INSTITUTO POLITÉCNICO NACIONAL MEXICO

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1 INSTITUTO POLITÉCNICO NACIONAL MEICO ACADEMIC OFFER IN ENGLISH HIGHER SCHOOL OF COMPUTING (COMPUTER SYSTEMS ENGINEERING) UNDERGRADUATE (5th Semester Upwards) 1 Bioinformatics 22 Graphical User Interfaces 2 Evolutionary computing 23 Basic Processing Digital Signal 3 Cryptography 24 SCADA Systems 4 Web Security 25 Digital Control 5 Analysis and design of Parallel Algorithms 26 Fuzzy Systems Applied to Engineering 6 Parallel and Concurrent Programming 27 Computational Intelligence in Control Engineering 7 Computer Graphics 28 Digital Processing of Voice and Image 8 Computer Animation 29 Advanced Signal Processing 9 Pattern Recognition 30 Genetic Algorithms 10 Distributed Data Base 31 Supervised Artificial Neural Networks Unsupervised Artificial Neural Networks 12 Data Base Selected Topics 33 Computing Selected Topics 13 Image Analysis 34 Intelligent Systems 14 Artificial Intelligence 35 High Technology Enterprise Management 15 Neural Networks 36 Mobile Communications 16 Application Development for Mobile Devices 37 Embedded Systems 17 Web Application Development 38 Advanced Architectures 18 Software Engineering for Mobile Devices 39 Advanced Computing Systems Programming 19 e-commerce 40 Economic Engineering 20 Computational Geometry 41 IT Financial Engineering 21 Systems Simulation 42 IT Governance Data Mining HIGHER SCHOOL OF COMMERCE AND ADMINISTRATION, SANTO TOMAS UNIT UNDERGRADUATE 1. International Scenarios (4hr/wk) 3. Consumer Behavior (6 hr/wk) 2. Fundamentals of Finance (6hr/wk) 4 Mexican Economy in the Global Context (6 hr/wk) HIGHER SCHOOL OF COMMERCE AND ADMINISTRATION, TEPEPAN UNIT UNDERGRADUATE 1. Quality & General Theory of Systems 6hrs/wk 4. Foreign Investment 6hrs/wk 2. Marketing & International Promotion 5hrs/wk 5. Development of Directive Skills 6hrs/wk 3. International Negotiation Strategy 6hrs/wky 6. International Scenarios 4hrs/wk HIGHER SCHOOL OF TOURISM UNDERGRADUATE 1. Culture of Quality in Touristic Organizations. 2. Creativity and Innovation in Touristic Enterprises. 3. Sales Management 4. Marketing Plan APPLIED SCIENCE AND ADVANCED TECHNOLOGY RESEARCH CENTER, CAMPUS QUERETARO (ADVANCED TECHNOLOGIES MASTER PROGRAM 1. Applied Physics 5. Computer Vision 2. Pattern Recognition 6. Thermodynamics 3. Advanced Technologies 7. Radioprotection 4. Quantum Mechanics Applied to Materials 8. General & Advanced Biochemistry

2 NATIONAL POLYTECHNIC INSTITUTE ACADEMIC SECRETARIAT DIRECTORATE OF HIGHER EDUCATION SHORT PROGRAM ACADEMIC UNIT: ACADEMIC PROGRAM: ESCUELA SUPERIOR DE COMERCIO Y ADMINISTRACION SATO TOMAS Y TEPEPEN Commercial Relations Bachelor LEARNING UNIT: Consumer behavior LEVEL: II GENERAL PURPOSE Explain consumer behavior in the field of marketers, on the development of behaviors, interests and attitudes that people take in the process of consumption of goods and services, which are the foundation on how marketing is based, considering the ethical and social responsibility, through collaborative research of documentary and field. CONTENTS: I. Introduction to consumer behavior. II. The socio-cultural consumer behavior. III. Psychological factors in consumer behavior. IV. The consumer and marketing EDUCATIONAL GUIDANCE: The teaching-learning allows students to construct their own learning, through the following strategies: documentary and field research, text analysis, solving case studies, making presentations and exhibitions of individual and groups. ASSESSMENT AND ACCREDITATION Include a written diagnostic evaluation to determine prior knowledge related to the learning unit. Formative evaluation will be conducted consisting of the delivery of learning strategies and application of tests in each unit, forming a portfolio of evidence. The assessment is weighted in the delivery of desk research and the realization of the four practices in the field. This learning unit can be evidenced by demonstrated competence using the weighted evaluation criteria mentioned above. BIBLIOGRAPHY Arellano, Rolando, Comportamiento del consumidor, Enfoque América Latina, McGraw-Hill, México 2002, 563 págs., ISBN: D. Blackwell, Roger, W. Miniard, Paul y F. Engel James, Comportamiento del Consumidor, Thomson Editores, México 2002, 9ª edición, 592 págs., ISBN Kotler, Philip y L. Keller Kevin, Dirección de Marketing, Prentice Hall, México 2006, 12ª edición, 776 págs., ISBN R. Solomon, Michael, Comportamiento del Consumidor, Pearson, México 2008, 7ª edición, 672 págs., ISBN Schiffman, León y Kanuk, L. Lazar, Comportamiento del consumidor, Pearson Educación México 2005, 8ª edición, 587 págs., ISBN: CONSULTATION OF WEB PAGES Retrieved on June 21, 2008, Retrieved on June 21, 2008, Retrieved on June 22, 2008, amai.org/niveles.php Retrieved on June 22, 2008, Retrieved on June 27, 2008, Retrieved on June 27, 2008, Retrieved on July 6, 2008, Retrieved on July 6, 2008, Retrieved on July 6, 2008, Retrieved on August 10, Retrieved on December 11, 2008

3 NATIONAL POLYTECHNIC INSTITUTE ACADEMIC SECRETARIAT DIRECTORATE OF HIGHER EDUCATION ACADEMIC UNIT: HIGHER SCHOOL OF COMMERCE AND ADMNISTRATION SANTO TOMAS AND TEPEPAN UNITS ACADEMIC PROGRAM: Commercial Relations Bachelor PROFESSIONAL ASSOCIATE: Commercialization FORMATIVE AREA: Professional MODALITY: Classroom LEARNING UNIT: Consumer behavior TYPE OF LEARNING UNIT:: Theoretical-Practice Obligatory VALIDITY: 2009 LEVEL : II CREDITS: 9 Tepic (6.1 SATCA ) GENERAL PURPOSE This learning unit is essential for the professional development of graduate in Business Relationships, as its practice is strongly related to meeting the needs and desires of consumers. Hence, it is necessary that the trade relations professional in understanding the importance of the consumption process, investigate the various behaviors and communicate to businesses the importance and advantages to be gained to develop new products and services based on the consumer. Competencies to be achieved in this learning unit will be: Investigate the reasons why consumers buy, use or reject a particular product or service. Differentiate the major theories and approaches to study consumer behavior Analyze the process of consumption, Reflect on the importance of sustainability and consumer Understand consumer rights. Integrate key psychological factors that affect consumer behavior. Distinguish the various socioeconomic and cultural variables related to consumption. Analyze their influence on consumer behavior. Analyze the relationship of the consumer with the basic elements of marketing, Assess the importance of meeting or exceeding customer expectations. Work collaboratively to reach agreement. Present the results of investigations against the group. understand texts related to the thematic units in the English language. This learning unit is connected horizontally with: o Introduction to integrated communication. o Introduction to the sale. And up and down vertically with: Fundamentals of Marketing, Analytical or Marketing, Direct marketing, Purchasing, Advertising and Media, Quantitative and Qualitative Market research, Public Relations, Macroeconomics, Sales Promotion, Media, Global economic trends, Strategic planning and integrated communication, Business development workshop and Commercial or strategic direction. GENERAL PURPOSE Explain consumer behavior in the field of marketers, on the development of behaviors, interests and attitudes that people take in the process of consumption of goods and services, which are the foundation on how marketing is based, considering the ethical and social responsibility, through collaborative research of documentary and field. ASSIGNED TIMES THEORY/WEEK: PRACTICE/WEEK: THEORY/SEMESTER: 54.0 PRACTICE/SEMESTER: 54.0 TOTALS/SEMESTER:108.0 LEARNING UNIT DESIGNED BY: Marketing Academies from ESCA units Santo Tomas and Tepepan REVISED BY: Academic Subdirection Units Santo Tomas and Tepepan APPROVED BY: School Technical Advisory Council Santo Tomas and Tepepan Presidents C.P. Norma Cano Olea y C.P.C. M. en C. Jaime V. Sanchís Cuevas AUTORIZED BY: Comission of Academic Programs from the General Advisory Council of thel IPN. Dr. David Jaramillo Vigueras Technical Secretariat from the Comission of Academic Programs

4 NATIONAL POLYTECHNIC INSTITUTE ACADEMIC SECRETARIAT DIRECTORATE OF HIGHER EDUCATION LEARNING UNIT: Consumer behavior PAGE: 4 OF 8 N THEME UNIT: I NAME: Introduction to consumer behavior consumidor SPECIFIC OBJECTIVES Assess consumer behavior, gaining critical and reflective attitude about sustainability, as well as consumer rights, to understand how meeting the needs of consumers through the application and interpretation in depth interviews. No CONTENTS Consumer behavior. Conceptualization. Its importance in the study added marketing. Characteristics of consumer participation in the consumption process. The consumer. buyer Customer. Influencer. Decision-maker. AD KEY T A A LITERATURE T P T P KEY LITERATURE 9-B 15-B 18-B Theories on the consumer. Economics. Psychological. Sociological. Process of consumer behavior. Recognition of needs and desires. Information. Decision-making. Acquisition. Consumption. Satisfaction. Sustainability and consumption. The ecosystem Consumer protection in Mexico. PROFECO Consumer rights. Consumer Protection Act. Consumer organizations. Reading of consumer behavior related text. Reading the text associated with the unit in English :

5 NATIONAL POLYTECHNIC INSTITUTE ACADEMIC SECRETARIAT DIRECTORATE OF HIGHER EDUCATION LEARNING UNIT: Consumer behavior PAGE: 5 OF 8 LEARNING STRATEGIES Discussion on collaborative teams of the concept and importance of consumer behavior. Development of concept maps as a team on the characteristics of consumer participation in the consumption process. Assess a case study stage of the process of consumer behavior provided. Preparation and presentation of the team presenting the case to the group. Electronic Research staff work on federal legislation and consumer standards institutions in Mexico. Conduct practice no. 1: "The process of consumption." Reading and comprehension of English texts related to the thematic unity with individual and team proficiency. ASSESSMENT OF LEARNING: Review written diagnosis to determine students' prior knowledge related to the learning unit. Delivery of written conclusions on the result of team discussion, the evidence be to deliver a manuscript and briefly (2-3 pages) that contains the general opinion of each...5% Delivery of a conceptual map at least 80% of the items included in the subject % Submission of written report of the documentary research on the following criteria: Quality of presentation (cover, index, thematic development, conclusion) with an extensive text of four to six pages, all content areas of the unit and bibliographic references. and electronic journals section % Exhibition and presentation of the case investigated considering the quality of the written and exhibitions such as: verbal fluency, attractive and material support creative compliance time % Report writing practice no. 1. Develop and implement five-depth interviews (semistructured) per team, with housewives made by each student to integrate a collaborative team, which will be integrated into one report per team, considering as evidence: interviews objective, methodology, results and conclusions % Review % Written evaluation of the English vocabulary %

6 NATIONAL POLYTECHNIC INSTITUTE ACADEMIC SECRETARIAT DIRECTORATE OF HIGHER EDUCATION LEARNING UNIT: Consumer behavior PAGE: 6 OF 8 N THEME UNIT: II NAME: The socio-cultural consumer behavior factors on consumer behavior. SPECIFIC OBJECTIVES Distinguish the various socioeconomic and cultural variables and their influence on consumer behavior, to understand the influence they have on consumer behavior, through design, implementation and analysis of a questionnaire with structured questions. No. CONTENTS AD KEY LITERATURE T A A T P T P TEACHING ACTIVITIES Cultural Factors Cultural influences on consumer behavior. Creation and dissemination of global culture of consumption. 9-B 15-B 18-B Subcultural factors. Subcultures ethnic, racial and religious. Generations of "Baby Boomers", " and Y" Social factors. Influence of groups Reference Groups Opinion leadership. Family socioeconomic AMAI socioeconomic 2.5 Reading of consumer behavior related text. Subtotals Thematic Unit LEARNING STRATEGIES Discussion on collaborative teams of the influence of sociocultural factors in consumer behavior. Development of a conceptual map team on subcultural factors in consumer behavior. Conduct practice no. 2: "The socioeconomic level of the consumer." Reading and comprehension of English texts related to the individual thematic unity and team with the English language ASSESSMENT OF LEARNING Delivery of a report as a result of the discussion taking as evidence a brief manuscript (2-3 pages) in which they express the general opinion of each team % Delivery of a conceptual map that contains at least 80% of the items included in the subject... 5% Delivery of the report of the Investigation of Reference Groups on the following criteria: Quality of presentation (cover, index, thematic development, conclusion), text length determined by number of pages, all contained within the subject referral and bibliographic references. hemerographic and..10% Providing research report socioeconomic levels under the following criteria: Quality of presentation (cover, index, thematic development, conclusion), text length determined by number of pages, all contained within the theme related and References is acknowledged. hemerographic and....10% Report writing practice no. 2. Survey of a sample of 20 households per team, housewives, considering as evidence: Objective of the survey methodology, results and % Review....30% Written evaluation of the English vocabulary %

7 NATIONAL POLYTECHNIC INSTITUTE ACADEMIC SECRETARIAT DIRECTORATE OF HIGHER EDUCATION LEARNING UNIT: Consumer behavior PAGE: 8 OF 8 N THEME UNIT: III NAME: Psychological factors in consumer behavior. SPECIFIC OBJECTIVES Explain the major psychological factors that affect consumer behavior and the process involved in designing marketing strategies, through design, implementation and analysis of an observation guide. No. CONTENTS AD KEY LITERATURE T A A TEACHING ACTIVITIES T P T P Personality. Theories of personality. Understanding the diversity of the consumer. Brand personality 9-B 15-B 18-B Motivation and emotion. Needs, motivation and desire. Hierarchy of needs and motivations. Secondary needs. Analysis of motivations Perception Sensory systems. Perceptual stimuli Perceptual process: selection, organization and interpretation Learning and memory. The learning process. Behavioral theories of learning. Cognitive theory of learning. The role of memory in learning Attitudes Elements of the attitudes. Model attitudes. Functions of attitudes Changing attitudes. Study of the attitudes. Reading of consumer behavior related text. Thematic Unit Subtotals

8 NATIONAL POLYTECHNIC INSTITUTE ACADEMIC SECRETARIAT DIRECTORATE OF HIGHER EDUCATION LEARNING STRATEGIES For each content area covered by this unit, perform the following learning strategies: Presentation of research exhibition of collaborative work in teams. Discussion and analysis of thematic content in computer and plenary sessions. Conduct practice no. 3: "Consumer Attitudes." Reading and comprehension of English texts related to the thematic unity with individual and team proficiency in English. ASSESSMENT OF LEARNING Presentation of research report on the following criteria: Quality of presentation (cover, index, thematic development, conclusion), text length determined by number of pages, the entire content included in the issue referred and references. and electronic journals section % Presentation exhibition of collaborative work in teams, considering: verbal fluency, attractive and material support creative compliance time % Discussion and analysis of thematic content in computer and plenary sessions, taking as evidence the delivery of a brief manuscript (2-3 pages) in which they express the general opinion of each team % Report writing practice no. 3. Register observer in ten guides per team, with the data related to the behavior of housewives in a convenience store, considered as evidence: Objective of the survey methodology, results and conclusions % Review.30% Written evaluation of the English vocabulary %

9 NATIONAL POLYTECHNIC INSTITUTE ACADEMIC SECRETARIAT DIRECTORATE OF HIGHER EDUCATION LEARNING UNIT: Consumer behavior PAGE: 10 OF 8 N THEME UNIT: IV NAME: The consumer and marketing. SPECIFIC OBJECTIVES Analyze the relationship consumers have with the basic elements of marketing, to assess the importance of meeting or exceeding customer expectations through a survey on the identification of the demographic characteristics of a target market. No. CONTENTS AD KEY LITERATURE T A A TEACHING ACTIVITIES T P T P The consumer and marketing. Impact of consumer marketing. Impact of marketing on consumers. 9-B 15-B 18-B Segmentation of consumers Geographic Demographic Psychographics Benefits Behavioral Creating value and satisfaction. The perceived value to the customer. Total Customer Satisfaction. How to measure customer satisfaction. Quality of products and services. The total quality management. Maximize the lifetime value of customers. Customer profitability. How to calculate the lifetime value of customers The concept of customer capital. The consumer and innovations. Innovation. The target market. The channels of communication. Time. The adoption process of a brand. Organizational decision making. The business market vs consumer market. Participants in the buying process. The process of buying. B2B relationship management. Institutional and government markets. Reading of consumer behavior related text. Subtotals Thematic Unit

10 NATIONAL POLYTECHNIC INSTITUTE ACADEMIC SECRETARIAT DIRECTORATE OF HIGHER EDUCATION LEARNING STRATEGIES For each content area covered by this unit, perform the following learning strategies:: Presentation exhibition in collaborative teams. Discussion and analysis of thematic content in computer and plenary sessions. Conduct practice no. 4: "Market Segmentation Demographic." Reading and comprehension of English texts related to the thematic unity and team individual with knowledge of English.. ASSESSMENT OF LEARNING Presentation of research report on the following criteria: Quality of presentation (cover, index, thematic development, conclusion), text length determined by number of pages, the entire content included in the issue referred and references. and electronic journals section % Presentation exhibition of collaborative work in teams, considering: verbal fluency, attractive and material support creative compliance time % Discussion and analysis of thematic content in computer and plenary sessions, taking as evidence the delivery of a brief manuscript (2-3 pages) in which they express the general opinion of each % Report writing practice no. 4. Develop and implement twenty surveys on demographic characteristics of a target market, considering as evidence: objective, methodology, results and conclusions. Be given a report by staff % Review..30% Written evaluation of the English vocabulary %

11 NATIONAL POLYTECHNIC INSTITUTE ACADEMIC SECRETARIAT DIRECTORATE OF HIGHER EDUCATION LEARNING UNIT: Consumer behavior PAGE: 12 OF 8 LIST OF PRACTICES Practice No. 1 NAME OF PRACTICE The process of consumption. Objective: Develop, implement and analyze a team, in-depth interviews related to the housewife behavior in relation to consumption of products in the home. Develop and implement five-depth interviews (semistructured) per team, with housewives made by each student to integrate a collaborative team, which will be integrated into one report per team, considering as evidence: interviews objective, methodology, results and conclusions THEMATIC UNITS I DURATION 1 DURATION PLACE Field 2 The socioeconomic level of the consumer. Objective: Apply AMAI algorithm to determine the socioeconomic status of a sample of households. Survey of a sample of 20 households per team, housewives, considering as evidence: Objective of the survey methodology, results and conclusions. II 10.0 Field 3 Consumer attitudes. Objective: Develop and implement an observation guide to a sample of shoppers in a grocery store in order to observe their attitudes purchase. Register observer in ten guides per team, with the data related to the behavior of housewives in a convenience store, considered as evidence: Objective of the survey methodology, results and conclusions. III 16.0 Field 4 Demographic segmentation of the market. IV 15.0 Field Objective: To identify the different elements contained in the demographic segmentation of a sample of households in different political delegations of Mexico City. Develop and implement twenty surveys on demographic characteristics of a target market, considering as evidence: objective, methodology, results and conclusions. A report will be delivered by staff TOTAL 54 hrs. ASSESSMENT AND ACCREDITATION The percentages of accreditation, each practice will incluye: Practice 1. 20% of the respective unit. Practice 2. 20% of the respective unit. Practice 3. 20% of the respective unit. Practice 4. 20% of the respective unit.

12 NATIONAL POLYTECHNIC INSTITUTE ACADEMIC SECRETARIAT DIRECTORATE OF HIGHER EDUCATION LEARNING UNIT: Consumer Behavior PAGE: 13 OF: 8 ASSESSMENT PROCEDURE Thematic Unit I Introduction to consumer behavior 25% The socio-cultural thematic unit II of consumer behavior 15 % Thematic Unit III Psychological factors in consumer behavior 30% Thematic Unit IV The consumer and marketing 30% This learning unit can be evidenced by: Demonstrated competence at the beginning of the course and request (a) through a written evaluation and implementation of the four practices considered in the learning unit which together show that having at least 80% of the mastery of core competencies Learning Unit. Courses in other national higher education institutions that have an agreement with the IPN. Mobility between St. Thomas and ESCA Tepepan unit according to their ability to care. Modal Mobility: Classroom and Virtual according to attention span. KEY B C REFERENCES 1 Anderson, W. Jasso, Consumption asset to seize power, Consumers Digest, Mexico, in December. 2007, no.: 370, p ISSN: Rachel Brown, Mary E. Perez, Claudia Quintanilla, Shopping at the border, Expansion, Mexico, May 26, 2008 no.: 991, p ISSN: Marshal Cohen, Consumer behavior, who they are, why they buy and how to anticipate each of its movements, McGraw-Hill, Mexico, 2006, ISBN: Crusade against misleading advertising, Expansion, Mexico, June 23, 2008 no.: 993, 350 pg. ISSN: John Derick, Emotions, impulses and reasons, Expansion, Mexico, May 26, 2008 no.: 991, p ISSN: They buy and they go shopping, Expansion, Mexico, May 26, 2008 no.: 991, p ISSN: Fernandez de Lara Carlos, Arrogant Technology, Excelsior, Mexico, June 20, Naomi Klein, No Logo, The power of brands, Oxford Paidós Ibérica, Spain, 2005 ISBN: Philip Kotler and Kevin Keller L, Marketing Management, 12th edition, Pearson Education, Mexico, 2006 ISBN: The consumer union is strength, Expansion, Mexico, June 23, 2008 no.: 993, p ISSN: Luis de Llano Macedo, Generation 'Y' and 'T phenomenon', Expansion, Mexico, June 23, 2008 no.: 993, pp ISSN: Alejandro Mejia C., Consumer Crusade, Expansion, Mexico, June 23, 2008 no.: 993, pp ISSN: Adrian Ryans, The customer has no reason, Expansion, Mexico, May 26, 2008 no.: 991, p ISSN: Michael Saren, Marketing at Grupo Editorial Patria graffiti, Mexico, 2007 ISBN:

13 15 Schiffman Leon and kanuka L. Lazar, Consumer Behavior 8th edition, Pearson Education, Mexico, 2005 ISBN: If it's expensive, it sure is good, Expansion, Mexico, May 26, 2008 no.: 991, p ISSN: Claudia Solera, The world is me, leave behind the, Excelsior, Mexico, April 13, Michael R. Solomon, Consumer Behavior 7th edition, Pearson Education Mexico, 2008 ISBN: William Stanton, Etzel and Michael Bruce Walker, Fundamentals of Marketing, 14th Edition, McGraw-Hill, Mexico, 2007, ISBN: Websites internet: Accessed June 21 / Accessed June 21 / Accessed June 22 / amai.org / niveles.php Accessed June 22 / Accessed June 27 / Accessed June 27 / Accessed July 6 / Accessed July 6 / Accessed July 6 / Accessed August 10 / Accessed December 11 / 2008

14 1. GENERAL DATA NATIONAL POLYTECHNIC INSTITUTE ACADEMIC SECRETARIAT DIRECTORATE OF HIGHER EDUCATION TEACHING PROFILE PER LEARNING UNIT ACADEMIC UNIT: HIGHER SCHOOL OF COMMERCE AND ADMNISTRATION SANTO TOMAS AND TEPEPAN UNITS ACADEMIC PROGRAM: Commercial Relations Bachelor LEVEL: II FORMATIVE AREA: Institutional Scientífic - Basic Professional Terminal and integration ACADEMY: Marketing LEARNING UNIT: Consumer Behavior SPECIALTY AND ACADEMIC LEVEL REQUIRED: Bachelor in CommerBusiness Relationships, Bachelor in Marketing, Bachelor in Psychology, BA in Communications. OBJECTIVE LEARNING UNIT: Explain consumer behavior in the field marketing muscle on the development of behaviors, interests and attitudes that people take in the process of consumption of goods and services, considering the ethics and social responsibility through collaborative research of documentary and field TEACHER PROFILE KNOWLEDGE SKILLS PROFESSIONAL HABILITIES ATTITUDE Marketing. Consumer psychology. Sociology. Economy of consumption. Educational model of IPN In the areas of: Marketing, sales, Communication, service and Market research Teaching in the areas of Marketing, Sales, Communication Market Research, Humanities and Economics.. Negotiation Fluency. Proper communication oral and written. Applying the institutional educational To motivate staff. Leadership. Management groups. Troubleshooting. Application of MEI. Flexible. Empathy.. Tolerance. Respect. Service. PREPARED BY REVISED AUTORIZED Presidente de Academia de asignaturas afines de Mercadotecnia LRC Gerardo Chávez Moreno LRC Lydia Villaseñor Cadena LRC José David Waldo Caamaño ESCA Unidad Santo Tomás y Tepepan M. en C. Dely Karolina Urbano Sánchez M. en C. Maria Estela Casas Hernández Subdirectoras Académicas ESCA Unidad Santo Tomàs Y Tepepan C.P. Norma Cano Olea C.P.C. M en C. Jaime V. Sanchís Cuevas Directores de las unidad Académicas ESCA Unidad Santo Tomàs y Tepepan DATE: 2009.

15 SYNTHETIC PROGRAM ACADEMIC UNIT: Escuela Superior de Comercio y Administración, Unidad Santo Tomás ACADEMIC PROGRAM: Bachelor in Management and Business Development LEARNING UNIT: Mexican Economy in the Global Context LEVEL: II PURPOSE OF LEARNING UNIT: To analyze the characteristics of the Mexican economy from the global economic context. CONTENTS: I. Stages of globalization and market formation. II. Integration and cooperation relations. III. Geopolitics of the global economy. IV. The environment of the International Economic Structure. V. Mexico in the international economic structure. TEACHING ORIENTATION: The teaching approach is based on the inductive method, is based on teaching models expository-interactive and strategic teaching also guiding strategy will resume as the case method. All supported techniques such as: information, processing graphic organizers through the use of ICT tasks inside and outside the classroom, analysis of written and audiovisual documents, discussions and collaborative work. ASSESSMENT AND ACCREDITATION: The evaluation consists of three phases: diagnostic evaluation or initial or continuous formative assessment (self-assessment and peer assessment) and, finally, the summative evaluation. Similarly, to prove this learning unit will be the integration of a portfolio of evidence. The student has the opportunity of proving the learning unit: Evaluation of previously acquired knowledge and should show mastery of the competencies of the learning unit, integrating their knowledge (knowing, knowing how, and knowing how to be and live) according to the criteria established by the academy. Be studied in other higher education institutions national and international, who have mobility agreement with the IPN. Traffic between the ESCA academic units according to the attention span REFERENCES: Bertrand, A. V. (2013). State of the World Madrid: Akal Ediciones. pp and ISBN: Carbaugh, R. J. (2009). International Economy. Mexico: Cengage Learning. 12th Edition. ISBN-10: , ISBN-13: Correa, E, Girón, A. Guillén, A. & Ivanova. A. (2011). (Coordinators). The three crises: Economy, finance and environment. México: Miguel Angel Porrúa. pp , ISBN Dunning, J. H., Lundan, S. M. (2008). Multinational Enterprises and the Global Economy. Massachusetts, USA: Edward Elgar Publishing, Inc., Second Edition. ISBN , ISBN Tamames, R. & Huerta, B. G. (2010). International economic structure. Madrid: Alianza, 21 st Edition. ISBN

16 ACADEMIC UNIT: Escuela Superior de Comercio y Administración, Unidad Santo Tomás. ACADEMIC PROGRAM: Bachelor in Management and Business Development. OUTPUT SIDE: In managing SMEs TRAINING AREA: Basic Scientific. METHOD: Schooling and no schooling LEARNING UNIT: Mexican economy in the global context. LEARNING UNIT TYPE: Theory and practice, mandatory and English (bilingual). Force: 2013 LEVEL: II. SCHOOL YEAR: Fourth. EDUCATION INTENTION CREDITS: 6 SATCA (9 Tepic) This learning unit contributes to the exit profile of Business Administration and Business Development in the acquisition of skills which analyze geopolitical integration phases of the countries and the Mexican economy in the global context. Due to the global interconnection, companies operating in national markets are affected by an economy increasingly integrated. Not only the face of growing competition from foreign companies, but also by the dependence of the flow of raw materials, intermediate goods, and funding from foreign sources. These skills enable students to develop the ability to integrate effectively in teams and responsibly addressed, disposition, tolerance, fairness, leadership and creativity, as well as directed toward the achievement of goals, objectives and results, updated, permanently learn and adapt to change, allowing Mexico's integration into the global economy. Mexican Economy in the Global Context has been preceded by a learning units: Foundations of Accounting, Law, Marketing Basics and Fundamentals of Economics, as subsequent to the learning unit for Standardization Standards as parallel learning units: Law commercial, Sales Management and Study of Economic Blocs. Also relates transversely with learning units: Oral and written communication, Troubleshooting and creativity, Sustainable Development, Corporate Social Responsibility and Business Ethics, Entrepreneurship and Social Service. PURPOSE OF LEARNING UNIT To analyze the characteristics of the Mexican economy from the global economic context. TIMES ASSIGNED LEARNING UNIT DESIGNED BY: Academy of THEORY / WEEK: Economics ESCA Santo Tomas Unit. PRACTICE / WEEK: REVIEWED BY: Unit THEORY / SEMESTER: 54.0 Academic Branch St. Tomas APPROVED BY: Technical PRACTICE / SEMESTER: 54.0 Advisory Unit School St. Tomas. President, CPA Norma Cano TOTAL / SEMESTER: 108 Olea AUTHORIZED BY: Committee on Academic Programs Advisory Council General IPN. Dr. Emmanuel Alejandro Merchan Cruz Technical Secretary for Academic Programs Committee

17 LEARNING UNIT: Mexican Economy in the Global Context PAGE: 3 OF 15 THEMATIC UNIT No.: I NAME: Stages of globalization and market formation UNIT OF COMPETENCE Difference stages of the globalization process and the formation of integrated markets based on the economic performance of military movements (first and second world war). No CONTENTS The economy in the global context. Concept, background and objectives of globalization. Major International Organizations (IMF, World Bank, GATT-WTO, FAO, ILO, OECD). AD Teaching activities T P AD Teaching activities KEY LITERATU RE 1C 9B 3B Economic policy. The Trade Policy. Trade policy instruments. Model protectionist. Free market model. Global economic Radiography. Economic crises in the I century. Emerging economies. subtotals: LEARNING STRATEGIES Questions detonating on the themes: globalization, international organizations, trade policy, economic crisis and emerging economies. On computers and the information we have, develop worksheets. Search for information from various sources on concepts, background and objectives of globalization to develop concept maps. Discussion guided by the teacher based on research. Team Interactive exhibition on international organizations. Based on the presentations and teacher monitoring, develop a table of international agencies including: core members, objectives, and functions, supervisory and regulatory policies. Professor interactive exhibition about trade policy and its main instruments. Based on monitoring exposure and teacher, prepare a comparison chart that highlights the most important features of a model free market protectionist. Interactive exhibition by the teacher about the economic and financial crises of the century. Based on monitoring exposure and teacher, develop an analysis of the crisis in the world, including the factors that influence economic fluctuations that have characterized financial and economic crises of the century and the rise of emerging economies. Written objective test (examination). Integration of the portfolio of evidence.

18 LEARNING UNIT: Mexican Economy in the Global Context PAGE: 4 OF 15 Portfolio of evidence: EVALUATION OF LEARNING Worksheets 10% Concept map 10% Interactive exhibit 20% Table (international) 10% Comparative Table 10% Analysis 10% Objective test 30%

19 LEARNING UNIT: Mexican Economy in the Global Context PAGE: 6 OF 15 THEMATIC UNIT No.: II NAME: Foreign economic cooperation and integration. UNIT OF COMPETENCE Identify each of the degrees of economic integration from the trade agreement signed by member countries. No CONTENTS Economic integration process Concept, background and objectives Degrees of Economic Integration. Free trade zone. Customs Union Common Market. Economic Union and Economic Integration altogether. Economic Zones Europe America Asia and Oceania Major economic integrations. Economic integration in Africa. EUROPEAN UNION. NAFTA MERCOSUR. LAIA. ASEAN. AD Teaching activities T P TAA Independent Learning Activities 5.0 subtotals: KEY LITERAT URE 9B 4C 2B LEARNING STRATEGIES Discussion guided by the teacher about the concepts and objectives antecedes economic integration process for the recovery of prior knowledge. Prior information search and discussion guided by the teacher about the degree of economic integration and the definition of economic zones that make up the world's geopolitics. With constant monitoring, develop a timeline dual input (horizontal line bounded vertically years and significant events), that includes at least the key elements and features of the historical context for each economic integration. With constant monitoring, develop an overview of treaties including the advantages and disadvantages depending on the sector, and the main products exported in Mexico. With constant monitoring, develop a statistical investigation to identify agricultural commodities higher monetary value and export volume. With constant monitoring, develop an analysis of government support for agricultural exporting SMEs. Case Study 1: "The process of Globalization". Team and based in a case brought by the teacher, identify the stages of the process of globalization from two periods: 1) comprising driven by falling transport costs and the First World War and 2) the second stage of globalization of with the closing of the Second World War, the Cold War, the creation of multilateral institutions and the formation of integrated markets. Will undertake the following activities: a. Presentation of resources, evaluation methods, and objectives of the case. Exposure to study case. i. Talk in teams to determine the tentative work plan and development of the case.

20 LEARNING UNIT: Mexican Economy in the Global Context PAGE: 7 OF 15 ii. Study and analysis of the case by a team approach to problem situations (questions arising from the same case). iii. With guidance and constant feedback from the teacher continually adjusts the final report and conclusions are developed. iv. Exposure of the solution and case team's conclusions. v. Conclusions and teacher feedback on team practices. b. Written objective test (based on the case). c. Integration of the portfolio of evidence. Portfolio of evidence: EVALUATION OF LEARNING Interactive exhibit 20% Synthesis 10% Case Study 2 40% Objective test 30%

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