CAPACITACION IN COMPANY - Marketing Course for non-specialists

Curso dictado en inglés (Course lectured in english)

CONTENTS

Marketing introduction

Prior reading

• “Marketing Myopia” Theodore Levitt –Harvard Business Review–
• “Marketing is everything” Regis McKenna –Harvard Business Review–

Contents

• What is marketing?
• Basic concepts
• How to avoid Marketing myopia
• Marketing as a philosophy instead of a function in the organigram

Cases & Exercises

• “Marketing Re-Vision”

Product

Contents

• Product concept: ¿link or end?
• The elements of a Product
• Packaging importance
• Product-line’s decision
• Product’s attributes and characteristics
• Innovation and development of Products

Cases & Exercises

• “Product portfolio”
• “Matrix of Ansoff application”
• “Development of Product idea”

Brand

Prior reading

• “Brand extensions: The good, the bad, and the ugly” David Aacker –Sloan Management Review–

Contents

• Brand vs. Product
• Basic characteristics of Brand concept
• Brand architecture
• Brand strategies
• Brand Equity

Cases & Exercises

•  “How to use a brand”

Consumer behavior

Prior reading

• “Buy’s decision process” – Todd Gurley, Spencer Lin & Steve Ballou –Gestión–
• “Spark innovation through empathic design” Doroty Leonard & Jeffrey F. Rayport –Harvard Business Review–

Contents

• Needs, desire and demand
• Cultural, social and personal characteristics of consumer
• Purchase analysis
• Consumer trends
• Influences over buy’s decision process
• Purchase’s decision roles
• Market Research

Cases & Exercises

• “How to use influences”
• “How to detect different roles”
• “Market Research techniques”

Segmentation, Targeting y Positioning

Prior reading

• “Segmentation myth” Ned Anschuetz –Gestión–

Contents

• Do everything for everyone?: the everything and parties
• Different points of view about Segmentation
• Targeting process
• Geographic, demographic and psychographic areas
• Positioning concept
• Traditional Positioning vs. Brand Positioning Statement (BPS)
• BPS’ advantages

Cases & Exercises

• “Complete Segmentation Process”
• “A Brand Positioning Statement development”

Pricing

Prior reading

• “Why your price band is wider than it should be?” K. K. S. Davey, Andy Childs & Stephen J. Carlotti –The McKinsey Quarterly–
• “Con la mira en la rentabilidad” Thomas Nagle –Gestión–

Contents

• Importance of Value over Price concept
• Approaches to Price fixing
• Methods of Price
• Pricing: Tactic and strategy
• Price, segmentation and positioning trama

Cases & Exercises

• Pricing criteria
• Examples of price’s strategies and tactics

Distribution

Prior reading

• "Rethinking Distribution: Adaptive channels" James a. Narus & James C. Anderson -Harvard Business Review -

Contents

• Functions of the Distribution
• Concept of Distribution Channels
• Developments of Distribution
• Power of the Brand vs. power of the Channel
• Conflicts between Channels
• Distribution types

Cases & Exercises

• "How to distribute a product  taking into account price´s margins

Sales Force

Prior reading

• “Breadth of a selesman” John R. DeVincentis & Neil Rackham –The McKinsey Quarterly–

Contents

• Sales´ Manifesto
• Evolution of the functions of the seller.
• Redefining sales role
• Design of Sale Force: Selection, Training, Remuneration & Motivation.
• Management of Sales Forces
• Different types of Sales Forces
• From Selling to Negotiation

Cases & Exercises

• “Seller Profile Analysis"
• "Negotiation tools"

Promotion

Contents

• Objectives of Sales Promotion
• Promotion techniches
• Brief for Promotions
• Measurement of Promotion Effectiveness

Cases & Exercises

• "Development of a Promotion Brief"

Advertising

Prior reading

• "Building" brands without using mass media" Eric Joachimsthaler & David a. Acker -Management -

Contents

• Key factors of the Advertising
• Strategic Advertising
• Development of the Copy Strategy
• Advertising’s Brief
• Assessment of the the agency creative presentation

Cases & Exercises

• "Preparation of a" Copy Strategy"
• "Method for evaluate ads”

BIBLIOGRAPHY

Introduction to Marketing

• "Marketing in the twenty-first century" Philip Kotler - Chapter 1 "Marketing Management" Millennium Edition
• "Introduction to Marketing" Miguel Santesmases Mestre - Chapter 1 "Marketing: Concepts and Strategies"

Product & Brand

• "Management of product lines and packaging" Philip Kotler - Chapter 17 "Marketing Management" (Eighth edition)
• "Decisions on Product (I): concept product and brand" Miguel Santesmases Mestre -Chapter 9 "Marketing: Concepts and Strategies"
• "Decisions on Product (II): development and evolution of the product" Miguel Santesmases Mestre - Chapter 10 "Marketing: Concepts and Strategies"

Consumer behavior

• "Analysis of the markets consumption and the conduct of the buyer" Philip Kotler - Chapter 7 "Marketing Management" (Eighth edition)
• "Behavior of the consumer" Miguel Santesmases Mestre - Chapter 6 " Marketing: Concepts and Strategies"

Market Research

• "Systems of Marketing information and Market Research" Philip Kotler -Chapter 5 "Marketing Management" (Eighth edition)
• "The system of "information and commercial research" Miguel Santesmases Mestre - Chapter 8 "Marketing: Concepts and Strategies"

Segmentation, Targeting and Positioning

• "Identification of market segments and target selection" Philip Kotler -Chapter 11 "Marketing Management" (Eighth edition)
• "Differentiation and positioning" Philip Kotler - Chapter 12 "Marketing Management" (Eighth edition)
• "Segmentation of the market" Miguel Santesmases Mestre - Chapter 5 "Marketing: Concepts and Strategies"

Pricing

• "Design of the strategies and programms for pricing" Philip Kotler - Chapter 19 "Marketing Management" (Eighth edition)
• "Decisions on Price" Miguel Santesmases Mestre - Chapter 11 "Marketing: Concepts and Strategies"

Distribution

• "Selection and management marketing channel" Philip Kotler - Chapter 20 "Marketing Management" (Eighth edition)
• "Management of marketing channels" Philip Kotler - Chapter 16 "Marketing Management" (Millennium Edition)
• "Decisions on Distribution" Miguel Santesmases Mestre - Chapters 12 to 14 "Marketing: Concepts and Strategies"

Sales Force

• "Management of sales retail, wholesale and physical distribution systems" Philip Kotler -Chapter 21 "Marketing Management" (Eighth edition)
• "Management of Sales force" Philip Kotler - Chapter 25 "Marketing Management" (8th Edition) -
• "Decisions on Promotion/Communication (I): Personal Selling and Direct Marketing" Miguel Santesmases Mestre - Chapter 15 "Marketing: Concepts and Strategies"

Communication: Sales Promotion & Advertising

• "Strategies of communication and promotion mix" Philip Kotler -Chapter 22 "Marketing Management" (Eighth edition)
• "Management of "integrated marketing communications" Philip Kotler - Chapter 18 "Marketing Management" (Millennium Edition)
• "Design of Direct Marketing, PR and Sales Promotion" Philip Kotler - Chapter 24 "Marketing Management" (Eighth edition)
• "Management of advertising, Sales Promotion and PR" Philip Kotler -Chapter 19 "Marketing Management" (Millennium Edition)
• "Decisions on" Promotion/Communication (II): Advertising, Public Relations and Sales Promotion" Miguel Santesmases Mestre - Chapter 16 "Marketing: Concepts and Strategies"
• "Designing of Advertising effective programmes" Philip Kotler - Chapter 23 "Marketing Management" (Eighth edition)