Marketing II

Objectives

This course aims to provide students with general knowledge about marketing and to make aware of the increasing importance of these tools for companies/organizations operating in global markets. The general objectives are as follows:

1. Recognize the evolution of marketing and new trends;

2. Define the role of marketing in service companies/organizations;

3. Comprehend the concepts of operational marketing;

4. Understand the new digital reality.

In terms of competence, it is fundamental to develop the ability of students to:

1. Analyze the new digital business reality.

2. Identify the different brand dimensions.

3. Design a marketing plan.

4. Realize the different stages of the plan.

5. Understand and evaluate tools for personal marketing.

Program

This course will address the main themes of marketing.

1. Setting Product Strategy 

2. Introduction New Offerings

3. Designing and Managing Services

4. Developing Pricing Strategies and Programs

5. Designing and Managing Integrated Marketing Channels

6. Managing Retailing, Wholesaling, and Logistics 

7. Designing and Managing Integrated Marketing Communications 

Teaching Methodologies

A combination of lectures, videos, discussions, group projects and written assignments will be used to achieve the objectives of this course. The focus of all course activities will be on understanding and applying the concepts presented.

Bibliography

• Kotler, P.; Keller, K.L.; Goodman, M.; Brady, M, & Hansen, T. (2020). Marketing Management, 4th European Edition. Prentice-Hall
• Kotler, P. & Keller, K.L. (2012). Marketing Management (14th ed.). New Jersey: Prentice-Hal
• Lovelock, Christopher H. (2011) Services Marketing, 7/E, Prentice-Hall: New York
• Scott, David M. (2008) The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly, John Wiley and Sons