Checking date: 08/07/2020

Course: 2020/2021

Marketing Management
Study: Master in Marketing (269)

Coordinating teacher: ESTEBAN BRAVO, MERCEDES

Department assigned to the subject: Department of Business Administration

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 Objectives: ¿ To understand how effective marketing-mix programs can be designed making decisions about product, price, communication and distribution. ¿ Be able to relate theory and practice, implementing and evaluating the results of the operational decisions.
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
The subjects will be bimodal 50% (synchronous online teaching in big or aggregate groups, face-to-face teaching in small groups). Classes may involve lectures, small group exercises, and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
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 and the academic weekly planning may change due academic events or other reasons.