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 to be especially useful when graduates enter the labor market as it will help guide your organization to market opportunities, maintaining sustainable development in time.
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 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)
- 01Apply the concepts, principles, models and tools of marketing management to solve business problems and help achieve the objectives of the organization.
- 02Analyze marketing opportunities offered by the market.
- 03Understanding the impact of new technologies in developing marketing activities.
- 04Differentiate the segmentation and positioning strategies that can be adopted in the design of business strategy .
- 05Knowing the competitive strategic possibilities for companies as well as strategic growth opportunities
- 06Analyse product and brand strategies
- 07Value the need of orienting the company to the market
- 08Knowing how to develop marketing activities in international markets
- 09Being able to develop a marketing plan
Association between objectives and units
|Week||Teaching units||Directed hours||Shared hours||Autonomous hours||Total hours|
- Bradley, Frank 1942-. Calderón, Haydeé / Rivera, Clara E. trad. "Marketing internacional". Madrid [etc.] Pearson Prentice Hall cop. 2006.
- Cateora, Philip R. "Marketing internacional". México McGraw-Hill cop. 2006.
- Kotler, Philip 1931-. Pineda Ayala, Leticia Esther. "Dirección de marketing". Madrid Pearson, Prentice-Hall, D.L. 2016.
- Sainz de Vicuña Ancín, José María. "El plan de marketing digital en la práctica". Pozuelo de Alarcón, Madrid ESIC 2018.
- Sainz de Vicuña Ancín, José María. "El plan de marketing en la práctica". Pozuelo de Alcarcón, Madrid ESIC Editorial 2016.
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 material to be examined are the six units specified in ¿Academic content¿.
The examination of the course consists of two parts: the evaluation of the contents of the course (the written exam) and the evaluation of the exercises and case studies.
The written exam makes up 65% of the final grade and it is necessary to obtain at least a 5 (pass) in order to pass the course. The written exam consists of 6 questions which can be theoretical, practical or of mixed nature. The time available for the exam is two hours.
The exercises during the semester constitutes 35% of the final grade. These exercises are related to the different units and have to be submitted in written form.
The exercises have to be submitted in the form and condition specified in the Web.