MARKETING 2012- 1

MARKETING 2012 -1

National University of San Marcos

(University of Peru, dean of America)

FACULTY OF ENGINEERING AND COMPUTER SYSTEMS

Professional Academic School of Systems Engineering

SYLLABUS (click by download)

GENERAL SPECIFICATIONS

Subject:	Marketing.
Code:	209004
Condition:	Required
Duration:	17 weeks
Prerequisite:	206005
Weekly hours:	Theory - 3 hours
Credits:	3
Semester:	2012-I
Teachers:	Hugo Vega Huerta (Coordinator)

SUMMARY

The course explains the theoretical principles, techniques and management tools suitable for analyzing the supply and market demand



GENERAL PURPOSE

Preparing the student to make use of marketing strategies and have a view of the market
from the perspective of leadership and competitiveness.


SPECIFIC OBJECTIVES

Upon completion, students will be able to:

1. Understand that this is the Marketing and utility

2. Apply the appropriate rate for each company Marketing

3. Design and develop new products.

4. Conduct analysis of market needs

ANALYTICAL CONTENTS FOR WEEKS

Week 1: THE MARKETING IN A CHANGING WORLD What is the marketing address marketing. marketing management philosophies Marketing Challenges Social Critique of the marketing
Week 2: STRATEGIC PLANNING AND MARKETING PROCESS Definition of strategic planning Designing the business portfolio The marketing process Managing the marketing efforts	Course Project
Week 3: MARKETING IN THE AGE OF THE INTERNET Major forces shaping the Internet age Marketing strategies in the new era of Internet domains of electronic commerce Implementation of e-commerce The promise and challenges of electronic commerce	Marketing Data Model
Week 4: THE ENVIRONMENT OF MARKETING The microenvironment of the company The company macroenvironment How to respond to the marketing environment
Week 5: MARKET RESEARCH AND INFORMATION SYSTEMS  Development marketing information Analysis of marketing information Distribution and use of marketing information Research international markets.
Week 6: CONSUMER MARKETS AND INDUSTRIAL BUYERS consumer behavior models end Characteristics affecting consumer behavior end The buyer decision process Industrial Markets Performance of industrial buyers
Week 7: ANALYSIS OF NEEDS THROUGH SEGMENTATION Market Segmentation Selection of target market Positioning and Differentiation
Week 8: PARTIAL EXAM
Week 9: STRATEGY OF PRODUCTS AND SERVICES What is your product? Product RatingsDecisions individual productDecisions product lines Decisions product mixture Marketing Services International marketing of products and services
Week 10: DEVELOPMENT OF NEW PRODUCTS AND STRATEGIES OF THE LIFE CYCLE OF PRODUCTS Strategy for the development of new products Strategies Product Life Cycle
Week 11: PRICING STRATEGIES Factors to consider when setting prices General approaches on pricing Strategic pricing of new products pricing strategies of a mixture of products price adjustment strategy
12 th Week: CHANNELS OF DISTRIBUTION, DISTRIBUTION LOGISTICS The nature of the distribution channels channel behavior and organization Decision on the channel design Decisions on channel management Public Policy and allocation decisions Marketing and Logistics Management supply chain
Week 13: RETAIL AND WHOLESALE Types of retailers Marketing Decisions retailers The future of retail Types of wholesalers Decisions on wholesale marketing Trends in wholesale
Week 14: ADVERTISING, SALES PROMOTION AND PUBLIC RELATIONS The marketing communication mix Integrated Marketing Communications Establish the total communications mix Advertisement Sales Promotion Public Relations	Obrajillo Travel Obrajillo FODA
Week 15: SALES AND MARKETING DIRECT PERSONAL Personal Selling Managing the sales force The personal selling process Direct Marketing	Obrajillo Video
16 th Week: Final Exam
17 th week:  REPLACEMENT EXAM

  METHODOLOGY

The theoretical concepts will be taught by the teacher, together with the material reading on the scope of case studies and demonstration, they will be reading compulsory for students and will then be debated and discussed in class.

They will encourage the active participation of students by working groups perform field work for purposes of direct links with enterprises our environment.

EVALUATION

PF	= ( EP + EF + TR ) / 3
PF	= Promedio Final
EP	= Examen Parcial
EF	= Examen Final
TR	= Trabajos y Exposiciones

BIBLIOGRAPHY

- Philip Kotler, "Fundamentos del Marketing"

- Pedro Barrientos, "El Plan del Marketing"

- David Mayorga, "Marketing Estratégico en la Empresa Peruana"

- Hugo Vega, "Alianzas Estratégicas en un Mercado Globalizado"