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 ] | JIMENEZ GARCIA, ANA [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.
Learning outcomes
RA01: Identify relevant economic information sources for the company and their content.
RA03: Derive relevant information for the company from data that cannot be recognized by non-professionals.
RA14: Understand what marketing is, its most important concepts, and its importance in organizations and the economy.
RA18: Evaluate, based on relevant information records, the situation and foreseeable evolution of a company.
RA20: Plan, organize, and control global management projects or those of the different functional areas of the company.
RA21: Apply policies and practices aimed at improving the effectiveness and efficiency of business management.
RA25: Use personal, social, and methodological knowledge, skills, and abilities to issue advisory reports on specific situations of companies and markets.
RA26: Analyze and solve complex business management problems by applying the knowledge, skills, and competencies acquired.
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 | Minimum required grade |
|---|---|---|---|---|
| E1. Course participation and activities (individual) | 15 | No | ||
| E2. Practice: Resolution and class discussion (group) | 15 | No | ||
| E3. Project: Marketing analysis of a small company (group) | 25 | Yes. Equivalent tests | 5 | |
| E4. Final exam (minimum: 5) | 45 | Yes. Exam | 5 |
When the student fails the activities or evaluation instruments in which there is a minimum grade required, the course grade will be a maximum of 4.9
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
- Instructor materials
Basic references
- Kotler, P. y G. Armstrong (2018), Principles de Marketing (Global Edition), Pearson-Prentice Hall, 17 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, Michael Hartline (2012), Marketing Strategy, Text and Cases, Paperback, South-Western, Ed. 6