Universitat Internacional de Catalunya

Marketing 2

Marketing 2
3
10298
4
First semester
OB
Main language of instruction: Spanish

Other languages of instruction: Catalan, English,
If the student is enrolled for the English track then classes for that subject will be taught in the same language.

Teaching staff


You can reach the teacher Noelia Jiménez-Asenjo through the e-mail: njimenez@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.


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.

Competencies

  • 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

  1. Marketing Plan
  2. Market Research
  3. Service Marketing
  4. Luxury Marketing
  5. Digital Marketing
  6. 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