Universidad de Jaén

Topic 1. Nature and scope of marketing

• Concept and evolution of marketing
• Approaches in marketing management
• Current directions in marketing
• The dimensions of marketing
• Marketing and Society

Topic 2. Marketing management in organizations

• The commercial subsystem or marketing
• Marketing management in the company

Topic 3. Marketing services and tourism marketing

• Concept and classification of services
• Differences between marketing services and marketing goods
• Marketing management services
• Concept and characteristics of tourism marketing

Topic 4. Strategic Marketing Planning

• The process of marketing management
• Levels of strategic planningCorporate strategy
• The strategy of the business unit
• Functional strategies

Topic 5. Analysis of the environment and tourism market

• The management of the environment
• Analysis microenvironment Company
• Analysis of macro-environment of the company
• Main issues and trends in the tourism environment
• Current trends in tourism demand
• Some macromagnitudes of existing tourism markets

Topic 6. Consumer behavior of the tourist

• External factors
• Internal factors
• The purchase decision processes of tourist products
• The tourist consumers to new technologies

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 are not 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 deems appropriate to warn, and if necessary, expel the student of the exam, should the student engage into fraudulent behavior, especially in the case of the written tests. If the teacher determines 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 identify themselves by 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 which consists of short questions, development of small and / or type test. Once this is achieved, additional scores derived from other in-classs activities may be added to the final grade: the assessment of practical course has a weigh of 20% and in-class participation consists 30% of the final mark.

In the extraordinary calls, the student can opt for a complementary test of practices as long as the qualification thereof is less than 1.5.