Marketing insights: an action-oriented approach for managerial decision making (2235.YR.015197.1)
General information
Type: |
OPT |
Curs: |
3,4 |
Period: |
S semester |
ECTS Credits: |
3 ECTS |
Teaching Staff:
| Group |
Teacher |
Department |
Language |
| Year 3 |
Mònica Casabayó Bonás |
Marketing |
ENG |
| Group |
Teacher |
Department |
Language |
| Year 4 |
Mònica Casabayó Bonás |
Marketing |
ENG |
Prerequisites
The prerequisites for enrollment in the course are:
Have the fundamental knowledge of Marketing and to be passionate and curious about about the field.
Workload distribution
The pre-class activities, face to face sessions and post class work determine the workload distribution corresponding to the 3 ECTS course
Course Learning Objectives
Today's companies are facing several marketing challenges. For instance, currently, central problem facing business is not a lack of goods but a shortage of customers. Most industries can produce far more goods than the world's consumers can buy. Competitors, desperate to attract customers, lowering margins, profits..etc. Marketing is the answer to how to compete on bases other than price. Marketing's aim is to create value by offering superior solutions to their customers and delivering to the whole society a higher standard of living.
During this course, student will:
* Reflect on the main marketing challenges,
* Discuss talk about the impact of this challenges,
* learn how to extract valuable insights from customers and best business cases
and we will be given the tools, models and examples students need to get inspired when facing and solving marketing problems in their future career.
CONTENT
1. Marketing insights: an action-oriented approach for managerial decision making 1. The new context of a CMO
2. Main Marketing Insights
* Extracted from consumers and citizens
* Extracted from existing data
3.Solving main marketing challenges
4. Conclusions and takeaways for the future
|
Methodology
This course's approach is eminently applied, as explained earlier, and your active involvement throughout it will be absolutely crucial to your achievement of the learning objectives.
The different sessions of the course will involve a combination of mini-lectures, in-class exercises and case discussions.
Assessment criteria
Online Learning Platform Participation and Class Contribution: 20%
In this course, the online learning platform modules are foundational to your learning. They include various learning materials: required readings, assignments, polls, etc., that you will be required to prepare and/or submit within specified deadlines. This grade component will consider whether you prepared and/or submitted the required materials/assignments/etc. on time.
Individual and team assignments: 80%
Timetable and sections
| Group |
Teacher |
Department |
| Year 3 |
Mònica Casabayó Bonás |
Marketing |
Timetable Year 3
From 2024/2/14 to 2024/3/20:
Each Wednesday from 14:45 to 17:15.
| Group |
Teacher |
Department |
| Year 4 |
Mònica Casabayó Bonás |
Marketing |
Timetable Year 4
From 2024/2/14 to 2024/3/20:
Each Wednesday from 14:45 to 17:15.
