Marketing Management in English

SILABO AREA : MARKETING COURSE : MARKETING MANAGEMENT (Upper Division) Finance and Business Management PREREQUISITE ...

1 downloads 108 Views 206KB Size
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”

Dirección de Marketing (se dicta en inglés)

Página 1 de 4

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

Dirección de Marketing (se dicta en inglés)

Página 2 de 4

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

Dirección de Marketing (se dicta en inglés)

Weight (%) 40% 25% 35%

Página 3 de 4

F-205

- Continuous Assessment Scheme. Evaluation Types

Test Scheme.

Weight (%)



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”

Dirección de Marketing (se dicta en inglés)

Página 4 de 4

F-205