SYLLABUS 2023-1

FACULTY OF ECONOMIC AND BUSINESS SCIENCES

MANAGEMENT MAJOR
ACCOUNTING MAJOR
MARKETING MAJOR
INTERNATIONAL BUSINESS MAJOR

SUBJECT FUNDAMENTOS DE MARKETING /

FUNDAMENTALS OF MARKETING
AREA FUNDAMENTALS OF MARKETING
CODE 520005
LEVEL FOURTH
CHARACTER REQUIRED
PREREQUISITES (S) Procesos sociales y políticos
CREDITS THREE (3)
HOURS OF THEORY TWO (2)
HOURS OF PRACTICE TWO (2)
LANGUAJE ENGLISH
PROFESSOR(S) LY HOJA SILVIA MERCEDES
MASSA PAREDES CARLOS FERNANDO
(COORDINADOR)

I. SUMMARY

This is an introductory course and therefore provides the basic concepts of marketing
and the marketing process. The course brings an overview of the whole marketing
process from the understanding of consumers needs and behaviors, to the planning,
design and implementation of the product, price, communication and distribution
strategies.

II. Principles for Responsible Management Education (PRME)

The Faculty of Economics and Business Sciences at the University of Lima is a

signatory of the international initiative called Principles for Responsible Management
Education - (PRME), which is the first link organized between the United Nations and
academic institutions of higher education in business management. It was launched
at the 2007 UN Summit in which the Global Compact Leaders met in Geneva - United
Nations Global Compact. The principles provide a framework of commitment for
academic institutions to promote sustainability and social responsibility through the
incorporation of universal values into curricula and research.
As an institution of higher learning involved in the education of current and future
managers we are voluntarily committed to engaging in a continuous process of
improvement made of the following Principles and their application, reporting on our

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progress to stakeholders and exchanging effective practices with other academic
institutions:

Principle 1
Purpose:
We will develop the capabilities of students to be future generators of sustainable value
for business and society as a whole, and to work for an inclusive and sustainable global
economy.

Principle 2
Values:
We incorporate into our academic activities and curricula the values of global social
responsibility as have been described in international initiatives such as the Global
Compact of the United Nations.

Principle 3
Method:
We will create educational frameworks, materials, processes and environments that
enable effective learning experiences for responsible leadership.

Principle 4
Research:
We will engage in conceptual and empirical research that advances our understanding
about the role, dynamics and impact of corporations in the creation of sustainable social,
environmental, and economic value.

Principle 5
Partnership:
We interact with managers of business corporations to extend our knowledge of their
challenges in meeting their social and environmental responsibilities and to explore
jointly effective approaches to meeting these challenges.

Principle 6
Dialogue:
Facilitate and support dialogue and debate among educators, business, government,
consumers, media, civil society organizations and other stakeholders on critical issues
related to global social responsibility and sustainability.

We understand that our own organizational practices should serve as an example of

the values and attitudes we convey to our students.

III. GENERAL OBJECTIVES

At the end of the course students will be able to apply the concepts, techniques and
basic tools of marketing in a local and global business environment.

IV. SPECIFIC OBJECTIVES

1. Understand the marketing process.

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 2. Learn to do a market segmentation and target segment selection.
3. Design a clear and distinctive positioning strategy.
4. Develop a marketing program (marketing mix).
5. Evaluate product and brand strategies for a target segment.
6. Evaluate the basic criteria for product and service pricing.
7. Evaluate the most convenient distribution channel structure.
8. Analyze the promotion mix tools necessary to communicate and interact with
customers.

V. ANALYTIC PROGRAM

FIRST WEEK
INTRODUCTION TO THE COURSE. Schedule assessments. Student representative
(delegado) election.

Definition of Marketing and the marketing process. a) Understanding the market and
customer needs; b) How to design a marketing strategy; c) Marketing Program; d)
Building profitable customer relationships; e) Delivering and obtaining value.

SECOND WEEK
MAIN CONCEPTS. Needs, desires, demand, exchange, market offerings.
segmentation, value proposition, positioning, customer perceived value, customer
satisfaction, customer loyalty (customer retention), lifetime value of the customer,
customer participation. Ethical marketing.

THIRD WEEK
STRATEGIC PLANNING: How corporate level strategies impact marketing decisions.
definition of the mission, corporate goals, business portfolio, marketing planning.
Boston Consulting Group (BCG) matrix, Ansoff matrix. Examples and exercises.

FOURTH WEEK
MARKETING INFORMATION. What is marketing information? Macro-environment and
micro-environment. Identifying opportunities in the environment.

Marketing information process: a) determining information needs; b) development of

marketing information; c) data analysis and decision making. D) marketing intelligence
and the market research process. Ethics in marketing research.

FIFTH WEEK
CONSUMER BEHAVIOR: Consumer markets and consumer buying decision process.
Factors influencing the purchasing behavior. Stages of the buying process. Adoption of
new products. Differences between consumer, buyer and customer.

SIXTH WEEK
SEGMENTATION AND TARGET MARKET. How to do a market segmentation.
Variables for market segmentation. Target market selection.

SEVENTH WEEK
POSITIONING AND DIFFERENTIATION: Business differentiation. Competitive
advantage. Creating a positioning statement.

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 Positioning strategies or value proposition. Ethics in marketing strategy.

EIGHTH WEEK
Mandatory closure of evaluations: application of the last evaluation of EC1.
Review of topics or review of evaluation

NINTH WEEK
PRODUCTS AND BRANDS: Product Definition. Classification of products. Product
decisions (attributes, brand, packaging, labeling, warranty and support services).
Product line decisions. Product mix decisions. Branding strategies. Introduction to
Marketing Services.

TENTH WEEK
NEW PRODUCT DEVELOPMENT: Development of new products. New product
Management. Product life cycle.

ELEVENTH WEEK
PRICES: Price and value definition. Importance of price in the marketing mix. Factors
to consider for pricing (internal and external factors). Pricing strategies. Selecting the
pricing method. Final price determination.

TWELFTH WEEK
DISTRIBUTION CHANNELS: Definition of distribution channel and the value created by
intermediaries. Channel level (direct and indirect). Channel structure. Designing a
distribution channel. Distribution strategies (intensive, selective or exclusive). Retail and
wholesale.

THIRTEENTH AND FOURTEENTH WEEK

INTEGRATED COMMUNICATION: Integrated Marketing Communication.
Communication strategies (push and pull). Promotional mix tools:
a) advertising, b) sales promotion, c) public relations, d) personal selling, e) direct and
interactive marketing. Social responsibility of marketing communication.

FFTEENTH WEEK
Group presentations (exposiciones orales)

SIXTEENTH WEEK
Mandatory closing of evaluations: application of the last evaluation of EC2.
Review of topics or review of evaluation
Group presentations (exposiciones orales)

SEVENTEENTH WEEK
Delivery of notes.

VI. TEACHING METHODOLOGY - LEARNING

The University of Lima has designed the IATC Methodology to guide the teaching-learning
process and ensure the achievement of the objectives as follows:
• Impact: motivate and generate curiosity. Present objectives and agenda.
• Acquisition of learning: transmit knowledge with innovative strategies. Promote

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 interaction.
• Transfer of what has been learned: develop significant activities. Use didactic strategies
and techniques.
• Closing of the learning: concluding on the learning. Reflect on the achievement of the
goal.

Apart from lectures the course involves:

• The analysis and discussion of cases.

• Individual exams.
• Active participation of students.

It is expected that students dedicate at least four hours of study per week outside
class hours.

VII. EVALUATION SYSTEM

The final grade (NF o nota final) is the result of the following:

Evaluación Continua 1 (EC1) 50 %

Evaluación Continua 2 (EC2) 50 %

Type of %
EC Week Goals evaluated
evaluation
4 Written exam 30% Goals 1 and 2

EC1 6 Research 40% Critical analysis, research

(50 %) project abilities and reflection.
8 Written exam 30% Goals 1 and 2

13 Written exam 30% Goals 3, 6 and 7

EC2
(50 %) 15 y 16 Research 40% Goals 3,4,5,6,7 and 8.
project

VIII. REFERENCES

MANDATORY

Flores, A.; Olavarría, A.; Valera, G. & Vásquez, R. (2020). Sustainability and Branding in
Retail: A Model of Chain of Effects. Sustainability, 12(14), 1-15.
https://doi.org/10.3390/su12145800

Kotler, P., & Armstrong, G. (2016). ). Basics of Marketing (13th ed.) Mexico:
Pearson Education.

ISBN E-BOOK:9786073238465

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 Hernández Sampieri, R. (2014). Research Methodology (6th. Ed.) México: McGraw Hill
Interamericana.

Lamb, Ch.;Hair, J. Jr.&Mc Daniel, C. (2018). MKTG Marketing (7th ed) Mexico. Cengage
Learning.

ISBN E-BOOK: 9786075266657

ADDITIONAL

Dominguez Díaz, P. M., Mezarina Beltrán, E. M., & Urbina Rivera, C. M. (2022). Manual de
herramientas de creatividad e innovación. Universidad de Liam, Fondo Editorial.

Kerin, R., Hartley, S., &Rudelius, W. (2019). Marketing (11th ed.). México: McGraw Hill
Interamericana.

ISBN E-BOOK:9781260092110

Stanton, W., Etzel, M., & Walker, B. (2007). Basics of Marketing (14th ed.).
Mexico: McGraw Hill Interamericana.

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You can find relevant information from the following sources as well:

E-Libro
https://ezproxy.ulima.edu.pe/login?url=https://elibro.net/es/lc/ulima/inicio

Springer: Business and

Economicshttp://webaloe.ulima.edu.pe/portalUL/bi/baseDatosEtech/index.jsp?BD=BI_RUTA_SPRIN
GER

Springer: Business and Management

http://webaloe.ulima.edu.pe/portalUL/bi/baseDatosEtech/index.jsp?BD=BI_RUTA_SPRIMAT

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