Checking date: 26/04/2017


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:
Semester:




Students are expected to have completed
Competences and skills that will be acquired and learning results.
Description of contents: programme
Learning activities and methodology
Assessment System
  • % 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.