Universidad de Jaén

CONTENTS 

SECTION 1º: FUNDAMENTALS OF MARKETING MANAGEMENT

THEME 1. NATURE AND SCOPE OF MARKETING

THEME 2. MARKETING MANAGEMENT IN ORGANIZATIONS

SECTION 2º: STRATEGIC MARKETING AND OLIVE OILS

THEME 3. MARKETING ENVIRONMENT IN THE OLIVE SECTOR

THEME 4. CONSUMER BEHAVIOUR

THEME 5. THE BULK MARKET OF OLIVE OIL

THEME 6. MARKET SEGMENTATION, SELECTION OF TARGET MARKET AND POSITIONING

SECTION 3º: OPERATIONAL MARKETING AND OLIVE OILS

THEME 7. PRODUCT DECISIONS

THEME 8. PRICE DECISIONS

THEME 9. DISTRIBUTION DECISIONS

THEME 10. COMMUNICATION DECISIONS

 THEME 11. E-COMMERCE. 

CONTENTS

SECTION 1º: FUNDAMENTALS OF MARKETING MANAGEMENT

THEME 1. NATURE AND SCOPE OF MARKETING

1.1. The dimensions of marketing.

1.2. Concept and evolution of marketing as a function.

1.3. The approaches in marketing management.

THEME 2. MARKETING MANAGEMENT IN ORGANIZATIONS

2.1. The marketing system in the company.

2.2. The marketing management in the company.

2.2.1. Strategic marketing.

2.2.2. Operational marketing.

2.3. The strategic marketing planning.

SECTION 2º: STRATEGIC MARKETING AND OLIVE OILS

THEME 3. MARKETING ENVIRONMENT IN THE OLIVE SECTOR

3.1. Introduction.

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

3.3. Olive-growing: situation and prospects.

 3.4. Objectives and strategies in the olive sector.

3.5. CAP and olive oils.

   THEME 4. CONSUMER BEHAVIOUR

4.1. Determinant models and factors in food consumer. 

4.2. Key in consumer behavior olive oils: knowledge, involvement and market effects.

   THEME 5.  THE BULK MARKET OLIVE OIL

5.1. Descriptive analysis. General characteristics. 

5.2. Structural factors.

5.3. Market dynamics and basic indicators.

THEME 6. MARKET SEGMENTATION, SELECTION OF TARGET MARKET AND POSITIONING

6.1. The segmentation process and the identification of target market.

6.2. Criteria and techniques of market segmentation.

6.2.1. Spanish market segmentation of edible vegetable oils.

6.3. Selection of target markets.

6.3.1. Estimation of market demand.

6.3.2. Competitive analysis.

7.4. Positioning.

SECTION 3º: OPERATIONAL MARKETING AND OLIVE OILS

   THEME 7. PRODUCT DECISIONS

7.1. The product concept as set of attributes

7.2. The differentiation and its tools

7.3. Decisions on packaging and labeling

7.4. The brand management.

   THEME 8. PRICE DECISIONS

8.1. Procedure of fixing prices

8.2. Pricing strategies of sale.

   THEME 9. DISTRIBUTION DECISIONS

9.1. Decisions on distribution channel.

9.2. How can I get my distributor to buy the product?

9.3. The brand of the distributor.

   THEME 10. COMMUNICATION DECISIONS

10.1. Commercial communication. The integrated marketing comunication. 

10.2. The comunication mix.

10.2.1. Advertising. 

10.2.2. Promotion.

10.2.3. Public relations.

10.2.5. Personal selling. 

THEME 11. E-COMMERCE.

11.1. Use of the internet in the olive oil sector. The website.

11.2. Social networks.

11.3. Electronic markets.

All directed training activities will be developed through the virtual teaching platform: lectures - master classes, theory and general examples, conferences and virtual technical visits - practical classes and exercise resolution and collective and individual tutorials - supervision of directed work, clarification of doubts and comments on individual work.

Both synchronous and asynchronous resources will be used through the Virtual Teaching and IT services of the University of Jaén, such as communication elements -forums, chat room, e-mail, etc.- videos and mini-videos, virtual visits to companies, videoconferences, conferences, and content of the ILIAS platform.

The tutorials (synchronous and asynchronous) will be attended by e-mail, videoconferences and through forums.

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

he evaluation system is based on three pillars. Firstly, in the understanding of the theoretical concepts of the subjects dealt with in the course, through the virtual activities designed and programmed for this purpose. Secondly, in the quality of the work, cases and exercises proposed in the virtual teaching platform. And, thirdly, in the active and committed participation of students in the development of the activities programmed in the course. As virtual teaching is 100%, the methodological tools to evaluate students are those included in the section on Methodology and Activities. In order to evaluate the degree and quality of student participation, the teaching staff will specify what this participation will consist of. In order to evaluate the acquisition of the theoretical concepts of the subject, a written test will be carried out on line. Finally, in order to evaluate the performance of assignments, cases and exercises, tasks will be designed and the way to evaluate them will be explained.

With the evaluation system of the written test, the learning results R45, R46, R47 and R48 are evaluated.

With the practical exercises the learning outcomes R45 and R48 are evaluated.

In any case, the evaluation will be governed by the provisions of the Regulations on Academic Regime and Student Evaluation. More specifically, in the extraordinary calls, it will be guaranteed that the students can pass the subject, and if necessary, obtain the maximum mark, through the correct performance of the evaluation tests foreseen for these calls in the teaching guide. In this sense, in extraordinary calls, a single written test will be taken on line which will contain questions that will allow the evaluation of the three pillars on which the evaluation system rests.

This course will be taught in Virtual Teaching, as stated in the RUCT Report.

This course will be taught in Virtual Teaching, as stated in the RUCT Report.

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