Marketing Management


A. Knowledge and Understanding:
 • Ability to define and analyze typical problems faced by marketing managers.
 • Knowledge and understanding of a variety of basic concepts of marketing management.
 • Clear understanding of appropriate and inappropriate marketing practices.
B. Subject-Specific Skills:
 • Ability to analyze customers and competitive behavior.
 • Ability to apply a set of advanced quantitative methods and techniques in marketing.
 • Perform an in-depth analysis of marketing cases and provide a set of comprehensive and consistent recommendations.
 • Ability to trade-off marketing goals at different time frames.
C. General Skills:
 • To refine your ability to express and defend marketing decisions orally and in writing.
 • To provide the students with the experience of working within a group when analyzing compelling and complex marketing problems.

General characterization





Responsible teacher

Jorge Manuel Naves Velosa


Weekly - Available soon

Total - Available soon

Teaching language





1. Phillip Kotler and Kevin Keller, Marketing Management, Englewood Cliffs, NJ: Prentice Hall 1. Note on Low Tech Marketing
Math (HBSP 599011-PDF-ENG) 2. Framework for Marketing Strategy Formation (HBSP 8153-PDF-ENG) 3. Marketing Myopia
(HBSP R0407L-PDF-ENG) 4. Creating Customer Value (HBSP 8176-PDF-ENG) 5. Consumer Behavior and the Buying Process
(HBSP 8167-PDF-ENG) 6. Market Size and Market Share Analysis (HBSP 510081-PDF-ENG) 7. Marketing Research (HBSP
592013-PDF-ENG) 8. Segmentation and Targeting (HBSP 8219-PDF-ENG) 9. Brand Positioning (HBSP 8197-HTM-ENG) 10.
Pricing Strategy (HBSP 8203-PDF-ENG) 11. Developing and Managing Channels of Distribution (HBSP 8149-PDF-ENG)
Marketing Cases

Teaching method

Case method. Class discussions. Lectures. In-class exercises: i) computer simulation - positioning game and ii) sales
process case. Guest speaker on advertising strategy.

Evaluation method

Class Assignments (25%); Class Participation (15%); Group Project (25%); Exam (35%)

Subject matter

General topics covered in the course: Consumer Behavior Segmentation Targeting Positioning Company Analysis (SWOT)
Strategy Business Models CRM Competition Marketing Research Pricing Strategy New products Product Life Cycle Brand
Management Distribution Strategy and Channel Management Integrated Marketing Communication Global Marketing
Marketing Ethics Marketing in Downturns.


Programs where the course is taught: