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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.
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
E5_Analyze business contexts, identify markets and customers and establish marketing strategies through the use of advanced and innovative techniques.
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
T1_Communicate properly orally and in writing in the official languages of Catalonia
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.
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.
MD4. Video capsules: Resources in video format, which includes contents or demonstrations of the thematic axes of the subjects. These capsules are integrated into the structure of the subject and serve students to review as many times as necessary the ideas or proposals that the teacher needs to highlight in their 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. Discussions and forums: Face-to-face or online conversations, depending on the objectives pursued by the teacher responsible for the subject. The debates have a start and end date and are energized by the teacher
MD9. Solving exercises and problems: Non-contact activity dedicated to the resolution of practical exercises based on the data provided by the teacher
MD10. Research and critical reading of articles: Students start from a working hypothesis that they are developing, following the fairies of the research methodology, including the critical reading of articles.
MD11. Non-contact tutorials: Why the student will have telematic resources such as e-mail and ESCSET intranet resources
The methodology of the subject is based not only on the master classes of the teacher with the support of Powerpoint material in Catalan and English, but also on various activities:
1. INTRODUCTION TO MARKETING
2. STRATEGIC MANAGEMENT AND MARKETING
3. COMMERCIAL RESEARCH
4. CONSUMER BEHAVIOR
5. STRATEGIC MARKETING
6. THE PRODUCT
7. THE PRICE
9. DISTRIBUTION POLICY
10. COMMERCIAL STRATEGIES
1. Group project consisting of four people.
2. Business case analysis.
3. Class presentations.
4. Theoretical sessions.
This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured.
The Tecnocampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.
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.
Kotler, Philip; Keller, Kevin (2014). Marketing Management. Pearson Education. Prentice-Hall.
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.