Decisiones de Marketing (19BBA20002)

General information

Type:	OB	Curs:	3	Period:	S semester
ECTS Credits:	4 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Sec: A	Carlo Gallucci Calabrese	Marketing	CAT
Sec: A	Carles Torrecilla Gumbau	Marketing	CAT
Sec: A	Gerard Costa Guix	Marketing	CAT

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

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

Having passed Marketing Management I

Workload distribution:
Lectures: 20 hours
Simulation: 10 hours
Independent study: 70 hours

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).

1. Students will learn to take marketing decisions based on the risk-profitability binomial.
2. 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.
3. They will learn to create their own analysis and decision-making tools on the basis of aims and premises.

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

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 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 lifecycle versus product Solution lifecycle versus product 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.

6. '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 analyses. 1 lecture session

7. 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

ASSESSMENT BREAKDOWN

Short bibliography and basic material:

The course is accompanied with its own course noteswritten by the faculty.
Summary videos of the sessions will also be made available.
The material will be provided via the Moodle platform. The subject also includes a complete e-learning module.
Faculty will also recommend complementary follow-up reading after the course is finished.

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

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

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