSS for decision making, midterm examination, and final examination. Individual analyses will be based on specific case studies; team work will include decision making processes in solving case analyses and appropriate use of data using SPSS (points awarded for group work will be based on overall team performance and allocated to each team member based on a peer evaluation). The midterm and final examination will be based on assigned readings, lectures, and case assignments.
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50
Calendar of Continuous assessment
Basic Bibliography
  • 1. Kotler, P. , Keller, KL., Brady, M., Goodman, M. & Hansen, T. . Marketing Management. Pearson. 2009 (online access)
  • 2. Kotler, P., & Keller, KL. . Marketing Management. Pearson International Edition. 13th Edition. 2009
Additional Bibliography
  • Wirtz, Lovelock. Services Marketing: People, Technology, Strategy. World Scientific.. 2016

The course syllabus may change due academic events or other reasons.