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Syllabus 2018-19 - 11112005 - Marketing Management 2 (Dirección de marketing II)

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  • 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 (11112005)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

DEGREE: Doble Grado en Administración y dirección de empresas y Finanzas y contabil (11912011)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

ACADEMIC YEAR: 2018-19
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Marketing Management 2
CODE: 11112005 (*) ACADEMIC YEAR: 2018-19
LANGUAGE: English LEVEL: 1
ECTS CREDITS: 6.0 YEAR: 3 SEMESTER: SC
 
2. LECTURER BASIC INFORMATION
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: -
LANGUAGE: - LEVEL: 1
 
3. CONTENT DESCRIPTION

ITEM 1. CONCEPT OF PRODUCT AND LIFE-CYCLE.

1.1. Product concept

1.2. Typology of products

1.3. Product life-cycle management

ITEM 2. MARKETING SERVICES.

2.1. Service concept.

2.2. Characteristics of services.

2.3. Offer service management.

2.4. Management of service quality perceived by the customer.

2.5. The marketing approach in services.

ITEM 3. ATTRIBUTES OF PRODUCT: BRAND, PACKAGING AND LABEL.

3.1. Decisions on intangible aspects: the brand.

  1. Definition and functions brand
  2. Value and branding
  3. Brand strategies
  4. Private label

3.2. Decisions on tangible aspects: the packaging and label.

  1. Concept and packaging functions
  2. Effect pack presentation
  3. Packaging change strategies
  4. Concept and functions of the label

ITEM 4. DECISIONS ON PRODUCT PORTFOLIO.

4.1. Basics in product portfolio

4.2. Analysis of product portfolio

4.3. Portfolio strategies

4.4. Modification and Disposal

ITEM 5. FACTORS AND APPROACHES FOR PRICING.

5.1. Important factors for pricing decisions

5.2. Approaches to pricing

ITEM 6. PRICING STRATEGIES.

6.1. Pricing according to the product lyfe-cicle

  1. Prices of innovation for market introduction
  2. Pricing for the growth stage
  3. Pricing for the maturity stage
  4. Pricing for the decline stage

6.2. Pricing strategies

  1. Pricing strategies for product portfolio
  2. Price adjustment strategies
  3. Price changes
  4. Pricing and state policies

* PRACTICE: New product launch to the market.

4. COURSE DESCRIPTION AND TEACHING METHODOLOGY

Lectures:
     Exhibition of theory and general examples .
     Solving exercises and case studies.

Classes in practice groups:
     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

5. ASSESSMENT METHODOLOGY

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.

To pass the subject the student must obtain, as a prerequisite, at least 50% of the score related to the written exam test.Once this score is reached, you can add the notes relative to the rest of the scoring activities that make up the final grade.

In the extraordinary calls will ensure that students can pass the course, and if necessary, obtain the highest grade, through the proper completion of the testsevaluation necessary to overcome both the theoretical and practical contents.

6. BOOKLIST
MAIN BOOKLIST:
  • Principios de marketing. Edition: 12ª ed.. Author: Kotler, Philip. Publisher: Madrid : Pearson, 2011  (Library)
ADDITIONAL BOOKLIST:
  • Marketing de servicios. Edition: 5ª ed. Author: Zeithaml, Valarie A.. Publisher: México : McGraw-Hill Interamericana , cop. 2009  (Library)