Universitat Internacional de Catalunya
Marketing
Other languages of instruction: Catalan
Teaching staff
By appointment. In order to make an appointment, please request one by writing to:
- Doris Morales: dmorales@uic.es
Introduction
In this subject, the bases of Marketing as a business discipline will be established. The necessary tools will be provided in order to develop students' critical thinking, focusing on satisfying the target customer. By the end of the semestre, the student will be able to analyse and implement solid and coherent integrated marketing strategies and policies integrated within the corporate strategies.
Pre-course requirements
No pre-course requirements are needed to enrol in this subject
Objectives
To know and to understand marketing concepts, tools and functions, and to be able to contextualize these concepts within corporate strategy. Demonstrate strategic vision for decision making in business management.
Competences/Learning outcomes of the degree programme
- 01 CG - Capacity for self-evaluation and professional order
- 03 CG - The ability to work in a group
- 06 CG - The ability to read, analyze and synthesize
- 07 CG - The ability to confront difficulties and resolve problems
- 09 CG - The ability to innovate
- 14 CE - The ability to plan technical and human resources
- 45 CE - The ability and capacity to give a creative form to a journalistic message
- 47 CE - The ability and capacity to expertly and strategically manage of corporate communications
- 53 CE - The ability to know specialized areas of the journalistic profession
Learning outcomes of the subject
- They will dominate the strategies and processes for the creation and production of advertising, public relations and marketing in different media.
- They will become familiar with the basics of the discipline of marketing.
- They will learn to develop different business communication applications: point of sale, direct and promotional marketing, viral marketing, etc.
Syllabus
Unit 1. Introduction to Marketing
1.1 Marketing as a discipline of knowledge: concept, nature and scope
1.2 Functions and evolution of marketing
1.3 Elements and characters of the trade system
1.4 Marketing tools
1.5 The marketing plan
Unit 2. Consumers
2.1 Who and how are our consumers?
2.2 Consumer perceptions and behavior
2.3 The purchase process
2.4 From transactions to relationships: relationship marketing
2.5 Digital consumers
Unit 3. Segmentation, target group and positioning
3.1. The target group and the concept of market segmentation
3.2. Targeting criteria
3.3 Targeting strategies
3.4. Image and positioning
3.5. Types of positioning
3.6 Positioning as a strategic value
Unit 4. Managing Marketing Information
4.1 Market research
4.2 Qualitative research techniques
4.3 Quantitative research techniques
4.4 The process of market research
Unit 5. Marketing Mix: Product and Branding
5.1 Types of products and their components
5.2 The brand: value, identity and attributes
5.3 Brand strategies
5.4 New product development
5.5 The product portfolio
Unit 6. Marketing Mix: Promotion
6.1 Marketing Communication tools
6.1.1 Advertising
6.1.2 Public Relations
6.1.3 Sales promotion
6.1.4 Direct Marketing
6.1.5 Direct Sales
Unit 7. Marketing Mix: Price
7.1 Price as a revenue generator in the company
7.2 Price setting methods
7.3 Pricing Strategies
Unit 8. Marketing Mix: Distribution Channel
8.1 Distribution channel and its strategic implications
8.2 Design and implantation of distribution channels
8.3 Selection of intermediaries
8.4 Conflicts in the distribution channel
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 2,0 |
| Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. | 0,6 |
| Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. | 0,6 |
| Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 0.8 |
Evaluation systems and criteria
In person
50% Final exam. To be able to take an average, the exam grade must be equal to or greater than 4.
25% 4 partial tests (product, price, place, promotion).
15% Final project (marketing plan to be worked on in a group and presented in class at the end of the semester).
10% Class work (in relation to the contents of the subject).
Attendance and participation in class will be valued. In the case of the 2nd call, a theoretical-practical exam will have to be taken (100% final grade). In the case of the 3rd call, you can choose to follow the continuous evaluation (50% practices and 50% exam and both will have to be approved to be able to take the average) or take an exam (100% final grade).
Both the assignments and the exams to be taken will have to follow the following guidelines:
Be correctly referenced following APA regulations. You can consult these regulations at http://goo.gl/vggbp.
The regulations of the faculty will be strictly observed in cases of plagiarism, fraudulent use of AI and spelling mistakes.
Bibliography and resources
KOTLER, P. (2006): Dirección de Marketing (12 ed). Madrid: Prentice Hall.
MOLINÉ, M. El E-libro práctico del anunciante [en línia]. Available in: http://www.moline-consulting.com/ (Consulta: 08/09/20116).
SANTESMASES, M. (2007). Marketing. Conceptos y estrategias (5a. ed.). Madrid: Ediciones Pirámide.