PROGRAMA ANALÍTICO
FACULTAD DE MARKETING Y COMUNICACIÓN
SUBJECT
STRATEGIC MARKETING
CODE
MKT 415
4 CREDITS
PREREQUISITE
MKT 260
ACADEMIC PERIOD
2014
CLASS HOURS
64 HOURS
1. DESCRIPTION
We are living a marketing revolution regarding the traditional commerce and distribution
systems in which Strategic Marketing presents itself as a new methodological and
instrumental support to provide the student, future entrepreneur, with tools and practical
guidelines to develop and expand an organization.
The subject has the aim to comprehend the integral process of marketing from a long-term
perspective, and to guarantee the continuity of the organization, products and brands in the
market.
2. OBJECTIVES
General
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The main objectives is to provide the student with a set of practical knowledge from the
global perspectives of the organization, in such a way that they can use the tools of
strategic marketing to foresee and prepare solutions for their organization.
Specific
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To analyze the needs of individuals and organizations considering their organization.
To identify the strategic marketing activities carried out in companies.
To provide the foundations to carry out a proper evaluation of the attractions of the market
and the organization’s competitiveness.
To create strategies, tactics and analyze the sales forecast inside the planning of marketing
programs.
To determine the strategic objectives for the marketing mix in the design of pricing,
promotion and placing.
To develop marketing strategies that allow taking decisions in a changing, competitive and
globalized market.
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To encourage and motivate the student into Reading and research through the
development of work related with the management of strategic marketing.
3. COMPETENCIES
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Develops strategic plans supported in only one direction, the market and the results, with
an appropriate use of commercial and trend information.
Manages the processes of marketing (Price, place, product, promotion, people and
presentation) integrating management, finance creativity, leadership, critical thinking and
social commitment criteria.
Recognizes the type of journalistic gender that is presented.
Uses the analysis processes to create proposals of solution/treatment in the determined
fields.
4. LEARNING OUTCOMES
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Determines strategic plans supported in effective results to the market with a proper use of
the commercial and trend information.
Evaluates the processes of marketing mix (price, place, product, promotion, people and
presentation) by integrating management, finance creativity, leadership, critical thinking and
social commitment.
Discusses the marketing processes and proposes strategic solutions to the market.
5. METHODOLOGY
The methodology that will be applied in the subject of strategic marketing will have a clear
practical focus for which a variety of teaching methods that guarantee the study of the
students will be applied.
Classes in which the most meaningful aspects, concepts and essential methods are
outlined, follow the structure of the program and of the subject.
Students are an active part of the class and in the development of the section they will
participate with their commentaries, analysis and proposals.
Through practical exercises and case studies students will practice the comprehension and
evaluation of ideas, argument, analysis and creativity.
Evaluation will be constant and integrating, valuing the development of the student in each
task and especially in the integrating products of each unit.
Description of the type of work required
Each week group or individual assignments will be sent to develop complementary
activities, the number of group members will vary depending on the number of students per
classroom.
The research papers will be turned in according the guidelines uploaded to the Atrium. The
writing of the documents regarding the format, font, citing and bibliography will be done
following APA norms.
The assignments will be turned in at the beginning of the class one week after it was
requested and they must be uploaded to the Atrium. The assignments must be done by
computer, for which students must be able to use Word, Excel and Power Point.
The assigned papers must be presented with an introduction, development and conclusion
sections, and a bibliography, with the cover determined by the university and must be
uploaded in the Atrium in the “tareas” option.
6. CONTENT
CHAPTER 1:
BUSINESS MARKETING AND ECONOMIC MARKETING
1.1. Ideological basis of marketing.
1.2. Functions of marketing in an organization (operative, strategic, marketing program
oriented to the market).
1.3. Concept and importance of strategic marketing.
CHAPTER 2:
MARKETING IN CRISIS PERIODS
2.1 The new environment of macro marketing.
2.2 The new consumer
2.3 Implications about marketing.
CHAPTER 3:
SATISFACTION AND NEEDS.
3.1 Notions of need (need, want, demand)
3.2 Objectives of human needs.
CHAPTER 4:
CHOOSING BEHAVIOR OF A BUYER
4.1. The buyer active agent of decision.
4.2. Model of the concept of multi attribute
CHAPTER 5:
RESPONSE BEHAVIOR OF THE BUYER
5.1 Levels of market response
5.2 Measure of cognitive response
5.3 Measure of affective response.
CHAPTER 6:
ANALYSIS OF SEGMENTATION
6.1 Analysis of macro segmentation
6.2 Analysis of micro segmentation.
6.3 Segmentation of industrial markets.
6.4 The implementation of a segmentation strategy.
6.5 International segmentation.
CHAPTER 7:
ANALYSIS OF THE ATTRACTIVENESS OF A MARKET.
7.1. Basic concepts.
7.2. Structure of the global demand.
7.3. Model of the life cycle of a product.
7.4. Forecasting method
7.5. Differentiation.
7.6. Product positioning, branding, characteristics, types and mistakes.
7.7. Analysis of an organization.
7.8. Notion of the competitive advantage.
7.9. Notion of applied rivalry.
7.10. Analysis of competitive of competitive situations.
7.11. Strategic capacity and competitive capacity.
CHAPTER 8:
CHOOSING A MARKETING STRATEGY.
8.1. Analysis of the portfolio of activities BCG matrix.
8.2. Analysis of a matrix of competitive attractiveness.
8.3. Development of a matrix.
8.4. Choosing a strategy.
CHAPTER 9:
BASIC DEVELOPMENT STRATEGIES
9.1. Growth strategies.
9.2. Competitive strategies.
9.3. Strategies of international development.
CHAPTER 10:
OPERATIONAL MARKETING STRATEGY
10.1. Development of distribution strategies.
10.2 Distribution functions flows.
10.3. Vertical structure of the distribution channel.
10.4. Market coverage strategies.
10.5. Horizontal and vertical marketing systems.
CHAPTER 11:
STRATEGIC DECISIONS OF PRICING
11.1 Function of Price in the marketing strategy.
11.2 Pricing seen from the point of view of costs.
11.3. Pricing seen from the point of view of competition
11.4 Pricing strategies for new
CHAPTER 12:
DECISION MAKING ASSIGNMENTE
12.1 Nature and function.
12.2 Personal communication.
12.3 Advertisement communication.
12.4 Levels of efficiency.
7. EVALUATIÓN
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Criteria for grading of classwork and homework
The presentation of classwork and homework is mandatory. Noncompliance of this
requirement will be sanctioned.
Homework assignments must be presented with an introduction, main body, conclusion and
bibliography, with the insert determined by university and the tasks must be admitted into
the Atrium in the tasks option.
The minimum grade for passing the course is 70.
All exams will be taken on the date previously established by the Director of the Language
Department. No exams will be given ahead of this date or postponed for a later date without
the expressed written permission from the Academic Commission of the faculty to which the
student in question belongs; in which case, a make-up exam will be given
Grade Breakdown
Activities
30
Exam 1
15
Exam 2
15
Final Exam
40
Total Grade
100
8. MATERIALS
TEXT
Investigación de mercados
AUTHOR
Joseph Hair
PUBLISHER
Mcgraw Hill
Sistemas de información
Kenneth Laudon
México. Prentice
Hall
9. COMPLEMENTARY MATERIAL
TEXTO
AUTOR
EDITORIAL
Introducción a la investigación
de mercados
Marcela Benassini
Pearson
Marketing Estratégico
Jean-Jacques Lambien
McGraw Hill
www. Promonegocios.net
Ivan Thompson 7
2007
Elearningmarketing.blogspot.com
Realizado por:
Fecha:
MBA. Rita Pimentel
DECANA DE FACULTAD
Revisado por:
Fecha:
Gilda Alcívar Ms.C.
VICERRECTORA ACADÉMICA