Universitat Internacional de Catalunya
Marketing
Other languages of instruction: English, Spanish,
Introduction
In this subject, the bases of Marketing as a business discipline will be established. The necessary tools will be provided in order to develop students' critical thinking, focusing on satisfying the target customer. By the end of the semestre, the student will be able to analyse and implement solid and coherent integrated marketing strategies and policies integrated within the corporate strategies.
Pre-course requirements
No.
Objectives
To know and to understand marketing concepts, tools and functions, and to be able to contextualize these concepts within corporate strategy. Demonstrate strategic vision for decision making in business management.
Syllabus
Unit 1. Introduction to Marketing
1.1 Marketing as a discipline of knowledge: concept, nature and scope
1.2 Functions and evolution of marketing
1.3 Elements and characters of the trade system
1.4 Marketing tools
1.5 The marketing plan
Unit 2. Consumers
2.1 Who and how are our consumers?
2.2 Consumer perceptions and behavior
2.3 The purchase process
2.4 From transactions to relationships: relationship marketing
2.5 Digital consumers
Unit 3. Segmentation, target group and positioning
3.1. The target group and the concept of market segmentation
3.2. Targeting criteria
3.3 Targeting strategies
3.4. Image and positioning
3.5. Types of positioning
3.6 Positioning as a strategic value
Unit 4. Managing Marketing Information
4.1 Market research
4.2 Qualitative research techniques
4.3 Quantitative research techniques
4.4 The process of market research
Unit 5. Marketing Mix: Product and Branding
5.1 Types of products and their components
5.2 The brand: value, identity and attributes
5.3 Brand strategies
5.4 New product development
5.5 The product portfolio
Unit 6. Marketing Mix: Promotion
6.1 Marketing Communication tools
6.1.1 Advertising
6.1.2 Public Relations
6.1.3 Sales promotion
6.1.4 Direct Marketing
6.1.5 Direct Sales
Unit 7. Marketing Mix: Price
7.1 Price as a revenue generator in the company
7.2 Price setting methods
7.3 Pricing Strategies
Unit 8. Marketing Mix: Distribution Channel
8.1 Distribution channel and its strategic implications
8.2 Design and implantation of distribution channels
8.3 Selection of intermediaries
8.4 Conflicts in the distribution channel
Bibliography and resources
KOTLER, P. (2006): Dirección de Marketing (12 ed). Madrid: Prentice Hall.
MOLINÉ, M. El E-libro práctico del anunciante [en línia]. Disponible a: http://www.moline-consulting.com/ (Consulta: 08/09/20116).
SANTESMASES, M. (2007). Marketing. Conceptos y estrategias (5a. ed.). Madrid: Ediciones Pirámide.