Fundamentos de Marketing (2225.YR.004255.1)

Datos generales

Tipo:	OBL	Curso:	2	Periodo:	S semestre
Créditos ECTS:	5 ECTS

Profesorado:

Grupo	Profesor	Departamento	Idioma
Year 2	Mònica Casabayó Bonás	Marketing	CAT, ESP

This course has an eminently "applied? approach, because it develops students' marketing knowledge and skills by emphasizing practical, concrete applications of concepts, incorporating theoretical applications as appropriate. It is organized in three modules: "understanding,? "creating,? and "executing.? In the first module, we will examine how marketers analyze the marketing environment?how they use marketing research and information systems to study consumers and identify marketing opportunities. In the second module, we will look at the elements of a marketing strategy?segmentation, targeting, and positioning. In the third module, we will examine the "marketing mix??the set of tactical tools marketers use to implement their strategies, including product/service, pricing, distribution (place), and promotion.
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This is a 5 ECTS credits course. Each ECTS credit represents 25 hours of independent work/study by students. The total 125 hours of work/study that the course entails include the 40 lecture hours as well as 85 hours of work/study that the student is expected to do outside of class.

The course introduces students to the fundamenal Marketing concepts and the methodologies and knowledge they need, representing a solid base upon which to make appropriate decisions.

We have designed this course for students to be able to experience situations which not only serve to acquire knowledge but to also develop their social and personal skills.

The Introduction to Marketing course thus helps students to primarily develop the following personal traits: creativity and innovation as well as professional social responsibility.

- Understand the key principles of marketing, as well as marketing's relationship with the business environment;
- Know the basic models, theories, decision-making tools, and techniques typically used in marketing;
- Be capable of effectively putting these models, theories, decision-making tools, and techniques to practical use. Specifically, students should be able to gather, select, evaluate, and effectively utilize information to achieve marketing goals.
- Learn how to work effectively in a team, respecting the ideas and opinions of others, making a positive contribution towards solving selected marketing challenges.
Upon achievement of these objectives, you will be well-prepared and equipped for next academic year's marketing class, which has a more strategic focus.

1. UNDERSTANDING In this block, we will cover how to thoroughly analyze the situation underlying a problem a marketer is confronted with. Comparatively, more sessions are dedicated to this block than to the subsequent two, partly reflecting how CRUCIAL this initial step in the marketing process is. In the sessions in this block, we will look at the following topics: What is marketing? Marketing definition. The Marketing Research Process Briefing (Project-Based Learning) Marketing Research Frameworks and Tools What are the drivers of effective teamwork? What an Insight is and how to extract insights

2. CREATING In this block, we cover the fundamentals of the second pillar of the marketing process: The strategy design phase. Segmentation, Targeting and Positioning. Concepts and in Practice

3. EXECUTING In this final block, we will cover basic concepts pertaining to the third pillar of the marketing process: The (strategy) execution phase. Marketing strategies are typically materialised through the ¿marketing mix,¿ known otherwise as ¿the 4P¿s¿: Product/Service; Place (distribution), Price, and Promotion. We cover these in this block.

4. CIERRE We will finish with the project final presentation by students and Course wrap-up.

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, case discussions, presentations by industry executives, and tutorial sessions. For instance, the faculty will combine explanations of marketing theories and frameworks with their immediate practical application through in-class exercises and small case discussions, or through the involvement of guest executives specialized in different fields within the industry.
Importantly, in addition to the above-mentioned activities, this course relies heavily on the "project-based learning? methodology. At the beginning of the course, students will be posed a real marketing challenge by a real company. Throughout the course, you will have to work, in teams, on addressing this challenge. (More detail on section 5 below.)

IMPORTANTE: Aunque todos los materiales de la asignatura están escritos en inglés, el idioma vehicular en el aula entre profesora y alumnado será el catalán o castellano, dependiendo de la sección.

Recommended

Santesmasses Mestre, M. (1996): Marketing: Conceptos y Estrategias. Ediciones Pirámide.
Kotler, P. Marketing Management, 14.ª edición. Prentice Hall.
Lambin, Jean-Jacques et al (2012), Market-driven Management. Strategic and Operational Marketing. 3.ª edición, Palgrave Macmillan

Grupo	Profesor	Departamento
Year 2	Mònica Casabayó Bonás	Marketing