Marketing from Strategy to Action (B20877)

General information

Type:	OP	Curs:	5	Period:	S semester
ECTS Credits:	5 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Ed: 1	Francisco Gil Carmona	Marketing	ENG
Ed: 1	Lluís Ferran Blanch Colino	Marketing	ENG

Group	Teacher	Department	Language
Ed: 2	Lluís Ferran Blanch Colino	Marketing	ENG
Ed: 2	Francisco Gil Carmona	Marketing	ENG

Group	Teacher	Department	Language
Ed: 3	Lluís Ferran Blanch Colino	Marketing	ENG
Ed: 3	Francisco Gil Carmona	Marketing	ENG

Marketing is one of the most complex areas within a company, as it requires mastering a wide range of skills. Analyzing markets and planning strategies requires both knowledge of behavioral sciences and experience, as well as insights from the social momentum, and competitive vision. Marketing problems could be tackled analyzing quantitative data as well as qualitative inputs from individuals and groups. Besides the classical company-oriented decision making, marketing philosophy and tools are widely used in all areas of social activity (politics, social organizations, countries, cities, etc.). The field is becoming increasingly wide and the deep understanding of marketing concepts, frameworks and tools is key to perform better in the marketplace.

Throughout this course we will deal with both the strategic and action (operational) dimensions of marketing.

MODULE I. STRATEGIC THINKING

Session 1
Introduction to the course. Market Orientation, Market Definition.



Session 2
Reference Market, Macro Segmentation & Analysis of the attractiveness of the market and competitive analysis.


Session 3
Analysis of the portfolio of activities & Growth Strategies.



Session 4
Market Segmentation & Targeting



Session 5
Defining value proposition. Managing Brands & Positioning


Session 6
Group Project: Strategic Presentation ( class will be divided in two groups )


Session 7
Capturing and delivering value: Products and Pricing. Lecture will be at the Museu de la Xocolata from Barcelona


Session 8
Going to the market: Product and Price


Session 9
Going to the market: Distribution and defining and comunicating value proposition



Session 10
Group Project: Final Presentation.

The goal of this course is to introduce participants in the marketing discipline and guide them through the process of analysis, planning and implementation of marketing strategies and tactics.

1. To introduce participants in the marketing discipline and guide them through the process of analysis, planning and implementation of marketing strategies and tactics.

2. To understand and apply some major marketing concepts, such as market-analysis, market segmentation, positioning, brand management, product life cycle, etc.

3. To develop marketing decision-making skills. Throughout the course participants will develop abilities to analyze the marketing and business environment in which organizations operate, to determine the major opportunities and problems facing the organization, to develop a creative set of alternative marketing strategies, to select the most appropriate one, and to convert alternatives into actionable plans.

By the end of the course, students are expected to have acquired the fundamental marketing concepts and be capable of analyzing a marketing problem. They should be able to understand, discuss and define marketing strategies and tactics.

1. Lectures The course will explain from the marketing process, goes through marketing Strategies & ends wirh the marketing activities

2. Cases Some business cases will helps students to understand individually marketing concepts in business situations, take decisions as a group, deliver a paper with the group conclusions and generate a discussion in class.

3. Project The project allows students to use the marketing concepts they acquire in order to define a real business opportunity in the Spanish market.Along the course you should develop a project by groups. The project has been designed to provide a first-hand learning experience. Each group will assume the role of a team of marketing managers who will be responsible to develop a product that should be unique to the Spanish market (creative thinking is highly encouraged). The group project development will start from the second week of the course and will continue growing through the course until the last session.

Course format & methodological approach

To achieve the objectives of the course, the format of it would be based on case studies and a mix of lectures and class discussions.

Case Studies. Generally, part of the sessions will be devoted to the analysis and discussion of cases. The case method is one of the most effective pedagogical tools to sharpen your analytical and decision-making skills, as it requires you to be an active participant in marketing decisions. Cases intend to give you practice in assembling data, supporting and discussing decisions. Moreover, the case method provides a vehicle by which to apply theories, concepts, and frameworks that we discuss in class or which you find in the assigned readings. Finally, the discussion constitutes an opportunity to defend your position and to learn from others, by listening to their comments and criticisms. Everything on a "safe environment?, where there are low risks when mistakes are made. Classrooms are our training environments to prepare you for business challenges.

When selecting the cases, we have tried to choose cases to be both interesting and relevant for participants. We have chosen cases from different industries, geographies and typologies of companies in order to cover a wide range of business problems.

You should come to class thoroughly prepared to answer questions and to start the discussion. We expect from each participant to be prepared to share his or her individual thoughts with the class. The objective of the discussions is to examine completely all aspects of the situation and come up with solutions. In these sessions, we will act as a facilitator. You should be aware that the direction and quality of the discussion is the collective responsibility of the group, not only our responsibility as the course instructors.

A typical request that participants generally do at the end of a case discussion is: What is the correct answer? In case studies, as in the real world, there is no unique answer. The case method of learning does not provide the answer. In most case discussions, there are several viable alternatives that will be developed and supported by participants. What is important that you know is that the case method is a pedagogical tool that we use to develop your skills. We will provide "answers? on what the company did only if there is a relevant reason from a pedagogical standpoint.

Lecture/Discussion. His part of the sessions is a lecture/discussion format. These sessions are devoted to presentation and discussion of frameworks, concepts and theories that are useful for marketing practice. In general, these lectures are strongly linked to what we have discussed during case analyses.

The lecture/discussion sessions are often accompanied by assigned readings, which may be articles, book chapters or class notes. During these sessions We do not ?explain' the readings, therefore sessions do not substitute your reading or vice versa. In general, students' participation in these sessions is not as deep as in the case discussions. However, we do expect that you debate some of the ideas and contribute with your point of view. We also expect from you that you read and study the assigned material prior to class, as this accelerates the pace of the session and make discussions richer.
Guest professors or experts might also be invited to these sessions. Sometimes is good to learn from experts' experiences. Q&A sessions are a good opportunity for this.

Group Project. Along the course you should develop a project by groups. The project has been designed to provide a first hand learning experience. Each group will assume the role of a team of marketing managers who will be responsible to develop a product that should be unique to the Spanish market (creative thinking is highly encouraged). The group project development will start from the second week of the course and will continue growing through the course until last session.

What are the reading materials for this course?

- Packet of cases and readings (available through Moodle).

The following books are recommended and available at ESADE library (there's no need to buy them):

- Lambin, Jean-Jacques et al (2012), Market-driven Management. Strategic and Operational Marketing, third edition, Palgrave Macmillan.
- Kotler, Philip and Keller, Kevin L. (2005), Marketing Management, Pearsons-Prentice Hall.
- David A. Aaker (1998), Strategic Market Management, Wiley

Additionally, specific literature could be recommended for each topic if required.

Group	Teacher	Department
Ed: 1	Francisco Gil Carmona	Marketing
Ed: 1	Lluís Ferran Blanch Colino	Marketing

Group	Teacher	Department
Ed: 2	Lluís Ferran Blanch Colino	Marketing
Ed: 2	Francisco Gil Carmona	Marketing

Group	Teacher	Department
Ed: 3	Lluís Ferran Blanch Colino	Marketing
Ed: 3	Francisco Gil Carmona	Marketing