| Center |
| Faculty of Economics |
| Departament |
| Marketing and Market Research |
| Lecturers in charge |
| H6091 - BEATRIZ MOLINER VELAZQUEZ |
| Met. Docent |
| 1. Theoretical classes. They will be based on the explanations of the lecturer and the study of the textbooks recommend in the bibliography. 2. Practical classes. With an active participation of the student and under the direction of the professor, exercises, etc. will be developed. |
| Met. Avaluació |
| Final assessment: theoretical part 65% and practical part 35% Theoretical exam: up to 6.5 points Practical exam: up to 2 points Final work and class participation: up to 1.5 points |
| Bibliografia |
| - Aaker, D.S. (2001). Strategic Market Management. 6ª ed. Wiley, New York. - Cohen, W. A. (2001): Developing A Winning Marketing Plan. Wiley. Nueva York. - Cravens, D.W. and Piercy, N. (2006). Strategic Marketing, Mcgraw Hill/Irwin Series in Marketing - Piercy, N. (2000). Market-led Strategic change. 2ª ed., Butterworth Heinemann. U.K. |
| Continguts |
| The course syllabus has been structured in five main areas:: Part I. Strategic marketing and strategic management Part II. Strategic diagnosis Part III. Strategy formulation in marketing Part IV. Development of a marketing plan Part V. Execution and management of a marketing strategy In the first part, the contextual frame of the matter is analyzed. The second part of the program supposes the point of beginning for a suitable elaboration of the marketing plan, approaching the study of the clients, the market, the environment and the competitors, as well as the internal analysis of the company and the necessary basis for determining and selecting the aims of strategic marketing. The third part approaches the diverse strategies of marketing which are available for the company at business, product-market and product levels. The fourth part approaches the supply strategies related to brand, product, price and services, as well as the physical and psychological approach to the customers to reach them through distribution and communication. Finally, in the fifth and last part analyzes the organization, execution and control of the marketing activities and the development of marketing of relations and internal marketing to obtain long term relations with the clients and market orientation of all the organization. (Please find syllabus attached) |
| Objetius |
| The main aim of this course is to provide the student with a wider perspective on the Marketing discipline, adopting a strategic approach and analyzing its possible business applications. Furthermore, we expect the student to be able to develop a strategic marketing plan, taking into consideration the difficulty of this task and the necessary interrelation of the contents reviewed in different subjects during the studies. |
| URL de Fitxa |