Business 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. |
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.
It is required to pass the exam in order to consider the seminars grades.
The criteria is valid for both the June and the September exams.
5. Bibliography and teaching resources
Kotler, Philip, et al. (2008),"Principios de Marketing". Prentice Hall.
Kerin, Hartley and Rudelius (2009), "Marketing". McGrawHill.
Santesmases (1999), "Marketing: Conceptos y Estrategias". Ediciones Pirámide
6. Methodology
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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