SYLLABUS
AREA: MARKETING
COURSE: MARKETING II (Se dicta en inglés)
CREDITS: 3
MARKETING II
PREREQUISITE: Marketing I
TEACHER: Carlos Alcocer
COORDINATOR: Miguel E. Loo
I. COURSE DESCRIPTION
This course integrates concepts from Economics, Behavioral Science, and Quantitative Analysis to allow the student to understand Marketing as a system within its social and economic context. In this course, marketing management practices organization, and decision processes are analyzed.
II. COMPETENCIES
A major objective of the course is to develop an understanding of the scope, importance, and process of marketing as a system. The marketing process integrates and coordinates all marketing activities, and serves as the foundation of this course. A second objective is to illustrate the kinds of problems and decisions faced by Marketing managers, and to
practice developing and evaluating marketing strategies and action programs.
III. METHODOLOGY
The course will combine theoretical presentations by the professor, debates of practical cases, critical analysis presentations and applied projects. The active class participation by the students is expected. During the semester the student has mandatory reading assignments in order to complement the theoretical presentations. It's the student responsibility to read in advance the topics that will be developed in class.
IV. CONTENTS
Unit : Price
Week 1:
Pricing
1. Concept and importance
2. Pricing objectives
Identify the different definitions of price
Recognize the importance of price
Dynamic presentation with questions and active student participation.
Use of visual equipment and software, by PowerPoint
Unit bibliography: [ 1 ] Chap 10; [ 2] Chap 12 [ 3] Chap 11 [4] Chap. 1
Unit : Price
Week 2:
Factors to be considered
4. Pricing methods identify the different factors for
pricing.
Dynamic presentation with questions and active student participation.
Use of visual equipment and software, by PowerPoint
Unit bibliography : [ 1 ] Chap 10; [ 2] Chap 12 y 13; [ 3] Chap 12
Unit : Price
Week 3:
Approach and factors to Consider when Setting Price.
1. Competition based pricing-cost distribution.
2. Price elasticity of demand.
Identify fundamental concepts of setting price.
Practice and application:
Exercises
Dynamic presentation with questions and active student participation.
Use of visual equipment and software, by PowerPoint t
Unit bibliography: [ 1 ] Chap 10; [ 2] Chap 12 y 13 [ 9] pp. 72 – 77 [ 5] Apendix 14ª
Unit : Price
Week 4: Mark-Up and Target Return
4. War prices
Practice and application:
Exercises
Dynamic presentation with questions and active student participation.
Use of visual equipment and software, by PowerPoint
Unit bibliography: [ 1 ] Chap 10; [ 2] Chap 12 y 13 [ 9] Chap 1 [ 5] Apendix 14ª
TEST N° 1
Unit : Price
Week 5:
Pricing Strategies
1. New product pricing strategies
2. Unique situation pricing strategies.
Explain and evaluation of concepts and techniques.
Notice the differences between strategies.
Dynamic presentation with questions and active student participation.
Use of visual equipment and software, by PowerPoint.
Unit bibliography: [ 1 ] Chap 10; [ 2] Chap 13 [ 5] Chap 12
Unit : Price
Week 6:
Pricing Strategies
1. Price-adjustment strategies.
2. Price-changes strategies.
Notice the differences between concepts
Case evaluation
Dynamic presentation with questions and active student participation.
Use of visual equipment and software, by PowerPoint
Unit bibliography: [ 1 ] Chap 10; [ 2] Chap 13 [ 5] Chap 13
TEST N° 2
Unit : Promotion
Week 7:
Marketing Integrated
Communications:
1. Promotional mix
2. Effective communications
3. Promotion budget.
4. Communication mix strategies. Sales Promotion:
1. Concept, objectives and development.
2. Incentives
3. Media and non-media marketing communication
4. Types of sales promotion
Identify fundamental concepts of Integrated Marketing. Dynamic presentation with
questions and active student participation.
Use of visual equipment and software, by PowerPoint
Unit bibliography: [ 1 ] Chap 13; [ 2] Chap 16 y 18 [ 3] Chap 15 [ 5] Chap 17
Week 8:
MID TERM EXAM
Unit : Personal Selling
Week 9:
Personal Selling and Sales
Management
1. Objectives of Personal Selling
2. Professional selling
3. Sales force management
4. Personal selling process.
Explain the process and structure.
Recognize the concept importance.
Dynamic presentation with questions and active student participation.
Use of visual equipment and software, by PowerPoint
Unit bibliography: [ 1 ] Chap 14; [ 2] Chap 18
Unit : Advertising
Week 10:
Advertising
1. Concept, nature, types and importance.
2. Advertising strategy
3. Implementing and measuring the advertising program.
4. International advertising. Recognize the concept importance. Evaluation of international cases. Dynamic presentation with questions and active student participation.
Use of visual equipment and software, by PowerPoint
Unit bibliography: [ 1 ] Chap 13; [ 2] Chap 17
Unit : Public Relations
Week 11:
Public Relations
1. Functions, and importance,
2. Publicity and corporate advertising
Identify fundamental concepts. Dynamic presentation with questions and active student
participation. Use of visual equipment and software, by PowerPoint
Unit bibliography: [ 1 ] Chap 13; [ 2] Chap 18 ;[ 3] Chap 16 ; [ 5] Chap 19 ; [8] Chap.17
TEST N° 3
Unit : Direct Marketing
Week 12: Direct Marketing
1. Mailing
2. Catalog
3. Telemarketing
4. TV Marketing
5. Marketing online
Identify fundamental concepts. Apply these concepts to real scenario.
Recognize the importance and differences between each one.
Dynamic presentation with questions and active student participation.
Use of visual equipment and software, by PowerPoint
Unit bibliography: [ 1 ] Chap 14; [2[ Chap 15; [ 3 ] Chap 17 ; 8] Chap.14
Unit : Merchandising
Week 13: Merchandising y Packaging
1. Point of sale.
2. Packaging as a sales tool.
3. Packaging as part of corporate and business strategy. Identify fundamental concepts. Evaluation of strategies. Dynamic presentation with questions and active student
participation. Use of visual equipment and software, by PowerPoint
Unit bibliography: [ 1 ] Chap 8; [2] Chap 10; [ 5 ] Chap. 10 ; [ 6 ] Chap. 2; [7] Chap. 10
TEST N° 4
Unit : Services Marketing and International (Global) Marketing
Week 14: Services Marketing
1. Services Marketing Concepts
2. Differences between goods and services
3. Services Future Recognize the existence of the service concept. Recognize the global
practical applications. Dynamic presentation with questions and active student participation. Use of visual equipment and software, by PowerPoint Y International (Global) Marketing
1. Global Business – An Overview.
2. The Process of Global Marketing.
3. Analysis of the Economic
Environment; Political /Legal/Cultural Environments
Week 15: Entry strategies to Global Markets.
Unit bibliography: [ 1 ] Chap 8 y 15; [ 2] Chap 4 y 11; [ 3 ] Chap 9 y 19 [ 5 ] Chap. 11 y 3
Integrated Project and Make-Up Test
V. EVALUATION
Four mandatory tests will be taken. None will be eliminated. If the student misses a test and is eligible for a make-up test according to Academic Services regulations, it must be taken on the date indicated, before the end of the academic semester. Students missing this evaluation will have the minimum grade of 00 (zero).
1. Course final grade
N° Scheme Weight (%)
1 Continuous Assessment 40
2 Mid-term Exam 25
3 Final Exam 35
The student passes the course if he or she obtains a minimum grade of 11.00.
A student with more than 30% absences forfeits the right to take the Final Exam (Internal
Regulations of the University)
BIBLIOGRAPHY
Core textbook:
[1] Kotler-Armstrong, Fundamentos de Marketing, 6ta. Ed. 2003. PEARSON Educación
Additional textbooks:
[8] Belch & Belch, Publicidad y Promoción - Perspectiva de la Comunicación de Marketing Integral, 6° Edición,
Mc Graw Hill.
[6] Cervera Fantoni Angel Luis, Envase y Embalaje, ESIC, Madrid 1998.
[3] Kotler, Armstrong, Cámara & Cruz: Marketing 10° Edición (2004) Pearson Prentice Hall.
[7] Macias Javier, Técnicas de Merchandising, Editorial Hispano Europea, Barcelona España.
[9] Nagle Thomas "The Strategy and Tactics of Pricing: A Guide to Profitable Pricing", Second Edition, 1995.
[4] Nagle T. Thomas y Reed K. Holden, "Estrategia y Tácticas para la Fijación de Precios, 2° Edición (1998)
[2] Solomon- Stuart , Marketing: personas reales, decisiones reales.
[5] Stanton, Etzel & Walker "Fundamentos de Marketing" 13° Edición (2004) Mc Graw Hill
Note: [1] is priority when more than one reading is recommended.
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