Taught In English

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

STRATEGIC AND OPERATIONAL MARKETING

OBJECTIVES
The course has two main objectives:
• Help the student to develop his/her business criteria and skills and,
• Give to the student the necessary tools to develop effectively and
efficiently the marketing plan.
COURSE OUTLINE
1. THE STRATEGIC PLANNING PROCESS AT THE CORPORATIVE
LEVEL AND MARKETING STRATEGIC PLANNING .
1.1 The marketing plan.
1.2 Positioning and differentiation strategies.
2. PRODUCT LIFE CYCLE MANAGEMENT.
3. DEVELOPMENT AND INTRODUCTION OF NEW PRODUCTS.
4. GLOBAL MARKET STRATEGIES. INTERNATIONAL MARKETING.
5. PRODUCT STRATEGIES:
5.1 Product mix and line product management.
5.2 Mark management.
5.3 Service marketing management.
6. PRICING STRATEGIES.
6.1 Objectives.
6.2 Conditioning factors.
6.3 Pricing methods.
6.4 Modification strategies.
6.5 Price discrimination.
7. DISTRIBUTION STRATEGIES.
7.1 Channels, levels, and components;
7.2 vertical systems,
7.3 channel management.
7.4 Logistics.
8. COMMUNICATION AND PROMOTION STRATEGIES.
8.1 Objectives.
8.2 The message and the communication channels.
8.3 Promotional mix.
8.4 Internal marketing.
8.5 Advertising and public relationship.
8.6 Promotion activities.
9. MARKETING STRATEGIES IMPLEMENTATION AND
ORGANIZATIONAL DESIGN.
10. CONTROL SYSTEMS.
10.1 Annual planning evaluation.
10.2 Profitability analysis.
10.3 Strategic control.
Bibliography
KOTLER, PHILIP, (2003). Marketing Management. Ed. Prentice-Hall 11th
ed.
SANTESMASES, MIGUEL (1992). Marketing: Conceptos y Estrategias. Ed.
Pirámide.
COHEN, WILLIAM (1992). El Plan de Marketing. Deusto.
HAMPER ROBERT, BAUGH L.SUE (1992). Strategic Market Planning. Ed.
NTC Business books.