Taught In English

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

Advised previous requirements: Introductory marketing management and Introductory business economics.

MARKETING MANAGEMENT II

This course has two major interrelated objectives: 1) to enable the student to develop his business judgement and skills and 2) provide the student the necessary tools to effectively and efficiently manage the marketing planning process.

OUTLINE

1. The strategic planning process at the corporate level and strategic marketing planning. The marketing plan. Differentiation and positioning strategies.

2. Management of the product life cycle.

3. Development and introduction of new products.

4. Strategies for a global market. International Marketing.

5. Product strategies: product mix and product line management. Brand management. Marketing management of services.

6. Pricing strategies: objectives; conditioning factors; setting methods; modification strategies. Price discrimination.

7. Distribution strategies: channels, levels, and components; vertical systems. Channel management. Logistics.

8. Communication and promotion strategies: objectives; the message and communication channels; the promotion mix. Internal marketing. Advertising and public relations. Promotional activities.

9. Implementation of marketing strategies and organizational design.

10. Control systems: annual plan evaluation; profitability analysis; strategic control.

Recommended bibliography:

Kotler, Philip, (1994). Marketing: Management: Analysis. Planning: and Control.

Prentice-Hall 9th Edition.

Santesmases, Miguel, (1992). Marketing: Conceptos vs. Estrategias. Pirámide

Cohen, William (1992). El Plan de Marketing. Deusto.