Specific learning outcomes of the degree

SE6 Plan the area of marketing of a public or private institution.
• SE6 - Plan the area of marketing of a public or private institution.
  SE6 - SE6.1 Identify the basic concepts of the discipline of marketing.
  • SE6.1 - Identify the basic concepts of the discipline of marketing.

Transversal learning outcomes of the degree

ST3 Explain information clearly and precisely, orally and in writing, to a variety of audiences
• ST3 - Explain information clearly and precisely, orally and in writing, to a variety of audiences
  ST3 - ST3.1 Construct a structured, clear, cohesive, rich and appropriate discourse [oral communication]
  • ST3.1 - Construct a structured, clear, cohesive, rich and appropriate discourse [oral communication]
  ST3 - ST3.2 Use verbal, non-verbal and paraverbal mechanisms of communication to communicate effectively with an audience [oral communication]
  • ST3.2 - Use verbal, non-verbal and paraverbal mechanisms of communication to communicate effectively with an audience [oral communication]
  ST3 - ST3.3 Produce a quality text (with no grammatical or spelling errors, a neat formal presentation, and appropriate and coherent use of formal and bibliographic conventions) [written communication]
  • ST3.3 - Produce a quality text (with no grammatical or spelling errors, a neat formal presentation, and appropriate and coherent use of formal and bibliographic conventions) [written communication]
  ST3 - ST3.4 Construct a text that is appropriate to the communicative situation, structured, clear, cohesive, rich and the right length [written communication]
  • ST3.4 - Construct a text that is appropriate to the communicative situation, structured, clear, cohesive, rich and the right length [written communication]

1. A Life of Marketing: An Exploration of the Ubiquity of Marketing in Contemporary Life
   • Ubiquity of marketing
   • Colonization of everything
   • Democracy, capitalism, and marketing
2. History and Evolution of Marketing
   • History of marketing through 'The Century of the Self' (mass persuasion and the engineering of consent)
3. Marketing Management: The Discipline
   • A management discipline
   • An academic discipline
   • Marketing as a profession
   • Marketing as a business process
4. Strategic Marketing
   • Tools and techniques of strategic marketing and strategic planning as taught in business schools worldwide
5. Creative Marketing
   • Exploring the link between creativity and success in marketing
6. Marketing Environment
   • Marketing environment model
   • Current issues and trends in the macro environment
7. Marketing Research and Privacy
   • An introduction to marketing research
   • Quantitative and qualitative marketing research techniques
   • Marketing research and privacy
8. The Consumer
   • Consumer behavior
   • Theory of consumer culture
9. Manufacturing Demand: Segmentation
   • An introduction to consumer choice and market segmentation techniques
10. 'Be Different'. Positioning
    • Introduction to market positioning and USP - Unique Selling Proposition

Other observations:

Assessment will consist of assignments (in group) (50%) and a final multiple-choice exam (50%).

Student participation and behavior in class throughout the semester will also be considered in the calculation of the final grade for the course.

Important Notes!

1. To take into account the continuous assessment grade, a minimum of 4 out of 10 must be achieved on the multiple-choice exam.

   For students who do not achieve a minimum of 4/10 on the multiple-choice exam, the assignment grades will not be averaged in, and therefore, the final grade for the course will be the same as the grade of the final exam.

2. Continuous assessment grades are not carried over from one course to another, or from one sitting to another.

   
   

   USE OF ARTIFICIAL INTELLIGENCE TOOLS AND VERIFICATION TESTS

   The use of artificial intelligence tools must strictly adhere to the instructions of the teaching staff and, in any case, must be declared. Unauthorized, excessive, or undeclared use in the completion of assessment activities is contrary to the principles of academic integrity and results in a failing grade for the activity, without prejudice to the application of other disciplinary measures in accordance with the Academic Regulations for Bachelor’s and Master’s Degrees and the URV Student Disciplinary Regulations.

   The teaching staff may, at any time, establish additional mechanisms to verify authorship and to require the defense or oral explanation of the submitted activities and/or assessment tests.

Second call:

1. In the second sitting, 100% of the grade is the final exam. There is no continuous assessment.

Basic bibliography

• ( Book ) Kotler, Philip / Keller, Kevin Lane, 1956- autor / Chernev, Alexander, autor, Marketing management , 2022 Access to the CRAI

Complementary bibliography

• ( Book ) Dahl, Stephan, Social media marketing : theories & applications , 2018 Access to the CRAI

Use of mobile phones and electronic devices in the classroom

In order to support attention, participation and the proper functioning of class sessions, the use of mobile phones is not permitted during classes, except when explicitly indicated by the teaching staff for a teaching activity or when there is a justified need that has been communicated to the teaching staff in advance.

Teaching staff may ask any student using a mobile phone during class to stop using it and, if the use continues or interferes with the development of the session, to leave the classroom.

Teaching staff may also designate specific sessions, or parts of sessions, as technology-free spaces. In such cases, the use of laptops, tablets and other electronic devices may be limited, and students will be invited to take notes manually using pen and paper. Exceptions for academic reasons, accessibility needs or other justified circumstances must be communicated to the teaching staff.