Marketing from Strategy to Action (2235.YR.006406.1)

General information

Type:	OBL	Curs:	1	Period:	S semester
ECTS Credits:	5 ECTS

Teaching Staff:

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 the strategic dimensions of marketing.
The goal of this course is to introduce participants to Market Orientation and explain the main steps for developing a Strategic Marketing approach.
The contents of this course are general, so those students that want to continue their careers in marketing can further develop the topics that will be seen during the course, through the electives offered later in the program. Those not interested in following the marketing track, will acquire the fundamentals to understand marketing strategies and their impact on corporate decisions and on the company's performance.
BarcJune 2015

1 Be familiar with the marketing discipline and be able to analyze, plan and implement marketing strategies.

2 Understand and apply some major marketing concepts, such as market analysis, market macro segmentation, product life cycle, etc.

3 Show 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.

1. Knowledge acquisition, comprehension and structuring

3. Taking decisions / making judgments

2. Application of knowledge to achieve results

6. Strategic thinking, systemic thinking

18. Teamwork and collaboration

Cateora, P. et al (2010) International Marketing, 15th Edition, Mc-Graw Hill.

Czinkota, M.R.; Ronkainnen, I.A. (2012) International Marketing, 10th Edition, Cengage Learning.

Kotler, A.; Armstrong, G. (2011) Principles of Marketing, 14th Edition, Prentice Hall.

Doole, I.; Lowe, R. (2012) International Marketing Strategy, 6th Edition, Cengage Learning EMEA