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.



Topic 7. Marketing plan.

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.

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 2.5 out of 5, 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.

METODOLOGY AND TRAINING ACTIVITIES

Mixed scenario

Groups with a number of students above the limited capacity in the classroom.

* As indicated in the Teaching Adaptation Plan in the academic year 20/21 in relation to the pandemic caused by Covid-19, in the general multimodal scenario, theory classes (expository classes in large group) will be taught, preferably, in online format to avoid exceeding the capacity limited by the health authority and the State Government. However, depending on the conjuncture and specific circumstances of the situation, and if the resources of the assigned classrooms allow it, it could work in person with limited capacity and rotation.

For practical classes, the face-to-face format with limited capacity and rotation will be preferred whenever the classroom resources allow it, but if the current situation and situation, as well as the number of students and capacity that prevent health security is guaranteed, they will be taught online.

Groups with a number of students below the limited capacity in the classroom.

*However, if the specific circumstances and circumstances of the situation, or classroom infrastructures cannot guarantee health security, the same conditions described above will be established for large groups.

ASSESSMENT METHODOLOGY

Mixed scenario

* In extraordinary calls, the student will be able to access the maximum grade by replacing the practical note with an alternative test (written and practical) on the exam.

METODOLOGY AND TRAINING ACTIVITIES

Non-classroom scenario

ASSESSMENT METHODOLOGY

Non-classroom scenario

* In extraordinary calls, the student will be able to access the maximum grade by replacing the practical note with an alternative test (written and practical) on the exam.

Institution in charge of data processing: Universidad de Jaén, Campus Las Lagunillas, s/n, 23071 Jaén

Data Protection Delegate: dpo@ujaen.es

Purpose: In accordance with the Universities Law and other national and regional regulations in force, carrying out exams and assessment tests corresponding to the courses students are registered in. In order to avoid frauds while sitting the exam, the exam will be answered using a videoconference system, being able the academic staff of the University of Jaén to compare and contrast the image of the person who is answering the exam with the student's photographic files. Likewise, in order to provide the exam with evidential content for revisions or claims, in accordance with current regulation frameworks, the exam will be recorded and stored.

Legitimacy: compliance with legal obligations (Universities Law) and other national and regional regulations currently in force.

Addressees: service providers who are the owners of the platforms where the exams are carried out and with whom the University of Jaén has signed the corresponding data access contracts.

Storage periods: those established in current in force regulations. In the specific case of exam videoconference recordings, not before the examination records and transcripts are closed or the exam can still be reviewed or challenged.

Rights: you can exercise your right of access, amendment, cancellation, opposition, suppression, limitation and portability by sending a letter to the postal or electronic address indicated above. In the event that you consider that your rights have been violated, you may submit a complaint to the Andalusian Council for Transparency and Data Protection www.ctpdandalucia.es

Person in charge: Universidad de Jaén, Paraje Las Lagunillas, s/n; Tel.953 212121; www.ujaen.es

Data protection delegate (DPO): TELEFÓNICA, S.A.U. ; Email: dpo@ujaen.es

Procedure aim: To manage proper recordings of teaching sessions with the aim of facilitating learning process under a multimodal and/or online teaching

Period for record storage: Images will be kept during legal term according to regulations in force

Legitimacy: Data will be managed according to legal regulations (Organic Law 6/2001, December 21, on Universities) and given consent provided by selecting corresponding box in legal admission documents

Data recipients (transfers or assignments): Any person allowed to get access to every teaching modality

Rights: You may exercise your rights of access, rectification, cancellation, portability, limitation of processing, deletion or, where appropriate, opposition. To exercise these rights, you must submit a written request to the Information, Registration and Electronic Administration Service of the University of Jaen at the address above, or by e-mail to the address above. You must specify which of these rights you are requesting to be satisfied and, at the same time, you must attach a photocopy of your ID card or equivalent identification document. In case you act through a representative, legal or voluntary, you must also provide a document that proves this representation and identification. Likewise, if you consider that your right to personal data protection has been violated, you may file a complaint with the Andalusian Data Protection and Transparency Council www.ctpdandalucia.es