Decisions in Marketing (2215.YR.002048.1)
General information
Type: |
OBL |
Curs: |
3 |
Period: |
S semester |
ECTS Credits: |
4 ECTS |
Teaching Staff:
| Group |
Teacher |
Department |
Language |
| Year 3 |
Carles Torrecilla Gumbau |
Marketing |
CAT, ESP |
Prerequisites
Having passed Introduction to Marketing
Workload distribution
Workload distribution:
Lectures: 20 hours
Simulation: 10 hours
Independent study: 70 hours
COURSE CONTRIBUTION TO PROGRAM
Marketing Decisions further develops the educational content learned in Introduction to Marketing. Having mastered the basic marketing tools and concepts in the first course, students will now go on to learn marketing strategies. To illustrate this in terms of chess, Introduction to Marketing teaches how each piece can move, while Marketing Decisions teaches students the most typical moves (checkmate, openings, etc.).
Course Learning Objectives
1. Students will learn to make marketing decisions based on the risk-profitability binomial.
2. They will learn which strategy is, in principle, the most appropriate for any given time and also be able to know when they are not applying it.
3. They will learn to create their own analysis and decision-making tools on the basis of aims and premises.
CONTENT
1. The risk-profitability binomial The risk-profitability binomial
Methodology -
Interactive practical case study in phases.
1 lecture session |
2. Budget items Budget items
Methodology-
Task 1: Searching and using the INE, Sabi webpage.
Exercise searching for surprising data concerning our cultural behaviour.
Task 2: Photo and analysis of the contents of a fridge.
1 lecture session
|
3. Defining the reference market Defining the reference market
Methodology-
Reading class notes given out beforehand + lecture session.
Exercises concerning definitions of a list of markets.
1 lecture session
|
4. Solution versus product lifecycle Solution versus product lifecycle.
Phases, determining factors, objectives of each phase and changing strategies.
Methodology -
Exercise: "Explaining what a business is to a child".
Independent assignment: Presenting the last unavoidable argument you had and analyse the reasons for it abstractly.
5 lecture sessions
|
5. Competitive analysis Internal and external competitive analysis. |
6. 'Cliduct' client-product balance 'Cliducts'
Methodology-
Task 1: Analysing the current validity of the usual portfolio tools: BCG and GE / McKinsey.
Task 2: Developing your own portfolio analysis tool.
1 lecture session
|
7. Dynamic market analysis Dynamic market analysis
Methodology -
Task: Problems with SWOT analysis
Exercise: Finding the objectives and advantages needed for a new diagnostic tool.
1 lecture session
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Relation between Activities and Contents
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7 |
| Class participation |
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| Weekly case study preparation |
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| Simulation: groups and peer evaluations |
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| Individual final exam |
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| E-learning activities |
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Methodology
In keeping with the ¿flipped class¿ and ¿student-first¿ methodologies, students have to prepare the session content before attending, completing the dedicated exercises in the e-learning platform. Full-class sessions will thus serve to resolve questions and doubts, provide classic and contemporary examples and further develop the marketing competencies needed for each subject block. Groups of students will also carry out a simulation mid-course which consists of them competing to apply the concepts learned.
ASSESSMENT
ASSESSMENT BREAKDOWN
| Description |
% |
| Class participation |
15 |
| Weekly case study preparation |
20 |
| Simulation: groups and peer evaluations |
25 |
| Individual final exam |
25 |
| E-learning activities |
15 |
Assessment criteria
Students must:
Satisfactorily complete the e-learning platform exercises prior to each session.
Submit all weekly assignments.
Actively participate in the in-class sessions.
Deliver the simulation project decisions on time.
Pass the final exam with a minimum mark of 5 (out of 10).
Bibliography
Short bibliography and basic material:
The course is accompanied with its own course notes written by faculty.
Summary videos of the sessions will also be made available.
The material will be provided via the Moodle platform. The subject also includes a complete e-learning module.
Faculty will also recommend complementary follow-up reading after the course is finished.
Timetable and sections
| Group |
Teacher |
Department |
| Year 3 |
Carles Torrecilla Gumbau |
Marketing |
Timetable Year 3
From 2021/9/7 to 2021/9/17:
Each Tuesday from 8:00 to 8:45. (Except: 2021/9/14)
Each Friday from 8:00 to 9:15.
Tuesday and Friday from 9:15 to 10:30. (Except: 2021/9/7)
Each Tuesday from 9:45 to 10:30. (Except: 2021/9/14)
Each Tuesday from 8:45 to 9:45. (Except: 2021/9/14)
From 2021/9/14 to 2021/10/5:
Tuesday and Friday from 8:00 to 9:15. (Except: 2021/9/17, 2021/9/24 and 2021/9/28)
Each Tuesday from 9:15 to 10:30. (Except: 2021/9/28)
From 2021/10/1 to 2021/10/15:
Each Friday from 8:00 to 9:15. (Except: 2021/10/1)
Each Friday from 9:15 to 10:30.
From 2021/10/26 to 2021/11/16:
Each Tuesday from 8:00 to 9:15. (Except: 2021/11/2 and 2021/11/16)
Each Tuesday from 9:15 to 10:30. (Except: 2021/11/2)
Tuesday2021/11/23:
From 8:00 to 8:30.
From 8:30 to 9:30.
From 9:30 to 10:30.
Wednesday2021/12/15:
From 13:45 to 16:00.
From 13:45 to 16:30.
Wednesday2022/7/6:
From 14:15 to 16:00.
From 14:15 to 16:15.
