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Syllabus 2016-17 - 11112005 - Marketing Management 2 (Dirección de marketing II)
- Level 1: Tutorial support sessions, materials and exams in this language
- Level 2: Tutorial support sessions, materials, exams and seminars in this language
- Level 3: Tutorial support sessions, materials, exams, seminars and regular lectures in this language
DEGREE: | Grado en Administración y dirección de empresas |
FACULTY: | FACULTY OF LAW AND SOCIAL SCIENCES |
ACADEMIC YEAR: | 2016-17 |
COURSE: | Marketing Management 2 |
NAME: Marketing Management 2 | |||||
CODE: 11112005 | ACADEMIC YEAR: 2016-17 | ||||
LANGUAGE: English | LEVEL: 3 | ||||
ECTS CREDITS: 6.0 | YEAR: 3 | SEMESTER: SC |
NAME: GUTIÉRREZ SALCEDO, MARÍA | ||
DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA | ||
FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS | ||
OFFICE NO.: D3 - 122 | E-MAIL: msalcedo@ujaen.es | P: 953213371 |
WEBSITE: - | ||
ORCID: https://orcid.org/0000-0002-8874-8069 | ||
LANGUAGE: - | LEVEL: 3 |
ITEM 1. PRODUCT AND PRICE AS COMMERCIAL MIX VARIABLES.
1.1. Introduction
1.2. The role of product in the marketing mix
1.3. The role of price in the marketing mix
ITEM 2. CONCEPT OF PRODUCT AND LIFE-CYCLE.
2.1. Product concept
2.2. Typology of products
2.3. Product life-cycle management
ITEM 3. MARKETING SERVICES.
3.1. Service concept.
3.2. Characteristics of services.
3.3. Typology of services.
3.4. Offer service management.
3.5. Management of service quality perceived by the customer.
3.6. The marketing approach in services.
ITEM 4. ATTRIBUTES OF PRODUCT: BRAND, PACKAGING AND LABEL.
4.1. Decisions on intangible aspects: the brand.
- Definition and functions brand
- Value and branding
- Brand strategies
- Private label
4.2. Decisions on tangible aspects: the packaging and label.
- Concept and packaging functions
- Effect pack presentation
- Packaging change strategies
- Concept and functions of the label
ITEM 5. DECISIONS ON PRODUCT PORTFOLIO.
5.1. Basics in product portfolio
5.2. Analysis of product portfolio
5.3. Portfolio strategies
5.4. Modification and Disposal
ITEM 6. FACTORS AND APPROACHES FOR PRICING.
6.1. Important factors for pricing decisions
6.2. Approaches to pricing
ITEM 7. PRICING STRATEGIES.
7.1. Pricing according to the product lyfe-cicle
- Prices of innovation for market introduction
- Pricing for the growth stage
- Pricing for the maturity stage
- Pricing for the decline stage
7.2. Pricing strategies
- Pricing strategies for product portfolio
- Price adjustment strategies
- Price changes
- Pricing and state policies
* PRACTICE: Creation and development of new products.
Lectures:
Exhibition of
theory and
general examples
.
Solving exercises
and case studies.
Classes
in
practice groups:
Debates.
Solving exercises
and case studies.
Presentations /
exhibitions.
Monitoring
good
academic practices
expected
of students.
Any unusual circumstances that occurred
in the classroom
enables
teachers to
take
action as appropriate,
including expulsion from the
classroom.
Students with special educational needs should contact the Student Attention Service (Servicio de Atención y Ayudas al Estudiante) in order to receive the appropriate academic support
The theoretical and practical written exam will allow teachers
to assess learning outcomes R2 and R3.
Case studies and practical exercises will assess learning
outcomes R2 and R3.