According to the statement of the Bachelor’s Degree in Business Administration and Management of the EHU/UPV-Álava Section, the course Marketing Management-Policies is a core subject taught in the second year, which is included within the module M02 of Business Fundamentals.



The subject is focused on the marketing and trade strategies introduction, to enable the students to point out policies as regards the marketing mix: Product, Pricing, Delivering and Communication. This subject, taught in the second semester, completes the knowledge and abilities acquired in the prior subject called Marketing Management-Introduction and paves the way to further skills related to the Minor in Marketing (third and fourth years): Trade Management and Delivering, Commercial Research, Commercial Communication, Business Simulation and International Marketing.

1- Analyze the problems of trade and marketing.

2- Outline the attributes and dimensions of products, and assess marketing strategies during the product-life circle.

3- Analyze the structure of a corporative products/services lines and understand the criteria for developing and launching new or modified products and so as for eliminate them.

4- Acquire skills for the pricing decision making process.

5- Understand the functioning of channels of delivering, and defining delivering strategies.

6- Understand the functioning of the communication making process, communication mix and most used strategies for corporate communication.

7- Be aware of the main critics about the impacts over consumers, firms and the society of decisions taken from marketing.

8- Analyze how firms may take advantage of using sustainable marketing.



TRANSVERSAL SKILLS (COMPETENCES):



1- Provide skills for searching and managing information:

Level 2: a certain degree of autonomy must be acquired

Indicators:

- Data and Information Searching: abilities to identify the main theme and to identify its ramifications. Also, to search information under the advised of the lecturer, accessing either throughout main and intermediate sources of information.

- Selection and assessment of the data collected: know how to identify fluently the information as its relation with the main theme of study and assess its relevancy and reliability.

- Organization and systematization of the information collected: to be able to select and synthesize information from different sources with critical capacity in order to pick out the most proper information according to its relevancy .



2- Get the ability to fluently written communication:

Level 2: skills to write proper and short academic papers

Indicators:

- Relate different items (data, opinions, etc.) in order to reach conclusions.

- Use several citations along the text.

- Set different points of discussion in a proper way, ordering the text using paragraphs and points.

- The written must be right. Technical vocabulary must be used in it. Ability to clarify mistaken concepts will be provided.

- Use of tables and graphics properly stated and referenced.

CONTENTS:

PART I: PRODUCT POLICY

CH.1: PRODUCT POLICY INTRODUCTION

CH.2: PRODUCT LIFE-CYCLE

CH.3: PRODUCT MIX

PART II: PRICING POLICY

CH.4: CORPORATIVE PRICING POLICY

PART III: DELIVERING POLICY

CH.5: CORPORATIVE DELIVERING POLICY

CH.6: MARKETING CHANNELS

PART IV: COMUNICATION POLICY

CH.7: COMMERCIAL COMUNICATION

PART V: NEW DEVELOPMENTS IN MARKETING

CH.8: SUSTAINABLE MARKETING, SOCIAL RESPONSIBILITY AND ETHICS

A mixture of teaching methodologies is scheduled, focused in the targets and skills above outlined:

- Lecture Class: teaching method in which concepts and different techniques will be provided to large groups.

- Classroom practice and seminars: focused in the described specific and transversal competences: research and written communication skills.



The face-to-face teaching system or the bimodal one will prevail, whenever the group size was greater than 50 students, or in the case that it is not possible for all the students to attend the classroom in person. If for health or academic reasons the classroom attendance is not allowed, it will be passed to online teaching / assessment



A set of evaluable exercises will be accomplished to complete the training period. This teaching method is applicable in small groups of a maximum of three students, since it allows greater interaction between the professors and

students. The work will be supervised by the Professor.

The works scheduled may be done either during the lecture classes or the practice classes or seminars according to the progress of the contents. They might be asked to be handed in at any time.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Multiple-Choice Test (%): 70
  • Team projects (problem solving, project design)) (%): 30

IN FIRST CALL:



The evaluation of this subject will be a weighted average distributed as follows: 70% of the grade can be obtained through a theoretical-practical multiple choice final test, and the rest 30% of the grade through the tasks proposed by the

professor in the so called Continuous Assessment (in and out of class tasks). The theoretical-practical exam, to be carried out at the end of the second semester and it will consist of a combination of one multiple choice type test (3 points, 30%), eliminatory, and a developmental exercise (4 points, 40%).



To pass the subject it will be necessary to obtain a minimum grade of 5 points and surpass minimum levels in each part, which are established as follows: 1,5 points (up to a total of 3) in the multiple choice final test; 2 points (up to a total of 4) in the development exercise; and 1,5 point (up to a total of 3) in the final essay or complementary tasks.



The tasks proposed for the continuous evaluation will be carried out in groups. They will represent 30% of the final grade of the subject and must consist of the carry out of a case-study paper about a real brand in which the particularities of the marketing policies of one firm would be explained: product, price, distribution and communication. Students, gathered in groups of 2 people, will have to present a work proposal for approval within the established deadlines, collecting information published by the company on its website, in the news, manuals, etc., or attain it directly from the company through interviews with the managers. Afterwards the paper must be submitted and presented in class.



These activities, besides of their contribution in the acquisition of the specific competences, will serve to work about and to evaluate the two transversal competences that are intended to be developed in the subject. In the case of the tasks to be carried out in group, a maximum of three components is established and the contribution of each of them to the presented work will be observed and evaluated, being able therefore to vary the score awarded in function of their performance. Therefore, through the activities carried out within the framework of continuous assessment, it will be important to demonstrate the contribution of each of the group members and to reflect the acquisition of the specific and the transversal competences of this subject.



Every paper must be unpublished and plagiarism will be especially penalized. The sources used in the elaboration of each paper should be recognized in the text. Any paper that reproduces more than two lines from other sources, without

quoting and recognizing the original source, will be rejected. Spelling mistakes may reduce the grade obtained. The points achieved through the practices, seminars and voluntary activities will be valid for both two calls of the academic course.



The students who desire to skip the continuous evaluation (as indicated in the Evaluation Regulations of the UPV/EHU) must submit a writing statement to the professor on or before the first 9 weeks from the beginning of the semester.



Students who undertake solely the final evaluation, after giving up the continuous assessment, must complete three parts during the exam: a test part (30% of the score), development exercises (40%) and the defense of an Individual paper (30%) of the same nature and content as those which will be performed as part of the continuous evaluation.



As regards the waiver of the call, as established in the Evaluation Rules:

1.- The renouncement of the call will suppose the qualification of not shown up.

2.- In the case of continuous evaluation, the students can resign the call on or before one month before the ending of the teaching period of the subject. This waiver must be applied it in writing to the professor responsible for the subject.

3.- In the final evaluation, those students who do not eventually take the exam will be automatically considered as renouncers of the call.

IN SECOND CALL:

The students are entitled to decide either to keep the grade acquired with the tasks carried out in the continuous evaluation or to take only the final exam that includes 100% of the subject. The exam, in this case, will consist of a test type exam (30% of the FINAL grade), development exercises (40%) and a short paper to evaluate the written communication competence (30%), which can be delivered on or before the exam’s date (no works will be accepted if submitted after the completion of the final theoretical-practical exam).

Power point slides

Basic bibliography

1- Required textbook:

KOTLER, P. & ARMSTRONG, G. (2012): PRINCIPLES OF MARKETING, 14th Edition, Pearson Prentice Hall. ISBN-13:

978-0-13-216712-3

Learning materials will be provided by the professor.

In-depth bibliography

In-depth bibliography
KOTLER, P. (2015): A FRAMEWORK FOR MARKETING MANAGEMENT, 15th Edition, Pearson Prentice Hall. ISBN-13:9780133871319
KOTLER, P. & KELLER, K. (2012): MARKETING MANAGEMENT, 14th Edition, Pearson Prentice Hall. ISBN-13: 978-0-13-210292-6

Journals

To be pointed out by the professor entitled of the subject.

Web addresses

Useful websites