Educational guide | ||||||||||||||||||||||||||||||||||||||||
IDENTIFYING DATA | 2020_21 | |||||||||||||||||||||||||||||||||||||||
Subject | PRODUCT MARKETING AND PRICING | Code | 00511024 | |||||||||||||||||||||||||||||||||||||
Study programme |
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Descriptors | Credit. | Type | Year | Period | ||||||||||||||||||||||||||||||||||||
6 | Compulsory | Third | First |
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Language |
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Prerequisites | ||||||||||||||||||||||||||||||||||||||||
Department | DIREC.Y ECONOMIA DE LA EMPRESA |
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Coordinador |
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jlvazb@unileon.es pgutr@unileon.es |
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Lecturers |
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Web | http:// | |||||||||||||||||||||||||||||||||||||||
General description | This subject aims to go further on the knowledge of the role of the product and the price as marketing strategic variables as well as a part of the organizational strategy in general from a theoretical and a practical view | |||||||||||||||||||||||||||||||||||||||
Tribunales de Revisión |
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Competencias |
Code | |
B5094 | |
B5095 | |
B5098 | |
B5103 | |
B5105 | |
B5107 |
Learning aims |
Competences | |||
B5105 |
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B5107 |
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B5095 B5098 B5103 |
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B5094 |
Contents |
Topic | Sub-topic |
PRODUCT POLICY | UNIT 1. FUNDAMENTAL STRATEGIES IN PRODUCT POLICY 1.1. The product as a strategic marketing variable. 1.2. Decisions and strategies on identification, differentiation and protection. 1.3. Analysis and strategies regarding the product portfolio. 1.4. Product positioning. UNIT 2. THE NEW PRODUCT DEVELOPMENT PROCESS (I) 2.1. The new product development process: concept and phases. 2.2. The interaction between marketing and R+D+i in the new product development process. 2.3. Sources of ideas for new products. 2.4. Techniques for generating ideas for new products. UNIT 3. THE NEW PRODUCT DEVELOPMENT PROCESS (II) 3.1. Evaluation and selection of ideas for new products. 3.2. Concept development and testing. 3.3. Design of the marketing strategy and economic analysis. 3.4. Product development. UNIT 4. THE NEW PRODUCT DEVELOPMENT PROCESS (III) 4.1. Product testing. 4.2. Market testing. 4.3. Product launch and commercialization. 4.4. Control and evaluation a posteriori. UNIT 5. THE NEW PRODUCT DIFFUSION AND ADOPTION 5.1. The new product diffusion and adoption processes. 5.2. The new product diffusion and adoption models. 5.3. Factors of success and failure in product launch. 5.4. Social responsibility as an attribute and social responsibility as a product. |
PRICING POLICY | UNIT 6. COST-BASED PRICING 6.1. The price as a strategic marketing variable. 6.2. Types of costs. 6.3. Methods and internal prices based on costs. 6.4. The price and the condition for profit maximizing. 6.5. New systems for calculating costs and their impact on pricing. UNIT 7. DEMAND-BASED PRICING 7.1. The demand and its importance in pricing. 7.2. Estimation of possible demands at different prices. 7.3. Fixation and types of prices based on demand. UNIT 8. COMPETITOR-BASED PRICING 8.1. The competition and its importance in pricing. 8.2. Prices based on competitors. 8.3. Modification of prices. 8.4. Reactions and adaptations to price changes. UNIT 9. PRICES AND MARKETING MIX 9.1. Segmentation and pricing. 9.2. Pricing along the product life cycle. 9.3. Prices and the communication impact. 9.4. Strategies for the retail channel. 9.5. The case of international trade. UNIT 10. PRICING STRATEGIES 10.1. Differential pricing strategies. 10.2. Competitive pricing strategies. 10.3. Psychological pricing strategies. 10.4. Pricing strategies for product lines. 10.5. Pricing strategies for new products. 10.6. Big data and pricing strategy. |
Planning |
Methodologies :: Tests | |||||||||
Class hours | Hours outside the classroom | Total hours | |||||||
40 | 40 | 80 | |||||||
10 | 30 | 40 | |||||||
0 | 20 | 20 | |||||||
Lecture | 0 | 0 | 0 | ||||||
6 | 0 | 6 | |||||||
Mixed tests | 4 | 0 | 4 | ||||||
(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. |
Methodologies |
Description | |
Lecture |
Personalized attention |
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Assessment |
Description | Qualification | ||
Supondrá el 20% de la calificación de la asignatura. | |||
Mixed tests | Supondrá el 50% de la calificación de la asignatura. | ||
Other comments and second call | |||
ADDENDUM |
Contingency plan due to COVID-19 emergency conditions that prevents from presence based teaching |
COVID-19 Teaching Guide Addendum Access Link |
Sources of information |
Access to Recommended Bibliography in the Catalog ULE |
Basic |
Mootee, I (2014), Design thinking para la innovación estratégica : lo que no te pueden enseñar en las escuelas de negocios ni en las de diseño, Empresa Activa, Madrid Díez de Castro EC, Rosa Díaz IM (2008, 5ª ed.), Gestión de precios, ESIC, Madrid Bello Acebrón L, Vázquez Casielles R, Trespalacios Gutiérrez JA (1997, 2ª ed.), Investigación de mercados y estrategia de marketing, Civitas, Madrid De Jaime Eslava J (2012, 3ª ed.), Pricing: nuevas estrategias de precios, ESIC, Madrid |
Complementary |
Simon H, Bilstein FF, Luby F (2007), La gestión orientada al margen comercial, Deusto, Barcelona Santesmases Mestre M (2012, 6ª ed.), Marketing. Conceptos y estrategias, Pirámide, Madrid |
Recommendations |
Subjects that it is recommended to have taken before | ||
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