Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa
Public University of Navarre
| Course code: 177601 | Subject title: MARKETING MANAGEMENT I | ||||
| Credits: 6 | Type of subject: Mandatory | Year: 3 | Period: 2º S | ||
| Department: Gestión de Empresas | |||||
| Lecturers: | |||||
Contents
We study the marketing function in the organizations. The marketing function is in charge of the relation with the market. In this course an introduction to Marketing is given, jointly with a strategic vision of the function. This course is followed by Dirección Comercial II (Marketing Management II), which shows a more operational view of Marketing.
General proficiencies
a) Generic instrumental competences
CG01 A capacity for analysis and synthesis
CG02 A capacity for organisation and planning
CG03 Oral and written communication in their mother tongue
CG07 The capacity to solve problems
CG08 The capacity to make decisions
b) Generic personal competences
CG09 The capacity to work as part of a team
CG12 Interpersonal skills
CG13 The capacity to work in diverse and multicultural environments
CG15 An ethical approach to work
c) Systemic generic competences
CG17 A capacity for self-reliant learning
CG18 The capacity to adapt to new situations
CG20 Leadership
CG24 Respect for human rights
Specific proficiencies
SP02 Identify the sources of relevant economic information and their contents.
SP03 Derive from microeconomic and macroeconomic data the data and relevant information impossible to recognize for non-professionals.
SP04 Apply professional criteria based on the handling of technical instruments to the analysis of business management problems.
SP05 Issue advisory reports on specific situations of companies and markets.
SP12 Plan, organize and control projects in the different functional areas of the company.
SP13 Identify the company as a system and recognize the interdependencies between the different functional areas.
SP14 Implement policies and practices aimed at improving the effectiveness and efficiency of business management.
SP18 Develop marketing policies that improve the knowledge of consumer needs and raise their level of satisfaction.
Learning outcomes
| Learning results | Content (Chapters) | Learning activities | Evaluation instrument |
| R_MK_01. Understand what marketing is, its most important concepts and its importance in organizations and in the economy. | 1, 2 | A1, A2, A3, A4, A5, A6, A7 | E1, E3, E4 |
| R_MK_02. Understand the role of marketing in the organization and its relationship to other functions. | 1, 2 | A1, A2, A3, A4, A5, A6, A7 | E1, E4 |
| R_MK_05. Be able to analyse the marketing environment, in particular the market and the behaviour of consumers and customers. | 3, 4, 5, 6 | A1, A2, A3, A4, A5, A6, A7 | E1, E2, E3, E4 |
| R_MK_03. Understand the various strategic decisions an organization can make in the marketing planning process. | 7 | A1, A2, A3, A4, A5, A6, A7 | E1, E2, E3, E4 |
| R_MK_06. To be able to make marketing decisions in organizations. | 1 - 8 | A1, A2, A3, A4, A5, A6, A7 | E2, E3, E4 |
| R_MK_04. Understand the various operational decisions an organization can make in the marketing planning process. | 1 - 8 | A1, A2, A3, A4, A5, A6, A7 | E1, E2, E3, E4 |
Methodology
| Activity | Classroom hours | Out of classroom hours |
| A1 Large group sessions | 34 | |
| A2 Medium-sized group sessions | 14 | |
| A3 Group mentoring | 08 | 20 |
| A4 Group paperwork | 15 | |
| A5 Readings | 15 | |
| A6 Individual study | 35 | |
| A7 Exams | 04 | |
| A8 Individual mentoring | 05 | |
| Total | 60 | 90 |
Evaluation
| Learning results | Evaluation instrument | Weight (%) | Recoverable | Minimum required grade |
|---|---|---|---|---|
| R_MK_01, 05, 03, 06, 04 | E1. Course participation and activities (individual) | 15 | No | |
| R_MK_05, 03, 06, 04 | E2. Practice: Resolution and class discussion (group) | 15 | No | |
| R_MK_01, 02, 05, 03, 06, 04 | E3. Project: Marketing analysis of a small company (group) | 25 | Yes. Equivalent tests | 5 |
| R_MK_01, 02, 05, 03, 04 | E4. Final exam (minimum: 5) | 45 | Yes. Exam | 5 |
When the student fails the activities or evaluation instruments in which there is a minimum grade required, the course grade will be a maximum of 4.9
Agenda
Unit I. Marketing Fundamentals
1. Introduction
2. The marketing process
Unit II. Analysis of marketing opportunities
3. The Marketing environment
4. Marketing research
5. Consumer buyer behavior
6. Organizations buyer behavior
Unit III. Designing Marketing strategies
7. Segmenting, selecting and positioning in the market
Unit IV. Emergent topics in marketing
8. Emergent topics: New technologies; Globalization; Ethics and social responsibility; Other topics.
Bibliography
Access the bibliography that your professor has requested from the Library.
Readings
- Cases
- Instructor materials
Basic references
- Kotler, P. y G. Armstrong (2018), Principles de Marketing (Global Edition), Pearson-Prentice Hall, 17 Ed. (In general, the last edition available at the beginning of the course)
Additional references
- Roger D. Blackwell, James F. Engel, Paul W. Miniard (2005), Consumer behavior, Thomson,
- O. C. Ferrell, Michael Hartline (2012), Marketing Strategy, Text and Cases, Paperback, South-Western, Ed. 6