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 ] |
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.
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.
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 consumer's satisfaction.
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 |
In order to attend the special exam at the end of the term, a minimum mark of 2.5 in the final exam is required.
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
Part IV. Emergent topics
Unit 8. Emergent topics: New technologies; Globalization; Ethics and social responsibility; Other topics.
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