| Competences |
| Type A | Code | Competences Specific |
| A6 | Draw up projects about overall management or the functional areas of a company that reflect their ability to identify and carry out business initiatives. | |
| Type B | Code | Competences Transversal |
| B3 | Critical, logical and creative thinking, and an ability to innovate | |
| Type C | Code | Competences Nuclear |
| C3 | Be able to manage information and knowledge | |
| C4 | Be able to express themselves correctly both orally and in writing in one of the two official languages of the URV |
| Learning outcomes |
| Type A | Code | Learning outcomes |
| A6 |
Understand the strategic role of marketing. Identify the implications of an action plan for the marketing departments of the company. Systematize information so that marketing strategies can be carried out. | |
| Type B | Code | Learning outcomes |
| B3 |
Analyze the risks and benefits of innovation. Put forward new ideas, opportunities or solutions to familiar problems and/or processes. | |
| Type C | Code | Learning outcomes |
| C3 |
Locate and access information effectively and efficiently. Have a full understanding of the economic, legal, social and ethical implications of accessing and using information. | |
| C4 |
Produce well structured, clear and effective oral texts. |
| Contents |
| 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. |
| Planning |
| Methodologies :: Tests | ||||||||||
| Competences | (*) Class hours |
Hours outside the classroom |
(**) Total hours | |||||||
| Introductory activities |
|
1 | 0 | 1 | ||||||
| Lecture |
|
30 | 60 | 90 | ||||||
| Presentations / oral communications |
|
12 | 0 | 12 | ||||||
| Supervision |
|
8 | 16 | 24 | ||||||
| Seminars |
|
8 | 16 | 24 | ||||||
| Personal attention |
|
1 | 0 | 1 | ||||||
| Multiple-choice objective tests |
|
1 | 0 | 1 | ||||||
| (*) On e-learning, hours of virtual attendance of the teacher. (**) The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. | ||||||||||
| Methodologies |
| Description | |
| Introductory activities | Introductory class, day 1 |
| Lecture | Formal lectures |
| Presentations / oral communications | Student presentations |
| Supervision | We call them 'working sessions' where you will be able to advance the work on your group project under the close suervision of the professor. |
| Seminars | These are four practical sessions based around 4 documentaries, 3 of which are directly related to the three project group pieces of work |
| Personal attention | Come and see me in my office or beofre or after the class, in the classroom. Drop by anywatime but if you want to make sure I'm available first, then send an email to gerard.ryan@urv.cat |
| Personalized attention |
| Description |
| I'll be happy to see you, especially if you send me an email first to arrange a specific appointment or catch me after class. gerard.ryan@urv.cat |
| Assessment |
| Methodologies | Competences | Description | Weight | ||||
| Presentations / oral communications |
|
3 group projects with presentations | 50% | ||||
| Multiple-choice objective tests |
|
Final exam. Multiple choice questions. |
50% | ||||
| Others |
| Other comments and second exam session | |||
|
The assessment will consist of some works (in group and / or individual) (50%) and a final exam (50%). The participation and behavior of the student in class is taken into account throughout the semester in the calculation of the final mark of the subject. Important Notes! 1 - In order to take into account the continuous evaluation note, you need to take a minimum of 4 out of 10 in the test type test. For students who do not take a minimum of 4/10 in the test type test, the average with the mark of the works will not be done, and therefore the final grade of the subject will be the same note of the final exam. 2 - In the second call, the 100% of the mark is the final exam. There is no continuous evaluation. 3 - The notes of continuous assessment of one course to the other, or call for applications, will not be saved. |
|||
| Sources of information |
| Basic |
Kotler, P, Dirección de Marketing. Edición del Milenio, 10ª Edición, Madrid, Prentice-Hall, |
||||||||
Don't worry, I'll let you know at class about the latest edition of Marketing Principles of Marketing. In fact, any edition of Kotler's famous textbook will do just fine. The principles don't change much, the main difference is in the examples which are updated regularly. |
|||||||||
| Complementary | |||||||||
|
|||||||||
| Recommendations |
| Subjects that continue the syllabus | ||
|
||
| Other comments | |
| This is the introductory subject in marketing. Watch TV, read the newspapers, watch the ads, go to the supermarket, look around, being aware of being a consumer. |
(*)The teaching guide is the document in which the URV publishes the information about all its courses. It is a public document and cannot be modified. Only in exceptional cases can it be revised by the competent agent or duly revised so that it is in line with current legislation.