Universitat Internacional de Catalunya
Marketing Management 1
Other languages of instruction: Catalan, English
Teaching staff
Introduction
In today’s world, an in-depth knowledge of the market, competitors and customers is a pivotal factor to maintaining any organisation alive in a competitive environment. For this reason, marketing strategies are becoming increasingly important in company decisions. Marketing is not only a set of instruments to be used by the sales department; it is also a management culture within the organisation, even in non-profit organisations. It is very important that students develop sales and marketing knowledge and skills during their studies.
Pre-course requirements
Commitment and motivation to learn and actively participate to the sessions.
Objectives
- Gain knowledge and understanding of basic marketing concepts.
- Describe how external and internal factors affect company marketing decisions.
- Analyse consumer buying behaviour and its effects on the marketing used by companies.
- Analyse the marketing strategies used by a company in a given market.
Competences/Learning outcomes of the degree programme
- 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.
- 32 - To acquire problem solving skills based on quantitative and qualitative information.
- 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.
- 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.
- 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.
- 65 - To acquire the ability to put knowledge into practice.
Learning outcomes of the subject
Understanding the Commercial and Marketing department of a company.
Syllabus
1. Introduction to Marketing
2. Analysis of the external and internal environment
3. Consumer Behaviour
4. Marketing Research
5. Segmentation, Targeting and Positioning (STP)
6. The 4 P’s:
6.1 Product
6.2 Price
6.3 Place
6.4 Promotion
Evaluation systems and criteria
In person
1. First call: Evaluation on this course includes the following assessment components:
- 40% Coursework/presentations
- 40% Exam
- 20% In-class (in-presence and online) participation and activities
2. Second call: - There will be a single individual exam.
- Maximum grade: 7 - Compulsory attendance: Minimum, 80%.
Bibliography and resources
You can consult the following books:
- Blythe, J. and Martin, J. (2019) Essentials of Marketing, 7th Edition, Pearson Ed.
- Brassington, F. and Pettitt, S. (2013) Essentials of Marketing, 3rd Edition, Pearson Ed.
- Kotler, Armstrong, Wong & Saunders (2008) Principles of Marketing, 5th European edition, Pearson Ed,
- Kotler & Armstrong (2012) Principles of Marketing, 14th edition, Pearson Ed.