Silabo - STRATEGIC MARKETING

Code: F15D-PP-PR-01.
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Version: 12
SYLLABUS Date: 19/01/2024
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FACULTY OF CIENCIAS EMPRESARIALES

PROGRAM OF MARKETING Y DIRECCIÓN DE EMPRESAS
SYLLABUS OF STRATEGIC MARKETING
I. GENERAL INFORMATION
1.1 Academic Unit or Program: MARKETING Y DIRECCIÓN DE EMPRESAS

1.2 Modality of Studies: IN CLASSROOM
1.3 Academic semester: 202401
1.4 Study cycle: VIII
1.5 Requirements: MÉTRICAS EN MARKETING(MEDL714), INTEGRIDAD EMPRESARIAL(MEDL716 )
1.6 Type of Course: Required
1.7 Number of Credits: 4.5
1.8 Duration: 16 weeks (05/04/2024 - 19/07/2024)
1.9 No. of total hours: 80.00 (64.00 Theory y 16.00 Practice)
(80.00 face-to-face y 0.00 virtual )
Theory (Presencial: 64.00 horas - Virtual: 0.00 horas)
Practice (Presencial: 16.00 horas - Virtual: 0.00 horas)
1.10 Professor(s) / Virtual Tutor(s): Lizbeth Giovanna Ralli Magipo (LRALLIMA@ucvvirtual.edu.pe)
II. COMPETENCYS GRADUATE PROFILE
This syllabus contributes to the following competencies of the graduate profiledo:
SPECIFIC COMPETENCIES
Design strategies to increase the value of the brand in a sustainable way.
GENERIC COMPETENCE
Develop investigative skills in and for research, generating knowledge that promotes processes of permanent training in the student.
III. SUMARY
The curricular experience belongs to the area of specialty studies is of a theoretical- practical and mandatory nature. Its purpose is that the student will be able to
develop a strategic marketing plan to increase the value of the brand in a sustainable manner. It covers the following aspects: Strategic Marketing Analysis, Marketing
Strategies and Strategic Marketing Plan.
IV. ACADEMIC PROGRAMMING
CROSS-CUTTING THEMES
Entrepreneurship.
4.1 FIRST UNIT: Strategic Marketing Analysis.
4.1.1. DURACIÓN: 5 Sessions (01/04/2024 - 04/05/2024)
LEARNING OUTCOME:
Performs strategic marketing analysis establishing the current competitive situation of the organization.
ATTITUDE:
Search for solutions.
EVIDENCE OF
SESSION CONTENTS / DIDACTIC STRATEGIESS DIDACTIC STRATEGIES
LEARNING
1 Strategic marketing planning. Customer Focus Strategic marketing vs. operational Cooperative learning. Graphic organizer: Strategic
Centro de Formación
Elaboró Docente y Desarrollo Revisó Responsable del SGC Aprobó Vicerectorado Académico
de Contenidos
Nota: Cualquier documento impreso diferente del original, y cualquier archivo electrónico que se encuentren fuera del campus virtual Trilce serán considerados como COPIA NO CONTROLADA.
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marketing. marketing vs. operational

marketing.
2 Analysis of the external environment and Analysis of the internal environment Case method Case report
3 Strategic analysis using matrices: BCG, GE. Case method Case Report
4 Strategic analysis using matrices: Competitive Positioning, Marketing Inquiry Based Learning. Academic Report.
Prioritization, Customer Portfolio. Formative. Research: Academic Report I.
5 Risk and Opportunity Analysis: Financial, Operational, Reputational, Growth, Midterm Exam I Midterm Exam I
and Other Risks. Midterm Exam I
4.2 SECOND UNIT: Marketing Strategies.
LEARNING OUTCOME:
Formulate marketing strategies considering the objectives strategic.
ATTITUDE:
Assumes risks and commitments
EVIDENCE OF
LEARNING
6 Formulation of strategic marketing objectives: SMART (Specific, Measurable, Cooperative learning. Graphic Organizer:
Achievable, Relevant, Time-bound). Formulation of strategic
marketing objective
7 Market segmentation and selection of target segments. Strategies Potential market Case method Case report
and target market Forum.
8 Brand positioning: identification of unique value proposition and differentiation Case method Case report
in the market. Differential benefit.
9 Brand management and Development of marketing strategies. Case method Case report
10 Evaluation of laggards and recovery of the midterm exam I. Midterm exam II. Evaluation of laggards and Evaluation of laggards and
recovery of the midterm exam recovery of the midterm exam
I. Midterm exam II. I. Midterm exam II.
4.3 THIRD UNIT: Strategic planning.
LEARNING OUTCOME:
Develop a strategic marketing plan based on the results of the analysis and the strategies proposed for increase the value of the brand in a sustainable way.
ATTITUDE:
Provides improvements.
EVIDENCE OF
LEARNING
11 The artificial intelligence and its efficiency in digital marketing strategies Case method. Case report
12 Development of marketing mix: product and price. Case method Case report
13 Development of marketing mix: place and promotion Case Method Case report
14 Development of action plans and allocation of resources to execute the proposed Inquiry Based Learning. Final Academic Report.
strategies. Final Academic Report (INV).
15 Control and Evaluation Systems of the Strategic Plan: Analysis and Results Case method. Intermediate Certification
Project (PCI).
16 Evaluation of latecomers and recovery of Partial Exam II. Final exam: Final Evaluation of laggards and Evaluation of laggards and
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report and presentation of applied project. (AS- service-learning methodology). recovery of partial exam II. recovery of partial exam II.
Final exam. Final exam.
V. RESOURCES AND MATERIALS
Medios: Plataforma de aprendizaje virtual (Blackboard Learn Ultra), Trilce, Herramienta Zoom, Padlet, Menti, Kahoot, Miro, Canva, Wordwall, videos, Blogger y
otros. Materiales: Plumones, pizarra, mota. Texto en inglés. Texto para consulta e investigación: libro digitales, guías, artículos, revistas, material audiovisual e
informáticos: videos, recursos electrónicos, fotografías, infografía, manual APA.
VI. EVALUATION
6.1. GRADING CHART
UNIT
UNIDAD EVIDENCE OF LEARNING CODE WEIGHTING EVALUATION TOOL
DISTRIBUTION
1 Practical works TP 30 % 30 % Rubric
Formative research report (preview) INV 40 % Rubric
Mid-term exam I EP 30 % Rubric
Case report IF 40 % Rubric
Mid-term exam II EP 30 % Rubric
Formative research report (final) INV 40 % Rubric
Intermediate Certification Project (PCI). PCI 10 % Rubric
Final exam EF 30 % Rubric
6.2. AVERAGES
FIRST UNIT (X1) SECOND UNIT (X2) THIRD UNIT (X3)
X1 = 0.30*TP+ 0.40*INV+ X2 = 0.30*TP+ 0.40*IF+ 0.30*EP X3 = 0.20*TP+ 0.40*INV+

0.30*EP 0.10*PCI+ 0.30*EF
FINAL (XF)
XF = 0.30*X1+ 0.30*X2+ 0.40*X3
6.3. APPROVAL REQUIREMENTS
The minimum passing score is 11. Only in the final average the fraction equivalent or greater than 0.5 will be rounded to the next higher digit. The 30% of unexcused
absences disqualifies the student to take the final evaluation. Unexcused absences to practice or exams will begraded (00). The student who for any reason did not
take one of the partial exams, may take them in the late exam period, in case of non- attendance, he/she will be graded with a zero (00). The student will have the
right to take only one exam, regardless of whether he/she is amake-up student or a latecomer.
VII. BIBLIOGRAPHY
VIII. BIBLIOGRAPHY
de Contenidos
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Library code BOOKS, JOURNALS, ARTICLES, THESES, WEB PAGES

Digital Books
Digital Books Andaleeb, S. S. y Hasan, K. (2016). Strategic Marketing Management in Asia: Case Studies and Lessons Across
Industries. (1st ed.). Emerald Publishing Limited.
https://ucv.primo.exlibrisgroup.com/permalink/51UCV_INST/p5e2np/cdi_proquest_ebookcentral_EBC4717168
Digital Books Arohuillca Huachohuillca, M. y Tantalean Tapia, I. (2018). “Marketing estratégico y su relación con la captación de
clientes en el Centro Comercial El Progreso II, Lima - 2018” [Tesis de pregrado, Universidad César Vallejo].
Universidad César Vallejo.
https://ucv.primo.exlibrisgroup.com/permalink/51UCV_INST/175ppoi/alma991002881773207001
Digital Books Drummond, G., Ensor, J. y Ashford, R. (2007). Strategic marketing : planning and control (3rd ed.). Routledge.
Digital Books Kendrick, T. (2006). Developing strategic marketing plans that really work: a toolkit for public libraries. Facet.
Digital Books Kendrick, T. (2021). Engaging your community through active strategic marketing : a practical guide for librarians and
information professionals. Facet Publishing.
Digital Books Lee, N., Rudd, J. y Jaakkola, M. (2016). Strategic marketing: New horizons in theory and research (1st ed.). Emerald
Publishing Limited.
https://ucv.primo.exlibrisgroup.com/permalink/51UCV_INST/p5e2np/cdi_proquest_ebookcentral_EBC4789479
Digital Books Mariadoss, B. J. y Echambadi, R. (2019). Future-focused strategic marketing. Nova Science Publishers.
Digital Books Nykiel, R. A. (2011). Marketing your business: a guide to developing a strategic marketing plan. Routledge
Digital Books Pitt, L. ; Treen, E. (2019). Special issue of the journal of strategic marketing 'the state of theory in strategic marketing
research - reviews and prospects'. Journal of strategic marketing, 27(2), 97-99.
https://ucv.primo.exlibrisgroup.com/permalink/51UCV_INST/p5e2np/cdi_unpaywall_primary_10_1080_0965254x
_2018_1550906
Digital Books Proctor, T. (2000). Strategic marketing: an introduction. Routledge.
Digital Books Rudd, J., Jaakkola, M. y Marshall, G. W. (2016). Strategic marketing : new horizons in theory and research. Emerald
Group Publishing Limited.
Digital Books Tsiotsou, R. H. y Goldsmith, R. E. (2012). Strategic marketing in tourism services (1st ed.). Emerald.
Digital Books Varadarajan, R. (2010). Strategic marketing and marketing strategy: domain, definition, fundamental issues and
foundational premises. Journal of the Academy of Marketing Science, 38(2), 119-140.
https://ucv.primo.exlibrisgroup.com/permalink/51UCV_INST/p5e2np/cdi_openaire_primary_doi_6589b0f3cca6f17
b15bb4f3e23288319
Digital journals
Digital journals Benyoussef-Zghidi, A., & Zaiem, I. (2017). Service orientation as a strategic marketing tool: the moderating effect of
business sector. Competitiveness review, 27 (1), 40-61.
https://ucv.primo.exlibrisgroup.com/permalink/51UCV_INST/p5e2np/cdi_emerald_primary_10_1108_CR-02-
2015-0012
Digital journals Cadogan, J. W. (2012). International marketing, strategic orientations and business success: Reflections on the path
ahead. International marketing review, 29 (4), 340-348.
https://ucv.primo.exlibrisgroup.com/permalink/51UCV_INST/p5e2np/cdi_openaire_primary_doi_f9761fbeaab4ee2
d6d93decf58c7353e
Digital journals Schiavone, F. y Simoni, M. (2019). Strategic marketing approaches for the diffusion of innovation in highly regulated
industrial markets: the value of market access. The Journal of business & industrial marketing, 34(7), 1606-1618.
https://ucv.primo.exlibrisgroup.com/permalink/51UCV_INST/p5e2np/cdi_proquest_journals_2301344863
Digital journals Smith, B. D. (2019). Between saying and doing is the ocean: an empirical exploration of the gap between strategic
marketing plans and their implementation in the life sciences industry. Journal of strategic marketing, 27(1), 38-49.
https://ucv.primo.exlibrisgroup.com/permalink/51UCV_INST/p5e2np/cdi_crossref_primary_10_1080_0965254X_
2017_1384041
Digital journals Trim, P. R., Lee, Y. I. y Calof, J. L. (2008). A strategic marketing intelligence and multi-organisational resilience
framework. European journal of marketing, 42(7/8), 731-745.
https://ucv.primo.exlibrisgroup.com/permalink/51UCV_INST/p5e2np/cdi_proquest_journals_237032855
Digital journals Truong, Y. y Simmons, G. (2010). Perceived intrusiveness in digital advertising: strategic marketing implications.
Journal of strategic marketing, 18(3), 239-256.
https://ucv.primo.exlibrisgroup.com/permalink/51UCV_INST/p5e2np/cdi_openaire_primary_doi_2eb55abb4e2fee
cc9bde75d56b1888d2
Digital journals Volle, P. (2022). Rhetorical history and strategic marketing: the example of Starbucks. Journal of historical research in
marketing, 14(1), 111-129.
https://ucv.primo.exlibrisgroup.com/permalink/51UCV_INST/p5e2np/cdi_hal_primary_oai_HAL_hal_03591259v1
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Code: F15D-PP-PR-01.

FACULTY OF CIENCIAS EMPRESARIALES

1.1 Academic Unit or Program: MARKETING Y DIRECCIÓN DE EMPRESAS

II. COMPETENCYS GRADUATE PROFILE

This syllabus contributes to the following competencies of the graduate profiledo:

Design strategies to increase the value of the brand in a sustainable way.

IV. ACADEMIC PROGRAMMING

4.1 FIRST UNIT: Strategic Marketing Analysis.

4.1.1. DURACIÓN: 5 Sessions (01/04/2024 - 04/05/2024)

Search for solutions.

marketing. marketing vs. operational

4.2 SECOND UNIT: Marketing Strategies.

4.2.1. DURACIÓN: 5 Sessions (06/05/2024 - 08/06/2024)

Formulate marketing strategies considering the objectives strategic.

Assumes risks and commitments

4.3 THIRD UNIT: Strategic planning.

4.3.1. DURACIÓN: 6 Sessions (10/06/2024 - 20/07/2024)

V. RESOURCES AND MATERIALS

6.1. GRADING CHART

FIRST UNIT (X1) SECOND UNIT (X2) THIRD UNIT (X3)

X1 = 0.30*TP+ 0.40*INV+ X2 = 0.30*TP+ 0.40*IF+ 0.30*EP X3 = 0.20*TP+ 0.40*INV+

XF = 0.30*X1+ 0.30*X2+ 0.40*X3

6.3. APPROVAL REQUIREMENTS

Library code BOOKS, JOURNALS, ARTICLES, THESES, WEB PAGES

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X1 = 0.30TP+ 0.40INV+ X2 = 0.30TP+ 0.40IF+ 0.30EP X3 = 0.20TP+ 0.40*INV+

XF = 0.30X1+ 0.30X2+ 0.40*X3