Checking date: 22/03/2024

Course: 2024/2025

Strategic Marketing
Master in Marketing (Plan: 279 - Estudio: 269)

Coordinating teacher: LADO COUSTE, NORA RITA

Department assigned to the subject: Business Administration Department

Type: Compulsory
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
Not required.
COMPETENCES General skills: *CG1: Solid theoretical knowledge of Marketing and Market Research. *CG8: Ability to solve real problems. Specific skills: *CE3. To know and apply the fundamental theories of strategic and operational marketing, and its application to marketing management under different philosophical approaches, emphasizing market orientation. LEARNING OUTCOMES The student identifies the objectives of the marketing function. The student distinguishes between the main instruments to make a diagnosis of the strategic position of the company in the market, and applies the knowledge to any type of company and market. The student is able to list the concepts necessary for the design of a marketing strategy in the company.
Skills and learning outcomes
Description of contents: programme
The fundamentals of marketing: function, objectives. The orientation of the Business. Strategic and operational marketing. Analysis of the Market Environment, assessment of the company situation. Brief summary of market response measures (cognitive, affective, and behavioral). The value of the consumers and CRM. Principles of strategic marketing. Demand Segmentation, Targeting and Positioning. Product portfolio analysis, Nurturing Competitive advantages, Market competitive and growth strategies.
Learning activities and methodology
TRAINING ACTIVITIES OF THE SUBJECT AF3 Theoretical practical classes AF6 Group work AF7 Individual student work Activity code / No. of total hours / No. of face-to-face hours /% face-to-face AF3 126 126 100 AF6 174 0 0 AF7 150 0 0 TOTAL SUBJECT 450 126 TEACHING METHODOLOGIES MD1 Lectures in the teacher's class supported by computer and audiovisual media, in which the main concepts of the subject are developed and the bibliography is provided to complement the students' learning. MD2 Critical reading of texts recommended by the professor of the subject: Sentences and resolutions, press articles, reports, manuals and / or academic articles, either for later discussion in class, or to expand and consolidate the knowledge of the subject. MD3 Resolution of practical cases, problems, etc.¿ raised by the teacher individually or in groups MD4 Presentation and discussion in class, under the moderation of the teacher, of topics related to the content of the subject, as well as practical cases MD5 Preparation of works and reports individually or in groups
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60

Calendar of Continuous assessment

Basic Bibliography
  • G. Tellis. Unrelenting Innovation: How to Create a Culture for Market Dominance. Jossey-Bass, Wiley. 2013
  • J J Lambin ( with R. Chumpitaz). Market-Driven Management. Palgrave Macmillan. 2007
  • J N Kapferer. The New Strategic Brand Management , Advanced Insights & Strategic Thinking. Kagan Page. 2013
  • Jean-Jacques Lambin, Isabelle Schuiling. Market-Driven Management Strategic and Operational Marketing . Palgrave Macmillan. 2012
Additional Bibliography
  • David Aaker. Brand Relevance: Making Competitors Irrelevant. Wiley & Sons. 2011
  • Day & Moorman. Strategy from the Outside In: Profiting from Customer Value. McGraw Hill. 2010

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