Name: MARKETING
Code: 212101007
Type: Compulsory
ECTS: 4
Length of subject: Per term
Semester and course: 1st Year - First term
Speciality:
Language: English
Mode of study: On-site class
Lecturer data: TOMASETI SOLANO, EVA
Knowledge area: Comercialización e Investigación de Mercados
Department: Economía de la Empresa
Telephone: 968325463 - 968325575
Email: eva.tomaseti@upct.es
Office hours and location:
lunes - 10:30 / 12:30
EDIFICIO CIM - ETSAE, planta 1, Despacho IT2
Se recomienda enviar correo electrónico previo
Qualifications/Degrees:
Academic rank in UPCT: Profesora Contratada Doctora
Number of five-year periods: 4
Number of six-year periods: 1 de investigación
Curriculum Vitae: Full Profile
Responsible for the groups: G1, G2
1. Completar su formación en marketing con los contenidos relativos a la toma de decisiones.
2. Aplicar diferentes herramientas de marketing para conseguir los objetivos estratégicos de la empresa
3. Tomar decisiones con menor riesgo y mayor probabilidad de éxito.
4. Conocer con más amplitud diversas técnicas de investigación de mercados
5. Conocer nuevas tendencias de marketing
6. Realizar un análisis crítico sobre el uso del marketing en un entorno socialmente complejo.
Gestión Comercial Avanzada: Nuevas tendencias comerciales. Últimas tendencias en la gestión del punto de venta: Marketing sensorial. Estrategias para comunicación online: Publicidad en Internet. Comportamiento del Consumidor: Los nuevos segmentos de consumidores. Investigación de mercado: Aplicación de las nuevas tecnologías online a la recogida y gestión de los datos. Planificación estratégica de marketing: Nuevas estrategias comerciales.
Unit 1: Latest trends in commercial management
Topic 1: Advanced commercial management: new commercial trends
Topic 2: Latest trends in point-of-sale management: Sensory marketing
Topic 3: Strategies for online communication: Internet advertising, search engine optimization, and social media
Unit 2: Market Research
Unit 4: Consumer behaviour. New consumer segments
Unit 5: Market research. Application of new online technologies to data collection and management
Unit 6: Strategic Marketing Planning. New commercial strategies
Market research
Developing of a market research focused on a real topic/company
Promoting the continuous improvement of working and study conditions of the entire university community is one the basic principles and goals of the Universidad Politécnica de Cartagena. Such commitment to prevention and the responsibilities arising from it concern all realms of the university: governing bodies, management team, teaching and research staff, administrative and service staff and students. The UPCT Service of Occupational Hazards (Servicio de Prevención de Riesgos Laborales de la UPCT) has published a "Risk Prevention Manual for new students" (Manual de acogida al estudiante en materia de prevención de riesgos), which may be downloaded from the e-learning platform ("Aula Virtual"), with instructions and recommendations on how to act properly, from the point of view of prevention (safety, ergonomics, etc.), when developing any type of activity at the University. You will also find recommendations on how to proceed in an emergency or if an incident occurs. Particularly when carrying out training practices in laboratories, workshops or field work, you must follow all your teacher's instructions, because he/she is the person responsible for your safety and health during practice performance. Feel free to ask any questions you may have and do not put your safety or that of your classmates at risk.
Class in conventional classroom: theory, problems, case studies, seminars, etc
Class in conventional classroom: theory, problems, case studies, seminars, etc
36
100
Class in a computer classroom: practical classes / internships
Class in a computer classroom: practical classes / internships
2
100
Assessment activities (continuous assessment system)
Assessment activities (continuous assessment system)
2
100
Assessment activities (final assessment system)
Assessment activities (final assessment system)
2
100
Tutorials
online and/or in-person tutoring.
3
50
Student work: study or individual or group work
Student work: study or individual or group work
55
0
Exam
Multiple choice exam
50 %
Performance, presentation and defense of individual and/or group work.
Developing of a market research.
50 %
Exam
Multiple choice exam
50 %
Performance, presentation and defense of individual and/or group work.
Developing of a market research.
50 %