Universitat Internacional de Catalunya
Marketing
Teaching staff
Students will be attended during lectures. If further attention is required, please schedule personally with the teacher during lectures.
Introduction
According to the American Marketing Association (2017), "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large". In the past few years, greater emphasis has been put on understanding customers, rather than simply focusing on production.
This course will explore the essential elements of sophisticated FMCG marketing, in order to enable the functional areas interacting with the product with the tools to effectively work with Marketing teams and understand the commercial targets.
The course is divided in 5 Blocks (Business Management B2B/B2C Innovation, Concept Development-Product Prototyping, Marketing Strategies-Branding, Marketing Fundamentals, Digital Transformation Opportunities) with 13 Lectures + 12 Practical Exercises sessions in class + 3 Assignments (2 group, 1 individual). Lectures combine the presentation and plenary discussion of relevant Theoretical Models (5C’s, Storytelling, etc…) and Different Challenging Business Examples/Case Studies in the context of International B2B/B2C Companies.
Pre-course requirements
It is expected that students have:
- a basic understanding of Marketing principles and practices;
- good level of spoken and written English.
Objectives
At the end of this course, you will be able to understand and apply concepts and knowledge relating to different aspects of marketing, relevant both in business to business and in consumer facing settings.
At the same time, you'll be developing transferrable skills such as value proposition design, idea generation, portfolio managment, new product launches and consumer purchase decision making.
Competences/Learning outcomes of the degree programme
- CB8 - Que los estudiantes sean capaces de integrar conocimientos y enfrentarse a la complejidad de formular juicios a partir de una información que, siendo incompleta o limitada, incluya reflexiones sobre las responsabilidades sociales y éticas vinculadas a la aplicación de sus conocimientos y juicios.
- CG2 - Capacidad de trabajo e integración en equipos humanos de trabajo multidisciplinares y multiculturales, y si procede, asumir el liderazgo.
- CG3 - Capacidad para generar nuevas ideas y evaluar de forma crítica las alternativas en presencia de múltiples criterios y actores.
- CT1 - Capacidad de comunicar de forma efectiva en un contexto profesional tanto verbalmente como por escrito en la propia lengua y al menos otra lengua extranjera (inglés).
- CT3 - Uso solvente de los recursos de información y capacidad de análisis y síntesis de la misma.
Learning outcomes of the subject
At the end of the program, students will be able to:
- understand the consumer decision making process
- understand local and global brand management
- segment consumer groups
- formulate value proposals, product concepts, brand positioning and company manifestos
- assess the communication strategy
- feed and manage an innovation funnel
Syllabus
- Purchase decision making
- Developing New Offerings
- Marketing in the Global Context
- The Interface between Marketing and Operations
- Innovation management
- Portfolio design
Teaching and learning activities
In person
This course requires regular attendance and active participation during each session.
As such, teaching and learning activities will ensure as much participation as possible from students and teamwork
Sessions will include a combination of:
- Lectures
- In-class discussions
- Case study analysis/discussion
- Individual and group exercises
- Students presentations
Evaluation systems and criteria
In person
1st assessment:
To qualify for a mark, students must deliver all assignments and personally attend at least 80% of lectures (less than 2 absences)
10% lecture involvement & participation
50% 3 assignments: 2 groups assignments (15% + 15%) + 1 individual assignment (20%)
40% exam
Minimum 4.0 out of 10.0 required to pass the course. If the exam grade is less than 4.0, the exam grade becomes the final course grade. The course is passed if the weighted average of ALL graded elements is 5.0 or higher.
2nd assessment:
100% exam
University rules regarding plagiary, IA misuse and ortography will be strictly enforced.Bibliography and resources
You can consult the following books:
Byron Sharp (2010). How Brands Grow. what marketers don't know. Oxford University Press
Ries, Eric, (2011). The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Crown Business.
Osterwalder, Alexander and Pigneur, Yves, (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. John Wiley & Sons, Inc.
Hollensen, S. (2019 or 2017) Global Marketing, 8th (or 7th) ed., Pearson Education (Harlow)
Kotler, P. and Keller, K. (2011) Marketing Management, 14th ed., Prentice Hall