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Syllabus 2019-20 - 11112006 - Marketing Management 3 (Dirección de marketing III)

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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: Grado en Administración y dirección de empresas (11112006)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

DEGREE: Doble Grado en Administración y dirección de empresas y Finanzas y contabil (11912026)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

ACADEMIC YEAR: 2019-20
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Marketing Management 3
CODE: 11112006 (*) ACADEMIC YEAR: 2019-20
LANGUAGE: English LEVEL: 1
ECTS CREDITS: 6.0 YEAR: 4 SEMESTER: PC
 
2. LECTURER BASIC INFORMATION
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: - LEVEL: 1
 
3. CONTENT DESCRIPTION

ITEM 1. THE DESIGN AND DISTRIBUTION CHANNEL CHOICE

1.1. Commercial distribution and trading system

1.2. Steps in the process of choosing the distribution channel.

  1. Market knowledge and commercial distribution objectives.
  2. Development of commercial distribution strategy.
  • Commercial distribution functions and services provided to customers.
  1. Selection of distribution channels: influencing factors, criteria and methods of selection.
  2. Evaluation and control of distribution channels.

ITEM 2. INTERNAL RELATIONS IN THE DISTRIBUTION CHANNEL.

2.1. Motivation strategies of channel members.

2.2. Relations of forces in the commercial distribution.

2.3. Relations between manufacturer and distributor.

2.4. Trade marketing

ITEM 3. SPATIAL ORGANIZATION OF COMMERCIAL DISTRIBUTION

3.1 The commercial area: the process of commercial attraction and agglomeration of the retail offer.

3.2. Delimitation of commercial areas and analysis of their sales potential and attractiveness.

3.3. Evaluation of the location of the retail trade.

3.4. Geographical information systems: geomarketing.

ITEM 4. THE MANAGEMENT OF THE POINT OF SALE AND THE ASSIGNMENT

4.1. Introduction.

4.2. Presentation merchandising.

4.3. Seduction merchandising.

4.4. Management merchandising.

4.5. Merchandising on the web.

ITEM 5. COMMERCIAL COMMUNICATION

5.1. The role of communication in organizations and in the relationship with the market.

5.2. The communication process.

5.3. Mix of commercial communication or forms of communication.

5.4. The integrated marketing communication.

ITEM 6. ADVERTISING

6.1. Concept, characteristics and objectives.

6.2. Advertising planning process.

6.3. The advertising regulation.

ITEM 7. THE PROMOTION OF SALES AND PUBLIC RELATIONS

7.1. Concept, characteristics and objectives of the sales promotion.

7.2. Sales promotion planning process.

7.3. Concept, characteristics and objectives of public relations.

7.4. Recipients of public relations.

7.5. The instruments or techniques of public relations.

ITEM 8. DIRECT MARKETING AND PERSONAL SALE

8.1. Concept, characteristics and objectives of internal marketing.

8.2. Forms of direct marketing.

8.3. The personal sale as an element of communication: concept, characteristics and objectives.

8.4. Typology of the sales force.

8.5. The process of personal sale.

ITEM 9. ONLINE MARKETING AND SOCIAL MEDIA MARKETING

9.1. Commercial communication on the Internet

9.2. Mobile marketing

4. COURSE DESCRIPTION AND TEACHING METHODOLOGY

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

5. ASSESSMENT METHODOLOGY

      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.

6. BOOKLIST
MAIN BOOKLIST:
  • Distribución comercial. Edition: -. Author: -. Publisher: Madrid : Delta publicaciones, 2009  (Library)