| Center |
| Faculty of Economics |
| Departament |
| Marketing and Market Research |
| Lecturers in charge |
| H5150 - CARMEN PEREZ CABAÑERO |
| Met. Docent |
| The method to be applied in the lectures (theoretical concepts) combines the explanations given by the lecturer in the lecture room with the reading and studying by the student of the course book. The classes will be devoted to the discussion of readings, case studies and other activities. |
| Met. Avaluació |
| The theoretical part will be assessed by a written examination containing two types of questions: Multiple choice questions (max. 4.5 points, min. 2.25 points) Essay questions. (max. 2 points) The practical part: Final team project (max. 1.5 points) Exam (max. 2 points) |
| Bibliografia |
| Course book: Kotler, P. (2003): Marketing Management (11th edition). Prentice Hall International Editions. New Jersey. Further reading: Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C. (2001): Marketing: Concepts and Strategies (4th European edition). Houghton Mifflin. Boston. McDonald, M. (1999): Marketing Plans: How to Prepare Them, How to Use Them. Butterworth Heinemann. Oxford. |
| Continguts |
| Topic 1: The role of marketing Topic 2: The marketing planning process Topic 3: Information for marketing Topic 4: The marketplace and the marketing environment Topic 5: Market demand and sales forecasting Topic 6: Competition Topic 7: Consumer and organizational behaviour Topic 8: Market segmentation |
| Objetius |
| - To obtain a general perspective of the marketing discipline, identifying its core and main interest areas,its basic principles and tools, and learning the marketing vocabulary. - To understand the role of marketing in organisations and in the society - To develop individual and team working abilities - To analyse different marketing situations. |
| URL de Fitxa |