Degree in Management of Business and Technology La Salle Campus Barcelona

Degree in Management of Business and Technology

Internationality, technology, innovation, creativity, entrepreneurship, values, and both people and team management are the keys to define this degree. Includes international stages.

Marketing Management

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Description
The objective of this course is to take practical approach to marketing. It gives the student the opportunity to practise on all marketing concepts and to develop them on a dynamic way. The Marketing Management course provides in-depth exposure to practical examples and applications about managerial decisions. These include the trade-off between the organization’s objectives and resources against needs and opportunities in the marketplace.
Type Subject
Tercer - Obligatoria
Semester
First
Course
2
Credits
4.00

Titular Professors

Emilio Robres Sitjà
Membre

Professors

Alexander Sitnikov
Emilio Robres Sitjà
Julia Cher
Previous Knowledge
Objectives

This course seeks to assist you in:
- Strategic overview: Developed a broad definition of strategic marketing and the marketing concepts
- Global: To identify implications of the marketing decisions in the different areas of the organization (accounting, finance, research and development, purchasing)
- To evaluate the effects of the marketing concept on the firm, consumers, and society.
- Strategic Marketing Plan (SMP): Understand and practice with the contents and structure of a Marketing Plan.
- Research Methodology: Understand the process of marketing research in making effective marketing decisions.
- Marketing Activities: Developing an awareness and understanding of the different marketing activities.
- The revolution of Marketing on-line: understand the main tools in depth.

Contents

Below you can find a tentative schedule subject to change:
Topic 1: Introduction to the Marketing Management
Topic 2: MIS (Marketing Information System)
Topic 3: Frame of Reference (In which market or markets it worth to be?). 1st Strategic Decision
Topic 4: Diagnostic (I) (Classical SWOT vs. Dynamic SWOT, a new way to evaluate where we are)
Topic 5: Diagnostic (II) (Key Performance Factors and Distinctive Competences & Strategic alternatives, how to choose the best one?)
Topic 6: Corporative & Growth Strategies
Topic 7: Segmentation Strategy
Topic 8: Value Proposition: Positioning Strategy
Topic 9: Value Proposition: Brand Strategy
Topic 10: New Strategic Trends
Topic 11: Wrap-up

Methodology

The learning experience is based on a range of teaching methods that seek to foster your understanding of the marketing function.

The class will draw on lectures that 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.

In addition, you will develop a real case per groups using all the concepts that we will discuss during the course. This real Strategic Marketing Plan (Marketing Challenge).

Evaluation

The course grade will be based on the following point breakdown:
Participation (20%)
Feedback of readings, assignments, exercises and cases (20%)
Midterm Examination or Mid-Term Presentation (10%)
Marketing Challenge (The Project) (50%)

Evaluation Criteria
Basic Bibliography

Recommended Textbook:

Market-driven Management. Jean-Jaques Lambin. Ed.Palgrave - Macmillan.

Marketing Management. 13th edition. Kotler & Keller. Person - Prentice Hall.

Additional Material