Name: MARKETING MANAGEMENT III
Code: 510203001
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: 5
Number of six-year periods: 1 de investigación
Curriculum Vitae: Full Profile
Responsible for the groups: G1
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
Teaching Unit 1. The Commercial Programme
The aim of this unit is to learn how to prepare a marketing plan. Students will become familiar with the different stages involved in its development. They will carry out an analysis of the environment, the market and the competition, concluding with a SWOT analysis. They will learn about the different types of marketing strategies and will have to apply the most appropriate one according to the type of company analysed. They will define objectives and propose an annual commercial plan combining the instruments of the marketing mix. This unit will serve as a guide for the preparation of the final assignment.
Teaching 2. Decisions on Distribution and Point-of-Scale Design
The aim of this unit is to explore certain aspects of a company¿s distribution process in greater depth. The logistics process will be broken down into its different functions in order to understand its importance in final consumer satisfaction. Decisions will be made regarding product handling, means of transport, inventory control and the management of waiting times through practical case studies. Likewise, the different actions carried out by intermediaries at the point of sale will be identified through the study of a real establishment.
Teaching Unit 3. Communication Decisions
The aim of this unit is to design a postal mailing strategy, creating both the offer and its promotional claim. Students will learn about marketing techniques supported by new technologies, carrying out several digital marketing exercises. Likewise, they will become familiar with the different functions of public relations and the types of advertising permitted under current legislation, viewing the most relevant audiovisual commercial communications.
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") under the "Act in an Emergency" section, "Technical Guides" tab, 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, in the "Act in an Emergency", sectionrecommendations 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
Lecture-based teaching using the lesson method. Resolution of questions raised by students, encouraging their participation.
Presentation and resolution of practical activities, either individually or in groups.
54
100
Class in a computer classroom: practical classes / internships
Planning and completion of practical activities, either individually or in groups, with the support of IT resources.
2
100
Continuous assessment activities during class hours.
Carrying out practical activities.
Presentation of the final group or individual project.
4
100
Final and ongoing assessment activities outside class hours.
Written final examination. Presentation of the individual assignment as part of the final assessment.
5
100
Tutorials
Resolution of questions about the theory, practical cases and the completion of assignments.
2
50
Student work: study or individual or group work
Preparation of practical sessions and final project through the development of cooperative learning techniques. Students independent work for studying the subject.
83
0
Spoken or written exams
Multiple-choice examination consisting of 30 theoretical and practical questions aimed at assessing both the theoretical knowledge acquired and the ability to apply it. Each question will have four possible answers, with only one correct option. Each incorrect answer will deduct one third of the value assigned to each correct answer; unanswered questions will not be penalised. Students must obtain a minimum mark of 4 out of 10. Learning outcomes assessed: RA8. The examination will take place on the date established in the ordinary and extraordinary examination sessions.
60 %
Participation and involvement in the teaching-learning process
Report on individual or group work, with a submission deadline established during the teaching period. The work will consist of the strategic management and planning of an innovative product/service for a real or fictitious company. The report will be assessed by means of a rubric, which will be published on the Virtual Classroom. Students must obtain a minimum mark of 4 out of 10. Learning outcomes assessed: LO8 and LO36.
The correspondence of this teaching activity in the final assessment entails completing this work individually.
20 %
Evaluation of assignments and reports on practical sessions (final product, follow-up and contribution in the case of group work)
Presentation of the individual or group assignment, with a specific date set for its presentation during the teaching period.
The presentation will be assessed by means of a rubric, which will be published on the Virtual Classroom. Learning outcomes assessed: RA8 and RA36.
The equivalent of this teaching activity in the final assessment consists of delivering the presentation individually.
5 %
Presentation and defence of assignments
Completion of three practical activities proposed by the teaching staff, corresponding to topics 3, 4 and 5, with a submission deadline established during the teaching period. Each of these sub-activities will carry the same weight, and together they will account for 15% of the final mark. They will be assessed by means of a rubric, which will be published in the Virtual Classroom.
Learning outcomes assessed: RA8.
The correspondence of this teaching activity in the final assessment consists of the individual completion of three practical activities proposed by the teaching staff.
15 %
The student must obtain a minimum mark of 4 out of 10 in the activity ¿Assessment of individual and/or group written assignments, reports and/or studies¿, and 4 out of 10 in the activity ¿Written or oral examinations¿. Students who achieve the minimum mark in any of the assessment activities will retain the mark obtained in that activity throughout the academic year and will not be required to retake it, unless they express their wish to do so.
If the student decides to repeat the assessment activity, the mark corresponding to the most recent attempt will be taken into account.
In order to pass the subject in an examination session, students must have achieved all the established minimum marks and obtained a final mark equal to or higher than 5 out of 10, calculated on the basis of the marks obtained in each assessment activity, according to the established weighting.