Universidad de Jaén

CONTENTS

 

SECTION 1º: FUNDAMENTALS OF MARKETING MANAGEMENT

THEME 1. NATURE AND SCOPE OF MARKETING

THEME 2. MARKETING MANAGEMENT IN ORGANIZATIONS

SECTION 2º: STRATEGIC MARKETING AND OLIVE OILS

THEME 3. MARKETING ENVIRONMENT IN THE OLIVE SECTOR

THEME 4. CONSUMER BEHAVIOUR

THEME 5. COMMERCIAL BEHAVIOUR OF OLIVE COOPERATIVISM

THEME 6. ORGANIZATIONAL ISSUES OF OLIVE COOPERATIVISM

THEME 7. MARKET SEGMENTATION, SELECTION OF TARGET MARKET AND POSITIONING

SECTION 3º: OPERATIONAL MARKETING AND OLIVE OILS

THEME 8. PRODUCT DECISIONS

THEME 9. PRICE DECISIONS

THEME 10. DISTRIBUTION DECISIONS

THEME 11. COMMUNICATION DECISIONS

 

 

 

 

 

 

CONTENTS

 

SECTION 1º: FUNDAMENTALS OF MARKETING MANAGEMENT

   THEME 1. NATURE AND SCOPE OF MARKETING

1.1. The dimensions of marketing.

1.2. Concept and evolution of marketing as a function.

1.3. The approaches in marketing management.

   THEME 2. MARKETING MANAGEMENT IN ORGANIZATIONS

2.1. The marketing system in the company.

2.2. The marketing management in the company.

2.1. Strategic marketing.

2.2. Operational marketing.

2.3. The strategic marketing planning.

 

SECTION 2º: STRATEGIC MARKETING AND OLIVE OILS

   THEME 3. MARKETING ENVIRONMENT IN THE OLIVE SECTOR

3.1. Introduction.

3.2. The macro-environment and micro-environment of marketing.

3.3. The agri-food chain of olive oils.

3.3.1. Analysis of the olive sector.

3.3.2. Analysis of the industrial sector.

3.3.3. The commercial distribution of olive oils in Spain.

3.3.4. The demand of olive oils in the world and Spain: situation and evolution.

3.3.5. CAP and olive oils.

   THEME 4. CONSUMER BEHAVIOUR

4.1. Consumer behaviour: model and determinants.

4.2. Consumer behaviour of foods.

4.3. Consumer behaviour of edible vegetable oils in Spain and in foreign markets.

   THEME 5. COMMERCIAL BEHAVIOUR OF OLIVE COOPERATIVISM

5.1. The origin market in olive oils: descriptive analysis.

5.2. Structural factors of the origin market.

5.3. Cooperative integration and market orientation.

   THEME 6. ORGANIZATIONAL ISSUES OF OLIVE COOPERATIVISM

6.1. The olive cooperativism.

6.2. The democratic social authorities and their performance: the case of olive oils.

   THEME 7. MARKET SEGMENTATION, SELECTION OF TARGET MARKET AND POSITIONING

7.1. The segmentation process and the identification of target market.

7.2. Criteria and techniques of market segmentation.

7.2.1. Spanish market segmentation of edible vegetable oils.

7.3. Selection of target markets.

7.3.1. Estimation of market demand.

7.3.2. Competitive analysis.

7.4. Positioning.

 

SECTION 3º: OPERATIONAL MARKETING AND OLIVE OILS

   THEME 8. PRODUCT DECISIONS

8.1. The product concept as set of attributes

8.2. The differentiation and its tools

8.3. Decisions on packaging and labeling

8.4. The brand management.

   THEME 9. PRICE DECISIONS

9.1. Procedure of fixing prices

9.2. Pricing strategies of sale.

   THEME 10. DISTRIBUTION DECISIONS

10.1. Decisions on distribution channel.

10.2. The costs of commercial distribution.

10.3. The management of physical distribution and logistics system

10.4. Internet and e-commerce.

   THEME 11. COMMUNICATION DECISIONS

11.1. The commercial communication, and the corporate and brand image. The management and coordination of integrated marketing Communication.

11.2. Planning of advertising campaigns

11.3. Promotion.

11.4. Direct marketing.

11.5. Public relations.

11.6. The commercial communication and Internet

11.7. Managing the sales force

TEACHING METHODOLOGY

Master classes: Students should participate in order to learn about marketing in olive oil sector.

Practices: Students, individually or in groups, have to solve practical questions about marketing in olive oil sector. Those questions are exposed by faculty and results are explained by students in a discussion. In addition, related to those practical questions, professionals in Spanish olive oil sector are invited to participate into the lessons. In other cases, students will visit his firms.

Tutorials (individually or in groups): Students can request tutorials to faculty in order to ask an advice, to solve dudes, to order orientation about Master's Dissertation or to other questions.

Students with special educational needs should contact the Student Attention Service (Servicio de Atención y Ayudas al Estudiante) in order to receive the appropriate academic support

ASSESSMENT METHODOLOGY

Assessment methodology is articulated in three points. First, attendance of classes and an active participation of students in the activities of the lessons. In the first case, faculty has a student list. In the second case, faculty notes down about the involvement of students. Second, an exam about key concepts in olive oil marketing and oleiculture and the relationships between them. Third, practice exercises, individually or in groups. Some of them have to be explained to the rest of the students.

Exam evaluates learning outcomes numbered R46, R47 and R 48.

Practice exercises evaluate learning outcomes numbered R45 and R48.

Obviously, because it is a face-to-face master, methodology is based in the attendance of classes in order to get the competences and the learning outcomes.