Checking date: 31/03/2022


Course: 2022/2023

Marketing
(13167)
Study: Dual Bachelor in Computer Science and Engineering, and Business Administration (233)


Coordinating teacher: VIDAL SANZ, JOSE MANUEL

Department assigned to the subject: Department of Business Administration

Type: Compulsory
ECTS Credits: 6.0 ECTS

Course:
Semester:




Requirements (Subjects that are assumed to be known)
Students that enroll in this subject should have passed or at least have sound knowledge of the following subjects: Statistics Econometrics Microeconomics Introduction to Business Administration WARNING: Exchange students who have not taken these subjects will find it difficult to pass the course and are not recommended to enroll.
Objectives
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
Skills and learning outcomes
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 Y 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 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Calendar of Continuous assessment
Basic Bibliography
  • Esteban-Bravo, M., & Vidal-Sanz, J. . Marketing Research Methods: Quantitative and Qualitative Approaches.. Cambridge: Cambridge University Press. doi:10.1017/9781108874748. 2021
  • Lambin, Jean-Jacques; Chumpitaz, Ruben; Schuiling, Isabelle. Market-driven Management. Palgrave Macmillan, 2nd edition. 2007
Additional Bibliography
  • Kotler, Philip. Principles of marketing. Prentice Hall. 2000

The course syllabus may change due academic events or other reasons.