Marketing Management
Code
2431
Teacher in charge
Victor Centeno
Teaching language
Objectives
This is a first level marketing course designed for students without previous marketing background or that wish to gain basic marketing knowledge. It does not aim at students with strong marketing knowledge that want to progress into advanced concepts and discussion. The course will specifically cover the following areas:
o Introduction to a new perspective of Marketing
o Introduction to Marketing Planning
o The shape of a Marketing Plan
o The audit: external (environment) and internal (incumbent) analysis
o Targeting, Segmenting and Positioning
o The Marketing Opportunity. Strategic objectives. Issues
o Marketing Strategy
o Marketing mix and programs (product, price, promotion and place plans)
o Financials
o Risks and mitigation plans.
Prerequisites
Subject matter
The first block of the course will consist of analyses of cases and correspondent in class discussion.
The analysis will be facilitated by previous in class lectures and indication of reading material. At the end of this block a mid‐term test will be administered. During this period students will also prepare in groups a marketing plan for a product or service of their choice.
The second block of the course will consist of business presentations of each group marketing plan to a management board composed by other students. This presentation will be followed by questions from the management board members. At the end of each discussion the instructor will summarise the key points of the plan and extract and share learnings with the class.
Bibliography
Teaching method
This is basically a very practical course based on the use of cases and the business experience of the instructor. We will learn by analysing and understanding the cases and preparing written answers to the questions asked. Students will learn through in class open discussions but must also be prepared to discuss the cases in cold calls. The idea is to replicate real life situations and, mainly in the second block, do role playing.
Evaluation method