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Syllabus 2022-23 - 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: 2022-23
COURSE: Marketing Management 2
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Marketing Management 2
CODE: 11112005 (*) ACADEMIC YEAR: 2022-23
LANGUAGE: English LEVEL: 3
ECTS CREDITS: 6.0 YEAR: - 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: -
ORCID: https://orcid.org/0000-0002-8874-8069
LANGUAGE: - LEVEL: 3
3. CONTENT DESCRIPTION

UNIT 1. PRODUCT AND LIFE CYCLE CONCEPT.

1.1. Product concept

1.2. Product classifications

1.3. Life cycle model

UNIT 2. MARKETING OF SERVICES.

2.1. Service concept.

2.2. Characteristics of the services.

2.3. Management of the service offer.

2.4. Management of the quality of the service perceived by the client.

2.5. The marketing focus on services.

UNIT 3. THE ATTRIBUTES OF THE PRODUCT: BRAND, PACKAGING AND LABEL.

3.1. Decisions on intangible aspects: the brand.

Brand definition and functions
Brand value and creation
Brand strategies
Private label
3.2. Decisions on tangible aspects: the container and the label.

Packaging concept and functions
Packaging presentation effect
Packaging change strategies
Concept and functions of the label

UNIT 4. DECISIONS ON THE PRODUCT PORTFOLIO.

4.1. Basics in the product portfolio

4.2. Product portfolio analysis

4.3. Portfolio strategies

4.4. Modification and removal of products

UNIT 5. FACTORS AND APPROACHES FOR PRICE SETTING.

5.1. Important factors for pricing decisions

5.2. Approaches to pricing

UNIT 6. PRICE STRATEGIES.

6.1. Pricing according to CVP

Innovation pricing for market introduction
Pricing for the growth stage
Pricing for the maturity stage
Pricing for the decline stage
6.2. Pricing strategies

Pricing strategies for the product portfolio
Price adjustment strategies
Price changes
Pricing and State Policies

* PRACTICE: Launching of new products to the market

4. COURSE DESCRIPTION AND TEACHING METHODOLOGY

M-02 Presentation of theory and general examples

M-05 Practical activities

Students are expected to follow good academic practices. Any anomalous circumstance that occurs in the classroom allows the teaching staff to take the measures they deem 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 allowed teachers to evaluate the R2 and R3 learning outcomes.

The work, cases and practical exercises will allow evaluating the R2 and R3 learning outcomes.

Given the importance that the ability to produce reports and argumentative answers has in the subject, the student must take care of both the spelling and the grammar in all the documents that they deliver to the teaching staff. The texts must be grammatically and orthographically correct to facilitate their understanding. If they are not understandable they will not be evaluated. As for the spelling mistakes, the student may carry out a league of the subject, according to the severity of the same.

The student of the University of Jaén has the inexcusable duty to accept as good academic practice to refrain from the use or cooperation in fraudulent procedures in the evaluation tests, in the works that are carried out or in official documents of the University. In the evaluation tests, it is strictly forbidden to carry any type of device, notes and teaching material of the subject, except the one publicly authorized by the teaching staff in each evaluation call, which will be communicated to the students well in advance of the completion of the same. The teaching staff will be able to take the measures they deem appropriate to admonish, and where appropriate, expel the student who commits assessment fraud, especially in the form of written tests, from the test. The fraudulent realization of any of the tests required in the evaluation of any subject will result in a grade of 0 in the corresponding call and in the file that is opened it will be requested that you cannot take the subject in the remaining calls of that course and during the all calls for the following academic year.

At any time during the evaluation test, the teaching staff may require the identification of the student, who must prove their personality by showing their student card, national identity document, passport or any other officially recognized identification. If the student is not properly identified, they may be expelled from the test, taking it for all purposes as if they had not taken it.

To pass the course, the student must obtain, as a prerequisite, at least 50% of the score on the examination test. Once this score has been reached, the marks related to the rest of the scoring activities that make up the final mark can be added.

In extraordinary calls, it will be guaranteed that students can pass the subject, and where appropriate, obtain the highest grade, by correctly performing the tests of assessment necessary to pass both the theoretical and practical content.

6. BOOKLIST
MAIN BOOKLIST:
  • Principios de marketing. Edition: 12ª ed.. Author: Kotler, Philip. Publisher: Madrid : Pearson, 2011  (Library)
  • Marketing Management Greg W. Marshall, Mark W. Johnston. Edition: 3rd. ed.. Author: Marshall, Greg W.. Publisher: McGraw Hill  (Library)
ADDITIONAL BOOKLIST:
  • Marketing de servicios. Edition: 5ª ed. Author: Zeithaml, Valarie A.. Publisher: México : McGraw-Hill Interamericana , cop. 2009  (Library)
7. VIRTUAL / CLASSROOM TEACHING SCENARIO

Teaching methodology and training activities

Training activities

Format (face-to-face/online)

Teaching methodology

M-02 Presentation of theory and general examples

On-site at 25-50%.

Development of 45 sessions of participatory master classes, of one hour duration each, held in the classroom and transmitted by videoconference to the rest of the group.

Periodic rotation of students.

M-05 Practical activities

On-site at 25-50%.

Development of 15 practical sessions, one hour long each, carried out in the classroom and transmitted by videoconference to the rest of the group.

Periodic rotation of students.

Evaluation system

Evaluation test

Format (face-to-face/online synchronous or asynchronous)

Description

Percentage

Written, theoretical and practical exam

100% synchronous attendance

Mastery of the theoretical and practical concepts of the subject

50%

Practical works, cases and test

100% Online synchronous and asynchronous

Correct resolution of case studies, test and discussion of results

50%

Resources

  • Own technical means provided by the University of Jaen.
  • New means of communication with the student body are used, such as WhatsApp, Skype y GSuite.

8. VIRTUAL TEACHING SCENARIO

Teaching methodology and training activities

Training activities

Format (face-to-face/online)

Teaching methodology

M-02 Presentation of theory and general examples

Non-presential

Replacement of the 45 sessions of participatory master classes with sessions conducted by videoconference (synchronous) and explanatory videos (asynchronous).

M-05 Practical activities

Non-presential

Replacement of the 15 practical sessions by asynchronous online training activities.

Evaluation system

Evaluation test

Format (face-to-face/online synchronous or asynchronous)

Description

Percentage

Written, theoretical and practical exam

100% Online synchronous

Mastery of the theoretical and practical concepts of the subject

50%

Practical works, cases and test

100% Online synchronous and asynchronous

Correct resolution of case studies, test and discussion of results

50%

Resources

  • Own technical means provided by the University of Jaen.
  • New means of communication with the student body are used, such as WhatsApp, Skype y GSuite.

 

DATA PROTECTION CLAUSE (on line exams)

Institution in charge of data processing: Universidad de Jaén, Campus Las Lagunillas, s/n, 23071 Jaén

Data Protection Delegate: dpo@ujaen.es

Purpose: In accordance with the Universities Law and other national and regional regulations in force, carrying out exams and assessment tests corresponding to the courses students are registered in. In order to avoid frauds while sitting the exam, the exam will be answered using a videoconference system, being able the academic staff of the University of Jaén to compare and contrast the image of the person who is answering the exam with the student's photographic files. Likewise, in order to provide the exam with evidential content for revisions or claims, in accordance with current regulation frameworks, the exam will be recorded and stored.

Legitimacy: compliance with legal obligations (Universities Law) and other national and regional regulations currently in force.

Addressees: service providers who are the owners of the platforms where the exams are carried out and with whom the University of Jaén has signed the corresponding data access contracts.

Storage periods: those established in current in force regulations. In the specific case of exam videoconference recordings, not before the examination records and transcripts are closed or the exam can still be reviewed or challenged.

Rights: you can exercise your right of access, amendment, cancellation, opposition, suppression, limitation and portability by sending a letter to the postal or electronic address indicated above. In the event that you consider that your rights have been violated, you may submit a complaint to the Andalusian Council for Transparency and Data Protection www.ctpdandalucia.es

CLASS RECORDING CLAUSE PERSONAL DATA PROTECTION

Person in charge: Universidad de Jaén, Paraje Las Lagunillas, s/n; Tel.953 212121; www.ujaen.es

Data protection delegate (DPO): TELEFÓNICA, S.A.U. ; Email: dpo@ujaen.es

Procedure aim: To manage proper recordings of teaching sessions with the aim of facilitating learning process under a multimodal and/or online teaching

Period for record storage: Images will be kept during legal term according to regulations in force

Legitimacy: Data will be managed according to legal regulations (Organic Law 6/2001, December 21, on Universities) and given consent provided by selecting corresponding box in legal admission documents

Data recipients (transfers or assignments): Any person allowed to get access to every teaching modality

Rights: You may exercise your rights of access, rectification, cancellation, portability, limitation of processing, deletion or, where appropriate, opposition. To exercise these rights, you must submit a written request to the Information, Registration and Electronic Administration Service of the University of Jaen at the address above, or by e-mail to the address above. You must specify which of these rights you are requesting to be satisfied and, at the same time, you must attach a photocopy of your ID card or equivalent identification document. In case you act through a representative, legal or voluntary, you must also provide a document that proves this representation and identification. Likewise, if you consider that your right to personal data protection has been violated, you may file a complaint with the Andalusian Data Protection and Transparency Council www.ctpdandalucia.es