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Marketing Management II (18GBD20002)

General information

Type:

 OB

Curs:

 4

Period:

 S semester

ECTS Credits:

 4 ECTS

Teaching Staff:

Prerequisites

Having passed Marketing Management I

Workload distribution

Workload distribution:
Lectures: 20 hours
Simulation: 10 hours
Independent study: 70 hours

COURSE CONTRIBUTION TO PROGRAM

Marketing Management II develops the educational content of Marketing Management I. Having mastered the basic marketing tools and concepts in the first course, students will now go on to learn marketing strategies. To illustrate this in terms of chess, Management I teaches how each piece can move, while Marketing Management II students learn the most typical moves (Shepherd's mate, openings and so on).

Course Learning Objectives

1. Students will learn to take marketing decisions based on the risk-profitability binomial.
2. They will learn which strategy is, in principle, the most appropriate for any one moment and also be able to know when they are overriding it.
3. They will learn to create their own analysis and decision-making tools on the basis of aims and premises.

CONTENT

1. The risk-profitability binomial

The risk-profitability binomial
Methodology -
Interactive practical case study in phases
1 lecture session

2. Budget items

Budget items
Methodology-
Task 1: Searching and using the INE, Sabi webpage.
Exercise searching for surprising data concerning our cultural behaviour.
Task 2: Photo and analysis of the contents of a fridge.
1 lecture session

3. Defining the reference market

Defining the reference market
Methodology-
Reading class notes given out beforehand + lecture session
Exercises concerning definitions of a list of markets
1 lecture session

4. Solution lifecycle versus product

Solution lifecycle versus product
Phases, determining factors, objectives of each phase and changing strategies.
Methodology -
Exercise: "Explaining what a business is to a child"
Independent assignment: Presenting the last unavoidable argument you had, and explaining the reasons for it.
5 lecture sessions

5.

6. 'Cliducts'

'Cliducts'
Methodology-
Task 1: Analysing the current validity of the usual portfolio tools: BCG and GE / McKinsey.
Task 2: Developing your own tool for portfolio analyses.
1 lecture session

7. Dynamic market analysis

Dynamic market analysis
Methodology -
Task: Problems with SWOT analysis
Exercise: Finding the objectives and advantages needed for a new diagnostic tool.
1 lecture session

Relation between Activities and Contents

1 2 3 4 5 6 7
Class participation              
Weekly assignments              
Simulation: groups and peer evaluations              
Individual final exam              
Mid-term exam              
Readings, videos and class debates              
E-learning activities              

ASSESSMENT

ASSESSMENT BREAKDOWN

Description %
Class participation 10
Weekly assignments 10
Simulation: groups and peer evaluations 30
Individual final exam 30
Mid-term exam 10
E-learning activities 10

Assessment criteria

Students must:
Satisfactorily complete the e-learning platform exercises prior to each session
Submit all the weekly assignments..
Actively participate in the in-class sessions.
Deliver the simulation project decisions on time.
Pass the final exam with a minimum mark of 5.0 (out of 10).

Bibliography


Short bibliography and basic material:

The course is accompanied with its own course noteswritten by the faculty.
Summary videos of the sessions will also be made available.
The material will be provided via the Moodle platform. The subject also includes a complete e-learning module.
Faculty will also recommend complementary follow-up reading after the course is finished.

Timetable and sections