2013-14 academic year

Applied Strategic and Operational Marketing (20510)

Degree/study:study name
Year: 1st, 2nd, etc..
Term:1st, 2nd, 3rd
Number of ECTS credits: credits
Hours of studi dedication: hours
Teaching language or languages: language
Teaching Staff: name/names

CREDITS: 4

YEAR: 2013 - 2014

TEACHER: Judith Badia

LANGUAGE: The classes are taught in Catalan

PRESENTATION:

The course is focussed in analyzing some case studies from the marketing point of view . Students will apply their marketing knowledge and will discover new approaches and methodologies. They 'll learn how to use different marketing tools to take right decisions.

GOALS OF THE COURSE :

There are set out in two major areas : the generic and specific skills

GENERIC SKILLS :

1. Instrumental skills

Capacity for analysis and synthesis

Ability to plannig projects

Troubleshooting

Domain specific vocabulary

Making decisions

2 . Interpersonal Skills

Ability to work in team

Skills and self-criticism

Ability to solve real cases

Communication skills

Ability to work in an interdisciplinary team

3. Systemic Skills

Ability to apply knowledge to practice

Research skills

Ability to selfworking

Design projects

SPECIFIC SKILLS

The student will be able to apply knowledge of strategic and operational marketing to solve any problem related to the subject : product development , pricing analysis , communication strategies , etc .

SPECIFIC SKILLS MINIMUM DEGREE

- Beeing able to relate the different marketing issues with the business strategy

- Learning how to apply marketing decisions in a overall business strategy .

- Comparing different marketing choices to each particular case

- Beeing able to make a marketing a marketing audit to identify problems and provide solutions

- Understanding the marketing strategies of XXI century (digital marketing )

SKILLS FOR THE EXCELLENCE DEGREE

- Having the skills and the knowledge to be able to solve marketing problems in different real business cases .

CONTENTS

Unit I: Strategic and operational marketing in the business of XXI century

Topic 1 : The role of the strategic and operational marketing in the business strategy. Aspirin Granules Case

Topic 2 : New trends in marketing: the digital marketing . Gallina Blanca Case

Unit II : New approaches to business marketing

Topic 3: Consumer focussed marketing strategy . Moritz Case

Topic 4 : Differentiation in value marketing strategy. Apple and Bonpreu Cases

Topic 5: Experience marketing. Coca Cola Case

Topic 6: Neuromarketing . Sony Bravia and MC Donald s Cases

Unit III : The digital marketing strategy and its application to operational marketing

Topic 7: The communication strategy in the twenty-first century marketing : Caixa Catalunya Case

Topic 8: Marketing and social media. MTV Case

Topic 9: The social marketing . ING Direct Case

METHODOLOGY

The course is essentially practical . The teacher will provide students with the tools , documents and references required to develop and solve case studies. Students can give their own point of view to each case and may resolve with the teacher any doubts.

Thematic presentations will be made in PowerPoint support. Cases will be explained with videos and some written documents.

Learning will be held from:

- Lectures

- Practical exercises in the classroom

- Practical exercises outside the classroom

- Self-learning

Time dedication :

It is a course of 4 ECTS and this involves a dedication of 100 hours as follows :

Student effort hours :

Lectures 20

Practical exercises in the classroom 20

Practical exercises outside the classroom 20

Self-learning 18

Preparation of cases 22

TOTAL 100 HOURS

There will be 2 kinds of classroom activities: lectures and practical exercises. The sessions are developed in 10 weeks, 4 hours (2 hours for day) a week.

Lectures : The teacher will explain key concepts and different methodologies of strategic and operational marketing issues to solve real cases

Practical exercises in the classroom: individual and group exercises. There 'll be 20 sessions (one hour for session) .

Activities in the classroom:

- Reading texts ( case approach )

- Watching videos

- Practical exercises

- Discussion and correction of activities in the classroom

- Questions / Answers

Activities outside the classroom :

. preparation of classroom activities : practical exercises , readings , etc.

. reflection exercises

Self learning :

. reading some texts and articles .

EVALUATION

To succeed the course in the first call it is essential to pass the continuous assessment

During the course students will do individual and group exercises

The final mark will be the average of the ratings of all exercises developed considering the following weighting:

- Exercises done at home: 40 %

- Exercises done in class : 20 %

- Final project : 40 %

. To pass the course you need to get at least a mark of 5 and to have passed at least 75 % of the exercises. If you fail more than 25% of the exercises you must do and present them again during the recovery period. This period will be the first half of July. In case of failing the final project you should also do and present it again during the recovery period . If you fail in the recovery period you can't pass and you should repeat the course next year.

BASIC TEXTBOOKS

Bernardo, R. y Tamayo, V.: La esencia del marketing. Casos prácticos, Ediciones UPC, Barcelona, (2002).

EFICACIA02: El libro de los casos, Grupo Consultores, Madrid, (2003).

Gazquez, J.C. y Jiménez JF: Casos prácticos de introducción al marketing, España, Editorial Circulo Rojo, (2010).

González, E.; Alén, E. (Coord.) (2005). Casos de dirección de marketing. Madrid: Pearson.

Cravens, D. (2002). Strategic marketing management cases. Nueva York: Mc-

Graw-Hill.

Lambin, J.J.: Casos Prácticos de Marketing. Editora Mc Graw Hill, (1995).

Munuera, J. L.; Rodríguez, A. I. (2002). Estrategias de marketing: teoría y casos. Madrid: Pirámide.

Rodríguez Ardura, E. (1998). El marketing y el éxito en la empresa (2 ª edición). Madrid: Ediciones Pirámide.

Simon, R. y Wylie, F.: Cases in public relations management, NTC Business Books, Illinois, (1995).

Sánchez, J. (2001). Plan de marketing: análisis, Decisiones y control. Madrid: Pirámide.

SPECIFIC TEXTBOOKS

Abascal, F. (2001). Cómo se Hace un plan estratégico: la teoría del marketing estratégico. Madrid: Esic.

Abell, D. F. (1980). Defining the business: The starting point of strategic planning. Englewood Cliffs: Prentice Hall.

Alonso, J. (2001). Comportamiento del consumidor (4 ª ed.). Madrid: Esic Editorial.

Ambrosio, V. (2000). Plan de marketing paso a paso. Bogotá: Pearson Educación de Colombia.

Diffenbach, J. (1983). "Corporate environmental analysis in large US corporations". Long Range Planning (vol. 16, pp. 107-116).

Dubois, B.; Rovira, A. (1998). Comportamiento del consumidor. Comprendiendo al consumidor (2a. ed.). Madrid: Prentice Hall.

Howard, J. A. (1977). Consumer behavior: application of theory. Nueva York: McGraw-Hilln Book Company.

Kapferer, J.N. (1992). La marca: capital de la empresa. Barcelona: Deusto.

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).

Kotler, P.; Armstrong, G.; Cámara, D.; Cruz, I. (2004). Principios de marketing (10a. edición). Madrid: Prentice Hall.

Kotler, P.; Keller, K. L. (2005). Marketing management (15a. edición). Upper Saddle River (Nueva Jersey): Prentice Hall.

Lambin, J. J. (2003). Marketing estratégico. Madrid: Esic.

McCarthy, E. J.; Perreault, W. D. (2001). Marketing. Un enfoque global (13a. edición). México: McGraw-Hill.

Rodríguez I. (Coord.) (2006). Principios y Estrategias de marketing. Barcelona:

Ed. UOC

Rosales P. Estrategia digital. Cómo usar las nuevas tecnologías mejor que la competencia. Ed Deusto

Roverts, K El futuro más allá de las marcas. Lovemarks. Navarra: Urano (2005).

Santesmases, M. (2001). Marketing: Conceptos y Estrategias. Madrid: Pirámide.

Solomon, M. R.; Stuart, E. W. (2001). Marketing. Personas reales, Decisiones reales (2a. edición). Bogotá (Colombia): Prentice Hall.

WEBSITES