IDENTIFYING DATA 2019_20
Subject (*) MARKETING STRATEGIES Code 20725111
Study programme
Technology and Engineering Management (2017)
 Cycle 2nd
Descriptors Credits Type Year Period
3 Compulsory First
Language
Anglès
Department Economics
Coordinator
LÓPEZ HERNÁNDEZ, AGUSTÍN
 E-mail agustin.lopez@urv.cat
Lecturers
LÓPEZ HERNÁNDEZ, AGUSTÍN
Web
General description and relevant information This subject will provide the tools and knowledge to prepare a Marketing strategy, especially for a technology-based company. We will give special relevance to having a good and solid business model based on a proposal of differentiated value. Based on the observation of the final client, we will learn to identify business opportunities and how to implement the market strategy.

Competences
Type A Code Competences Specific
 A1.1 Apply knowledge of business managment to technology companies and their functional areas while taking into account the multidiscplinary and ill-defined nature of the process of scientific and technical innovation.
 A1.4 Apply advanced methods of theoretical and empirical analysis to company decision-taking.
 A2.4 Design a marketing and communications strategy for technology companies that takes into account their nature and the environmental and social implications.
Type B Code Competences Transversal
 B1.1 Communicate complex ideas effectively to all sorts of audiences.
 B1.2 Adapt to changes. Modify behaviour and working method in response to changing conditions.
Type C Code Competences Nuclear

Learning outcomes
Type A Code Learning outcomes
 A1.1 Identify the implications of a marketing plan for the different departments of a technology company while taking into account its multidiscplinary nature.
 A1.4 Find and systematise information for developing marketing strategies whil taking into account the implications of sustainability and social ethics for technological and industrial companies.
 A2.4 Understand the strategic function of marketing in technoology and innovation companies whilst understanding their social and environmental impact.
Analyse the state of national and international markets to identify marketing strategies for these types of company and the changing environment that is characteristic of industrial innovation and its exploitation.
Type B Code Learning outcomes
 B1.1 Manage complex information regarding technological and industrial businesses and their social and environmental implications to establish appropriate marketing strategies.
 B1.2 Adapt marketing strategies to changing and ill-defined national and international environments.
Type C Code Learning outcomes

Contents
Topic Sub-topic
Introduction to Marketing Strategies
Strategy and Business Model
Design Thinking : fundamentals and process
Starting from the costumer

Planning
Methodologies  ::  Tests
  Competences (*) Class hours
 Hours outside the classroom
 (**) Total hours
Introductory activities
1 0 1
Lecture
A1.1
 10 14 24
Practical cases/ case studies
A1.1
A2.4
B1.1
 8 17 25
Problem solving, exercises in the classroom
A1.1
A2.4
B1.1
 6 10 16
Assignments
A1.1
A2.4
B1.1
 2 4 6
Personal attention
1 0 1
 
Mixed tests
A1.1
A2.4
 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
Methodologies
  Description
Introductory activities Activities designed to make contact with students, collect information from them and introduce the subject.
Lecture Description of the contents of the subject.
Practical cases/ case studies A situation (real or simulated) in which the student must provide a solution, resolve a series of specific questions or provide an overall assessment of the problem.
Problem solving, exercises in the classroom Formulation, analysis, resolution and debate of a problem or exercise related to the topic of the subject.
Assignments El grup d’estudiants col·labora per a l'assoliment d'un objectiu comú i cada membre contribueix amb els seus coneixements i aprenentatges al coneixement i aprenentatge del grup
Personal attention Time for questions.

Personalized attention
Description
Time for questions.

Assessment
Methodologies Competences Description Weight        
Assignments
A1.1
A2.4
B1.1
 The student will have to solve a practical assignment 65
Mixed tests
A1.1
A2.4
 Final test 25
Others  

Student's active participation in classroom

10
 
Other comments and second exam session

Subject's minimum attendance requirement is 80% of teaching and learning sessions for continuous assessment in first call.
For the second call students have to pass an exam (60%) and must deliver a case study (40%). If the case study has been delivered previously, the note can be preserved.


Sources of information

Basic

Complementary

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.