Marketing consists of creating customer value and building profitable customer relationships. To do so, marketers have to be able to understand customer needs, determine their target segments and position their brands. These steps of the marketing process are analyzed in the subject course entitled Introduction to marketing.



Marketing Management: Policies is the follow-up to Introduction to Marketing and is taught in the second term of the second year. This subject is devoted to studying the basic marketing tools that a company combines in order to provoke the desired market response. These tools are the four marketing mix policies (product, price, distribution and communication). Additionally, this subject aims to explain the process that a company should carry out to efficiently plan all its marketing activities.



Therefore, this course is aimed at studying how to make appropriate marketing mix decisions and define a marketing plan that encompasses the entire marketing process. This subject intends to provide the students with the necessary knowledge to go deeper into other marketing courses, such as Advanced Marketing, Sectorial Marketing, International Marketing and Marketing Research.



CONTENTS:

1º) Products, services and brand strategies

2º) Product decisions: product portfolio management

3º) Pricing factors, perspectives and techniques

4º) Price strategies

5º) Marketing channels and supply chain management

6º) Marketing communications

7º) Marketing plan

SPECIFIC COMPETENCES



-Explain how companies approach marketing problems.

-Define product attributes and dimensions. Describe the stages of the product life cycle and how marketing strategies change during a product life cycle.

-Describe the decisions companies make regarding their individual products, products lines and product portfolios.

-Explain how companies set prices.

-Understand the communication process and define the major tools for communicating customer value.

-Explain why companies use marketing channels and describe how they design and manage their distribution channels.

-Understand the marketing planning process.



GENERAL COMPETENCES



-Analyze and synthesize information from different sources, and develop critical ability to issue reasoned judgments.

-Develop and submit any report (written or oral), with clarity and consistency.

-Work both individually and as part of a group.

-Learn independently.



LEARNING RESULTS



After studying this subject course our students are able to:



-approach marketing problems in a correct way.

-make decisions on product attributes and dimensions in the context of the product life cycle.

-make decisions on individual products, products lines and product portfolios.

-set prices based on different pricing strategies and techniques.

-manage the communication process and make basic decisions on the major communication tools.

-design and manage distribution channels in the context of different marketing systems and make basic logistics decisions.

-manage the marketing planning process.

Lesson 1: Product policy

Lesson 2: Price policy

Lesson 3: Distribution policy

Lesson 4: Communication policy

Lesson 5: Marketing plan

Theoretical classes:



-The explanations will be accompanied by PowerPoint presentations, numerous examples and debates in order to stimulate students participation.



Practical classes:



-Several cases and exercises will be done so that students can apply the concepts explained over the course and assess their own learning process.



-Teamwork.



In the practical classes we are going to work on the specific and general competences. Our students will have some tutorial hours at their disposal. This service is intended to clarify unclear subject-related concepts, give advice on the group project and help the students in their learning process.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Written test to be taken (%): 75
  • Assignments (exercises and teamwork) (%): 25

Our students can choose one of the following assessment systems:



1) CONTINUOUS EVALUATION SYSTEM:



The final mark will be given by the sum of the following three scores:



- Final written exam: 75%

- Exercises: 10%

- Teamwork: 15%



To get a passing mark the sum of the three scores must be equal to or greater than 5. Additionally, the students will have to obtain a minimum of 3,75 points (out of 7,5) in the final exam.



The written exam, that will take place on the official exam day, will have an applied nature and will contain specific questions about certain concepts studied in the subject course.



The exercises will consist of short exercises that may have different formats and will be carried out individually during the classes over the course.



Regarding teamwork, the team will use a real case as a reference focusing on the elements of the marketing mix and exploring potential improvement proposals. it will be submitted within the established deadlines. The professor will assess the students' oral and writting communication skills, the ability to correctly apply marketing concepts and make reasoned judgments, creativity and other competences.



2) END-OF-COURSE EVALUATION SYSTEM:



The students opting for the end-of-course evaluation system must complete the same written exam as those who have opted for the continuous evaluation system (7.5 points) and submitt a work similar to that of the teamwork of the continuous evaluation system, but in this case it will be more extense and will carry out invidually (2,5 points). To get a passing mark the sum of the two scores must be equal to or greater than 5. Additionally, the students will have to obtain a minimum of 3,75 points (out of 7,5) in the final exam.



Students have the option to switch from the continuous assessment system to the final assessment system by submitting a request within the first nine weeks of the course.



If a student does not attend the final exam, we will consider that he or she declines to take the exam.

The students will be able to obtain a maximum of 10 points in the final exam. However, those students not passing or not taking the exam in May will keep their assignment scores as long as it is beneficial for them.



If a student does not attend the final exam, we will consider that he or she declines to take the exam.

The teaching material will be available on egela.

Basic bibliography

KOTLER, P., KELLER, K.L. Y CHERNEV, A. (2022): Marketing Management, Global Edition, Pearson.



SANTESMASES, M., MERINO, M.J., SÁNCHEZ, J. and PINTADO, T. (2011): Fundamentals of marketing. Madrid. Ediciones Pirámide.

In-depth bibliography

ARMSTRONG, G., KOTLER, P., MERINO, M.J., PINTADO, T. and JUAN, J.M. (2011): Introducción al marketing, Pearson, Madrid.
BURK, M. (2003): El Plan de Marketing. Guía de Referencia. Pearson/Prentice-Hall.
COHEN, W.A.(2001): El Plan de Marketing, Deusto, Bilbao.
DÍAZ, S. (Coordin.) (2022): Política de producto, Esic Editorial, Madrid.
DIEZ DE CASTRO, E. (2003): Distribución Comercial, McGraw-Hill, Madrid.
ESTEBAN TALAYA, A. (2006): Principios de Marketing, Esic Editorial, Madrid.
LAMBIN, J. J. (2003): Marketing Estratégico, Esic Editorial, Madrid.
LLANO, F. and CALVO,J.(2008): Hoy es Marketing. Nuevos mercados, nuevos clientes, nuevas soluciones. Esic Editorial.
MARTÍN ARMARIO, E. (1998): Marketing, Ed. Ariel Economía, Barcelona.
MIQUEL, S.; PARRA, F.; HERMIE, C.; MIQUEL, M. J. (2008): Distribución Comercial, ESIC, Madrid.
MUNUERA ALEMAN, J. L. and RODRIGUEZ ESCUDERO, A. I. (2007): Estrategias de Marketing. Un enfoque basado en el proceso de dirección. Esic, Madrid.
SAINZ DE VICUÑA, J.M. (2006): El Plan de Marketing en la práctica, Esic, Madrid.
TRESPALACIOS GUTIERREZ, J. A., RODRIGUEZ DEL BOSQUE, I. and VAZQUEZ CASIELLES, R. (2005): Marketing: Estrategias y Aplicaciones Sectoriales, Civitas, Madrid.
VAZQUEZ CASIELLES, R and TRESPALACIOS GUTIERREZ, J.(2006): Estrategias de Distribución Comercial, Paraninfo, Madrid.

Journals

Harvard Deusto Marketing & Ventas
MKMarketing + Ventas
Ipmark

Web addresses

Academy of Marketing Science: http://www.ams-web.org
AMA (American Marketing Association): http://www.ama.org
AGEMDI (Asociación de Agencias de Marketing Directo e Interactivo): http://www.agemdi.org
Marketingdirecto.com: El portal de marketing y publicidad: http://www.marketingdirecto.com
PD&BD (Asociación de Publicidad Directa y Bases de Datos): http://www.fecemd.org/pdbd
Asociación Española de Centros Comerciales: www.aedecc.com
Asociación Nacional de Centrales De Compra: www.anceco.com
Asociación para la investigación de medios de comunicación: www.aimc.es
AC Nielsen: www.acnielsen.es
Branzai: www.branzai.com
Distribución Actualidad – Revista Española de Retail: www.distribucionactualidad.com
Federación de Cooperativas de Consumo de Euskadi: www.ekkf-fecoe.coop
Federación Española de Comercio Electrónico y Marketing Directo: www.fecemd.org
Franquicias: www.tormo.com
Infoadex: www.infoadex.es
Marketingnews: www.marketingnews.es
MERCASA: www.mercasa.es
Oficina para la justificación de la difusión: www.ojd.es
Sofres: www.sofresam.com