| Educational guide Faculty of Business and Economics |
english |
| Bachelor's Degree in Business Administration and Management (2009) |
 Subjects |
| THE FUNDAMENTALS OF MARKETING |
| Contents |
| IDENTIFYING DATA | 2019_20 |
| Subject | THE FUNDAMENTALS OF MARKETING | Code | 16214114 | |||||
| Study programme |
|
Cycle | 1st | |||||
| Descriptors | Credits | Type | Year | Period | ||||
| 6 | Compulsory | Second | 1Q |
|||||
| Competences | Learning outcomes | Contents |
| Planning | Methodologies | Personalized attention |
| Assessment | Sources of information | Recommendations |
| Topic | Sub-topic |
| 1. Introduction to Marketing | A. Importance and scope of marketing B. Definitions and marketing concepts C. Marketing applications D. Orientations and approaches to the market E. The correct use of information and how to avoid plagiarism in marketing work. |
| 2. Strategic Marketing Planning | A. The process of generating value B. The Value Chain C. Essential Skills D. Need to plan in marketing C. Marketing planning concepts D. Introduction to the marketing plan |
| 3. The MArketing Environment | A. Environment concept B. Factors of macroentorn C. Factors of microentertainment |
| 4. Strategy Implmentation | A. Introduction B. Competitive strategies for market leaders C. Expansion of the total market demand D. Defense of the market share E. Expansion of the market share F. Strategies of challenging companies G. Strategies for follow-up companies H. Strategies for niche specialists |
| 5. Consumer Behaviour | A. What is Consumer Behavior? B. The modeling of Consumer Behavior C. Cultural Factors D. Social Factors E. Personal Factors F. Psychological Factors |
| 6. Business to Business Markering | A. What is corporate purchase? B. Business market vs. Consumer market C. Purchase situations D. Purchase and sale of systems E. The protagonists of the business buying process. The shopping center F. The process of purchases and acquisitions in companies G. Stages of the purchase process H. Management of B2B relationships I. Institutional and government markets |
| 7. Segmentation | A. Concepts and utilities of segmentation B. Justification of the segmentation of the markets C. Process to segment the markets D. Market segmentation models E. Criteria for segmentation of consumer markets F. Criteria of segmentation of industrial markets G. Criteria for segmentation of services markets H. Targeting and definition strategies of the target audience |
| 8. Positioning | A. Concept of image, identity and positioning B. Process to determine the positioning of products and brands C. Interpretation of the positions D. Positioning strategies E. Repositioning |
| 9. Current Issues in Marketing | This last topic changes according to the most current topics of marketing of each course. To be determined each year according to the latest developments. |
