Marketing
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
COURSE GRADING:
2 Partial exams (20% each= 40%)
Final presentation 30%
Cases and team work (15% each= 30%)
Note:
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.
-----------------------
Subjects:
OBJETIVES:
At the end of the course, the student will:
N0422 3.
FOURTH SEMESTER
CODE
Course Outline
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
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
COURSE GRADING:
2 Partial exams (20% each= 40%)
Final presentation 30%
Cases and team work (15% each= 30%)
Note:
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.
-----------------------
Subjects:
OBJETIVES:
At the end of the course, the student will:
N0422 3.
FOURTH SEMESTER
CODE
Course Outline
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
Bibliography: Kotler,Philip y Armstrong Gary MARKETING Versión para Latinoamérica Ed. Pearson México, D.F. 2007 COURSE GRADING: