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: 968325575 - 968325463
Email: eva.tomaseti@upct.es
Office hours and location:
lunes - 10:30 / 12:30
EDIFICIO 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: 0
Curriculum Vitae: Full Profile
[CB7 ]. Students are required to be able to apply the knowledge acquired and their ability to solve problems to new or unfamiliar environments within broader (or multidisciplinary) contexts related to their area of study.
[01 ]. To be able to apply the knowledge acquired and to have the ability to solve problems in new environments, within broader (or multidisciplinary) contexts related to the company, public administration and the free practice of the profession.
[20 ]. To adapt to important changes in the economic environment, such as economic crisis, catastrophes, abrupt changes in demand, etc.
[25 ]. To understand and be able to use the necessary tools to continue with an autonomous process in the activities of management and business management, public administration and the free exercise of the profession.
[CT5 ]. Putting the acquired knowledge into practice
1. Complete the training in marketing with content related to decision making.
2. Apply different marketing tools to achieve the strategic objectives of the company.
3. Make decisions with less risk and greater probability of success.
4. Learn more about various market research techniques
5. Know new marketing trends.
6. Conduct a critical analysis on the use of marketing in a socially complex environment.
Gestión Comercial Avanzada: Nuevas tendencias comerciales. Últimas tendencias en la gestión del punto de venta: Marketing sensorial. Estrategias para comunicación online: Publicidad en Internet, posicionamiento en buscadores y social media. 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: Tendencies in marketing management
Topic 1: Advanced marketing management: New commercial tendencies.
Topic 2: Retail management: Sensitive marketing.
Topic 3: Online marketing.
Unit 2: Marketing research
Topic 4: Consumer behaviour.
Topic 5: Marketing research.
Topic 6: Marketing plan.
Final project
Developing a real marketing research
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.
Theory class: Activities consisting of training sessions to develop theoretical knowledge based on concepts and theories
Presentation lesson taught using the lecture method. Answering questions raised by the students.
20
100
Problem solving class: Activities consisting of training sessions to develop practical or applied knowledge based on problem solving exercises, or practical cases
Activities to develop a marketing research
12
100
Laboratory or field practice class: Activities aimed at developing practical or applied skills by the student supervised by a remote teacher
0
100
Practical class in the computer room: Activities for the acquisition of certain skills through the use of specific software
0
100
Seminars, tutorials led by teaching staff, conferences, visits, round tables, etc .: Activities to develop theoretical, practical or applied knowledge based on specific topics or views of the profession
Tutories to explain the final project of the subject
4
100
Assessments (continuous assessment system): speaking or writing tests, presentations, individually or in groups, which should include the knowledge acquired in the classes. Formative and summative assessment activities are included here
Written evaluation throught multiple choice exam.
4
100
Assessments (final assessment system): speaking or writing tests, individually or in groups, which should include the knowledge acquired in the classes. Summative evaluation is included
Written evaluation throught multiple choice exam.
4
100
Tutorials: Individual or in groups, will serve to advise, resolve any doubts, guide, monitor work or the knowledge acquired
Proposing and answering questions about contents, solving problems and the final project (in the classroom, office of the teacher and on-line through the web page).
6
50
Carrying out individual or group assignments: Autonomous and / or collaborative learning to develop theoretical, practical or applied knowledge by carrying out projects, practice reports and / or assignments
Studing the material of the subject. Managing and stimulating creative thinking in conducting teamwork by using cooperative learning techniques.
20
0
Individual study: Time dedicated to studying the subject
Individual study for the final exam
30
0
Exam
Multiple choice exam with 30 theoretical-practical questions aimed at evaluating both the theoretical knowledge acquired and the ability to apply it. Each incorrect question penalizes (0.33 per correct questions). The minimum mark to pass this assessment activity is 3. The learning outcomes evaluated are: R1, R4 and R5.
50 %
Group assignment
Group work report on a topic chosen by the group in which they will develop a real market research. The evaluation of the work will be done on a rubric that will be available in the Virtual Classroom. The minimum mark to pass this evaluation activity is 4. The learning outcomes evaluated are: R2, R3, R4, R5 and R6.
50 %
Exam
Multiple choice exam with 30 theoretical-practical questions aimed at evaluating both the theoretical knowledge acquired and the ability to apply it. Each incorrect question penalizes (0.33 per correct questions). The minimum mark to pass this assessment activity is 3. The learning outcomes evaluated are: R1, R4 and R5.
50 %
Group assignment
Group work report on a topic chosen by the group in which they will develop a real market research. The evaluation of the work will be done on a rubric that will be available in the Virtual Classroom. The minimum mark to pass this evaluation activity is 4. The learning outcomes evaluated are: R2, R3, R4, R5 and R6.
50 %
The evaluation take into account the participation of the student in the theoretical and practical classes, the performance of the final project and the result of the multiple choice exam. The final project must be done in group (maximun 3 people). The characteristics of the exam, as well as the date, time and place of performance, will appear in the call. The tests (exams, class consultations, resolution of exercises and cases, etc.), allow to detect possible gaps and consolidate the most important concepts of the subject.
Exam and final project are compulsory. Students in the special circumstances could performance the project without belonging to a group.
Author: Alonso Rivas, Javier
Title: Comportamiento del consumidor decisiones y estrategia de marketing
Editorial: ESI
Publication Date: 2013
ISBN: 9788473568937
Author: Santesmases Mestre, Miguel
Title: Marketing conceptos y estrategias
Editorial: Pirámide
Publication Date: 2012
ISBN: 9788436826203
Author: Alonso Rivas, Javier
Title: Comportamiento del consumidor decisiones y estrategia de márketing
Editorial: ESIC
Publication Date: 2010
ISBN: 9788473567176
Author: Solomon, Michael R.
Title: Consumer behaviour: a european perspective
Editorial: Prentice Hall
Publication Date: 1999
ISBN: 0137519834
Author: Nair, Suja R.
Title: Consumer behaviour and marketing research
Editorial: Himalaya Pub. House,
Publication Date: 2009
ISBN: 9788178667829