Teaching Guides Query



Academic Year: 2017/18

27349 - Marketing Management II


Teaching Plan Information

Academic Year:
2017/18
Subject:
27349 - Marketing Management II
Faculty / School:
109 - Facultad de Economía y Empresa
228 - Facultad de Empresa y Gestión Pública
301 - Facultad de Ciencias Sociales y Humanas
Degree:
448 - Degree in Business Administration and Management
454 - Degree in Business Administration and Management
458 - Degree in Business Administration and Management
ECTS:
6.0
Year:
4
Semester:
Second semester
Subject Type:
Optional
Module:
---

5.1. Methodological overview

- Theoretical and practical sessions classes.

- Search and analysis of information (computer support).

- Preparation and performance of oral presentations.

- Problem solving.

- Study of cases.

- Teamwork with other students.

5.2. Learning tasks

1. Lectures on theoretical issues on the agenda. The content will focus on the study and analysis of the purchase decision process (consumer and corporate), the identification and assessment of market segments to define the positioning of the marketing offer. Furthermore, it deppens in the organization of the marketing function in strategic planning and marketing.

2. Sessions to solve problems in the computer room and individual and / or group presentation of case studies. 

3. Supervision activities and / or seminars: supervision of the work done by the students, answers to questions about the theoretical and practical contents of the subject, and solution of specific practices applied to the theoretical content.

4. Student work: includes the learning and exam preparation of theoretical and practical content, resolution of practical activities, conducting individual and / or group activities.

5. Evaluation activities.

Theoretical classes – 30
Practical classes – 30
Tutorials, seminars, works and personal work – 90
150 hours = 6 ECTS

5.3. Syllabus

TOPIC 1: CONSUMER BEHAVIOR

TOPIC 2: BUSINESS BUYING BEHAVIOR

TOPIC 3: MARKET SEGMENTATION

TOPIC 4. DIFERENTATION AND SEGMENTATION STRATEGIES

TOPIC 5: ORGANIZATION AND MANAGEMENT OF THE MARKETING SECTION

TOPIC 6: THE MARKETING PLAN

5.4. Course planning and calendar

The timing and scheduling of the theoretical and practical sessions of the course will be communicated to students through the program at the beginning of the academic year.

The timing of the various evaluations and essay delivery will be communicated to each group through the ADD.

5.5. Bibliography and recommended resources

[BB: Bibliografía básica / BC: Bibliografía complementaria]

BB Cruz Roche, Ignacio : Fundamentos de marketing / Ignacio Cruz Roche . - [1a. ed., 1a. reimp.] Barcelona : Ariel, 1990 (1991 imp.)
BB Kotler, Philip : Dirección de marketing / Philip Kotler, Kevin Lane Keller ; traducción, Leticia Esther Pineda Ayala, Lourdes Amador Araujo ; revisión técnica, Javier Cervantes González . - 15ª ed. México : Pearson Educación, 2016
BB Kotler, Philip. Dirección de marketing / Philip Kotler ; [adaptación española por] Dionisio Cámara, Ildefonso Grande, Ignacio Cruz . - Ed. del milenio, 10a ed. Madrid : Prentice-Hall, 2000
BB Lambin, Jean-Jacques : Casos prácticos de marketing / Jean-Jacques Lambin ; traducción y adaptación técnica Nora Lado, Jaime Rivera ; revisión de la traducción Alejandro Mollá Madrid [etc.] : MacGraw-hill, D.L. 2003
BB Marketing : estrategias y aplicaciones sectoriales / Rodolfo Vázquez Casielles, Juan A. Trespalacios Gutiérrez (directores) ; [autores], Ángel Agudo San Emeterio ... [et al.] ; coordinación editorial, Ignacio A. Rodríguez-Del Bosque . - 4ª ed. Cizur Menor (Navarra) : Thomson Civitas, 2005
BB Marketing / Philip Kotler, Gary Armstrong, Dionisio Cámara Ibáñez, Ignacio Cruz Roche; traducción Clara Eugenia Rivera Rodriguez, María de Ancos Rivera . 10ª ed., [última reimp.] Madrid [etc.] : Pearson Prentice Hall, 2005
BB Sainz de Vicuña Ancín, José María : El plan de marketing en la práctica / José Mª Sainz de Vicuña Ancín . - 18ª ed. rev. y act. Madrid : ESIC, 2013
BB Santesmases Mestre, Miguel. Marketing : conceptos y estrategias / Miguel Santesmases Mestre . - 6ª ed. Madrid : Pirámide, 2012