marketing, planning and implementation

2nd Term EMBA-2016
MARKETING, PLANNING AND IMPLEMENTATION
COURSE OUTLINE
1. Introduction
Marketing-I was devoted to the analysis and discussion of the individual elements that
are relevant to the design of a marketing plan. It included cases and lectures related
to the analytical requirements for positioning: consumer behaviour, market
segmentation and differentiation. Later, it studied in some depth the mix elements of
product and pricing. In the second term, we will continue the process started a few
months ago, as we explore the implementation of marketing decisions.
2. Objectives
The goal of this course is the study of several marketing management situations as
they affect the allocation of time, human, or monetary resources with the objective
of delivering a product offering to the market.
3. Learning Outcomes
i.
ii.
iii.
v.
vi.
vii.
viii.
ix.
x.
xi.
Assess the different parts of a Communication Plan
Connect media investments with specific communication goals
Understand how marketing communications help to build meaningful brands
Understand the Economics of the Distribution Channels
Assess the pros and cons of Direct vs Indirect Channels
Understand how to manage the conflict with Indirect Channels
Key elements to design a Sales Force
Key elements to develop an account plan
The importance of motivating a Salesforce
Key elements of a Marketing Plan
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IESE Business School
Marketing, Planning & Implementation
4. Competences
This course builds and reinforces the following competences:
CB6 – Students should possess and understand knowledge that provides the basis or
opportunity for originality in the development and/or application of ideas, often in a
research context.
CB7 – Students should know how to apply the knowledge acquired and their problemsolving capacity in new and little-known settings within broader (or multidisciplinary)
contexts related to their area of study.
CB8 – Students should be able to integrate knowledge and deal with the complexity of
making judgements based on information that is incomplete or limited, but includes
considerations of the social and ethical responsibilities linked to the application of
the students' knowledge and judgements.
CB9 – Students should know how to communicate their conclusions and knowledge and
the ultimate reasons that support them to specialized and unspecialized audiences in
a clear, unambiguous way
CG9 - Recognizing the dangers and taking advantage of the opportunities that impact
the competitiveness and effectiveness of the business (Business Vision)
CG10 - Valuing the company above and beyond the limits of one's own job,
understanding the interrelationship between the different units and developing
interfunctional cooperation (Vision of the Organization)
CG11 - Meeting customers' needs, offering them something of value, taking care of
every detail in the relationship and providing a response to their requests and
suggestions (Customer Orientation).
CG12 - Using material and economic resources in the best, fastest, most economical
and effective way possible to obtain the desired results (Resource Management).
CE18 - Analyzing markets and new business opportunities. Designing sound, relevant
and effective market research studies. Having a deep understanding of segmentation,
targeting and positioning concepts and putting them into practice.
CE19 - Analyzing consumer behavior using empirical analysis tools and theoretical
models of human behavior.
CE20 - Learning to develop new products or reposition existing ones by means of
product, distribution, pricing and communication policies. Managing brands.
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IESE Business School
Marketing, Planning & Implementation
CE21 - Designing marketing strategies that include and take advantage of information
systems and new social networks.
5. Content
The course is divided into three modules:
1. Management of the sales force. For many companies, sales represent the only
source of income. Thus, for companies that decide to market with (at least in part) an
organization of direct sales, the management of its sales force and its integration
with other distribution channels are important. Here we will discuss the sales process
for different types of products, policies and supervision to direct sellers individually
and ultimately their sales training.
2. Distribution Channels: Design and Management. In this module we will focus on
understanding the main options when it comes to getting the supply to the market.
Should the company to deliver products directly to end customers? Should I use one or
more of the various intermediaries (eg agents, wholesalers, value-added resellers,
etc.)? What is the economy of the different distribution channels and how they affect
the final price and the level of service that the product is shipped to the customer?
What are the decisions that must be taken to cope with the changing market
conditions? Is there is conflict in the channel and if necessary, how it should be
handled?
3. Communication Policy. The end of the marketing strategy is to determine (a) To
serve customers, (b) which offer present and finally determine (c) how to present the
offer. Communication policies determine the best way to get our message to those
customers. We discuss the necessary elements to develop this policy: mission,
market, message, media, budget and measurement. Cover the more "hard" aspects of
communication (eg, measuring the results of a campaign) as the most "soft" (eg,
choosing creativity)
6. Methodology
The basic methodology of this course is case discussions and lectures. Class
participation is the key evaluation source, and you will be required to be very well
prepared for the case discussion sessions. Superficial preparation generates non
relevant class contributions. Your presence, preparation, and participation are of
great importance for the learning experience. Not attending to class is a serious
matter and you have to communicate it to the section head as well as to myself.
Please, take each session as the last of the whole course, and do not postpone getting
feedback if you feel you have trouble contributing to the class.
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IESE Business School
Marketing, Planning & Implementation
7. Evaluation
Class participation shall be evaluated on the sound marketing reasoning and
understanding of the concepts developed in the course.
The evaluation of your performance will be based on your class participation (65%)
and final exam (35%)
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IESE Business School
Marketing, Planning & Implementation
8. Course Outline & Bibliography
Título
Caso
Lecturas
I. Gestión de la fuerza de ventas
1
Políticas de venta
Deodar (M-1209)
Dirección de Ventas
(*)
Material Multimedia,
visitar
http://blog.iese.edu/ve
ntas/ usuario:
blogiese
contraseña:
IESE.2015
2
La motivación de los
equipos de venta”
I.M.A.G.E International (UVAM-0417).
3
Evaluación y control
Anfisa: Alarma en la zona
norte (M-1253)
4
La venta de servicios
profesionales
Hale & Dorr (A) (510S17)
5
El argumentario de ventas y
la maldición del
emprendedor
Polyphonic HMI: Mezclando
música y matemáticas
(506S18)
What entrepeneurs
get wrong, HBR
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Gestión de grandes
cuentas
Microsoft España: el programa
de grandes cuentas (M-1236)
Reflexiones sobre la
venta a grandes
clientes (MN-367)
Las funciones del jefe
de ventas (MN-168)
II. Diseño y gestión de los canales de distribución
7
Diseño del canal
Soren Chemical (4188)
5
Distribución (MN-368)
(*)
IESE Business School
Marketing, Planning & Implementation
Título
Caso
8
Canales de venta indirecta
AGEVI
9
Los errores más comunes
en la gestión de los equipos
comerciales
Conferencia coloquio
Lecturas
III. Comunicación en la era digital
10
Creando marca sin
inversión publicitaria
elBulli: el Sabor de la
Innovación (509S01)
Marketing Integrado
de Comunicación
(504S12) (*)
11
Se anunciará
12
SEO, Display y el “funnel”
de comunicación
BBVA Compass (511S13)
Estrategia y
generación de tráfico
en la web (MN-373)
SEO (MN-374)
SEM (MN-376)
Campañas de Display
(MN-378)
13
¿Se puede crear marca en
las redes sociales?
Coca-Cola España: Branding
2.0 (M-1269)
Social Media
Marketing (MN-381)
14
Estrategia de comunicación
Turrón de chocolate Suchard:
Hecho con tus sueños
15
Conferencia-Coloquio
IV. Sosteniendo el valor a través de la gestión de los clientes
16
Gestionando el valor
económico del cliente
Harrah’s Entertainment
17
Orientación al cliente
Starbucks: Delivering Service
Quality (9-503-S69)
6
*La gestión del valor del cliente (MN‐352) IESE Business School
Marketing, Planning & Implementation
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