Course code: 71834 | Subject title: Marketing | ||||
Credits: 3 | Type of subject: Mandatory | Year: 1 | Period: 2º S | ||
Department: Gestión de Empresas | |||||
Lecturers: | |||||
CEBOLLADA CALVO, JOSE JAVIER (Resp) [Mentoring ] | ARCE URRIZA, MARTA [Mentoring ] |
1.- Introduction and Objectives
The purpose of the course is to introduce the students to some of the hot topics in Marketing, following an economics and analytical perspective. For each topic, two levels of analysis will be covered: the practitioner level and the academic research level.
The first part will review areas such as international marketing and marketing metrics.
The second part will cover the following topics: Choice and Customer Lifetime Value segmentation and targeting; Academic research in marketing: some examples.
2.- Methods of teaching and course activities
To pursue the course objective most effectively, students will have to:
1. Study the assigned reading materials.
2. Prepare and discuss cases, readings, and exercises in class.
3.- Course outline, agenda and bibliography
Session 1. Introduction to Marketing. Choice based segmentation and targeting (I)
Basic reading
Additional readings
Session 2. Choice based segmentation and targeting (II)
Session 3. International Marketing
Reading List
Session 4. Marketing Metrics
Reading list
Session 5. Customer Lifetime Value(CLV) management (I)
Basic reading
Additional readings
Session 6. Customer Lifetime Value management (II)
Marketing, Choice models, Customer Lifetime Value, International Marketing, Marketing metrics.
1. Analyse business cases from a theoretical perspective with the aim of better understanding organisational behaviours.
2. Analyse the structure and evolution of output and input markets and the optimal firm behaviour.
3. Develop a critical and a constructive attitude to one's work and that of others.
4. Display knowledge of the economic and institutional environment in which the economic agents interact within, or through, economic organisations.
5. Explain and motivate the analyses, interpret the results and present all these clearly and concisely in English.
1. Master the technical and IT tools needed to carry out applied studies.
2. Distinguish the characteristics and relations of the different variables that condition corporate strategy.
3. Understand, analyse and solve complex problems related to the efficiency of organisations on the basis of broad knowledge of advanced tools for business economic analysis.
1. Assess the company's adaptation and optimal behaviour in these markets.
2. Design business policies aimed at improving competitive advantage.
3. Distinguish the different business strategies in real business operation.
4. Identify the different strategies driving organisational performance.
5. Study the competitive behaviour of companies in various contexts.
Activity | Hours | ECTS |
1- Lectures, discussions and case presentations | 18 | 0.72 |
2- Training and monitoring of work in progress and cases | 06 | 0.24 |
3- Reading related cases and articles and practical preparation and study | 18 | 0.72 |
Total | 42 | 1.68 |
Learning outcomes | Assessment tool | Weight (%) |
1, 2, 3, 4, 5 | Class assignments, class participation, and paper presentations | 40 |
1, 2, 3, 4, 5 | Final paper | 60 |
Introduction to Marketing.
· Course presentation
· Introduction to marketing.
International Marketing
Reading List
1. Holt, D.B., Quelch, J.A., Taylor, E.L. (2004): "How global brands compete". Harvard Business Review 82 (9), pp. 68-75 (*)
2. Stoian, M.C.; Rialp, A.; Rialp, J. (2012): "International Marketing Strategy and Export Performance in Spanish SMEs: a Contingency Approach". International Journal of Entrepreneurship and Small Business. Vol. 15, p. 213 " 236
CASE: Freixenet Multimedia Case
Session 2. Choice based segmentation and targeting
· The strategic marketing process: segmentation, targeting and positioning.
· Choice based segmentation and targeting.
· Choice models and Stata
· Officestar example
References
· Chicago Booth (2013) The Secrets of Shopping, Capital Ideas
· Chintagunta, P.K., Chu, J. y Cebollada, J. (2012), "Quantifying Transaction Costs in Online / Offline Grocery Channel Choice", Marketing Science, January/February, 31 (1): 96-114.
· Guadagni and Little, (1983) "A Logit Model of Brand Choice Calibrated on Scanner Data" Marketing Science, 2 (Summer), 203-238
· Lilien, Gary L. and Arvind Rangaswamy (2004) Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Trafford Publishing, Revised 2nd Edition
· Lilien, Gary L., Arvind Rangaswamy, and Arnaud De Bruyn (2007) Principles of Marketing Engineering, Trafford Publishing
· Lilien et al (2009) Choice Modeling: Marketing Engineering Technical Note
· Smith, M. D., & Brynjolfsson, E. (2001). Consumer decision"making at an Internet shopbot: Brand still matters. The Journal of Industrial Economics, 49(4), 541-558.
· Train, Kenneth, (2009) Discrete Choice Methods with Simulation, Cambridge University Press, 2nd Ed.
Session 3. Case ABB Electric
· Case ABB electric.
References
· Lilien, Gary L. and Arvind Rangaswamy (2004) Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Trafford Publishing, Revised 2nd Edition
Session 4. Marketing Metrics
Reading list
1. Donthu, N; Hershberger, EK; Osmonbekov, T (2005): Benchmarking marketing productivity using data envelopment analysis. Journal of Business Research, Vol. 58, Issue: 11, p. 1474-1482 (*)
2. Färe, R., Grosskopf, S., Seldon, B. and Tremblay, V. (2004). "Advertising efficiency and the choice of media mix: a case of beer". International Journal of Industrial Organization, 22: 503-522. (*)
3. Pergelova, A.; Prior, D.; Rialp, J. (2008): "Assessing Advertising efficiency: Does Internet play a role?" Academia, Revista Latinoamericana de Administración, 41, p.91 " 107 (*)
Session 5 and 6
· Customer Lifetime Value based segmentation and targeting
· Academic research in Marketing.
· Final paper details
References
· Gupta, S., Lehmann, D., & Ames Stuart, J. (2004). Valuing customers. Journal of Marketing Research, 7-18.
· Gupta, S., & Lehmann, D. R. (2003). Customers as assets. Journal of Interactive Marketing, 17(1), 9-24.
· Gupta, S., & Lehmann, D. R. (2005). Managing customers as investments. Wharton School Pub.
· Baerentzen, Andreas, (2006) Writing a Master" Thesis, unpublished document
· University of Southampton, Web study and research at the U. of Southampton, undated and unpublished document
Access the bibliography that your professor has requested from the Library.
See each session.