Universidad de Jaén

PART I: MARKETING DEFINITION AND PROCESS

LESSON 1. NATURE AND SCOPE OF MARKETING

1.1. What is not marketing?

1.2. The marketing dimensions

1.3. Exchange as the dominant paradigm and the central element of marketing

1.4. Approaches in marketing management

1.5. The evolution of marketing as a function and a scientific discipline

1.6. New trends in marketing: neuromarketing, sensory and experiential marketing, geomarketing, etc.

LESSON 2. MARKETING MANAGEMENT IN ORGANIZATIONS

2.1. The marketing system in organizations

2.2. Marketing management: strategic marketing and operational marketing

2.3. Strategic marketing planning

2.4. Marketing and society. Sustainable marketing: ethics and social responsibility

PART II: UNDERSTANDING THE MARKET AND THE NEEDS OF CUSTOMERS. ANALYSIS OF MARKETING OPPORTUNITIES AND DESIGN OF A MARKETING STRATEGY

LESSON 3. THE MARKET AND ITS ENVIRONMENT

3.1. Concept and classification of the market

3.2. The marketing environment: macro-environment and micro-environment

3.3. Global marketing

LESSON 4. CONSUMER BEHAVIOR

4.1. Models of consumer behavior

4.2. External and internal factors that influence consumer behavior

4.3. The purchase decision process

4.4. Purchasing behavior of organizations

LESSON 5. MARKETS SEGMENTATION, TARGET MARKET DELIMITATION AND SELECTION, AND POSITIONING

5.1. Market segmentation

5.2. Delimitation of the target market

5.3. Selection of the target market

5.4. Differentiation, positioning and repositioning

PART III: THE VARIABLES OF MARKETING MIX

LESSON 6. PRODUCT, PRICE, DISTRIBUTION AND COMMUNICATION

6.1. Product: product concept, product classification and product components

6.2. The price as a marketing tool

6.3. Commercial distribution and distribution channel. Functions developed by intermediaries. The disintermediation processes. Marketing logistics

6.4. Communication: the communication process and the influence aspects, integrated marketing communications (IMC) and the communication mix

6.5. Online marketing

The course will be taught through lectures and practice in smaller groups, where discussion of cases and debates will take place.

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.

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

The evaluation system of the course is composed of two parts:

1) A final written exam, in which the students have questions of a theoretical and practical nature. It weights the 70% of the final assessment.

2) A set of tasks (resolution of practical cases, participation in debates, exhibitions, etc.) that, individually or in a group, the students have to perform. It weights the 30% of the final assessment.

To pass the course, the students must obtain at least 50% of the score related to the written exam test (Part 1). Once they have obtained 50% or more in this part, the sum reached in the rest of the scoring activities (Part 2) will be added to the result in Part 1. The total score of the sum of both parts has to be as a minimum of 5 points out of 10 in order to pass the course.

In the extraordinary call, it is guaranteed that students can pass the course and obtain the highest grade.

1.  teaching methodology and training activities

1 Blended learning scenario

( Groups with a number of students above the limited classroom capacity)

2 Blended learning scenario

(Groups with a number of students below the limited classroom capacity)

2- EVALUATION SYSTEM

Evaluation in a blended learning scenario

Ordinary call

Extraordinary call

3.- RESOURCES

• In the case of blended learning scenario, the classes will be held in the classroom depending of the size of the group, the capacity can be limited to 25%-50% according to the indications of the Centre. In that case, the groups will rotate weekly and those who are not in the classroom will be able to follow the class broadcasted synchronously, as indicated by the Rectorate.
• In the distance learning scenario, the classes will be held through videoconference synchronously.

In both cases, the virtual learning platform will be used for:

- Providing the slides of the presentations and other teaching material.

- To perform the tasks needed for the continuous assessment and the final exam, if it cannot be carried out in person.

- A forum will be created to help the learning process of the students; there they can share their doubts and queries.

- Mailing to participants with all the information they need to know.

The students will be able to use the University of Jaén's library to use the recommended bibliography in the teaching guide.

 1.  teaching methodology and training activities

Distance learning scenario

2- EVALUATION SYSTEM

Evaluation in a distance learning scenario.

Ordinary call

Extraordinary call

3.- RESOURCES

• In the case of blended learning scenario, the classes will be held in the classroom depending of the size of the group, the capacity can be limited to 25%-50% according to the indications of the Centre. In that case, the groups will rotate weekly and those who are not in the classroom will be able to follow the class broadcasted synchronously, as indicated by the Rectorate.
• In the distance learning scenario, the classes will be held through videoconference synchronously.

In both cases, the virtual learning platform will be used for:

- Providing the slides of the presentations and other teaching material.

- To perform the tasks needed for the continuous assessment and the final exam, if it cannot be carried out in person.

- A forum will be created to help the learning process of the students; there they can share their doubts and queries.

- Mailing to participants with all the information they need to know.

The students will be able to use the University of Jaén's library to use the recommended bibliography in the teaching guide.

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