Concept, strategies, and scope. Strategic diagnosis of products, channels, and brands. Types and analysis of marketing strategies. Pricing strategies. Marketing strategies, social responsibility, and sustainable development. Business plans. Trade budget. Marketing audit.
The skills acquired to study the subject of strategic marketing will be particularly useful to graduates at the time of entering the competitive job market. Whether you are self-employed, as if working for others, graduates will be able to guide your organization to market opportunities, thus maintaining a sustainable development.
Competencies and learning outcomes
- Capacity for planning, organizing, directing, and controlling systems and processes within a framework that guarantee respect for the values, rights and basic principles of the legal system, business competitiveness, protection and conservation of the environment, and sustainable development in the corresponding field.
- Ability to implement efficient tools for troubleshooting within the branch of social and legal sciences.
- Critical and analytical skills in the relevant specialty area.
- Capacity to evaluate, optimize, and compare criteria in decision making.
- Ability to communicate in formal, graphic, and symbolic styles, as well as with oral and written forms of expression.
- Ability to update knowledge within the branch of social and legal sciences.
- Capacity to perceive and value the importance of new technologies within the business environment and its economic surroundings.
- Capacity to relate knowledge about the operation and registration of business activities, especially in cases of small- and medium-sized businesses.
- Capacity to analyze general problems in the field of business and markets.
- Capacity to develop and manage the design process and project management.
- Capacity to identify and initiate entrepreneurial and professional initiatives.
- Capacity to use and interpret business data and information for specialized reporting and decision making.
- Capacity for quantitative problem solving.
- Ability to design and develop a strategic management process.
Objectives (Learning outcomes)
- 01Defending the usefulness of marketing to solve business problems companies
- 02Analyze real market situations to solve business problems.
- 03Apply the concepts, principles, models and tools of marketing management to solve business problems.
- 04Identify marketing opportunities offered by the market
- 05Explain the different segmentation and positioning strategies that a company can use to market their products.
- 06Interpret diagnostic product portfolio of a company
- 07Determine the various strategic growth opportunities for companies
- 08Differentiate the various possibilities for strategic competitive companies.
- 09Select the right strategic possibilities for businesses when marketing services
- 010Knowing the main elements, stages and types of control of a strategic marketing plan
Association between objectives and units
|Week||Teaching units||Directed hours||Shared hours||Autonomous hours||Total hours|
- Kotler, Philip. Rivera, Clara E trad. "Dirección de marketing". Madrid Pearson, Prentice-Hall, D.L. 2007.
- Munuera Alemán, José Luis. Rodríguez Escudero, Ana Isabel 1965-. "Estrategias de marketing de la teoría a la práctica". Madrid ESIC 2006.
- Munuera Alemán, José Luis. Rodríguez Escudero, Ana Isabel. "Estrategias de marketing teoría y casos". Madrid Pirámide 2002.
- Munuera Alemán, José Luis. Rodríguez Escudero, Ana Isabel. "Estrategias de marketing un enfoque basado en el proceso de dirección". Madrid ESIC 2007.
- Santesmases Mestre, Miguel. "Marketing conceptos y estrategias". Madrid Pirámide 2007.
Methodology and grading
- Case studies: Learning through the analysis of actual or simulated cases in order to interpret and resolve them by employing various alternative solution procedures.
- Cooperative learning: Develop active learning through cooperative working strategies among students and promote shared responsibility to reach group goals.
- Lecture: Pass on knowledge and activate cognitive processes in students, encouraging their participation.
- Problem-based learning: Develop active learning strategies through problem solving that promote thinking, experimentation, and decision making in the student.
- Solving exercises and problems: Exercise, test, and apply previous knowledge through routine repetition.
- The Final Evaluation
The final evaluation will be made on the date officially established for this purpose and will consist of:
- A final exam (50%). Test of compression type test in which will be measured the level of knowledge both theoretical and practical acquired. It is required that the student obtains a minimum of 5 points (out of 10) in the test to be considered the assessment of the practical skills assessment.
- Assessment of the acquisition of practical skills (50%) through the application of theory to a case study. It is required that the student obtains a minimum of 5 points (out of 10) in the evaluation of practical skills to consider the test score.
The evaluation continues:
The student will be able to overcome part of the subject through a continuous evaluation process. This situation will be notified with the publication of continuous assessment grades.
This evaluation will consist of a test similar to the final exam but the contents will correspond to the theoretical and practical contents of the didactic units 1, 2 and 3, and will consist of two parts a theoretical-practical questions test type (50 %) and a case of practical application (50%), as in the case of the final evaluation. The exact date, time and place of the tests will be discussed in the classroom and will be published well in advance, in accordance with student assessment regulations.
Also, in all tests, it is required that the student obtains a minimum of 5 points (out of 10) in the theoretical-practical test so that the qualification of the practical cases is considered.
The grade obtained by the student who has passed this continuous assessment test will be considered together with the one obtained in the final exam to calculate the grade of the subject as an average of the scores of both tests.
Within the continuous assessment process and included in the internship section, the student's active participation in various programmed activities related to the content and learning objectives of the subject and the acquisition of transversal competences can also be qualified.