Academic Year/course:
2022/23
417 - Degree in Economics
27409 - Principles of Marketing
Syllabus Information
Academic Year:
2022/23
Subject:
27409 - Principles of Marketing
Faculty / School:
109 - Facultad de Economía y Empresa
Degree:
417 - Degree in Economics
ECTS:
6.0
Year:
1
Semester:
Second semester
Subject Type:
Basic Education
Module:
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1.1. Aims of the course
The objective of the course Principles of Marketing is to transmit to the student the importance of the marketing discipline, both for organizations and for the society in general, providing an introductory view of the most relevant aspects of this discipline. The knowledge of the markets from a marketing perspective is essential for organizations to survive in the current environment, which highlights the importance of this course.
These approaches and objectives are aligned with the Sustainable Development Goals (SDGs) of the United Nations Agenda 2030 (https://www.un.org/sustainabledevelopment/es/), so that the acquisition of the learning outcomes of the subject provides training and competence to contribute to some extent to their achievement. Specifically,
Goal 4. Quality Education: Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.
- Target 4.4: substantially increase the number of youth and adults who have relevant skills, including technical and vocational skills, for employment, decent jobs and entrepreneurship.
- Target 4.7: ensure that all learners acquire the knowledge and skills needed to promote sustainable development, including, among others, through education for sustainable development and sustainable lifestyles, human rights, gender equality, promotion of a culture of peace and non-violence, global citizenship and appreciation of cultural diversity and of culture’s contribution to sustainable development.
1.2. Context and importance of this course in the degree
The course Principles of Marketing is integrated within the Business Module, as it aims to provide students with basic training about the importance of marketing in companies and organizations. It is taught in the second semester of the Degree in Economics.
Nowadays, organizations are facing important changes in their environment and in their market, so it is necessary to implement the appropriate marketing strategies to survive in the long term. The economic crisis, the globalization of markets, the development of information technologies, etc., are causing, among other things, important changes in consumer behavior. This makes it vital for companies to be aware of the elements that shape their environment - the changes that are taking place and how they affect the exchange relationship - and to analyze the market in which they operate and how it can be classified and analyzed.
1.3. Recommendations to take this course
There are no prerequisites for taking this course. To make the most of it, students are strongly recommended to attend and to actively participate in the classes.
2.1. Competences
The student who passes the course will be able to:
CE4. Understand the contexts in which he/she works (economy, sector, market and company).
CE8. Provide rationality to the analysis and description of the economic reality.
CE10. Issue advisory reports on economic sectors.
CE12. Integrate in the management of companies and public administrations.
CE16. Draw relevant economic insights from data.
Transversal competencies
CG1. Ability to analyze and synthesize.
CG2. Problem-solving capability.
CG7. Communication skills, both oral and written, stressing their ability to reason.
CG8. Ability to work in groups.
CG15. Ability to put theoretical concepts into practice.
2.2. Learning goals
The student, in order to pass this subject, must demonstrate the following results...
1. Understand and explain the concept of marketing, its scope, functions and importance within organizations.
2. Identify, differentiate and assess strategic marketing orientations, as well as new trends in marketing.
3. Analyze the marketing environment and identify the aspects that influence the business environment by applying them to actual cases as worked on in the sessions.
4. Solve problems and exercises on market segmentation.
5. Draw business conclusions from real situations identifying those related to marketing.
6. Solve specific cases in which the main aspects of the matter covered in the course will be applied and communicate the main results and conclusions obtained to classmates in a critical, connected and clear way.
2.3. Importance of learning goals
Nowadays, marketing is applied in a wide range of organizations and is part of the daily life of society in general. Therefore, having a basic knowledge of it can help future graduates in their incorporation into the labor market. In addition, the practical perspective of the course allows the student to develop creativity and communication skills that are fundamental for any graduate.
3. Assessment (1st and 2nd call)
3.1. Assessment tasks (description of tasks, marking system and assessment criteria)
The assessment of the subject for the TWO official calls will be based on a GLOBAL evaluation system.
The evaluation of the subject will be carried out in TWO official calls through a GLOBAL evaluation system on the dates set by the center. The evaluation system of each call will consist of three parts:
PART I: Final test which will be scheduled according to the official calendar set by the center. The test will consist of theoretical and a mix of theory and practice questions based on the contents addressed in the syllabus of the subject. The test will include short questions and/or test. This activity represents 60% of the final mark (6 points).
PART II: This part will include any of the practical exercises carried out in the practical classes of the course and can be: numerical exercises, theoretical-practical exercises or questions related to readings, news or any other activity carried out in class. This part represents 30% of the mark (3 points).
PART III: Development and participation in a Wiki. This activity represents 10% of the mark (1 point) and the student decides if he/she wants to do it during the semester or submit it on the official date established by the center. Those students who decide to do it during the semester will develop this activity in group. This activity will consist of two parts. On the one hand, search for information and questions related to the subject of the course on a real marketing case (news found in general and non-specific marketing press). On the other hand, comments and answers to the questions posed by the rest of the classmates in the wiki. Each group must propose at least one case, which will be uploaded to the wiki of each class and subsequently discussed by the group in class or, if necessary, through the online platform indicated. In addition, during the semester, the group must make comments and answer questions on the cases proposed by the other groups in at least 90% of the proposed cases. The reasoning, the contribution of ideas and arguments provided in the answer given in each case will be valued. On the other hand, those students who have not done this activity or wish to improve their marks must submit it on the official date established by the center, doing this activity individually. They will have to deliver 5 cases/news, different from those seen in the course in any of the groups, so they cannot select those that have been used during the semester. They must search for real cases (news found in the general press and not specific to marketing) and pose questions related to the subject of the course and their corresponding answers. The correct selection of the news and the question posed will be valued, as well as the correctness of the answer, the reasoning, the ideas and arguments provided and the clarity of the presentation. These cases must correspond to those that took place in March, April and May of the current academic year.
Demand criteria
To pass the course the sum of the marks of all the activities must be equal or higher than 5. It is mandatory to obtain a minimum of 2 points in PART 1 so that the marks of the rest of the PARTS II and III are added. Those students who do not reach this minimum in PART I will obtain the grade of failure.
The acquisition of knowledge and the learning of key concepts of the subject will be evaluated as well as the capacity of reasoning, argumentation and the contribution of ideas, conclusions or solutions of the proposed exercises or cases.
For the SECOND CALL, the GLOBAL evaluation system will be maintained. The evaluation systems will be the same as in the first call. Those students who had taken Part III in the first call, in group or individually, will be able to keep the mark obtained in that part in the second call. To do so, they must send a request to the responsible teacher noting that they want to keep the mark of this part. In the request, they must indicate their SURNAME, NAME and ID and signed it manually or with a digital certificate.
It is foreseen that all these tests will be taken in person but, if necessary, they will be taken online. In the latter case, it is important to note that, in any test, the student may be recorded, and may exercise his/her rights by the procedure indicated in https://protecciondatos.unizar.es/sites/protecciondatos.unizar.es/files/users/lopd/gdocencia_reducida.pdf.
The necessary software will be used to check the originality of the activities performed. The detection of plagiarism in an activity will result in a grade of 0 points.
4. Methodology, learning tasks, syllabus and resources
4.1. Methodological overview
The program offered to the student to help him/her achieve the expected results includes the following activities....
Theoretical lectures. They will consist of the presentation of master classes by the teacher, with the main objective of transmitting the notions of the subject in a clear, synthetic and pleasant way. In order to encourage the interest and participation of the students as well as to improve their ability to retain the notions exposed, audiovisual materials will be used. Thus, advertisements are displayed in which the concepts analysed in the course are highlighted. In addition, numerous current examples of marketing strategies developed by companies are shown and commented upon. These materials are intended to exemplify the theory explained with the reality of organizations, thus emphasizing the practical usefulness of the knowledge transmitted. It is expected that the master class will be participatory, and that doubts will be resolved and, sometimes, debates will be established.
In order to speed up the classes, part of the material will be previously provided to the students through the Moodle platform. It is important to emphasize that this theoretical material is a SCHEME of the main contents of the subject, being necessary to complete and expand it with what has been analyzed in the different sessions.
Practical classes. In which it is necessary the participation and the work of the student to solve problems, practical cases, discussion of current topics, commentary of readings and interactive activities. These activities can be done individually or in groups.
In addition, other interactive tools are used, such as Kahoot, to achieve the participation of all students. This allows both the student and the teacher to have a vision of the degree of understanding of the concepts seen in the theoretical part of the subject.
The teaching methodology is planned for face-to-face classes. However, if necessary for health reasons, teaching could be delivered on line or in a blended way.
4.2. Learning tasks
Theoretical-practical exercises that allow the student to relate the theoretical concepts to the activities developed by the organizations in their activity in the markets
Analysis and commentary of texts focused on strategies developed by companies
Visualization of videos focused on certain aspects of the organizations' marketing strategies as well as advertisements that exemplify aspects analyzed in theory
Resolution of mathematical exercises related to market segmentation
Oral presentation of some of the activities developed by the students with the aim of developing transversal skills
Tutorial activities and/or seminars: students may supervise the work done by the students, clarify doubts about the theoretical and practical contents of the subject and/or carry out specific practices applied to the theoretical contents.
Autonomous work: it includes activities of study of the theoretical and practical contents, resolution of the practical activities, realization of individual and/or group works, search and analysis of information, among others.
Evaluation activities.
4.3. Syllabus
TOPIC 1. Essentials of Marketing
Introduction. What is marketing?
Functions of marketing in the organization. Basic concepts.
Marketing orientations of organizations
New trends in market orientation
- Social marketing
- Relationship marketing
- Digital marketing
- Other trends
TOPIC 2.-The marketing environment
Introduction to the organization's environment
Marketing macro environment
Marketing micro environment
Monitoring the macro environment
TOPIC 3.-The market and demand
Introduction
The market concept
Demand-driven markets
Dimensions and main concepts of demand
TOPIC 4.-Market segmentation
Introduction
Market segmentation (concept, usefulness, requirements, criteria)
Target audience definition
Application of segmentation to the design of the commercial strategy.
Types of strategies (undifferentiated, differentiated, concentrated)
Use of commercial instruments (segmentation by product, price, communication and distribution)
Segmentation methods
TOPIC 5.-Consumer behavior
The study of consumer behavior
External factors affecting consumer behavior
Internal factors affecting consumer behavior
Types of buying behavior
The consumer purchase decision process
4.4. Course planning and calendar
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To be notified through the course's ADD.
Classroom hours Non classroom hours
Large group Practicals Seminars, etc. ECTS tutorials Autonomous student work
30 h. 30 h. -- 15 h. 75 h.
WEEKLY SCHEDULE
Type Activity Place
1st Week Presentation of the course
2nd Week Beginning of T.1 and Introductory Practicals
3rd Week Teaching T.1 and Practical T.1
4th Week Teaching T.1 and Practical T.1
5th Week Teaching T.2 and Practical T.2
6th week Teaching Week T.2 and Practical T.2
7th week Teaching Week T.2 and Practical T.2
8th week Teaching Week T.3 and Practical T.3
9th Week Teaching T.3 and Practical T.3
10th week Teaching Week T.3 and Practical T.3
11th Week Teaching T.4 and Practical T.4
12th Week Teaching T.4 and Practical T.4
13th Week Teaching T.4 and Practical T.4
14th Week Teaching T.5 and Practical T.5
15th Week Teaching T.5 and Practical T.5
Exam Exam
Classes will begin and end on the dates established by the official University calendar. The corresponding evaluation tests will take place on the official dates established by the Center.
Through the ADD the student will be provided with the necessary materials to follow both the theoretical and practical classes. The professor will inform students about the availability in the ADD of readings, case studies, exercises, relevant news or any other material necessary for the completion of different tasks. In addition, all the information related to the adequate development of the course will be included. It is the student's obligation to know the updates that are being made in the ADD.
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