Learning objectives

Referring to knowledge General objective — Consolidate and broaden the knowledge acquired in the subject Principles of Marketing, and be introduced to strategic marketing and commercial research. Specific objectives — Examine strategic marketing and its relationship with operational marketing. — Broaden knowledge of key marketing variables from a strategic perspective. — Acquire an overview of commercial research from a business perspective.   Referring to abilities, skills — Learn how to develop marketing initiatives for companies. — Learn how to carry out commercial research projects.   Referring to attitudes, values and norms — Display an ethical and innovative approach.

 

 

Teaching blocks

 

1. Introduction

2. Choosing marketing strategies

3. Commercial research

4. Marketing plan

 

 

Teaching methods and general organization

 

The teaching method follows the general principles of the European Higher Education Area and involves the use of traditional approaches, such as face-to-face lectures and continuous assessment activities, exercises, assignments and other assessment systems. a) Lectures are interactive and make use of practical examples that help to stimulate class discussion. b) The practical activities encourage students to take a critical approach. c) The course assignment (marketing plan) is based on a real case. It promotes group work and helps students to apply the theory they have studied. d) The final examination assesses the conceptual aspects of the subject. It is recommended that students choose the continuous assessment and attend classes regularly. However, as students have a wide range of personal situations and interests, they are also entitled to request the single assessment procedure, in which case class attendance is not mandatory and the final grade is based on a single examination.

 

 

Official assessment of learning outcomes

 

This assessment procedure consists of the following: Continuous assessment + Repeat assessment (if applicable) Standard assessment period — Group and individual exercises and activities completed throughout the course: 20% of the final grade. — Group assignment (marketing plan): 30% of the final grade. — Theory examination: 50% of the final grade. In order to pass the continuous assessment, a grade of 5 out of 10 in the examination and of 4 out of 10 in the assignment are required. Repeat assessment The marks for activities completed during the course are not taken into account.   Examination-based assessment This assessment procedure consists of the following: Single assessment (withdrawal from continuous assessment) + Repeat assessment (if applicable) Students need not request single assessment. Given that the final exam for continuous assessment takes place before the date established by the Academic Council for single assessment, students who sit this exam renounce single assessment. Students who do not take the continuous assessment examination are entered for single assessment. The single assessment system is the same for the standard and repeat assessment periods. The assessment consists of an examination taken on the official date, which includes multiple-choice questions and other types of questions and/or exercises. Repeat assessment Open to all students.

Reading and study resources

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Book

MUNUERA ALEMAN, José.Luis; RODRÍGUEZ ESCUDERO, Ana Isabel. Estrategias de marketing: un enfoque basado en el proceso de dirección.  2ª ed. Madrid: Esic, 2015

Basic bibliography. Block: Choosing marketing strategies

Catàleg UB  

KOTLER, Philip; TRIAS DE BES, Fernando. Marketing lateral. Madrid: Pearson Educación, 2011

Block: Choosing marketing strategies

Catàleg UB  

KOTLER, Philip.; KELLER, Kevin Lane. Marketing Management. 14ª ed. Boston (Mass.): Pearson Education, 2012

Catàleg UB  
Catàleg UB. Versió en castellà (15a ed., 2016)   

LAMBIN, Jean-Jacques; GALLUCCI, Carlo; SICURELLO, Carlos. Dirección de marketing, gestión estratégica y operativa del mercado. México D.F.: McGraw-Hill Interamericana, 2009

Block: Marketing plan

Catàleg UB  

LUTHER, William .M. The Marketing Plan: how to prepare and implement it. New York: Amacom, 2001

Block: Marketing plan

Versió en línia (2001)  

MALHOTRA, Naresh .K.; BIRKS, David.; WILLS, Peter A. Marketing Research:An applied approach. 4ª ed.  Pearson, 2012

Block: Commercial research

Catàleg UB  

MOORADIAN, Todd A.; MATZLER, Kurt.; RING, Lawrence J. Strategic Marketing. 2ª ed. Williamsburg, Virginia, USA : Good Dog Publishing, 2012

Block: Choosing marketing strategies

Catàleg UB  

SAINZ DE VICUÑA ANCÏN, José María. El plan de marketing en la práctica. 20ª ed. rev. y act. Madrid: Esic, 2015

Block: Marketing plan

Catàleg UB  
Versió en línia (22a ed., 2018)  

FERNÁNDEZ NOGALES, Angel. Investigación y técnicas de mercado. 2ª ed. Madrid Esic, 2004

Block: Commercial research

Catàleg UB  

SANTESMASES MESTRE, Miguel. Marketing. Conceptos y estrategias. 6a. ed. Madrid: Pirámide, 2012

Block: Choosing marketing strategies

Catàleg UB  

WEST, Douglas.; FORD, John., IBRAHIM, Essam. Strategic Marketing: Creating Competitive advantadge. 3 ed. Oxford, United Kingdom : Oxford University Press, 2015

Catàleg UB  

Web page

Trend watchhing (Independent and optionated trend firm) [en línea]. London/NewYork/Singapore/Sao Paulo. Disponible a: http://trendwatching.com/

Anuncios online (Revista de publicitat i anuncis en línia) [en línia].Publicaciones Profesionales SL. Madrid. Disponible a: http://www.anuncios.com

Fecemd (Federación de Comercio Electrónico y Marketing Directo). [en línia]. Madrid/Barcelona. Disponible a: https://www.adigital.org/

Esomar (Associació Internacional de professionals de la Investigació)[en línia]. Amsterdam. Disponible a: https://www.esomar.org/

Ipmark (Revista de publicitat i màrqueting) [en línia]. Ediciones y Estudios, S.L. Madrid. Disponible a:http://ipmark.com/