Marketing from Strategy to Action (107104496)

Dades generals

Tipus:	OPT	Curs:	1	Període:	S semestre
Crédits ECTS:	5 ECTS

Professorat:

Grup	Professor	Departament	Idioma
	Francisco Gil Carmona	Marketing	ENG

Grup	Professor	Departament	Idioma
Year 1	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.

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.

The specific goals of this course are:

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.

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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.

Grup	Professor	Departament
	Francisco Gil Carmona	Marketing

Grup	Professor	Departament
Year 1	Francisco Gil Carmona	Marketing