The Marketing Manager (2215.YR.009753.1)

Datos generales

Tipo:	OPT	Curso:	3,4	Periodo:	S semestre
Créditos ECTS:	4 ECTS

Profesorado:

Grupo	Profesor	Departamento	Idioma
Year 3	Lluís Ferran Blanch Colino	Marketing	ENG

Grupo	Profesor	Departamento	Idioma
Year 4	Lluís Ferran Blanch Colino	Marketing	ENG

Successful completion of core marketing courses.

Know the concepts of marketing, master the marketing process and be able to develop a competitive marketing plan.

# SESSION

1 Ferran Blanch. Intro.
2 Ferran Blanch. Marketing Framework II. This is what marketers do for living
3 Guest Marketing Manager 1. Case.
4 Guest Marketing Manager 2. Case.
5 Guest Marketing Manager 3. Case.
6 Guest Marketing Manager 4. Case.
7 Ferran Blanch. In-Store activity.
8 Guest Marketing Manager 5. Case.
9 Guest Marketing Manager 6. Case.
10 Ferran Blanch. Final Report & Presentation.

The purpose of this course is to introduce advanced undergraduate students to the marketing competences and skills needed for the real "Marketing in action". Students will get immerse in practical training to develop marketing skills. This is a finishing subject to polish, prepare and be ready the day after the course "to be a value" in a Marketing Department.

Marketing is competitive and challenging, but a career in marketing (as glamorous as it appears to be) can be extremely competitive and challenging.

- Getting into the industry. Unless you are looking at entry level or junior positions, you may find it extremely difficult to move into FMCG marketing mid-career.
- Market trends and opportunities. There is always a demand for good FMCG brand managers, not just within the FMCG industry: managers are also extremely popular in other related consumer industries such as retail, luxury, mobile telecommunications, consumer electronics and consumer banking.
- The truth about FMCG marketing. As a marketing manager, you will have to get your hands dirty and work long hours juggling multiple deadlines. Key responsibilities include a broad spectrum of job functions, from brand strategy planning, advertising and promotions to market research and product development.
- What employers are looking for? Successful professionals often possess a creative mind and strong business acumen, have a degree in business management or marketing. Employers also look for professionals with organizational skills and a meticulous nature - prized qualities within the FMCG sector since brand managers often have to manage multiple projects or product lines.

The objective is to let students apply the marketing knowledge they acquired during the degree, considering the strategic and integrated customer management. The other aim is to help students to identify the most important change factors when managing markets and, therefore, to learn how to react, starting from formal concepts and models, to the challenges of dynamic environments.

In short:
1-Career Planning
2-Analytics and tools
3-Interpersonal transaction
4-Project Management
6-Marketing partners and agencies.
7-Strategic thinking and decision making
Persuasión and Influence. Selling Skills
9-The New Marketer

1. Knowledge about the industry of FMCGs FMCGs are typically high-volume, low-value items with high public visibility and short life span, such as food, drink, confectionery, toiletries, and household goods.

2. Market trends and opportunities. There is always a demand for good FMCG brand managers, not just within the FMCG industry: managers are also extremely popular in other related consumer industries such as retail, luxury, mobile telecommunications, consumer electronics and consumer banking.

3. The truth about FMCG marketing The FMCG market is very competitive and marketing plays a key role in business success.

. What employers are looking for? Successful professionals often possess a creative mind and strong business acumen, have a degree in business management or marketing.

To achieve the objectives of the course, we use a methodology based on the learning by doing approach: active participation, lecturers, exercises and case discussion.
- Lectures: Faculty will combine theoretical explanations with practical applications, involving guest executives to take part in some of the sessions. Before each lecture class, students must carry out the required readings (case studies, articles and/or recommended bibliography) as indicated in the syllabus. These sessions are devoted to presentation and discussion of frameworks, cases, best practices and concepts/theories that are useful for marketing practice. In general, these lectures are strongly linked to the main topics to be developed in groups.
- Participatory sessions: Before participatory sessions, groups should carry out the programmed activities and turn in written reports when specified. In some sessions groups, will provide preliminary presentations of their projects, in others, there may be some individual quizzes.
- Course website: A learning area will be available in the Intranet. There, you would find instructions for the sessions, communications, bibliography, etc. Please look at it a couple of times a week. Slides of the sessions will also be posted here, always AFTER the class.
- Guest executives with the aim of furthering students' knowledge of very concrete marketing areas, the course is centered on the participation of guest executives specialized in different fields within the industry. The aim is to illustrate the practical application of marketing principles in their different facets.
- Project Team: The Marketing Project represents the implementation stage of the learning process through a conceptual but real scenario. Their ultimate aim is to help students deepen in the main topics in line with the course structure. Students will work in teams and will develop a research project on the assigned topic, including a research proposal, desk research, fieldwork, results analysis, and a final word document covering the project.

This is a discussion course, so we encourage your active participation. Sharing your experience with the group will enrich all the participants and make the sessions more dynamic. We will be available for group or individual tutorials during the course. If needed, feel free to contact us by email to schedule an appointment.

Actividades de evaluación

This course does not have a specific bibliography because we want it to be very experiential. However, all the recommended bibliography in the core marketing courses offer a conceptual complement to the course.

Grupo	Profesor	Departamento
Year 3	Lluís Ferran Blanch Colino	Marketing

Grupo	Profesor	Departamento
Year 4	Lluís Ferran Blanch Colino	Marketing