Guía Docente Estrategia de Marketing / Marketing Strategy

Guía Docente
Estrategia de Marketing / Marketing Strategy
FICHA IDENTIFICATIVA
Datos de la Asignatura
Código
36266
Titulación
1313.- Grado en Administración y Dirección de
Empresas, Mención Creación y Dirección de Empresas,
Itinerario Emprendedores
Nombre
Marketing Strategy (Estrategias de Marketing)
Carácter
Formación Obligatoria
Ciclo
Grado
Curso
3º
Créditos ECTS
4.5
Materia
Estrategias de Marketing
Centro
Centro Universitario EDEM
Curso académico
2014 - 2015
Profesorado
Nombre
Departamento
GOMEZ FERRRANDIZ, FELIPE
43– Comercialización e
investigación de mercados
Horario de tutorías: bajo cita previa con profesor
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RESUMEN- SUMMARY
Marketing strategy is a compulsory subject of 4.5 ECTS credits, taught in
the first semester of the third year of the Degree in Business
Administration. It complements the other two core subjects assigned to the
area of knowledge of Marketing: Marketing (6-credit course in second year)
and Fundamentals of marketing research (4.5 credits in third year).
The content of the course offers the students a broad view on key business
strategies that companies apply to gain success in the markets in which
they operate. In the selection of topics for this subject the relationship with
other disciplines is also considered as Marketing Strategy receives
conceptual and methodological contributions from them, but these
contributions are always addressed from an eminently commercial view
here.
The proposed program for the course Marketing Strategy is divided into five
thematic sections which contain 10 topics:
Block 1. Introduction to Strategic Marketing (topics 1 & 2).
Block 2. Strategic analysis of the marketing environment (topics 3 & 4).
Block 3. Formulation of marketing strategies (topics 5,6,7,8 & 9).
Block 4. Implementation and control of the marketing strategy (topic 10).
The first section, "Introduction to Strategic Marketing", consists of two
topics. It discusses the concept of strategic marketing and contextualized it
in relation to the Resource based view theory, the dominant paradigm in
strategic research of the past two decades. There is also a special emphasis
on strategic marketing planning processes.
The second section, "Strategic Analysis of Marketing Environment", consists
of two topics and it is dedicated to the analysis of the marketing
environment in a broad sense. We will analyze the macroeconomic factors
which impact on the company markets and specially the competition. We
shall also explain how to analyze the company market to understand
current and future customer demands.
The third section is devoted to "Corporate Marketing Strategies and
Marketing mix Strategies." It offers a range of strategic options that allow
the company to achieve the desired position in the market. First, we study
segmentation and targeting in consumer markets and business markets.
Second, innovation and other collaborative strategies are explained as well
as competing through superior customer service. Third, we study corporate
social marketing strategies and other marketing strategies proposed for the
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21st century. The Marketing Mix Strategies section reviews the basis of the
marketing mix strategies. The extended marketing mix is also included to
integrate it in the current context where the service paradigm often
predominates.
The forth section is devoted to a more managerial perspective of the
Marketing function within the company
CONOCIMIENTOS PREVIOS – PRIOR KNOWLEDGE
Relación con otras asignaturas de la misma titulación/ Relationship
with other topics within the same Grade
This subject continues the compulsory subject called Marketing taught in
the second year, which is a first approach to the marketing function in the
company and in which key concepts are emphasized. This subject of
Marketing Strategy puts emphasis on corporate marketing strategies, i.e.
business strategies across the organization, through which organizations
can achieve a sustainable competitive advantage in the market, offering
superior value to customers in order to gain their loyalty over the medium
and long term. However, and because it is one of the last subjects of
marketing in the degree, the program briefly includes the main operational
marketing strategies studied previously.
Otros tipos de requisitos/ Other requirements
Not defined.
COMPETENCIAS- COMPETENCES
BÁSICAS/ BASICS:











GI.1 - Analysis and synthesis
GI.2 - Organization and planning
GI.6 – Analysis and search of information from various sources
GI.8 - Decision making
GP.1 – Teamwork
GP.3 – Critic and auto critic thinking
GS.1 - Self study
GS.2 – Adaptation
GS.3 – Creativity
GS.5 – Initiative and entrepreneurial character
GS.8 - Coordination
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ESPECÍFICAS / SPECIFIS:

EG.3 - Ability to analyze and understand dynamics behind the
market, competence, consumers and shoppers, by means of the
available information and all information that could be gathered from
any available source, and to be able to organize, control and manage
the resources and sales capacities to match the company offer and
communication messages to the customer needs that are targeted.

EA.2 – Understand the key elements in a market and the implications
behind its structures.

EA.4 - To know who to run strategic diagnosis in complex and
uncertain contexts, using suitable methodology to solve the
challenge.

EA.7 – To know the main technics, methods and tools to analysis
individuals behavior.

EA.29 – To know how to set up goal and strategies at different levels
of the organization and to be able to asses the consequent
implications and needs.

EA.57 – To know the marketing role within the business organization

EA.58 - To be able to identify the external client the organization is
aiming.

EA.59 - To be able to identify the needs of different customers

EA.60 - To know the main elements that explain differences in the
consumer behavior

EA.61 - To know how to influence the main elements in the shopping
behavior

EA.62 - To be capable to develop processes and tools to collect
information needed in the marketing function and knowing the main
analysis methods

EA.63 – To be capable to develop product and services from the
perspective of consumer needs.

EA.67 – To be capable to develop a marketing plan at strategic and
operational level.
RESULTADOS DEL APRENDIZAJE
Upon completion of this course, students will be able to:


To know how to approach a strategic marketing plan covering all phases
of planning, execution and control, raise it both in writing and orally,
suitably in the form and content.
To enable the student to analyze the macro environment and micro
environment of business from a broad strategic business vision.
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

To understand the strategic marketing options for the organization and
to know how to make decisions to choose and implement the most
appropriate option to a particular business situation and to the business’
goals, according to the environment and the market in which the
company operates.
To know how to approach major decisions to be made on the different
variables of the marketing mix (product, price, distribution and
promotion) and their interrelationships.
DESCRIPCION DE CONTENIDOS / COURSE CONTENT DETAIL
BLOCK 1. INTRODUCTION TO STRATEGIC MARKETING
1.
Topic 1. Market-led Strategic Management (Hooley, Piercy and
Nicoulaud, 2012, chapter 1 &11)
1.1.
The marketing concept and market orientation
1.2.
The resource-based view of marketing
1.3.
Creating sustainable competitive advantage
1.4.
The role of marketing in leading strategic management
2.
Topic 2. Strategic marketing planning (Hooley, Piercy and Nicoulaud,
2012, chapter 2)
2.1. Defining the business purpose or mission
2.2. The marketing strategy process
2.3. Establishing the core strategy
2.4.
Creation
of
the
competitive
positioning
BLOCK 2. STRATEGIC ANALYSIS OF THE MARKETING ENVIRONMENT
3.
Topic 3. The changing market environment and competition (Hooley,
Piercy and Nicoulaud, 2012, chapters 3 & 5)
3.1. A framework for macro-environmental analysis
3.2. New strategies for changing macro-environments
3.3. The dimensions of competitor analysis
3.4. Competitive strategies
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4.
Topic 4. Customer analysis (Hooley, Piercy and Nicoulaud, 2012,
chapter 4)
4.1.
What we need to know about customers
4.2.
The marketing research process
4.3.
Organising customer information
BLOCK 3. STRATEGIES
5.
Topic 5. Segmentation and Targeting Strategies (Hooley, Piercy and
Nicoulaud, 2012, chapter 8 & 10)
5.1.
The underlying premises of market segmentation
5.2.
Segmenting consumer markets
5.3.
Segmenting business markets
5.4.
Alternative targeting strategies
6.
Topic 6. Corporate social responsibility Strategy and twenty-first
century marketing (Hooley, Piercy and Nicoulaud, 2012, chapters 18 & 19)
6.1.
Marketing strategy and corporate social responsibility
6.2.
Fundamentals of strategy in a changing world
6.3.
Competitive positioning strategies
7.
Topic 7. Competing Strategies: through innovation, networks and
alliances (Hooley, Piercy and Nicoulaud, 2012, chapters 13 & 16)
7.1.
Innovation strategy
7.2.
New products
7.3.
Planning for new products
7.4.
Strategic alliances as a competitive force
8.
Topic 8. Competing Strategies: through superior service and
customer relationships (Hooley, Piercy and Nicoulaud, 2012, chapter 14)
8.1. The goods and service spectrum
8.2. Service and competitive positioning. Relationship marketing
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8.3 The three S’s of customer service. CRM
8.4. Measuring and monitoring customer satisfaction
9.
Topic 6. Competing through the new marketing mix strategies
(Hooley, Piercy and Nicoulaud, 2012, chapter 12)
9.1.
The market offer
9.2.
Pricing strategies
9.3.
Communication strategies
9.4.
Distribution strategies
9.5.
The extended marketing mix
BLOCK 4. IMPLEMENTING AND CONTROL
10.
Topic 10. Strategy implementation and internal marketing (Hooley,
Piercy and Nicoulaud, 2012, chapter 17)
10.1. The strategy implementation challenge in marketing
10.2. The development and scope of internal marketing
10.3. Planning for internal marketing
10.4. Marketing control
VOLUMEN DE TRABAJO/ WORKLOAD
ACTIVITIES WITH ATTENDANCE
REQUIRED
Lectures
Complementary activities
Practical sessions
Exams
Total Activities With Attendance
HOURS
ACTIVITIES WITH NO ATTENDANCE
HOURS
Group assignment preparation
Self study
Complementary readings and cases
Total Activities With No-Attendance
20.0
30.0
17.5
64.5
TOTAL
Estrategias de Marketing
60.0
5.0
10.0
3.0
48.0
112.5
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CRONOGRAMA / TIMELINE
The course will use the detailed planing bellow as a guide:
Subject / Practice
Introduction (1h)
Subject 1 (3h)
Subject 2 (3h)
Practice 1 (1h)
Subject 3 (3h)
Practice 2(1h)
Subject 4 (3h)
Practice 3 (1h)
Subject 5 (3h)
Practice 4 (1h)
Subject 6 (3h)
Practice 5 (1h)
Subject 7 (3h)
Practice 6 (1h)
Subject 8 (3h)
Practice 7 (1h)
Subject 9 (3h)
Practice 8 (1h)
Subject 10 (3h)
Practice 9 (1h)
Visit to companies (5h)
Final Test (3h)
Session
Sessions 1&2
Dates
(Week)
8/9
Sessions 3&4
15/9
Sessions 5&6
22/9
Sessions 7&8
29/9
Sessions 9&10
6/10
Sessions 11&12
13/10
Sessions 13&14
20/10
Sessions 15&16
27/10
Sessions 17&18
3/11
Sessions 19&20
10/11
Session 21&22
TBC
2/1010/1017/10
24/11
Session 23
METODOLOGIA DOCENTE / TEACHING METHODOLOGY
According to the core competences to be developed, the following
methodologies will be used along the course:





Class presentations of technical concepts – as detailed in the TIMELINE,
it is recommended to review the corresponding book chapter prior each
session.
Exercise resolution – the practical sessions will use book exercises and
cases.
Student presentations – some exercises will be requested and students
will have to present them to the rest of the class.
Case method
Videos
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EVALUACIÓN/ STUDENT ASSESMENT
The course will be graded according to the following scheme:
CONTINUOUS EVALUATION (40%)


Class Participation (20%)
Attendance and participation is essential and all students are
expected to participate. Intelligent and relevant discussions are
expected of each student and it is an important part of the general
evaluation of the course. Among other skills, class participation is
very important to develop the ability to express and defend one’s
ideas.
Homework (20%)
The assignments will be split among the different groups in the
different sessions in order to covered all the cases and exercises. The
assignments will be due before the start of each session. An exercise
team schedule will be provided during the first week of class.
EXAMS (60%)
 A Final Exam will be conducted at the end of the program. Only
chapters of the book and concepts which have already been covered
will be subject to quizzes.
In order to pass the course, the student must obtain at least 5
points out of 10 in the exam. Final grade will be a weighted average
of exam and continuous evaluation and must be greater than 5.
Continuous
evaluation
will
require
class
attendance
and
participation.
CLASS ATTENDANCE
Class attendance is compulsory for the appropriate understanding
of the course. Unjustified absences above 10% of the total number
of sessions and in any case a total number of absences above 20%
will imply that the student will not obtain any grade for the
continuous evaluation process. As a consequence, the final grade
will be calculated applying 60% over the exam grades.
SECOND EXAMINATION SESSION NOTICE
Students failing in first examination session will have a second examination
date. Continuous evaluation (40% of total grade) requires attendance and
participation and therefore will not be recoverable. As a consequence,
the student will maintain the grade received in first examination session.
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EVALUATION SYSTEM SUMMARY
Exams (6 points)
Theory test.
Practice test.
Continuous Evaluation (4 points)
5 points
1 point
Marketing Plan Sections: class attendance, level of 2 points
participation and report delivery.
4 Mini Business Cases and book discussions: class 2 points
attendance, level of participation and report delivery
REFERENCIAS- REFERENCES
Required Textbook:
Hooley, G., Piercy, N.F. and Nicoulaud, B. (2012): Marketing strategy
& competitive positioning. 5th edition. Ed.Prentice Hall.
Additional references:
Aaker, D.A. (2005): Strategic Market Management. Editorial John
Wiley & Sons, Inc. 7ª edición.
Cravens, D.W. y Piercy, N. F. (2007): Marketing estratégico. 8ª
edición. Editorial McGraw Hill.
Godin, Seth (2012) “Purple Cow: Transform Your Business by
Being Remarkable” eBook Kindle
Kerin, R.A. and Peterosn, R.A. (2010): Strategic marketing problems.
Cases and comments. 12th edition. Editorial Prentice Hall.
Kotler, P.; Keller, K.L. (2012): Marketing Management 14th Edition,
Pearson Prentice Hall.
Munuera Alemán, J.L. y Rodríguez Escudero, A.I. (2009): Casos de
marketing estratégico en las organizaciones. Editorial ESIC. Madrid.
Munuera Alemán, J.L. y Rodríguez Escudero, A.I. (2012): Estrategias
de marketing. Un enfoque basado en el proceso de dirección. Editorial ESIC.
Madrid. 2ª edición.
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