Marketing Management

Course Description
The Marketing Management course aims at putting into practice the economic sense of enterprises which is understood as a wellbeing generator oriented to the reflections of participants to the value of exchange, in such a way that marketing strategic decisions are stimulated and to overcome the trend to merely consider marketing as a set of activities simply oriented to selling all the offer of enterprises and organizations without considering whether they generate social and wellbeing value to those demanding such offers.

Justification
Marketing Management is justified in the Marketing concentration for the following reasons:

•  It promotes the real integration of the economical character of the enterprise with its consumers or users.
• It promotes the use of the concepts learned in the Marketing Fundamentals course and marketing mix through real decision making for real situations.
• It stimulates creativity and value generation in and for the organization as well for the human target community.
• It helps administrators to lead the enterprise to the long term through the orientation to marketing and an effective coordination of the entrepreneurial system in social responsibility.

General course objective
This course will be oriented to: integrate the knowledge acquired in other courses through an integral vision of the marketing strategy. We present a framework for strategy designed based on the qualitative and quantitative analysis of consumers and the competence. At the end of the course, the student will develop a marketing plan. 

Methodological options-Learning activities
During the course the professor will present the main concepts, which will be complemented by workshop and exercises in the classroom and individual and group activities outside the classroom in order to strengthen the concepts developed, to give agility in the handling of different equivalences, to exchange ideas, and basically to be prepared to face business challenges in real life. 

The course will also have group expositions with strict time constraint in order to develop the creativity, the capacity for innovation, teamwork abilities, and oral and written communication.