TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Basic

Coordinator: Núria Masferrer Llabinés

Trimester: Third term

Credits: 6

Teaching staff: 

Roberto Dopeso Fernandez
Jordi Mercader Sanjuan 

Teaching languages

  • Catalan
  • English

Check the schedules of the different groups to know the language of teaching classes. Although the material can be in any of the three languages.

 

Skills

Basic skills

  • B4_That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences

     

  • B5_That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy

Specific skills

  • E5_Analyze business contexts, identify markets and customers and establish marketing strategies through the use of advanced and innovative techniques.

     

General competencies

  • G1_Be able to work in a team, actively participating in tasks and negotiating dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge

Transversal competences

  • T1_Communicate properly orally and in writing in the official languages ​​of Catalonia

Description

This course seeks to familiarize with the basic concepts of Marketing, the acquisition of basic knowledge for the analysis of the environment and the market, the knowledge of the main models of consumer behavior, and the knowledge of the main marketing tools of those that the company has to market its products and services.

Contents

1. INTRODUCTION TO MARKETING  

  • What is Marketing?
  • Marketing and its management: The marketing process.
  • Orientations of companies around the market.
  • Marketing in the current economic context.

2. STRATEGIC MANAGEMENT AND MARKETING 

  • What is a marketing plan?
  • Structure of the marketing plan.
  • Financial goals and marketing goals.
  • Value creation.
  • Business model.
  • Strategy.
  • Organization.
  • Implementation and control.

3. COMMERCIAL RESEARCH

  • Market research.
  • Market situation and demand analysis.
  • The macroenvironment and the microenvironment.
  • Opportunities and Threats.
  • Strengths and weaknesses.

4. CONSUMER BEHAVIOR

  • Models of consumer behavior. Factors influencing purchasing behavior. Purchasing decisions.
  • New technologies and the new consumer.

5. STRATEGIC MARKETING

  • Market segmentation.
  • Target audience.
  • Positioning.
  • Main marketing strategies.

6. THE PRODUCT

  • What do we intend to sell? The product concept.
  • Product portfolio.
  • The packaging.
  • The brand.
  • New product development strategies.

7. THE PRICE

  • Pricing policies.
  • Pricing strategies

8. COMMUNICATION

  • Concept of integral communication.
  • Advertising
  • Promotion
  • Public relations
  • Direct Marketing
  • The personal Sale.
  • Advertising budget.
  • Advertising message.
  • Media Strategy and Planning.

9. DISTRIBUTION POLICY

  • The function of commercial distribution.
  • Distribution channels.
  • New technologies applied to distribution.

10. COMMERCIAL STRATEGIES

  • Business organization and planning.
  • Business strategies.

Evaluation system

  • 40% corresponding to the face-to-face exam at the end of the term and which must be passed (minimum 5 out of 10) in order to average the marks of the continuous assessment (60%).
  • 20% corresponding to the delivery of an exercise of initial phase of plan of marketing (work in group)
  • 15% corresponding to individual work, cases and other team activities
  • 15% corresponding to attendance, individual tasks, participation and collaboration shown in class.
  • 10% corresponding to oral presentations and presentations made in class


Important: all activities not delivered on the dates and with the required requirements will be considered as "not delivered" and a grade of 0 will be assigned.


In the recovery period there is only option to retake the final exam if the student did present and failed.

A student who has not applied for the first call CANNOT apply for recovery.

In case of NOT passing the subject, no result of the continuous activities for the next academic year will be saved.

REFERENCES

Basic

Kotler, Philip; Keller, Kevin (2014). Marketing Management. Pearson Education. Prentice-Hall.

Complementary

SANTESMASES Mestre, M. (2010): Marketing: Concepts and strategies

Kotler, P. & Armstrong G. (2012) Principles of Marketing, 14th Edition. Prentice-Hall Pearson

Kotler, Philip, Kevin Lane Keller, Malcolm Goodman, Mairead Brady, and Torben Hansen. 2019. Marketing Management (European Edition). Harlow: Pearson Education.

Edgar, Alison. 2018. Secrets of Successful Sales. St Albans: Panoma Press. Copyright.