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Syllabus 2020-21 - 11812022 - Marketing Management 3 (Dirección de marketing III)
- 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: | 2020-21 |
| COURSE: | Marketing Management 3 |
| NAME: Marketing Management 3 | |||||
| CODE: 11812022 | ACADEMIC YEAR: 2020-21 | ||||
| LANGUAGE: English | LEVEL: 3 | ||||
| ECTS CREDITS: 6.0 | YEAR: 4 | SEMESTER: SC | |||
| NAME: GUTIÉRREZ SALCEDO, MARÍA | ||
| DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA | ||
| FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS | ||
| OFFICE NO.: D3 - 122 | E-MAIL: msalcedo@ujaen.es | P: 953213371 |
| WEBSITE: - | ||
| ORCID: https://orcid.org/0000-0002-8874-8069 | ||
| LANGUAGE: - | LEVEL: 3 | |
| NAME: YABLONSKIY, SERGEY | ||
| DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA | ||
| FIELD OF STUDY: 650 - ORGANIZACIÓN DE EMPRESAS | ||
| OFFICE NO.: - | E-MAIL: - | P: - |
| WEBSITE: - | ||
| ORCID: - | ||
| LANGUAGE: - | LEVEL: 3 | |
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.
M-02 Presentation of theory and general examples
M-05 Practical activities
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
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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. |
- Distribution channels:understanding and managing channels to markets. Edition: second . Author: Dent, Julian. Publisher: Kogan Page
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Teaching methodology and training activities |
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Training activities |
Format (face-to-face/online) |
Teaching methodology |
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M-02 Presentation of theory and general examples |
On-site at 25-50%. |
Development of 45 sessions of participatory master classes, of one hour duration each, held in the classroom and transmitted by videoconference to the rest of the group. Periodic rotation of students. |
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M-05 Practical activities |
On-site at 25-50%. |
Development of 15 practical sessions, one hour long each, carried out in the classroom and transmitted by videoconference to the rest of the group. Periodic rotation of students. |
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Evaluation system |
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Evaluation test |
Format (face-to-face/online synchronous or asynchronous) |
Description |
Percentage |
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Written, theoretical and practical exam |
100% synchronous attendance |
Mastery of the theoretical and practical concepts of the subject |
50% |
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Works, cases and practical exercises |
Online asynchronous 100%. |
Correct resolution of case studies, exercises and discussion of results |
50% |
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Resources |
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Teaching methodology and training activities |
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Training activities |
Format (face-to-face/online) |
Teaching methodology |
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M-02 Presentation of theory and general examples |
Non-presential |
Replacement of the 45 sessions of participatory master classes with sessions conducted by videoconference (synchronous) and explanatory videos (asynchronous). |
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M-05 Practical activities |
Non-presential |
Replacement of the 15 practical sessions by asynchronous online training activities. |
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Evaluation system |
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Evaluation test |
Format (face-to-face/online synchronous or asynchronous) |
Description |
Percentage |
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Written, theoretical and practical exam |
Online synchronous online 100% |
Mastery of the theoretical and practical concepts of the subject |
50% |
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Works, cases and practical exercises |
Online asynchronous 100%. |
Correct resolution of case studies, exercises and discussion of results |
50% |
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Resources |
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Data protection delegate (DPO): TELEFÓNICA, S.A.U. ; Email: dpo@ujaen.es
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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