|
|||||
Disciplina asociada:Mercadotecnia |
|||||
Escuela:
Negocios
|
|||||
Departamento Académico:
Mercadotecnia y Análisis
|
|||||
Programas académicos: |
|||||
Requisitos:(Haber Aprobado MT00881) |
|||||
Equivalencia:MT95894 |
|||||
Intención del curso en el contexto general del plan de estudios: |
|||||
Objetivo general de la Unidad de Formación: |
|||||
| Al terminar el curso el estudiante diseñará programas coordinados de comunicación comercial entre las empresas y los mercados a los que sirven desde una visión de Comunicación Integral de Mercados. Para lograr este objetivo se integran contenidos aprendidos en cursos anteriores y se complementan con conocimientos sobre nuevas formas de promocionar productos y servicios. | |||||
Técnica didáctica sugerida: |
|||||
| No especificado | |||||
Bibliografía sugerida: |
|||||
|
LIBROS DE TEXTO: * Duncan, Tom (Thomas R.), IMC : using advertising and promotion to build brands, 1st ed., Boston : McGraw-Hill, 2002., 025621476X (alk. paper) * Fill, Chris, Marketing Communications: Frameworks, Theories and Applications, Prentice Hall Europe, 1995, eng, LIBROS DE CONSULTA: * Rossiter, John R., Advertising and promotion management, Mcgraw Hill, 1987, Inglés, * Rossiter , John R., Advertising Communications and Promotion Management, 2, Irwin Mc Graw Hill, 1996, eng, * Maas, Jane, Better Brochures Catalogs and Mailing Pieces, St. Martin´s Press, eng, * Marconi, Joe, Brand Marketing, Ntc Business Book, 2000, * Stern, Louis W., Adel I. El-Ansary, Anne T. Coughlan e Ignacio Cruz Roche, Canales de Comercialización, Prentice Hall, 1998, esp, * Anderson, Alan H., David Kleiner, Effective Marketing Communications: A Skills and Activity Based Approach, 1995, eng, * Thorson, Esther, Jeri Moore, Integrated Communication, Sinergy of Persuasive Voices, 1995, eng, * Sirgy, Joseph M., Integrated Marketing Communications: A System Approach, Prentice Hall, 1998, eng, * Schwartz, Evan I., La Empresa en marcha en la World Wide Web. La producción, la distribución y el consumo de bienes, servicios e ideas en el nuevo medio, Deusto S.A. Bilbao, esp, * Rothschild, Michael L, Marketing Communications: From Fundamentals to Strategies, 1987, eng, * Burnett, John J., Promoción : conceptos y estrategias, McGraw-Hill, 1997, Español, * Stanley, Richard E., Promotion : advertising, publicity, personal selling, sales promotion, Ntc Business Book, 1997, Inglés, * Engel, James F., Promotional strategy : managing the marketing communications process., 8a ed., Publisher, 1994, Inglés, * Goldman, Jordan, Relaciones Públicas en la Mezcla de Mercadotecnia, Mc Graw Hill, 1991, esp, * Petersen, Christian, Alan Toop, Sales Promotion in Postmodern Marketing, 1994, eng, * White, Jon, Laura Mazur, Strategic Communications Management: Making Public Relations Work, Addison-Wesley Publishing Company, 1995, eng, * Caywood, Clarke L., The handbook Of Strategic Public Relations & Integrated Communications, Mc Graw Hill, 1997, eng, * Bayne, Kim M, The Internet Marketing Plan, A practical handbook for creating, implementing and assesing your online presence, John Wiley & Sons, eng, |
|||||
Perfil del Profesor: |
|||||
|
(521401)Maestría en Mercadotecnia ; (521401)Doctorado en Mercadotecnia ; (520201)Maestría en Administración/Dirección de Negocios ; (520201)Doctorado en Administración/Dirección de Negocios CIP: 521401, 520201 |
|||||
|
|||||
Discipline:Marketing |
|||||
School:
Business
|
|||||
Academic Department:
Marketing and Analysis
|
|||||
Programs: |
|||||
Prerequisites:( MT00881) |
|||||
Equivalences:MT95894 |
|||||
Course intention within the general study plan context: |
|||||
Course objective: |
|||||
| Review of the concepts of marketing philosophy and promotion. The promotion mix. Sales promotion. Personal sales from the promotional standpoint. Public relations and publicity. | |||||
Teaching and learning tecniques: |
|||||
| Not Specified | |||||
Suggested Bibliography: |
|||||
|
TEXT BOOKS: * Duncan, Tom (Thomas R.), IMC : using advertising and promotion to build brands, 1st ed., Boston : McGraw-Hill, 2002., 025621476X (alk. paper) * Fill, Chris, Marketing Communications: Frameworks, Theories and Applications, Prentice Hall Europe, 1995, eng, BOOKS FOR CONSULTATION: * Rossiter, John R., Advertising and promotion management, Mcgraw Hill, 1987, Inglés, * Rossiter , John R., Advertising Communications and Promotion Management, 2, Irwin Mc Graw Hill, 1996, eng, * Maas, Jane, Better Brochures Catalogs and Mailing Pieces, St. Martin´s Press, eng, * Marconi, Joe, Brand Marketing, Ntc Business Book, 2000, * Stern, Louis W., Adel I. El-Ansary, Anne T. Coughlan e Ignacio Cruz Roche, Canales de Comercialización, Prentice Hall, 1998, esp, * Anderson, Alan H., David Kleiner, Effective Marketing Communications: A Skills and Activity Based Approach, 1995, eng, * Thorson, Esther, Jeri Moore, Integrated Communication, Sinergy of Persuasive Voices, 1995, eng, * Sirgy, Joseph M., Integrated Marketing Communications: A System Approach, Prentice Hall, 1998, eng, * Schwartz, Evan I., La Empresa en marcha en la World Wide Web. La producción, la distribución y el consumo de bienes, servicios e ideas en el nuevo medio, Deusto S.A. Bilbao, esp, * Rothschild, Michael L, Marketing Communications: From Fundamentals to Strategies, 1987, eng, * Burnett, John J., Promoción : conceptos y estrategias, McGraw-Hill, 1997, Español, * Stanley, Richard E., Promotion : advertising, publicity, personal selling, sales promotion, Ntc Business Book, 1997, Inglés, * Engel, James F., Promotional strategy : managing the marketing communications process., 8a ed., Publisher, 1994, Inglés, * Goldman, Jordan, Relaciones Públicas en la Mezcla de Mercadotecnia, Mc Graw Hill, 1991, esp, * Petersen, Christian, Alan Toop, Sales Promotion in Postmodern Marketing, 1994, eng, * White, Jon, Laura Mazur, Strategic Communications Management: Making Public Relations Work, Addison-Wesley Publishing Company, 1995, eng, * Caywood, Clarke L., The handbook Of Strategic Public Relations & Integrated Communications, Mc Graw Hill, 1997, eng, * Bayne, Kim M, The Internet Marketing Plan, A practical handbook for creating, implementing and assesing your online presence, John Wiley & Sons, eng, |
|||||
Academic credentials required to teach the course: |
|||||
|
(521401)Master Degree in Marketing and (521401)Doctoral Degree in Marketing and (520201)Master Degree in Business Administration/Management and (520201)Doctoral Degree in Business Administration/Management CIP: 521401, 520201 |
|||||
