Ficha

Versión en español

Course: 2017/2018

Marketing

(17168)

Study: Master in Business and Finance (69)

EPE

Coordinating teacher: DUQUE ZULUAGA, LOLA CRISTINA

Department assigned to the subject: Department of Business Administration

Type: Electives

ECTS Credits: 5.0 ECTS

Course: 1º

Semester: 2º

Students are expected to have completed

Nothing.

Competences and skills that will be acquired and learning results.

This course introduces students to the domain of academic research in marketing. After a brief overview of the marketing literature, and following the marketing strategy and operational marketing structure, we will review major contributions in the area. 

Specific goals:

- Get familiar with the subjects, methods and findings in key marketing topics
- Understand how academic marketing researchers conceptualize and execute research designs
- Develop an interest in a particular topic area of marketing
- Develop skills for preparing a research proposal in marketing

Description of contents: programme

The specific topics covered in the sessions are the following:

Session 1	Course introduction and marketing thought
Session 2	Research and publishing in marketing
Session 3	Marketing strategy and market orientation
Session 4	Marketing Performance 
Session 5	Customer perceptions 
Session 6 Customer satisfaction
Session 7	Customer relationship management  
Session 8	Introduction to operational marketing
Session 9 The 4Ps
Session 10 1P: Product and branding 
Session 11 1P: Product and innovation
Session 12 2P: Pricing 
Session 13 3P: Communication
Session 14 4P: Distribution

Learning activities and methodology

Course structure includes journal readings, class lectures, article presentations and article discussions by students, class discussions, 6 quizzes-exercises.  The quizzes will contain short-answer essay questions based on assigned articles and class lectures. 
 
The course will require that each participant be actively involved in all sessions. In each session, one student will be assigned a reading to be presented and then it will be discussed in class. Regardless of assignment, all participants are expected to be fully prepared for discussing the session readings. 

The final exam is based on literature reviewed during the course, topics, methods and findings. It assesses the acquisition of general knowledge in the marketing domain.

Assessment System

50% Final Exam
20% Paper presentations 
30% Quizzes, exercises and class participation

The retake assessment system will be similar to the ordinary call.

% end-of-term-examination 50
% of continuous assessment (assigments, laboratory, practicals...) 50

Basic Bibliography

Ailawadi, K. L.. The retail power-performance conundrum: What have we learner? . Journal of Retailing, 77: 299-318.. 2001
Anderson, P.F. . Marketing, Strategic Planning and the Theory of the Firm. Journal of Marketing, 46 (Spring), 15-26. 1982
Bagozzi, R.P. . Marketing as Exchange. Journal of Marketing, 39 (October), 32-39. 1975
Barroso, A., & Giarratana, M. S. . Product proliferation strategies and firm performance: The moderating role of product space complexity. . Strategic Management Journal, 34(12), 1435-1452.. 2013
Berger, P.D., Eechambadi, N., George, M., Lehmann, D.R., Rizley, R. and Venkatesan, R. . From Customer Lifetime Value to Shareholder Value, . Journal of Service Research, 9 (2), 156-167. 2006
Borden, N.H. . The concept of the marketing mix. Journal of Advertising Research, 2: 7-12.. 1984
Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J., and Bryant, E. The American Customer Satisfaction Index: Nature, Purpose, and Findings, . Journal of Marketing, 60 (October), 7-18. 1996
Fournier, S. and Mick, D.. Rediscovering Satisfaction, . Journal of Marketing, 63 (October), 5-23. 1999
Garbarino, E. and Johnson, M.S. . The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships, . Journal of Marketing, 63 (April), 70-87. 1999
Gilbride, T.J., and Allenby, G.M. . A choice model with conjunctive, disjunctive, and compensatory screening rules.. Marketing Science, 23(3): 391-406.. 2004
Golder, P.N., Mitra, D., and Moorman, Ch. . What is Quality? An integrative framework of processes and states, . Journal of Marketing, 76 (July), 1-23. 2012
Grewal, D., Levy, M., . Retailing research: Past, present, and future. . Journal of Retailing, 83 (4), 447-464. 2007
Grewal, D., Monroe, K.B., and Krishnan, R.. The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions, . Journal of Marketing, 62 (2), 46-59. 1998
Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., Ravishanker, N. and Sriram, S. . Modeling Customer Lifetime Value, . Journal of Service Research, 9 (2), 139-155. 2006
Hunt, S.D. . The Nature and Scope of Marketing . Journal of Marketing (July), 17-28. 1976
Hunt, S.D. . General Theories and the Fundamental Explanada of Marketing, . Journal of Marketing, 47 (Fall), 1-17. 1983
Jaworski, B.J. and Kohli, A.K. . Market Orientation: Antecedents and Consequences, . Journal of Marketing, 57 (July), 53-70. 1993
Kalyanaram, G., and Winer, R.S. . Empirical generalizations from reference price research. . Marketing Science, 14(3): 161-169.. 1995
Keller, K.L. . Conceptualizing, measuring, and managing customer-cased Brand Equity. . Journal of Marketing, 57(1): 1-22.. 1993
Kerin, R.A., Varadajan, P.R., and Peterson, R.A. First-Mover advantage: A synthesis, conceptual framework and research propositions. . Journal of Marketing, 56(4): 33-52.. 1992
Kohli, A.K., Jaworski, B.J. and Kumar; A. MARKOR: A Measure of Market Orientation, . Journal of Marketing Research, 30 (November), 467-477. 1993
Kotler, P., and Armstrong, G. . Principles of Marketing. . Prentice-Hall, Englewood Clis, N.J. 1989
Mithas, S., Krishnan, M.S. and Fornell, C. . Why Do Customer Relationship Management Applications Affect Customer Satisfaction?, . Journal of Marketing, 69 ( 4), 201-209. 2005
Mittal, V., Kumar, P., and Tsiros, M. . Attribute-Level Performance, Satisfaction, and Behavioral Intentions over time: A consumptions-system approach, . Journal of Marketing, 63(April), 88-101. 1999
Morgan, R.M. and Hunt, S.D. . ), The Commitment-Trust Theory of Relationship Marketing, . Journal of Marketing, 58 (July), 20-38. 1994
Oliver, R.L., Rust, R.T., and Varki, S. . Customer Delight: Foundations, Findings, and Managerial Insight, . Journal of Retailing, 73 (3), 311-336. 1997
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. . SERVQUAL: A Multi Item Scale for Measuring Consumer Perception of Service Quality, . Journal of Retailing, 64 (Spring) 12-40. 1988
Reinartz, W., Thomas, J.S. and Kumar, V. . Balancing Acquisition and Retention Resources to Maximize Customer Profitability, . Journal of Marketing, 69 (1), 63-79. 2005
Reiss P.C. . Descriptive, Structural, and Experimental Empirical Methods in Marketing Research, . Marketing Science 30 (6), 950-964. 2011
Roberts, J.H., and Lattin, J.M. . Development and testing of a model of consideration set composition. . Journal of Marketing Research, 28(4): 429-40.. 1991
Rochet, J.C., and Tirole, J. . Two-Sided Markets: A Progress Report. . Rand Journal of Economics, 37(3): 645-667. 2006
Rust, R.T. Ambler, T., Carpenter, G.S., Kumar, V. and Srivastava, R.K. . Measuring Marketing Productivity: Current Knowledge and Future Directions, . Journal of Marketing, 68(4), 76-89. 2004
Sheth, J.N. and Parvatiyar, A. Relationship Marketing in Consumer Markets: Antecedents and Consequences, . Journal of the Academy of Marketing Science, 23 (Fall), 255-271. 1995
Soman, D., Ainslie, G., Frederick, S., Li, X., Lynch, J., Moreau, P., & Wertenbroch, K. . The psychology of intertemporal discounting: Why are distant events valued differently from proximal ones? . Marketing Letters, 16(3-4), 347-360.. 2005
Vakratsas, D., and Ambler, T. . How advertising works. . Journal of Marketing, 63(1): 26-43.. 1999
Varadarajan, P.R. and Jayachandran, S. . Marketing Strategy: An Assessment of the State of the Field and Outlook, . Journal of the Academy of Marketing Science 27 (2), 120-143. 1999
Vaughn, R. . How advertising works: a planning model revised. . Journal of Advertising Research, February/March: 164-170.. 1986
Wierenga, B. Handbook of Marketing Decision Models. . ED Springer, Int. series in Operation research and Management Science. 2008
Zeithaml, V.A. . Consumer Perceptions of Price, Quality, and Value: A Means-Ends Model and Synthesis of Evidence, . Journal of Marketing, 52 (July), 2-22. 1988

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