Universitat Internacional de Catalunya

Marketing

Marketing
3
13369
1
First semester
op
Main language of instruction: English

Teaching staff


Dra. RODRÍGUEZ DONAIRE, Silvia - srodriguezd@uic.es

Introduction

In the event that the health authorities announce a new period of confinement due to the evolution of the health crisis caused by COVID-19, the teaching staff will promptly communicate how this may effect the teaching methodologies and activities as well as the assessment.


According to Hubspot, marketing is a process that makes people interested in a product or service of a company. On the other hand, we have an increasingly dynamic environment where customer tastes and interests are constantly changing. Therefore, we must adapt products to customer needs by conducting market research, analyzing and understanding customer interests using agile methodologies, as well as promoting and selling products using a combination of analog and world techniques. on-line. Thus, marketing is not just about selling and advertising the product, but also developing the Minimum Viable Product (MVP) and understanding the customer. In addition, in this subject we will also examine how the digital revolution has impacted the analog world and how we can adapt with the best of both worlds.

Objectives

  • Consolidate the basic concepts associated with the marketing area of a company.
  • Understand what products are and how they fit into the marketing mix.
  • Learn how to go from an idea to a product, the product launch and how to manage the life cycle of a product.
  • Understand what integrated communication marketing is.
  • Learn theories of how to promote a product and how customers make decisions before making a purchase.
  • Understand the importance of distribution channels.
  • Learn different methodologies and how to set product prices.
  • Understand the main difference between Analog and Digital and the implications of these differences in marketing.
  • Learn different real-world examples that use various strategies to successfully market analog products and/or services in Digital age.
  • Develop skills such as group work, and oral and written communication.

Competences/Learning outcomes of the degree programme

  • CB8 - Que los estudiantes sean capaces de integrar conocimientos y enfrentarse a la complejidad de formular juicios a partir de una información que, siendo incompleta o limitada, incluya reflexiones sobre las responsabilidades sociales y éticas vinculadas a la aplicación de sus conocimientos y juicios.
  • CG2 - Capacidad de trabajo e integración en equipos humanos de trabajo multidisciplinares y multiculturales, y si procede, asumir el liderazgo.
  • CG3 - Capacidad para generar nuevas ideas y evaluar de forma crítica las alternativas en presencia de múltiples criterios y actores.
  • CT1 - Capacidad de comunicar de forma efectiva en un contexto profesional tanto verbalmente como por escrito en la propia lengua y al menos otra lengua extranjera (inglés).
  • CT3 - Uso solvente de los recursos de información y capacidad de análisis y síntesis de la misma.

Learning outcomes of the subject

  • The student will be able to consolidate the basic concepts associated with the marketing area of a company.
  • The student will be able to understand what the products are and how they fit into the marketing mix.
  • The student will be able to learn how to go from an idea to a product, the launch of the product and how to manage the life cycle of a product.
  • The student will be able to understand what is integrated communication marketing.
  • The student will be able to learn theories of how to promote a product and how customers make decisions before making a purchase.
  • The student will be able to understand the importance of distribution channels.
  • The student will be able to learn different methodologies and how to set product prices.
  • The student will be able to understand the main difference between Analog and Digital and the implications of these differences in marketing.
  • The student will be able to learn different real-world examples that use various strategies to successfully market analog products and / or services in the Digital era.
  • The student will be able to develop skills such as group work, and oral and written communication.

Syllabus

15 sessions of 2 hours each one distributed:

BLOCK 1: INTRODUCTION TO MARKETING

  • Number of sessions: 1

BLOCK 2: UNDERSTAND CUSTOMERS AND ADAPT THE PRODUCT

  • Number of sessions: 3

BLOCK 3: SITUATION ANALYSIS

  • Number of sessions: 1

BLOCK 4: MARKETING MIX

  • Number of sessions: 1

BLOCK 5: ANALOGUE VS DIGITAL

  • Number of sessions: 1

BLOCK 6: COMMUNICATION MARKETING AND PRICE STRATEGY

  • Number of sessions: 2

Teaching and learning activities

In person



Throughout the course, flipped learning will be used as a training methodology.

The teaching dynamics of the classes will follow the following structure:

1. Before class, students must carry out prior autonomous work:

  • Download the material to work in class from Moodle.
  • Review the material in depth.

2. The first part of the class (45-60 minutes). It is assumed that students have reviewed the class materials. The first part will be devoted to:

  • Answer online and assimilation control test of the materials read. This test will count towards the grade of participation in class and see how the students evolve throughout the course.
  • Solve doubts.
  • Dig deeper into those concepts that raise doubts or require further explanation.

3. The second part of the class (60-45 minutes). After the first part of the class, you will apply the knowledge in solving activities designed by the teacher:

  • Students will read the statement of the activity in class.
  • Students will work in groups and come up with a joint solution.
  • One student from each group will present the group's vision and conclusions to the rest.

The philosophy of teaching dynamics seeks to ensure the memorability of the concepts and knowledge learned. Therefore, the different phases of the Kolb learning process are combined, taking into account the profile of the students and how they will face the learning process.

Evaluation systems and criteria

In person



The final grade on first call will have four components:

  • 25% Continuous evaluation - TEST
  • 15% Class participation - participation in class training activities (Kahoot, resolution of activities, ...).
  • 35% Group project (the grade of each student will be individualized from a peer-review, which will have a weight of 20% within the project, where the contribution of each member in the project will be valued)
  • 25% Reflection of learning

In the second sitting, the evaluation is based on:

  • 50% Part I: TEST
  • 50% Part II: written part.

Bibliography and resources

Basic Bibliography

  • Philip Kotler and Kevin Keller, 2011. Marketing Management, Boston: Prentice Hall, 14th Edition, ISBN 978-0-13-210292-6

Complementary Bibliography

  • Steve Blank, 2020. The Four Steps to the Epiphany: Successful Strategies for Products that Win. Wiley, 1st Edition. ISBN-13: 978-1119690351
  • Cindy Alvarez, 2017. Lean Customer Development: Building Products Your Customers Will Buy. O'Reilly Media; 1st Edition. ISBN-13: 978-1492023746
  • Eric Ries, 2011. The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Currency, 1st Edition. ISBN-13: 978-0307887894
  • Brant Cooper and Patrik VlasKovits, 2010. The Entrepreneur's Guide to Customer Development: A cheat sheet to The Four Steps to the Epiphany. ISBN-13: 978-0982743607
Print version