Mt Department of Marketing

Mt95013. Direct Marketing

(3-0-8) Requirement: Accredited MT00-831, Marketing.
Equivalence: NT

At the end of this course students will learn the strategies, methodologies and different tools used in communication through direct media. The course is designed to establish strategies for telemarketing, e-mail marketing, direct mail marketing and data base marketing. Students will understand the importance of handling costumer information, financial information and human resources information.

Textbook: Stone, Bob. "Successful direct marketing methods: the Bob Stone direct marketing book”. 7th edition. McGraw-Hill, 2001

Mt95025. Marketing Consulting

(3-0-8 Requisite: Course and approve MT-00-854. 8 LEM) Equivalence: Doesn't have Programa: 8th. LEM

General objective To develop the abilities and knowledge in the use of basic tools needed to carry over the consulting process in the field of marketing. Practice and application of strategies and concepts learned in previous classes will be used to solve real business problems. Textbook: Greinier / Mentzer. La Consultoría de Empresas. Edit. Prentice Hall, Última Edición.

Teacher profile Teacher with MBA and significative experiencie in marketing consulting or consulting in marketing related issues.

Language or instruction: Spanish

Mt95026. E-Marketing

Units:(3-0-8)
Requirement:Si00811
Semester and career:7 LAE
Equivalence:None.

General aim of the course:Understand the internet strategic implications and its impact on traditional marketing concepts and practices, analyzing and evaluating the most relevant marketing issues that companies are facing in competing on the new global arena. Bibliography: Principles of internet Marketing. Ward Hanson. Thomson.

Instructor's profile:Marketing or Administration Master Degree with specialization in e-commerce and/or E-commerce Masters Degree.

Language of Instruction:Spanish

Campus:Sonora Norte

Mt95028. Marketing Research Project I

Academic department:Marketing
Units:0-0-8
Requirement:Having completed the four course of the Approach selected in the Modality of Marketing Concentration
Semester and career:All campus programs but LEM
Equivalence:None

General aim of the course:Integrate, apply and extend the concepts learned in the Modality Approach selected by the student thru a Research Project solving a real problem directly related with such Approach. Select and define the problematic situation. The proposal will be done in the next course. The Research Project can be one of these two types:
1. Academic with enough support, bibliographic research, etc., and with an empirical testing; or
2. A solution for a real marketing problem brought by student, society, and/or a firm specific need.
Advance and final reports are expected.
Campus:Monterrey

Bibliography:Books, Journals, and Magazines of the area

Instructor's profile:Professor with master or PhD in marketing or related area

Language of Instruction:Spanish / English

Mt95029. Marketing Research Project II

Academic department:Marketing
Units:0-0-8
Requirement:Marketing Research Project I
Semester and career:All campus programs but LEM
Equivalence:None

General aim of the course:Integrate and apply the concepts learned in the Modality Approach selected by the student thru the Research Project defined earlier in the course Marketing Research Project I.
Advance and final reports are expected.

Campus:Monterrey
Bibliography:Books, Journals, and Magazines of the area

Instructor's profile:Professor with master or PhD in marketing or related area

Language of Instruction:Spanish / English

Mt95030. Strategic Marketing on Mass Media

Academic department:Marketing
Units:8
Requirement:None
Semester and career:Interchangable for Topic I, Topic II, Topic III, Topic
IV. Careers: LEM, LAE, LIN, LCC
Equivalence:Topic I, Topic II, Topic III, Topic IV
General aim of the course:Explain the management and strategic planning on
Marketing for the Mass media business, such as: TV, Radio, Newspapers, Internet, through the lectures of guests and specialist on this working area. The student will understand how this business work an the daily basis on planning and decision making.

Campus:Monterrey

Bibliography:Advertising and Promotion "An integrated marketing communications perspective", George E. Belch & Michael A. Belch. Fifth
Edition.Instructor's profile:Position Full time professor of the Marketing
Department Coordinator of Commercial Missions on PLEI

Education:
Master in Business Administration (ITESM, Campus Monterrey, 1968)
Graduate courses in Stanford University, 1967
B.A. on Accounting (ITESM, Campus Monterrey, 1962)

Major areas:
Marketing, International Business, Entrepreneurship, Management and Strategic Business Development.
Professor Brunell teaches the Marketing Seminar for undergraduate students on management.

Labor Experience:Professor Brunell has bee working at ITESM for 40 years in the Marketing Department and Management Science Department. He found the undergraduate marketing career. He has worked as a consultant for several national business. He also worked in Cervecería Cuauhtémoc on executive management and marketing positions.

Language of Instruction:Spanish

Mt95031. Retailing for medium and little companies

Academic department:MT
Units:3-0-8
Requirement:Basic Marketing MT00831 or similar.
Semester and career:8 LEM.
Equivalence:NT
General aim of the course:At the end of the course the students will be capable of identify and solve retailing problems applying administrative and strategic knowledge in retail processes that are used by international retailers through the analysis of diverse factors and their effects in commerce using real scenarios faced by the retailers, and making international retailing reports and using Biblioteca Digital databases for this purpose.
Campus:Edo. México
Bibliography:Berman, Barry. Retail Management. A Strategic Approach. 8a. ed. New Jersey, Prentice Hall 2001. 128 p.

HASTY, Ron. Gerencia de ventas al detalle. 1 ed. Colombia, McGraw Hill 1998. 643 p.

LUSH, Robert. Retail Management. 1a. ed. USA. South Western 1990. 115 p.

LEVY, Michael. Retailing Management. 4a. ed. USA. McGraw Hill 2001. 754 p.

Instructor's profile:BcS in Marketing and Master degree in Administration or similar.
Language of Instruction:Spanish

Mt95032. Best Practices in Services Companies

Academic department:MT
Units:3-0-8
Requirement:MT00831, MT95873 y MT95881
Semester and career:9 LEM
Equivalence:NT
General aim of the course:To identify the best practices in services companies.
Campus:Edo. México
Bibliography:None
Instructor's profile:Master degree in Marketing.
Language of Instruction:Spanish

Mt95035. Best Practices in Consumer Products.

Academic department:MT
Units:3-0-8
Requirement:MT00831, MT95873 y MT95881
Semester and career:9 LEM
Equivalence:NT
General aim of the course:To identify the best practices in consumer products companies. The program will cover the main aspects of Marketing: Product, Price, Distribution and Promotion, as well as success Strategic growing practices.
Campus:Edo. México
Bibliography:none
Instructor's profile:Master degree in Marketing.
Language of Instruction:Spanish

Mt95036. Introduction to Retailing

Academic department:Marketing
Units:8
Requirement:MT00831
Semester and career:7 LAE, 7 LIN, 7 LEM, 7 CPF, 7 LAF
Equivalence:None
General aim of the course:Retailing is a very important part of global commerce. Retail sales account for over $2 trillion annually and the industry is a major source of employment. At this time, the retail industry is experiencing many changes: the growth of truly global retailers, the birth of e-retailing and e-branding; and the many consequences of changing social behavior.

The objective of the course is to introduce students to the retail industry, explain its functions and analyze the different types of retailers in today's industry. In addition students will study consumer behavior of retail customers in an attempt to understand why some retailers succed and others fail.

Campus:Sinaloa
Bibliography:Levy & Wietz, "Retailing Management", 4th Edition. ISBN: 0-07-242941-0
Bermans & Evans, "Retail Management: A Strategic Approach", 8th Edition, . ISBN: 0-13-026334-6.

Instructor's profile:MBA or PHD in Business with major in Marketing y/o Master in Marketing.
Language of Instruction:English or Spanish

Mt95037. Retail Strategy

Academic department:Marketing
Units:8
Requirement:MT00831 and Introduction to Retail.
Semester and career:8 LAE, 8 LIN, 8 CPF, 8 LAF, 8 LEM
Equivalence:None
General aim of the course:The objective of the course is to introduce students to the strategic decisions that retailers face today: Merchandise buying and the organization of the buying process, Pricing decisions and the maintenance of price margins, The development of retail atmosphere to create the correct ambience within the store; The range of location opportunities, the advantages and risks of each, that are available to the retailer; The organizational structure of the retail and the management of store employees.

In addition, the course will make aware to the students the opportunities for employment within the retail sector.

Campus:Sinaloa
Bibliography:Levy & Wietz."Retailing Management", 4th Edition. ISBN: 0-07-242941-0.
Bermans & Evans. "Retail Management: A Strategic Approach", 8th Edition. ISBN: 0-13-026334-6.

Instructor's profile:MBA or PDH in business with major in Marketing. Master in Marketing.
Language of Instruction:English or Spanish

MT95038. Miths and realities on marketing research

Academic department: Marketing
Units: 3-0-8
Requirement: Mt00854
Semester and career: 7
Equivalence: Topic I, II, III or IV

General aim of the course: Understanding of marketing research through practical cases solutions in order to know the problems and information needs that decision takers have, specially on the mexican market. Equally, the student will learn marketing research from the view of a reserach coordinator or manager.

Bibliography: Churchill, Gilbert A. Marketing Research. Thompson 4th Edition, 2003

Kinnear, Thomas C. Marketing Research: An Applied Approach. McGraw Hill 5th Edition, 1995

Malhotra, Narres K. Marketing Research: An Applied Approach. Prentice Hall 2th Edición, 1997

Zikmund, William G. Basics on Marketing Research. Thompson 2ª Edición, 2003

Instructor's profile: Roberto Francisco Tenorio Martinez

Scholarship
Master in Business Administration. EGADE, 2004
B.A. on Marketing, ITESM Campus Monterrey, 2001

Professional Experience:
Deacero. Market Development Coordinator. 2004- current
Grupo Senda. Marketing Research Coordinator. 2004
ITESM. Assistant of Direction at the Marketing Department. 2002-2003
Marketing Research studies and Consulting. 2001-2003
Language of Instruction: Spanish

Mt95041. Database Marketing Tools

Academic department:Marketing
Units:3-0-8
Requirement:None
Semester and career:Marketing, 8th and 9th semester
Equivalence:None
General aim of the course: Provide the main knowledge to understand and use successfully analithycal methods of database marketing, specially in data mining, as a tool for the construction of support methods for strategic market decision making.

Campus:Cd. México
Bibliography:R. G. Drozdenko, P. D. Drake Optimal Database Marketing.
2. Pyle D. Data Preparation for Data Mining.
3. Berry J.A., Linoff S. Mastering Data Mining.
4. Berry J.A., Linoff S. Data Mining Techniques.
5. Mena J. Data Mining Your Website.
6. William J.E. Potts. Data Mining Primer: Overview of Applications and Methods. SAS Institute Inc., Cary, NC, USA. 1998.

7. Doug Wielenga, Bob Lucas & Jim Georges. Enterprise Miner: Applying Data Mining Techniques Course Notes. SAS Institute Inc., Cary, NC, USA. 1999.

8. Berberena V. Formación de Investigadores: Estadística. Universidad Central de Las Villas. Cuba. 1997.
9. Berberena V. Formación de Investigadores: Diseño de Experimentos. Universidad Central de Las Villas. Cuba. 1997.

10. Hair J.F., Anderson R.E., Tatham R.L., Black W.C. Análisis Multivariante. Prentice Hall.
11. Budnick F.S. Matemáticas Aplicadas para la Administración, Economía y Ciencias Sociales. Tercera Edición. McGraw-Hill. 1990.

12. Haeussler E.F. & Paul R.S. Matemáticas para la Administración y Economía. Segunda Edición. Grupo Editorial Iberoamérica, 1992.

Instructor's profile: The course will be taught by Dr. Viterbo H. Berberena González, Director of Data Mining at Pearson S.A. de C.V., teacher of the Marketing Department in the ITESM Campus Ciudad de México, he has received special training in Data Mining in the SAS Institute, Inc. in the US and he is a private consultant in this area.

Language of Instruction:spanish

Mt95053. Image and communication

Units: 3-0-8
Requirements: MT95019
Equivalence: None
Language of instruction: Spanish
General aim of the course:

A public Image as intangible tool to develop Marketing Strategies for Sale . We must consider personal image as well as institutional.

Instructor´s profile: Professor has to have Master in Marketing or Public Image

Mt95060. Production of materials for integral marketing communication

• REQUIREMENT: MT00831, MT95019
• LANGUAGE OF INSTRUCTION: Spanish
• GENERAL AIM OF THE COURSE (BETWEEN 5 AND 10 LINES)

Develop in the students the skills to work with design and production software applications in order to design and produce advertising, promotion and point of sale media, using programs such as Adobe Illustrator, Photoshop InDesign and QuarkXpress.

INSTRUCTOR´S PROFILE

Professor need to have a Masters Degree in Marketing, Graphic Design or Communications.

Mt-95-074 Interactive Marketing and the Internet

(3-0-8. Background: None. 8 LAE, 8 LCC, 8-9 LEM) Equivalence: None I.

COURSE OVERVIEW To develop a knowledge and understanding of the main theories relating to the use of new interactive marketing media (database driven marketing, CRM, and the Internet) and the application of these theories in the development of marketing relationships. The unit aims to demonstrate the unique nature of interactive marketing and the dynamics inherent in the new IT driven, information intensive business environment. The lectures will be supported by a series of seminar sessions, which utilize illustrative case studies and exercises. The aim of these sessions is the practical application of the unit syllabus.

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