| Competences |
| Type A | Code | Competences Specific |
| A6 | Draw up projects about overall management or the functional areas of a company that reflect their ability to identify and carry out business initiatives. | |
| Type B | Code | Competences Transversal |
| B3 | Critical, logical and creative thinking, and an ability to innovate | |
| Type C | Code | Competences Nuclear |
| C3 | Be able to manage information and knowledge | |
| C4 | Be able to express themselves correctly both orally and in writing in one of the two official languages of the URV |
| Learning outcomes |
| Type A | Code | Learning outcomes |
| A6 |
Understand the strategic role of marketing. Identify the implications of an action plan for the marketing departments of the company. Systematize information so that marketing strategies can be carried out. | |
| Type B | Code | Learning outcomes |
| B3 |
Analyze the risks and benefits of innovation. Put forward new ideas, opportunities or solutions to familiar problems and/or processes. | |
| Type C | Code | Learning outcomes |
| C3 |
Locate and access information effectively and efficiently. Have a full understanding of the economic, legal, social and ethical implications of accessing and using information. | |
| C4 |
Produce well structured, clear and effective oral texts. |
| Contents |
| Topic | Sub-topic |
| 1. A Marketing Life: An exploration of the omnipresence of marketing in contemporary life. | Marketing ubiquity The Colonisation of Everything Democracy, capitalism and marketing |
| 2. The History and Evolution of Marketing | Marketing history through 'The Century of the Self' (mass persuasion and the engineering of consent). |
| 3. Marketing Managment: The discipline | A management discipline An academic discipline Marketing as a profession Marketing as a business process |
| 4. Strategic Marketing | The tools and techniques of strategic marketing and strategic planning, as thought in business schools around the world |
| 5. Creative Marketing | Exploring the link between creativity and successful marketing. |
| 6. The Marketing Environment | The marketing environment model Current issues and trends in the macro environment. |
| 7. Marketing Research & Privacy | An introduction to marketing research Quantitative and qualitative marketing research techniques Marketing research and consumer privacy |
| 8. The Consumer | Consumer behaviour Consumer culture theory |
| 9. Manufacturing Choice: Segmentation | An introduction to consumer choice and market segmentation techniques |
| 10. 'Be Different'. Positioning |
An introduction to market positioning and the USP - unique selling proposition |
| 11. Digital & Social Media Marketing | An introduction to the history, evolution and current trends in online, digital and social media marketing |
| 12. International Marketing | An introduction to marketing across different cultural contexts. |
| Planning |
| Methodologies :: Tests | ||||||||||
| Competences | (*) Class hours |
Hours outside the classroom |
(**) Total hours | |||||||
| Introductory activities |
|
2 | 0 | 2 | ||||||
| Lecture |
|
31 | 47 | 78 | ||||||
| Presentations / oral communications |
|
12 | 10 | 22 | ||||||
| Supervision |
|
6 | 9 | 15 | ||||||
| Seminars |
|
6 | 9 | 15 | ||||||
| Personal attention |
|
1 | 0 | 1 | ||||||
| Multiple-choice objective tests |
|
2 | 15 | 17 | ||||||
| (*) On e-learning, hours of virtual attendance of the teacher. (**) The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. | ||||||||||
| Methodologies |
| Description | |
| Introductory activities | Introductory class, day 1 |
| Lecture | Formal lectures |
| Presentations / oral communications | Student presentations |
| Supervision | We call them 'working sessions' where you will be able to advance the work on your group project under the close suervision of the professor. |
| Seminars | Es realitzaran 3 seminaris, cadascun dedicat a contemplar un cas pràctic diferent. |
| Personal attention | Come and see me in my office or beofre or after the class, in the classroom. Drop by anywatime but if you want to make sure I'm available first, then send an email to gerard.ryan@urv.cat |
| Personalized attention |
| Description |
|
I'll be happy to see you, especially if you send me an email first to arrange a specific appointment or catch me after class |
| Assessment |
| Methodologies | Competences | Description | Weight | ||||
| Presentations / oral communications |
|
3 group projects with presentations | 50% | ||||
| Multiple-choice objective tests |
|
Final exam. Multiple choice questions. |
50% | ||||
| Others |
| Other comments and second exam session | |||
|
The assessment will consist of group projects (50%) and a final exam (50%). The participation and behavior of the student in class is taken into account throughout the semester in the calculation of the final mark of the subject. Important! 1 - In order to pass the subject, you must achieve a minimum grade of 4 out of 10 in the multiple choice exam at the end of the semester. For students who do not achieve a minimum of 4/10 in the multiple choice test, will not achieve an overall pass grade for the subject. 2 - In the second sitting of exams, 100% of the grade based on the final exam. In other words, there is no continuous evaluation for the second sitting. 3 - We cannot keep continuous evaluation grades from one academic year to the next. |
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| Sources of information |
| Basic | |||||||||
There are a wide and varied range of learning and support materials available for this subject. Whenever possible these resources can be accessed in (or through links via) the Moodle classroom. These resources include; 1. class notes 2. class summaries 3. reading lists 4. viewing lists (videos) 5. electronic and online resources. |
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| Complementary |
Philip Kotler et al., Marketing Management, 4th European Edition, Pearson Education, 2019
Philip Cateora et al., International Marketing, 18th, McGraww Hill, 2021
Eric Arnould & Craig J. Thompson, Consumer Culture Theory, 1, Sage, 2018
Roger A. Kerin, Steven W. Hartley, Marketing: The Core, 8th edition, McGraw Hill, 2019 |
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.... |
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| Recommendations |
| Subjects that continue the syllabus | ||
|
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| Other comments | |
| This is the introductory subject in marketing. Watch TV, read the newspapers, watch the ads, go to the supermarket, look around, being aware of being a consumer. |
(*)The teaching guide is the document in which the URV publishes the information about all its courses. It is a public document and cannot be modified. Only in exceptional cases can it be revised by the competent agent or duly revised so that it is in line with current legislation.