Operational and Strategic Marketing (20353)
Degree/study: Bachelor's Degree in Advertising and Public Relations
Year: Second
Term: First
Number of ECTS credits: 6 credits
Hours of studi dedication: 150 hours
Teaching language or languages: catalan
Teaching Staff: Judith Badia
1. Presentation of the subject
The course introduces students to the main concepts of strategic and operational marketing . More specifically, the different approaches, tools and techniques to effectively develop marketing policy in the business world. The theory will be complemented with practical examples
OBJECTIVES:
The objectives of the course are defined in two broad areas: the generic and specific skills that are specific to the subject.
2. Competences to be attained
1. Instrumental skills
Capacity for analysis and synthesis
Ability to organize and plan
Basic knowledge of the profession activity
Troubleshooting
Mastery of basic vocabulary
2. Interpersonal Skills
Capacity for teamwork
Skills for criticism and self criticism
Communication skills
Ability to work in an interdisciplinary team
3. Systemic Skills
Ability to apply knowledge in practice
Destresses research
Ability to work independently
Designing projects
SPECIFIC SKILLS
The course introduces the student to understand the role of marketing in business strategy and how to link different skills in the professional business activity. This means you need to know what are the processes and techniques needed to develop a successful business marketing strategy. One of the basic objectives of the course is that students learn to identify strategies that how companies have applied them to undertake a successful marketing policy. To do this, we must know the different areas of marketing and its relationship with some business orientations.
SPECIFIC SKILLS GRADE MINIMUM
- Defining the role of marketing in business strategy
- Learning the role of marketing strategy in a company
- To be able to perform a comprehensive analysis of internal and external situation of a company
- Understanding the different areas of the strategic marketing
- To devise marketing strategies appropriate to each situation that contribute to the overall objectives of the business.
- To compare the different orientations of succeded companies to the market.
- To learn how to develop strategic planning and marketing process
- To establish a first contact with the basic tools of operational marketing: product, price, distribution and communication.
- To learn how to develop a marketing plan
SKILLS FOR THE EXCELLENCE DEGRE
- To develop a set of skills combined with knowledge acquired, possible marketing initiatives undertaken in the actual practice of business.
3. Contents
Part I: Introduction to Strategic Marketing
Item 1: business marketing strategy
Item 2: analysis of the situation of the company
Item 3: obtaining a sustainable competitive advantage
Part II: Types of marketing strategies
Item 4: Positioning and differentiation strategy
Item 5: cost leadership strategy
Item 6: focus strategy
Item 7: First advantatge strategy
Item 8: Growth strategy
Item 9: Strategies in special situations
Part III: Operational Marketing
Item 10: the marketing plan
Item 12: product policy
Item 13: the pricing policy
Item 14: the distribution policy
Item 15: communication policy
4. Assessment
The course has two parts: a theoretical one and a practical one.
To succeed the course on the first call is essential to continuous assessment.
The theoretical part will weigh 70% and the practical the 30%.
The theory will be given in class by the teacher, combined with examples of the material developed.
As for the practical part, the course will be conducting individual and group exercises related to the theoretical material explained in the classroom. Some of these exercises will be evaluated and they'll have a weight of 30% on the final grade. At the end of the quarter all the students will do an exam of only the theoretical part. The mark obtained in the examination will involve 70% of the final grade for the course.
|
Part |
Weight |
|
Theoretical exam |
70% |
|
Practice |
30% |
|
TOTAL |
100% |
The final rating will be the average between the marks of both parties. If students fail any of the parties, the rating will remain the approved part and the student will only recover the failled part. In case of failing the theory part, students must do an exam. If the student fail the practice, a practical exam must be taken. If both parties have been failled, you must do two exams (the theoretical and practical). In case of failing in this recovery will be suspended throughout the course and therefore, the student must repeat the following year.
The recovery of the course will take place during the second or third week of the second quarter.
5. Bibliography and teaching resources
5.1. Basic bibliography
Aaker, D. A. (2004). Strategic market management. Nova York: John Wiley &
Sons.
Abascal, F. (2001). Cómo se hace un plan estratégico: la teoría del marketing estratégico.
Madrid: Esic.
Cravens, D. (2002). Strategic marketing management cases. Nova York: Mc-
Graw-Hill.
Kotler, P. (2006). Dirección de marketing. Madrid: Pearson Alhambra.
Kotler, P. and Keller, K.L. Marketing Management. Ed. Prentice Hall. (12th Edition 2006, 13th Edition 2008).
Lambin, J. J. (2003). Marketing estratégico. Madrid: Esic.
Munuera, J. L.; Rodríguez, A. I. (2002). Estrategias de marketing: teoría y casos.
Madrid: Pirámide.
Rodríguez I. (coord.) (2006). Principios y estrategias de marketing. Barcelona:
Ediuoc.
Santesmases, M. (2007). Marketing. Conceptos y estrategias (5a. edició). Madrid:
Ediciones Pirámide / ESIC Editorial.
Sánchez, J. (2001). Plan de marketing: análisis, decisiones y control. Madrid: Pirámide.
SPECIFIC BIBLIOGRAPHY
Aaker, D. (1994). Gestión de valor de marca: capitalizar el valor de la marca.
Madrid: Díaz de Santos.
Aaker, D.; Joachimsthaler, E. (2001). Liderazgo de marca (trad. de R.M. Álvarez
del Blanco; ed. original 2000). Barcelona: Deusto.
Abell, D. F. (1980). Defining the business: The starting point of strategic planning. Englewood Cliffs: Prentice Hall.
Alonso, J. (2001). Comportamiento del consumidor (4a. ed.). Madrid: Esic Editorial.
Ambrosio, V. (2000). Plan de marketing paso a paso. Bogotà: Pearson Educación de Colombia.
Diffenbach, J. (1983). "Corporate environmental analysis in large U.S. corporations". Long Range Planning (vol. 16, pàg. 107-116).
Dubois, B.; Rovira, A. (1998). Comportamiento del consumidor. Comprendiendo
al consumidor (2a. ed.). Madrid: Prentice Hall.
González, E.; Alén, E. (coord.) (2005). Casos de dirección de marketing. Madrid:
Pearson.
Howard, J. A. (1977). Consumer behavior: application of theory. Nova York: McGraw-Hill Book Company.
Kapferer, J.N. (1992). La marca: capital de la empresa. Barcelona: Deusto.
Kotler, P.; Armstrong, G.; Cámara, D.; Cruz, I. (2004). Principios de marketing (10a.
edició). Madrid: Prentice Hall.
Kotler, P.; Keller, K. L. (2005). Marketing management (15a. edició). Upper Saddle River (Nova Jersey): Prentice Hall.
McCarthy, E. J.; Perreault, W. D. (2001). Marketing. Un enfoque global (13a. edició). Mèxic: McGraw-Hill.
Ries, A.; Trout, J. (1986). Positioning Battle for Your Mind. Nova York:
McGraw-Hill. Traducción: Posicionamiento. Mèxic: McGraw-Hill (1989).
Ries, A.; Trout, J. (1986). Positioning Battle for Your Mind. Nova York:
McGraw-Hill. Traducción: Posicionamiento. Mèxic: McGraw-Hill (1989).
Rodríguez Ardura, I. (1998). El marketing y el éxito en la empresa (2a. edició). Madrid: Ediciones Pirámide.
Roverts, K (2005). El futuro más allá de las marcas. Lovemarks. Navarra: Urano
Rufín, R. (1995). Marketing. Madrid: Sanz y Torres.
Santesmases, M. (2001). Marketing: conceptos y estrategias. Madrid: Pirámide.
Solomon, M. R.; Stuart, E. W. (2001). Marketing. Personas reales, decisiones reales (2a.edició). Bogotà (Colòmbia): Prentice Hall.
Stanton, W. J.; Etzel, M. J.; Walker, B. J. (2004). Fundamentos de marketing (13a. edició). Mèxic: McGraw-Hill.
Termcat (1999). Diccionari de comunicació empresarial. Publicitat, relacions públiques i màrqueting. Barcelona: Enciclopèdia Catalana
WEBSITES
www.aedemo.es (asociación española de estudios de mercado)
6. Metodology
The subject has two aspects: theory and practice. The teacher will provide students the tools, documents and references necessary to combine lectures with practical applications to foster an atmosphere of participation and interactivity. Therefore students should make their personal contributions to the subject studied and the teacher will resolve doubts have been raised.
The teacher will provide power points presentations on topics to help students to understand the topics. They will be discussed and exemplified with real cases.
The learning will be held from:
- Lectures
- Practical exercises in the classroom
- Practical exercises outside the classroom
- Self learning
- Reviews
Distribution time:
This is a 6 ECTS course and this implies a dedication of the students of 150 hours distributed as follows:
Student effort hours HOURS
Lectures: 40 hours
Exams: 2 hous
Practical exercises in the classroom: 20 hours
Exercises outside the classroom: 34 hours
Self learning:18 hours
Test Preparation: 36 hours
TOTAL 150
The subject in the classroom will be organized in 3 activities: lectures, practical exercises and exams. The sessions will take place in 10 weeks, 6 hours (divided into 2 modules of 3 hours each one) a week.
|
Weeks |
Lectures |
Classroom exercises |
Outside classroom exerc. |
|
1 |
1 |
1 |
0 |
|
2 |
2 |
2 |
2 |
|
3 |
2 |
2 |
2 |
|
4 |
2 |
2 |
2 |
|
5 |
2 |
2 |
2 |
|
6 |
2 |
2 |
2 |
|
7 |
2 |
2 |
2 |
|
8 |
2 |
2 |
2 |
|
9 |
2 |
2 |
2 |
|
10 |
2 |
2 |
2 |
|
TOTAL |
19 |
19 |
18 |
Sessions
Lectures: explaining the main concepts and the different theoretical and methodological perspectives of strategic and operational marketing. Also resolving any doubts that may arise during the session.
Practical exercises in the classroom: small group exercises and / or individual exercises. There are a total of 20 sessions of one hour.
The activities carried out are:
- Comparative reading of texts
- Exercises in analysis and / or application of knowledge
- Discussion and correction of joint activities outside the classroom
- Questionnaires on knowledge
Activities outside the classroom:
Directed by the teacher:
. preparation activities for the classroom: practical exercises, readings from texts, etc.
. reflection exercises that you can not work in the classroom
Self activities:
. reading specific texts
7. Planning of activities
|
Week |
Classroom activity |
Outside Classroom activity |
|
Week 1 PART I |
Session 1. Lecture + practical exercise
|
|
|
Week 2: PART I |
Session 2. Lecture + practical exercise Session 3. Lecture + practical exercise
|
Preparation practical exercise |
|
Week 3: PART II |
Session 4. Lecture + practical exercise Session 5. Lecture + practical exercise
|
Individual reading. Preparation parctical exercise |
|
Week 4 PART II |
Session 6. Lecture + practical exercise Session 7. Lecture + practical exercise
|
Individual reading. Preparation parctical exercise |
|
Week 5: PART II |
Session 8. Lecture + practical exercise Session 9. Lecture + practical exercise
|
Preparation practical exercise |
|
Week 6 PART II & PART III |
Session10. Lecture + practical exercise Session11. Lecture + practical exercise
|
Preparation practical exercise |
|
Week 7 PART III |
Session 12. Lecture + practical exercise Session 13. Lecture + practical exercise
|
Preparation practical exercise |
|
Week 8: PART III |
Session 14. Lecture + practical exercise Session 15. Lecture + practical exercise
|
Individual reading. Preparation practical exercise |
|
Week 9: PART III |
Session 16. Lecture + practical exercise Session 17. Lecture + practical exercise
|
Preparation practical exercise |
|
Week 10: PART III |
Session 18. Lecture + practical exercise Session 19. Lecture + practical exercise
|
Preparation practical exercise |