Universitat Internacional de Catalunya - BarcelonaMarketing
Main language of instruction: English
Other languages of instruction: Catalan, Spanish
Head instructor
1. Presentation
A Company could be compared in some way as a car: both of them have different parts or components, which isolated or poorly coordinated cannot achieve their function as a whole. All are necessary and none of them isolated is enough.
It is necessary that each part works perfectly and synchronously with the rest. However, throughout a Company life, it is observed that its priorities have to change to be successful in the market. Business orientation has to adapt to the market.
The Marketing assignment will permit to the Master’s Degree in Business Management and Production Systems students not only to learn the main concepts but also models and applications to bring to the market the Company products or services. This belongs to territory of knowledge, necessary but not sufficient in a results orientation such as Marketing.
In this assignment will be also taught to students when business priority has to be in another functional area other than Marketing. Also, students will learn the reasons why of this changing business orientation throughout company’s life. This belongs to territory of skills and attitudes, critical to face changes adequately.
Marketing Course Team
2.1. Consolidate the basic concepts associated to the Marketing area of a Company, seeking for a basic homogenization among all Master students.
2.2. Learn methodologies and models that keep students away from opinions.
2.3. Learn to properly define the reference frame in which a Company moves.
2.4. Learn to gather relevant information that allows to take informed decisions and a calculated risk from a good analysis, breaking the topic “marketing is power point, finance is excel”.
2.5. Learn to develop a correct diagnosis based on the information obtained, using scenarios to predict future alternatives.
2.6. Develop the ability to plot several types of strategies following the previous steps.
2.7. Be able to land those strategies into action plans, becoming aware that this is the beginning, not the end! (follow up, control, rectification, etc.).
4.1. The student will be able to know the main concepts related to marketing.
4.2. The student will be able to understand the frame of reference in which his/her Company moves.
4.3. The student will be able to approach a marketing subject in a systematic and patterned way.
4.4. The student will be able to obtain relevant information for the Company, differentiating data information, both from internal sources and from external sources (market research).
4.5. The student will be able to analyze such information in a objective way and make a correct diagnosis of the situation and scenarios of potential perspectives.
4.6. The student will be able to develop generic competitive strategies, segmentation and positioning.
4.7. The student will be able to organize the actions to be undertaken by the Company in a Marketing Plan format.
4.8. The student will be able to realize that the Marketing Plan is the beginning, and then it comes the implementation with several next steps to Schedule.
15 sessions of 2 hours each distributed as follows
BLOCK 1: CONSOLIDATION OF BASIC MARKETING CONCEPTS
Number of Sessions: 3
Topic: Useful vs Interesting. Marketing final objective: How to reach it? Profitable organizations vs non-profit organizations: Is there a dilemma? Final objectives vs instrumental objectives. Customer vs potential Customer. Industrial markets, different types of consumption and services. One-shot-deal vs recurring income. Segmentation. Positioning. Market research. Consumer behavior: roles throughout the process. Members of the value chain. The 5Ps of Marketing Mix. Information vs data. Marketing vs commercial. P&G. Escale economics. Experience curve.
BLOCK 2: DEFINITION OF THE REFERENCE FRAMEWORK
Number os Sessions: 2
Topic: Mission. Vision. Corporate objectives. Risk/Profit. Market definition. Macro Segmentation vs Micro segmentation.
BLOCK 3: ANALYSIS
Number of Sessions: 3
Topic: Internal analysis: internal audit, Customer ABC, portfolio analysis. External analysis: environments, market analysis, category product lifecycle, positioning, competitive analysis.
BLOCK 4: DIAGNOSIS
Number of Sessions: 2
Topic: Dynamic SWOT, strategic alternatives, key success factors, required distinctive competencies.
BLOCK 5: STRATEGIES
Number of Sessions: 2
Topic: Development strategies. Segmentation. Positioning. War Strategies. Internationalization.
BLOCK 6: ACTION PLAN
Number of Sessions: 2
Topic: Marketing Mix. Internet. Schedule. Budget. P&G. Sustainability.
BLOCK 7: NEXT STEPS
Number of Sessions: 2
Topic: Contingency Plan. Implementation. Control. Deviations corrections. Topics that are not in the books yet. Innovation. Sectorial mirror. Next borders. Market yourself. During last class, 1hr will be dedicated to the final written test.
The teaching dynamics presents the following structure:
6.1 Before master class (about 2 hr pr class): Students will have to do the following autonomous work:
6.1.1. Download the material from the assignment’s Moodle that will be used in the following class.
6.1.2. Review this material in depth, and
6.1.3. Answer online a test control of the previous materials read, self-correcting and feedback to the online student. This test will NOT be evaluated, its self-correction will help the students to know if they are doing well or have to improve their autonomous work.
6.2. First part of the master class (about 45’-60’ per class): the students have previously reviewed the materials related to each class, the first part of it will be dedicated to:
6.2.1. Solve doubts, and
6.2.3. Once all doubts are solved, the Professor will focus on the critical aspects that have not appeared in the previously, also knowing the results of the previous online examination indicated in section 6.1.3.
6.3. Second part of the master class (about 45’-60’ per class): Once ended the previous part of the class, students will apply their knowledge in a concrete case written ad hoc by the teacher for the content of each class. For that:
6.3.1. Students will read the business case in class (NOT before in order to pay attention to the first part of the class),
NOTE: The teaching team has selected a group of different cases, in order to affect different business sectors.
6.3.2. The students will work the case resolution in groups of 5 people, configured by the teacher, mixing different origins to maximize a richer interaction among them.
6.3.3. The teacher will ask one or more groups, as appropiate, to briefly present (as much time as teacher sees as appropiate) to the whole class their conclusions of the work done.
6.3.4. At the end of the presentation(s), a discussion phase will start, where the teacher will essentially act as:
6.3.4.1. Debate moderator: the objective is that students gain in own criteria and fluency in expressing and defending their opinions (or rectify),
6.3.4.1. Correct interiorization mistakes of the contents appeared.
6.2. After the master class: the students will do an “Executive debrief” in order to explain the knowledge learned during the session. So each student, individually, will complete a form specifically designed for this activity; this form will be in the assignment’s Moodle and will have to be sent by email to the teacher within the following 24 hours at the end of each class. Not sending it will mean an evaluation of 0 in this Final Mark component.
The philosophy of the teaching dynamics that will be pursued, will ensure the memorability of knowledge learned, the depth of the skills developed and the rooting attitudes generated in the students.
For this, the different phases of the Kolb learning process are combined, taking into account the students profile and how they approach in a learning process.
|
Academic Activity |
Methodology |
Competence |
Evaluation |
|
Theory class |
Masterly class |
CT1 |
Final Exam Continue evaluation |
|
Problems / Cases |
Case methodology |
CB8, CG2, CG3
|
Continue evaluation Case resolution |
|
Study & Learnings |
Own development |
CT3 |
Continue evaluation |
Final Mark in the First Round will have these 3 components:
a) 40% of the final written test, of 1 hour duration in the last day of class.
b) 30% of continuous evaluation from class interaction and participation
c) 30% of debriefing in each class.
d) IMPORTANT: You must pass the three parts separately so the three marks will give an average to a final mark. If a part is failed, the entire course is failed.
In successive rounds, the Final Mark will consist in:
a) 50% of the final written test,
b) 50% of the knowledge assignment applied to a real case that will be agreed between teacher and student.
IMPORTANT: You must pass the two parts separately so the two marks will give an average to a final mark. If a part is failed, the entire course is failed.
9.1. Basic Bibliography
Lambin, J.J. (2003). Marketing Estratégico. Madrid: Esic Editorial.
Santesmases Mestre, M. (2012). Marketing: Conceptos y Estrategias. Madrid: Pirámide.
9.2. Complementary Bibliography
Kotler, P. et al. (2000). Dirección de marketing: edición del milenio. Madrid: Prentice Hall.
Kotler, P. y Trias de Bes, F. (2004). Marketing Lateral: Nuevas técnicas para encontrar las ideas más rompedoras. Madrid: Alhambra.
Lambin, J.J. (2009). Dirección de Marketing. Mexico: McGraw-Hill.
9.3. Newspaper
It is recommend to subscribe at least 3 digital media focused on economics information with the objective to be connected with daily news.