7.3 Channel selection.
7.4 Distributor functions
7.5 Sales force. (Team 1)
7.6 Sales force evaluation.
Cases: Signode and Pepsi
Tehnical note: Distribution strategy (Team 2)
8. Communications (Week of May6 and 13th)
8.1 Commercial Communication process.
8.2 Communication mix. (Team 3)
8.3 Budget. (All team: Media costs)
8.4 Media Selection
Case: Dry Clean Express
Technical note: The Marketing communications mix (Team 4)
Final Project presentation (Week of May 20)
BIBLIOGRAPHY Kotler,Philip y Armstrong Gary MARKETING Versión para Latinoamérica Ed. Pearson México, D.F. 2007
2 Partial exams (20% each= 40%)
Final presentation 30%
Cases and team work (15% each= 30%)
All cases are to be analyzed by team, and a written document will be presented the day assigned to the case. They will not be accepted latter.
All team members must participate in the case study and analysis.
The cases will be analyzed in class.
All cases are related to the subjects that are been studied
Students must study the subjects in advance, for each session, in order to participate during the class.
Two selected case analysis will be graded
The two partial exams will be based on the cases, and the date will not be disclosed in advance.
At the end of the course, the student will:
1. Marketing Introduction (Weeks of January 21 and 28 )
1.1 Nature and application of marketing in business.
1.2 Focus on the market place.
1.3 Importance of marketing in the global economy, the socioeconomic system and the organization
1.4 Evolution of marketing.
1.5 Marketing concepts and organization.
1.6 Functions of the commercial area and its relationship with other areas of the company. 1.7 Differences between sales and marketing.
1.8 Differences between needs and desires (Team 1)
Cases: Cricket and Chem Tech
Technical Note: Marketing Underrated (Team 2)
2. Marketing Environment (Weeks of February 4 and 11)
2.1 Macro environment.
2.2 Micro environment
2.3 Internal Environment.
2.4 Social, economic and political factors.
2.5 Strategic market planning: (Team 3)
2.6 Market types.
Cases: Nestlé Italy and Nintendo
Technical note: Ending the war between sales and marketing (Team 4)
3. Marketing Information Systems (Weeks of February 18 and 25) 3.1 Information for Marketing (Team 1)
3.2 Commercial investigation activities.
3.3 Marketing information systems.
3.5 Competitive Intelligence.
3.6 Customer Insight
Cases: Baby Wally and Grenadier
Technical notes Competitive Intelligence Competitor analysis (Team 2)
4.- Consumer Behavior (Weeks of March 4 and 11)
4.1 Consumer types.
4.2 Consumer profiles (Team 3)
4.2.1 Consumer behavior theories.
4.2.2 Consumer experience.
4.2.3 Customer value.
4.2.4 Buying Process.
4.3 Needs and consumer motivation.
4.4 Market segmentation
4.5 Consumer perception and personality
4.6 Positioning, repositioning and competitive difference. Cases: Kodak and Fraser
Technical note: Consumer experience management (Team 4)
5. Product and Branding (Weeks of March 18 and April 8
5.1 Product Life Cycle.
5.2 Product strategies.
5.3 Product lines and mix.
5.4 Branding. (Team 1)
5.5 Physical product features.
5.6 Intangible features.
5.7 Marketing Laws
Cases: Glare Guard and Gillette
Technical note: Brands and Branding (Team 2)
6. Price (Week)
6.1 Price and commercial strategy.
6.2 Price setting criteria.
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