Dirección de Marketing I (BBA20000)

General information

Type:	OB	Curs:	2	Period:	S semester
ECTS Credits:	5 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Sec: A	Ivana Casaburi	Marketing	CAT

Group	Teacher	Department	Language
Sec: B	Jordi Molina Capella	Marketing	ESP

Group	Teacher	Department	Language
Sec: C	Jordi Molina Capella	Marketing	CAT

Workload distribution:
Lectures: 38 hours
Participatory sessions: 10 hours

Each ECTS credit represents 25 hours of independent study for students. These 25 hours include lecture sessions and the amount of work students have to do outside of class.

The Marketing Management I course introduces students to the fundamenal Marketing concepts and the methodologies and knowledge they need, representing a solid base upon which to make appropriate decisions.

We have designed this course for students to be able to experience situations which not only serve to assimilate knowledge but to also develop their social and personal skills.

The course thus helps students to primarily develop the following personal traits: creativity and innovation as well as professional social responsibility.

Upon successfully completing this course, students should:
- Have a global vision of the Marketing function and its application to the diversity of activities, companies and organisations that make up markets;
- Have assimilated the key Marketing concepts and basic strategies;
- Be able to integrate both an operative and strategic vision of Mmarketing;
- Have gained experience in designing a Marketing plan.

1. UNDERSTANDING Block objectives: after completing this block, students should: -Have a global vision of this course within the framework of the programme -Have a historical perspective on the evolution of Sales/Marketing in firms over time -Understand the importance of having people as the centre of attention and not products/services -Be able to identify and manage diversity -Understand the role subjectivity plays in consumer perceptions. Content: -Business orientations -Supply and demand view -Strategic and operational marketing concepts -The 3 Cs framework -Consumer studies.

2. CREATING Block objectives: after completing this block, students should: -Understand segmentation -Be able to segment (at the Marketing level, not statistically) -Be familiar with segmentation and targeting strategies -Differentiate between capture strategies and client retention -Understand the positioning strategy concept -Be capable of defining a positioning proposal. Content: -Segmentation concept -Segmentation variables -Targeting concept -Positioning concept -Dimensions/attributes.

3. EXECUTING Block objectives: after completing this block, students should: -Be able to define a competitive offer for the market -Be familiar with and know how to manage the different variables that affect Marketing Management -Define a coherent Marketing mix proposal for a specific case (product/service category). Content: -Product/service concepts and strategies -Pricing concept and strategies -Communication concepts and strategies -Commercialisation and sales concepts and strategies.

4. CLOSURE Block objectives: after completing this block, students should: -Understand the role Marketing plays in the organisation as a whole -Have a holistic view of the elements involved in Marketing plans. Content: -Organisational structures and functions -Marketing plan structure.

In-class activities:

Lectures: faculty combine the discussion of theoretical issues with their practical application, inviting guest executives to some of the sessions. Students are required to complete the assigned readings (case studies, articles, and/or recommended bibliography) before these sessions.

Participatory classes: In the first class students will be divided into teams, and faculty will introduce the project and norms. Teams are required to prepare the assigned activities before the scheduled classes and, if specified, turn in their written reports. Some sessions will be dedicated to check the teams' progress on their projects.

Course website: the website on the Moodle platform includes material to complement the in-class sessions. Participation can be in-class or via Moodle.

Recommended bibliography:
Santesmasses Mestre, M. (1996): Marketing: Conceptos y Estrategias. Ediciones Pirámide.
Kotler, P. Marketing Management, 14th edition. Prentice Hall.

Group	Teacher	Department
Sec: A	Ivana Casaburi	Marketing

Group	Teacher	Department
Sec: B	Jordi Molina Capella	Marketing

Group	Teacher	Department
Sec: C	Jordi Molina Capella	Marketing