Marketing Management (February 2016) - UAM-CUSE

Marketing Management
Alejandro Vogel D.
[email protected]
Date | Time:
Tuesdays & Thursdays: 6:10PM - 7:40 PM (M-203)
Kotler K. & Lane K. Marketing Management 15th Ed.
Course Description
This course is a strategic approach and has a global orientation. Students learn
the theory and practices market opportunity analysis, the development of
strategic marketing programs, and developing new and growing markets. They
conduct and use market research and relate this to buying behavior which
including market targeting and segmenting. Marketing Management is related to
all marketing courses. Prerequisites: Principles of Marketing, Market Research,
and Retail Marketing
This syllabus complies with UAM-CUSE program and regulations.
Tentative Schedule*
*Each bullet represents approximately one to two session of classwork
Understanding Marketing Management
 Defining Marketing for the 21st Century
 Developing Marketing Strategies and Plans
Capturing Marketing Insights
 Collecting Information and Forecasting Demand
 Conducting Marketing Research
 Connecting with Customers
 Creating Long-term Loyalty Relationships
 Analyzing Consumer Markets
 Analyzing Business Markets
 Identifying Market Segments and Targets
Building Strong Brands
 Creating Brand Equity
 Crafting the Brand Positioning
 Competitive Dynamics
Shaping the Market Offerings
 Setting Product Strategy
 Designing and Managing Services
 Developing Pricing Strategies and Programs
Delivering Value
 Designing and Managing Integrated Marketing Channels
 Managing Retailing, Wholesaling, and Logistics
Communicating Value
 Designing and Managing Integrated Marketing
 Communications
 Managing Mass Communications: Advertising, Sales Promotions,
 Events and Experiences, and Public Relations
 Managing Personal Communications: Direct and Interactive
 Marketing, Word of Mouth, and Personal Selling
Creating Successful Long-term Growth
 Introducing New Market Offerings
 Tapping into Global Markets
 Managing a Holistic Marketing Organization for the Long Run
Class Policies
a) Attendance will be taken at the beginning of each class period, starting the
first day of class and ending on the day of the final exam. Regular attendance
is mandatory since the student is responsible for all materials covered in the
lecture, class discussions, hands-outs of current cases and text. Typically
there is a correlation between classroom attendance and performance on
exams and other assignments. The instructor reserves the right to lower the
final grade based on the student absence without a verifiable work-related or
medical reason
b) The maximum number of unexcused absences accepted in a semester to be
able to pass the course is SIX (6).
c) The excused absences are not part of this counting but they are required to
be submitted in writing to the Provost’s office with a copy for the professor.
d) More than three late arrivals are equal to 1 absence, unless they have a valid
e) Early departures from class will require the professor authorization or will be
treated as an absence.
f) Each student will be responsible for the assignment given during her/his
g) Late homework assignment: Grades lowered 10%
h) All work turned in via e-mail must receive an answer from the professor as
confirmation of effective delivery. If the student does not get a response, the
professor did not receive it. All documents must open successfully; if a
document is sent but does not open, it’s as not delivered. Students are
responsible for e-work delivery, not the professor.
i) No Make-up exams will be accepted; the lowest Unit exam grade will be
dropped at the end of the semester.
j) The following rules will be applied to the behavior in class.
 No use of cell phones for other than class-related work
 No use of lap-tops, or smart phones unless authorized by the instructor
 No eating in class
 No talking while the instructor is lecturing or students are contributing
to the class.
 No leaving the class while it is in session.
 If the student is late, it is her/his responsibility to remind the instructor
that she or he is tardy and not absent.
1. Class attendance
2. Presentations
3. Exams
4. Final Exam
Transversal Competencies: This course should reinforce the following
competencies deemed important by UAM:
Competency related to
Competency related to
Competency related to
autonomy and
Competency related to using
1. Use information and
technology to
permanently learn,
abstract, analyze,
synthesize, identify,
propose research,
resolve problems,
and put knowledge
into practice.
2. Using English,
motivate students to
work in teams,
establish common
goals, and develop
skills in international
3. To commit to quality,
adaptation to new
situations and
decision-making as
well as innovation
and work leading to
personal autonomy.
Learning Outcomes
1.1 To use the print and electronic media
as well as personal interaction in
autonomous learning, communication,
and permanent up-dating in the
1.2 To identify, formulate, and resolve real
or simulated problems by
systematically using established
methods that have technical validity.
2.1 To optimize the use of English.
2.2 Identify group objectives and orient toward
2.3 Apply the best practices of the profession
according to the latest
4. To foster
responsibility, ethical
values and
demonstrate social
responsibility and
To satisfactorily reach academic
standards and parameters that
are personal and professional.
To effectively adapt to new situations and
be able to propose innovative
To plan execute, and evaluate
autonomous and formative
tasks and professional roles
that encourage autonomy.
To always perform with academic
integrity according to the
highest standards and
democratic values.
Realize or participate in projects based
on principles of democracy,
inclusion, gender, human
development, citizenship,
sustainable development,
transparency, and care of the
UAM-CUSE Transversal Competencies
Master the mind
Master communication
Master information & technology
Master a holistic view of the world
Be an ethical leader: create a legacy