Universitat Internacional de Catalunya - Barcelona

Marketing Topics

• code 10287
• course 99
• term
• type op
• credits 3

Main language of instruction: Catalan

Other languages of instruction: Spanish

Head instructor

Office hours

Victor Küppers 

kuppers@kuppers.com

This subject is based in conferences developed by several professionals which are developing their activity in a commercial or marketing department, in order to help students understand how these departments work in an organization. 

These professionals are will talk aout the areas of business where they actually work, and thus tries to transmit their experience, objectives and develpoment of their current activities. Their job is to explain the way in which different business departments work within commercial and marketing areas, as well as their day-to-day methods, so that students can get to know it from a professional point of view.

These professionals work for multinationals as well as small and medium companies, although there are some enterpreneurs between them, who are currently developing their own business projects.

Some of this conferences are run by UIC alumni. At the end of each conference, so that they can set an example for students.

Conferences end with debates in order to exchange advice, opinions and experience. This is meant to widen student's practical learning and knowledge. These meetings are very appropriate as students have just concluded in the past semester the Commercial management course, and so are able to apply in a practical way the knowledge they have acquired. 

Although in principle no prerequisites are required to study the subject, it is highly recommendable that students have taken the course of Commercial management in order to be familiar with the concepts and ideas that expose the guest speakers, so they can make the most of these conferences and so they can enrich the debate with their ideas and knowledge.

1. Show students closer to the reality of the business world and provide them with a closer knowledge of the activities performed by the professionals working in the sales and marketing departments of a company.

2. Motivate students' practical reflection on the application of sales and marketing concepts in today's business environment.

3. Encourage and promote active discussion among students and professionals so that they can internalize the concepts, strategies, policies and fundamental tasks of the commercial and corporate marketing.

• 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.
• 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.
• 61 - To develop skills for adapting to new situations.
• 62 - To acquire mechanisms that facilitate the adoption of ethical commitments.
• 51 - To develop decision making skills.
• 52 - To develop interpersonal skills and the ability to work as part of a team.
• 65 - To acquire the ability to put knowledge into practice.

Students will have a greater knowledge of the current reality in which they develop the activities and functions of a marketing department or marketing companies.

Conferences developed by different professionals who work in a commercial department or in a marketing department in multinational companies or SMEs, both nationally and internationally.

The subjets to be developed will be realted with the following contents:

- How to create a Business Plan to create a new company.

- How to develop a Marketing Plan and a Commercial Plan.

- Analyse products and services position in the market.

- Marketing strategies to adapt the compàny to the market and competitors strategies.

- Sales force motivation.

- Developing and implementing sales promotions.

- Tradeoff of being entrepeneur.

- Marketing and sales in international marekets.

- Market channels decissions.

- Internet and social networks in the marketing strategy.

- Conferences by active professionals.

- Discussion and exchange of views among professional guests and students, causing them to be reflective and critical.

- Class attendance and active participation

- Final Course