Marketing Trends and Strategies in Latin America
Introduction
Marketing is part of modern life as we are continuously exposed to products, services, advertising, media messages, personal sales approaches. However there is not a clear understanding of what Marketing means.
The basic idea behind Marketing is that companies can survive and growth by satisfying the needs of the consumers. But in continuously changing markets this is not an easy challenge to achieve. The environment is increasingly complex, there are strong cultural changes, technology evolves at amazing rates, within other economic and political decisions that impact directly the business environment.
The understanding of these changes and the marketing process allows companies to define the adequate strategies to achieve the every day battle of the consumes budget and develop profitable businesses with long term sustainability.
Objectives
At the end of the course the students will be able to:
• Understand the importance of Marketing in the business environment
• Understand the concept of marketing environment and its application in L. A.
• Asses the importance of understanding the process of market research and consumer behaviour for developing company strategies
• Understand the meaning of the concepts market Segmentation, Targeting & Positioning
• Understand the concept of marketing mix (4P : product, price, promotion & place)
• Understand the most popular generic strategies and its applications in L.A.
• Understand how the process of globalisation impact company strategies in L.A.
Methodology
The course will have a total of 45 hours including evaluation processes. Each session will be of 1 hour 15 minutes. During each session there will be an introduction to the basic concepts of Marketing & Strategies according to the schedule detailed below and the discussion of practical applications through cases analysis and student presentations. For each class students will be required to read relevant material in advance. The course will also include a field trip within the region for a better view of some business areas.
Evaluation
• 5% Country Presentation
• 10% Field trip Presentation
• 30% Final Exam / Theory
• 50% Final Group Work (Written report & Presentation)
• 5% Participation in class
Week Program Sessions
1 Introduction to the course, methodology, motivation 1-2
2 The marketing concept 3-4
3 External analysis : The Macro Environment 5-6
4 Internal analysis : The Micro Environment 7-8
5 Group Presentations of L.A. Countries 9
6 Introduction of Market Research concept 10-11
7 Introduction of Buyer Behaviour concept 12-13
8 Introduction to Segmentation, Targeting and Positioning terms 14-15
9 Marketing Strategy and Competitive advantage 16-17
10 Field trip – Retailing business 18- 19-20
11 The marketing Mix Concept : Product Policy 21-22
12 The marketing Mix Concept : Promotional Plan 23-24
13 The marketing Mix Concept : Distribution Channels 25-26
14 The marketing Mix Concept : Pricing policy 27-28
15 Field trip Students Presentation 29-30
16 Marketing Planning, Implementation and Control 31-32
17 Case studies by country Chile 33-34
18 Case studies by country Argentina 35-36
19 Case studies by country Peru 37-38
20 Case studies by country Brazil 39-40
21 Case studies by country Mexico 41-42
22 Final Presentations of groups 43-44
23 Final written exam 45
Bibliography
Stanton, W.J.; Etzel,M.J; Walker B. : Fundamental of Marketing 13ª Edición, México 2004, Mc Graw- Hill Interamericana.
Kotler, P.; . Marketing Managment. Duodécima Edición. Prentice Hall 2006
Kerin, Berkowitrz Hartley, Rudelius: Marketing 7ª Edición, México 2004, Mc Graw- Hill Interamericana.
Solomon, M.; Stuart E.W; Marketing, Personas Reales, Decisiones Reales, 2da. Edición,
Rossieter, Bellman, Steven : Marketing Communications : theory and applications, Pearson, 2005
Russell, W : Marketing Management, New Jersey, US : Pearson, 2007
Journals of marketing
Journal of Marketing
Marketing News
Publimark - Revista de Marketing y Publicidad
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