Dirección de Marketing II

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
Sec: A	Gerard Costa Guix	Marketing	CAT

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

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

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

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
Class participation
Weekly assignments
Simulation: groups and peer evaluations
Individual final exam
Mid-term exam
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. 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 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

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. 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 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
Class participation
Weekly assignments
Simulation: groups and peer evaluations
Individual final exam
Mid-term exam
Readings, videos and class debates
E-learning activities

Methodology

Description	%
Class participation	20
Weekly assignments	10
Simulation: groups and peer evaluations	30
Individual final exam	30
Mid-term exam	10

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 2012-2013 academic year includes a complete e-learning module.

Timetable and sections

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

Timetable Sec: A

From 2017/9/5 to 2017/9/12:
Tuesday and Thursday from 12:30 to 14:00. (Except: 2017/9/5)
Each Tuesday from 11:00 to 11:30. (Except: 2017/9/12)
Each Thursday from 11:00 to 12:30.
Each Tuesday from 11:30 to 14:00. (Except: 2017/9/12)

From 2017/9/12 to 2017/10/5:
Each Tuesday from 12:30 to 14:00. (Except: 2017/9/12)
Tuesday and Thursday from 11:00 to 12:30. (Except: 2017/9/14)
Each Thursday from 11:00 to 14:00. (Except: 2017/9/21, 2017/9/28 and 2017/10/5)

From 2017/9/21 to 2017/10/5:
Each Thursday from 12:30 to 14:00.

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

Timetable Sec: B

From 2017/9/5 to 2017/9/12:
Tuesday and Thursday from 15:30 to 17:00. (Except: 2017/9/5)
Each Tuesday from 14:00 to 14:30. (Except: 2017/9/12)
Each Tuesday from 14:30 to 17:00. (Except: 2017/9/12)
Each Thursday from 14:00 to 15:30.

From 2017/9/12 to 2017/10/5:
Each Tuesday from 15:30 to 17:00. (Except: 2017/9/12)
Tuesday and Thursday from 14:00 to 15:30. (Except: 2017/9/14)
Each Thursday from 14:00 to 17:00. (Except: 2017/9/21, 2017/9/28 and 2017/10/5)

From 2017/9/21 to 2017/10/5:
Each Thursday from 15:30 to 17:00.

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

Timetable Sec: C

From 2017/9/5 to 2017/9/12:
Each Tuesday from 8:30 to 11:00. (Except: 2017/9/12)
Each Tuesday from 8:00 to 8:30. (Except: 2017/9/12)
Tuesday and Thursday from 9:30 to 11:00. (Except: 2017/9/5)
Each Thursday from 8:00 to 9:30.

From 2017/9/12 to 2017/10/5:
Each Tuesday from 9:30 to 11:00. (Except: 2017/9/12)
Tuesday and Thursday from 8:00 to 9:30. (Except: 2017/9/14)
Each Thursday from 8:00 to 11:00. (Except: 2017/9/21, 2017/9/28 and 2017/10/5)

From 2017/9/21 to 2017/10/5:
Each Thursday from 9:30 to 11:00.

Dirección de Marketing II (BBA20002)

General information

Type:

Curs:

Period:

ECTS Credits: