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Syllabus 2019-20 - 11812022 - Marketing Management 3 (Dirección de marketing III)

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
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

ACADEMIC YEAR: 2019-20
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Marketing Management 3
CODE: 11812022 ACADEMIC YEAR: 2019-20
LANGUAGE: English LEVEL: 3
ECTS CREDITS: 6.0 YEAR: 4 SEMESTER: SC
 
2. LECTURER BASIC INFORMATION
NAME: VEGA ZAMORA, MANUELA
DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA
FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS
OFFICE NO.: D3 - 122 E-MAIL: mvega@ujaen.es P: 953213314
WEBSITE: -
LANGUAGE: - LEVEL: 3
 
3. CONTENT DESCRIPTION

UNIT 1. THE DISTRIBUTION AND THE COMMERCIAL SYSTEM

1.1. The commercial distribution: concept and importance.

1.2. Business system concept.

1.3. Classification of commercial system.

UNIT 2. THE DESIGN AND CHOICE OF THE DISTRIBUTION CHANNEL

2.1. The process of choosing the distribution channel.

2.2. Influencing factors in the structure of the distribution channel.

2.3. Methods for choosing the channel.

UNIT 3. INTERNAL RELATIONS IN THE DISTRIBUTION CHANNEL

3.1. Motivation strategies of channel members

3.2. Relationship of forces in commercial distribution

3.3. Relations between manufacturer and distributor

3.4. Trade marketing

UNIT 4. SPATIAL ORGANIZATION OF COMMERCIAL DISTRIBUTION

4.1. Concept of commercial area.

4.2. Commercial attraction and agglomeration of the retail offer.

4.3. Delimitation of commercial areas and analysis of their sales potential.

4.4. Evaluation of the location of the retail trade.

4.5. Geographic information systems and business planning.

UNIT 5. THE MANAGEMENT OF THE POINT OF SALE AND THE ASSIGNMENT

5.1. Presentation merchandising.

5.2. Seduction merchandising.

5.3. Management merchandising: assortment management.

5.3.1. The management by categories.

5.3.2. The distributor mark

UNIT 6. COMMERCIAL COMMUNICATION

6.1. Marketing communication

6.2. The communication process.

6.3. Commercial communication mix.

UNIT 7. ADVERTISING

7.1. Concept, characteristics and objectives.

7.2. Economic and social effects.

7.3. Advertising planning process

7.4. The advertising agencies.

7.5. Advertising regulation

UNIT 8. THE PROMOTION OF SALES AND PUBLIC RELATIONS

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

8.2. Economic, commercial and psychological effects of the sales promotion.

8.3. Sales promotion planning process.

8.4. Types of sales promotion.

8.5. Concept, characteristics andobjectives of public relations.

8.6. Recipients of public relations.

8.7. Planning process of a public relations campaign.

8.8. Public relations instruments.

UNIT 9. DIRECT MARKETING AND PERSONAL SALE

9.1. Concept, characteristics and objectives of direct marketing.

9.2. Forms of direct marketing

9.2.1. Direct marketing by mail.

9.2.2. Direct marketing by phone.

4. COURSE DESCRIPTION AND TEACHING METHODOLOGY

During the lectures, techniques used in identifying the different types of fleets and system designs for burden-sharing and route calculations will be addressed, via the methodology of lecture. This will be supported by practical sessions where students are to resolve cases provided by the teacher, which include among others the capillary distribution, frozen goods transport and international transport, redesigning networks, delegations, etc. The teacher will propose the most appropriate bibliographical references for each of the chapters.

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

After completing the course, students will be evaluated based on their theoretical and practical knowledge which will account for 75% of the final result.

The final exam with a total weight of 75% consists of two distinct parts: theory and problems. The theoretical part has a weigh of 75% in the final grade, while the practical part will account for 20% of the same.

For the students to pass the subject, they should be able to identify the functions to be performed in a traffic department and meeting scheduling tools; learn about the latest telematics systems applied in a transport fleet, recognize management support systems as generators of competitive advantage for a fleet, recognize the parameters that characterize a fleet, learn and develop the right route planning and loads in the interest of efficient management of the fleet, and, finally, to know the programming of transport logistics and calculation methods.

The remaining 5% will depend on the degree of support and active participation during the sessions.

6. BOOKLIST
MAIN BOOKLIST:
  • Distribution channels:understanding and managing channels to markets. Edition: second . Author: Dent, Julian. Publisher: Kogan Page