Taught In English

There is no language prerequisite for courses at this language level.

MARKETING MANAGEMENT I

Part 1. Basic Conceptualization.
TOPIC 1. MARKETING DEFINITION. HISTORICAL EVOLUTION OF MARKETING CONCEPTS AND COMMERCIAL PRACTICES.
TOPIC 2. MARKET ELEMENTS: COMMERCIAL SCENARIOS AND MARKET ACTORS. APPROACHING A BUSINESS DEFINITION.
TOPIC 3. THE 4 MAIN VARIABLES AFFECTING THE DESIGN OF MARKETING STRATEGIES: PRODUCT/SERVICE, PRICE, PLACEMENT AND PROMOTION.
TOPIC 4. THE MARKETING PLAN AS THE INTERACTION INSTRUMENT IN THE MARKETPLACE.

Part 2. Marketing Analysis.
TOPIC 5. MARKETING INFORMATION SYSTEMS AND MARKETING RESEARCH.
TOPIC 6. UNDERSTANDING THE OVERALL ORGANIZATION:
PHILOSOPHIES, GOALS, RESOURCES, OVERALL CAPACITY,
STRENGTHS AND WEAKNESSES.
TOPIC 7. UNDERSTANDING THE EXTERNAL ENVIRONMENT: ECONOMIC, SOCIAL DEMOGRAPHIC AND POLITICAL TRENDS; TECHNOLOGICAL EVOLUTION; LEGAL ENVIRONMENT.
TOPIC 8. UNDERSTANDING CONSUMERS: BEHAVIOR MODELS;
PROFESSIONAL BUYING PROCESSES.
TOPIC 9. UNDERSTANDING COMPETITION: COMPETITIVE STRATEGIES IN SEVERAL COMPETITIVE MARKETS AND ENVIRONMENTS.
TOPIC 10. MARKET ANALYSIS: MEASURING AND FORECASTING DEMAND; IDENTIFYING AND CHOOSING MARKET SEGMENTS.

DISCUSSION CASES.
LA GUERRA DE LOS GUANTES: EL PROBLEMA DE LA ORIENTACIÃ"N AL MERCADO. PEGARRAP, SA.
LA DEMANDA DEL LAVAVAJILLAS: EL CASO ESPAÃ"OL.
BANCO TALKER.
CASES AND MINI-CASES.
THE CASES ARE REAL BUSINESS SITUATIONS, WHERE STUDENTS HAVE TO TAKE DECISIONS ABOUT THE PROBLEMS IDENTIFIED. THERE IS NOT A CORRECT SOLUTION, BUT THERE ARE WRONG ONES. ANALYTICAL SKILLS AND REASONING ARE SOUGHT. MINI-CASES ARE
SHORT AND VAGUE, BUT REAL BUSINESS SITUATIONS THAT WILL BE PRESENTED VERBALLY OR VIA E-MAIL WHICH CAN EITHER SERVE AS ILLUSTRATIVE EXAMPLES OR TO ENCOURAGE STUDENTS THOUGHT PROCESSES THROUGH PARTICIPATION IN CLASS DISCUSSIONS. A
GROUP RESPONSE MAY BE AS WELL REQUIRED FOR SOME OF THE CASES PRESENTED.

TEAMWORK ASSIGNMENT. TEAMS OF 3 TO 4 STUDENTS WILL BE REQUIRED TO IDENTIFY A MARKET OPPORTUNITY AND ELABORATE ON THE ANALYTICAL COMPONENTS OF A FUTURE MARKETING PLAN. THE ASSIGNMENT WILL BE DUE AT THE END OF THE COURSE, AND SOME OF THE PROJECTS
MAY BE CALLED FOR CLASS PRESENTATIONS.

RECOMMENDED TEXT.
KOTLER, PHILIP (1997). MARKETING MANAGEMENT. ANALYSIS, PLANNING AND CONTROL; ED.: PRENTICE-HALL.