Calendarizacin 2017-1

Marketing II
Magdalena Carmona S.

FECHA UNIDAD OBJETIVO (s) CONTENIDO ACTIVIDAD MATERIAL EVALUACIN

DE APOYO

08/03 Mod.1 Recognize and understand Market Lectures and Marketing Presentations,
Marketing the importance of marketing orientation, discussion about Management Group Activity,
Strategy and activity in business needs, desires the evolution of Philip Kotler, 14th Class
Relationship management. Understand and demand. marketing from a edition, Chapter Participation,
Las with Business the competitive Core Concepts of business 1 and 2 Attendance
clases Management environment of the the Marketing perspective
company (market, Process. (national and
comien competitors and internal international
zan el environment). Understand environment) and
the functions of strategic with a strong
lunes marketing within the student
company. participation
06 de
marzo

15/03 Mod.1 Understand the sequence of Central pillars of Slides and Marketing Presentations,
Marketing value delivering to strategic Interactive Management Group Activity,
Strategy and consumers. Get to know and marketing. lectures Philip Kotler, 14th Class
Relationship understand the types of 1) Marketing mix edition, Chapter Participation,
with Business strategies that companies review (7 Ps). 6 Attendance
Management can adopt. Understand and 2) Strategic
become able to differntiate planning.
between the importance of 3) Generic
Marketing as a discipline, strategies and
function and corporate, competitive
business and functional position.
strategy.

1
 Calendarizacin 2017-1
Marketing II
Magdalena Carmona S.

FECHA UNIDAD OBJETIVO (s) CONTENIDO ACTIVIDAD MATERIAL EVALUACIN

DE APOYO
22/03 Mod.2 Understanding of how the Review of factors Slides and Marketing Presentations,
Quantificatio customer decision-making affecting interactive Management Group Activity,
n and market process works and business lectures Philip Kotler, 14th Class
understandin understand the different management. edition, Chapter Participation,
g buying drivers that impact Analysis of Exercises to put 3 and 8 Attendance
the business changes in the theory into
Market Sizing behavior of practice
Why Segment? Differentiate purchase and
between the three basic consumption. Reading
customer segementation Segmentation Control N1
variables. variables.
Consumer vs Business
Segmentation
How to find information for
segmentation

FECHA UNIDAD OBJETIVO (s) CONTENIDO ACTIVIDAD MATERIAL EVALUACIN

DE APOYO
29/03 Mod.3 Define and analyze The system and Slides and Marketing Presentations,
Marketing information systems and process of interactive Management Group Activity,
Information marketing intelligence. market research. lectures Philip Kotler, Class
Systems and Identify customer Data Sources, 14th edition, Participation,
Market relationship management Primary Data Market Research Chapter 4 and Attendance
Research systems. Get to know the collection Exercise (bring 5
nature and characteristics methods, SIM laptops/ipads)
of market research. Get to and customer
know sources and information
techniques for data (Customer
gathering. Relationship
Management).

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 Calendarizacin 2017-1
Marketing II
Magdalena Carmona S.

05/04 Mod.4 Understand the concept of The core Slides and Marketing Presentations,
Market positioning. Describe and concepts for interactive Management Group Activity,
Positioning analyze positioning segmentation lectures Philip Kotler, Class
Strategy strategies. Implementation process, target 14th edition, Participation,
of positioning strategies. market and Home Chapter 10 Attendance
Construction of capital positioning. assignment-
value. Positioning search for Reading
levels (expected, companies that Control N2
real and ideal). in different
Perceptual markets deploy
maps. different
positioning
strategies (ej.
EU- LATAM or
Asia/US- LATAM)

12/04 Mod.4 (cont.) Business cases on market Central concepts Student Texts and Presentations,
- Market segmentation and of market presentations on articles to be Group Activity,
Positioning positioning - preparation segmentation the basis of provided- Class
Strategy and discussion and market articles provided discussion Participation,
- Review of Discussion on insights from positioning. brief review of the Attendance
the subjects the articles provided Insights from issues discussed
learn Review of the subjects articles on before Certamen
learn issues covered 1
by Mod.1 up to (question/answer
Mod. 4 session)

FECHA UNIDAD OBJETIVO (s) CONTENIDO ACTIVIDAD MATERIAL EVALUACIN

DE APOYO

19/04

FERIADO FERIADO

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 Calendarizacin 2017-1
Marketing II
Magdalena Carmona S.

26/04
CERTAMEN
CERTAME 1
N1
No se
suspenden
las clases

Mod.5 Analyze the critical Analysis of Slides, Marketing Presentations,

03/05 Marketing decisions regarding the decisions in interactive Management Group Activity,
Plan: Product product. Describe and Packaging, lecture, Philip Kotler, Class
Strategy propose decisions within Labeling, group 14th edition, Participation,
the product mix, its lines Support Services workshops Chapter 12 y Attendance
and the combinations and Guarantees. Review of 13
between them. Understand Decisions within Certamen 1 Reading
the importance of brand the life cycle of Control N3
management within the the
business strategy. Get to
know and understand the
process of brand creation
and management.

10/05 Mod.5 Analyze factors to be Definition of Interactive Marketing Presentations,

Marketing considered for the price prices for new lecture, Management Group Activity,
Plan: Price definition. Analyze, products. Pricing group Philip Kotler, Class
Strategy describe and propose strategies. workshops 14th edition, Participation,
pricing decisions. Definition of Chapter 14 Attendance
pricing policy.
Variables in
modification of
prices.

FECHA UNIDAD OBJETIVO (s) CONTENIDO ACTIVIDAD MATERIAL EVALUACIN

DE APOYO

4
 Calendarizacin 2017-1
Marketing II
Magdalena Carmona S.

17/05 Mod. 5 Apply of the key concepts Channel length Interactive Marketing Presentations,
Marketing in the design of distribution selection. lecture Management Group Activity,
Plan: strategies. Analyze, Decisions on the group Philip Kotler, Class
Distribution describe and propose ownership of the workshops 14th edition, Participation,
Strategy decisions on channels. channel. Chapter 15 y Attendance
Definition of 16
distribution
policy
(integrated
channels,
omnicanal,
logistics)

Mod. 5 Explain methods for the Decisions and Interactive Marketing Presentations,
Marketing communication budget impact of their lecture group Management Group Activity,
Plan: definition. Analyze, results over workshops Philip Kotler, Class
Promotion describe and propose time. The media, Ouestion- 14th edition, Participation,
Strategy decisions within the budgets and answer session Chapter 18 y Attendance
communication mix. actions review. to review before 19 Reading
24/05 Decisions on the Certamen2 Control N 4
communication
mix (sales
promotion,
advertising, PR,
sales team,
digital media)

31/05

CERTAME CERTAMEN
N2 2
No se
suspenden
las clases

FECHA UNIDAD OBJETIVO (s) CONTENIDO ACTIVIDAD MATERIAL EVALUACIN

DE APOYO

5
 Calendarizacin 2017-1
Marketing II
Magdalena Carmona S.

07/06 Mod.6 Understand and analyze The Slides and Kenneth C. Presentations,
Media and the impact of new infrastructure of interactive Laudon Carol Group Activity,
Digital technologies for the Digital lectures, review G. Traver, E- Class
CERTAME platform commercial strategy Marketing. of the additional commerce, Participation,
N2 environment. Analyze and Review of the literature Business, Attendance
get to know the Digital main social (articles) Technology,
No se Marketing and Social Media networks and Society, 10th
suspenden strategies. their edition, 2014
las clases characteristics.
Review on retail
sales and online
sales.

14/06 Mod.7 Understand and analyze Service concepts Slides and Lovelock, Presentations,
Services the importance of service development. interactive Christopher H., Group Activity,
Marketing management within the Design of the lectures, review Jochen Wirtz, Class
business strategy. Analyze service of the additional Services Participation,
the implementation of the environment. literature marketing : Attendance
service model and the Relationship (articles) people,
relationship with the client. management technology,
and loyalty strategy, 7nd
building. ed. - Boston :
Prentice-Hall,
2011

21/06 Mod. 8 Understand and analyze Regional and Slides and Keegan, Presentations,
International the importance of the global markets interactive Warren J., Group Activity,
Marketing international presence in characteristics. lectures, review Global Class
the commercial strategy. The importance of the additional marketing: - Participation,
Analyze and understand of international literature 8th ed. - Attendance
the Global Marketing agreements and (articles) Boston:
environment. The Global treaties. The Pearson, 2015
Marketing MIX process Marketing MIX
review, decisions review.

FECHA UNIDAD OBJETIVO (s) CONTENIDO ACTIVIDAD MATERIAL EVALUACIN

DE APOYO

6
 Calendarizacin 2017-1
Marketing II
Magdalena Carmona S.

Mod. 8 Get to know strategies to Global Slides and Keegan, Presentations,

28/06 International approach foreign markets information interactive Warren J., Group Activity,
Marketing systems and lectures, review Global Class
(cont.) market research of the additional marketing: - Participation,
literature 8th ed. - Attendance
(articles) Boston:
Pearson, 2015 Reading
Control 5

Semana del
SEMANAS DE SEMANAS DE SEMANAS DE SEMANAS DE SEMANAS DE SEMANAS DE
03 al 15 de EXAMENES EXAMENES EXAMENES EXAMENES EXAMENES EXAMENES
julio (NO HAY (NO HAY CLASES) (NO HAY (NO HAY (NO HAY (NO HAY CLASES)
CLASES) CLASES) CLASES) CLASES)

Exmenes
no hay
clases

FORMULARIO DE CONDICIONES Y EVALUACIONES 1 SEMESTRE DE 2017

ASIGNATURA: MARKETING II
CDIGO: ENA414

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 Calendarizacin 2017-1
Marketing II
Magdalena Carmona S.

SECCIN: 5
PROFESOR: MAGDALENA CARMONA-SZAFRANSKA

EVALUACIONES PRINCIPALES: PONDERACIN SOBRE LA NOTA FINAL

FECHA

Certamen 1 20% Semana del 17/04 al 06/05

Certamen 2 20% Semana del 29/05 al 10/06

EXAMEN 30% Del 03/07 al 15/07

OTRAS EVALUACIONES: PONDERACIN SOBRE LA NOTA FINAL

FECHA

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 Calendarizacin 2017-1
Marketing II
Magdalena Carmona S.

3rd, 5th, 8th, 12th, 17th

READING CONTROL 20% week

ASSIGNMENTS, CLASS PARTICIPATION 10% EVERY WEEK

OTRAS EXIGENCIAS
PARA APROBACIN, REQUIERE ASISTENCIA IGUAL O SUPERIOR A XX%
Para los alumnos de 1 y 2 ao, la asistencia es de un 75%.
Para los alumnos de 3, 4 y 5 ao de carrera, deben revisar en cada Calendarizacin, el porcentaje de asistencia exigido por el profesor para
aprobar la asignatura.

AGREGAR EXIGENCIAS ADICIONALES, SI ES QUE EXISTEN:

BIBLIOGRAFIA COMPLEMENTARIA RECOMENDADA POR EL DOCENTE

Profesor, indique en estos espacios, si hay alguna bibliografa que a usted le gustara utilizar, para complementar la bibliografa establecida en el
Programa oficial (usar normas APA).

1. P
rinciples of Marketing 14e kotler and Armstrong Prentice HalL
2. Marketing Management 14e kotler and keller - pearson and prentice hall
3. Essential guide to marketing planning 3 rdedition , Burk Wood - pearson
4. Essentials of Services Marketing, Lovelock, Christopher H, Wirtz, Jochen, Chew, Patricia, 2008, First Edition, Pearson Education
5. Essentials of Marketing, Brassington F., Pettitt S., 3rd edition,Pearson Education 2013

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 Calendarizacin 2017-1
Marketing II
Magdalena Carmona S.

Consideraciones Generales
1. Las evaluaciones deben ser rendidas en las fechas programadas.
1 Para aprobar la asignatura:
La nota mnima del examen o presentacin de proyecto final debe ser igual o superior a la nota 3.0
El promedio de notas de evaluaciones debe ser mayor o igual a la nota 4.0, calculado segn ponderacin sealada en la
Calendarizacin de Asignatura.
Cumplir con los requisitos de asistencia sealados en la Calendarizacin de Asignatura.
(Ver Reglamento Acadmico del Alumno de Pre-Grado)

1 Las inasistencias a clases y cualquier tipo de evaluacin que se haga en ellas no se justifican, cualquiera sea el motivo, y
sern calificadas con nota 1.0.

1 La inasistencia a certmenes y examen o presentacin de proyecto final debern ser justificadas en la Facultad, dentro de
48 horas hbiles posterior a la prueba correspondiente.
(Ver Instructivo de Inasistencia a Certmenes y Exmenes)

1 Los alumnos podrn solicitar la re correccin de controles al momento en que son entregados e indicadas las respuestas
correctas.
En el caso de re correccin de Certmenes o Exmenes los alumnos debern firmar, una vez conocida la pauta y revisada
la prueba, su conformidad con la calificacin, aquellos que deseen re correccin deben indicarlo de inmediato al profesor. De
ninguna manera, para todos los casos, el alumno puede llevarse la prueba. Si el alumno se encuentra ausente al momento de
entrega de las notas podr solicitarla a la clase siguiente como plazo mximo. Se solicita al profesor su colaboracin para
recordar y hacer cumplir este punto a los alumnos.

1 La resolucin de las re correcciones solicitadas tiene un plazo de entrega de 5 das hbiles, debiendo informar a los alumnos
en caso de que la nota sea modificada.

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 Calendarizacin 2017-1
Marketing II
Magdalena Carmona S.

1 El docente utilizar como medio de comunicacin habitual con los alumnos el e-mail institucional y la plataforma iCursos.
El alumno debe revisar ambos medios de contacto peridicamente, ya que stos son los nicos medios formales de
comunicacin.

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