MARKETING Credits: 6 ECTS CREDITS Year: FIRST YEAR Lecturer: Marta Tena León marta.tena@iqs.edu * OBJECTIVES The Marketing course aims for students to acquire a number of competences. There are two types of competences: the specific competences for this subject, and the generic competences. Specific competences: 1.- Students should learn the fundamental principles of marketing as a business philosophy and its function in the economy. 2.- Students will analyse the traditional four P s of marketing (Product, Pricing, Promotion, Placement) and should be able to develop a marketing mix strategy. Generic competences: There are two specific generic competences for this subject: creativity and ethical considerations. These two competences should be visible in the following contexts: 3.- Students should be able to design creative marketing mix strategies that stand out from the competition (development of creativity and innovation).
4.- Students should be able to consider the ethical aspects of their marketing decisions (ethical conduct). * PROGRAMME: PART I Marketing: general concepts 1. Concepts and principles of marketing 2. Marketing in companies 3. Determining factors of marketing 4. Buying behaviour 5. Classification of the market 6. Demand 7. Market segmentation 8. Market research PART II Market mix instruments 9. Product 10. Price 11. Promotion 12. Placement * TRAINING ACTIVITIES: The training activities for this subject are as follows: TRAINING ACTIVITIES Proportion A Lectures presenting concepts and procedures 20 % B. Practical sessions (exercises, case resolution) 20% C. Assignments 15% D. Seminars or tutorials 10% E. Personal study activities 30% F. Assessment sessions 5% * ASSESSMENT SYSTEMS:
Assessment system Percentage 1. Continuous-assessment tests (1) 50% 2. Classroom activities (exercises, discussion of practical cases, etc.) 3. Assignments and presentations. 10% 4. Projects 5. Final test 40 % Note: (1) Over the course of the semester there will be continuous-assessment tests to assess students achievement of the learning objectives for the subject in terms of specific and generic competences. These tests represent a significant part of each student s final mark. Assessment of competences: A series of continuous-assessment tests have been developed to assess the specific competences. In these tests, students must demonstrate that they fully grasp the subject and that they are able to apply the concepts to practical situations. The final test will serve to assess students progress and improvements at the end of the semester and check whether they have achieved the learning objectives. In order to demonstrate their acquisition of the generic competences, students must participate in various activities to develop their creativity and awareness of ethical issues in making marketing decisions. The final assignment for this course is very important since it provides a holistic view of students acquisition of these two generic competences and shows that they have acquired the specific competences. * BIBLIOGRAPHY: Basic bibliography: KOTLER, P., ARMSTRONG, G., SAUNDERS. J and WONG W. (2000) Introducción al Marketing. (Second European Edition) Madrid. Prentice Hall. Prentice Hall. (Traducido de: Principles of Marketing Second European Edition. Prentice Hall. Europe, 1999) SANTESMASES M (1991) Marketing. Conceptos y estrategias. Madrid. Ediciones Pirámide (1996 edition)
Additional bibliography: ALONSO RIVAS, J. (1997) Comportamiento del consumidor. Madrid. Esic. (3 rd edition 2000) DUBOIS, D. y ROVIRA, A. (1998) Comportamiento del consumidor. Madrid. Prentice Hall. GARCÍA UCEDA, M. (1995) Las claves de la publicidad. Madrid. Esic. GRANDE ESTEBAN, I. (2000) Marketing de los servicios. 3 rd edition. Madrid. Esic. GRANDE, I. (2006). Conducta real del consumidor y marketing efectivo. Madrid. ESIC KEVIN, HARTLEY, RUDELIUS. Marketing "Core", 2 nd ed. México. McGraw-Hill KOTLER, P. and BLOOM, P.N. (1984) Marketing professional Services. Englewood Cliffs, N.J. Prentice-Hall. KOTLER, P., CÁMARA D., GRANDE I., and CRUZ, I. (1991) Dirección de Marketing. Madrid. Pearson Educación. (Traducido de: Marketing Management. The Millennium Edition) KOTLER P. and ARMSTRONG G. (2003) Fundamentos de Marketing. Mexico. Pearson Educación. (6ª edición) LAMBIN, J.J. (1995) Marketing Estratégico. (3 rd edition) Madrid. McGraw-Hill. LEVITT, T. (1960) "Marketing miopía". Harvard Business Review, July-August, pp.45-56 LOUDON, D.L., DELLA BITTA, A. (1995) Comportamiento del consumidor. Conceptos y aplicaciones. Mexico. McGraw-Hill PETER, J.P., OLSON, J.C. (2005) Comportamiento del consumidor y estrategia de marketing. 7 th edition. Mexico. McGraw-Hill RUFIN MORENO, R. (1995) Marketing. Madrid. Sanz y Torres. SANCHEZ, M., CERVERA, A. and SANCHEZ, R. (2001). "Análisis del entorno del consumidor en la Unión Europea". Distribución y Consumo, 57. pp.5-25. SCHIFFMAN L.G. and KANUK L.L. (2001) 7ª edición. Comportamiento del consumidor. Mexico. Pearson Educación. STAPLETON J. (1994) Marketing. Madrid. Ediciones Pirámide.
Other references: ACNielsen: http://www.acnielsen.es American Marketing Association: http://www.marketingpower.com Asociación Española de Estudios de mercado. Marketing y Opinión (AEDEMO): http://www.aedemo.es Instituto Nacional de Estadística (INE): http://www.ine.es Instituto Nacional de Consumo (INC): http://consumo-inc.es Asociación Española de Comercio Electrónico (AECE): http://www.aece.org AIMC - Asociación para la investigación de medios de comunicación www.aimc.es EGM - Estudio General de Medios www.aimc.es/aimc/html/egm/egm.html INFOADEX - Control de inversión publicitaria www.infoadex.es OJD - Oficina de Justificación de la Difusión www.ojd.es SOFRES - Audiencia de medios www.sofresam.com