Facultad de Ciencias Económicas y Empresariales
BACHELOR IN BUSINESS ADMINISTRATION THIRD-YEAR Course
PRINCIPLES OF MARKETING
Module
Marketing
Character
Compulsory
Credits
6 ECTS
Year
Third
Code
802285
Area
Commercial management and research
Attendance
2.7 ECTS
Non Attendance
3.3 ECTS
Term
Fifth
INSTRUCTOR, GROUP, TIMETABLE Department Professor Carmen Abril
E-mail
[email protected]
Office PAB 6- 38
Tutorials SEE WEB
SYNOPSIS BRIEF DESCRIPTION The main objective of the “Marketing Fundamentals” course is to ensure that students learn the basics concepts of the marketing discipline in order to be able to apply them in any firm. The course also aims to develop the competences and abilities needed to effectively manage the marketing processes in any kind of company.
PRE-REQUISITES Fluent level of english.
Facultad de Ciencias Económicas y Empresariales
AIMS & OBJECTIVES OBJECTIVES (learning outcomes) OBJECTIVES 1. To introduce the students in the basic concepts of marketing discipline. G1,T1,T5,E2,E3 2. Establish connections and understand interdependence between marketing decisions and other functions within the firm. G2, T1, T4,E2,E7 3. Ensure the concepts learnt are applicable to marketing departments in any firm. G3,T4,T5,E6,E7 4. To highlight the importance of marketing in current economy and society. G3,T1,T5,E6 5. Develop the ability to analyze and take action standards in the marketing management. G1,G2,G3,G4,T1,T2,T3,T4,T5,E3,E7
Capabilities General: G1,G2,G3, Cross-sectional: T1,T2,T3,T4,T5 Specific: E2,E3,E7
TOPICS COVERED (Syllabus) Definition and marketing processes 1. What is marketing? 2. Marketing processes in the organizations. Micro-macro environment Knowing the market and the consumer 3 Consumer and B2B behavior 4 Market research. Managing information systems in marketing Designing marketing strategies and the marketing mix 5 The product in marketing: Product and services 6 Segmentation and Positioning strategies 7 Brand management and strategies 8 Setting prices and pricing strategies.
Facultad de Ciencias Económicas y Empresariales
9 The distribution channel 10 Media and communication strategy New trends in Marketing 11. Marketing and new technologies %share total ECTS
Presence
LEARNING ACTIVITIES Theory
20%
100%
Practice
20%
75%
Tutorías
6%
100%
Assesment activities
4%
100%
Assignments
20%
0%
Hours of study
30%
0%
Facultad de Ciencias Económicas y Empresariales
ASSESMENT EXAMS
% share final grade
50%
% Share of Final Grade
40%
Final exam theory and practice Other activities
Projects, Case discussions and reports Presentations and group or individual assignments Other activities
& Share of Final Grade 10%
Proactive in class participation ASSESSMENT CRITERIA •
The final exam will be related to the syllabus and the discussions performed in class. Minimum score to pass the course is 5 out of 10
•
The Project assignment (if any) will be done in teams of 3 or 4 members. It will consist in a marketing plan or marketing related task.
•
The analysis and debate of the practical cases will be done through practical and theoretical concepts and tools; individual or group work.
•
The proactive individual participation will consider the face to face activities (class attendance, seminars, conferences, tutorials, group contribution..) as well as on line (webs, blogs, social network activities)
•
The student might ask for Not attend grading in the ordinary intake in case the student will discontinue class attendance or practices during the first month and a half of the semester. After this period the student will keep on with the on going grading system.
•
En case the student will not attend the extraordinary exam the student will be considered not attend regardless of the on going evaluation. In case the student will do the extraordinary exam, the grade will be the result to apply the percentages described in the syllabus of the course.
•
Students attending the extraordinary exam who didnt pass the ongoing evaluation, will have a grade for the on going evaluation equal to the final ordinary grade.
Facultad de Ciencias Económicas y Empresariales
CALENDAR (to be adjusted as needed) SEPTEMBER Week
TOPIC
7/14
What is marketing?
In the classroom • • •
21
Market research processes Understanding consumer behaviour
• • • •
28
Outside the classroom
Discuss about marketing role in the organizations Understand marketing role Discuss the concept of needs, wants and desires
• •
Explain market research role and purpose Understand market research process Explain different types of behaviors and marketing implications Understand the concepts of attitudes, beliefs and values
•
Brand definition
• •
Define what a brand is Understand how brands are built
Brand portfolio
•
Understand the strategic importance of the brand portfolio decisions
•
•
Take a position Find relevant arguments to build the pint of view Look for market place examples
Elaborate a research plan to answer a research question Observe consumers when deciding/purchasing a product
• •
Analyze different brand images and identities
Build firms brands architecture
Facultad de Ciencias Económicas y Empresariales OCTOBER
5
The product
• • •
12
Market segmentation
• •
19
Market Positioning
• •
The distribution
• •
26
SEMINAR
Understand the definition of a product in marketing management Highlight the importance of perceptions Understand how markets are defined
•
Search for examples to illustrate concepts
Define the role and importance of market segmentation for firms Types of segments and characteristics
• •
Segment a chosen market
Build a positioning map Discuss about the concept of market positioning Understand the importance of distribution as strategic decision Discuss about different distribution channels
•
Analyze a market and build its positioning map
•
In store analysis of different formats
Understand the variables for segmentation used
Facultad de Ciencias Económicas y Empresariales NOVEMBER Week 2
TOPIC the marketing mix The price
9
The advertising
The promotion
16
In the classroom • Define the price in marketing as opposed of economic theory • Methods for setting prices • • • • •
Process for communication The role of advertising
Understand how to build and evaluate a media plan Explain basic concepts
•
Concepts about digital marketing and social media
•
• 23
Digital marketing
•
30
SEMINAR
•
• •
Definition of promotions Types and evaluation •
The Media plan
Outside the classroom • Exercise in class
Exercises to judge advertising Bring the most hated and preferred spots to class • Bring examples to class • Evaluate objectives and mechanics Search and discuss about media strategy of a brand
Build your own campaign
•
DECEMBER Week 7
TOPIC WRAP UP
In the classroom
Outside the classroom •
Facultad de Ciencias Económicas y Empresariales 14
GROUP PRESENTATIONS
•
•
Facultad de Ciencias Económicas y Empresariales
Facultad de Ciencias Económicas y Empresariales
RESOURCES BASIC BIBLIOGRAPHY • LAMB, C. et al. (2012). Mktg . Ed.Cengage Learning. •
KOTLER, P. ; AMSTRONG,G. (2011) Principles of marketing. Ed. Pearson- Prentice Hall.
• KOTLER, P. ; KELLER, K. (2011) Marketing management . Ed. Pearson- Prentice Hall.
FURTHER READING • ASSAEL, H. (2004) Consumer behavior : a strategic approach Ed. Houghton Mifflin • LINDSTROM, M. (2009) Buyology. Ed. Random House Business Books. • ARIELY, D. (2008) Predictably Irrational. Ed Harper Colins • HOXIE, M. (2011) 90 days to success marketing and advertising your small business [Recurso electrónico] Course Technology, • SZETELA, D.; KERSCHBAUM, J. (2010). Pay-per-click search engine marketing [Recurso electrónico] Ed. Wiley, • SOLOMON, M.: BARNOSSY, G. (2006) Consumer behaviour : A European Perspective. Ed. Prentice-Hall/Financial Times. OTHER RESOURCES UCM library on line. There you will have access through the electronic resources to world leading academic and business publications
