Universitat Internacional de Catalunya

Marketing

Marketing
6
14595
3
First semester
OB
Main language of instruction: Catalan

Other languages of instruction: English, Spanish,

Teaching staff


Ms. ZUAZUA MENSA, David - dzuazua@uic.es

If you would like to meet me and discuss any topic, please send an email to rlpanlilio@uic.es.

                                   

Introduction

In today’s world, a thorough understanding of a company’s brand identity, its customers, competitors, and the underlying market environment is fundamental for any organization to remain relevant in a competitive world. In an increasingly digital world, marketing plays a vital role in reaching and influencing consumers across multiple platforms. For this reason, having a robust marketing strategy has become key for many companies.

As a business student, marketing is a core component in understanding how a business generates revenue. Marketing forms part of the larger sales funnel and greatly influences sales strategies. It is important that students develop marketing (and sales) knowledge and skills that will allow them to acknowledge its impact and make an impression on business results.

Pre-course requirements

This course is delivered in English. As such, an operative level of spoken and written English is expected.

As a student, you are asked to:

  • Show interest in the subject matter and an open mind to learning about the concepts and strategies of marketing.
  • Be committed to the course and actively participate in class discussions, exercises, and presentations.
  • Bring creativity and curiosity to each session. Marketing is both fun and analytical, and can serve as a developmental tool in both your personal and professional endeavors.

Objectives

At the end of the course, the student should be able to:
  • Know and understand the basic concepts of marketing.
  • Describe how external and internal factors impact companies’ marketing decisions.
  • Understand the relationship between the market and the brand, and how to make key decisions on what the market demands.
  • Analyze consumer buying behavior and its effects on marketing used by companies.
  • Understand how to apply the main marketing strategies and how they are executed by reputable companies across various industries.
  • Be aware of the impact of marketing on the individual.

Competences/Learning outcomes of the degree programme

  • 25 - To understand the commercial function of a company and its objectives.
  • 26 - To comprehend and use the basic concepts of marketing and the main sectorial policies and understand the commercial environment in which these companies operate.
  • 32 - To acquire problem solving skills based on quantitative and qualitative information.
  • 34 - To develop the ability to predict situations and anticipate events, as well as be able to recognise and interpret an economic situation within a specific context.
  • 50 - To acquire the ability to relate concepts, analyse and synthesise.
  • 51 - To develop decision making skills.
  • 53 - To acquire the skills necessary to learn autonomously.
  • 54 - To be able to express one’s ideas and formulate arguments in a logical and coherent way, both verbally and in writing.
  • 56 - To be able to create arguments which are conducive to critical and self-critical thinking.
  • 61 - To develop skills for adapting to new situations.
  • 62 - To acquire mechanisms that facilitate the adoption of ethical commitments.
  • 63 - To be able to analyse business related behaviour and decisions and evaluate them from an economic, social and ethical point of view.
  • 65 - To acquire the ability to put knowledge into practice.

Learning outcomes of the subject

Understand what is marketing, its importance to a business and in the market in general, and how to apply it in different business situations.

Syllabus

  1. Introduction to Marketing

  2. Business and marketing strategy

  3. Market research and methodologies

  4. Understanding the consumer

  5. Building a marketing plan

  6. SWOT

  7. PESTLE framework

  8. Creating marketing goals

  9. Segmentation, targeting, and positioning (STP)

  10. The 4 P’s

    • Product

    • Price

    • Place

    • Promotion

  11. Branding and communication

  12. Deep dive into digital channels

  13. The future of marketing

Teaching and learning activities

In person



This course is an introduction to the world of marketing and as such, will involve deep dives into basic themes and concepts. Marketing is also subjective and there is never just one solution. The class will require collaboration, engagement, and opinionated debate involving both the professor and students.

Each session will include a mix of the following teaching methodologies:

  • Class lectures
  • Debate and discussions
  • Case study analysis
  • Group exercises and presentations
  • Guest speakers

Evaluation systems and criteria

In person



First call:

Your final grade will be based on the following components: 

  • 25% Attendance and class participation (80% class attendance required)
  • 20% Class Exercises (Two highest will be counted)
  • 30% Group project
  • 25% Final exam (minimum 4/10 required to pass the course)


To pass the course, the student must achieve a grade of 60% or higher.


Second call:

The second call will be an individual exam. The final grade will take into account the group project with the following grade breakdown:

  • 30% Group project (The work that was done during the term)
  • 70% Exam (minimum 4/10 required to pass the course)


To pass the course, the student must achieve a grade of 60% or higher.


Bibliography and resources

For more in-depth information and reading material, you may consult the following books:

  • Kotler & Armstrong (2021). Principles of Marketing, 18th edition. Pearson Ed.
  • Blythe, J. and Martin J. (2019). Essentials of Marketing, 7th edition. Pearson Ed.
Print version