| Center |
| Faculty of Economics |
| Departament |
| Marketing and Market Research |
| Lecturers in charge |
| G8292 - ANTONIO CARLOS CUENCA BALLESTER |
| Met. Docent |
| Final exam (80%) + Continous Assessment (20%). Seminars will consist of individual tasks such as complementary readings, text analysis, problem solving and case studies. Course Leader: Antonio C. Cuenca Ballester |
| Met. Avaluació |
| Final examination - - |
| Bibliografia |
| ALLE, D. (1994). Desarrollo con éxito de nuevos productos. Folio, Biblioteca de Empresa, Barcelona KAPFERER, J.N. (1992) La marca, capital de la empresa. Principios y control de su gestión. Expansión Deusto. Bilbao WIND, Y.J. (1982) Product Policy: Concepts, Mehtods and Strategy. Addison Wesley Publishing Company. Reading, Massachusetts. Etc |
| Continguts |
| To analyse the decision-making process in the areas of price and product from a marketing perspective and from a short and long term point of view. This enables students to design , study and develop new products and to analyse, plan and evaluate price-fixing strategies. List of contents: FIRST. PRICING 1.-GENERAL ASPECTS 2.-PRICE-FIXING BASED ON COSTS, DEMAND AND RIVALRY 3.-PRICING RELEVANT FACTORS 4.- PRICING STRATEGY SECOND PART. PRODUCT 5.- PRODUCT POLICY AND MANAGEMENT 6.- PRODUCT LIFE-CYCLE 7.- PRODUCT CLASSIFICATION AND POSITIONING 8.- PLANIFICATION AND PRODUCT PORTFOLIO 9.- NEW PRODUCT DEVELOPMENT 10.- PRODUCT MANAGEMENT AND DECISION |