This course introduces an innovative discipline that has vast potential and provides fundamental spatial information for making business decisions. It covers the set of knowledge, techniques, and tools that, while keeping geographic aspects in mind, are used to obtain information on consumers, and whose ultimate objective is making business decisions. Included among this knowledge are disciplines such as geography, psychology, statistics, and business sciences. The techniques used are based on geographic information systems, and the tools used include digital cartography, graphs, and tables.
The subject provides the Master's students with competences to obtain useful information to take marketing decisions in an applied way.
Competencies and learning outcomes
- Reasoning and argumentation through effective communication and teamwork.
- Make decisions in complex and uncertain environments from obtained and analyzed information.
- Explain ideas, information, problems, and solutions effectively and professionally.
- Express ideas and concepts orally, in writing, and graphically in the appropriate manner depending upon the target audience.
- Be able to work effectively as a team member or autonomously.
- Be able to motivate, and demonstrate and take initiative.
- Be able to negotiate and reach agreements.
- Be capable of learning independently.
- Be able to analyze one's own strengths and weaknesses and make decisions to fortify the former and correct the latter.
- Formulate and develop strategies to improve personal and professional growth.
- Use information and communications technologies expertly.
- Be able to conduct studies, research, and analysis independently and on behalf of others.
- Search for, compile, and present information sources in an understandable and elaborate manner.
- Synthesize and evaluate information from multiple sources in order to obtain a coherent understanding of theories and practices.
- Develop and use problem-solving techniques.
- Manage resources and capabilities effectively and efficiently.
- Expert understanding of theoretical and practical applications of geomarketing as well as its professional development.
- Be aware of the importance of professional ethics and their impact in practice.
- Be able to expertly interpret graphic and cartographic documents.
Objectives (Learning outcomes)
- Students should know, understand and use the principles of geo-marketing properly.
- Students must be able to properly use the location as a marketing tool.
- Students must be able to apply knowledge to real situations, managing resources appropriately.
- Students will be trained in the use of Geographic Information Systems applied to marketing
- Alcaide, Juan Carlos. Calero de la Paz, Rocio / Hernández Luque, Raúl. "Geomarketing marketing territorial para vender y fidelizar más". Madrid ESIC 2012.
- Chasco Yrigoyen, Coro. Fernández-Avilés Calderón, Gema. "Análisis de datos espacio-temporales para la economía y el geomarketing". Oleiros (La Coruña) Netbiblo 2009.
- Encina Tapia, Daniel Domingo. Cerda Troncoso, Jorge Francisco, profesor guía. "Incorporación de la movilidad de la demanda en la realización de estudios de geomarketing, utilizando un modelo econométrico de elección discreta y un modelo de optimización de localización-asignación [recurso electronico] /". [Santiago de Chile] : Universidad de Santiago de Chile, 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.
- Project-based learning: Realization of a project to solve a problem, applying acquired learning and promoting abilities related to planning, design, performing activities, and reaching conclusions.
- The final evaluation of the subject will consist of
¿ 40% Continuous evaluation
¿ 60% Final exam in person
Continuous evaluation will consist of a series of activities consisting of questionnaires and / or assignments that will be sent through the virtual teaching platform within the proposed deadlines.
For students who have obtained an average of more than 5 in continuous assessment, the final face-to-face exam will consist of an interview with the responsible teacher with discussion of the work done. The date of accomplishment of this examination can be agreed individually.
For students who have not passed the grade of 5 the final face-to-face exam will be held on official dates and calls and will consist of activities similar to those proposed during the course.