Descripción
The objective of this course is to take practical approach to marketing. It gives the student the opportunity to practise on all marketing concepts and to develop them on a dynamic way. The Marketing Management course provides in-depth exposure to practical examples and applications about managerial decisions. These include the trade-off between the organization’s objectives and resources against needs and opportunities in the marketplace.
Tipo asignatura
Tercer - Obligatoria
Semestre
Primero
Curso
2
Créditos
4.00

Profesores Titulares

Ferran Blanch Colino
Profesor/a
Conocimientos previos
Objetivos

Strategic overview: Developed a broad definition of strategic marketing and the marketing concepts.

Global: To identify implications of the marketing decisions in the different areas of the organization (accounting, finance, research and development, purchasing...)

To evaluate the effects of the marketing concept on the firm, consumers, and society.

Strategic Marketing Plan (SMP): Understand and practice with the contents and structure of a Marketing Plan.

Research Methodology: Understand the process of marketing research in making effective marketing decisions.

Marketing Activities: Developing an awareness and understanding of the different marketing activities.

The revolution of Marketing on line: understand the main tools in depth.

Contenidos

Topic 1 Introduction to the Marketing Management

Topic 2 MIS (Marketing Information System)

Topic 3 Frame of Reference (In which market or markets it worth to be?). 1st Strategic Decision

Topic 4 Diagnostic (I) (Classical SWOT vs. Dynamic SWOT, a new way to evaluate where we are)

Topic 5 Diagnostic (II) (Key Performance Factors and Distinctive Competences & Strategic alternatives, how to choose the best one?)

Topic 6 Corporative & Growth Strategies

Topic 7 Segmentation Strategy

Topic 8 Value Proposition: Positioning Strategy

Topic 9 Value Proposition: Brand Strategy

Topic 10 New Strategic Trends

Topic 11 Wrap-up

Metodología

The learning experience is based on a range of teaching methods that seek to foster your understanding of the marketing function.

The class will draw on lectures that will concentrate on the principle marketing concepts, case studies that you will be required to do outside class time as well as in-class discussions. We will also draw on the vast array of multimedia sources such as videos, podcasts and blogs to supplement written material.
In addition, you will develop a real case.

Evaluación

The course grade will be based on the following point breakdown:

Participation (40%)

Mid-term Examination or Mid-Term Presentation (10%)

SMP (50%)

Criterios evaluación
Bibliografía básica

Market-driven Management. Jean-Jaques Lambin. Ed.Palgrave – Macmillan.

Marketing Management. 13erd edition. Kotler & Keller. Person – Prentice Hall.

Material complementario