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Syllabus 2018-19 - 11312010 - Marketing Management (Dirección de marketing)

Caption
  • 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 Finanzas y contabilidad
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

ACADEMIC YEAR: 2018-19
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Marketing Management
CODE: 11312010 ACADEMIC YEAR: 2018-19
LANGUAGE: English / French LEVEL: 2 / 2
ECTS CREDITS: 6.0 YEAR: 2 SEMESTER: SC
 
2. LECTURER BASIC INFORMATION
NAME: ALARCÓN GONZÁLEZ, FRANCISCO JAVIER
DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA
FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS
OFFICE NO.: D3 - 215 E-MAIL: falarcon@ujaen.es P: 953213485
WEBSITE: -
LANGUAGE: - LEVEL: 2
 
3. CONTENT DESCRIPTION

Part I: Business information

 

1. The marketing information system and the marketingresearch

2. Measuring commercial phenomena

3. Customer response

 

Part II: The marketing strategy

4. Demand analysis

5. Competitive Analysis

6. Market segmentation and positioning

4. COURSE DESCRIPTION AND TEACHING METHODOLOGY

Students must attend 3 seminars:


- The first one will take place at the beginning of the second semester. During this seminar, they will be told what they have to do during the semester in order to pass the final test and the materials they can use to prepare the subject.


- The second seminar will take place during the last month of the second semester (May). In this seminar, the students will make an oral presentation (10-15 min) using the contents of the program, it will deal about the suitable marketing effort that a firm should make in order to introduce a new product or service.

- During the last seminar, at the end of the second semester, a final theoretical and practical test will take place.

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

The oral presentation means the 50% of the final assessment. 
The final theoretical and practical test will involve the 50% of the final assessment.

6. BOOKLIST
MAIN BOOKLIST:
  • Marketing Management. Edition: 15e éd.. Author: Kotler, Philip. Publisher: Paris : Pearson France, 2017  (Library)
  • Marketing stratégique et opérationnel : la démarche marketing dans l'économie numérique. Edition: 9e ed.. Author: Lambin, Jean-Jaques. Publisher: Paris : Dunod, 2016  (Library)
  • Marketing Management. Edition: 15e éd.. Author: Kotler, Philip. Publisher: Paris : Pearson France, 2017  (Library)