| Center |
| Faculty of Economics |
| Departament |
| Marketing and Market Research |
| Lecturers in charge |
| Sin datos cargados |
| Met. Docent |
| Student is advised to submit voluntary course works with a maximum mark of two points. Active participation and attendance are advisable. Coordinator: Ines Küster Boluda. |
| Met. Avaluació |
| Final examination and project work |
| Bibliografia |
| COMMERCIAL PROMOTION Bigné, Enrique (2003). Promoción comercial. Esic Editorial. Madrid. Capítulos 13, 14 y 16. García Uceda, M. (2000): Las claves de la publicidad. Madrid: ESIC. Salén, H. (1999): La promoción de ventas o el nuevo poder comercial. Madrid: Díaz de Santos. Rodríguez del Bosque, I.; De la Ballina Ballina, J. (1998): Comunicación Comercial: conceptos y aplicaciones. 2ª edición. Madrid: Civitas. PERSONAL SALE Küster, I. y Román, S. (2006); Cámara, Dionisio y Sanz, María (2001). Dirección de Ventas. Prentice Hall. Madrid. |
| Continguts |
| The objective of this course is to insist on the study of one of the elements of the marketing mix: the promotion, and to provide students with a deep knowledge about one of the elements of promotion: the personal sale. It will enable students to understand the importance of these concepts within the company strategy. That is why integration and coherence between the contents developed in lectures and seminars is essential. The achievement of the objective we presented leads us to divide the programme in two parts: 1. Commercial promotion, analysing the Commercial Mix 2. Personal sale, presenting the different techniques of personal sale. PROGRAMME I. COMMERCIAL PROMOTION 1.Marketing and promotion 2.Advertisisng 3. Sales promotion 4. Public relations 5. Direct Marketing II..PERSONAL SALE 6. Marketing and personal sale 7. The seller and the sales strategy 8. Personal sale phases: previous phase, demonstration and negotiation 9. Personal sale phases II:closing, customer service and dealing with complaints. 10. Sales management Seminars will be focused on the students participation, who will complete, develop and apply the theoretical concepts through a number of cases, debates and role plays. |
| Objetius |
| URL de Fitxa |