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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.
CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.
CE7. Manage in a timely and convenient manner the resources available in the work environments in which it is to be directed.
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.
CT3. Demonstrate entrepreneurial leadership and leadership skills that build personal confidence and reduce risk aversion.
The course focuses on the study of new theories, challenges and opportunities that organizations face today. As a starting point, an analysis will be made of the current situation and the changes that the market, consumers and employees have brought to business management in the 2st century. In this way you can continue to study the most successful models in the management of BXNUMXB Marketing, as well as the new paradigms that are presented when conducting marketing activities between companies.
Subsequently, the latest marketing model proposed by Philip Kotler, Marketing 5.0, will be studied, which will analyze the new technologies that every company can and must know for the optimization of its planning processes, customer acquisition and loyalty.
Finally, the H2H model will be studied, a theoretical / practical model that is seen as the future between B2C and B2B relations. The humanization of business management, based on marketing and sales activities, but which occupies the entire operational spectrum of an organization is the fundamental basis of this new theory.
This subject, aimed at final year students. It seeks to cover recent topics that are useful in the current field of work.
Design the competitive strategy of the company or an innovation project and design, plan and direct innovative business models.
|Theoretical sessions||MD1. Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject.
MD3. Presentations: Multimedia formats that support face-to-face classes.
MD5. Seminars: Face-to-face format in small work groups (between 14 and 40). These are sessions linked to the face-to-face sessions of the subject that allow to offer a practical perspective of the subject and in which the participation of the student is key.
MD6. Debates and forums: Face-to-face or online conversations, according to the objectives that the teacher responsible for the subject pursues. The debates have a start and end date and are energized by the teacher.
|Autonomous learning||MD9. Solving exercises and problems: Non-contact activity dedicated to the resolution of practical exercises based on the data provided by the teacher|
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: The current landscape.
Topic 2: B2B Marketing
Topic 3: Marketing 5.0 - Technology put at the disposal of humanity.
Topic 4: H2H human marketing.
The subject plans to carry out three types of activities.
1. Group presentations on topics to be discussed in class.
2. Case study seminars
3. Theoretical classes
The qualification system of the subject will be obtained from the weighted average of the qualifications obtained in the different formative activities realized during the course. For the evaluation of the subject will take into account the result obtained of realizing a final examination, that will compute 50%, the realization of a specific work, that will compute 30% and the tasks derived from the seminars, that will weigh 20%. It is essential to achieve at least a grade of 5 in the exam to be able to average with the continuous assessment mark.
The part corresponding to the exam can be recovered (50%), and the rest of the marks corresponding to the continuous assessment will be maintained.
Participation in activities proposed in the classroom
Individual and / or group work
A student who has not applied for the first call CANNOT apply for recovery.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity (1st Edition). Wiley.
Kotler, P., Pfoertsch, W., & Sponholz, U. (2020). H2H Marketing: The Genesis of Human-to-Human Marketing (1st Edition). Springer.
Younger, J., & Smallwood, N. (2016). Aligning Your Organization with an Agile Workforce. Harvard Business Review. https://hbr.org/2016/02/aligning-your-organization-with-an-agile-workforce
Kantrowitz, A. (2020). How Amazon Automated Work and Put Its People to Better Use. Harvard Business Review. https://hbr.org/2020/09/how-amazon-automated-work-and-put-its-people-to-better-use
Cash, P., & Trezona, J. (2021). Humanizing B2B (1st Edition). Practical Inspiration Publishing.
Kotler, Philip; Armstrong, Gary; Harris, Lloyd C .; He, H. (2016). Principles of Marketing Eighth Europe Edition. Pearson
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Moving from Traditional to Digital (Wiley (ed.); First Edit). Wiley.
Chamorro-Premuzic, T., & Berg, K. (2021). Fostering a Culture of Belonging in the Hybrid Workplace. Harvard Business Review. https://hbr.org/2021/08/fostering-a-culture-of-belonging-in-the-hybrid-workplace
Davis, D. (2021). 5 Models for the Post-Pandemic Workplace. Harvard Business Review. https://hbr.org/2021/06/5-models-for-the-post-pandemic-workplace
Prashara, S. (2020). How complex global organizations are adapting to our new reality | TED Talk. TED Talk. https://www.ted.com/talks/sunil_prashara_how_complex_global_organizations_are_adapting_to_our_new_reality
Ruan, F. (2019). Management lessons from Chinese business and philosophy | TED Talk. TED Talk. https://www.ted.com/talks/fang_ruan_management_lessons_from_chinese_business_and_philosophy
Humphreys, D. (2018). How machine learning can teach us to build more effective teams | TED Talk. TED Talk. https://www.ted.com/talks/drew_humphreys_how_machine_learning_can_teach_us_to_build_more_effective_teams