Syllabus Information

5.1. Methodological overview

The learning process of the subject is based on the combination of interactive lectures, cooperative learning activities, problems and practical cases solving, the use of specific computer programs and the discussion and critical thinking of readings and cases.

5.2. Learning tasks

During the course the student will take part in the following activities:

- Lectures. Teacher will expose the main aspects and content of the course using audiovisual material. That material will help student to understand the concepts and their practical implications. The lectures are prepared to be interactive with a high participation of the students.

- Problems and practical cases solving, project elaboration and presentation, discussion of news and readings. These activities could be made during the class or out of the timetable and they could be made in group or individually.

- Use of specific computer program for the customer relationship management and for the management of information about the visitors of the firm webpage.- Individual work that includes the study of the content of the course, the elaboration of projects, information searching and analysis..

-Assessment activities.

The subject consists of 24 h of theoretical classes, 36 h of practical lectures and 90h of students' work such as tutorials, examns, etc.

5.3. Syllabus

Chapter 1.- Analysis of the firm’s marketing environment and the Marketing Information System

• 1.1. Introduction
• 1.2. Marketing environment
  • Macroenvironment
  • Microenvironment
• 1.3. Marketing Information System (MIS)
• Value of the information
• Elements of MIS
• MIS and TICs
• Exercises and practice

­        Chapter 2.- Relational marketing

• Introduction
• Marketing relational tools
• Customer Lifetime value (CLV)
• Exercises and practice

­        Chapter 3.- Web Analytics

• Introduction
• Objetives
• Advantages
• Process for its implementation
• Metrics
  • Exercises and practice

­        Chapter 4.- Design and implementation of a MIS for relational markting strategies

• Definition of CRM
• Advantages
• Process and computer programs for implementing CRM
• Exercises and practice

5.4. Course planning and calendar

Students will be informed of the plannification of the lectures and practical sessions  at the beginning of the semester and through the Moodle platform . An overview of the plannification of the course is shown in the following table:

5.5. Bibliography and recommended resources

[BB: Bibliografía básica / BC: Bibliografía complementaria]

• [BB] Garmendia Aguirre, Fermín.. El nuevo Sistema de Información de Marketing (SIMK) : una nueva generación de marketing que trabaja en equipo y por procesos / Fermín Garmendia A., John R. Serna P. . Pozuelo de Alarcón (Madrid) : ESIC, 2007.
• [BB] Kotler, Philip. Marketing 3.0 / Philip Kotler, Hermawan Kartajaya, Iwan Setiawan ; [traducción Ana Lafuente y María de Ancos]. - 3ª ed. Madrid [etc.] : LID, 2013
• [BB] Maldonado, Sergio. Analítica web: medir para triunfar : cómo definir una estrategia digital basada en datos / Sergio Maldonado . - 2ª ed Pozuelo de Alarcón, Madrid : ESIC Editorial, 2012
• [BC] Estrade Nieto, José María.. Marketing digital : marketing móvil, SEO y analítica web / José María Estrade Nieto, David Jordán Soro, M Ángeles Hernández Dauder. Madrid : Anaya Multimedia, 2013.