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Syllabus 2019-20 - 11812020 - Marketing Management 1 (Dirección de marketing I)

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: Doble grado en Derecho y Administración y dirección de empresas (11812020)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

DEGREE: Doble Grado en Administración y dirección de empresas y Finanzas y contabil (11912003)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

DEGREE: Grado en Finanzas y contabilidad (11312010)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

DEGREE: Grado en Estadística y empresa (11712014)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

DEGREE: Grado en Administración y dirección de empresas (11122004)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

DEGREE: Grado en Administración y dirección de empresas (11112004)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

ACADEMIC YEAR: 2019-20
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Marketing Management 1
CODE: 11812020 (*) ACADEMIC YEAR: 2019-20
LANGUAGE: English / French LEVEL: 1 / 2
ECTS CREDITS: 6.0 YEAR: 3 SEMESTER: SC
 
2. LECTURER BASIC INFORMATION
NAME: TORRES RUIZ, FRANCISCO JOSÉ
DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA
FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS
OFFICE NO.: D3 - 140 E-MAIL: ftorres@ujaen.es P: 212656
WEBSITE: -
LANGUAGE: - LEVEL: 1
 
3. CONTENT DESCRIPTION

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.

4. COURSE DESCRIPTION AND TEACHING METHODOLOGY

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

5. ASSESSMENT METHODOLOGY

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.

6. BOOKLIST
MAIN BOOKLIST:
  • Dirección de marketing. Edition: 15ª ed. Author: Kotler, Philip. Publisher: México [etc.] : Pearson-Prentice Hall, 2016  (Library)
  • Dirección de marketing : gestión estratégica y operativa del mercado. Edition: 2ª ed. Author: Lambin, Jean-Jacques. Publisher: Mexico, [etc.] : McGrawHill, 2009  (Library)
  • Marketing estratégico. Edition: -. Author: Lambin, Jean-Jacques. Publisher: Madrid : McGraw-Hill Interamericana de España , D.L. 2007  (Library)
  • Marketing estratégico. Edition: 4ª ed.. Author: Best, Roger J.. Publisher: Madrid [etc.] : Pearson Educación , D.L. 2008  (Library)
  • Boom [Recurso electrónico] : marketing to the ultimate power consumer--the baby boomer woman. Edition: -. Author: Brown, Mary, 1959-. Publisher: New York : American Management Association, 2006.  (Library)