Educational guide Faculty of Business and Economics |
english |
Double degree in Business Admin. and Management and Finance Accounting 2014 |
Subjects |
MARKETING PRINCIPLES |
Contents |
IDENTIFYING DATA | 2022_23 |
Subject | MARKETING PRINCIPLES | Code | 16904127 | |||||
Study programme |
|
Cycle | 1st | |||||
Descriptors | Credits | Type | Year | Period | ||||
6 | Compulsory | First | 1Q |
Competences | Learning outcomes | Contents |
Planning | Methodologies | Personalized attention |
Assessment | Sources of information | Recommendations |
Topic | Sub-topic |
1. A Marketing Life: An exploration of the omnipresence of marketing in contemporary life. | Marketing ubiquity The Colonisation of Everything Democracy, capitalism and marketing |
2. The History and Evolution of Marketing | Marketing history through 'The Century of the Self' (mass persuasion and the engineering of consent). |
3. Marketing Managment: The discipline | A management discipline An academic discipline Marketing as a profession Marketing as a business process |
4. Strategic Marketing | The tools and techniques of strategic marketing and strategic planning, as thought in business schools around the world |
5. Creative Marketing | Exploring the link between creativity and successful marketing. |
6. The Marketing Environment | The marketing environment model Current issues and trends in the macro environment. |
7. Marketing Research & Privacy | An introduction to marketing research Quantitative and qualitative marketing research techniques Marketing research and consumer privacy |
8. The Consumer | Consumer behaviour Consumer culture theory |
9. Manufacturing Choice: Segmentation | An introduction to consumer choice and market segmentation techniques |
10. 'Be Different'. Positioning |
An introduction to market positioning and the USP - unique selling proposition |
11. Digital & Social Media Marketing | An introduction to the history, evolution and current trends in online, digital and social media marketing |
12. International Marketing | An introduction to marketing across different cultural contexts. |