Información detallada de curso |
Primer semestre 2022
Abr 19, 2024 |
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| Código y Nombre de la Asignatura: MDO 0011 - MARKETING MANAGEMENT |
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División Académica:
Escuela de Negocios
Departamento Académico: Dpto. Mercadeo y Neg. Internac MDO 4010 Calificación mínima de 3.0 Número de créditos: Intensidad horaria (semanal para nivel pregrado y total para nivel postgrado): 3.000 Horas de Teoría 0.000 Horas de Laboratorio Niveles: Educación Superior Pregrado Tipos de Horario: Teoría -To think in the wellbeing of society and that of the target people, is the key to success and permanence of contemporary organizations: Nevertheless, 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. 3. 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. 4. Competences to be developed -Professional competence: To develop marketing strategic and operative plans. 5. 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. 6. Learning outcomes -At the end of the course the students will be able to: -Competence dimension Learning outcomes -Knowledge knowing to know -Distinguish between client satisfaction and quality. -Distinguish an enterprise oriented to marketing. -Know the process of marketing planning -Distinguish the types of corporative strategy -Know the concept of relevant marketing. -Distinguish between primary and selective demand -Understand the external factors influencing enterprises. -Distinguish different segmentation levels -Understand the benefits and importance of clients, employees, expectations management and the clients’ markets, providers, employees which influence the improvement of the exchange relations. -Understand the criteria for developing marketing plans. -Know marketing fundamental postulates. -Understand the factors which form organizational management. -Abilities to know how -Know how decision levels are applied in marketing administration. -Know how the elements of corporation marketing planning are related. -Know how to formulate corporative objectives -Knowhow to analyze product portfolio models. -Know the steps of marketing analysis. -Determine the threats, opportunities, the social and cultural manifestations which influence organizations. -Analyze the satisfaction and loyalty processes of clients. -Implement strategic options to improve relations with the organization markets. -Know the factors to formulate development programs of products, prices, distribution and communication. -Describe the agents of demand, consumers, buyers and clients. -Formulate marketing strategic plans and marketing operative plans -Attitudes to know how to be -Integrate the concepts and the basic language of marketing in marketing decisions. -Develop the conscious commitment with social responsibility and market orientation through the development of a marketing plan. -Understand and apply the different marketing tools in the elaboration of the marketing plan. -Stimulate the relation of local-global marketing and the critical, but constructive analysis of the company-consumer relation. 7.-Course breakdown -Topics -Subtopics -Hours of in classroom work -Independent work -I. Marketing direction: 1.Marketing in the 21st century 2.Development of marketing strategies and plans -Course presentation -Introduction -Contemporary marketing. -Orientation to the client, the competence and the market. -Development of marketing strategies and planning. 3 Individual activity: -Read chapters 1 and 2 of the class text. -Develop the conceptual map of each session and send it every Friday. -Team activity: -Solve cases on pages 37 and 71. Submit a one-page report at the beginning of each three-hour session. -Presentation of an article of Journal of Marketing related to the session topic. -Submit the conceptual map of the session. II. Identification of market opportunities 3.Compiling information and environmental analysis 4.Market research and prevision n of demand. -Introduction -Information sources and information systems for the strategic decision making: ERP, CRM. -Market research techniques. -SPSSS workshop 3 Individual activity: -Read chapters 3 and 4 of the class text. -Develop the conceptual map of each session and send it each Friday. -Team activity: -Solve applications 101 and 141; submit a one-page report at the beginning of each three.-hour-session. -Presentation of an article of Journal of Marketing related to the session topic. -Submit the conceptual map of the session. III. Connections with markets and consumers: 5 Creation of value for the client, satisfaction and loyalty. 6 Analysis of consumers’ markets. 7 Identification of segments and selection of the target public. -Creating value for the client, increasing satisfaction and maintaining them. -Maximizing the life value of the client. -What influences the buying behavior of consumers? -Creating the process of consumer’s buying decision -Market segmentation levels. 3 Individual activity: -Read chapters 5, 6 and 8 of the class book. -Develop the conceptual map of each session and send it each Friday. -Team activity: -Solve applications on pages 176, 212, 213 and 280. -Presentation of an article of Journal of Marketing related to the session topic. -Submit the conceptual map of the session topic. IV Construction of strong brands: 8 Creating the brand capital 9 Strategy of brand position. -What is brand capital? Construction of the brand capital. -Development and communication of positioning and differentiation. 3 Individual activity: -Read chapters 9 and 10 of the class text -Develop the conceptual map of each session and send it each Friday... -Team activity: -Solve applications on pages 316 and 349. -Presentation of an article of Journal of Marketing related to the session topic. -Submit the conceptual map of the session topic. IV Construction of strong brands: 10 Relations with the competence. -To identify and analyze the company competence. 3 Individual activity: -Read chapter 11 of the class text -Develop he conceptual map of each session and send it each Friday. -Team activity: -Solve applications on page 382. -Presentation of an article of Journal of Marketing related to the session topic. -Submit the conceptual map of the session topic. V Definition of market offers: 12 Development of products. 13 Service management and design. -Characteristics of product classification. -Product brand relation. -Packaging, labeling and guarantee. -Nature of services and marketing. 3 Individual activity: -Read chapters 12 and 13 of the class text. -Develop the conceptual map of each session and send it each Friday. Team activity: -Solve applications on pages 414 and 447 -Presentation of an article of Journal of Marketing related to the session topic. -Submit the conceptual map of the session topic. V Definition of market offers: 14. Decisions in price strategies. -How do companies fix prices? 3 Individual activity: -Read chapter 14 of the class text. -Develop the conceptual map of each session and send it each Friday. -Team activity: -Solve applications on page 487 -Presentation of an article of Journal of Marketing related to the session topic. -Submit the conceptual map of the session topic. -Read chapter 14 of the class text. VI Value and distribution channel provision 15. Management design of marketing channels and value generating nets. 16 Management and logistics of the retail and wholesale companies. -Market channels and value generating nets. -Channel functions -Decisions about cannel design and management. -Management of retail distribution. 3 Individual activity: -Read chapters 15 and 16 of the class text. -Develop the conceptual map of each session and send it each Friday. -Team activity: -Solve applications on pages 525 and 558 -Presentation of an article of Journal of Marketing related to the session topic. -Submit the conceptual map of the session topic. -Read chapter 14 of the class text. VII. Marketing integral communication: 17. Design and direction of strategies of marketing integral communication. -The function of marketing communication. 3 -Individual activity: -Read chapter 17 of the class text. -Develop the conceptual map of each session and send it each Friday. -Team activity: -Solve applications on page 593 -Presentation of an article of Journal of Marketing related to the session topic. -Submit the conceptual map of the session topic. VII. Marketing integral communication: 18 Management of mass communication programs: advertising, sales promotion events and public relations. -Development and management of an advertising program. -Election of medium and efficacy measurement. -Management of sales promotion, special events and public relations. 3 Individual activity: -Read chapter 18 of the class text. -Develop the conceptual map of each session and send it each Friday. -Team activity: -Solve applications on page 633 -Presentation of an article of Journal of Marketing related to the session topic. -Submit the conceptual map of the session topic. VII. Marketing integral communication: 19. Management of personal communication programs: direct marketing and personal sales. -Management of personal sales and direct marketing. 3 Individual activity: -Read chapter 19 of the class text. -Develop the conceptual map of each session and send it each Friday. -Team activity: -Solve applications on page 668 -Presentation of an article of Journal of Marketing related to the session topic. -Submit the conceptual map of the session topic. 12. VIII. Creation of long term profitable growth: 20. Launching of new offers to the market. -Challenges in the development of new offers. Effective organization and management of the process for the development of new ideas. 3 Individual activity: -Read chapter 20 of the class text. -Develop the conceptual map of each session and send it each Friday. -Team activity: -Solve applications on page 703 -Presentation of an article of Journal of Marketing related to the session topic. -Submit the conceptual map of the session topic. 13. VIII. Creation of long term profitable growth: 21. Offer launching in foreign markets. -Global competence, decisions to go abroad, decisions for the desired markets and how to enter. 3 Individual activity: -Read chapter 21 of the class text. -Develop the conceptual map of each session and send it each Friday. -Team activity: -Solve applications on page 734 -Presentation of an article of Journal of Marketing related to the session topic. 14. VIII. Creation of long term profitable growth: 22. Direction of holistic market in the company, -Trends in market practices. Internal and social Marketing. -Marketing execution, evaluation and control. 3 Individual activity: -Read chapter 22 of the class text. -Develop the conceptual map of each session and send it each Friday. -Team activity: -Solve applications on page 772 -Presentation of an article of Journal of Marketing related to the session topic. -Submit the conceptual map of the session topic. 8. Methodological options-Learning activities -It includes the following strategies: -General introduction to .the topics by the professor -Students prepare the chapters of the classroom text proposed for each session and design the conceptual map in teams. -Students present the conceptual of the topics scheduled. -Professor leads discussions about the course topics -Students develop summaries and conclusions in teams led by the professor -All sessions will be developed in five sequences: 1 General presentation of the topic of each session by the professor. 2 Presentation of the conceptual map by the corresponding team. 3 Presentation of an article from Journal of Marketing related with the topic. 4 Presentations of the cases and/or applications of the class book. 5 Group discussion, clarification, synthesis and conclusions. -This methodology demands: -Assignment of the chapters of the class book proposed and the preparation of a presentation showing the basic structure of the chapter, its basic idea and the problems dealt with. Students must reflect about the implication of the fundamental idea in the marketing concentration. -Reading the chapter for enriching the class discussion. -Team work for presenting the chapter of the Journal of Marketing and the different cases. -Team work for presenting the conceptual map of the chapter. -Each session requires the submission of case solutions or the answers to the applications defined for every session. 9. Evaluation -Learning Evidence Evaluation Period Percentage of total grade -Written evaluation. Chapter 1 to 8 of the class text -Conceptual maps. Week 6 Every session 20% Test 80% and 20 weekly activities -Written Evaluation. Chapters 9 to 13 of the class text -Conceptual maps. -Final evaluation. Chapters 14 to 22. Week 10 -Fixed by Registrar’s Office. 20% 80% test and 20 weekly activities 25% -WORK THROUGH WORK TEAMS -Solution of cases and applications, article and conceptual maps presentations. -Marketing plan for a company. 35% 10. Bibliography -Type of bibliography -Basic or complementary Type of reference Printed book, printed journal, journal article SEE LIST Language Technical norm ICONTEC, APA, others Available in the university library Basic -Kotler Philip y Lane Kevin, DIRECCIÓN DE MARKETING, Editorial Pearson Prentice Hall, Madrid España, ISNB 108420544639 2006 Printed book Spanish ICONTEC Yes 5 Articles of Journal of Marketing, from 2004 up to date, From Uninorte electronic library Electronic articles Yes Complementary -WALKER, Orville, et al. MARKETING ESTRATÉGICO. 4th edition. 2004. McGraw Hill Printed book Spanish ICONTEC Yes 2 -PÁRAMO MORALES, Dagoberto. ETHNOMARKETING,THE CULTURAL DIMENSION OF MARKETING. Revista Pensamiento & Gestión. Número 19 diciembre de 2005. P. 177-206. Article,printed/electronic journal Spanish ICONTEC -PÁRAMO MORALES, Dagoberto. MARKETING: SU ESENCIA CONCEPTUAL. Barranquilla: Ediciones Uninorte, c2004 Article, printed/electronic journal Spanish ICONTEC -ANDERSON, Carol H. STRATEGIC MARKETING MANAGEMENT. Second edition. Boston, Mass. : Houghton Mifflin, c2004. Printed book English ICONTEC Yes 1 |
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