Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa
Public University of Navarre
| Course code: 177601 | Subject title: MARKETING MANAGEMENT I | ||||
| Credits: 6 | Type of subject: Mandatory | Year: 3 | Period: 2º S | ||
| Department: Gestión de Empresas | |||||
| Lecturers: | |||||
| CEBOLLADA CALVO, JOSE JAVIER (Resp) [Mentoring ] | ARAMENDIA MUNETA, MARIA ELENA [Mentoring ] | ||||
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 (Marketing Management II), which shows a more operational view of Marketing.
Descriptors
Introduction to marketing, marketing environment, marketing strategy, current topics in marketing.
General proficiencies
a) Generic instrumental competences
CG01 A capacity for analysis and synthesis
CG02 A capacity for organisation and planning
CG03 Oral and written communication in their mother tongue
CG07 The capacity to solve problems
CG08 The capacity to make decisions
b) Generic personal competences
CG09 The capacity to work as part of a team
CG12 Interpersonal skills
CG13 The capacity to work in diverse and multicultural environments
CG15 An ethical approach to work
c) Systemic generic competences
CG17 A capacity for self-reliant learning
CG18 The capacity to adapt to new situations
CG20 Leadership
CG24 Respect for human rights
Specific proficiencies
CE02 To identify sources of economic information relevant to their particular enterprise and their contents
CE03 To discern information and data relevant to their particular enterprise which a non-professional would be unable to recognise
CE04 To analyse business management problems, applying professional criteria based on the use of technical instruments
CE05 To produce advisory reports on specific business and market situations
CE12 To plan, organise and oversee projects in the different functional areas of an enterprise
CE13 To identify an enterprise as a system and recognise the interdependencies between its different functional areas
CE14 To implement policies and practices to improve business management effectiveness and efficiency
CE18 Developing marketing strategies to further deep knowledge about consumers and consumer's satisfaction.
Learning outcomes
| Learning results | Content (Chapters) | Learning activities | Evaluation instrument |
| R01. To understand what is marketing, its main concepts and its role within organizations | 1, 2 | A1, A2, A3, A4, A5, A6, A7 | E1, E3, E4 |
| R02. To understand the relationship between marketing and other areas within organizations | 1, 2 | A1, A2, A3, A4, A5, A6, A7 | E1, E4 |
| R03. To have the capacity to analyze the marketing environment, in particular markets and consumer behavior | 3, 4, 5, 6 | A1, A2, A3, A4, A5, A6, A7 | E1, E2, E3, E4 |
| R04. To have the capacity to formulate marketing strategies | 7 | A1, A2, A3, A4, A5, A6, A7 | E1, E2, E3, E4 |
| R05. To know the current trends in marketing | 8 | A1, A2, A3, A4, A5, A6, A7 | E1, E4 |
| R06. To have the capacity for marketing decision making | 1 - 8 | A1, A2, A3, A4, A5, A6, A7 | E2, E3, E4 |
| R10. Marketing decision making at the strategic and tactical levels | 1 - 8 | A1, A2, A3, A4, A5, A6, A7 | E1, E2, E3, E4 |
Methodology
| Activity | Classroom hours | Out of classroom hours |
| A1 Large group sessions | 34 | |
| A2 Medium-sized group sessions | 14 | |
| A3 Group mentoring | 08 | 20 |
| A4 Group paperwork | 15 | |
| A5 Readings | 15 | |
| A6 Individual study | 35 | |
| A7 Exams | 04 | |
| A8 Individual mentoring | 05 | |
| Total | 60 | 90 |
Evaluation
| Learning results | Evaluation instrument | Weight (%) | Recoverable |
| R01, R02, R03, R04, R05, R10 | E1. Final exam. Minimum mark: 5 out of 10 | 50 | Yes |
| R03, R04, R06, R10 | E2. Cases, by groups | 15 | No |
| R01, R03, R04, R06, R10 | E3. Individual papers and class participation | 10 | No |
| R01, R02, R03, R04, R05, R06, R10 | E4. Group project. Marketing analysis of a small company. | 25 | No |
Agenda
Unit I. Marketing Fundamentals
1. Introduction
2. The marketing process
Unit II. Analysis of marketing opportunities
3. The Marketing environment
4. Marketing research
5. Consumer buyer behavior
6. Organizations buyer behavior
Unit III. Designing Marketing strategies
7. Segmenting, selecting and positioning in the market
Unit IV. Emergent topics in marketing
8. Emergent topics: New technologies; Globalization; Ethics and social responsibility; Other topics.
Bibliography
Access the bibliography that your professor has requested from the Library.
Readings
Cases
Other materials given by professors
Basic references
Kotler, P. y G. Armstrong (2015), Principles de Marketing (Global Edition), Pearson-Prentice Hall, 16 Ed. (In general, the last edition available at the beginning of the course)
Additional references
Roger D. Blackwell, James F. Engel, Paul W. Miniard (2005), Consumer behavior, Thomson,
O. C. Ferrell (Author), Michael Hartline (2012), Marketing Strategy, Text and Cases, Paperback, South-Western, Ed. 6