MARKETING DECISIONS CourseCode: 3218Degree: Master's in Business Administration and ManagementFaculty of Social and Legal Sciences of ElcheYear: Year 1 of Master's in Business Administration and ManagementSemester: FallType: RequiredLanguage: SpanishECTS credits: 6Lecture: 6Laboratory: 0Hours: 150Directed: 0Shared: 0Autonomous: 0Subject matter: Marketing DecisionsDepartment: Course instructors are responsible for the course content descriptions in English.DescriptionMarketing management based on the 4P's and 3C's. Commercial strategies. Marketing plan and strategic decisions. Commercial audits. Conflict resolution.FacultyNameCoordinatorLectureLaboratorySARABIA SANCHEZ, FRANCISCO JOSE■■■GONZALEZ GASCON, MARIA ELENA■■KANTHER , ANDREAS■■PARRA AZOR, JOSÉ FRANCISCO■■Professional interestMarketing is one of the most important subsystems in the company. This link the company with its market, developing strategies to build customer loyalty and optimizing resources (human, technological, monetary and trading) with the aim of generate sales and relationships with market.Today and in the future, commercial issues and market development are / will be key questions for generating sales, relationships and business value.Competencies and learning outcomesGeneral competenciesApply the acquired knowledge to its specific context to generate value-creating projects in economic and social environments, both locally and globally, and related to its field of study.Formulate judgments and assessments from reflections resulting from the integration of acquired knowledge and the limited information available surrounding any circumstances and professional decision making.Communicate knowledge and conclusions effectively and argued properly to both the specialized and non-specialized public in a clear, concise, and complete manner.Develop autonomy and self-learning skills that allow students to continue analyzing the evolution and constant change of socio-economic realities in order to take feasible actions and projects in practice.Encourage leadership and motivation capabilities that involve any entrepreneurial initiative for their appropriate implementation within a context of uncertainty and risk.Specific competenciesUnderstand the tools necessary for understanding the general and specific environment of each company or organization in order to ascertain their impact, evolution, and possible future trends.Be able to identify and/or create business opportunities or those that create value that enable developing a viable idea in the socio-economic environment.Develop strategic attitudes and aptitudes for proposing alternatives and resolving problems in the management system of any organization.Develop skills focused on marketing decisions, both internally and externally, considering the organization's resources and goals, and the current and expected situation of consumers/clients and the competition.Be able to plan marketing activities and coordinate the decisions made in this area using a proactive approach.Ability to organize and lead teams from different functional areas of organizations through actions both onsite and using e-business.Objectives (Learning outcomes)Understanding the scope and function of marketingKnowing the processes and factors related to consumer behavior and the strategies to ensure customer loyaltyKnowing the content and purpose of market segmentation and how to achieve a positioning strategy in each segment.Knowing the elements of a commercial offer and how they can be articulated.Knowing the fundamentals of marketing communication and the characteristics of the media channels used to communicate.Understanding the different growth, competitive and service marketing strategiesRecognizing marketing opportunities and challenges of e-commerceKnowing the basic aspects related to the preparation and implementation of a market studyUnderstanding the steps to build a marketing plan.ContentsLecture topicsTeaching unitsThe function of marketing in business organizationsKey aspects to create a value proposal.Market segmentation and product positioningConsumer behaviour and customer fidelizationMarketing StrategiesMarketing researche-MarketingHow to attract potential customers through online and offline communication.Marketing planCourse contentsBasic bibliographyKotler, Philip. Pineda Ayala, Leticia Esther trad. "Dirección de marketing". Madrid Pearson, Prentice-Hall, D.L. 2016. Complementary bibliographyMunuera Alemán, José Luis. Rodríguez Escudero, Ana Isabel. "Estrategias de marketing un enfoque basado en el proceso de dirección". Madrid ESIC 2012. Kotler, Philip 1931-. Armstrong, Gary. "Principios de marketing". Madrid Pearson Education D.L. 2018. Kotler, Philip 1931-. Kartajaya, Hermawan 1947- / Setiawan, Iwan. "Marketing 4.0 moving from traditional to digital". Hoboken, New Jersey Wiley [2017]. Linkshttp://SoftwareMethodology and gradingGradingThe material to be examined are the 9 units specifiedThe evaluation of the course consists of two parts: the evaluation of the contents of the course and evaluation of the practicesThe written exam makes up 65% of the final grade. Consists of 7 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 on the Web.To calculate the final grade must score at least 4 points in each part.Assessment test characteristicsThere is no access examCorrection criteria(1) Adequacy of the answers to the questions posed; (2) completeness and correctness of the answers; (3) organization and presentation of ideas and arguments.