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Syllabus 2017-18 - 11112006 - Marketing Management 3 (Dirección de marketing III)
- Level 1: Tutorial support sessions, materials and exams in this language
- Level 2: Tutorial support sessions, materials, exams and seminars in this language
- Level 3: Tutorial support sessions, materials, exams, seminars and regular lectures in this language
| DEGREE: | Grado en Administración y dirección de empresas |
| FACULTY: | FACULTY OF LAW AND SOCIAL SCIENCES |
| ACADEMIC YEAR: | 2017-18 |
| COURSE: | Marketing Management 3 |
| NAME: Marketing Management 3 | |||||
| CODE: 11112006 | ACADEMIC YEAR: 2017-18 | ||||
| LANGUAGE: English | LEVEL: 1 | ||||
| ECTS CREDITS: 6.0 | YEAR: 4 | SEMESTER: PC | |||
| NAME: GUTIÉRREZ SALCEDO, MARÍA | ||
| DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA | ||
| FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS | ||
| OFFICE NO.: D3 - 122 | E-MAIL: msalcedo@ujaen.es | P: 953213371 |
| WEBSITE: - | ||
| ORCID: https://orcid.org/0000-0002-8874-8069 | ||
| LANGUAGE: - | LEVEL: 1 | |
ITEM 1. DISTRIBUTION AND TRADING SYSTEM
1.1. Commercial distribution: concept and socioeconomic importance.
1.2. Trading system concept.
1.3. Classification trading system.
ITEM 2. THE DESIGN AND DISTRIBUTOR CHANNEL DECISION MAKING
2.1. Introduction
2.2. Steps in supply chain decision making.
Market knowledge and commercial distribution objectives.
Development of commercial distribution strategy.
Commercial distribution functions and services provided to customers.
Selection of distribution channels: influencing factors, criteria and methods of selection.
Evaluation and control of distribution channels.
ITEM 3. INTERNAL RELATIONS IN DISTRIBUTOR CHANNEL.
3.1. Motivation strategies.
3.2. Power relationships in distributor channel.
3.3. Relationships between producers and distributors.
3.4. Trade marketing
ITEM 4. SPATIAL ORGANIZATION OF COMMERCIAL DISTRIBUTION
4.1 Introduction.
4.2. Concept of shopping area.
4.3. Commercial attraction and agglomeration of the retail offering.
4.4. Delimitation of commercial areas and analysis of their potential sales.
4.5. Assessment location retailing.
4.6. Geographic information systems and business planning.
ITEM 5. MANAGEMENT POINT OF SALE AND ASSORTED
5.1. Introduction.
5.2. Merchandising presentation.
5.3. Merchandising seduction.
ITEM 6. BUSINESS COMMUNICATION
6.1. Marketing communication.
6.2. The communication process.
6.3. Mix of commercial communication or forms of communication.
ITEM 7. ADVERTISING
7.1. Concept, characteristics and objectives.
7.2. Economic and social effects.
7.3. Advertising planning process.
7.4. Advertising agencies.
7.5. The advertising regulation.
ITEM 8. THE PROMOTION OF SALES AND PUBLIC RELAACIONES
8.1. Concept, features and objectives of sales promotion.
8.2. Economic, commercial and psychological effects of sales promotion.
8.3. Planning process sales promotion.
8.4. Concept, characteristics and goals of public relations.
8.5. Recipients of public relations.
8.6. The instruments of public relations.
ITEM 9. DIRECT MARKETING AND SALES FORCE
9.1. Concept, features and objectives of direct marketing.
9.2. Type of direct marketing.
9.3. Sales force as a communication: concept, characteristics and objectives.
9.4. Typology of the sales force.
9.5. The process of sales force.
Lectures:
Exhibition of theory and general
examples.
Solving exercises and case studies.
Classes in practice groups:
Debates.
Solving exercises and case studies.
Presentations / exhibitions.
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
To pass the course the student must obtain as pre least 50% of the score on the written exam test requirement. Once this is achieved score may add notes relating to other activities that configure scoring the final grade.
- Distribución comercial. Edition: -. Author: -. Publisher: Madrid : Delta publicaciones, 2009 (Library)