SILABO AREA
: MARKETING
COURSE
: MARKETING MANAGEMENT (Upper Division) Finance and Business Management
PREREQUISITE CREDITS
: 3
SEMESTER
: 2012 – 01
TEACHER(S)
: Walter Vizarreta V.
EMAIL:
[email protected]
COORDINATOR
: Lic. Jaime Briceño Morales
EMAIL:
[email protected]
I
HRS. TEORIA: 03
HRS. PRACTICA: 00
COURSE DESCRIPTION
The purpose of this course is to train students in the use of tools related to their future marketing management professional careers, in order to achieve the marketing goals of an organization. II
COMPETENCIES
The intention of this course is to have the students blend knowledge with creativity and determination, and develop each student’s competency to prepare him/her for what is often required of a marketing manager: making decisions with limited information. III
METHODOLOGY
The course will be developed along the following lines: 1. The assignment of a reading set every week. 2. In class, group review of the material through practical cases. 4. Cases to be developed by students in groups. 5. Oral presentation of the weekly chapter and weekly case, performed by a team of students
IV
CONTENTS
Unit : 1 S
1
Hrs
3
Topics
Introduction Marketing and the New Economy
Learning strategies and procedures
Provide the student with a panoramic view of environmental changes and the impact of economic changes upon marketing today.
Activities/Media
Presentation of syllabus and readings
Bibliography: [1] Chap. 1 Unit : 2 S
Hrs
Topics
Learning strategies and procedures
“The 22 Immutable Laws of Class discussion and oral presentation 2 3 Marketing” analyzing how the “Immutable Laws of Case Solving Method Marketing” can adapt to “The new Adapting Marketing to The Economy”. New Economy Bibliography: [1] Chap. 2 [2] “The Inmutable Laws of Marketing”
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Activities/Media
Dynamic presentation with questions and active student participation. Use of visual equipment and software, by PowerPoint
F-205
Unit : 3 S
3
Hrs
3
Topics
Building Customer Satisfaction, Strategic Marketing Planning
Learning strategies and procedures
Develop a case study in groups, promoting group discussion.
Activities/Media
Dynamic presentation with questions and active student participation. Use of visual equipment and software, by PowerPoint
Bibliography: [1] Chap. 3 Unit : 4 S
4
Hrs
3
Topics
Strategic Marketing Planning (Cont.)
Learning strategies and procedures
Provide examples of different Marketing plans. Differentiate between marketing plans for service companies and for the manufacturer of goods.
Activities/Media
Dynamic presentation with questions and active student participation. Use of visual equipment and software, by PowerPoint
Bibliography: [1] Chap. 4 Unit : 5 S
5
Hrs
3
Topics
Gathering Information and Measuring Market Demand
Learning strategies and procedures
Provide different Marketing Research methods, showing the best ways to gather information.
Activities/Media
Use of visual equipment software, by PowerPoint
and
Bibliography: [1] Chap. 5 Unit : 6 S
6
Hrs
3
Topics
Consumer Buyer Behavior and Segmentation
Learning strategies and procedures
Show the student with practical cases that consumers do not behave the same way. Identify segmentation according to consumption patterns.
Activities/Media
Dynamic presentation with questions and active student participation. Use of visual equipment and software, by PowerPoint
Bibliography: [1] Chap. 7, Chap. 10 Unit : 7 S
7
Hrs
3
Topics
Consumer Buyer Behavior and Positioning
Learning strategies and procedures
Oral presentation about a case study.
Activities/Media
Dynamic presentation with questions and active student participation. Use of visual equipment and software, by PowerPoint
Bibliography: [1] Chap. 11 MID - TERM EXAM Unit : 8 S
Hrs
Topics
Product Strategy 8
3
Learning strategies and procedures
Describe real situations of corporate success, using different articles and case studies.
Activities/Media
Dynamic presentation with questions and active student participation. Use of visual equipment and software, by PowerPoint
Bibliography: [1] Chap. 12, Chap. 13 Unit : 9 S
9
Hrs
3
Topics
Setting the Product and Branding Strategy
Learning strategies and procedures
Show the student how to identify and develop different Branding Strategies for services and tangibles.
Activities/Media
Dynamic presentation with questions and active student participation. Use of visual equipment and software, by PowerPoint.
Bibliography: [1] Chap. 14
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F-205
Unit : 10 S
10
Hrs
3
Topics
Designing and Managing Services
Learning strategies and procedures
Discuss in groups a real situation that is going to be described in a case study.
Activities/Media
Dynamic presentation with questions and active student participation. Use of visual equipment and software, by PowerPoint
Bibliography: [1] Chap. 15 Unit : 11 S
11
Hrs
3
Topics
Developing Price Strategies and Programs
Learning strategies and procedures
Bring real budgets of Marketing areas of different companies and situations.
Activities/Media
Dynamic presentation with questions and active student participation. Use of visual equipment and software, by PowerPoint
Bibliography: [1] Chap. 16 Unit : 12 S
12
Hrs
3
Topics
Going International
Learning strategies and procedures
Show the student with a practical case, the best alternative to choose when going international, according to environmental differences.
Activities/Media
Dynamic presentation with questions and active student participation. Use of visual equipment and software, by PowerPoint
Bibliography: Unit : 13 and 14 S
Hrs
Topics
Learning strategies and procedures
Designing and B2B cases. Examples of different 13 6 Managing Value types of networks. 14 Networks and Marketing Channels Bibliography: [1] Chap. 17 FINAL EXAM.
Activities/Media
Dynamic presentation with questions and active student participation.
V. EVALUATION
N° 1 2 3
Scheme Continuous Assessment Mid-term Exam Final Exam
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Weight (%) 40% 25% 35%
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F-205
- Continuous Assessment Scheme. Evaluation Types
Test Scheme.
Weight (%)
N°
60
1 2
Weight. (%) TS1 TS 2
(%) 33.33 33.33
3 6
3
TS 3
33.33
10
4
TS 4 TOTAL :
33.33 100
13
1
IP
100
14
Test (TS)
Integrated Project (IP)
40
TOTAL :
Week.
Date.
100
Note: Four practices will be evaluated during the semester of which would eliminate the lowest rating. No will be delayed test in continuous assessment. VI
BIBLIOGRAPHY
[ 1 ] Kotler., Phillip. Marketing Management 11th Edition (2000, 2003) [ 2 ] Ries & Trout. “The 22 immutable laws of Marketing”
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F-205