Universitat Internacional de Catalunya
Marketing
Other languages of instruction: Catalan, Spanish
Teaching staff
-Pre-lecture and post-lecture
-Possiblity of 1to1 meetings when preagreed
-Email (not immediate response)
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". Since manufacturing is no longer a competitve advantage in many industries, a greater emphasis has been put on marketing to enhance the value proposition, so as to increase the prospect's purchase intention.
This course will explore the essential elements of sophisticated FMCG marketing, in order to provide the functional areas interacting with the value proposition with the tools to effectively work with Marketing teams and understand the commercial targets.
Pre-course requirements
It is expected that students have:
- a basic understanding of Marketing principles and practices;
- interest in understanding the purchasing process;
- 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 to different aspects of marketing, relevant both in business to business and in consumer facing industries.
At the same time, you will be developping transferrable skills such as purchase decision insights, value proposition design, idea generation, portfolio management, copy strategy new product launches. You will learn to manage practical tools to deploy these skills in real life marketing environment.
Competences/Learning outcomes of the degree programme
- CB10 - To have the learning skills that allow them to continue studying in a way that will mostly need to be self-managed or autonomous.
- CB6 - Poseer y comprender conocimientos que aporten una base u oportunidad de ser originales en el desarrollo y/o aplicación de ideas, a menudo en un contexto de investigación.
- CB7 - Que los estudiantes sepan aplicar los conocimientos adquiridos y su capacidad de resolución de problemas en entornos nuevos o poco conocidos dentro de contextos más amplios (o multidisciplinares) relacionados con su área de estudio.
- 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.
- CB9 - Que los estudiantes sepan comunicar sus conclusiones y los conocimientos y razones últimas que las sustentan a públicos especializados y no especializados de un modo claro y sin ambigüedades.
- CE3 - Identificar los principales conceptos y metodologías desarrollados para gestionar la innovación e introducirlos con éxito dentro de la empresa.
- CG1 - Capacidad de organización y planificación del trabajo, teniendo en cuenta posibles adversidades que requieran de la adaptación a nuevas situaciones.
- 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.
- CG4 - Capacidad para contrastar y tomar decisiones siguiendo un determinado rigor metodológico, asumiendo la responsabilidad de las decisiones.
- 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).
- CT2 - Capacidad reflexiva y de pensamiento crítico en contextos interdisciplinares.
- CT3 - Uso solvente de los recursos de información y capacidad de análisis y síntesis de la misma.
- CT4 - Aplicar los conocimientos adquiridos para la resolución de problemas en entornos nuevos o poco conocidos dentro de contextos multidisciplinares relacionados con el área de estudio.
- CT6 - Entrepreneurship and innovation skills
Learning outcomes of the subject
At the end of the program, students will be able to:
- understand the consumer decision making process
- understand local and global brand management
- segment consumer groups
- formulate value proposals, product concepts, brand positioning and company manifestos
- assess the communication strategy
- feed and manage an innovation funnel
- be able to manage high pressure business presentations
Syllabus
This Master course will cover aspects aroud the following topics:
- Purchase decision making
- Consumer profiling
- Value proposition & innovation build up
- Brand building
- Pricing strategies
- Communication excellence
Teaching and learning activities
In person
The course requires regular attendance and active participation during each session.
As such, teaching and learning activities will ensure as much participation as possible from students and teamwork
Sessions will include a combination of:
- Lectures
- Case study analysis/discussion
- Group work and presentations
In order to acquire business meeting skills, students presentations will simulate a real, high pressure marketing environment dynamics.
Evaluation systems and criteria
In person
- Class attendance required (80%)
- Evaluation criteria:
* Lecture involvement (10%)
* Group mini cases (40%)
* Group Inno Marketing Plan (30%)
* Exam on course learnings (20%).
A 50% grading is required in order to pass.
Bibliography and resources
RIES, Al, and TROUT, Jack: The 22 immutable laws of marketing, Profile Books, 1994
SHARPE, Byron: How brands grow, Oxford, 2000
TROUT, Jack, and RIES, Al: Positioning, McGraw Hill, 2000
KAHNEMAN, Daniel: Thinking fast and slow, Macmillan, 2011
KOTLER, Philip and SETIAWAN, Iwan: Marketing 7.0, Wiley John and Sons, 2026