Academic Year/course:
2023/24
450 - Degree in Marketing and Market Research
27633 - Strategic Marketing
Syllabus Information
Academic year:
2023/24
Subject:
27633 - Strategic Marketing
Faculty / School:
109 - Facultad de Economía y Empresa
Degree:
450 - Degree in Marketing and Market Research
ECTS:
5.0
Year:
4
Semester:
First semester
Subject type:
Optional
Module:
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1. General information
Marketing specialization subject. In previous subjects, the focus has been on specific aspects of marketing strategy such as market research, product decisions, etc. This subject addresses all these concepts in an integrated manner, highlighting the need for marketing decisions made in the organization to be part of the overall marketing strategy of the company.
These approaches and goals are aligned with Goals 4.3 and 4.4 of the Sustainable Development Goals (SDGs) of the United Nations 2030 Agenda ( https://www.un.org/sustainabledevelopment/es/).
2. Learning results
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Know and apply the basic aspects of the organization's marketing strategy.
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Be able to identify and understand the strategies developed by companies acting as market leaders.
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Know the basic aspects of the strategy of companies that act as challengers, followers or those that develop a niche specialist strategy.
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Identify and differentiate the most relevant aspects of the organization's marketing strategy.
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Be able to develop the strategic marketing planning of an organization.
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Solve and develop individually and/or in groups, activities and works related to the contents of the subject.
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Communicate both orally and in writing the results of the activities and works performed.
3. Syllabus
Unit 1.- Introduction to strategic marketing.
Unit 2.- Marketing strategies of the market leader.
Unit 3.- Challenging business strategies.
Unit 4.- Strategies of follower companies.
Unit 5.- Niche specialist strategies.
4. Academic activities
Theoretical classes: sessions in which the professor in charge presents the contents. They will provide the necessary theoretical knowledge, accompanied by practical examples that facilitate the understanding and application of the concepts studied.
Theoretical-practical classes: commentary of case studies, videos or readings and the realization, presentation or discussion of practical exercises.
Writtenevaluation test, with theoretical questions of development and/or of theoretical-practical character, on all the contents seen in class.
In principle, the teaching methodology and its evaluation is planned to be based on face-to-face classes . However, if circumstances so require, they may be carried out online.
5. Assessment system
FIRST CALL. Students can pass the subject through two evaluation systems: continuous and continuous global.
In the Continuous Assessment system, the following activities must be carried out throughout the semester:
T1 (Test): Individual test (15% of the grade). After the presentations of the theoretical classes, a test will be given to to confirm your level of understanding of the contents covered.
T2 (Group practice): Resolution of cases or commentary of readings in groups (30% of the grade).
T3 (Example Identification Work): Practical group work consisting of the identification of examples alternative to those discussed in class (25% of the grade). They will be submitted in writing and presented in class.
T4 (Final Work): Group work tutored and focused on topics related to the subject (30% of the grade).
In order to pass the subject by the continuous system, ALL activities must be completed and a minimum grade of 5 out of 10 must be obtained.
Those students who do not take the continuous evaluation or who do not pass the minimum grade required or who wish to improve their grade must take the global written test (PE) on the official date established by the Center. This test will deal with all the contents developed in the course. To pass the subject a minimum grade of 5 out of 10must be obtained.
SECOND CALL Students can pass the subject through the global system previously described.
That is, global written test (PE) on the official date established by the Center. This test will deal with all the contents developed in the subject. To pass the subject a minimum grade of 5 points out of 10 must be obtained.