Universidad de Jaén

LESSON 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.

• 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.

LESSON 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

LESSON 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.

LESSON 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.

LESSON 5. MARKETING 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.

LESSON 6. ADVERTISING

6.1. Concept, characteristics and objectives.

6.2. Advertising planning process.

6.3. The advertising regulation.

LESSON 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.

LESSON 8. DIRECT MARKETING AND PERSONAL SALE

8.1. Concept, characteristics and objectives of direct and interactive 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.

LESSON 9. ONLINE MARKETING AND SOCIAL MEDIA MARKETING

9.1. Commercial communication on the Internet

9.2. Mobile marketing

The lectures in big group will consist of the exposure of the theory reinforced with practical examples. Likewise, some exercises and case studies will be solved in an illustrative way.

On the other hand, the classes in groups of practices will consist in the resolution of exercises and practical cases by the students, the development of debates about the theoretical contents and of commercial problems and, in addition, oral presentations will be done.

IMPORTANT:  Students are expected to follow good academic practices. Any abnormal circumstance occurring in the classroom empowers teachers to take the measures they deem appropriate, including expulsion from the classroom.

As established in the Regulation of Academic and Evaluation of the Student Body of the University of Jaén in its Article 11.2.e):" The recording in audio or video of teaching activities, by any means, is strictly prohibited, unless authorized expressed by the teacher. Any recording initiative without the corresponding authorization will be grounds for opening disciplinary proceedings.

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 requirement. Once this is achieved score may add notes relating to other activities that configure scoring the final grade.