Public University of Navarre



Academic year: 2011/2012
International Double Bachelor's degree in Economics, Management and Business Administration at the Universidad Pública de Navarra
Course code: 176402 Subject title: MARKETING MANAGEMENT I
Credits: 6 Type of subject: Mandatory Year: 2 Period: 2º S
Department: Business Administration
Lecturers:
CEBOLLADA CALVO, JOSE JAVIER   [Mentoring ]

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Contents

We study the marketing function in the organizations. The marketing function is in charge of the relation with the market. In this course an introduction to Marketing is given, jointly with a strategic vision of the function. This course is followed by Dirección Comercial II, which shows a more operational view of Marketing.

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Descriptors

Marketing, Consumer behavior.

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General proficiencies

a) Generic instrumental competences
CG01. Analysis and synthesis skills.
CG02. Ability to organize and plan.
CG03. Oral and written communication in the native language.
CG07. Ability to solve problems.
CG08. Ability to make decisions.

b) Generic personal competences
CG09. Ability to work in a team.
CG12. Skills in personal relationships.
CG13. Ability to work in diverse and multicultural environments.
CG15. Ethical commitment in the workplace.

c) Systemic generic competences
CG17. Autonomous learning skills.
CG18. Ability to adapt to new situations.
CG20. Leadership.
GC24. Respect for human rights.

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Specific proficiencies

CE02. Identifying the sources and content of relevant economic and market information
CE03. Ability derive information from data
CE04. Applying professional criteria based on the management of technical tools to the analysis of business problems.
CE05. Ability to create reports about companies and markets
CE12. Ability for planning, organizing and controlling marketing projects.
CE13. Identifying the firm as a system and recognizing interdependencies between the different functional areas.
CE14. Implementing policies and practices aimed at improving effectiveness and efficiency.
CE18. Developing marketing strategies to further deep knowledge about consumers and consumers satisfaction.

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Methodology

Activity
Classroom hours

Out of classroom hours
A-1 Large group sessions
45
 
A-2 Medium-sized group sessions
15
 
A-3 Preparing classes
 
20
A-4 Individual paperwork
 
15
A-5 Group paperwork
 
15
A-6 Preparing exams
 
20
A-7 Individual tutorial
 
2
A-8 Other
 
18
Total
60
90

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Languages

English

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Evaluation

  • Class participation (seminar sessions): 20%
  • Individual paperworks: 10%
  • Group Project: 20%. Analysis of marketing strategies for a firm or industry
  • Final exam (minimum mark: 4): 50%

In order to attend the special exam at the end of the term, a minimun mark of 2.5 in the final exam is required.

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Agenda

Part I. Marketing Fundamentals
Unit 1. Introduction
Unit 2. The marketing process

Part II. Analysis of marketing opportunities
Unit 3. The Marketing environment
Unit 4. Marketing research
Unit 5. Consumer buyer behavior
Unit 6. Organizations buyer behavior

Part III. Designing Marketing strategies
Unit 7. Segmenting, selecting and positioning in the market
Unit 8. Marketing strategies.

Part IV. Emergent topics
Unit 9. Emergent topics: New technologies; Globalization; Ethics and social responsibility; Other topics.

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Bibliography

Access the bibliography that your professor has requested from the Library.


Kotler, P. y G. Armstrong (2011), Principles de Marketing, Pearson-Prentice Hall, 14 Ed.
Cases
Articles

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