Universidad de Jaén

Menú local

Syllabus 2021-22 - 11111003 - Fundamentals of Marketing (Fundamentos de marketing)

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: Grado en Administración y dirección de empresas (11111003)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES
DEGREE: Doble Grado en Administración y dirección de empresas y Finanzas y contabil (11911003)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES
DEGREE: Grado en Administración y dirección de empresas (11121003)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES
DEGREE: Grado en Finanzas y contabilidad (11311003)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES
DEGREE: Grado en Estadística y empresa (11711006)
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES
ACADEMIC YEAR: 2021-22
COURSE: Fundamentals of Marketing
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Fundamentals of Marketing
CODE: 11111003 (*) ACADEMIC YEAR: 2021-22
LANGUAGE: English LEVEL: 3
ECTS CREDITS: 6.0 YEAR: 1 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: -
ORCID: https://orcid.org/0000-0003-3934-9480
LANGUAGE: - LEVEL: 1
NAME: BARREDA TARRAZONA, RAQUEL
DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA
FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS
OFFICE NO.: D3 - 124 E-MAIL: rbarreda@ujaen.es P: 953212998
WEBSITE: -
ORCID: https://orcid.org/0000-0002-6971-6213
LANGUAGE: - LEVEL: 3
NAME: CARRILLO LABELLA, ROCÍO
DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA
FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS
OFFICE NO.: D3 - D-3 176 E-MAIL: rlabella@ujaen.es P: 953212040
WEBSITE: rlabella@ujaen.es
ORCID: https://orcid.org/0000-0003-0563-1656
LANGUAGE: - LEVEL: 1
3. CONTENT DESCRIPTION

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

 

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

4. COURSE DESCRIPTION AND TEACHING METHODOLOGY

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

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

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 will be guaranteed that students who, for justified reasons, have not been able to follow the continuous assessment can pass the course and, where appropriate, obtain the highest grade, by correctly completing the assessment tests necessary to pass both the theoretical and practical content. 

6. BOOKLIST
MAIN BOOKLIST:
  • Principles of Marketing. Edition: -. Author: Calvo Porral, Cristina. Publisher: ESIC Editorial  (Library)
  • Principles of marketing [electronic resource] S.A. Sherlekar, K. Nirmala Prasad, S.J. Salvadore Victor.. Edition: Rev. ed.. Author: Sherlekar, S. A.. Publisher: Himalaya Pub. House  (Library)
  • Principles of marketing. Edition: 17. Author: Kotler, Philip and Armstrong, Gary. Publisher: Pearson Prentice Hall  (Library)
  • Fundamentals of marketing Miguel Santesmases Mestre...[et al.] ; [translation, Oscar Louis Cruz]. Edition: -. Author: Santesmases Mestre, Miguel, coaut. Publisher: Pirámide  (Library)
  • Fundamentals of marketing Marilyn A. Stone and John Desmond ; with a contribution by J.B. (Ian) McCall. Edition: -. Author: Stone, Marilyn A.. Publisher: Routledge,  (Library)
7. VIRTUAL / CLASSROOM TEACHING SCENARIO

SCENARIO 1: Blended learning scenario (Groups with a number of students above the limited classroom capacity)

 

Teaching methodology and training activities

 

Training activities

Format (ace-to-face/online)

Teaching methodology description

45 Theory sessions on the contents of the syllabus

Face-to-face 25%-50%

45 Face-to-face sessions of participatory master classes, lasting one hour each, held in the classroom and broadcast by videoconference to the rest of the group. Periodic rotation of students.

15 Problem solving or exercises sessions

Face-to-face 25%-50%

15 Face-to-face sessions, lasting one hour each. Held in the classroom and broadcast by videoconference to the rest of the group. Periodic rotation of students. The resolution of problems and exercises favours the capacity of analysis and synthesis by solving projects in small groups.

Tutorials

Face to face+ Online

Face-to-face + Online Tutorials. Some tutorial sessions will be conducted face-to-face and others online.

 

 

SCENARIO 2: Blended learning scenario (Group with number of students below the limited classroom capacity)

 

Teaching methodology and training activities

 

Training activities

Format (in-person/online)

Teaching methodology

45 Theory sessions on the contents of the syllabus

Face-to-face (100%)

45 Face-to-face sessions of participatory master classes, lasting one hour each, held in the classroom.

15 Problem solving or exercises sessions

Face-to-face (100%)

15 Face-to-face sessions, lasting one hour each. Held in the classroom. The resolution of problems and exercises favours the capacity of analysis and synthesis by solving projects in small groups.

Tutorials

Face-to-face + Online

Face-to-face + Online Tutorials.

Some tutorial sessions will be conducted face-to-face and others online.

 

Evaluation system

(ordinary call)

Evaluation test

Format (face-to-face/online synchronous or asynchronous)

Description

Percentaje

Continuous assessment

Online (synchronous and asynchronous)

A set of tasks (resolution of practical cases, participation in debates, exhibitions, etc.) that, individually or in a group, the students have to perform and deliver in the virtual learning platform.

50%

Final exam

Face-to-face or online (synchronous)

A final written exam, in which the students have questions of a theoretical and practical nature. It can be online and recorded with image and sound (in the case of a group of students above the limited classroom capacity).

50%

 

Evaluation system

(extraordinary call)

Evaluation test

Format (face-to-face/online)

Description

Percentaje

Final exam

Face-to-face or online (synchronous)

A final written exam, in which the students have questions of a theoretical and practical nature. It can be online and recorded with image and sound (in the case of a group of students above the limited classroom capacity).

100%

 

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.

 

 

8. VIRTUAL TEACHING SCENARIO

Virtual Teaching Scenario

 

Teaching methodology and training activities

 

Training activities

Format (face-to-face/online)

Teaching methodology description

45 Theory sessions on the contents of the syllabus

Online

45 Synchronous online sessions of participatory master classes, lasting one hour each, held in the classroom.

15 Problem solving or exercises sessions

Online

15 Synchronous online sessions, lasting one hour each.

Tutorials

Online

Online tutorials

 

Evaluation system

(ordinary call)

Evaluation test

Format (in person/online synchronous or asynchronous)

Description

Percentaje

Continuous assessment

Online (synchronous or asynchronous)

A set of tasks (resolution of practical cases, participation in debates, exhibitions, etc.) that, individually or in a group, the students have to perform and deliver in the virtual learning platform.

50%

Final exam

Online (synchronous)

A final written exam, in which the students have questions of a theoretical and practical nature. It will be online and recorded with image and sound.

50%

 

Evaluation system

(extraordinary call)

Evaluation test

Format (in person/online synchronous or asynchronous)

Description

Percentaje

Final exam

Online (synchronous)

A final written exam, in which the students have questions of a theoretical and practical nature. It will be online and recorded with image and sound.

100%

 

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.

 

 

DATA PROTECTION CLAUSE (on line exams)

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

CLASS RECORDING CLAUSE PERSONAL DATA PROTECTION

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