Guías Docentes Electrónicas
1. General information
Course:
STRATEGIC MARKETING
Code:
310073
Type:
CORE COURSE
ECTS credits:
6
Degree:
2303 - MASTER DEGREE PROGRAMME IN BUSINESS STRATEGY AND MARKETING
Academic year:
2021-22
Center:
Group(s):
10  20  40  30  41 
Year:
1
Duration:
First semester
Main language:
Spanish
Second language:
English
Use of additional languages:
English Friendly:
N
Web site:
Bilingual:
Y
Lecturer: JUAN JOSE BLAZQUEZ RESINO - Group(s): 41 
Building/Office
Department
Phone number
Email
Office hours
Facultad de Ciencias Sociales y Tecnologías de la Información/Despacho 2.15
ADMINISTRACIÓN DE EMPRESAS
926051650
juan.blazquez@uclm.es

Lecturer: MARIA CORDENTE RODRIGUEZ - Group(s): 30  41 
Building/Office
Department
Phone number
Email
Office hours
Facultad de Ciencias Sociales Cuenca/Despacho 3.01
ADMINISTRACIÓN DE EMPRESAS
969179100
maria.cordente@uclm.es

Lecturer: JUAN ANTONIO GARCIA MARTIN - Group(s): 40 
Building/Office
Department
Phone number
Email
Office hours
Facultad de Ciencias Sociales y Tecnologías de la Información/Despacho 2.3
ADMINISTRACIÓN DE EMPRESAS
926051651
juan.garcia@uclm.es

Lecturer: MIGUEL ANGEL GOMEZ BORJA - Group(s): 10 
Building/Office
Department
Phone number
Email
Office hours
D 1.13
ADMINISTRACIÓN DE EMPRESAS
2309
miguelangel.gborja@uclm.es

Lecturer: DAVID MARTIN-CONSUEGRA NAVARRO - Group(s): 20 
Building/Office
Department
Phone number
Email
Office hours
Facultad de Derecho y Ciencias Sociales. Módulo E. D 1.06
ADMINISTRACIÓN DE EMPRESAS
902204100 Ext.3545
david.martin@uclm.es

Lecturer: ANGEL MILLAN CAMPOS - Group(s): 20  40 
Building/Office
Department
Phone number
Email
Office hours
Facultad de Derecho y Ciencias Sociales. Módulo E. D 1.03
ADMINISTRACIÓN DE EMPRESAS
902204100 Ext.3597
angel.millan@uclm.es

2. Pre-Requisites

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.

3. Justification in the curriculum, relation to other subjects and to the profession

- 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.


4. Degree competences achieved in this course
Course competences
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
5. Objectives or Learning Outcomes
Course learning outcomes
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
6. Units / Contents
  • Unit 1: Customer Relationship Management (CRM).
  • Unit 2: International Marketing
  • Unit 3: Market segmentation
  • Unit 4: Positioning
7. Activities, Units/Modules and Methodology
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).

8. Evaluation criteria and Grading System
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%  
According to art. 4 of the UCLM Student Evaluation Regulations, it must be provided to students who cannot regularly attend face-to-face training activities the passing of the subject, having the right (art. 12.2) to be globally graded, in 2 annual calls per subject , an ordinary and an extraordinary one (evaluating 100% of the competences).

Evaluation criteria for the final exam:
  • Continuous assessment:
    Theoretical and practical exam related to the contents (theory and practice cases) learned during the course.

    Problem solving and practice cases will be evaluated according to the following criteria: analytical skills, application of concepts learned, synthesis capacity, writing and presentation. In addition, active involvement and participation during lecture class will be considered.

    The qualification of the course will be formed 50% by evaluations obtained according to integral evaluation systems (S05 and S07), and the remaining 50% by evaluations based on individual evaluation systems (S01 and S02).

    To obtain the qualification of problems and case studies the student must get at minimum 40% (4 over 10) in the qualification of the final test.
  • Non-continuous evaluation:
    The perfomance of the different evaluable activities/works will be facilitated to the student who cannot benefit from the continous evaluation/assesment system.

Specifications for the resit/retake exam:
The student will be evaluated of all competences associated to the different formative activities by means of a final exam whose structure and composition will be communicated in advance by professor.
Specifications for the second resit / retake exam:
Theoretical and practical exam.
9. Assignments, course calendar and important dates
Not related to the syllabus/contents
Hours hours

Unit 1 (de 4): Customer Relationship Management (CRM).
Activities Hours
Class Attendance (theory) [PRESENCIAL][Lectures] 5
Workshops or seminars [PRESENCIAL][Case Studies] 2.5

Unit 2 (de 4): International Marketing
Activities Hours
Class Attendance (theory) [PRESENCIAL][Lectures] 5
Workshops or seminars [PRESENCIAL][Case Studies] 2.5

Unit 3 (de 4): Market segmentation
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
Activities hours
10. Bibliography and Sources
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/  



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