Contactar Esade

Dirección de Marketing III (BBA20007)

General information

Type:

OB

Curs:

4

Period:

S semester

ECTS Credits:

3 ECTS

Teaching Staff:

Group Teacher Department Language
Sec: A Michele Quintano Marketing CAT

Group Teacher Department Language
Sec: B Michele Quintano Marketing ESP

Group Teacher Department Language
Sec: C Michele Quintano Marketing CAT

Prerequisites

Successfully having passed Marketing Management I and II

Previous Knowledge

Basic Marketing and Finance

Workload distribution

Workload distribution:
Lectures: 70%
Participatory sections: 30%

Independent study and tutorials: 80 hours

COURSE CONTRIBUTION TO PROGRAM

The aim of Marketing Management III is for students to apply the knowledge acquired in Marketing courses (and in other Management courses) to design and manage marketing strategies. Also, students should be capable of identifying the primary change factors in market management as well as, based on rigorous concepts and models, providing appropriate responses to the challenges arising in the dynamic, contradictory and participatory settings which characterise this century.

Course Learning Objectives

1. Analyse market complexity.
2. Understand the organisation's own abilities and resources.
3. Define marketing strategies in times of change.
4. Decision-making in today's reality and within a diverse group.

Competences

7. Comprehension of the complexity of the local and global contexts
2. Application of knowledge to achieve results
11. Quality orientation and achievement
15. Comprehension of relational networks
18. Teamwork and collaboration
3. Taking decisions / making judgments
4. Conveying information and/or knowledge
1. Knowledge acquisition, comprehension and structuring

Relation between Activities and Competences

7 2 11 15 18 3 4 1
Class participation                
Tutorials                
Project                
Final exam                

CONTENT

1. Marketing, from strategy to implementation

2. Marketing in settings with tertiary economies and consumers connected via social media and digital environments

3. Collaboration marketing, relations and loyalty management in B2B, service and B2C settings

Relation between Activities and Contents

1 2 3
Class participation      
Tutorials      
Project      
Final exam      

Methodology

Lectures focused on market-related issues and those of the environment which imply changes for marketing management in firms; a real marketing project raised by companies and with the help of tutorials.

ASSESSMENT

ASSESSMENT BREAKDOWN

Description %
Class participation 15
Tutorials 15
Project 40
Final exam 30

Assessment criteria

The final exam includes content from all the class sessions as well as the final project presentations (all the topics). To successfully pass this course, students must pass the final exam, the two participation evaluations and the project.

Bibliography

Each topic will have different assigned readings which will be posted on Moodle before each class session. Students must read these before each class. Upon completing each topic, new complementary readings will be posted for students to further explore the subject area. These complementary readings are generally voluntary.

Timetable and sections

Group Teacher Department
Sec: A Michele Quintano Marketing

Horari Sec: A

From 2016/2/8 to 2016/2/15:
Each Monday from 9:30 to 11:00.
Each Monday from 8:00 to 9:30.

From 2016/2/22 to 2016/2/29:
Each Monday from 10:00 to 11:00.
Each Monday from 8:00 to 10:00.

From 2016/4/4 to 2016/4/11:
Each Monday from 8:00 to 9:00. (Except: 2016/4/4)
Each Monday from 9:00 to 11:00. (Except: 2016/4/4)
Each Monday from 10:00 to 11:00. (Except: 2016/4/11)
Each Monday from 8:00 to 10:00. (Except: 2016/4/11)

From 2016/4/18 to 2016/5/2:
Each Monday from 10:00 to 11:00. (Except: 2016/4/25 and 2016/5/2)
Each Monday from 8:00 to 10:00. (Except: 2016/4/25 and 2016/5/2)
Each Monday from 8:00 to 11:00. (Except: 2016/4/18)

Group Teacher Department
Sec: B Michele Quintano Marketing

Horari Sec: B

From 2016/2/8 to 2016/2/29:
Each Monday from 15:30 to 17:00. (Except: 2016/2/22 and 2016/2/29)
Each Monday from 16:00 to 17:00. (Except: 2016/2/8 and 2016/2/15)

From 2016/4/4 to 2016/5/2:
Each Monday from 16:00 to 17:00. (Except: 2016/4/25 and 2016/5/2)
Each Monday from 14:00 to 17:00. (Except: 2016/4/4, 2016/4/11 and 2016/4/18)

Friday 2016/5/13 from 10:00 to 12:00.

Group Teacher Department
Sec: C Michele Quintano Marketing

Horari Sec: C

From 2016/2/8 to 2016/2/15:
Each Monday from 9:30 to 11:00.
Each Monday from 8:00 to 9:30.

From 2016/2/22 to 2016/2/29:
Each Monday from 10:00 to 11:00.
Each Monday from 8:00 to 10:00.

From 2016/4/4 to 2016/4/11:
Each Monday from 8:00 to 9:00. (Except: 2016/4/4)
Each Monday from 9:00 to 11:00. (Except: 2016/4/4)
Each Monday from 10:00 to 11:00. (Except: 2016/4/11)
Each Monday from 8:00 to 10:00. (Except: 2016/4/11)

From 2016/4/18 to 2016/5/2:
Each Monday from 10:00 to 11:00. (Except: 2016/4/25 and 2016/5/2)
Each Monday from 8:00 to 10:00. (Except: 2016/4/25 and 2016/5/2)
Each Monday from 8:00 to 11:00. (Except: 2016/4/18)