Marketing

OF KNOWLEDGE Learn the main tools to analyze the competitive marketing situation of a company To apply the knowledge to any type of company and market Synthesize the measures of market responses and their relationship to marketing objectives Learn the main components of a marketing plan Evaluate the fulfillment of the main objectives of the marketing function SKILLS Ability to analyze the competitive marketing situation of a company Ability to make a diagnosis of the company's strategic position in the market Ability to perform the analysis autonomously, but working in a team Ability to make decisions Ability to lead the process of design and implementation of marketing strategy Ability to integrate different theoretical concepts and value the interaction between them Ability to apply marketing knowledge to a specific market situation Ability to schedule and allocate time to complete a task on schedule Ability to interact with others and do group work ATTITUDES Acquire ethical behavior in marketing management Ability to defend and argument points of view Adopting a positive attitude to solve unfavorable marketing situations Developing the ability to search for creative solutions Developing the ability to understand and accept other points of view Developing an innovative and entrepreneurial attitude

1. Connecting with consumers: value, satisfaction and loyalty. 2. Connecting with consumers: creation and management of brands (strategies, image, identity and personality). 3. Shaping the market offering (Product: types, multi-attribute concept, innovation and diffusion of new products). 4. Pricing the market offering (Pricing: determinants and strategies, cost-based pricing, demand-based pricing, competition-based pricing, pricing in the online market). 5. Communicating value (impersonal): steps to develop effective communication, the communication-mix, budgeting, advertising, promotions, public relations 6. Communicating value (personal): direct marketing, sales force, interactive marketing, word-of-mouth, social media. 7. Delivering value: distribution (types of channels, e-commerce, communication strategies with distributors). 8. Delivering value: processes, people and physical evidence (the other 3Ps). 9. Implementing marketing management 10. Marketing plan (content and marketing audit)

The knowledge and attitude competences will be acquired by the students through lectures and by making marketing decisions in which the theoretical concepts are applied. The skills will be developed especially throughout the semester with practical work in groups and their oral presentation in teams. The 6 ECTS credits of the course correspond to the following structure: Lectures and theoretical classes: 3 ECTS. Practicums: 3 ECTS The theoretical classes will serve to establish the conceptual bases so that the student can correctly develop the set competences. Practicums help to develop diagnostic, evaluation, concepts¿ integration and application, as well as to develop teamwork, decision making and communication skills. In this course, students are not allowed to use artifcial intelligence tools for completing assignments or exercises proposed by the instructor.