Pregrado

Program: Undergraduate
Course: Fundamentals of Marketing
Code: ADMI 2301_03
Faculty: Facultad de Administración
Semester: II-2022
Time: Section 3: Mondays and Thursdays 9.30-10:50
Section 2: Mondays and Thursdays 11.00-12:20

Lecturer: Burcu Sezen: b.sezen@uniandes.edu.co

Student hours: Appointment by e-mail

1. Course overview

People often think about “marketing” strictly as advertising — a highly visible activity by which
organizations try to persuade customers to buy products and services. However, marketing is much more than
advertising alone; even the most skillful marketer cannot make customers buy things that they don't want. Rather,
marketing involves: (1) identifying customer needs, (2) satisfying these needs with the right product and/or
service, (3) assuring availability to customers through the best distribution channels, (4) using promotional
activities in ways that motivate purchase as effectively as possible, and (5) choosing a suitable price to boost the
firm’s profitability while also maintaining customer satisfaction.
These decisions – product, distribution, promotion, and price – comprise the marketing mix.
Together with a rigorous analysis of the customers, competitors, and the overall business
environment, they are the key activities of marketing management, and they are crucial ones:
failure to find the right combination of the “mix” may result in product (or service) failure. In turn, that means
loss of revenue, loss of jobs, and economic inefficiency.
The world of marketing is a dynamic and exciting where you can use both your analytical and creative abilities.
Whether your dream job is in marketing or not, everyone should have an excellent command of marketing
concepts as they will be inevitably working with marketers in the future.

}
Página 1
 Pregrado

2. Generic learning goals

• To awaken in the student the interest in Marketing, understood as a system of action and thought present in all
spheres of society, highlighting the role it plays in business organizations.

• Introduce students to the Fundamentals of Marketing seen in their strategic and operational perspective. Show
the set of decisions related to the marketing mix.

3. Methodology

• Mandatory Reading before class

• Lectures
• Discussion of current and historical examples
• Two mid-term exams
• Quizzes
• Case studies (where you will be given information to make decisions in the position of a Brand or
Marketing Manager)
• Marketing Plan

Página 2
 Pregrado

4. Contents

Date Content
MON
1 Introduction to Course
AUG.8th
Kotler Ch.1: Marketing: Managing “Profitable” Relationships
THURS.
2 (focus on p.28-38)
AUG.11th
Chernev: Ch.1
MON
3 NATIONAL HOLIDAY
AUG. 15th
THURS.
4 Kotler Ch.3: The Marketing Environment
AUG. 18th
MON
5 Kotler Ch.4: Managing Marketing Information
AUG.22nd
THURS.
6 Kotler Ch.4: Managing Marketing Information
AUG. 25th
MON.
7 SEMANA DE INMERSION
AUG. 29th
THURS
8 SEMANA DE INMERSION
SEPT. 1st
MON.
Kotler Ch.5: Buyers’ behavior
9 SEPT.5th
THURS.
10 Kotler Ch.5: Buyers’ behavior
SEPT. 8th
Situation Analysis Presentations (Selected teams present,
MON.
11 handing in both presentation and write-up; all other teams
SEPT. 12th
hand in report only (max.20 pages.)
THURS. Chernev Ch.4 Marketing Strategy: Segmentation and
12
SEPT. 15th Targeting
MON. Chernev Ch. 5 Marketing Strategy: Creating Customer Value
13
SEPT. 19th by Developing a Value Proposition and Positioning
THURS.
14 Continue Marketing Strategy/Review for Exam
SEPT. 22nd

Case 1 Group Presentations (Selected teams present,

MON.
15 handing in both presentation and write-up; all other teams
SEPT.26th
hand in 3-5 page write-up as answer to Case Questions.)

THURS
16 Midterm Exam I-Postponed
SEPT. 29th
MON.
17 SEMANA DE RECESO
OCT. 3rd
THURS.
18 SEMANA DE RECESO
OCT. 6th

Página 3
 Pregrado

MON. Ch.8 Product, Marketing Management, Kotler & Keller (see

19
OCT.10th pdf in relevant module.)
THURS.
Midterm Exam I
20 OCT. 13th
MON.
21 NATIONAL HOLIDAY
OCT. 17th
Ch.9: New Product Development Processes, Kotler et al.
THURS. (from main book with link on Syllabus); Ch. 10 Building
22
OCT. 20th Strong Brands, Marketing Management, Kotler & Keller
(selected pages put under relevant module in Bloque Neon.)
Ch.12 Managing Integrated Marketing Communications
MON. (IMC), Marketing Management, Kotler & Keller (see pdf in
23
OCT. 24th relevant module in Bloque Neon.)

Case 2 Group Presentations (Selected teams present,

THURS. handing in both presentation and write-up; all other teams
24
OCT. 27th hand in 3-5 page write-up as answer to Case Questions.)

Quiz start of class on Product.

MON.
25 Ch.13 IMC in Digital Age, Marketing Management, Kotler
OCT. 31st
& Keller (see pdf in relevant module in Bloque Neon.)
THURS.
26 Ch.10: Pricing, Chernev (see pdf in relevant module).
NOV.3rd
MON.
27 NATIONAL HOLIDAY
NOV.7th
THURS
28 Ch.10: Pricing, Chernev
NOV.10th
MON.
29 NATIONAL HOLIDAY
NOV.14th
Ch.15 Designing and Managing Distribution Channels,
THURS. Marketing Management, Kotler & Keller (see pdf in relevant
30
NOV.17th module.)

MON. Quiz start of class on Promotion, Price & Place.

31
NOV.21st Digital Marketing, reading TBA (to be announced)
THURS. Ch.19: International Marketing, Kotler et al. (from main
32
NOV.24th book with link on Syllabus).
MON. Midterm II
33
NOV. 28th
Case 3 Group Presentations (Selected teams present,
THURS.
34 handing in both presentation and write-up; all other teams
DEC. 1st
hand in 3-5 page write-up as answer to Case Questions.)

Página 4
 Pregrado

Assessment
Midterm 1 20%
Midterm 2 20%
Case Studies (3) 24%
Situation Analysis 6%
In-Class Work 10%
In-Class Assignments 5%
Quizzes 5%
Final Term Project Report 15%
Assigned Group Presentations 5%
(for Situation Analysis, Case Studies)

Case Write-ups and Case Presentations/Discussion in Class

During the course, we will discuss marketing cases spanning different countries and industries. You are asked
to hand in a three-five page answer to a question (or a set of questions) that will be announced on Bloque Neon.
The case write-ups are to be done in groups, and have to be uploaded to the relevant link on Bloque Neon
before the case discussions take place. On the day of the case discussion, some student groups will be assigned
to make a presentation about the case. Therefore, every group is responsible for submitting a case write-up, but
only the assigned groups for that week will do the presentation.

General Guidelines

• Written reports should be presented in paper and uploaded to Bloque Neon Plus at the time and date agreed
• Written work handed in late will be punished by reduction in the final grade. Final grade will be reduced by
0.5 points for each day of delay. For example: if the grade was 3.0 and you handed in two days late the final
will be 2.0.
• Every person is responsible for the group assignments. No individual grades will be given for group work.

Evaluation criteria:

Written reports:
• Depth of analysis
• Good use of language
• The use of external references are encouraged
• Cites and references: http://debu.uniandes.edu.co

Oral presentation:
• Group participation
• Good use of PowerPoint or similar

Página 5
 Pregrado

• Content robustness and

questions handling
• Timing

Assignment questions/Quizzes:

There may be multiple choice or open-ended questions to be completed before some classes, to be done
individually. This is to ensure that everyone does the reading on time. Also, during or at the end of each class
there can be a short quiz to ensure that everyone has understood the main concepts of that class.

Teaching assistants

They will help with class preparation and in-class activities. They won’t offer extra classes.

Textbook

Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., Tan, C. T., & Ho-Ming, O. (2017). Principles of
marketing: an Asian perspective. Pearson/Prentice-Hall.
Available at: http://www.ebooks7-24.com.ezproxy.uniandes.edu.co:8080/?il=9134

Chernev, Alexander (2014), Strategic Marketing Management: The Framework (Specific chapters will be
uploaded to the relevant module on Bloque Neon.)

Additional readings will be distributed in pdf format via Bloque Neon.

Página 6