Other languages of instruction: English, Spanish,
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firstname.lastname@example.org (Dr Anna Akhmedova)
In today’s world, an in-depth knowledge of the market, competitors and customers is a pivotal factor to maintaining any organisation alive in a competitive environment. For this reason, marketing strategies are becoming increasingly important in company decisions. Marketing is not only a set of instruments to be used by the sales department; it is also a management culture within the organisation, even in non-profit organisations. It is very important that students develop sales and marketing knowledge and skills during their studies.
Commitment and motivation to learn and actively participate to the sessions.
- Gain knowledge and understanding of basic marketing concepts.
- Describe how external and internal factors affect company marketing decisions.
- Analyse consumer buying behaviour and its effects on the marketing used by companies.
- Analyse the marketing strategies used by a company in a given market.
- 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.
- 32 - To acquire problem solving skills based on quantitative and qualitative information.
- 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.
- 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.
- 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.
- 65 - To acquire the ability to put knowledge into practice.
Understanding the Commercial and Marketing department of a company.
1. Introduction to Marketing
2. Analysis of the external and internal environment
3. Consumer Behaviour
4. Marketing Research
5. Segmentation, Targeting and Positioning (STP)
6. The 4 P’s:
Teaching and learning activities
This course requires regular attendance, whether that is in presence or online.
As such, teaching and learning activities aim at being inclusive, ensuring as much participation as possible from students who are present in the class and those who are attending online.
Sessions will include a combination of:
- In-class (in presence and online) discussions
- Case study analysis/discussion
- Individual and group exercises
- Students presentations
Evaluation systems and criteria
Evaluation on this course includes the following assessment components:
- 40% Coursework/presentations
- 40% Exam
- 20% In-class (in-presence and online) participation and activities
Bibliography and resources
You can consult the following books:
- Blythe, J. and Martin, J. (2019) Essentials of Marketing, 7th Edition, Pearson Ed.
- Brassington, F. and Pettitt, S. (2013) Essentials of Marketing, 3rd Edition, Pearson Ed.
- Kotler, Armstrong, Wong & Saunders (2008) Principles of Marketing, 5th European edition, Pearson Ed,
- Kotler & Armstrong (2012) Principles of Marketing, 14th edition, Pearson Ed.