TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Vera Butkouksaya

Trimester: Third term

Credits: 4

Teaching staff: 

Alexandra Mason Llorente

Academic year: 2024

Teaching course: 3

Languages ​​of instruction

  • Catalan

The materials can be in Spanish or English.

Competencies / Learning Outcomes

Basic skills

  • CB1. That students have demonstrated knowledge and understanding in a field of study that is based on general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects. involving knowledge from the forefront of their field of study.

  • CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of ​​study. .

  • CB3. That students have the ability to gather and interpret relevant data (usually within their area of ​​study) to make judgments that include reflection on relevant social, scientific, or ethical issues.

  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills

  • CE1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.

  • CE2. Apply the principles of marketing and market research

  • CE5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • CE6. Synthesize and evaluate marketing strategies for the internationalization of business activity.

  • CE8. Synthesize ideas to make them feasible and profitable business understanding the current market.

General competencies

  • CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • CG2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

  • CG3. Integrate the values ​​of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Marketing and Digital Communities contribute to training citizens for a a just, democratic society based on a culture of dialogue and peace.

Transversal competences

  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • CT3. Demonstrate entrepreneurial leadership and leadership skills that build personal confidence and reduce risk aversion.

  • CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.

Presentation of the subject

  • This subject serves to know the new models of strategic thinking as well as to contribute practice to apply these strategic models in the real company. The course, based on institutional theory and the theory of dynamic capabilities, aims to be the bridge between strategic theory and practice in the logic of institutional marketing:
  • Developing and understanding a conception of "long-term business model", together with the idea of ​​"social purpose", this subject explains how to develop the values, principles, beliefs of the company in the long term and with social purpose, and how translate all this into concrete market actions, always guaranteeing the institutional vision in the strategic and operational field simultaneously.

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.

Contents

Topic 1. Fundamentals of institutional marketing.

  • Introduction to institutional marketing:
    • The institutional approach: institutional theory.
    • Origins of institutional marketing
  • Institutional challenges in today's market

 

Topic 2. Institutional marketing versus classic strategic and operational marketing

  • Classic Marketing versus Institutional Marketing
  • Corporate culture or institutional culture:
    • Models of corporate culture
    • Corporate leadership styles
  • Constructing Purpose: Company Values ​​and the Company Value Pyramid
  • Corporate strategy according to institutional marketing.

 

Subject 3. The Social Responsibility of the Company (RSE) in the Institutional Marketing

  • The role of CSR in institutional logic:
    • contextualization of CSR in an institutional business framework.
    • Corporate CSR models
    • Problems in applying a socially responsible model
  • Strategic application of CSR in the company. 
    • Selection of social values 
    • Definition of social objectives
    • Institutional strategic definition

 

Topic 4. Operational application of institutional marketing: Segmentation and action plan 

  • Segmentation in institutional marketing
    • Segmentation of value-creating profiles:
      • Customer profiles: purchasing roles and degree of value generation
      • Strategic allies
    • Segmentation and value transmitting profiles:
      • Stakeholder Segmentation
      • Public opinion.
  • The institutional marketing action plan:
    • Internal company actions. 
      • Institutional communication
      • Institutional relations within the company
    • External market actions

 

Activities and evaluation system

35% SE4. Final exam
15% SE1. Continued avaluation
50% Group project:

  • 40% SE2. Project delivery
  • 10% SE3. Exhibition

 

NOTES:

  • It is necessary to have all the assignments of the group project handed in and scored in order to be able to take the exam.

  • A minimum grade of 5 out of 10 is required to pass the exam and the subject.

  • At the retake, you can only retake the final exam, which will count for 35% of the final grade, as the notes for the activities carried out during the term will be kept.

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

REFERENCES

Basic

Tyrol, Jean. (2017). The economy of the common good. Barcelona: Taurus.

Complementary

Sinek, Simon. (2011) “Start with why, how great leaders inspire everyone to take action” Penguin Group

Posner, Eric & Weyl, Glen (2018). Radical Markets, uprooting capitalism and democracy for a just society. Princeton University Press.

Rapaille, Clotaire. (2014). Move Up; why some cultures advance and others do not. Madrid; Ed. taurus

Mazzucato, Mariana (2018). The value of everything; making and taking in the global economy. London: Allen Lane. 

January, Salvador. (2013). History of social thought, 13th edition. Madrid: Ariel Social Sciences. 

Hofstede, Geert. (1999). Cultures and organizations; mental software, international cooperation and its importance for survival. Madrid: Alianza Editorial.

Brakman, Steven. (2006). Nations and firms in the global economy: an introduction to international economics and business. Cambridge university press.

Greenwood, Royston; Meyer, Renate E.; Lawrence, Thomas B. & Oliver, Christine. (2017). The Sage handbook of organizational institutionalism. The Sage handbook of organizational institutionalism, 1-928.

Slimane, Karim Ben; Chaney, Damien; Humphreys, Ashley & Leca, Bernard. (2019). Bringing institutional theory to marketing: Taking stock and future research directions. Journal of Business Research, 105, 389-394.