Universitat Internacional de Catalunya
Marketing 2
Other languages of instruction: Catalan, English,
Teaching staff
SEMESTER 1 (2021-22 - Marketing 2, English) - Professor: Dr Nicoletta Occhiocupo
Please get in touch via email to arrange an appointment: nocchiocupo@uic.es
Introduction
Nowadays, an in-depth knowledge of the market, competitors and customers is a key factor for maintaining any organisation alive in a competitive environment. For this reason, it is paramount for companies to have marketing strategies in place to help them succeed and survive in the medium-long term run. The course will explore elements of marketing strategies across different sectors.
Pre-course requirements
Knowledge and understanding of basic marketing concepts.
Ability to apply basic marketing concepts to in-company situations.
Objectives
The core objectives of this course are:
- Gain a deeper knowledge and understanding of stretegic marketing elements.
- Analyse the marketing strategies used by a company in a given market.
- Understand and be able to apply marketing research techniques.
- Be able to have an applied understanding of services marketing and luxury marketing.
- Take into account key international and digital marketing aspects when developing marketing strategies.
Competences/Learning outcomes of the degree programme
- 22 - To be able to identify the nature and behaviour of producers, consumers and investors.
- 25 - To understand the commercial function of a company and its objectives.
- 26 - To comprehend and use the basic concepts of marketing and the main sectorial policies and understand the commercial environment in which these companies operate.
- 27 - To be able to read and understand literature on economic and business issues.
- 28 - To be able to work in another language and use terminology and structures related to the economic-business world.
- 29 - To know what an information system is and its typology.
- 30 - To be familiar with information systems models: relational databases and mis, dss, eis, crm, scm, bi, km, erp, bpms models.
- 34 - To develop the ability to predict situations and anticipate events, as well as be able to recognise and interpret an economic situation within a specific context.
- 39 - To acquire the ability to solve problems and make decisions based on relevant information, applying the appropriate methods and situating the problem within the organisation as a whole.
- 46 - To acquire the ability to understand and participate in conferences and lectures in an academic context.
- 50 - To acquire the ability to relate concepts, analyse and synthesise.
- 51 - To develop decision making skills.
- 52 - To develop interpersonal skills and the ability to work as part of a team.
- 53 - To acquire the skills necessary to learn autonomously.
- 54 - To be able to express one’s ideas and formulate arguments in a logical and coherent way, both verbally and in writing.
- 56 - To be able to create arguments which are conducive to critical and self-critical thinking.
- 57 - To acquire skills which favour reading comprehension.
- 60 - To acquire knowledge that promotes respect for other cultures and habits.
- 61 - To develop skills for adapting to new situations.
- 62 - To acquire mechanisms that facilitate the adoption of ethical commitments.
- 63 - To be able to analyse business related behaviour and decisions and evaluate them from an economic, social and ethical point of view.
- 64 - To be able to plan and organise one's work.
- 65 - To acquire the ability to put knowledge into practice.
- 66 - To be able to retrieve and manage information.
- 67 - To be able to express oneself in other languages.
Syllabus
Marketing 2 will cover the following topics, using theory and applied examples from practice:
- MARKETING PLAN
- MARKETING RESEARCH
- SERVICES MARKETING
- LUXURY MARKETING
- DIGITAL MARKETING
- GLOBAL MARKETING
Teaching and learning activities
In person
This course requires regular attendance and active participation. As such, teaching and learning activities aim at being inclusive, ensuring as much participation as possible from students.
Sessions will include a combination of:
- Lectures
- In-class discussions
- Case study analysis/discussion
- Individual and group exercises
- Students presentations
Evaluation systems and criteria
In person
Please note that in order to qualify for a mark on this course, you must attend at least 75% of the classes. This also applies to the re-take in the 2nd exam session (normally, in the summer). Evaluation on this course includes the following assessment components:
- 50% Exam
- 30% Coursework/presentations/exercises
- 20% In-class participation and activities (attendance, with no active participation, won't qualify for a mark in this assessment component)