This course provides students with an introduction to the role of marketing in the management of the organization, and the principles and problems involved in developing successful marketing programs. Students will learn about the key trends affecting marketing management and will analyze the central role the consumer plays in the marketing process. The core structure of the course includes the main areas of a generic marketing plan: understanding the marketing context; market research; segmentation; management of the marketing mix; evaluation of the marketing process. In addition, students will study the wider social and ethical implications of marketing, and how these affect the management of the organization. Throughout the course, focus will be placed on the ICT sector, using examples and in-depth case studies to practically apply generic marketing theory. Emphasis will be placed on the management of marketing in ICT oriented organizations, but also in the use of ICT in the marketing process, in particular the application of new technologies to the marketing mix.
Type Subject
Primer - Obligatoria
Previous Knowledge



By the end of this course students should be able to:

1. Understand the marketing environment and trends influencing marketers in the ICT sector.
2. Identify customer profiles and changes in the marketing environment.
3. Manage the elements of the marketing mix—product policy, channels of distribution, communication, and pricing - in the ICT sector.
4. Analyze the role of technology in the management of the marketing mix.
5. Understand the social and ethical aspects of the marketing process.


1. Introduction to Marketing
- Functions and development of marketing as a concept
- The science of marketing
- Innovation and creativity in marketing

2. Trends in Marketing
- Characteristics of marketing in the 21st Century
- The importance of Customer Relationship Management

3. The Marketing Environment
- Competition in the ICT and the need for marketing management
- Technological and socio-cultural influences on marketing and new opportunities

4. Segmentation of the Market
- Defining segments and segmentation of the market, targeting and positioning of products

5. Market Research
- Conducting an appropriate and innovative market research project
- The role of technology in the market research process

6. Consumer Buying Behaviour
- Factors influencing consumer buying decisions in the ICT sector

7. Introduction to The 4P´s
- The 4P´s and the Marketing Mix Overview

8. Price
- The importance of price and pricing strategies to create competitive advantage

9. Promotion
- The role of advertising, sales promotions and public relations in marketing
- The use of new media in the management of the communications mix

10. Product
- Defining the product, the product range, branding and packaging
- Examples of technology-driven product innovation

11. Distribution
- Distribution channel choices, logistics and retailing
- Distribution in the digital era

12. Marketing and Ethics and Social Marketing
- Marketing, ethics and legal implications for the management of the marketing process in the ICT sector


The course will consist of a combination of lectures, written case analysis and classroom discussions. Audio-visual materials will be used throughout to demonstrate marketing in action. Students will be expected to read extensively and prepare work to discuss in class on a weekly basis (particularly case material). There will also be a variety of group projects (assignments) where students will be assessed not only on the quality of the final product, but also on the management of the group process.


The methods of evaluation used in the subject are:

A. Exams
D. Homework
F. Work in groups
J. Participation in class

The Final Grade of every part will be calculated according to:

Final GRADE = 0.2A + 0.4D + 0.2F + 0.2J

Evaluation Criteria

Objective 1:
- The student must understand the marketing environment and trends influencing marketers in the ICT sector [A, D, J, F].

Objective 2:
- The student must learn to identify customer profiles and changes in the marketing environment [A, D, J, F].

Objective 3:
- The student must learn to manage the elements of the marketing mix—product policy, channels of distribution, communication, and pricing - in the ICT sector [A, D, J, F].

Objective 4:
- The student must learn to analyze the role of technology in the management of the marketing mix [A, D, J, F].

Objective 5:
- The student must understand the social and ethical aspects of the marketing process [A, D, J, F].

Basic Bibliography

- Principles of Marketing - Kotler & Armstrong - PRENTICE-HALL
- This textbook is used as the basic text for any marketing course
- It is easy to use and includes many useful case studies highlighting the main marketing concepts.

- Marketing Management- Philip Kotler - PRENTICE-HALL
- This textbook looks at marketing management and how organizations implement marketing strategies.

Both texts should be available in English in the library

Other books:

Introduction to Mobile Communications: Technology, Services, Markets (Informa Telecoms & Media): Technology, Services, Markets (Informa Telecoms & Media) (Hardcover)
by Wakefield Tony (Author)
Hardcover: 472 pages
Publisher: Auerbach Publishers Inc. (16 April 2007)
Language English
ISBN-10: 1420046535
ISBN-13: 978-1420046533

Digital Play: The Interaction of Technology, Culture and Marketing (Paperback)
by Stephen Kline (Author), Nick Dyer-Witheford (Author), Greig de Peuter
Paperback: 424 pages
Publisher: McGill-Queen's University Press (31 Jul 2003)
Language English
ISBN-10: 0773525912
ISBN-13: 978-0773525917

Winning Market Leadership: Strategic Marketing Planning for Technology-driven Businesses (Hardcover)
Hardcover: 328 pages
Publisher: John Wiley and Sons (9 Feb 2000)
Language English
ISBN-10: 0471644307
ISBN-13: 978-0471644309

Selling Technology: The Changing Shape of Sales in an Information Economy (Collection on Technology & Work) (Paperback)
by Asaf Darr (Author)
Paperback: 168 pages
Publisher: ILR Press (April 2006)
Language English
ISBN-10: 0801473195
ISBN-13: 978-0801473197

Successful Marketing Strategies for High-Tech Firms, Third Edition (Artech House Technology Management and Professional Developm) (Hardcover)
by Eric Viardot (Author)
Hardcover: 326 pages
Publisher: Artech House; 3Rev Ed edition (Jun 2004)
Language English
ISBN-10: 1580537006
ISBN-13: 978-1580537001

Customer-centered Telecommunications Services Marketing (Artech House Telecommunications Library) (Hardcover)
by Karen G. Strouse (Author)
Hardcover: 224 pages
Publisher: Artech House (Aug 2004)
Language English
ISBN-10: 1580538541
ISBN-13: 978-1580538541

Marketing Engineering (Paperback)
by Gary L. Lilien (Author), Arvind Rangaswamy (Author)
Paperback: 538 pages
Publisher: Trafford Publishing; 2Rev Ed edition (7 Dec 2005)
Language English
ISBN-10: 1412022525
ISBN-13: 978-1412022521

Additional Material

Students should read relevant marketing articles in the Wall Street Journal, Business Week, the Economist, Fortune Magazine regularly. All are available in the University Library.
Relevant academic journals include:
Harvard Business Review
European Journal of Marketing
International Journal of Market Research
International Journal of Technology Marketing
International Marketing Review
Journal of Marketing Management