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B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.
E1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.
E2. Apply the basics of marketing and market research.
E5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.
E6. Synthesize and evaluate marketing strategies for the internationalization of business activity.
E8. Synthesize ideas to make them feasible and profitable business understanding the current market.
The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.
Topic 1. Fundamentals of institutional marketing.
Topic 2. Institutional marketing versus classic strategic and operational marketing
Subject 3. The Social Responsibility of the Company (RSE) in the Institutional Marketing
Topic 4. Agents involved in institutional marketing: segmentation in institutional marketing
Topic 5. Corporate management and communication in institutional models:
35% SE4. Final exam
15% SE1. Continued avaluation
50% Group project:
NOTES:
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Posner, E & Weyl, G. (2018). Radical Markets, uprooting capitalism and democracy for a just society. Princeton University Press.
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