| Competences |
| Type A | Code | Competences Specific |
| A1 | Desenvolupar estratègies per dirigir empreses i les seves àrees funcionals de forma competitiva i eficient. | |
| A2 | Aplicar mètodes avançats d'anàlisi per a la presa de decisions empresarials. | |
| A4 | Gestionar la innovació i introduir-la amb èxit en l'empresa i / o crear nous projectes empresarials que responguin a les necessitats detectades a través d'una anàlisi rigorosa. | |
| A5 | Avaluar i integrar informació economico-financera rellevant a través d'informes directius de qualsevol àrea funcional de l'empresa per optimitzar els seus resultats. | |
| Type B | Code | Competences Transversal |
| CT4 | Work in multidisciplinary teams and complex contexts. | |
| Type C | Code | Competences Nuclear |
| Learning outcomes |
| Type A | Code | Learning outcomes |
| A1 |
Reconèixer i analitzar la importància de l'estratègia de màrqueting per a l'assoliment dels objectius empresarials i conèixer els fonaments teòrics en què es basen aquestes estratègies. Analitzar les decisions estratègiques en l'àmbit de màrqueting preses per diferents empreses a través del mètode del cas. | |
| A2 |
Analitzar les decisions estratègiques en l'àmbit de màrqueting preses per diferents empreses a través del mètode del cas. Exercitar la presa de decisions estratègiques en màrqueting a nivell individual i en equip, imaginant la realitat a través d'un simulador . | |
| A4 |
Reconèixer i analitzar la importància de l'estratègia de màrqueting per a l'assoliment dels objectius empresarials i conèixer els fonaments teòrics en què es basen aquestes estratègies. | |
| A5 |
Exercitar la presa de decisions estratègiques en màrqueting a nivell individual i en equip, imaginant la realitat a través d'un simulador . | |
| Type B | Code | Learning outcomes |
| CT4 |
Students understand the team’s objective and identify their own role in complex contexts. Students communicate and work with other teams to achieve joint objectives. Students are committed to the team’s objectives and encourage any changes or improvements that will help to achieve them. Students must trust in their own abilities, respect differences and use them to the benefit of the team. | |
| Type C | Code | Learning outcomes |
| Contents |
| Topic | Sub-topic |
| 1. Marketing in Contemporary Society | |
| 2. History and development of Marketing | |
| 3. The Marketing Discipline | |
| 4. Strategic Marketing Management | |
| 5. Creativity in Marketing | |
| 6. The Marketing Environment | |
| 7. Marketing Research | |
| 8. The Consumer | |
| 9. Segmentation | |
| 10. Positioning |
| Planning |
| Methodologies :: Tests | ||||||||||
| Competences | (*) Class hours |
Hours outside the classroom |
(**) Total hours | |||||||
| Introductory activities |
|
2 | 4 | 6 | ||||||
| Lecture |
|
32 | 36.5 | 68.5 | ||||||
| Presentations / oral communications |
|
5 | 5 | 10 | ||||||
| Personal attention |
|
2 | 4 | 6 | ||||||
| Assignments |
|
2 | 18 | 20 | ||||||
| Multiple-choice objective tests |
|
2 | 0 | 2 | ||||||
| (*) 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 sessions are carried out to explain how the different topics that will be explained throughout the semester are linked together. In addition, basic concepts will be explained to facilitate the best contextualization of the student. |
| Lecture | About theoretical concepts, main bibliographic antecedents, relationship between the concepts and their application. |
| Presentations / oral communications | Debates that will allow the student to reflect on their understanding of the contents discussed. |
| Personal attention | With tutorials throughout the course. |
| Assignments | Written and oral presentation of projects. |
| Personalized attention |
| Description |
| Personalized tutorials in the profesor's office with prior appointment or e-tutorials. |
| Assessment |
| Methodologies | Competences | Description | Weight | ||||||
| Presentations / oral communications |
|
Case studies and debates about new tendencies in marketing | 50% | ||||||
| Multiple-choice objective tests |
|
Exam that is partially multiple choice and partially essay questions | 50% | ||||||
| Others |
| Other comments and second exam session | |||
|
In order to pass the subject, it is necessary to pass, on the one hand, the work of the continuous assessment, and on the other hand, the final individual exam (test type). A minimum of 5/10 in the assignments and a minimum of 5/10 in the final exam must be achieved in order to pass the subject overall. The retake examination will involve a final exam (no continuous evaluation). |
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| Sources of information |
| Basic | |||||||||
There is a wide and varied range of learning and support materials available for this subject. Whenever possible, these resources can be accessed in (or via links through) the Moodle classroom. These resources include; 1. class notes 2. class summaries 3. reading lists 4. playlists (videos) 5. Electronic and online resources. |
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| Complementary |
Philip Kotler et al., Marketing Management, 4th European Edition, 2019, Pearson Education
Philip Cateora et al., International Marketing, 18, 2021, McGraw-Hill
Eric Arnould & Craig J. Thompson, Consumer Culture Theory, 1, 2018, Sage |
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| Recommendations |
(*)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.