Mt MARKETING
Mt00001. INTRODUCTION TO THE MARKETING ACADEMIC
PROGRAM
"To create a bond among the students that incorporate to under graduate
degree in Marketing with their career director that allows an open communication.
To generate in the students a spirit of companionship and of work in team that
makes easier the adaptation to the career. To give a general vision of the career,
and of their Division that allows the student to identify areas of particular
interest inside their career and to reaffirm their vocational election. "
Introduces the student to the field of marketing and its environment. Information systems and market research. Market segmentation and demography. Consumer behavior habits and the business market. Product planning and development. Mixing product strategy. Strategies and policies for price setting. Management of distribution channels. Wholesales. Retail sales. Management of physical distribution. Promotional programs. Management of personnel attributes. Principles of advertising management. Service and international marketing.
Textbook: W. Stanton, M. Etzel and B.J. Walker, Fundamentos De Marketing, McGraw-Hill, novena edición.
CAMPUS: ALL CAMPUSES
ACAD. PERIOD: SPRING & FALL
LANGUAGE OF INSTRUCTION: SPANISH
Planning. Organizational structure. Sales manager role. Recruiting and selection. Training. Motivation. Compensation. Demand estimate. Budget. Territories. Fees. Evaluation. Control. Textbook: Robert F. Hartley, Administración De Ventas, CECSA.
CAMPUS: VER, CHIS, CHIH, CCM, C. JUA, COL, CEM, GDA, HID, IRAP, LAG, LEO, MAZ, MTY, CVC, QRO, SALT, SLP, SIN, SON, TAMP, TOL., ZAC.
ACAD. PERIOD: SPRING & FALL
LANGUAGE OF INSTRUCTION: SPANISH
Understanding and application of internal and external variables related to consumer buying habits for developing optimum marketing strategies.
CAMPUS: CHIH, CCM, CEM, GDA, LEO, MTY, CVC, QRO, ZAC.
ACAD. PERIOD: SPRING & FALL
LANGUAGE OF INSTRUCTION: SPANISH
Study and development of the processes and techniques for recruiting information in the field of marketing, emphasizing market research design, including the following: problem definition, goals and hypothesis; secondary data sources; questionnaire design; experimentation; observation; qualitative studies; sampling; measurement scales; information analysis; field work; codification and tabulation of the information and the research report. Textbook: D. Aaker and G. Day, Investigación De Mercados, McGraw-Hill, tercera edición.
CAMPUS: VER, CHIS, CHIH, CCM, C. JUA, COL, CEM, GDA, HID, IRAP, LAG, LEO, MAZ, MTY, CVC, QRO, SALT, SLP, SIN, SON, TAMP, TOL., ZAC.
ACAD. PERIOD: SPRING & FALL
LANGUAGE OF INSTRUCTION: SPANISH
Study and development of processes and techniques for information gathering in the field of marketing. Market research design. Definition of problems. Goals and hypothesis. Secondary data sources. Observation. Projective techniques. Group sessions. Deep interviews. Surveys and questionnaires. Textbook: Kinnear and Taylor, Investigación De Mercados, Un Enfoque Aplicado, McGraw-Hill, cuarta edición.
CAMPUS: CHIH, CCM, CEM, GDA, LEO, MTY, CVC, QRO, ZAC.
ACAD. PERIOD: SPRING & FALL
LANGUAGE OF INSTRUCTION: SPANISH
Study and development of marketing research methodology through the management of attitude measurement scales. Sampling. Field Work. Information analysis. Handling of the SPSS software and experimentation. Textbook: Kinnear y Taylor, Investigación De Mercados, McGraw-Hill, cuarta edición.
CAMPUS: CHIH, CCM, CEM, GDA, LEO, MTY, CVC, QRO, ZAC.
ACAD. PERIOD: SPRING & FALL
LANGUAGE OF INSTRUCTION: SPANISH
Introduction to services marketing by studying the role of services in the marketing mixture. Services marketing. Tools for services marketing. Planning and implementation of a services-marketing program. Textbook: Christopher H. Lovelock, Services Marketing, Prentice Hall.
CAMPUS: CHIH, CCM, CEM, GDA, LEO, MTY, CVC, QRO, ZAC.
ACAD. PERIOD: SPRING & FALL
LANGUAGE OF INSTRUCTION: SPANISH
Study of advertising and its most important epochs. Environment and advertising. The consumer. Advertising agencies. Segmentation. The market-positioning strategy. Strategic advertising. Advertising budget. Retail advertising. Industrial advertising and corporate advertising. Direct-response and international advertising. Textbook: Berkman y Gilson, Advertising, Random House, McGraw-Hill.
CAMPUS: CHIH, CCM, CEM, GDA, LEO, MTY, CVC, QRO, ZAC.
ACAD. PERIOD: SPRING & FALL
LANGUAGE OF INSTRUCTION: SPANISH
Establishing a media plan. Selecting and buying space in the printed media. Selecting and buying time in the electronic media. Selecting and buying other media. The creative strategy and performance in electronic media. Evaluation of advertising effectiveness in the chosen media and the complete campaign. Textbook: Berkman y Gilson, Advertising, Random House, McGraw-Hill.
CAMPUS: CHIH, CCM, CEM, GDA, LEO, MTY, CVC, QRO, ZAC.
ACAD. PERIOD: SPRING & FALL
LANGUAGE OF INSTRUCTION: SPANISH
Study and practice of the different sales and negotiation processes, identifying sales opportunities, through telemarketing, and encouraging long term relations with consumers. The course focuses on case studies and laboratory practices.
CAMPUS: CHIH, CCM, CEM, GDA, LEO, MTY, CVC, QRO, ZAC.
ACAD. PERIOD: SPRING & FALL
LANGUAGE OF INSTRUCTION: SPANISH
Mt00865. MARKETING AND SERVICE STRATEGIES
Service-client basic principles. Basic concepts in sales. Service classification. Types of sales. Sales strategies. Market analysis. Characteristics and role of a salesperson. Project technology and product sales. Sales presentation and documents.
CAMPUS: VER, CHIS, CCM, C. JUA, OBRE, LEO, MAZ, MTY, SLP, SIN, SON.
ACAD. PERIOD: SPRING & FALL
LANGUAGE OF INSTRUCTION: SPANISH
To analyze the importance of the decisions of prices for the economy and for the companies. To know the objectives of a politics of prices and the strategies of prices that can apply the different types of organizations. To understand the procedure to establish the correct price and to study the different methods and the fixation of the correct price. To apply the theoretical knowledge of accounting and finances acquired in previous courses to the strategies of Marketing. To offer the student a complete vision of the necessary financial elements in the application of Marketing. To provide the tools of financial analysis in Marketing. To develop the capacity to structure a supporting system in the taking of financial decisions in the Marketing area of a company.
Provides the student with basic principles of industrial marketing. Nature and reaching. The buying process, organization and behavior. The market intelligence system. Market segmentation. Potential markets. The product. Services in industrial markets. Pricing. Distribution. Physical distribution. Promotion. Textbook: Michael Hutt and Thomas Speh, Business Marketing Management, The Dryden Press.
CAMPUS: CHIH, CCM, CEM, GDA, LEO, MTY, CVC, QRO, ZAC.
ACAD. PERIOD: SPRING & FALL
LANGUAGE OF INSTRUCTION: SPANISH
Mt00873. INTERNATIONAL MARKETING
The student will focus on the development of international commercialization strategies from the exporting company's perspective. This course is based on the case system that includes the adaptation and development of products for international markets; export prices; strategies for penetrating a market and selection of distribution channels; and the promotion of international goods and services. International market segmentation. Development and adaptation of products and services for international markets. Price strategies for international markets. Penetration and distribution strategies for international markets. Development of promotional programs for international markets.
CAMPUS: CHIH, CCM, C. JUA, OBRE, CEM, GDA, IRAP, LAG, LEO, MTY, CVC, QRO, SALT, SLP, SIN, SON, TAMP, TOL.
ACAD. PERIOD: SPRING & FALL
LANGUAGE OF INSTRUCTION: SPANISH
. Mt00881. SALES PROMOTION
Students get acquainted with all sales promotion implements, their
use, their economic analysis as well as their integration into
the communication mix. Definition and characteristics of sales
promotion. Information required for developing sales promotion.
Benefits of sales promotion. Conditions for effective sales promotion.
Textbook: Don E. Schulz and William A. Robinson, Sales Promotion
Essentials, Crain Books, 1994.
. Mt00882. SEMINAR ON MARKETING
Marketing administration. Marketing planning. Market segmentation.
Price strategies and politics. Management of physical distribution.
Promotional program. Advertisement strategies. Demand forecasting.
Marketing information systems. Market research. Evaluation and
redefinition of marketing. International marketing. Special topics
in marketing. Textbook: Readings assigned by the professor.
. Mt00892. MARKETING ADVANCED SEMINAR
This course emphasizes the basic concepts of total quality in
marketing. Marketing information systems. Social marketing. Consumer
behavior. Methods of sales forecasting. Strategies according to
product cycle. Launching and developing new products and services.
Selection and handling of marketing channels. Strategies for communication
design. Program for sales promotion and public relations. Sales
management. Marketing strategies for the world market. The marketing
plan and its content. Textbook: Dalrymple and Parson, Marketing
Management: Strategy and Cases, Willey.
. Mt00893. MARKET RESEARCH SEMINAR
Review of the basic concepts of market research from a practical
standpoint. The Thursdone case. Technique of multivariable multiple
regression. Technique of multivariable discriminating analysis.
Techniques of multivariable variance analysis. Techniques of multivariable
factor analysis and multivariable grouping analysis. Textbook:
Readings assigned by the professor.
. Mt00894. PROMOTION SEMINAR
Review of the concepts of marketing philosophy and promotion.
The promotion mix. Sales promotion. Personal sales from the promotional
standpoint. Public relations and publicity. Textbook: Richard
Stanley, Promotion, Prentice Hall, 1992.