Marketing

Recommended Prerequisites

Not applicable.

Teaching Methods

The teaching methodologies used in this course involve exposition of contents, the development and presentation of assignments based on a true case, and the resolution of a number of exercises.

Learning Outcomes

Contributions to the Management degree’s ILOs: ILO 1-60%; ILO 3-30%; ILO 5–10%). Students should develop decision-making skills in marketing, including the formulation and implementation of strategies, as well as an understanding of the marketing environment: analyze competition, consumers, and the macro-environment, in addition to defining target segments, positioning, and strategies for product, pricing, distribution, and communication. The focus is on market-centered strategic planning. Learning follows a systemic and multidisciplinary approach, highlighting the importance of considering economic, legislative, and other factors in decision-making. The ability to interpret problems, make decisions in uncertain contexts, and assume ethical and social responsibilities is also emphasized. The course further promotes soft skills and entrepreneurial competencies, preparing students for dynamic environments and providing a solid foundation for future specializations.

Work Placement(s)

No

Syllabus

In order to achieve the objectives of the course, the program begins by providing a framework for the role of marketing within an organization. Subsequently, the programme approaches the analysis of the external environment and the major decisions to be taken in the context of marketing strategy. Finally, we conclude the program with the role of marketing planning, focusing attention on the marketing plan.

1. Marketing and market-Driven Strategy

2. Markets and Competitive Space

3. Strategic Market Segmentation

4. Market Targeting and Strategic Positioning

5. Innovation and New Product Strategy

6. Strategic Brand Management

7. Value Chain Strategy

8. Pricing Strategy

9. Promotion strategy: Sales promotion, Advertising, Sales Force, Public relations, Merchandising, and Direct Marketing Strategies

10. Marketing Plan.

Assessment Methods

Assessment
Periodic or by final exam as given in the course information : 100.0%

Bibliography

Philip Kotler, Kevin Lane Keller, Alexander Chernev. 2021. Marketing Management, 16th ed./Global ed., Boston: Pearson.