Universidad de Jaén

Item 1. Nature and scope of marketing
Item 2. Marketing management in organizations
Item 3. The market and its environment
Item 4. Consumer behavior
Item 5. The variables of marketing
Item 6. Marketing Plan
Item 7. New trends in marketing
Item 1. Nature and scope of marketing
1.1. Concept and evolution of marketing
1.2. Approaches in marketing management
1.3. Current content marketing
1.4. The dimensions of marketing
1.5. Marketing and Society

Item 2. Marketing management in organizations
2.1. The commercial subsystem or marketing
2.2. Marketing management in the company
Item 3. The market and its environment
3.1. Market concept
3.2. Market classification
3.3. The marketing environment
3.4. Competition
Item 4. Consumer behavior
4.1. The purchase decision process
4.2. internal factors
4.3. External factors
4.4. Buying behavior of organizations
Item 5. The variables of marketing
5.1. Product
5.2. Price
5.3. Distribution
5.4. Communication
Item 6. Marketing Plan
6.1. Concept
6.2. Stages of the marketing plan
Item 7. New trends in marketing
7.1. Marketing Online
7.2. Mobile marketing
7.3. Neuromarketing
7.4. Geomarketing
7.5. Sensory and experiential marketing

The lectures are to be given in front of a large group of students and serve for imparting the necessary theoretical base and providing some general examples. It is expected that students follow the guidelines of academic practices in class. Any unusual circumstances in the classroom enables the teacher to undertake the corresponding measure, which includes sending the student out of the classroom.

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

The evaluation of the course will consist of a written exam of theoretical and practical knowledge. In addition, a variety of exercises are to be undertaken and furthermore the class includes participation in debates and case study analyses.

Given the importance of the ability to produce reports and argumentative responses, the student must pay special attention on both spelling and grammar in case of all documents that the teacher provides. The texts must be grammatically and orthographically correct to facilitate their understanding. If they are not understandable they not are evaluated. Should serious misspellings take place, it could undermine the ability of the student to complete this subject. The students of the University of Jaén have the paramount duty to conduct a good academic practice and to refrain themselves from participating in fraudulent procedures in case of the assessment tests, in the work carried out. In the assessment tests, it is strictly forbidden to carry any type of device, notes and teaching materials of the course, unless authorized communicated by the professor well in advance of the embodiment thereof. Teachers will be able to take measures they deems appropriate to warn, and if necessary, expel the student of the exam, should the student engage into fraudalent behavior, especially in the case of the written tests. If the teacher determins the fraudulent conduct of the student during the tests, the evaluation of that test will entail the grade of 0 and the student will be excluded from re-sitting the same test in case of future occasions. At any time during the assessment test, teachers may require the student to indentify themselves by showing their student ID, national identity card, passport or any other identification which are officially recognized. If not adequately identified, the pupil may be disallowed from the test and it will be assumed that the student failed to submit the test. Finally, to pass the course the student must obtain at least 50% of the scores in case of the written exam. Once this is achieved, additional scores derived from other in-classactivities may added to the final grade.