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Dirección de Marketing II (BBA20002)

General information

Type:

OB

Curs:

3

Period:

S semester

ECTS Credits:

4 ECTS

Teaching Staff:

Group Teacher Department Language
Sec: A Carles Torrecilla Gumbau Marketing CAT

Group Teacher Department Language
Sec: B Carles Torrecilla Gumbau Marketing ESP
Sec: B Gerard Costa Guix Marketing ESP

Group Teacher Department Language
Sec: C Gerard Costa Guix Marketing CAT
Sec: C Carles Torrecilla Gumbau Marketing CAT

Prerequisites

Having passed Marketing Management I

Workload distribution

Workload distribution:

Lectures: 25 hours
Participatory sessions: 10 hours
Independent study: 81 hours
Tutorials: 4 hours

COURSE CONTRIBUTION TO PROGRAM

Marketing Management II develops the educational content of Marketing Management I. 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, Management I teaches how each piece can move, while Marketing Management II students learn the most typical moves (Shepherd's mate, openings and so on).

Course Learning Objectives

1. Students will learn to take marketing decisions based on the risk-profitability balance.
2. They will unlearn how to take decisions on the basis of maximum profit (which implies maximum risk).
3. They will learn which strategy is, in principle, the most appropriate for any one moment and also be able to know when they are overriding it.
4. They will learn to create their own analysis and decision-making tools on the basis of aims and premises.

Competences

4. Conveying information and/or knowledge
15. Comprehension of relational networks
1. Knowledge acquisition, comprehension and structuring
2. Application of knowledge to achieve results
3. Taking decisions / making judgments

Relation between Activities and Competences

4 15 1 2 3
Participation in plenary class          
Weekly assignments          
Attendance and participation in tutorials          
Multiple-choice test          
Surprise test          
Readings, videos and class debates          
E-learning activities          

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 in 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. The lifecycle of the solution vs. the product.

The lifecycle of the solution vs. the product.
Phases, determining factors, objectives of each phase and changing strategies.
Methodology -
Exercise: "Explaining what a business is to a child"
Independent task: Presenting the last unavoidable argument you had, and explaining the reasons for it.
5 lecture sessions

5. 'Cliducts'

'Cliducts'
Methodology-
Task 1: Analysing the current validity of the usual portfolio tools: BCG and GE / McKinsey.
Task 2: Developing your own tool for portfolio analysis.
1 lecture session

6. 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

Relation between Activities and Contents

1 2 3 4 5 6
Participation in plenary class            
Weekly assignments            
Attendance and participation in tutorials            
Multiple-choice test            
Surprise test            
Readings, videos and class debates            
E-learning activities            

Methodology

ASSESSMENT

ASSESSMENT BREAKDOWN

Description %
Participation in plenary class 10
Weekly assignments 10
Attendance and participation in tutorials 10
Multiple-choice test 40
Surprise test 10
E-learning activities 20

Assessment criteria

It is essential to:
Pass the exam with a minimum grade of 5.0 for each part.
Submit ALL the weekly assignments..
Attend over 90% of the classroom-based sessions.
Satisfactorily complete the e-learning platform exercises

Bibliography


Short bibliography:

See additional bibliography.
At the end of the course, faculty will recommend a complementary post-course reading list.


Additional bibliography:

The course is accompanied with its own course notes, which have been written by the faculty.
Summary videos of the sessions will also be mad available.
The material will be provided via the Moodle platform, which from the 12/13 academic year includes a complete e-learning module.

Timetable and sections

Group Teacher Department
Sec: A Carles Torrecilla Gumbau Marketing

Horari Sec: A

From 2015/9/14 to 2015/9/16:
Each Monday from 12:30 to 14:00.
Each Monday from 11:00 to 12:30.
Each Wednesday from 11:00 to 13:00.
Each Wednesday from 13:00 to 14:00.

From 2015/9/21 to 2015/10/5:
Each Monday from 11:00 to 14:00.

From 2015/10/19 to 2015/10/26:
Each Monday from 12:30 to 14:00. (Except: 2015/10/26)
Each Monday from 11:00 to 12:30. (Except: 2015/10/26)
Each Monday from 11:00 to 14:00. (Except: 2015/10/19)

From 2015/11/2 to 2015/11/30:
Each Monday from 11:00 to 14:00. (Except: 2015/11/16)

Group Teacher Department
Sec: B Carles Torrecilla Gumbau Marketing
Sec: B Gerard Costa Guix Marketing

Horari Sec: B

From 2015/9/14 to 2015/9/16:
Each Monday from 17:00 to 18:30.
Each Monday from 18:30 to 20:00.
Each Wednesday from 14:00 to 17:00.

From 2015/9/21 to 2015/10/5:
Each Monday from 17:00 to 20:00.

From 2015/10/19 to 2015/10/26:
Each Monday from 17:00 to 18:30. (Except: 2015/10/26)
Each Monday from 11:00 to 14:00. (Except: 2015/10/19)
Each Monday from 18:30 to 20:00. (Except: 2015/10/26)

From 2015/11/2 to 2015/11/30:
Each Monday from 17:00 to 20:00. (Except: 2015/11/16)

Group Teacher Department
Sec: C Gerard Costa Guix Marketing
Sec: C Carles Torrecilla Gumbau Marketing

Horari Sec: C

From 2015/9/14 to 2015/10/19:
Monday and Wednesday from 8:00 to 11:00. (Except: 2015/9/23, 2015/9/30, 2015/10/7, 2015/10/12 and 2015/10/14)

From 2015/11/2 to 2015/11/30:
Each Monday from 8:00 to 11:00. (Except: 2015/11/16)