Instituto Universitario

de Investigación en
Estudios Norteamericanos

“Benjamin Franklin”

PRINCIPLES OF MARKETING

PROFESSOR

EMAIL

SCHEDULE

CLASSROOM TBA

TUTORIALS For meetings please send me an email so we can set a time, or after
class.

COURSE DESCRIPTION AND OBJECTIVES

This course will be organized in 4 modules that will introduce you to the field
of marketing. Specifically, the course objectives are:

Module 1: Marketing basics

As an introduction for the whole course this module tries to show the
importance of marketing in the corporations’ context, presenting the
core elements of a successful marketing strategy, and bringing in other
elements that have to be taken into consideration in order to sharpen
the corporation positioning.

Module 2: Marketing research

Marketing research being the base of an effective marketing strategy,
students will be taught about the importance of building up a solid
segmentation aligned with the corporation goals and its importance in

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 the short and mid-term strategy, the marketing plan.

Module 3: Value proposition

Students will be introduced to the concept of the value proposition and
its main five elements.

Module 4: New technologies and the social media

This module will approach corporations’ digital opportunities from the
marketing perspective and how they are called to make the most of
them.

Competencies 1. know and use basic concepts about general marketing, marketing
research, value proposition and modern uses of marketing
Competencies 2. Learn different methodologies to develop valuable market and
customer segmentations
Competencies 3. Understand the scope of a marketing plan and the different tools
and channels used to build it in real organizations
Competencies 4. Analyze and understand the marketing needs and problematic of
current organizations
Competencies 5. Develop and implement the concept of the value proposition
Competencies 6. Learn how to apply problem solving rationale to the proposed
study cases in order to get to valuable marketing solutions

METODOLOGY
There will be different methodologies used in the course which will help
students develop the above mentioned competencies;
 Theoretical classes which will include different explanations of concepts,
ideas and theories related to marketing. Students should listen actively
trying to understand the ideas presented, and they take structured
notes. (competencies 1, competencies 2, competencies 3)
 Different tests and exercises to make students reflect about their own
ideas and learning. (competencies 3, competencies 4)
 Case studies that will help students work in teams and individually.
(competencies 5)
 Write a corporate report about the commercial situation of the
proposed company and create a marketing plan based on commercial
and marketing initiatives as a solution for the exposed commercial

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 situation. The report should include the following aspects:
1) AS IS situation: complete analysis of the case study company
around its commercial situation
2) Initiatives plan: including an explanation about the need of a
customer segmentation and a new value proposition
 Oral presentation in groups about the complete development of the
company value proposition. (competencies 5, competencies 6)

PREPARATION
It is expected that students will read book chapters and articles requested by
the professor every week and discuss them in class. Students should
participate actively in class with relevant questions and comments.

EVALUATION
This course includes different evaluation systems. Student´s daily and
continuous work will be taking into account as well as their attitude and interest
towards the subject.
Exam 1: 15%
Exam 2: 25%
Exam 3: 25%
In class participation: 5%
Group Interim Presentations: 5%
Group Final Presentations: 15% (peer evaluations
incorporated here)
Attendance & Class Participation: 10%
Total: 100%

Participation
The grade for participation will be based on:
- High participation: student is ready for class most of the time,
participates actively with comments and asking questions relevant to the
subject, showing that he has read and has thought about the course
materials. His attitude is positive and is interested in the class.
- Low participation: student is not active in class, he is absent minded,
talks with other students, does not read course materials, does not ask
questions. Does not make comments. His attitude is pasive and uninterested.

Writen report. The objective of this report is to help students understand current

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working methodology introducing them to the preliminary phases of a real
marketing project
Format: Cover with title, date and author, table of contents and references
sheet. Writing with double space, Times New Roman 12. Length: 3-5 pages.
The grade of the report will be based on:

Ideas and content: The exposed ideas are developed in depth and the
maturity of the explanation is fair to a real company context.

Aspects to consider: easy to read and interesting. It includes details and ideas
which make it attractive for the reader.

Subject organization:
The text is clearly structured and presented in an attractive way. It includes a
cover, table of contents, introduction, body and conclusion, bibliography,
resources, pictures, graphs, etc.). E

Estyle:
The wording is direct and the message is precise and concise, including
enough data and information.

Specific language:
Students should use appropriate language and terminology learned
throughout the course with readings and explanations given by the professor.

Oral presentation. The grade of the presentation will be based on:

Content:
Divided in: introduction, body (well structured, interrelated ideas and
concepts), conclusion based on the findings.

Specific language:
Usage of vocabulary related to the subject, ideas and concepts learned
throughout the course.

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Body language:
Students should show that they know the subject. It is important to maintain
eye contact, voice intonation and adequate body language. Students should
avoid reading the presentation.

Audiovisual means:
It is important to create an interesting presentation with images, graphs,
videos, etc that catches the attention of other students.

Activities outside of the classroom.

There will be two activities outside of the classroom. These are mandatory for
students enrolled in the course.

 Company visit (TBD)

 Company visit (TBD)

The objective of these visits is to learn about their marketing strategies and talk
with employees who can give us their opinions and insights. Students will need to
do a small exercise related to the visits.

Mid-term exam: To be done by the middle of the course program. The

contents of the exam will include all the materials of the first and second
modules (final date may vary according to course requirements). The exam will
test the student’s answers to multiple choice questions as well as different
essay questions.

Final exam: To be done by the end of the course program. The content will
include all materials of the third and fourth modules (final date may vary
according to course requirements). The exam will test the student’s answers to
multiple choice questions as well as different essay questions.

Students who copy or plagiarise any school work including exams will
get a 0 as a final grade.

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ATTENDANCE
Attendance is mandatory. If a student has more than two absences (not
excused with a doctor´s note or by his onsite coordinator) his final grade will be
lowered 10 points for each unexcused absence. It is the student´s responsibility
to get class notes and homework for the missing days.

CLASS SCHEDULE
DATE CONTENT HOMEWORK

JANUARY

1 WEEK
Course presentation.
Jan 13
Syllabus review
What is Marketing? Readings: Kerin, Hartley & Rudelius,
Jan 15
Introduction Marketing.Chapters TBD
2 WEEK
Marketing in corporations
Jan 20 Readings: Proposed articles. TBD
Spanish and European context
Readings: Kerin, Hartley & Rudelius,
Jan 22 Marketing Strategy
Marketing.Chapters TBD
3 WEEK
Jan 27 The voice of the customer Readings: Proposed articles. TBD
Readings: Jack Trout, Steve Rivkin,
Repositioning. Chapters TBD
Jan 29 Positioning & Brand Architecture
Simon Middleton, Build a brand in 30
days. Chapters TBD

FEBRUARY
4 WEEK
Feb 3 Company visit Company visit or activity TBD
Feb 5 Marketing Research Readings: Kerin, Hartley & Rudelius,
(Segmentation I) Marketing.Chapters TBD

5 WEEK

Case study preparation: TBD

Feb 10 Marketing Research
Readings: Kerin, Hartley & Rudelius,
(Segmentation II)
Marketing.Chapters TBD
Readings: Kerin, Hartley & Rudelius,
Feb 12 Getting to know our Segments
Marketing.Chapters TBD
6 WEEK
Feb 17 Marketing Tools Readings: Kerin, Hartley & Rudelius,
(Building a Plan I) Marketing.Chapters TBD

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 Case study preparation: TBD
Marketing Tools
Feb 19 Readings: Kerin, Hartley & Rudelius,
(Building a Plan II)
Marketing.Chapters TBD
7 WEEK
Group presentations.
Feb 24 Group Interim Presentations
Abstract and index of the group project
Feb 26
MID TERM EXAM

MARCH

8 WEEK
Readings: Kerin, Hartley & Rudelius,
Mar 3 What is a Value Proposition
Marketing.Chapters TBD

Case study preparation: TBD

Mar 5 Product Readings: Sergio Zyman, The end of
marketing as we know it. Chapters TBD

9 WEEK
Case study preparation: TBD
Mar 10 Pricing Readings: Jagmohan Raju, Z. John
Zhang, Smart Pricing. Chapters TBD
Case study preparation: TBD
Mar 12 Value Added Services Readings: Kerin, Hartley & Rudelius,
Marketing.Chapters TBD
10 WEEK
Case study preparation: TBD
Mar 24 Channel Readings: Kerin, Hartley & Rudelius,
Marketing.Chapters TBD
Case study preparation: TBD
Mar 27 Communication Readings: Sergio Zyman, The end of
marketing as we know it. Chapters TBD
11 WEEK
Mar 31

APRIL

Interactive and Case study preparation: TBD

Apr 2
Multichannel Marketing I Readings: Proposed articles TBD
12 WEEK
Interactive and Case study preparation: TBD
Apr 7
Multichannel Marketing II Readings: Proposed articles TBD
Case study preparation: TBD
Apr 9 Advertising & Promotion I Readings: Kerin, Hartley & Rudelius,
Marketing.Chapters TBD
13 WEEK
Case study preparation: TBD
Apr 14 Advertising & Promotion II Readings: Kerin, Hartley & Rudelius,
Marketing.Chapters TBD

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 Case study preparation: TBD
Apr 16 Big data
Readings: Proposed articles TBD
14 WEEK
Oral presentations of the assigned
Apr 21 Group Final presentations
groups
Oral presentations of the assigned
Apr 23 Group Final presentations
groups
15 WEEK

Apr 30 FINAL EXAM

IMPORTANT:

* The dates of the activities outside of the classroom can be changed if

needed.

It is the student´s responsibility to attend all classes and activities

outside of the classroom. Before making personal travel
arrangements please talk with the professor. Personal trips and
family visits will not be justified excuses for absences.

BIBLIOGRAPHY
Internet resources:

Books:

 Kerin, Hartley & Rudelius, Marketing, 11th Edition. McGraw-Hill/Irwin

 Jagmohan Raju, Z. John Zhang, Smart Pricing, Pearson Prentice Hall,
2010
 Simon Middleton, Build a brand in 30 days, Capstone Publishing, 2010
 Jack Trout, Steve Rivkin, Repositioning, McGraw Hill, 2009
 Sergio Zyman, The end of marketing as we know it, HarperCollins, 1999

WE SPEAK IN ENGLISH
This course will be delivered in English. Course work, presentations and
exams will be in English.

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