Universidad de Jaén

Part I: commercial information

Topic 1. The marketing information system and commercial research.
Marketing information system. business research process. Methods of
obtaining information.

Topic 2. The measurement of commercial phenomena. Basic scales of
measurement. Marketing metrics

Topic 3. The response of the client. cognitive, attitudinal and
behavioral response. Satisfaction and value for the customer.

Part II: the marketing strategy

Topic 4. Analysis of the demand. Market potential, market share.
Methods and techniques for forecasting demand.

Topic 5. Analysis of competitiveness. Extended rivalry. Generic
strategies

Topic 6. Segmentation of markets and positioning. Concept, classes
and segmentation techniques. The strategy of positioning, bases and
techniques.

Exhibition on topics, discussion of readings, debate, realization and solution of exercises and cases

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

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

Resolution of exercises, cases, debates, exposition and participation. Theoretical-practical written exam, with questions about the contents of the subject. The evaluation system is directly related to the expected learning outcomes and the established competencies. In order to pass the subject, it is necessary to pass the exam (a) with a minimum score of 3.5 out of 7, in which case the practical notes (b) are added. The sum of a and b is the final grade. In extraordinary calls the student will be able to access the maximum qualification substituting the practice mark for alternative test in the exam.

Given the importance of the ability to prepare reports and argumentative answers in the subject, the student must take care of both the spelling and the grammar in all the documents given to the teachers of the same.

In the evaluation tests it is strictly forbidden to carry any type of device, notes and teaching material of the subject, except that publicly authorized by the faculty in each call.