Universitat Internacional de Catalunya

Marketing of Cosmetics

Marketing of Cosmetics
3
15734
1
First semester
OB
Main language of instruction: English

Other languages of instruction: Catalan, Spanish,

Teaching staff


Mrs. WALSH, Mary Louise - mlwalsh@uic.es

Introduction

This subject will provide basic Marketing principles to scientists who have little or no previous knowledge in the field. The necessary tools will be provided in order to develop students' critical thinking, focusing on identifying and satisfying their target customer.

By the end of the course, the student will be able to create a specific marketing plan for their own cosmetic product line, analyse and implement solid and coherent integrated marketing strategies and policies.


Pre-course requirements

Students should have completed an undergraduate degree and gained access to the Official Master.

Objectives

To provide students with a clear understanding of the marketing concepts, tools and functions in the cosmetic industry. Students should also be able to demonstrate the ability to analyse market dynamics and consumer behaviour in the cosmetic industry, understand and integrate sustainability, innovation and make ethical choices in both the production of their cosmetic line and marketing strategy.

Learning outcomes of the subject

  1. Understand the evolution of cosmetics marketing. 
  2. Understand the key principles of marketing and how they apply to the cosmetic industry. 
  3. Develop and implement a marketing plan for your own cosmetic product / line of products.
  4. Create your brand story.
  5. Understand the role of sustainability and ethics in cosmetics marketing.

Syllabus

Unit 1: Introduction to Marketing in the Cosmetic Industry

1.1. Marketing, its role and evolution in the Cosmetic industry

1.2. Customer centric marketing

 

Unit 2: Clients and Potential Markets in the Cosmetics Industry

2.1 Identifying target market segments 

2.2 Understanding consumer behaviour 

2.3 Market research in the cosmetics industry


Unit 3: Strategies: Channels, Price, and Distribution

3.1 Developing effective pricing strategies 

3.2 Distribution models 

3.3 Digital marketing and e-commerce


Unit 4: Branding & Performance

4.1 Designing and managing products. The importance of sustainability and ethics in building your brand

4.2 Socially responsible marketing 

4.4 Building strong brands and customer loyalty through storytelling, influencers and social media

4.4. Metrics to assess brand performance 

4.5 AI platforms and tools


Unit 5: Marketing Interactions: Communication, Selling, and Formation

5.1 Designing communication campaigns: social media, digital platforms, and traditional media

5.2 Sales strategies for beauty products: direct selling, online sales, and partnerships

5.3 Formation of customer relationships and loyalty programs

5.4 Influencers and Brand Ambassadors


Teaching and learning activities

In person



 

TRAINING ACTIVITY

ECTS

CREDITS

Coaching sessions and workshops. Monitoring how students learn the content of the subject, for example, developing brand identity, pricing models, and digital marketing processes.  Students will work 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.

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Seminars. 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. We will analyse real-world marketing strategies of successful brands. 

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Lectures. In lectures, the professor will introduce and explain the key concepts in cosmetics marketing. In addition to transmitting content or knowledge, core values such as attitude, motivation, skills and work ethics will also be addressed. Students are encouraged to express their opinions and experiences related to the content with their peers.

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Bibliography and resources

J.N. Kapferer (2008): The New Strategic Brand Management (4th ed.)

Kotler, Keller & Chernev (2022): Marketing Management (16th ed.)

Karichin L. & Horvath D (2023): Cosmetics Marketing Strategy and Innovation in the Beauty Industry (English Edition)

Selected case studies
Print version