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.
Competences/Learning outcomes of the degree programme
- CN05 - Define concepts and specialised journalistic terminology in English.
- CN06 - Recognise the principal artificial intelligence tools with applications in journalism.
- CP02 - Apply professional ethical principles and standards of academic rigour in journalism, recognising the current legal and ethical framework and respecting the fundamental right to equality between women and men, promoting human rights, a culture of peace and democratic values, including the use of inclusive, non-discriminatory and stereotype-free language.
- CP04 - Manage the technical, material and time-related resources of a journalistic project.
- CP07 - Create innovative multimedia products by integrating graphic design, emerging technologies and elements of digital culture to communicate information in an engaging and accessible way across all devices.
- CP10 - Apply knowledge of media funding models to develop viable budgets for journalistic projects, critically analysing economic data and placing it within the business and social context of the sector.
- HB01 - Interpret relevant data obtained from a variety of sources.
- HB04 - Use a range of media research and documentation resources.
Learning outcomes of the subject
Students will be able to:
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To analyse different audiences in order to create content for a range of target groups, adapted to different platforms and media, including institutional and corporate communications.
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To create advertising messages and marketing or public relations strategies aimed at different audiences and adapted to various media.
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To become familiar with the principles, strategies and emerging trends in marketing, including the digital environment and artificial intelligence tools.
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.