Universitat Internacional de Catalunya - Barcelona

Marketing Management 1

• code 09359
• course 3
• term Semester 2 Semester 1
• type OB
• credits 6

Main language of instruction: Catalan

Other languages of instruction: English, Spanish

Head instructor

Lc. David ZUAZUA - dzuazua@uic.es
Lc. Francisco Javier CATALÀ - fcatala@uic.es

Office hours

You can reach the teacher Xavier Català: fcatala@uic.es

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 to learn and enjoy

• 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.

• 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.
• 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.
• 52 - To develop interpersonal skills and the ability to work as part of a team.
• 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.

Understanding the Commercial and Marketing department of a company.

1. Introduction to Marketing

2. Strategic Planning

3. Internal Audit

4. External Audit:

  4.1 Macroenvironment

   4.2 Microenvironment

  4.3 SWOT Analysis

5. Strategic Marketing:

• Segmentation and targeting
• Positioning
• Competitive advantage

6. The 4 P’s:

  6.1 Product

  6.2 Price

  6.3 Place

  6.4 Promotion

This module will be taught using the following methodology:

• Lecturer explanations.
• Discussions and debate.
• Real case study situation analysis.
• Personal and group exercises.

• 30% Team assignment and presentations or “Proyecto Solidario Curricular”
• 10% Mid-course examination: 29th of October
• 30% Final examination
• 30% Class participation

To pass this module you must obtain a minimum score of 3.5 out of 10 in the final examination.

You can consult the following books:

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