Decisions in Marketing

General information

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

Teaching Staff:

Group	Teacher	Department	Language
Year 3	Carles Torrecilla Gumbau	Marketing	CAT, ESP

Prerequisites

Having passed Introduction to Marketing.

Workload distribution

Workload distribution:
Lectures: 22.5 hours
Simulation: 10 hours
Independent study: 70 hours

COURSE CONTRIBUTION TO PROGRAM

Marketing Decisions further develops the educational content learned in Introduction to Marketing. 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, Introduction to Marketing teaches how each piece can move, while Marketing Decisions teaches students the most typical moves (checkmate, openings, etc.).

Course Learning Objectives

1. Students will learn to make marketing decisions based on the risk-profitability binomial.
2. They will learn which strategy is, in principle, the most appropriate for any given time, and also be able to know when they are not applying it.
3. They will learn to create their own analysis and decision-making tools on the basis of aims and premises.
4. They will develop a global mindset and perspective.
5. They will further their teamwork and communication skills as well as their ability to persuade others.
6. They will expand their critical and analytical-thinking skills.

CONTENT

1. The risk-profitability binomial Decision-making using this paradigm and the problems that arise when not applied. Structuring a marketing plan under this framework.
2. Budget items Studying this concept is fundamental while bearing in mind the unique traits of each market: B2B, B2C, etc.
3. Defining the reference market How to define the market from a strategic marketing point of view and not just solely based on sales.
4. Solution lifecycle versus product lifecycle Solution lifecycle versus product lifecycle. Phases, determining factors, objectives of each phase and ever-changing strategies.
5. Competitive analysis Internal and external competitive analysis.
6. The 'Cliduct' client-product balance Analysing the current validity of the standard portfolio tools: BCG and GE / McKinsey. What should a tool we can design ourselves include?
7. Dynamic market analysis Problems with SWOT analyses. Finding the objectives and advantages needed for a new diagnostic tool.

1. The risk-profitability binomial

Decision-making using this paradigm and the problems that arise when not applied. Structuring a marketing plan under this framework.

2. Budget items

Studying this concept is fundamental while bearing in mind the unique traits of each market: B2B, B2C, etc.

3. Defining the reference market

How to define the market from a strategic marketing point of view and not just solely based on sales.

4. Solution lifecycle versus product lifecycle

Solution lifecycle versus product lifecycle. Phases, determining factors, objectives of each phase and ever-changing strategies.

5. Competitive analysis

Internal and external competitive analysis.

6. The 'Cliduct' client-product balance

Analysing the current validity of the standard portfolio tools: BCG and GE / McKinsey. What should a tool we can design ourselves include?

7. Dynamic market analysis

Problems with SWOT analyses. Finding the objectives and advantages needed for a new diagnostic tool.

Relation between Activities and Contents

	1	2	3	4	5	6	7
Class participation
Weekly case study preparation
Simulation: groups and peer evaluations
Individual final exam
E-learning activities

Methodology

In keeping with the flipped-class and student-first methodologies, students have to prepare the session content before attending, completing the dedicated exercises in the e-learning platform. Full-class sessions will thus serve to resolve questions and doubts, provide classic and contemporary examples and further develop the marketing competencies needed for each subject block. Groups of students will also carry out a computer simulation mid-course which consists of them competing to apply the concepts learned.

ASSESSMENT

ASSESSMENT BREAKDOWN

Description	%
Class participation	15
Weekly case study preparation	20
Simulation: groups and peer evaluations	25
Individual final exam	25
E-learning activities	15

Assessment criteria

Students must:
Satisfactorily complete the e-learning platform exercises prior to each session.
Submit all weekly assignments.
Actively participate in the in-class sessions.
Deliver the simulation project decisions on time.
Pass the final exam with a minimum mark of 5 (out of 10).

Bibliography

Short bibliography and basic material:
Faculty will provide all the material students need via the Moodle platform. This subject also includes a complete e-learning module.

Faculty will also recommend complementary follow-up reading after the course is finished.

Timetable and sections

Group	Teacher	Department
Year 3	Carles Torrecilla Gumbau	Marketing

Timetable Year 3

From 2022/9/6 to 2022/9/20:
Each Tuesday from 8:00 to 9:15.
Each Tuesday from 9:15 to 10:30. (Except: 2022/9/6)
Each Tuesday from 9:15 to 10:00. (Except: 2022/9/13 and 2022/9/20)
Each Tuesday from 10:00 to 10:30. (Except: 2022/9/13 and 2022/9/20)

From 2022/10/4 to 2022/10/11:
Each Tuesday from 8:00 to 9:15.
Each Tuesday from 9:15 to 10:30.
Each Thursday from 12:00 to 13:15.
Each Thursday from 10:45 to 12:00.

From 2022/10/27 to 2022/12/1:
Each Thursday from 10:45 to 13:15. (Except: 2022/11/10, 2022/11/17 and 2022/11/24)
Each Tuesday from 8:00 to 9:15. (Except: 2022/11/1)
Each Tuesday from 9:15 to 10:30. (Except: 2022/11/1)

Wednesday2022/12/14:
From 13:45 to 16:00.
From 13:45 to 16:30.

Decisions in Marketing (2225.YR.002048.1)