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Màrqueting (4 Crèdits) Professor Titular Professor/s Ferran Blanch Colino Christopher Kennett - Christopher Kennett - Ferran Blanch Colino Olga Garcia Navarro Prerequisits recomanables   Aquesta assignatura no presenta cap prerequisit recomanable.   Corequisits   Aquesta assignatura no presenta cap corequisit.   Incompatibilitats   Aquesta assignatura no presenta cap incompatibilitat.   Coneixements previs     Descripció assignatura   Marketing is arguably the prime business function as all business organizations survive upon a foundation of sales, without which there can be no production or any other managerial activity. As a result an understanding of the concepts and role of marketing management is fundamental to any business course. This particular marketing management course provides students with an introduction to the role of marketing and the principles and problems involved in developing marketing programs. Students will be taken from an introduction to the role of marketing in the organization through the principle tools of marketing and finish the Course examining the ethical implications that marketing may have on the company. Through a wealth of cases, examples, and readings, we will examine how important role marketing plays in the modern day organization. Furthermore, we will have the opportunity to analyze how the function of marketing has evolved over time driven by factors such as the changing nature of the consumer, globalization, technology and socio-cultural factors. . While this course imparts the traditional concepts of managing the marketing mix with a balanced focus on the consumer and the competitor it also examines more innovative and often more aggressive promotional techniques such as guerilla and viral marketing. There will also be a comprehensive focus on the area of service marketing that has emerged as Western economies have moved away from manufacturing towards service dominated economies   Objectius i Coneixements   OBJECTIVES This course seeks to assist you in: • Developing a broad definition of marketing and the marketing concept o The evolution of marketing from the production to the selling and recent marketing concept • Understand the main threats and opportunities in the marketing environment o the technological, economic, competitive, political, demographic and cultural influences on the practice of marketing • Identifying, and assessing the role of consumer behaviour marketing o Identifying the changing role of the consumer o Assessing influences over the consumers purchasing decisions • Developing an awareness of the role of marketing research in making effective marketing decisions • Identifying the role of segmentation particularly in an environment when the customer is increasingly complex • Developing an awareness and understanding of the different tools of marketing often referred to as the marketing mix o Challenge the traditional 4 P’s model incorporating the concept of people, physical evidence and process • Identifying the ethical challenges associated with the application of the marketing programs • Understanding the basic contents and structure of a marketing plan Learning Outcomes Subject Specific Skills: On the completion of this module students will be able to: • Understand the marketing environment and trends influencing marketers. • Make marketing decisions in the context of general management. • Control the elements of the marketing mix—product policy, channels of distribution, communication, and pricing. • Understand the ethical aspects of the marketing process. • Be able to do a Marketing Plan Core Academic Skills: On the completion of this module students will be able to: • Independently critically apply and adapt marketing principles across a wide range of markets • Understand the function of marketing in the context of other functional areas within an organization • Understand the importance of extensive market research before deciding on a strategic direction   Continguts   AGENDA FOR THE SESSIONS: Classes are held on Monday, Wednesday and Friday from 11.10 to 12.30am. Attendance and Punctuality are a must. Students must come to class prepared and ready to actively participate. As a student it is also your responsibility to bring the relevant material (cases, readings etc) to class Week 1 Introduction to the Marketing Concept Welcome and Introduction to the Course Discussion of basic marketing concepts and course evaluation Week 2 Understanding the marketing environment Factors Influencing the marketing concept Case: How McCain responds to changes in the external environment Week 3 The role of marketing research in the marketing function Marketing Research techniques and strategies Case: First Direct: Using market research to re-launch a brand Week 4 Consumer Behaviour The buying decision process and factors influencing it Case: Week 5 Identifying Segments, Targeting and Positioning Segmenting the market effectively and positioning accordingly Case: Nivea Sun Care Week 6 Introducing the Marketing Mix The concept of the “4 P’s”, “7 P’s” or “5 c’s” Case: Ben Sherman UK Week 7 Product, Branding & Packaging Product attributes, building a brand and packaging Lab: Brasilia Project Week 8 Price & Pricing Strategies Deciding price and setting pricing strategies Case: Barcelona Gyms Week 9 Promotion Advertising, Public Relations, Sales Promotions & Direct Selling Case: Red Bull Week 10 Unconventional Marketing Strategies Guerilla Marketing, Product Placement & Ambushing Competition Case: Promoting the Blair Witch Project Week 11 Distribution Logistics, Retailing & Selling Direct to the Customer Case: Apple Stores Week 12 Service Marketing & Marketing Ethics Understanding the Service Marketing Mix. The Ethical Implications of Marketing in the 21st Century Case: Starbucks Coffee Week 13 Marketing Plan How to build a Marketing Plan. Case:   Metodologia   The learning experience is based on a range of teaching methods that seek to foster your understanding of the marketing function. The classes will be dynamic only if students come to class prepared and willing to contribute to class discussion. The class will draw on lectures which will concentrate on the principle marketing concepts, case studies that you will be required to do outside class time as well as in-class discussions. We will also draw on the vast array of multimedia sources such as videos, podcasts and blogs to supplement written material.   Avaluació   REQUIREMENTS, EXPECTATIONS AND ASSESSMENT PUNCTUALITY (respect for your time and that of others!) and active PARTICIPATION (of highest quality and building on the comments of your classmates) are two essential requirements for this course. ASSISTANCE is also compulsory. Your final grade consists of three parts: • Your active participation in the learning process through consistent attendance and contribution to class debate (50%) • Mid-term Examination (20%) • Final Exam (30%) Below are the evaluation criteria for each part: 1st) Class Participation: COME TO CLASS, ON TIME and PREPARED to take part in the case discussions and other activities. You will be assessed on the QUALITY of your comments and your ability to CONNECT with and build upon the comments made by your colleagues. 2d) Exams: You have to approve both exams or, if you didn’t reach the 5/10 in one of the two you have to compensate in the other to reach as an average the 5/10.   Criteris d'Avaluació     Bibliografia   In addition to the cases we will be discussing in class, you will be provided with a range of additional materials through the University intranet. You may also be requested to search for particular readings in the library databases. Required Textbook Principles of Marketing 13ed– Kotler & Armstrong – Prentice Hall Publishing (ISBN-10: 0136079415) • This textbook is used as the basic text for any marketing course • It is easy to use and includes many useful case studies highlighting the main marketing concepts This book is also available in MP3 format and can be bought on i-tunes.   Material complementari   Other sources: http://www.marcommwise.com – contains 80 plus free articles on marketing http://www.marketingpower.com – American Marketing Association Website http://www.marketingsherpa.com – practical guide to implementing marketing strategies htpp://www.fastcompany.com – the internet home of Fast Company Magazine featuring innovative ideas, people, and companies http://www.adage.com – information and insight into the advertising industry http://www.mplans.com – resources on marketing plans