The subject of Marketing: Concepts, Strategies and Techniques is in the second year and studies the fundamentals to understand the elements of a Marketing Plan, with its objectives and tolos

To the extent that the subject is a "framework" subject, since advertising and public relations are one of the instruments of marketing, it is related to the subject of Systems and Processes of Advertising and Public Relations, of the same course, and allows to situate the actions related to Advertising and Public Relations, within a Marketing Plan, which integrates these tools with others, such as prices or actions related to brands.

On the other hand, the subject is completed with the subject of Strategic and Interactive Marketing, in the fourth year, to which it serves as an introduction.

No specific prior knowledge directly related to the subject is required. However, since the internships use Excel and create tables, some basic notions of statistics are required; These notions have been studied in the first course of Statistics applied to the social sciences.

The subject, in relation to the development of the exit profile, provides three aspects, related to each other. The first is that it allows us to understand the different tools that are used, in particular the role of advertising and public relations, and communication in general, since it places them within a plan, with specific objectives. Secondly, it is a subject that allows us to understand where this plan is located in the company as a whole. Finally, the creation of a Marketing Plan, whether comprehensive or partial, is one of the main tools that any student will build or use when they enter the workforce and join a Communication Department, a Marketing Department, a consulting firm, etc.

General, transversal and specific competencies are developed, as well as learning outcomes.

General Competencies:

G001 - Acquire knowledge and understand the meaning and relevance of theories, concepts and methodologies in the context of the (inter)disciplinary field of communication and especially advertising and public relations techniques.

G002 - Apply theories and methodological tools to practice in different communicative processes and contexts.

G003 - Synthesize, develop, and apply new creative approaches to solving communication problems.

G004 - Analyse, interpret, explain and critically evaluate facts, social processes, texts and communicative projects.

G005 - Communicate and expose, fluently, effectively and in an argumentative way, projects, achievements and results of work and research, in different genres, formats and advertising and public relations media.

G006 - Develop skills and abilities related to participation, management and optimization of teamwork, applying informed criteria to decision-making and evaluation of results.

G007 - Apply skills and use techniques, technologies and resources to the development of content and processes of advertising communication and public relations and information in general.

G008 - Project and design strategies aimed at the identification of objectives and the planning of actions, in the context of the development of advertising and public relations projects.

G009 - Acquire knowledge and experience of professional environments and routines in order to get closer to the reality of the work of the different professional profiles in the field of advertising and public relations that the market demands.

G010 - Search, select, prioritize and analyze information and documentation from different sources, adapting their content to different forms and narrative strategies.

CB1 - Students must have demonstrated knowledge and understanding of an area of study that builds on the basis of general secondary education, and is usually at a level that, while supported by advanced textbooks, also includes some aspects that involve knowledge from the cutting edge of their field of study.

CB2 - That students know how to apply their knowledge to their work or vocation in a professional way and possess the competencies that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of study.

CB3 - Students have the ability to gather and interpret relevant data (usually within their area of study) to make judgments that include reflection on relevant social, scientific or ethical issues.

CB4 - That students can transmit information, ideas, problems and solutions to both a specialized and non-specialized audience.

CB5 - Students must have developed the learning skills necessary to undertake further studies with a high degree of autonomy.

Transversal Competencies:

CT3 - Communication and multilingualism.

CT5 - Information Management and Digital Citizenship.

CT7 - Critical thinking.

CT8 - Teamwork.

In addition to the general and transversal competencies, specific competencies are developed, which are specified below:

C2CC01 - Acquire knowledge, identify and analyze information and communication systems and procedures, in their historical and social context.

C2CC02 - Develop techniques and methodologies for working with documentary sources, applied to research and problem solving in the field of information and communication.

C2CC03 - Analyse, design and plan the production of informative and communicative projects, applying techniques and technologies, adopting strategies for their development and the optimisation of teamwork.

C2CC04 - Communicate, argue and present the objectives, procedures and achievements of work and research, applying formal conventions characteristic of the different means of communication.

The learning outcomes are as follows:

1. Describe the relevant market of a company, also establishing the vectors of transformation of this market that act in the long term (macro-environment).

2. Also, the vectors, in the medium term (competitors, suppliers, intermediaries, customers)

3. Design objective segmentation strategies (based on socio-demographic variables, or purchase frequency) and subjective segmentation strategies (desired benefit, degree of satisfaction)

4. Establish a mapping that shows the positioning of a company, according to different vectors (prices, market rate, profitability, innovation, etc.)

5. Design of a pricing strategy, depending on the established objective of one or more products (launch strategy, consolidation strategy, etc)

Part One: General Concepts

1- Marketing Concepts and Development

- Evolution and development of marketing

- The concept of marketing. Definitions

2- The market and its environment

- The company's environment.

- Demand analysis. Segmentation

3- Consumer Behavior

- The Consumer Decision Process

- Decision-making mechanisms



Part Two: Marketing Variables

4. The Product

- Concept and classification of products

- The Brand

- The development of new products

5. Prices

- Pricing Targets

- Pricing Models

6. Communication

- General Concepts

- The communication mix

- Personal selling

- Advertising

- Sales Promotion

- Public Relations

7. Distribution

- Distribution function. Concepts and definitions

- Selection of distribution channels

- Evaluation of the distribution channel

The subject is developed through master classes and practical classes. The practices are carried out in groups of four people, which are constituted according to affinity groups and are the same for all group practices. There are also small practices that can be individual.



In addition, at least two exams will be held, which are carried out throughout the course, and which contribute 50% to the final grade. Internships contribute 40% and individual internships 10%. At least one of the exams may be face-to-face. However, if the situation so requires, the examination will be carried out via egela.



This evaluation system will be applied both face-to-face and non-face-to-face, if the situation so requires.

• Final Assessment System
• Tools and qualification percentages:
  • Multiple-Choice Test (%): 50
  • Individual works (%): 10
  • Team projects (problem solving, project design)) (%): 40

Evaluation is continuous, through questionnaires and practices.

The multiple-choice questionnaires can be carried out through eGela or in person, if the situation allows it.

The internships are of different types, and while they aim to reinforce the theoretical aspects, they aim to promote the capacity for analysis and calculation.

In any case, to take the face-to-face written exam, you can use only handwriting resources (pen, pen...), including eraser and highlighter. No other recourse is permitted.

The use of mobile phones, calculators or subject notes is expressly prohibited (but this list is not exhaustive) and must remain out of the student's reach throughout the test.



The contribution to the final grade is 5 (Exams) and 5 (Practical).





On final evaluation:

In accordance with article 8.3 of the Regulations Governing Student Assessment, students who wish to abandon continuous assessment and adhere to the final test must submit in writing to the teaching staff responsible for the subject the waiver of continuous assessment within the first nine weeks from the beginning of the semester.



The final evaluation will consist of a multiple-choice exam of about 50 questions and at least two practical tests. The exam will contribute to 70% of the grade and practice to the remaining 30%.

In accordance with article 12.2 of the Regulations Governing Student Assessment, students may withdraw from the call within a period of one month before the end date of the teaching period. The resignation must be submitted in writing to the teaching staff responsible for the subject.

In the case of students taking the final exam, it will be sufficient not to appear for the test set on the official date of the assessment tests

In the extraordinary calls, the stipulations in relation to the final evaluation will be applied.

KOTLER, P., AMSTRONG, G. (2012). Principios de Marketing. Pearson Education, Madrid

Basic bibliography

AAKER, D. (2001). Construir marcas poderosas. Gestión 2000, Barcelona.

COHEN, W. (1990): El Plan de Marketing: procedimientos, formularios, estrategia y técnica, Bilbao Deusto.

KOTLER, P., AMSTRONG, G. (2012). Principios de Marketing. Pearson Education, Madrid.

SAINZ DE VICUÑA, J. M.(2001): El Plan de Marketing en la práctica, ESIC, Madrid, 2001

In-depth bibliography

Kotler. P., Dipak, C.J., Maescincee, S. (2002). El marketing se mueve. Paidós empresa, Barcelona
Llano, F., Calvo, J. (2007). Hoy es marketing. ESIC, Madrid
Lenderman, M., Sánchez, R. (2008). Marketing experiencial. ESIC, Madrid
Montero, F. (2005). Marketing de periódicos y revistas. Pirámide, Madrid
Redondo, I. (2000). Marketing en el cine. Pirámide, Madrid
Santesmases, M. (2004). Marketing, conceptos y estrategias. Pirámide, Madrid

Journals

ESIC, revista española de investigación de marketing
What's new on marketing
Harvard-Deusto Marketing & ventas

It is suggested to check the magazines on library marketing

Web addresses

http://www.marketingdirecto.com/
http://www.foromarketing.com/
http://www.marketingnews.es/
http://www.asociacionmkt.es/