| Center |
| Faculty of Economics |
| Departament |
| Marketing and Market Research |
| Lecturers in charge |
| F9103 - ALEJANDRO MOLLA DESCALS |
| Met. Docent |
| Lessons will be based on the professor s explanations and personal reading. Seminars will focus on students participation and personal work. Course Leader: Dr. Manuel Cuadrado García |
| Met. Avaluació |
| Final examination - - |
| Bibliografia |
| Santesmases, M. (1998). Marketing. Conceptos y Estrategias. Pirámide. Madrid Kotler, P. y otros (2000). Introducción al Marketing. 2º Ed Europea. Prentice Hall. Madrid Miquel, S.m Mollà, A. y Bigné, J.E. (1997). Introducción al Marketing. Mc-Graw Hill. Madrid Mollà, A. Et al. (2000). Coneixements Bàscs de Màrqueting. Servei de Publicacions. Universitat de València Vazquez, R. y Trespalacios, J.A. (1998). Marketing: Estrategias y Aplicaciones Sectoriales. Civitas. Madrid. |
| Continguts |
| The main purpose of this course is to insist on the study of the marketing concepts, enablig the student to analyse and understand the market and its relation with the company. More specifically, the course will cover the managerial and technical aspects of the Market Research and the Marketing Mix: Product, Price, Promotion and Place. List of Contents: FIRST PART: MARKETING MIX STRATEGIES 1.- Product: Concept and considerations 2.- Product decisions within the company 3.- Place: the distribution system 4.- Place: decisions within the company 5.- Pricing decisions 6.- Communication decisions 7.- Sales Force Management SECOND PART: MARKETING APPLICATIONS BY FIELDS 8.- Marketing in specific fields More information on www.uv.es/economia, then click on "estudios", "CCEMP2000-VAL", "programas de las asignaturas" |