Checking date: 01/05/2019


Course: 2019/2020

Marketing
(13167)
Study: Dual Bachelor in Law and Business Administration (229)


Coordinating teacher: ESTEBAN BRAVO, MERCEDES

Department assigned to the subject: Department of Business Administration

Type: Compulsory
ECTS Credits: 6.0 ECTS

Course:
Semester:




Students are expected to have completed
Students that enroll in this subject should have passed or at least have sound knowledge of Statistics, Microeconomics and Essentials of Business.
Competences and skills that will be acquired and learning results. Further information on this link
Knowledge: Understand the basic principles of strategic marketing direction Know the basic market research tools Understand the consumer purchasing decision process Learn fundamental concepts of segmentation and positioning Acquire basic notions of CRM Abilities Ability to design analyze the competitive marketing situation of a company Ability to make a diagnosis of the strategic position of the company in the market Ability to perform the analysis autonomously, but working as a team Leadership of the marketing strategy design process Ability to work as a team Attitudes Acquiring an ethical behavior in the marketing direction Ability to defend their points of view. Adopt a positive attitude to solve unfavorable marketing situations Acquiring an ethical behavior in the development of market research following the code of ethics of ESOMAR
Description of contents: programme
TOPIC 1. MARKETING INTRODUCTION TOPIC 2. MARKET RESEARCH I TOPIC 3. MARKET RESEARCH II TOPIC 4. CONSUMER BEHAVIOR TOPIC 5. METRICS AND MODELS TOPIC 6. MARKETING STRATEGY
Learning activities and methodology
Every week students will two classes, one and a half theory lecture to provide knowledge skills, and one and a half practice class where students can acquire additional skills and attitudes through projects, exercises and case discussions, both individually and in groups. The students will have teaching materials prepared specifically for the subject that can be complemented with the bibliography.
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50
Basic Bibliography
  • Lambin, Jean-Jacques. Market-driven management : strategic and operational marketing . McMillan Press. 2000
  • Lambin, Jean-Jacques; Chumpitaz, Ruben; Schuiling, Isabelle. Market-driven Management. Palgrave Macmillan,2nd edition. 2007
  • William R. Dillon, Thomas J. Madden, Neil H. Firtle . Marketing research in a marketing environment . Irwin. 1994
Additional Bibliography
  • Kotler, Philip. Principles of marketing. Prentice Hall. 2000
  • MUNUERA ALEMÁN, J.L.; RODRÍGUEZ ESCUDERO, A. I.. Estrategias de Marketing. Un enfoque basado en el proceso de dirección. ESIC Editorial.

The course syllabus and the academic weekly planning may change due academic events or other reasons.