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Syllabus 2021-22 - 11111003 - Fundamentals of Marketing (Fundamentos de marketing)
- 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 |
| NAME: Fundamentals of Marketing | |||||
| CODE: 11111003 (*) | ACADEMIC YEAR: 2021-22 | ||||
| LANGUAGE: English | LEVEL: 3 | ||||
| ECTS CREDITS: 6.0 | YEAR: 1 | SEMESTER: SC | |||
| 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 | |
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
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
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.
- 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)
SCENARIO 1: Blended learning scenario (Groups with a number of students above the limited classroom capacity)
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Teaching methodology and training activities
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|
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
|
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* 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. |
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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. |
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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