| Competences |
| Type A | Code | Competences Specific |
| A5 | Run a business or other public or private institution and direct or manage any of their functional areas (human resources, administration and finance, sales and marketing, operations). | |
| 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 |
| A5 |
Describe and explain the functions of a marketing director. Understand the importance of marketing for the overall performance of a company. Understand how the various marketing areas of a company work and can design an effective communication plan. | |
| 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. Marketing Management | 1.1. Reviewing concepts... 1.2. Strategic Marketing vs Operational Marketing 1.3. The strategic planning process 1.4. The Marketing Plan |
| 2. Marketing information and decisions | 2.1. Introduction 2.2. Components of a modern marketing information system |
| 3. Product Management and Brand | 3.1. Set product strategy 3.2. Launch of new market offers 3.3. Brand Capital Creation |
| 4. The management of services | 4.1. Nature of services 4.2. New Services Realities 4.3. Excellence in Service Marketing 4.4. Quality of service administration 4.5. Manage product support services |
| 5. Price and margin policy | 5.1. Price fixing knowledge 5.2. Price fix 5.3. Price adjustment 5.4. Start and reply to price changes |
| 6. The distribution channels | 6.1. Marketing Channels and Value Networks 6.2. The role of marketing channels 6.3. Channel Design Decisions 6.4. Channel administration decisions 6.5. Integration and channel systems 6.6.6. Marketing practices in electronic commerce 6.7. Marketing practices in m-commerce 6.8. Conflicts, cooperation and competence |
| 7. The point of sale and retail marketing | 7.1. Retail sales 7.2. Trade Marks 7.3. Trade marketing 7.4. Market Logistics |
| 8. Integrated Marketing Communication | 8.1. Integrated marketing communications design and management 8.2. Mass communications management: advertising, sales promotions, events and experiences, and public relations 8.3. Digital communications management: online, social media and mobile 8.4. Personal communications management: direct marketing and database marketing |
| 9. The sales direction | 9.1. Sales Force Design 9.2. Sales strength management 9.3. Personal sales principles |
| Planning |
| Methodologies :: Tests | ||||||||||
| Competences | (*) Class hours |
Hours outside the classroom |
(**) Total hours | |||||||
| Introductory activities |
|
2 | 0 | 2 | ||||||
| Lecture |
|
35 | 53 | 88 | ||||||
| Problem solving, exercises in the classroom |
|
12 | 8 | 20 | ||||||
| Personal attention |
|
1 | 0 | 1 | ||||||
| Presentations / oral communications |
|
8 | 12 | 20 | ||||||
| Multiple-choice objective tests |
|
2 | 17 | 19 | ||||||
| (*) 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 | Es farà la presentació de l'assignatura |
| Lecture | Explicació dels conceptes teòrics de l’assignatura. També es donaran pautes per a la realització dels treballs d’avaluació continuada. |
| Problem solving, exercises in the classroom | Formulació, anàlisi, resolució i debat d'un problema o exercici, relacionat amb la temàtica de l'assignatura. |
| Personal attention | Utilització de les hores d'atenció a l'estudiant per resoldre qüestions i dubtes concrets. |
| Presentations / oral communications | Exposició oral del/s treball/s (prèvia presentació escrita). |
| Personalized attention |
| Description |
| Utilització de les hores d'atenció a l'estudiant per resoldre qüestions i dubtes concrets |
| Assessment |
| Methodologies | Competences | Description | Weight | |||||
| Problem solving, exercises in the classroom |
|
Formulation, analysis, resolution and debate of problems or exercises in the classroom, related to the subject matter of the subject. Class participation will also be taken into account. |
10% | |||||
| Presentations / oral communications |
|
Oral Exposition of Work(s) (previously written presentation). |
40% | |||||
| Multiple-choice objective tests |
|
Final examination. Full test of the whole subject. | 50% | |||||
| Others |
| Other comments and second exam session | |||
|
In the first call, a minimum mark of 4 points will be required for the set of continuous assessment tests (solving problems + carrying out and submitting the work) to average the subject. A minimum mark of 4 points from the final exam will also be required to average the subject. ------------------------------------------------------------------------------------- In the second call, a single integral test will be carried out that will be worth 100 % of the mark (a theoretical 50% and a practical 50%). A minimum mark of 4 points from each part will be required to average. |
|||
| Sources of information |
| Basic |
Kotler, Philip y Keller, K., Dirección de Marketing, 2016, Pearson
Rivera Camino, Jaime y De Garcíllán López-Rua, Mencia, Dirección de Marketing, 2012, ESIC Edistorial
Ryan, G. et al., El procés de Màrqueting, 2011, Eina
Palomares Borja, Ricardo, Merchandising. Teoría, práctica y estratégia, 2021, ESIC Editorial
Sainz de Vicuña Ancin, José Maria, El Plan de Marketing en la Práctica, 2022, ESIC Editorial
Clow, k. 6 Baack, D., Publicidad, promocion y comunicación integral de marketing, 2018, Pearson
David Villaseca Morales, Innovacion y Marketing de servicios en la Era Digital, 2014, Esic Editorial |
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| Complementary |
Patrick de Pelsmacker, Maggie Geuens, Joeri Van den Bergh, Marketing Communications A European Perspective, 2021, Pearson
Fernándo de Córdoba, Los secretos de las marcas, 2022, Kailas
Luis Basat, La creatividad, 2014, Conecta
Chris Fill, Sarah Turnbul, Marketing Communications Touchpoints, Sharing and Disruption, 2019, Pearson
Shirra Smilansky, Experiential Marketing. A practical quide to interactive brand experiences, 2018, |
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|
Abascal Rojas, Francisco, Como Se Hace un Plan Estratégico, Modelo de Desarrollo de una Empresa, Madrid, ESIC, 1996.
Barroso Castro , Carmen , Martín Armario, Enrique, Marketing Relacional, Madrid, ESIC, 1999.
Lambin, Jean-Jacques, Marketing Estrategico, 2ª Ed., Madrid, Mc Graw HilL
Nieto Churruca, Ana, Llamazares García-Lomas, Olegario, Marketing Internaconal, Madrid Pirámide, 1995. El material per a la resolució de treballs pràctics serà lliurat pel professor al llarg del curs. |
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| Recommendations |
| Subjects that it is recommended to have taken before | ||
|
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| Other comments | |
| Es recomana consultar l'espai Moodle de l'assignatura. |
(*)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.