Universitat Internacional de Catalunya
Marketing 2
Other languages of instruction: Catalan, English,
Teaching staff
You can reach the teacher Noelia Jiménez-Asenjo through the e-mail: njimenez@uic.es
Introduction
In today’s world, 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, marketing strategies are increasingly important in company decisions. Marketing is not only a set of instruments to be used for selling; it is also a management culture within the organisation, even in non-profit organisations. It is very important for a student’s education that they develop sales and marketing knowledge and skills.
Pre-course requirements
Knowledge and undestanding the basic marketing concepts.
Be able to apply this basic marketing concepts in real companies and situations.
Objectives
There are several goals to be achieved in this module:
- Be able to develop a project, identify the knowledge required and be able to find it.
- Apply this knowledge to a real product or service launch, developing a marketing plan.
- Gain a deeper knowledge and understanding of marketing concepts.
- Analyse the marketing strategies used by a company in a given market.
- Know and be able to apply market research techniques.
- Be able to work with service marketing and luxury product marketing.
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 Plan
- Market Research
- Service Marketing
- Luxury Marketing
- Digital Marketing
- International Marketing
Evaluation systems and criteria
In blended
Class attendance (Penalty for lack of attendance)
Active listening and participation: 10% final note
Homeworka: 20% final note
Exam: 70% final note