General information


Subject type: Mandatory

Coordinator: Julián Horrillo Tello

Trimester: Third term

Credits: 6

Teaching staff: 

Francesc Flores Salgado

Skills


Specific skills
  • CE21: Make commercial decisions by analyzing and diagnosing markets.

Transversal competences
  • CT1: That the students know a third language, which will preferably be English, at an adequate level orally and in writing and in accordance with the needs of graduates in each degree.

  • CT2: That students have the ability to work as members of an interdisciplinary team either as another member, or performing management tasks in order to contribute to developing projects with pragmatism and a sense of responsibility, assuming commitments taking into account the available resources.

Description


Subject description:

 

Subject framed in the matter of business organization. The subject aims to introduce the student to the concepts, principles and basic foundations of industrial marketing. First, the basic concepts related to the marketing function of the company and the associated business processes are reviewed, highlighting the differences between B2B and B2C marketing. Then they study the basic aspects of industrial marketing, digital marketing and international marketing, in the context of industrial markets and the internationalization of the industrial company. Finally, the content of the is presented in detail

 

Learning outcomes


General learning objectives of the subject

 

At the end of the course the student must be able to:

 

LO1: Identify and put into practice the basic concepts of marketing.

LO2: Analyze marketing opportunities and make a situational diagnosis for the company.

LO3: Segment a market and make decisions about positioning strategy.

LO4: Design a commercial offer adapted to the needs of consumers.

LO5: Identify the basics of internet marketing.

LO6: Design an internationalization plan for an industrial company.

LO7: Identify and understand the connections of the marketing function with the activities of the logistics chain and the financial function of the company.

Working methodology


Rules for carrying out the activities

 

 For each activity, teachers will report on the particular rules and conditions that govern them. This information will be communicated in the physical classroom and / or published in the virtual classroom. 

 

One-on-one activities presuppose the student's commitment to carry them out individually. All activities in which the student does not fulfill this commitment regardless of their role (origin or destination) will be considered suspended. 

 

Likewise, the activities to be carried out in groups presuppose the commitment on the part of the students who make it up to carry them out within the group. All activities in which the group has not respected this commitment regardless of its role (origin or destination) will be considered suspended. The responsibility for the results of the work lies with the group, and not with the individuals who make it up. In any case, teachers can, based on the information they have, customize the grade for each member of the group.  

 

Any undelivered activity will be considered scored with zero points. Failure to attend a laboratory session automatically excludes from the evaluation of the corresponding activity, being considered scored with zero points. 

 

It is optional for teachers to accept or not deliveries outside the deadlines indicated. In the event that these late deliveries are accepted, it is up to the teacher to decide whether to apply a penalty and the amount thereof. 

 

Teaching methodology

 

 The subject consists of 4 weekly hours of face-to-face class and in the classroom (large group), where the theoretical contents will be worked and exercises and problems of a practical nature will be solved; and also consists of laboratory sessions of 2 hour per week up to a total of 20 hours of a practical nature in the computer laboratory (small group). 

 

For each topic of the course, students will have material that may include: Outline of the theoretical contents, proposal of exercises and problems, statements of related activities, recommended readings, self-assessment test of learning objectives. ..

 

Both theory and laboratory sessions are compulsory, and the latter will be developed by bringing students together in groups of 2 to 6 people, depending on the activity. Each activity will need a previous preparation that will be carried out, a part, in the face-to-face classes in the classroom, and another will have to do it the students in the time of autonomous learning. These activities will be temporarily extended beyond lab hours, and students will be required to complete them during the autonomous learning time. 

 

Whenever it is considered appropriate, it will be made available to students activities of a completely voluntary nature that will help them prepare for work and prepare for those of a compulsory nature.

 

Other resources: 

...

 

ECTS credits: total student working hours

 

Dedication

Hours

Percentage

Guided learning

Large group / theory

40

27%

Medium group / internships

 

 

Small group / laboratory

20

13%

Autonomous learning

 

90

60%

 

Summary Planning Activities

 

Large Group

Small Group

Autonomous Learning

TOTAL

Activity 1

 

4

6

10

Activity 2

 

8

27

35

Activity 3

 

4

6

10

Activity 4

 

4

6

10

Activity 5

4

 

41

45

TOTAL

4

20

86

110

 

Contents


 

Content title 1: Introduction to marketing

(RE1, RE2, RE3, RE4, RE5, RE7)

Dedication: 8

Large Group: 4

Small Group: 

Autonomous learning: 4   

Description

  • The marketing function. Review of concepts
  • Market analysis: the industrial market vs. the final market
  • Types of marketing: direct, relational, social
  • Product strategy, development and management
  • B2B Marketing vs. B2C Marketing
  • Customer Relationship Management (CRM)
  • Business processes related to the marketing function

Related activities

  • Face-to-face classes to explain theoretical concepts

- ACTIVITY 5: Exam

       

 

Content title 2: Marketing of industrial markets

(LO1, LO2, LO3) 

Dedication: 38

Large Group: 8

Small Group: 3

Autonomous learning: 27 

Description

  • Strategic marketing and operational marketing
  • Industrial purchasing models
  • Segmentation of industrial markets
  • Product strategy
  • Pricing strategy
  • Positioning in the industrial market
  • Distribution and logistics
  • Communication in industrial markets
  • Marketing planning

Related activities

  • Face-to-face classes to explain theoretical concepts

-ACTIVITY 1: MARKETING MIX OF AN INDUSTRIAL PRODUCT. MARKET STUDY.

-ACTIVITY 2: MARKETING PLAN.

-ACTIVITY 5: Exam

       

 

Content title 3: Digital marketing

(LO4, LO5)

Dedication: 22

Large Group: 6

Small Group: 3

Autonomous learning: 13  

Description

  • Digital markets
  • Search Engine Marketing: SEO, SEM
  • Marketing 2.0
  • mobile-marketing
  • Metrics. Web analytics
  • Communications and digital marketing
  • E-commerce strategies for industrial markets 

Related activities

  • Face-to-face classes to explain theoretical concepts

-ACTIVITY 2: MARKETING PLAN.

-ACTIVITY 5: Exam

       

 

Content title 4: Internationalization of the industrial company

(RE3, RE4, RE5, RE6)

Dedication: 38

Large Group: 9

Small Group: 6

Autonomous learning: 23 

Description

  • International trade and globalization
  • Introduction to commercial law
  • The process of internationalization of the company 
  • Internationalization strategies
  • Internationalization plan 
  • International marketing
  • Digital marketing for the internationalization of the industrial company 

Related activities

  • Face-to-face classes to explain theoretical concepts

-ACTIVITY 2: MARKETING PLAN.

-ACTIVITY 3: APPROACH OF SCENARIOS IN INTERNATIONALIZATION (CULTURAL ASPECTS).

- ACTIVITY 5: Exam

       

 

Content title 5: The Industrial Marketing Plan

(RE2, RE3, RE4, RE7)

Dedication: 44

Large Group: 9

Small Group: 8

Autonomous learning: 27

Description

  • Strategic reflection
  • Internal-external analysis
  • Diagnosis. SWOT analysis
  • Goals
  • Strategies
  • Action plans. Marketing Mix
  • Monitoring and control plan

Related activities

  •  Face-to-face classes to explain theoretical concepts

-ACTIVITY 2: MARKETING PLAN.

-ACTIVITY 4: NEGOTIATION WORKSHOP: WHAT IT IS AND WHAT IT IS NOT.

-ACTIVITY 5: Exam

       

 

 

Learning activities


Activity planning

 

Title of the activity 1:  MARKETING MIX OF AN INDUSTRIAL PRODUCT. MARKET STUDY.

(Contents 2)

Dedication: 10

Large Group:    

Small Group: 4

Autonomous learning: 6 

General description

 We are working on a case where it is necessary to define the details of the Marketing Mix of an industrial product with the support of market studies and based on the company's internal policies.

Support material

 Explanatory dossier provided by the teacher.

Skills

 CE21, CT1. Evidence of learning outcomes RA1, RA2, RA3.

Deliverables and links to the evaluation

Group report with the optimal solution. This activity represents 5% of the total mark of the subject.

Specific objectives

 At the end of the activity the student must be able to:

Raise the Marketing Mix of any product.

       

 

Title of the activity 2:  MARKETING PLAN.

(Contents 2, 3, 4, 5)

Dedication: 35

Large Group:     

Small Group: 8

Autonomous learning: 27  

General description

Elaboration of a Marketing Plan, incorporating the various aspects worked on during the course.

Support material

Explanatory dossier provided by the teacher.

Skills

 CE21, CT1, CT2, CB4. Evidence of learning outcomes RA1, RA2, RA3, RA4, RA5, RA6, RA7.

Deliverable and links to the evaluation

Written report of the Plan. This activity represents 20% of the total mark of the subject.

Specific objectives

At the end of the activity the student must be able to:

Develop a Marketing Plan.

       

 

Title of the activity 3APPROACH OF SCENARIOS IN INTERNATIONALIZATION (CULTURAL ASPECTS).

 (Contents 4)

Dedication: 10

Large Group:     

Small Group: 4

Autonomous learning: 6 

General description

 Activity where various designs are developed to deal with the internationalization of a line of business, focusing on cultural differences as a strategic factor to be taken into account.

Support material

 Explanatory dossier provided by the teacher.

Skills

 CE21, CT1, CT2. Evidence of learning outcomes RA3, RA4, RA5, RA6.

Deliverable and links to the evaluation

 A group report will be submitted. This activity represents 5% of the total mark of the subject.

Specific objectives

At the end of the activity the student must be able to:

Know cultural elements that act as key factors, affecting each internationalization strategy.

       

 

Title of the activity 4:   NEGOTIATION WORKSHOP: WHAT IT IS AND WHAT IT IS NOT.

(Contents 5)

Dedication: 10

Large Group:     

Small Group: 4

Autonomous learning: 6   

General description

Session of implementation of a negotiation with simulation of real data and looking for a winning approach. Numerical analysis exercises of the results of the negotiations.

Support material

 Explanatory dossier provided by the teacher.

Skills

 CE21, CT2. Evidence of learning outcomes RA2, RA3, RA4, RA7.

Deliverable and links to the evaluation

Group report with the solutions provided. This activity represents 10% of the total mark of the subject.

Specific objectives

At the end of the activity the student must be able to:

Conduct a “winning” negotiation.

       

 

Title of the activity 5:  EXAM

(Contents 1, 2, 3, 4, 5)

Dedication: 45

Large group: 4

Small group:   

Autonomous Learning: 41 

General description

Carrying out a theoretical exam and problems.

Support material

Bibliography and methodological guides of the subject.

Skills

CE21. Evidence of learning outcomes RA1, RA2, RA3, RA4, RA5, RA6, RA7.

Deliverable and links to the evaluation

Test resolution. This activity represents 60% of the final grade of the subject.

Specific objectives

Eminently evaluative objective of the degree of achievement of theoretical knowledge and its application to practical situations. Collect information for individual summative assessment.

       

 

 

 

 

C1

C2

C3

C4

C5

A1

A2

A3

A4

A5

RA1

X

X

 

 

 

X

X

 

 

X

RA2

X

X

 

 

X

X

X

 

X

X

RA3

X

X

 

X

X

X

X

X

X

X

RA4

X

 

X

X

X

 

X

X

X

X

RA5

X

 

X

X

 

 

X

X

 

X

RA6

 

 

 

X

 

 

X

X

 

X

RA7

X

 

 

 

X

 

X

 

X

X

 

Evaluation system


Qualification system (evaluation)

 

 

ACTIVITIES

PES discipline

EXAMS

60%

EXERCISES

10%

WORK EXPERIENCE

30%

 

 

 

 

 

 

 

Attendance at the theoretical and laboratory sessions, and the delivery of the corresponding reports of the activities is a necessary condition for the evaluation of the subject.

 

It will be up to the teachers of the subject to decide on the possibility of adding activities that allow the recovery of the suspended activities.

 

It is compulsory to carry out all the activities to obtain the final grade of the subject. The algorithm for calculating the mark is only applied if the weighted average mark of the Exam Activities is greater than or equal to 4. Otherwise the subject is suspended.

 

The resit exam only gives the option to pass the subject with a grade of 5, except in the case where the weighted average grade of the first 4 activities is equal to or greater than 8. In this case the final grade will correspond to the weighted average mark of all the activities of the subject (the recovery exam corresponds to the Exams activities).

 

For the other activities, if the result of their evaluation is not satisfactory, or the teachers consider it opportune, they will be able to summon members of a group to carry out an individualized evaluation test.

REFERENCES


Basic

Dwyer, FR; Tanner, JF (2007):. Industrial Marketing. Connection between strategy, relationships and learning. Mc GrawHill, Madrid.

Garcia, G. (2008). Company internationalization strategies. Madrid: Pyramid.

KOTLER, P., AMSTRONG, G. (2018). Principles of Marketing. 17th Global Edition, Pearson.

Rodríguez Ardura, I. (2014). Digital marketing and e-commerce. Editorial Pirámide.

Complementary

Kotabe, Masaaki, and Kristiaan Helsen (2004). Global Marketing Management, 3rd edition, New York: John Wiley & Sons.