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CI: Fast Track Career en Mercados de Consumo (BBA20003)

General information

Type:

OP

Curs:

3

Period:

S semester

ECTS Credits:

2 ECTS

Teaching Staff:

Group Teacher Department Language
Ed: 1 Gerard Costa Guix Marketing ESP

Group Teacher Department Language
Ed: 2 Gerard Costa Guix Marketing ESP

Previous Knowledge

Students need to have successfully passed the Marketing Management I and Marketing Management II courses (core Marketing subjects).

Workload distribution

Workload distribution:
Lectures: 20 hours
Independent study: 25 hours

COURSE CONTRIBUTION TO PROGRAM

Here are a few comments from students in the last two editions to better understand the course's contribution to the BBA programme:
"Courses like this one make it worthwhile to study at ESADE."
"The best course I've taken. I loved it!"
"The course was great, and I recommend it 100% to all those who want to do Marketing."
"Thanks again for the great learning experience with your course."
"It was a pleasure to take your class. I thought it was really interesting and helped me to resolve my doubts about my professional future."
"I thought it was one of the most interesting courses in the programme."
"I think that it is not only the most useful course in the entire programme, but that in 5 classes it has also helped me to decide what I really want to do, where I want to go and what I have to do to get there."
"This optional course has helped me to see what my professional opportunities are and what I have to do to get a fast-track career."
"It was one of the most useful courses I've taken as part of the programme."
"I thought it was very interesting and even more so now that we're finishing the degree and have to decide where to focus our careers."

Course Learning Objectives

The aim of this course is to:
-Further explore one of the typical career paths in Marketing: Fast Moving Consumer Goods (FMCG) and how multinationals carry out their marketing activities based on their clients and distribution or marketing channels
-Summarise a personal strategy to begin a fast-track career in Marketing and Sales based on students' BBA degrees
-Distinguish the different types of value that Marketing can create for consumers, epecially in consumer markets and adding to the shopper marketing concepts.

Competences

11. Quality orientation and achievement
4. Conveying information and/or knowledge
3. Taking decisions / making judgments
18. Teamwork and collaboration

Relation between Activities and Competences

11 4 3 18
Case studies with teamwork        
Class participation and individual assesssment        

CONTENT

1. Explore how consumer firms use Marketing to achieve competitive advantage

We will use case studies to analyse how companies have changed the way they compete via Marketing, companies seen as "Marketing Schools" by other industries.

2. Application of the skills young professionals in Consumer Markets are expected to have

We will review all the unique traits of Consumer Marketing disciplines, such as Trade Marketing, and will use the general types of exercises companies carry out with new recruits upon their joining the firms.

3. Primary career trends in Consumer Markets: How to currently develop a Fast-Track Career in Marketing

We will use case studies and guest executive presentations to explore what and how companies value amongst job candidates in terms of Marketing, Trade Marketing and Sales.

Relation between Activities and Contents

1 2 3
Case studies with teamwork      
Class participation and individual assesssment      

Methodology


The methodology for this course is based on a mix of activities to provide students with a real glimpse of a professional career in the consumer marketing field and guest executives to help students to evaluate their skills and ability to reason:
- Lectures by the lead faculty member
- Daily case studies with time to prepare a proposal and discuss it in class.

ASSESSMENT

ASSESSMENT BREAKDOWN

Description %
Case studies with teamwork 65
Class participation and individual assesssment 35

Assessment criteria

Assessment in groups. Groups will carry out peer evaluations.

Bibliography

Short bibliography:

There is no basic text for this course as the latter is primarily focused on encouraging students to reflect on their careers and experience in the consumer markets. However, faculty will provide students with readings to complete before or after the different sessions.

Timetable and sections

Group Teacher Department
Ed: 1 Gerard Costa Guix Marketing

Timetable Ed: 1

From 2018/1/8 to 2018/1/19:
Monday, Wednesday and Friday from 14:00 to 17:00.

Group Teacher Department
Ed: 2 Gerard Costa Guix Marketing

Timetable Ed: 2

From 2018/6/4 to 2018/6/15:
Monday, Wednesday and Friday from 14:00 to 17:00.

Monday 2018/7/16 from 9:00 to 11:30.