500130 - FUNDAMENTALS OF MARKETING

Subject type: Basic

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 6

General learning objectives of the subject "Fundamentals of Marketing":

Acquire basic knowledge in Marketing Policies and Strategies, and theory procedures put into practice through the different case studies and "Best Practices".

Know the usual terminology in marketing.

Learn to connect the function of Marketing in the company and its integration as a key function within the organizational system of the same, initiated from Internal Marketing to operational Marketing, focusing on Marketing Objectives and Strategies. Understanding Marketing as a systemic axis in the company. From brand building to conversation with customers.

Foster the creative and strategic capacity, secondly, the capacities of analysis and synthesis, as well as the activation and operative in Marketing.

Show the concepts and tools of Marketing applied to the business

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
MD4. Video capsules: Resource in video format, which includes contents or demonstrations of the thematic axes of the subjects. 

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
MD9. Solving exercises and problems: Non-contact activity dedicated to solving practical exercises based on the data provided by the teacher
MD12. Non-contact tutorials: for which the student will have telematic resources such as e-mail and ESCSET intranet resources

 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.

 1. INTRODUCTION TO MARKETING  

• What is Marketing?
• Marketing and its management: The Marketing process.
• Orientations of companies around the market.
• Marketing in the current economic context.

2. STRATEGIC MANAGEMENT AND MARKETING 

• Targets.
• Value Creation.
• Business Model.
• Strategy.
• Organization.
• Implementation and Control.

3. COMMERCIAL RESEARCH

• Market research.
• Market situation and demand analysis.
• The macroenvironment and the microenvironment.
• Opportunities and Threats.
• Strengths and weaknesses.

4. CONSUMER BEHAVIOR

• Models of consumer behavior. Factors influencing purchasing behavior. Purchasing decisions.
• New technologies and the new consumer.

5. INTRODUCTION TO THE MARKETING PLAN

• What is a marketing plan?
• Structure of the marketing plan.
• Financial Objectives and Marketing Objectives.

6. STRATEGIC MARKETING

• Market segmentation.
• Target audience.
• Positioning.
• Main marketing strategies.

7. TACTICAL MARKETING

• Marketing mix: product, price, distribution and communication.

8. THE PRODUCT.

• What do we intend to sell ?: the concept of product.
• Product portfolio.
• The packaging.
• The brand.
• New product development strategies.

9. THE PRICE

• Pricing policies.
• Pricing strategies

10. COMMUNICATION

• Concept of integral communication.
• Advertising
• Promotion
• Public relations
• Direct Marketing
• The personal Sale.
• Advertising budget.
• Advertising message.
• Media Strategy and Planning.

11. DISTRIBUTION POLICY

• The function of commercial distribution.
• Distribution channels.
• New technologies applied to distribution.

12. COMMERCIAL STRATEGIES

• Business organization and planning.
• Business strategies.

13. INTRODUCTION TO INTERNATIONAL MARKETING

• Domestic versus international marketing.

14. MARKETING IN THE DIGITAL ERA

• Digital marketing strategy and plan.

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

SE1. Participation in the activities proposed in the classroom 15%
SE2. Group work 35%
SE3. Work exhibition 10%
SE4. Final exam 40% (It is necessary to pass the final exam with a 5 to average with the other three elements of evaluation. If a 5 is not obtained, the student will be able to appear in the resit exam if has presented to the ordinary examination and in addition has passed the set of the three other elements of evaluation)


 

KOTLER P. and ARMSTRONG, G .: Fundamentals of Marketing, Ed. Pearson Prentice Hall, 12th Edition, Madrid, 2008.

Sales address

Authors: Churchill, Ford, Walker

Published by Promociones Jumerca

Marketing Management (8th edition)

Author: Philip Kotler

Published by Prentice Hall

Fundamental marketing

Eric Vernette

Ed. Management 2.000, 1994

Fundamentals of Marketing

William and Stanton, Charles Futrell

Ed. McGraw Hill, 2000

Marketing: Concepts and Strategies (4th edition)

Author: Miguel Santesmases Mestre

Published by Pirámide

Fundamentals of Marketing

Carmelina Vela, Olga Bouges

Ed. ESIC, 1994