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.
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%). If grade <40, the subject NOT PASSED
A 50% grading is required in order to pass.