Dirección de Marketing III (BBA20007)

General information

Type:	OB	Curs:	3	Period:	S semester
ECTS Credits:	3 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Sec: A	Ana Maria Varela Otero	Marketing	CAT

Group	Teacher	Department	Language
Sec: B	Ivana Casaburi	Marketing	ESP

Group	Teacher	Department	Language
Sec: C	Ivana Casaburi	Marketing	CAT

Successfully having passed Marketing Management I and II

Basic Marketing and Finance

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

Independent study and tutorials: 80 hours

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.
Students are required to have a basic knowledge of Finance to be able to carry out the economic/financial analyses associated to the group projects.

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.
5. Encourage further knowlege of Marketing by understanding "hot topics and trends" presented by guest executives and by participating in group projects.

7. Comprehension of the complexity of the local and global contexts

11. Quality orientation and achievement

18. Teamwork and collaboration

3. Taking decisions / making judgments

1. Knowledge acquisition, comprehension and structuring

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

ASSESSMENT BREAKDOWN

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.

Group	Teacher	Department
Sec: A	Ana Maria Varela Otero	Marketing

Group	Teacher	Department
Sec: B	Ivana Casaburi	Marketing

Group	Teacher	Department
Sec: C	Ivana Casaburi	Marketing