Universitat Internacional de Catalunya

Marketing

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

Teaching staff


Dra. OCCHIOCUPO, Nicoletta - nocchiocupo@uic.es

Introduction

According to the American Marketing Association (2017), "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large". In the past few years, greater emphasis has been put on understanding customers, rather than simply focusing on production. This course will explore several factors and trends, which are affecting today's marketing principles and practices, such as internationalisation, innovation, sustainability and digitalization. 

Pre-course requirements

It is expected that students have:

- a basic understanding of Marketing principles and practices;

- have a good level of spoken and written English

Objectives

At the end of this course, you will be able to understand and apply concepts and knowledge relating to different aspects of marketing, relevant both in business to business and in consumer facing settings.

At the same time, you'll be developing transferrable skills such as conducting research, presenting ideas, analysing cases and working as part of a team.

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.

Syllabus

This Master course will cover aspects aroud the following topics:  
  • Introduction to Marketing
  • Marketing Planning
  • Developing New Offerings
  • Marketing in the Global Context
  • The Interface between Marketing and Operations
  • Marketing in the Digital Era
  • CSR and sustainability in Marketing

Teaching and learning activities

In person



This course requires regular attendance and active participation during each session. 

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



Evaluation on this course includes the following assessment components:

  • 50% Exam
  • 30% Coursework/presentations
  • 20% In-class active participation and activities

You must attend at least 70% of the classes in order to qualify for a mark in the 1st exam session.

Resit:

  • 100% exam

Bibliography and resources

You can consult the following books:

  • Hollensen, S. (2019 or 2017) Global Marketing, 8th (or 7th) ed., Pearson Education (Harlow)
  • Kotler, P. and Keller, K. (2011) Marketing Management, 14th ed., Prentice Hall

 

Print version