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Syllabus 2018-19 - 75013008 - Commercial Management (Gestión comercial)

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  • 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: Máster Univ. en Olivar y aceite de oliva
FACULTY: Centre for Postgraduate Studies of the University of Jaen

ACADEMIC YEAR: 2018-19
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Commercial Management
CODE: 75013008 ACADEMIC YEAR: 2018-19
LANGUAGE: English LEVEL: 1
ECTS CREDITS: 4.0 YEAR: 1 SEMESTER: SC
 
2. LECTURER BASIC INFORMATION
NAME: PARRAS ROSA, MANUEL
DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA
FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS
OFFICE NO.: D3 - 142 E-MAIL: mparras@ujaen.es P: 953212225
WEBSITE: -
LANGUAGE: English LEVEL: 1
 
NAME: BERNAL JURADO, ENRIQUE
DEPARTMENT: U110 - ECONOMIA
FIELD OF STUDY: 225 - ECONOMÍA APLICADA
OFFICE NO.: D3 - 266 E-MAIL: ebernal@ujaen.es P: 953212067
WEBSITE: http://www4.ujaen.es/~ebernal/
LANGUAGE: English LEVEL: 1
 
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: -
LANGUAGE: English LEVEL: 1
 
NAME: VEGA ZAMORA, MANUELA
DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA
FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS
OFFICE NO.: D3 - 122 E-MAIL: mvega@ujaen.es P: 953213314
WEBSITE: -
LANGUAGE: English LEVEL: 1
 
3. CONTENT DESCRIPTION

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. THE BULK MARKET OF OLIVE OIL

THEME 6. MARKET SEGMENTATION, SELECTION OF TARGET MARKET AND POSITIONING

SECTION 3º: OPERATIONAL MARKETING AND OLIVE OILS

THEME 7. PRODUCT DECISIONS

THEME 8. PRICE DECISIONS

THEME 9. DISTRIBUTION DECISIONS

THEME 10. 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.

2.2.1. Strategic marketing.

2.2.2. 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. Olive-growing: situation and prospects.

 3.4. Objectives and strategies in the olive sector.

3.5. CAP and olive oils.

   THEME 4. CONSUMER BEHAVIOUR

4.1. Determinant models and factors in food consumer. 

4.2. Key in consumer behavior olive oils: knowledge, involvement and market effects.

 

   THEME 5.  THE BULK MARKET OLIVE OIL

5.1. Descriptive analysis. General characteristics. 

5.2. Structural factors.

5.3. Market dynamics and basic indicators.

 

THEME 6. MARKET SEGMENTATION, SELECTION OF TARGET MARKET AND POSITIONING

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

6.2. Criteria and techniques of market segmentation.

6.2.1. Spanish market segmentation of edible vegetable oils.

6.3. Selection of target markets.

6.3.1. Estimation of market demand.

6.3.2. Competitive analysis.

7.4. Positioning.

 

SECTION 3º: OPERATIONAL MARKETING AND OLIVE OILS

   THEME 7. PRODUCT DECISIONS

7.1. The product concept as set of attributes

7.2. The differentiation and its tools

7.3. Decisions on packaging and labeling

7.4. The brand management.

   THEME 8. PRICE DECISIONS

8.1. Procedure of fixing prices

8.2. Pricing strategies of sale.

   THEME 9. DISTRIBUTION DECISIONS

9.1. Decisions on distribution channel.

9.2. The costs of commercial distribution.

9.3. The management of physical distribution and logistics system

9.4. Internet and e-commerce.

   THEME 10. COMMUNICATION DECISIONS

10.1. Commercial communication. The integrated marketing comunication. 

10.2. The comunication mix.

10.2.1. Advertising. 

10.2.2. Promotion.

10.2.3. Public relations.

10.2.5. Personal selling. 

4. COURSE DESCRIPTION AND TEACHING METHODOLOGY

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

5. ASSESSMENT METHODOLOGY

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 in class and / or in discussion forums raised in the online platform. Second, an exam about key concepts in olive oil marketing and oleiculture and the relationships between them. Third, cases/exercises.

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.

6. BOOKLIST
MAIN BOOKLIST:
  • The gap between the vision for marketing and reality [Recurso electrónico] : a brief dicussion of th. Edition: -. Author: Kotler, Philip. Publisher: Cambridge, MA : MIT Sloan Management Review, [2012]  (Library)