General information


Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 4

Teaching staff: 

Alexandra Mason Llorente

Teaching languages


The materials can be in Spanish or English.

Description


  • 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.

Learning outcomes


  • Demonstrate long-term strategic and business building skills.
  • Ability to see the operating environment as a project
  • Establish and achieve long-term business organization and leadership guidelines
  • Have tools to facilitate large-scale competition, with a global and international dimension of uncertainty.

Working methodology


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

Guided learning
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. 
MD7. Case study: Dynamics that starts from the study of a case, which serves to contextualize the student in a specific situation, the teacher can propose different activities, both individually and in groups, among their students

Autonomous learning
MD10. Research and critical reading of articles. Students start from a working hypothesis that they will develop, following the phases of the research methodology, including the critical reading of articles.
 

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

  • Institutional marketing: a rethinking of the classic strategic and operational models.
    • Institutional business models
    • Construction of purpose: company values, vision and transcendental objectives.
    • Purpose-based corporate strategy.
  • Models of analysis of the institutional purpose.

 

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 social values
    • Business CSR models.
  • Strategic application of CSR in the company.
    • Incorporation of social values ​​into the business model
    • Development of business strategy based on values.

 

Topic 4. Agents involved in institutional marketing: segmentation in institutional marketing

  • Introduction to segmentation profiles 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.

 

Topic 5. Corporate management and communication in institutional models:

  • Corporate culture or institutional culture:
    • Models of corporate culture
    • Corporate leadership styles
  • Communication and Corporate Institutional reputation
    • Institutional communication
    • Institutional relations within the company
    • Institutional reputation and crisis management
  • Corporate structure and management tools

Learning activities


AF1. Theoretical sessions
AF2. Seminars
AF3. Work in group
AF4. Individual work
AF5. Personal study


 

Evaluation system


35% SE4. Final exam
20% SE1. Continuous assessment: Participation in the activities proposed in the classroom
45% Group project:

  • 35% SE2. Project monitoring and final delivery
  • 10% SE3. Exhibition

 

NOTES:

  • To pass the subject you will need to obtain a grade equal to or higher than a 5 out of 10 both in the examination section and in the group project section
  • In case of suspending the group project, the student will access directly to the examination of recovery, which in this case, will have a weight of 40% on the total of note of the asignatura.
  • Both the final exam and the recovery exam will be an individual and face-to-face test.
  • In the recovery period, only the part corresponding to the final exam can be recovered.

REFERENCES


Basic

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

Complementary

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

Sabine, GH (2003) History of political theory. Madrid: Economic Culture Fund.

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

Rapaille, C. (2014). Move Up; because some cultures are advancing and others are not. Madrid; Ed. Taurus

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

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

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