Universitat Internacional de Catalunya
Marketing
Other languages of instruction: Catalan
Teaching staff
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
- 34 - The ability to objectify and quantify (facts, statistics, etc.).
- 71 - Knowledge and mastery of principle economic concepts.
- 76 - The ability and capacity to practice as professionals who are responsible for customer service
- 80 - Relational ability to establish a competent interaction between advertiser and agency
- 86 - The ability and capacity to identify, value, manage and protect the intangible assets of a company
Learning outcomes of the subject
Full understanding of the Marketing Management of a company
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
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 channe
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
|---|---|
| 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. | 0,4 |
| 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. | 1 |
| 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 |
| 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. | 3 |
Evaluation systems and criteria
In person
50% Final test. The test score must be equal or greater than 4 in order to be eligible to calculate the final grade
20% Mid terms
15% Class activities
15% final group work (marketing plan to work in groups in class)
Attendance and participation in class will be valued. If 2nd call you must take a theoretical-practical test (100% final grade). If 3rd call you can either take a test (100% final grade) or continuous evaluation (50% practices and 50% final test).
Both work and examinations shall deliver the following guidelines:
- Be properly referenced following the APA rules. You can consult these regulations in http://goo.gl/VGgbP.
- The regulations of the faculty will be strictly observed in cases of plagiarism, fraudulent use of AI and with 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.