Educational guide 2023_24 Faculty of Business and Economics

Bachelor's Degree in Business Administration and Management (2009)

Contents

Topic	Sub-topic
1. Marketing Management	1.1. Reviewing concepts... 1.2. Strategic Marketing vs Operational Marketing 1.3. The strategic planning process 1.4. The Marketing Plan
2. Marketing information and decisions	2.1. Introduction 2.2. Components of a modern marketing information system
3. Product Management and Brand	3.1. Set product strategy 3.2. Launch of new market offers 3.3. Brand Capital Creation
4. The management of services	4.1. Nature of services 4.2. New Services Realities 4.3. Excellence in Service Marketing 4.4. Quality of service administration 4.5. Manage product support services
5. Price and margin policy	5.1. Price fixing knowledge 5.2. Price fix 5.3. Price adjustment 5.4. Start and reply to price changes
6. The distribution channels	6.1. Marketing Channels and Value Networks 6.2. The role of marketing channels 6.3. Channel Design Decisions 6.4. Channel administration decisions 6.5. Integration and channel systems 6.6.6. Marketing practices in electronic commerce 6.7. Marketing practices in m-commerce 6.8. Conflicts, cooperation and competence
7. The point of sale and retail marketing	7.1. Retail sales 7.2. Trade Marks 7.3. Trade marketing 7.4. Market Logistics
8. Integrated Marketing Communication	8.1. Integrated marketing communications design and management 8.2. Mass communications management: advertising, sales promotions, events and experiences, and public relations 8.3. Digital communications management: online, social media and mobile 8.4. Personal communications management: direct marketing and database marketing
9. The sales direction	9.1. Sales Force Design 9.2. Sales strength management 9.3. Personal sales principles

Competences	Learning outcomes	Contents
Planning	Methodologies	Personalized attention
Assessment	Sources of information	Recommendations