Universidad de Jaén

Menú local

Syllabus 2018-19 - 11812021 - Marketing Management 2 (Dirección de marketing II)

Caption
  • 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: Doble grado en Derecho y Administración y dirección de empresas
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

ACADEMIC YEAR: 2018-19
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Marketing Management 2
CODE: 11812021 ACADEMIC YEAR: 2018-19
LANGUAGE: English LEVEL: 1
ECTS CREDITS: 6.0 YEAR: 4 SEMESTER: PC
 
2. LECTURER BASIC INFORMATION
NAME: TORRES RUIZ, FRANCISCO JOSÉ
DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA
FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS
OFFICE NO.: D3 - 140 E-MAIL: ftorres@ujaen.es P: 212656
WEBSITE: -
LANGUAGE: - LEVEL: 1
 
3. CONTENT DESCRIPTION

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.

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

4.2. 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 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

  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

7.2. Pricing strategies

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

* PRACTICE: Creation and development of new products.

4. COURSE DESCRIPTION AND TEACHING METHODOLOGY

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

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.

6. BOOKLIST
MAIN BOOKLIST:
  • Marketing management [Recurso electrónico] : the big picture. Edition: -. Author: Nordhielm, Christie L. Publisher: Hoboken, N.J. : Wiley, c2015  (Library)