Course Guide Academic Year COURSE INFORMATION SHEET

Transcription

1 Course Guide Academic Year FACULTAD DE CIENCIAS ECONÓMICAS Y EMPRESARIALES COURSE INFORMATION SHEET Course Information Course Title MARKETING MANAGEMENT Code Degree Degree in Business Administration Year Semester ECTS Credits 5 Type Obligatory Departament Marketing Field Marketing and Marketing Research University Pontificia Comillas Hours/week Teachers Descriptor Lecturers Information Lecturer Name I Departament Marketing Field Office OD-411 Phone number Tutorial Hours 2 hours/week DETAILED INFORMATION ABOUT THE COURSE Context of the course Contribution to the professional profile of the degree Of the four traditional areas of business (Finance, Production, Human Resources and Marketing) this course introduces students to one of them, providing an introductory overview of it. This is the first of the three core courses in the Marketing field that make-up the Degree in Business Administration. After this course students should be able to apply marketing theory and concepts to what marketers do in "the real world", to use marketing concepts to analyse business decisions, to improve familiarity with current challenges and issues in marketing and to lay the foundations for students wishing to take more specialised courses in marketing Prerequisites None 1

2 Skills - Objectives Generic skills of degree programme Instrumental Skills CGI Analytical capacity and ability to synthesise CGI 2. Problem resolution and decision-making ability CGI3 Ability to organise and plan CGI 4. Ability to manage information from diverse sources CGI 7. Oral and written communication in a foreign language Interpersonal Skills CGP 9. Interpersonal skills: listen, discuss and debate CGP 10. Leadership capacity and ability to work in group situations CGP 1 Critical capability CGP12. Ethics CGP13. Recognition of, and respect for, diversity and multiculturalism Systemic Skills CGS14 Capacity to learn and work independently CGS18 Initiative y entrepreneurship spirit Skills specific to the sub-field of knowledge Learning outcomes (intellectual skills) CE74.1 Know and understand the basic theories and concepts of marketing Learning outcomes (practical skills) Learning outcomes (attitudinal) CE75 Improve familiarity with current challenges and issues in marketing and use marketing concepts to make business decisions THEMATIC UNITS AND CONTENT Content Thematic Units Topic 1: Introduction I 2. Topic 2: Consumer Behaviour and Segmentation Process Topic 3: Product Decisions Topic 4: Pricing Decisions Topic 5: Distribution Strategy Topic 6: Marketing Communication TEACHING APPROACH AND STRATEGIES General learning and teaching approach of the course 2

3 The methodology of the course is based on interactive classes. The teacher will provide the theoretical framework and tools for its practical implementation. You will find the outlines in the course Website. Use these outlines to prepare yourselves for the next class. We will not cover the full book and the outlines will guide the students to prepare and study the key points that will be discussed in lectures. Lectures are meant to be interactive. Students should read in advance the text chapters. In addition, they are strongly encouraged to read the press and to share their ideas and thoughts with the class. An effective way to help students learn about marketing management is the actual implementation of a marketing plan for a product or service. A project is designed to accomplish such a task. The class will be divided into groups and work with a real brand. During the semester, each of the elements of the marketing plan, coordinating with the text chapter, will be due for teacher review through written assignments and oral presentations. Class-based teaching methods Lectures 2. Group assignments. 3. Public expositions. 4. Non-compulsory activities 5. Tutorials 6. Tests and Final exam Outside classroom activities Reading lectures materials 2. Reading extra materials 3. Personal Study 4. Self-assessment test 5. Individual assignment preparation Skills CE74.1 CE75 CGI4 CGI6 CGP9 CGP11 CGP12 CGP13 CGS14 CGS18 Skills CE74.1 CE75 CGI1 CGI2 CGI3 CGP10 CGP11 CGP12 CGP13 CGS14 CGS18 3

4 CLASS BASED ACTIVITIES W h/w Lecture Class Exercises Tutorial Assessment Skills Individual Work OUTSIDE CLASS ACTIVITIES Group Work Tutorial Skills h/w Total h/w= hours per week 4

5 ASSESSMENTS AND ASSESSMENT CRITERIA Assessment activities CRITERIA Weight Multiple-choice test To measure 50% understanding of fundamental ideas and knowledge To measure comprehension of main theoretical frameworks Individual assignment An assessment 25% template is used Group assignment An assessment template is used 25% SUMMARY OF WRITTEN ASSESSMENTS AND TIMING Class-based and outside class activities Work period Submission dates 5

6 SUMMY OF STUDENT WORKLOAD CONTACT HOURS LECTURES ACTIVITY BASED CLASSES WRITTEN TESTS HORAS NO PRESENCIALES INDEPENDENT STUDY INDEPENDENT WORK GROUP WORK STUDY BIBLIOGRAPHY Y RESOURCES Basic Bibliography Books CRÉDITOS ECTS 6: 150 Kotler, P. & Keller, K., (2009) Marketing Management 13 th edition Prentice Hall. Chapter Books Articles Web pages Marketing News, Marketing Directo, Anuncios, Distribución y Actualidad, CanalDis, Puro Marketing, AdAge, Creativity Online Transparencies and additional course materials Accessible via SIFO platform Otros materiales Bibliografía Complementaria Libros de texto Stanton, W.J. et al, Marketing Management, Last edition, Ed. McGraw Hill, Capítulos de libros Artículos Páginas web Apuntes Otros materiales 6