Grado en Administración y Dirección de Empresas, Mención Creación y Dirección de Empresas, Itinerario Emprendedores

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1 Guía Docente Estrategia de Marketing / Marketing Strategy FICHA IDENTIFICATIVA Datos de la Asignatura Código Titulación Nombre Carácter Ciclo Curso Grado en Administración y Dirección de Empresas, Mención Creación y Dirección de Empresas, Itinerario Emprendedores Marketing Strategy (Estrategias de Marketing) Formación Obligatoria Grado 3º/Primer Semestre Créditos ECTS 4.5 Materia Centro Estrategias de Marketing Centro Universitario EDEM Curso académico Profesorado Nombre GOMEZ FERRRANDIZ, FELIPE Departamento 43 Comercialización e investigación de mercados Horario de tutorías: bajo cita previa con profesor Grado en ADE para Emprendedores Página 1

2 RESUMEN- SUMMARY Marketing strategy is a compulsory subject of 4.5 ECTS credits, taught in the first semester of the third year of the Degree in Business Administration. It complements the other two core subjects assigned to the area of knowledge of Marketing: Marketing (6-credit course in second year) and Fundamentals of marketing research (4.5 credits in third year). The content of the course offers the students a broad view on key business strategies that companies apply to gain success in the markets in which they operate. In the selection of topics for this subject the relationship with other disciplines is also considered as Marketing Strategy receives conceptual and methodological contributions from them, but these contributions are always addressed from an eminently commercial view here. The proposed program for the course Marketing Strategy is divided into five thematic sections which contain 10 topics: Block 1. Introduction to Strategic Marketing (topics 1 & 2). Block 2. Strategic analysis of the marketing environment (topics 3 & 4). Block 3. Formulation of marketing strategies (topics 5,6,7,8 & 9). Block 4. Implementation and control of the marketing strategy (topic 10). The first section, "Introduction to Strategic Marketing", consists of two topics. It discusses the concept of strategic marketing and contextualized it in relation to the Resource based view theory, the dominant paradigm in strategic research of the past two decades. There is also a special emphasis on strategic marketing planning processes. The second section, "Strategic Analysis of Marketing Environment", consists of two topics and it is dedicated to the analysis of the marketing environment in a broad sense. We will analyze the macroeconomic factors which impact on the company markets and specially the competition. We shall also explain how to analyze the company market to understand current and future customer demands. The third section is devoted to "Corporate Marketing Strategies and Marketing mix Strategies." It offers a range of strategic options that allow the company to achieve the desired position in the market. First, we study segmentation and targeting in consumer markets and business markets. Second, innovation and other collaborative strategies are explained as well as competing through superior customer service. Third, we study corporate social marketing strategies and other marketing strategies proposed for the 21st century. The Marketing Mix Strategies section reviews the basis of the marketing mix Grado en ADE para Emprendedores Página 2

3 strategies. The extended marketing mix is also included to integrate it in the current context where the service paradigm often predominates. The forth section is devoted to a more managerial perspective of the Marketing function within the company CONOCIMIENTOS PREVIOS PRIOR KNOWLEDGE Relación con otras asignaturas de la misma titulación/ Relationship with other topics within the same Grade This subject continues the compulsory subject called Marketing taught in the second year, which is a first approach to the marketing function in the company and in which key concepts are emphasized. This subject of Marketing Strategy puts emphasis on corporate marketing strategies, i.e. business strategies across the organization, through which organizations can achieve a sustainable competitive advantage in the market, offering superior value to customers in order to gain their loyalty over the medium and long term. However, and because it is one of the last subjects of marketing in the degree, the program briefly includes the main operational marketing strategies studied previously. Otros tipos de requisitos/ Other requirements Not defined. COMPETENCIAS- COMPETENCES BÁSICAS/ BASICS: GI.1 - Analysis and synthesis GI.2 - Organization and planning GI.6 Analysis and search of information from various sources GI.8 - Decision making GP.1 Teamwork GP.3 Critic and auto critic thinking GS.1 - Self study GS.2 Adaptation GS.3 Creativity GS.5 Initiative and entrepreneurial character GS.8 - Coordination Grado en ADE para Emprendedores Página 3

4 ESPECÍFICAS / SPECIFIS: EG.3 - Ability to analyze and understand dynamics behind the market, competence, consumers and shoppers, by means of the available information and all information that could be gathered from any available source, and to be able to organize, control and manage the resources and sales capacities to match the company offer and communication messages to the customer needs that are targeted. EA.2 Understand the key elements in a market and the implications behind its structures. EA.4 - To know who to run strategic diagnosis in complex and uncertain contexts, using suitable methodology to solve the challenge. EA.7 To know the main technics, methods and tools to analysis individuals behavior. EA.29 To know how to set up goal and strategies at different levels of the organization and to be able to assess the consequent implications and needs. EA.57 To know the marketing role within the business organization EA.58 - To be able to identify the external client the organization is aiming. EA.59 - To be able to identify the needs of different customers EA.60 - To know the main elements that explain differences in the consumer behavior EA.61 - To know how to influence the main elements in the shopping behavior EA.62 - To be capable to develop processes and tools to collect information needed in the marketing function and knowing the main analysis methods EA.63 To be capable to develop product and services from the perspective of consumer needs. EA.67 To be capable to develop a marketing plan at strategic and operational level. RESULTADOS DEL APRENDIZAJE/LEARNING OUTCOME: Upon completion of this course, students will be able to: To know how to approach a strategic marketing plan covering all phases of planning, execution and control, raise it both in writing and orally, suitably in the form and content. To enable the student to analyze the macro environment and micro environment of business from a broad strategic business vision Grado en ADE para Emprendedores Página 4

5 To understand the strategic marketing options for the organization and to know how to make decisions to choose and implement the most appropriate option to a particular business situation and to the business goals, according to the environment and the market in which the company operates. To know how to approach major decisions to be made on the different variables of the marketing mix (product, price, distribution and promotion) and their interrelationships. DESCRIPCION DE CONTENIDOS / COURSE CONTENT DETAIL BLOCK 1. INTRODUCTION TO STRATEGIC MARKETING 1. Topic 1. Market-led Strategic Management (Hooley, Piercy and Nicoulaud, 2012, chapter 1 &11) 1.1. The marketing concept and market orientation 1.2. The resource-based view of marketing 1.3. Creating sustainable competitive advantage 1.4. The role of marketing in leading strategic management 2. Topic 2. Strategic marketing planning (Hooley, Piercy and Nicoulaud, 2012, chapter 2) 2.1. Defining the business purpose or mission 2.2. The marketing strategy process 2.3. Establishing the core strategy 2.4. Creation of the competitive positioning BLOCK 2. STRATEGIC ANALYSIS OF THE MARKETING ENVIRONMENT 3. Topic 3. The changing market environment and competition (Hooley, Piercy and Nicoulaud, 2012, chapters 3 & 5) 3.1. A framework for macro-environmental analysis 3.2. New strategies for changing macro-environments 3.3. The dimensions of competitor analysis 3.4. Competitive strategies Grado en ADE para Emprendedores Página 5

6 4. Topic 4. Customer analysis (Hooley, Piercy and Nicoulaud, 2012, chapter 4) 4.1. What we need to know about customers 4.2. The marketing research process 4.3. Organising customer information BLOCK 3. STRATEGIES 5. Topic 5. Segmentation and Targeting Strategies (Hooley, Piercy and Nicoulaud, 2012, chapter 8 & 10) 5.1. The underlying premises of market segmentation 5.2. Segmenting consumer markets 5.3. Segmenting business markets 5.4. Alternative targeting strategies 6. Topic 6. Corporate social responsibility Strategy and twenty-first century marketing (Hooley, Piercy and Nicoulaud, 2012, chapters 18 & 19) 6.1. Marketing strategy and corporate social responsibility 6.2. Fundamentals of strategy in a changing world 6.3. Competitive positioning strategies 7. Topic 7. Competing Strategies: through innovation, networks and alliances (Hooley, Piercy and Nicoulaud, 2012, chapters 13 & 16) 7.1. Innovation strategy 7.2. New products 7.3. Planning for new products 7.4. Strategic alliances as a competitive force 8. Topic 8. Competing Strategies: through superior service and customer relationships (Hooley, Piercy and Nicoulaud, 2012, chapter 14) Grado en ADE para Emprendedores Página 6

7 8.1. The goods and service spectrum 8.2. Service and competitive positioning. Relationship marketing 8.3 The three S s of customer service. CRM 8.4. Measuring and monitoring customer satisfaction 9. Topic 9. Competing through the new marketing mix strategies (Hooley, Piercy and Nicoulaud, 2012, chapter 12) 9.1. The market offer 9.2. Pricing strategies 9.3. Communication strategies 9.4. Distribution strategies 9.5. The extended marketing mix BLOCK 4. IMPLEMENTING AND CONTROL 10. Topic 10. Strategy implementation and internal marketing (Hooley, Piercy and Nicoulaud, 2012, chapter 17) The strategy implementation challenge in marketing The development and scope of internal marketing Planning for internal marketing Marketing control VOLUMEN DE TRABAJO/ WORKLOAD Grado en ADE para Emprendedores Página 7

8 ACTIVITIES WITH ATTENDANCE HOURS REQUIRED Lectures 30.0 Complementary activities 5.0 Practical sessions 10.0 Exams 3.0 Total Activities With Attendance 48.0 ACTIVITIES WITH NO ATTENDANCE HOURS Group assignment preparation 20.0 Self study 30.0 Complementary readings and cases 17.5 Total Activities With No-Attendance 64.5 TOTAL CRONOGRAMA / TIMELINE The course will use the detailed planing bellow as a guide: Subject / Practice Session Dates (Week) Introduction (1h) Sessions 1&2 8/9 Subject 1 (3h) Subject 2 (3h) Sessions 3&4 15/9 Practice 1 (1h) Subject 3 (3h) Sessions 5&6 22/9 Practice 2(1h) Subject 4 (3h) Sessions 7&8 29/9 Practice 3 (1h) Subject 5 (3h) Sessions 9&10 6/10 Practice 4 (1h) Subject 6 (3h) Sessions 11&12 13/10 Practice 5 (1h) Subject 7 (3h) Sessions 13&14 20/10 Practice 6 (1h) Subject 8 (3h) Sessions 15&16 27/10 Practice 7 (1h) Subject 9 (3h) Sessions 17&18 3/11 Practice 8 (1h) Subject 10 (3h) Practice 9 (1h) Sessions 19&20 10/ Grado en ADE para Emprendedores Página 8

9 Visit to companies (5h) Session 21&22 TBC 2/10-10/10-17/10 Final Test (3h) Session 23 24/11 METODOLOGIA DOCENTE / TEACHING METHODOLOGY According to the core competences to be developed, the following methodologies will be used along the course: Class presentations of technical concepts as detailed in the TIMELINE, it is recommended to review the corresponding book chapter prior each session. Exercise resolution the practical sessions will use book exercises and cases. Student presentations some exercises will be requested and students will have to present them to the rest of the class. Case method Videos EVALUACIÓN/ STUDENT ASSESMENT The course will be graded according to the following scheme: CONTINUOUS EVALUATION (40%) Class Participation (20%) Attendance and participation is essential and all students are expected to participate. Intelligent and relevant discussions are expected of each student and it is an important part of the general evaluation of the course. Among other skills, class participation is very important to develop the ability to express and defend one s ideas. Homework (20%) The assignments will be split among the different groups in the different sessions in order to covered all the cases and exercises. The assignments will be due before the start of each session. An exercise team schedule will be provided during the first week of class. EXAMS (60%) Grado en ADE para Emprendedores Página 9

10 An Final Exam will be conducted at the end of the program. Only chapters of the book and concepts which have already been covered will be subject to quizzes. In order to pass the course, the student must obtain at least 5 points out of 10 in the exam. Final grade will be a weighted average of exam and continuous evaluation and must be greater than 5. Continuous evaluation will require class attendance and participation. CLASS ATTENDANCE Class attendance is compulsory for the appropriate understanding of the course. Unjustified absences above 10% of the total number of sessions and in any case a total number of absences above 20% will imply that the student will not obtain any grade for the continuous evaluation process. As a consequence, the final grade will be calculated applying 60% over the exam grades. SECOND EXAMINATION SESSION NOTICE Students failing in first examination session will have a second examination date. Continuous evaluation (40% of total grade) requires attendance and participation and therefore will not be recoverable. As a consequence, the student will maintain the grade received in first examination session. Exams (6 points) EVALUATION SYSTEM SUMMARY Theory test. Practice test. Continuous Evaluation (4 points) Marketing Plan Sections: class attendance, level of participation and report delivery. 4 Mini Business Cases and book discussions: class attendance, level of participation and report delivery 5 points 1 point 2 points 2 points REFERENCIAS- REFERENCES Required Textbook: Grado en ADE para Emprendedores Página 10

11 Hooley, G., Piercy, N.F. and Nicoulaud, B. (2012): Marketing strategy & competitive positioning. 5th edition. Ed.Prentice Hall. Additional references: Aaker, D.A. (2005): Strategic Market Management. Editorial John Wiley & Sons, Inc. 7ª edición. Cravens, D.W. y Piercy, N. F. (2007): Marketing estratégico. 8ª edición. Editorial McGraw Hill. Godin, Seth (2012) Purple Cow: Transform Your Business by Being Remarkable ebook Kindle Kerin, R.A. and Peterosn, R.A. (2010): Strategic marketing problems. Cases and comments. 12th edition. Editorial Prentice Hall. Kotler, P.; Keller, K.L. (2012): Marketing Management 14th Edition, Pearson Prentice Hall. Munuera Alemán, J.L. y Rodríguez Escudero, A.I. (2009): Casos de marketing estratégico en las organizaciones. Editorial ESIC. Madrid. Munuera Alemán, J.L. y Rodríguez Escudero, A.I. (2012): Estrategias de marketing. Un enfoque basado en el proceso de dirección. Editorial ESIC. Madrid. 2ª edición Grado en ADE para Emprendedores Página 11

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