- Graduates in the degrees of Business Administration, Economics, Labour Relations and Human Resources, and related degrees.
- Basic knowledge of economic and business aspects.
- Knowledge of foreign language, preferably English.
- It is recommended that the student has taken electives, itineraries or mentions related to the strategy of the company in their studies of Grade. For the University of Castilla-La Mancha it is recommended that you have completed the mention of Strategic Management and Marketing of the Degree in Business Administration and Management or the mention Human Resources Management of the Degree in Labour Relations and Resource Development Humans. For students in the group in English, a B2 level or equivalent in this language is required.
- To meet training needs in different areas of the Economy and Business Management: General Management, Human Resources and Marketing.
- Specialization of the graduates in Economics and Business Degrees.
- Adaptation of postgraduate courses to the structure of courses in the European Higher Education Area.
- Existence of Degree Study Plans closely connected to the curriculum of the University Master's Degree in Strategy and Marketing of the Company.
- External references: Libro Blanco del Grado en Economía y Empresa, Libro Blanco del Grado en Relaciones Laborales y Dirección de Recursos
Humans.
- Reports from Professional Associations and Colleges.
- Study plans of other universities.
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 adjust a marketing strategy to the general strategy of the company. | |
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. | |
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 | ||
Problem solving and/or case studies [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] | Other Methodologies | E13 E14 E15 E16 G02 G04 | 0.15 | 3.75 | N | N | ||
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 | ||
Progress test [ON-SITE] | Assessment tests | E13 E14 E15 E16 G01 G02 G03 G05 | 0.2 | 5 | Y | Y | ||
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 |
Progress Tests | 60.00% | 0.00% | The qualification obtained in the resolution of cases and/or the carrying out of work and practical activities during the course will be 60% of the final grade of the course (6 points). These points will be added up whenever the exam grade is equal or higher than 4 out of 10. |
Final test | 40.00% | 100.00% | The grade obtained in the final test will be a maximum of 40% of the final grade of the course (4 points). The students who do not pass at least 40% of the total exam, will not be able to compensate with the class activity and will go directly to the implementation of the extraordinary call. |
Self Evaluation and Co-evaluation | 0.00% | 0.00% | |
Total: | 100.00% | 100.00% |
Not related to the syllabus/contents | |
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Hours | hours |
Individual tutoring sessions [PRESENCIAL][Other Methodologies] | 6.25 |
Writing of reports or projects [AUTÓNOMA][Case Studies] | 60 |
Study and Exam Preparation [AUTÓNOMA][Self-study] | 18.75 |
Analysis of articles and reviews [AUTÓNOMA][Reading and Analysis of Reviews and Articles] | 18.75 |
Progress test [PRESENCIAL][Assessment tests] | 6.25 |
Unit 1 (de 3): Food Marketing | |
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Activities | Hours |
Class Attendance (theory) [PRESENCIAL][Lectures] | 7.5 |
Problem solving and/or case studies [PRESENCIAL][Case Studies] | 4 |
Workshops or seminars [PRESENCIAL][Competitive Games] | 3.5 |
Unit 2 (de 3): Tourism Marketing | |
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Activities | Hours |
Class Attendance (theory) [PRESENCIAL][Lectures] | 5 |
Problem solving and/or case studies [PRESENCIAL][Case Studies] | 2.5 |
Workshops or seminars [PRESENCIAL][Competitive Games] | 2.5 |
Unit 3 (de 3): Virtual Marketing | |
---|---|
Activities | Hours |
Class Attendance (theory) [PRESENCIAL][Lectures] | 7.5 |
Problem solving and/or case studies [PRESENCIAL][Case Studies] | 4 |
Workshops or seminars [PRESENCIAL][Competitive Games] | 3.5 |
Global activity | |
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Activities | hours |
Author(s) | Title | Book/Journal | Citv | Publishing house | ISBN | Year | Description | Link | Catálogo biblioteca |
---|---|---|---|---|---|---|---|---|---|
Bradley, N.y Blythe, J. | Demarketing | London | Routledge | 2013 | |||||
Disfani, Mantrala, Izquierdo-Yusta y Martinez-Ruiz | The impact of retail store format on the satisfaction-loyalty | 2017 | |||||||
Esteban, A. y Lorenzo, C. | Dirección comercial | Madrid | Esic | 978-84-7356-953-8 | 2013 | ||||
Esteban, A. y Mondéjar, J.A. | Fundamentos de marketing | Madrid | Esic | 978-84-7356-891-3 | 2013 | Fundamentos de Marketing ESIC Madrid 9788473568913 2013 | |||
Hernández, C. | Fundamentos del plan de marketing en Internet | CEP | 8468185620 | 2017 | |||||
Kotler, P. y otros | Marketing turístico | Madrid | Pearson | 978-84-8322-740-4 | 2011 | ||||
Rodríguez, I. | Marketing digital y comercio electrónico | Madrid | Pirámide y Esic | 978-84-368-3250-1 | 2014 | http://www.edicionespiramide.es/libro.php?id=3904133 | |||
Selman, H. | Marketing digital | IBUKKU | 1944278931 | 2017 | |||||
Wamae, T. | Digital Marketing. Search and Social Media Marketing | GRIN Verlag | 9783668605534 | 2018 |