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Fundamentos de Marketing (18BBA20000)

General information

Type:

OB

Curs:

2

Period:

S semester

ECTS Credits:

5 ECTS

Teaching Staff:

Group Teacher Department Language
Sec: A Mònica Casabayó Bonás Marketing CAT

Group Teacher Department Language
Sec: B María Galli Marketing ESP

Group Teacher Department Language
Sec: C Mònica Casabayó Bonás Marketing CAT

Workload distribution

Workload distribution:
Lectures: 36 hours
Participatory sessions: 9 hours

Each ECTS credit represents 25 hours of independent study for students. These 25 hours include lecture sessions and the amount of work students have to do outside of class.

COURSE CONTRIBUTION TO PROGRAM

The course introduces students to the fundamenal Marketing concepts and the methodologies and knowledge they need, representing a solid base upon which to make appropriate decisions.

We have designed this course for students to be able to experience situations which not only serve to assimilate knowledge but to also develop their social and personal skills.

The Introduction to Marketing course thus helps students to primarily develop the following personal traits: creativity and innovation as well as professional social responsibility.

Course Learning Objectives

Upon successfully completing this course, students will have:

- Acquired a global view of the Marketing function and its application to the diversity of activities, companies and organisations that comprise markets;
- Become familiar with the basic concepts and decision-making techniques in the marketing field.
- Be capable of relating the concepts they've assimilated with a practical marketing approach, just as occurs in firms.
- Gained in experience and proactivity, undertaking a Marketing project
- Be prepared to successfully complete next academic year's marketing classes which have a more strategic component


CONTENT

1. UNDERSTANDING

Block objectives: after completing this block, students should:
-Have a global vision of this course within the framework of the programme
-Have a historical perspective on the evolution of Sales/Marketing in firms over time
-Understand the importance of having people as the centre of attention and not products/services
-Understand that markets are people
-Be able to identify and manage diversity
-Understand the role subjectivity plays in consumer perceptions.
Content:
-Business orientations
-Supply and demand view
-Strategic and operational marketing concepts
-The 3 Cs framework
-Consumer studies.

2. CREATING

Block objectives: after completing this block, students should:
-Understand segmentation
-Be able to segment (at the Marketing level, not statistically)
-Be familiar with segmentation and targeting strategies
-Differentiate between capture strategies and client retention
-Understand the positioning strategy concept
-Be capable of defining a position statement.
Content:
-Segmentation concept
-Segmentation variables
-Targeting concept
-Positioning concept
-Dimensions/attributes.

3. EXECUTING

Block objectives: after completing this block, students should:
-Be able to define a competitive proposal for the market
-Be familiar with and know how to manage the different variables that affect Marketing Management
-Define a coherent Marketing mix proposal for a specific case (product/service category).
Content:
-Product/service concepts and strategies
-Pricing concept and strategies
-Communication concepts and strategies
-Commercialisation and sales concepts and strategies.

4. CLOSURE

Block objectives: after completing this block, students should:
-Understand the role Marketing plays in the organisation as a whole
-Have a holistic view of the elements involved in Marketing plans.
Content:
-Organisational structures and functions
-Marketing plan structure.

Methodology

In-class activities:

Lectures: faculty combine the discussion of theoretical issues with their practical application, inviting guest executives to some of the sessions. Students are required to complete the assigned readings (case studies, articles, and/or recommended bibliography) before these sessions.

Project Team Time: The Marketing Project represents the implementation stage of the learning process through a conceptual but real scenario. Their ultimate aim is to familiarize students with the decision-making process in line with the course structure.
Students will work in teams and will develop a market research proposal, research, analysis and final proposal

Participatory sessions: Students will be divided into work groups in the first session. Faculty will also explain the final project and general norms governing the latter. Before participatory sessions, groups will have to carry out the programmed activities and turn in written reports when specified. In some sessions groups will provide preliminary presentations of their projects.

Guest executives With the aim of furthering students' knowledge of very concrete marketing areas, the Programme may include participation by guest executives specialized in different fields within the industry. The aim is to illustrate the practical application of marketing principles in their different facets

Course website: the website on the Moodle platform includes material to complement the in-class sessions. Participation can be in-class or via Moodle.

Assessment criteria

Assessment details:

Class participation: faculty will evaluate students on their ability to be proactive, autonomous and independent as well as on their initiative, all relevant components of class participation.

Group project: qualitative assessment of the submitted assignments that make up the course group project.

Final exam: individual assessment of the knowledge students have attained and their ability to apply it to real case studies.

Bibliography

Recommended bibliography:

Santesmasses Mestre, M. (1996): Marketing: Conceptos y Estrategias. Ediciones Pirámide.
Kotler, P. Marketing Management, 14th edition. Prentice Hall.
Lambin, Jean-Jacques et al (2012), Market-driven Management. Strategic and Operational Marketing, third edition, Palgrave Macmillan

Timetable and sections

Group Teacher Department
Sec: A Mònica Casabayó Bonás Marketing

Timetable Sec: A

Group Teacher Department
Sec: B María Galli Marketing

Timetable Sec: B

Group Teacher Department
Sec: C Mònica Casabayó Bonás Marketing

Timetable Sec: C