BACHELOR IN BUSINESS ADMINISTRATION

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1 BACHELOR IN BUSINESS ADMINISTRATION Course Principles of Marketing Code Module Marketing Area Commercial management and research Character Compulsory Credits 6 Attendance 3 Non Attendance 3 Year Third Semester 5 Carmen Abril Department Professor MARKETING DEPARTMENT Coordinator: Carmen Abril [email protected] SYNOPSIS BRIEF DESCRIPTION The main objective of the Marketing Fundamentals course is to ensure that students learn the basics concepts of the marketing discipline in order to be able to apply them in any firm. The course also aims to develop the competences and abilities needed to effectively manage the marketing processes in any kind of company. PRE-REQUISITES Fluent level of english. AIMS & OBJECTIVES OBJECTIVES (learning outcomes) OBJECTIVES 1. To introduce the students in the basic concepts of marketing discipline. G1,T1,T5,E2,E3

2 2. Establish connections and understand interdependence between marketing decisions and other functions within the firm. G2, T1, T4,E2,E7 3. Ensure the concepts learnt are applicable to marketing departments in any firm. G3,T4,T5,E6,E7 4. To highlight the importance of marketing in current economy and society. G3,T1,T5,E6 5. Develop the ability to analyze and take action standards in the marketing management. G1,G2,G3,G4,T1,T2,T3,T4,T5,E3,E7 Capabilities General: CG1,CG2,CG3, Cross-sectional: CT1,CT2,CT3,CT4,CT5 Specific: CE2,CE3,CE7 TOPICS COVERED (Syllabus) Definition and marketing processes 1. What is marketing? 2. Marketing processes in the organizations. Micro-macro environment Knowing the market and the consumer 3 Consumer and B2B behavior 4 Market research. Managing information systems in marketing Designing marketing strategies and the marketing mix 5 The product in marketing: Product and services 6 Segmentation and Positioning strategies 7 Brand management and strategies 8 Setting prices and pricing strategies. 9 The distribution channel 10 Media and communication strategy New trends in Marketing 11. Marketing and new technologies Theoretical classes % of Total Credits 25% Practical classes % of Total Credits 25% Other Activities % of Total Credits 1050%

3 Seminars 5%, tutorials 10%, group or individual assignments 15%, other grading activities 5%, individual work 20% Final exam Final exam, theory and practise Other activities ASSESSMENT % Share of Final Grade % Share of Final Grade Projects, Case discussions and reports Presentations and group or individual assignments 50% 40% Other activities & Share of Final Grade 10% Proactive in class participation ASSESSMENT CRITERIA The final exam will be related to the syllabus and the discussions performed in class. Minimum score to pass the course is 5 out of 10 The Project assignment (if any) will be done in teams of 3 or 4 members. It will consist in a marketing plan or marketing related task. The analysis and debate of the practical cases will be done through practical and theoretical concepts and tools; individual or group work. The proactive individual participation will consider the face to face activities (class attendance, seminars, conferences, tutorials, group contribution..) as well as on line (webs, blogs, social network activities) The student might ask for Not attend grading in the ordinary intake in case the student will discontinue class attendance or practices during the first month and a half of the semester. After this period the student will keep on with the on going grading system. En case the student will not attend the extraordinary exam the student will be considered not attend regardless of the on going evaluation. In case the student will do the extraordinary exam, the grade will be the result to apply the percentages described in the syllabus of the course.

4 TIMETABLE SEPTEMBER: Week TOPIC In the classroom Outside the classroom 1 What is marketing? Discuss about marketing role in the organizations Understand marketing role Discuss the concept of needs, wants and desires Take a position Find relevant arguments to build the pint of view Look for market place examples OCTOBER: Week TOPIC Marketing process in the organization In the classroom Outside the classroom 2 Defining a market Understand how markets are created Find implications for firms 3 Market research processes Explain market research role and purpose Understand market research process 4 Understanding consumer behaviour Explain different types of behaviors and marketing implications Understand the concepts of attitudes, beliefs and values Look for different examples Discuss about market boundaries Elaborate a research plan to answer a research question Role play in class

5 5 Product definition Understand the definition of a product in marketing management Highlight the importance of perceptions Search for rxamples to illustrate concepts NOVEMBER Week TOPIC marketing strategies In the classroom Outside the classroom 6 Market segmentation Define the role and importance of Segment a chosen market market segmentation for firms Understand the variables for Types of segments and characteristics segmentation used 7 Market Positioning Build a positioning map Discuss about the concept of market positioning 8 Brand definition Define what a brand is Understand how brands are built 9 Brand portfolio Understand the strategic importance of the brand portfolio decisions Analyze a market and build its positioning map Analyze different brand images and identities Build firms brands architecture DECEMBER Week TOPIC the marketing mix In the classroom Outside the classroom 10 The price Define the price in marketing as opposed of economic theory Exercise in class Methods for setting prices 11 The distribution Understand the importance of In store analysis of different

6 distribution as strategic decision Discuss about different distribution channels 12 The advertising Process for communication The role of advertising 13 The promotion Definition of promotions Types and evaluation formats Exercises to judge advertising Bring the most hated and preferred spots to class Bring examples to class Evaluate objectives and mechanics JANUARY Week TOPIC In the classroom Outside the classroom 14 The Media plan Understand how to build and evaluate a media plan Search and discuss about media strategy of a brand Explain basic concepts 15 Digital marketing Concepts about digital marketing and social media 16 Wrap up Discuss about learnings and wrap up Build your own campaign

7 RESOURCES BASIC BIBLIOGRAPHY LAMB, C. et al. (2012). Mktg. Ed.Cengage Learning. KOTLER, P. ; AMSTRONG,G. (2011) Principles of marketing. Ed. Pearson- Prentice Hall. KOTLER, P. ; KELLER, K. (2011) Marketing management. Ed. Pearson- Prentice Hall. FURTHER READING ASSAEL, H. (2004) Consumer behavior : a strategic approach Ed. Houghton Mifflin LINDSTROM, M. (2009) Buyology. Ed. Random House Business Books. ARIELY, D. (2008) Predictably Irrational. Ed Harper Colins HOXIE, M. (2011) 90 days to success marketing and advertising your small business [Recurso electrónico] Course Technology, SZETELA, D.; KERSCHBAUM, J. (2010). Pay-per-click search engine marketing [Recurso electrónico] Ed. Wiley, SOLOMON, M.: BARNOSSY, G. (2006) Consumer behaviour : A European Perspective. Ed. Prentice-Hall/Financial Times. OTHER RESOURCES UCM library on line. There you will have access through the electronic resources to world leading academic and business publications