It is recommended that the student has completed university studies related to Business Management.
For students in the English course (group) it is advisable to accredit an intermediate level (B2) in this language.
- To meet training needs in Econmy, Business Management, Human Resources and Marketing.
- Specialization in Economy and Business degress.
- Adaptation to European Higher Education Area.
- Higher Education degrees/plans related to Business, Strategic Management and Marketing.
- Reports from profesional associations.
- Other universties Study Programmes/Curriculum.
Course competences | |
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Code | Description |
E01 | Ability to understand the general management approach and how decisions taken influence the competitiveness of the company. |
E02 | Ability to understand the strategic management system of the company, with particular attention to the interrelationship between decisions corresponding to the levels of corporate and competitive analysis. |
E03 | Ability to study the implications for the company's general management of acting in a global, intercultural and dynamic environment. |
E05 | Ability to consider external and internal approaches to business competitiveness, balancing the factors of adaptation of the company to its environment and of internal organisational integration. |
E13 | Ability to understand the concepts, processes and tools of strategic planning in marketing. |
E14 | Ability to understand the integration of the main marketing decisions in the company's strategy. |
E15 | Ability to determine the business conditions faced by a company in specific sectors, such as industry or services. |
E16 | Ability to identify the decisions that a company must make in the marketing strategy to adapt to different conditions in industry or service sectors. |
G01 | Capacity for analysis and synthesis of specialized literature in order to interpret it from a critical perspective. |
G02 | Oral communication skills in Spanish and English for the presentation of projects, as well as the defense of reports, communications to congresses and scientific meetings. |
G03 | Written communication skills in Spanish and English for the writing of projects, as well as the defense of reports, communications to congresses and scientific meetings. |
G04 | Ability to use information and communication technologies (ICT) for information search purposes, with special emphasis on the use of databases, electronic journals and statistical applications. |
G05 | Ability to work as a team in groups, and to cooperate in the implementation of projects, working papers, communications and scientific articles. |
G07 | Ability to understand the ethical responsibility and professional deontology of the activity of senior decision makers in the field of strategy, including aspects such as the recognition of human rights or gender issues |
G08 | Ability for continuous, self-directed and autonomous learning at project level. |
G09 | Ability to develop an innovative and creative attitude applied to the solution of strategic and research problems |
Course learning outcomes | |
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Description | |
To understand strategic marketing from a perspective of integration of the marketing function into the overall company strategy. | |
To design changes in a marketing strategy to deal with changes in the company's general strategy. | |
To determine the presence of universalistic, contingent or configurational relationships between the marketing strategy and the general strategy of the company. | |
To identify contingencies to the marketing strategy coming from the participation of the company in specific sector environments. | |
To select the optimal internal organization for the marketing function so it fulfills its strategic role. | |
To adjust a marketing strategy to the general strategy of the company. | |
Additional outcomes | |
Description | |
Training Activity | Methodology | Related Competences (only degrees before RD 822/2021) | ECTS | Hours | As | Com | Description | |
Class Attendance (theory) [ON-SITE] | Lectures | E01 E02 E03 E05 E13 E14 E15 E16 G07 G09 | 0.5 | 12.5 | N | N | ||
Workshops or seminars [ON-SITE] | Case Studies | E13 E14 E15 E16 G01 G02 G05 G09 | 1 | 25 | N | N | ||
Workshops or seminars [ON-SITE] | Competitive Games | E13 E14 E15 E16 G02 G05 G09 | 0.15 | 3.75 | N | N | ||
Individual tutoring sessions [ON-SITE] | Online Forums | E13 E14 E15 E16 G02 G04 | 0.15 | 3.75 | N | N | ||
Progress test [ON-SITE] | Assessment tests | E13 E14 E15 E16 G01 G02 G03 G05 | 0.2 | 5 | Y | Y | ||
Writing of reports or projects [OFF-SITE] | Case Studies | E01 E02 E03 E05 E13 E14 E15 E16 G01 G02 G03 G05 G07 G08 G09 | 2 | 50 | Y | N | ||
Study and Exam Preparation [OFF-SITE] | Self-study | E13 E14 E15 E16 G03 G05 | 1 | 25 | N | N | ||
Analysis of articles and reviews [OFF-SITE] | Reading and Analysis of Reviews and Articles | E01 E02 E03 E05 G01 G07 G08 G09 | 1 | 25 | N | N | ||
Total: | 6 | 150 | ||||||
Total credits of in-class work: 2 | Total class time hours: 50 | |||||||
Total credits of out of class work: 4 | Total hours of out of class work: 100 |
As: Assessable training activity Com: Training activity of compulsory overcoming (It will be essential to overcome both continuous and non-continuous assessment).
Evaluation System | Continuous assessment | Non-continuous evaluation * | Description |
Assessment of problem solving and/or case studies | 60.00% | 0.00% | Problem solving and cases studies |
Final test | 40.00% | 100.00% | Theoretical and practical exam |
Total: | 100.00% | 100.00% |
Not related to the syllabus/contents | |
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Hours | hours |
Unit 1 (de 4): Customer Relationship Management (CRM). | |
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Activities | Hours |
Class Attendance (theory) [PRESENCIAL][Lectures] | 5 |
Workshops or seminars [PRESENCIAL][Case Studies] | 2.5 |
Unit 2 (de 4): International Marketing | |
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Activities | Hours |
Class Attendance (theory) [PRESENCIAL][Lectures] | 5 |
Workshops or seminars [PRESENCIAL][Case Studies] | 2.5 |
Unit 3 (de 4): Market segmentation | |
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Activities | Hours |
Class Attendance (theory) [PRESENCIAL][Lectures] | 5 |
Workshops or seminars [PRESENCIAL][Case Studies] | 2.5 |
Unit 4 (de 4): Positioning | |
---|---|
Activities | Hours |
Class Attendance (theory) [PRESENCIAL][Lectures] | 5 |
Workshops or seminars [PRESENCIAL][Case Studies] | 2.5 |
Global activity | |
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Activities | hours |
Author(s) | Title | Book/Journal | Citv | Publishing house | ISBN | Year | Description | Link | Catálogo biblioteca |
---|---|---|---|---|---|---|---|---|---|
Cateora, P.R.; Gilly, M.C. and Graham, J. | International Marketing | Nueva York | McGraw-Hill/Irwin | 9780073529943 | 2011 | ||||
Chernev, A. | Strategic Marketing Management | New York | Pearson | 978-1936572199 | 2014 | ||||
Gummenson, E. | Total Relationship Marketing | Oxford | Butterworth-Heinemann | 0750654074 | 2008 | ||||
Keegan, W.J. and Green, M.C. | Global Marketing | Nueva York | Prentice-Hall | 9780132719155 | 2012 | ||||
Kotler, P. and Armstrong, G. | Principles of Marketing | New York | Pearson | 978-1-292-22017-8 | 2018 | ||||
McDonald, M. and Dunbar, I. | Market Segmentation | Oxford | Butterworth-Heinemann | 9780750659819 | 2004 | ||||
Ries, A. and Rivkin, S. | Repositioning | Nueva York | McGraw-Hill | 9780071635592 | 2010 | http://www.troutandpartners.com/ |