Universidad de Jaén

THEME 1. VALUE CREATION

1.1. RELATIONSHIP MARKETING

1.2. MARKET ORIENTATION

1.3. EXPERIENTIAL MARKETING

THEME 2. CONSUMER BEHAVIOUR

2.1. AN OVERVIEW

2.2. INFLUENCE OF EXTERNAL AND INTERNAL FACTORS

2.3. PURCHASE DECISION PROCESS

2.4. ATTITUDE IN PREDICTING CONSUMER BEHAVIOUR

2.5. THEORY OF PLANNED BEHAVIOUR

2.6. PROBABILITY OF ELABORATION MODEL

THEME 3. SEGMENTATION AND STRATEGIC POSITIONING

3.1. CONCEPT AND LEVELS OF SEGMENTATION

3.2. SEGMENTATION CRITERIA

3.3. SEGMENTATION METHODS

3.4. DESCRIPTION OF SEGMENTS AND SELECTION OF TARGET MARKET

3.5. POSITIONING: CONCEPT, PROCESS AND STRATEGIES

3.6. REPOSITIONING

3.7. IMMUTABLE LAWS OF MARKETING

For the development of this subject, both expository and interactive or inquiry methodology will be used. Specifically, the lecture will be used to develop the fundamental concepts of the subject, as well as to clarify and answer any doubts raised by the students. This method will also be complemented with other methods such as text readings, debates, practical work and case studies, seminars to study specific topics in depth, and lectures given by professionals specialising in this field. This combination of methodologies will allow students to acquire knowledge in a reflective, participatory way, helping them to adopt critical thinking.

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 of the course will consist of a written exam of a theoretical-practical nature, as well as the development and resolution of practical work and cases.

The face-to-face classes are of a practical and compulsory nature.

According to the Regulations of academic regime and evaluation of the students of the University of Jaén (approved by the Governing Council no. 33, 21/11/2013 in its article 18 point 4), to be eligible for both the ordinary and extraordinary call is necessary to have attended at least 80% of the classroom sessions of the subject.

Therefore, if the student has not attended at least 80% of the face-to-face sessions of the subject, he/she will not be able to sit for either the ordinary or the extraordinary exam.

MULTIMODAL OR MIXED SCENARIO

METHODOLOGY AND TRAINING ACTIVITIES

NON-ATTENDANCE SCENARIO

METHODOLOGY AND TRAINING ACTIVITIES

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