Guia docente 2016_17 Facultade de Ciencias Empresariais e Turismo

Grao en Administración e Dirección de Empresas

Contents

Topic	Sub-topic
Chapter 1. Product	1.1 Concept 1.2 Ranking 1.3 Decisions on products 1.4 Brand Strategies 1.5 Services
Chapter 2. Development of new products and life cycle	2.1 Development of new products 2.2 Strategies of the product life cycle
Chapter 3. Price	3.1 Concept 3.2 Price setting 3.3 Strategies for prices
Chapter 4. Pricing Strategies	4.1. New-Product Pricing Strategies 4.2. Product Mix Pricing Strategies 4.3. Price Adjustment Strategies 4.4. Price Changes 4.5. Public Policy and Marketing
Chapter 5. Marketing Channels: Delivering Customer Value	5.1. Supply Chains and the Value Delivery Network 5.2. The Nature and Importance of Marketing Channels 5.3. Channel Behavior and Organization 5.4. Channel Design Decisions 5.5. Channel Management Decisions 5.6. Public Policy and Distribution Decisions 5.7. Marketing Logistics and Supply Chain Management
Chapter 6. Retailing and Wholesaling	6.1. Retailing 6.2. Retailer Marketing Decisions 6.3. Retailing Trends and Developments 6.4. Wholesaling
Chapter 7. Communicating Customer Value: Integrated Marketing Communications Strategy	7.1 The Promotion Mix 7.2 Integrated Marketing Communications 7.3 A View of the Communications Process 7.4 Steps in Developing Effective Marketing Communication 7.5 Setting the Total Promotion Budget and Mix 7.6 Socially Responsible Marketing Communication
Chapter 8. Advertising and Public Relations	8.1 Advertising 8.1.1 Setting Advertising Objectives 8.1.2 Setting the Advertising Budget 8.1.3 Developing Advertising Strategy 8.1.4 Evaluating Advertising Effectiveness and Return on Advertising Investment 8.1.5 Other Advertising Considerations 8.2 Public Relations 8.2.1 The Role and Impact of Public Relations 8.2.2 Major Public Relations Tools
Chapter 9. Personal Selling and Sales Promotion	9.1 Personal Selling 9.2 Managing the Sales Force 9.3The Personal Selling Process 9.4 Sales Promotion
Chapter 10.. Direct and Online Marketing: Building Direct Customer Relationships	10.1 The New Direct-Marketing Model 10.2 Growth and Benefits of Direct Marketing 10.3 Customer Databases and Direct Marketing 10.4 Forms of Direct Marketing 10.5 Online Marketing 10.6 Setting up an Online Marketing Presence 10.7 Public Policy Issues in Direct Marketing