Name: MARKETING MANAGEMENT III
Code: 510103003
Type: Compulsory
ECTS: 6
Length of subject: Per term
Semester and course: 3rd 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
[CB1 ]. Students are required to show they possess and understand knowledge in an area of study that starts from the base of general secondary education, and that they are at a level which includes aspects that imply knowledge coming from the forefront of their field of study.
[CG6 ]. To plan and execute operational and strategic marketing actions in an innovative way.
[CE22 ]. To manage specific aspects of operational and strategic marketing.
[CT7 ]. Designing and undertaking innovative projects
R1. Classify and apply strategies to develop a Marketing Plan
R2. Identify the main functions of a company when implementing a strategy supported by logistics
R3. Analyze the behavior of the customer and the intermediary at the point of sale
R4. Differentiate and apply direct promotion instruments
R5. Distinguish the key concepts and tools of electronic marketing
R6. Identify the different tools used by organizations to achieve a favorable image of the company
R7. Differentiate the types of advertising and develop a communication program
El Plan de Marketing. Logística. Merchandising. Marketing Directo. Comercio Electrónico. Relaciones Públicas. Publicidad.
Topic 1. Marketing Plan
1. Basis of Marketing Plan
2. The Nature of marketing strategic planning
3. Strategic Directions
4. Conducting a Situation Analysis
5. Setting Marketing Plan Objectives
6. Tactical Marketing Programs
7. Marketing Strategic Evaluation
8. Marketing Strategic Implementation
9. Marketing Strategic Control
10. Case Studies
Topic 2. Marketing Logistic
1. Nature of Marketing Logistic
2. Goal of the Logistics System
3. Major Logistics Functions
4. Logistic Management
5. Importance of Marketing Logistic
6. Case Studies
Topic 3. Merchandising
1. Basis of Retail Merchandising
2. Evolution and Factors affecting the
3. Merchandising function
4. Techniques of Merchandising.
5. Case Studies
Topic 4. Direct marketing
1. Direct Marketing concept and characteristics
2. Advantages and Disadvantages of Direct Marketing
3. Integrated Direct Marketing
4. The role of databases
5. Planning a Direct Marketing strategy
6. Forms of Direct Marketing
7. Case Studies
Topic 5. Online Marketing
1. Concept
2. Online Marketing customer
3. Advantages and Disadvantages of Online Marketing
4. Setting up an Online Presence
5. Promise and challenges of Online Marketing
6. Case Studies
Topic 6. Public Relations
1. Concept and functions
2. Major Public Relations Tools
3. Case Studies
Topic 7. Advertising
1. Concept
2. Major Advertising Decisions
3. Advertising style
Portfolio
The resolution of the corresponding to topic 3, 4 and 5 has an outstanding weight in the final mark (20% of the final mark).
Final project
Consisting of a group work where the student must manage and plan the marketing mix of new product/service of a real or fictitious company (30 % of the final mark).
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
Presentation lesson taught using the lecture method. Answering questions raised by the students.
Problems are raised and solved. Participation by the students is strengthened through group and cooperative learning.
54
100
Class in laboratory: practical classes / internships
Laboratory activies will not be developed.
0
100
Class in the field or open classroom (technical visits, lectures, etc.). In general, activities that require special resources or planning
Laboratory activies will not be developed.
The students must defend the final project.
0
100
Class in a computer classroom: practical classes / internships
Specific software will not be used.
0
100
Assessment activities (continuous assessment system)
Written evaluation. Multiple choice exam.
6
100
Assessment activities (final assessment system)
Written evaluation. Multiple choice exam.
6
100
Tutorials
Proposing and answering questions about contents, solving problems and assignments (classroom, office of the teacher and online).
2
50
Student work: study or individual or group work
Managing and stimulating creative thinking in conducting teamwork by using cooperative learning techniques.
Individual study for the exam and developing the portfolio and the final project.
82
0
Presentation and defence of assignments
Defense of the individual or group work, with a specific date for its presentation that will be published in the Virtual Classroom. The
exposure is assessed using a rubric, which will be published in the Virtual Classroom.
The learning results evaluated are R1, R4, R5, R6 y R7.
5 %
Spoken or written exams
Multiple choice test with 30 theoretical-practical questions aimed at evaluating both the theoretical knowledge acquired such as
ability to apply them. The student must obtain a minimum grade of 4 points over 10. All incorrect answers penalized (0,33*correct answers). The null answers do not penalized.
The learning results evaluated are R1, R2, R3, R4, R5, R6, y R7.
50 %
Evaluation of assignments and reports on practical sessions (final product, follow-up and contribution in the case of group work)
Solution of three practical activities proposed by the teaching staff (Portfolio), with a determined delivery that will be published in Virtual Classroom (20% of the final grade). The portfolio will be evaluated by means of a rubric, which will be published in
Virtual Classroom. The student must obtain a minimum score of 3 points out of 10. The checking for authorship and checking for plagiarism will be done with the tool Turnitin.
The learning results evaluated are: R1, R3, R4, R5, R6 y R7.
Report of individual or group work, with a determined delivery that will be published in Virtual Classroom (25% of the final grade). The report is evaluated by means of a rubric, which will be published in Virtual Classroom. The student must obtain a minimum grade of 4 points out of 10. Verification of authorship and control plagiarism will be done with the tool Turnitin.
The learning results evaluated are: R1, R4, R5, R6 y R7.
45 %
Presentation and defence of assignments
Defense of the individual or group work, with a specific date for its presentation that will be published in the Virtual Classroom. The
exposure is assessed using a rubric, which will be published in the Virtual Classroom.
The learning results evaluated are R1, R4, R5, R6 y R7.
5 %
Spoken or written exams
Multiple choice test with 30 theoretical-practical questions aimed at evaluating both the theoretical knowledge acquired such as
ability to apply them. The student must obtain a minimum grade of 4 points over 10. All incorrect answers penalized (0,33*correct answers). The null answers do not penalized.
The learning results evaluated are R1, R2, R3, R4, R5, R6, y R7.
50 %
Evaluation of assignments and reports on practical sessions (final product, follow-up and contribution in the case of group work)
The student will develop a practical activity related with a company composed by four parts, three exercises who correspond to Issues 1 (merchandising), 2 (Direct Marketing ) and 3 (Online Marketing), and the development of a new product (with the same features as Final Project). The company will be choosen by the teacher of the subject.
The ies proposed by the teaching staff (Portfolio), with a determined delivery that will be published in Virtual Classroom (20% of the final grade). The portfolio will be evaluated by means of a rubric, which will be published in
Virtual Classroom. The student must obtain a minimum score of 3 points out of 10. The checking for authorship and checking for plagiarism will be done with the tool Turnitin.
The learning results evaluated are: R1, R3, R4, R5, R6 y R7.
Report of individual or group work, with a determined delivery that will be published in Virtual Classroom (25% of the final grade). The report is evaluated by means of a rubric, which will be published in Virtual Classroom. The student must obtain a minimum grade of 4 points out of 10. Verification of authorship and control plagiarism will be done with the tool Turnitin.
The learning results evaluated are: R1, R4, R5, R6 y R7.
45 %
The learning track will be made through the following activities:
- Participation of the student in both theoretical and practical lessons.
- Resolution of the case studies proposed during the lessons and made in the classroom.
- Assignments proposed by the teacher.
All the assessed activities will be asked to be done in English.
All the evaluation activities are considered compulsory. Students in the special circumstances could do it alone and the 5% corresponding to "Presentation and defense of assignments" will be sume to "Evaluation of assignments and reports on practical sessions".
Author: Munuera Alemán, José Luis
Title: Estrategias de marketing un enfoque basado en el proceso de dirección
Editorial: Esic
Publication Date: 2012
ISBN: 9788473568197
Author: Santesmases Mestre, Miguel
Title: Marketing conceptos y estrategias
Editorial: Pirámide
Publication Date: 2012
ISBN: 9788436826203
Author: Kotler, Philip
Title: Principles of marketing
Editorial: Pearson Education Ltd.
Publication Date: 2017
ISBN: 9781292092898
Author: Kotler, Philip,
Title: Marketing 4.0: moving from traditional to digital /
Editorial:
Publication Date:
ISBN: 9781119341147
Author: Kotler, Philip
Title: Principles of Marketing
Editorial: Pearson Education, Limited,
Publication Date: 2024
ISBN: 9781292449364
Author: Miquel Peris, Salvador
Title: Distribución comercial
Editorial: ESIC ,
Publication Date: 2008
ISBN: 9788473565370
Author: Ortiz de Zarate, Alvaro
Title: Manual de franquicia
Editorial: Deusto
Publication Date: 1998
ISBN: 849292149
Author: García Uceda, Mariola
Title: Las claves de la publicidad
Editorial: Esic,
Publication Date: 2001
ISBN: 8473562925
Author: Soret los Santos, Ignacio
Title: Logística y márketing para la distribución comercial
Editorial: ESIC
Publication Date: 1999
ISBN: 8473562062
Author: Díez de Castro, Enrique Carlos
Title: Merchandising teoría y práctica
Editorial: Pirámide
Publication Date: 2010
ISBN: 9788436820386