Marketing Trends and Strategies in Latin America

Universidad Adolfo Ibáñez

Course Description

  • Course Name

    Marketing Trends and Strategies in Latin America

  • Host University

    Universidad Adolfo Ibáñez

  • Location

    Valparaíso and Viña del Mar, Chile

  • Area of Study

    Advertising, International Relations, International Studies, Latin American Studies, Marketing, Peace and Conflict Studies

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Marketing is part of modern life as we are continuously exposed to products, services, advertising, media messages, personal sales approaches. However there is not a clear understanding of what Marketing means.
    The basic idea behind Marketing is that companies can survive and growth by satisfying the needs of the consumers. But in continuously changing markets this is not an easy challenge to achieve. The environment is increasingly complex, there are strong cultural changes, technology evolves at amazing rates, within other economic and political decisions that impact directly the business environment.
    The understanding of these changes and the marketing process allows companies to define the adequate strategies to achieve the everyday battle of the consumes budget and develop profitable businesses with long term sustainability.

    At the end of the course the students will be able to:
    1. Understand the importance of Marketing in the business environment.
    2. Understand the concept of marketing environment and its application in L.A.
    3. Asses the importance of understanding the process of market research and consumer behavior for developing company strategies.
    4. Understand the meaning of the concepts market Segmentation, Targeting & Positioning.
    5. Understand the concept of marketing mix (4P: product, price, promotion & place).
    6. Understand the concept of Business Intelligence related in marketing Enviroment (Case studies).
    7. Understand how the process of the Data Mining and impact company strategies in L.A.

    The course will have a total of 45 hours including evaluation processes. Each session will be of 1 hour 15 minutes. During each session there will be an introduction to the basic concepts of Marketing & Strategies according to the schedule detailed below and the discussion of practical applications through cases analysis and student presentations. For each class students will be required to read relevant material in advance. The course will also include a field trip within the region for a better view of some business areas.

    Schedule of Topics
    1 Introduction to the course, methodology, motivation
    2 The marketing concept
    3 External analysis : The Macro Environment
    4 Internal analysis : The Micro Environment
    5 Group Presentations of L.A. Countries
    6 Introduction of Market Research concept
    7 Introduction of Buyer Behaviour concept
    8 Introduction to Segmentation, Targeting and Positioning terms
    9 Marketing Strategy and Competitive advantage
    10 Field trip ? Retailing business
    11 The marketing Mix Concept : Product Policy
    12 The marketing Mix Concept : Promotional Plan
    13 The marketing Mix Concept : Distribution Channels
    14 The marketing Mix Concept : Pricing policy
    15 Business Intelligence and Marketing
    16 Business Intelligence concepts and cases
    17 Case studies by country Chile
    18 Case studies by country Argentina
    19 Case studies by country Peru
    20 Case studies by country Brazil
    21 Case studies by country Mexico
    22 Final Presentations of groups
    23 Final written exam

    · 15% First groupal Presentation (3 or 4 people)
    · 20% First Theory test
    · 20% Second Theory Test.
    · 15% Final groupal presentation ( 3 or 4 people)
    · 30% Final Theory Exam

    · Essentials of marketing, Charles W. Lamb, Joseph F. Hair, Jr., Carl McDaniel, Mason, Ohio : South-Western Cengage Learning, c2012.
    · Introduction to marketing: a value exchange approach / Mark Gabbott editor, Frenchs Forest, N.S.W.: Prentice Hall, 2004.
    · Marketing / David Stokes, New York; London: Continuum, 2002.
    · Key concepts in marketing / Jim Blythe, Los Angeles, Calif.; London: SAGE, 2009.
    · Contemporary direct & interactive marketing / Lisa D. Spiller, Martin Baier, Upper Saddle River, N.J. : Prentice Hall, c2010.
    · Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack, Boston: Prentice Hall, c2012.
    · Assessing the marketing environment / Diana Luck, Burlington: Elsevier Science, 2010.
    · Home Depot in Chile, Case of Study. Constanza Bianchi, Journal Business Reasearch, 2006.
    · U.S. versus Latin America: business & culture, Stanley M. Davis, Harvard Business Review 2000.
    · Eldenor, Jordan Siegel, Harvard Business School 2009.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.


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