Checking date: 22/03/2023

Course: 2023/2024

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

Coordinating teacher: ESTEBAN BRAVO, MERCEDES

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
Skills to be acquired General skills *CG1: Solid theoretical knowledge of Marketing and Market Research. *CG8: Ability to solve real problems. *CG9: Ability to work in teams under different environments, such as interdisciplinary, multicultural and/or international. *CG15: Ability to get adapted to new situations. *CG18: Ability to work autonomously. *CG21: Effective management of time and pressure. 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. *CE7: To learn how to use the abilities acquired by simulating real situations and through contact with business reality. LEARNING OUTCOMES The student identifies the objectives of the marketing function. The student lists the main instruments to define the operational strategy of the company in the market, and applies the knowledge to any type of company and market.
Skills and learning outcomes
Description of contents: programme
The aim of course this course is that Students develop personal managerial skills in "learning by doing" spirit. Students will compete playing on QUANTUM, a strategic marketing business game. QUANTUM is a marketing business-game for the development of practical skills in marketing management. It is based on the best analytical models for marketing decision making, combining academic rigor with manager's experiences in international markets. With this distinctive tool, the students learn concepts of product positioning, competitive strategy, new product development and life cycle forecasting, standardization or adaptation of products in international markets, sales promotion and loyalty programs, among others. QUANTUM is proprietary software, developed by a team of professors in Marketing Modeling at Universidad Carlos III: Mercedes Esteban-Bravo, Nora Lado Cousté, and Jose M. Vidal-Sanz.
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
  • Mizik, Natalie and Dominique M. Hanssens (eds.) . Handbook of Marketing Analytics. Methods and Applications in Marketing Management, Public Policy, and Litigation Support.. UK: Edward Elgar Publishing. 2018
  • Philip Kotler. Marketing Management. Prentice Hall Publishers. 2003

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