Marketing Management I (20642)
Degree/study: degree in Business Sciences
Year: 1st
Term: 3rd
Number of ECTS credits: 5 credits
Hours of studi dedication: 125 hours
Teaching language or languages: catalan
Teaching Staff: Anna Torres
1. Presentation of the subject
This course aims to introduce students into Marketing, understanding the main concepts used in marketing literature.
2. Competences to be attained
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Competències generals |
Competències específiques |
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Instrumentals Capacity for analysis and synthesis; Basic general knowledge; Decisions.
Interpersonals Teamwork
Sistèmiques Ability to apply the marketing theory in real situations; to be creative in front of real problems.
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1. Abilities related with organization and planning. 2. Information management skills (search and analyze information from different sources). 3. Entrepreneurial. 4. Research skills
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3. Contents
• Blog 1.: Main concepts in Marketing.
• Blog 2.: The market: Scenario and agents.
• Blog 3.: Operational variables in Marketing: Product, Price, Distribution and Communication.
• Blog 4.: Introduction to the Marketing Plan.
4. Assessment
A final exam: 60% of the final mark.
Practical sessions based in the resolution of case studies: 40% of the final mark.
5. Bibliography and teaching resources
Kotler, Philip, et al. (2000),"Introducción al Marketing". Prentice Hall
Santesmases (1999), "Marketing: Conceptos y Estrategias". Ediciones Pirámide
6. Metodology
Lecture sessions based on basic and complementary bibliography.
Practical sessions: Resolution/presentation in class of case studies (teams of 4 students).
7. Planning of activities
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Setmana |
Activitat a l'aula agrupament / tipus d'activitat |
Activitat fora de l'aula agrupament / tipus d'activitat |
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Week 1 |
Session 1 & Session 2
T1: Definition of Marketing; historical evolution of the concepts and practices of marketing. |
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Week 2 |
Session 1 & Session 2
Elements of the market. Definition of business: mission, strategic objectives, business portfolio and growth strategies. Analysis of the organizational philosophy, goals, resources, capabilities, strengths and weaknesses.
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Week 3 |
Session 1 & Session 2
Case study |
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Week 4
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Session 1 & Session 2
Marketing variables: Product
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Week 5
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Session 1 : Price Sesion 2 : Distribution (1)
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Week 6
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Session 1 : Distribution (2) Session 2 : Communication Session 3 : Case study |
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Week 7
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Session 1: Analysis of the environment: economic, political, social, demographic, technological and legal trends. Session 3 : Case study |
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Week 8
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Session 1 : Sources of information and marketing research (2) Session 2 : Segmentation and Positioning (1) Session 3 : Case study |
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Week 9
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Session 1 : Segmentation and positioning (2) Session 2: Consumer behavior Session 3: Case study |
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Week 10
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Session 1 : Marketing plan Session 2: Talk Session 3 : Case study
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