Guías Docentes Electrónicas
1. General information
Course:
MARKETING STRATEGIES IN SPECIFIC CONTEXTS
Code:
310074
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 quarter
Main language:
Spanish
Second language:
English
Use of additional languages:
English Friendly:
N
Web site:
Bilingual:
Y
Lecturer: JUAN JOSE BLAZQUEZ RESINO - Group(s): 20  40 
Building/Office
Department
Phone number
Email
Office hours
Facultad de Ciencias Sociales. Despacho 2.15
ADMINISTRACIÓN DE EMPRESAS
925721010, Ext. 5652
juan.blazquez@uclm.es

Lecturer: ROCIO CARRANZA VALLEJO - Group(s): 20  40 
Building/Office
Department
Phone number
Email
Office hours
Módulo E/1.07
ADMINISTRACIÓN DE EMPRESAS
902204100
Rocio.Carranza@uclm.es

Lecturer: LETICIA DEL POZO RUIZ - Group(s): 10 
Building/Office
Department
Phone number
Email
Office hours
1.12
ADMINISTRACIÓN DE EMPRESAS
2170
Leticia.Pozo@uclm.es

Lecturer: MARIA DEL MAR GOMEZ RICO - Group(s): 20  40  41 
Building/Office
Department
Phone number
Email
Office hours
Facultad de CC. Jurídicas y Sociales D. 2.06
ADMINISTRACIÓN DE EMPRESAS
925268800 Ext. 5176
mariamar.gomez@uclm.es

Lecturer: MARIA DEL PILAR MARTINEZ RUIZ - Group(s): 10  41 
Building/Office
Department
Phone number
Email
Office hours
Facultad de Ciencias Económicas y Empresariales
ADMINISTRACIÓN DE EMPRESAS
967599200 ext. 2371
mariapilar.martinez@uclm.es

Lecturer: JUAN ANTONIO MONDEJAR JIMENEZ - Group(s): 30  41 
Building/Office
Department
Phone number
Email
Office hours
Facultad de Ciencias Sociales de Cuenca (Edificio Cardenal Gil de Albornoz) Despacho 3.3
ADMINISTRACIÓN DE EMPRESAS
902204100 Ext. 4242
juanantonio.mondejar@uclm.es

2. Pre-Requisites

- 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.

 

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

- 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.


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: Food Marketing
  • Unit 2: Tourism Marketing
  • Unit 3: Virtual Marketing
7. Activities, Units/Modules and Methodology
Training Activity Methodology Related Competences 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
Scientific paper reading and review [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).

8. Evaluation criteria and Grading System
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%  
According to art. 6 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. 13.2) 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-practical examination related to the contents and concepts exposed, according to the theory and cases raised in the classes.
    - The evaluation of the cases will be carried out according to the following criteria: capacity of analysis, application of the concepts learned, synthesis, writing and presentation. Likewise, the evaluation of other activities will be taken into account according to the degree of active participation in the classroom.
  • Non-continuous evaluation:
    The evaluation of the course consists of a final theoretical-practical exam that will include all the contents that allow to reach the competences of the subject.

Specifications for the resit/retake exam:
It will be facilitated that students are tested for 100% of the competencies in a theoretical-practical examination.
Specifications for the second resit / retake exam:
Theoretical and practical examination.
9. Assignments, course calendar and important dates
Not related to the syllabus/contents
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
Scientific paper reading and review [AUTÓNOMA][Reading and Analysis of Reviews and Articles] 18.75
Progress test [PRESENCIAL][Assessment tests] 6.25

Unit 1 (de 3): Food 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

Unit 2 (de 3): Tourism Marketing
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
Activities hours
10. Bibliography and Sources
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 Ficha de la biblioteca
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 Ficha de la biblioteca
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 Ficha de la biblioteca
Selman, H. Marketing digital IBUKKU 1944278931 2017  
Wamae, T. Digital Marketing. Search and Social Media Marketing GRIN Verlag 9783668605534 2018  



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