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OBJECTIVE Present the students with the fundamentals of strategic and product marketing, identifying the mechanisms of both areas. DESCRIPTION Evaluates the marketing approach versus other traditional approaches: production, selling, commercialisation. Reviews the basic concepts of marketing and the main strategies used by companies to launch and position products, using market analysis techniques, methods of data evaluation and decision-making processes. BIBLIOGRAPHY KOTLER, P. & ARMSTRONG, G.: Fundamentos de Marketing (6th edition). Pearson Educación, México 2003 METHODOLOGY Conceptual explanation by the professor and interactive application to real cases, requiring students to participate in evaluating the attitudes and methods of institutions or brands. EVALUATION 20% class attendance and participation, 80% multiple choice final exam.
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