Universitat Internacional de Catalunya - Barcelona

Marketing 2

• code 10298
• course 4
• term Semester 1 Semester 2
• type OB
• credits 3

Main language of instruction: Spanish

Other languages of instruction: Catalan, English

If the student is enrolled for the English track then classes for that subject will be taught in the same language.

Head instructor

Lc. Cristian HERMOSA - chermosa@uic.es
Dra. Nicoletta OCCHIOCUPO - nocchiocupo@uic.es

Office hours

You can reach the teacher Noelia Jiménez-Asenjo through the e-mail: njimenez@uic.es

In today’s world, an in-depth knowledge of the market, competitors and customers is a key factor for maintaining any organisation alive in a competitive environment. For this reason, marketing strategies are increasingly important in company decisions. Marketing is not only a set of instruments to be used for selling; it is also a management culture within the organisation, even in non-profit organisations. It is very important for a student’s education that they develop sales and marketing knowledge and skills.

Knowledge and undestanding the basic marketing concepts.

Be able to apply this basic marketing concepts in real companies and situations.

There are several goals to be achieved in this module:

• Be able to develop a project, identify the knowledge required and be able to find it.
• Apply this knowledge to a real product or service launch, developing a marketing plan.
• Gain a deeper knowledge and understanding of marketing concepts.
• Analyse the marketing strategies used by a company in a given market.
• Know and be able to apply market research techniques.
• Be able to work with service marketing and luxury product marketing.

• 28 - To be able to work in another language and use terminology and structures related to the economic-business world.
• 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.
• 39 - To acquire the ability to solve problems and make decisions based on relevant information, applying the appropriate methods and situating the problem within the organisation as a whole.
• 46 - To acquire the ability to understand and participate in conferences and lectures in an academic 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.
• 57 - To acquire skills which favour reading comprehension.
• 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.
• 64 - To be able to plan and organise one's work.
• 65 - To acquire the ability to put knowledge into practice.
• 66 - To be able to retrieve and manage information.
• 67 - To be able to express oneself in other languages.
• 22 - To be able to identify the nature and behaviour of producers, consumers and investors.
• 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.
• 27 - To be able to read and understand literature on economic and business issues.
• 29 - To know what an information system is and its typology.
• 30 - To be familiar with information systems models: relational databases and mis, dss, eis, crm, scm, bi, km, erp, bpms models.
• 60 - To acquire knowledge that promotes respect for other cultures and habits.

1. Marketing Plan
2. Market Research
3. Service Marketing
4. Luxury Marketing
5. Digital Marketing
6. International Marketing

This module will be taught using a project-based learning methodology.

In this methodology the students will be responsible for:

• Analysing existing knowledge within the team
• Detecting the knowledge required for the project
• Finding out this knowledge
• Applying this new knowledge to the project

The evaluation system will be:

• 20%: Individual participation and solution of the Openforyou.com case study.
• 25%: Marketing management topic: market research, service marketing, luxury marketing, digital marketing or international marketing. Individual work (10%) and team work plus activity (15%).
• 25% My Marketing Experience project.
• 30%: Marketing plan project: “The Millennial Watch”. Written report and oral presentation.

Principles of Marketing:

• Principles of Marketing, 5th European edition, 2008, Kotler, Amstrong, Wong & Saunders, Pearson Education Limited.
• Principles of Marketing, 14th edition, 2012, Kotler & Amstrong, Pearson Education Limited.

Marketing Plan:

• Marketing Plans: how to prepare them, how to use them, 7th edition, 2011, McDonald & Wilson.
• Essential guide to Marketing Plan, 2ond edition, Burk M., Prentice Hall.
• El Plan de Marketing en la práctica, Sainz de Vicuña, ESIC editoriales.

Marketing Research:

• Marketing Research Methodological oundations, 10th edition, 2010, International edition, Iacobucci & Churchill, South-Western Lengage Learning.
• Marketing Research, second edition, Weiers, Prentice-Hall International Editions.
• Fundamentos y técnicas de investigación comercial, 11 edicción, Grande & Abascal, ESIC Editorial.
• Investigación de Mercados, un enfoque práctico, 5 edición, 2008, Malhotra, Pearson Education, Prentice Hall.

Service Marketing:

• Service Marketing text and cases, 3rd edition, 2009, Baron, Harris & Hilton, Palgrave Macmillan.
• Marketing Services, 5th edition, 2009, Zeithaml, Bitner & Gremler, McGraw Hill Education.
• Services Marketing: integrating customer focus across the firm, Third European edition, Wilson, Zeithaml, Bitner & Gremler, McGraw Hill Education.

Luxury Marketing:

• The management of luxury, a practicioner’s Handbook, 2014, Berghaus, Muller-Stewens & Reinecke, Kogan Page Limited.
• Luxury Brand Management, Chevalier, John Wiley & Sons.
• Luxury Marketing: A challenge for Theory & Practice, 2013, Wiedman, Wiesbaden. Recurso electrónico en el catálogo de la biblioteca uic.

Digital Marketing:

• Effectiveness of Online Marketing Campaigns [Recurs electrònic] : An Investigation into Online Multichannel and Search Engine Advertising, 2013,  Klapdor, Springer Gabler. Electronic resource in UIC library.
• The New rules of marketing & PR : how to use social media, online video, mobile applications, blogs, news releases, & viral marketing to reach buyers directly. Scott, David Meerman. Hoboken, New Jersey : Wiley, cop. 2013.
• Marketing online 2.0 : cómo atraer y fidelizar clientes en Internet. Maciá Domene, Fernando, Anaya Multimedia, 2013.
• Todo lo que hay que saber de marketing online y comunicación digital. Somalo Peciña, Ignacio. Madrid : Wolters Kluwer, 2011

International Marketing:

• Global marketing, Keegan, Warren J, Boston, Mass. ; London : Pearson, cop. 2013
• Transnational Marketing and Transnational Consumers, Sirkeci, Ibrahim Berlin, Heidelberg: Springer Berlin Heidelberg : Imprint: Springer, 2013. Electronic resource in UIC library.