Educational guide
IDENTIFYING DATA 2020_21
Subject PRODUCT MARKETING AND PRICING Code 00511024
Study programme
0511 - G.MARKETING E INVESTIGACIÓN DE MERCADOS
Descriptors Credit. Type Year Period
6 Compulsory Third First
Language
Castellano
Prerequisites
Department DIREC.Y ECONOMIA DE LA EMPRESA
Coordinador
VÁZQUEZ BURGUETE , JOSÉ LUIS
E-mail jlvazb@unileon.es
pgutr@unileon.es
Lecturers
GUTIÉRREZ RODRÍGUEZ , PABLO
VÁZQUEZ BURGUETE , JOSÉ LUIS
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
Tribunal titular
Cargo Departamento Profesor
Presidente DIREC.Y ECONOMIA DE LA EMPRESA CERVANTES BLANCO , MIGUEL FRANCISCO
Secretario DIREC.Y ECONOMIA DE LA EMPRESA GONZALEZ FERNANDEZ , ANA MARIA
Vocal DIREC.Y ECONOMIA DE LA EMPRESA LANERO CARRIZO , ANA
Tribunal suplente
Cargo Departamento Profesor
Presidente DIREC.Y ECONOMIA DE LA EMPRESA SULE ALONSO , MARIA ARANZAZU
Secretario DIREC.Y ECONOMIA DE LA EMPRESA MUÑIZ MARTINEZ , NORBERTO
Vocal DIREC.Y ECONOMIA DE LA EMPRESA RODRIGUEZ SANTOS , MARIA DEL CARMEN

Competencias
Code  
B5094
B5095
B5098
B5103
B5105
B5107

Learning aims
Competences
B5105
B5107
B5095
B5098
B5103
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
Methodologies   ::  
  Description
Lecture

Personalized attention
 
Description

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
PRINCIPLES OF MARKETING / 00511002