This subject is the continuation of "Marketing Fundamentals", and focuses on the development of the operational dimension of marketing management in the company. Taking as reference the management document called the Marketing Plan, the main decision areas of the marketing mix are studied and developed, which will allow a complete vision of the marketing management process: its planning, execution and control.



It belongs to the subject "Commercial Management", within the "Commerce and Marketing" module, and it develops the content that any organization or company needs to plan its marketing activities, as well as for their implementation and subsequent control. Likewise, it is (along with the subject "Marketing Fundamentals") the basis for any student who wishes to specialize in foreign trade and international marketing.



The knowledge and skills acquired by taking this subject are aligned with the following professional opportunities:

Marketing Director, Commercial Director, Communication Director, Product Director, Promotion Director, Marketing Plan Manager, Commercial Research Manager, Community Manager, Customer Service Manager, Merchandising manager, Commercial strategy manager, Commercial administration manager, Sales manager, Product manager, Commercial department technician, Marketing consultant, Commercial consultant, Sales consultant.



Likewise, it trains any person with an entrepreneurial spirit in the preparation of the marketing plan and communication and commercial actions for their new business.

COMPETENCES:



C1. Be able to adequately use the main marketing policies for the design, implementation and control of marketing plans. Specific. Linked to Competencies G001 and G003 of the Degree.



C2. Develop information management skills: be able to search, analyze and synthesize oral and written information related to operational marketing management, coming from different sources. Cross. Linked to Competencies G002 and G004 of the Degree.



C3. Use theoretical knowledge in solving cases and practical exercises, preparing reports on the matter, both in groups and individually. Cross. Linked to Competencies G005 and G007 of the Degree.



LEARNING OUTCOMES



R1. Understanding the scope and implications of marketing mix policies.



R2. Resolution of cases related to operational marketing management and preparation of commercial reports rigorously using the terminology of the area of knowledge.

Topic 1: The marketing plan.

Topic 2: Product policy.

Topic 3: Price policy.

Topic 4: Distribution policy.

Topic 5: Communication policy.

IN-PERSON ACTIVITIES (60 hours):



- Master classes (36 hours): development of the contents of the subject's syllabus.

- Classroom practices (24 hours): development in the classroom, under the supervision of the teacher, of practical activities that will allow the application of the knowledge acquired by the students. These activities will be group (development of a project related to the subject throughout the semester) and individual (specific tasks related to the syllabus) and may involve the development of information search activities, preparation of written reports and presentations. oral.



NON-PRESENTIAL ACTIVITIES (90 hours):



- Summary of fundamental contents of the subject.

- Review of the powerpoint files that the teacher has used in the development of the master classes.

- Reading in-depth texts recommended by the teacher and reviewed both in the bibliography of each topic of the subject and in eGela.

- Viewing audiovisual material referenced in each topic.

- Resolution of tasks based on practical cases.

- Carrying out self-assessment tests.



Teaching will be done in person. If presence in the classroom is not allowed for health reasons, we will switch to online teaching.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Multiple-Choice Test (%): 60
  • Team projects (problem solving, project design)) (%): 40

All students participate in a continuous evaluation system, unless the teacher is requested to evaluate it by means of a final test, within the official deadline stipulated for this.



a) STUDENTS IN CONTINUOUS EVALUATION



Continuous evaluation consists of:



1st. TEST OF THEORETICAL KNOWLEDGE on all the contents of the syllabus worked through master classes and face-to-face and non-face-to-face activities. It is carried out on the date assigned in the official calendar of evaluation tests of the call. It is a MANDATORY test, it serves to evaluate C1 and C3 competencies, and represents 60% of the final grade for the subject.



2nd. DEVELOPMENT OF A PROJECT RELATED TO THE SUBJECT. It is done in groups throughout the training period. It is a MANDATORY test, and serves to evaluate C2 and C3 competencies and represents 40% of the final grade for the subject.



b) STUDENTS IN FINAL TEST (who requests exemption from continuous evaluation)



Those who request this type of evaluation according to the established official procedure, take the following evaluation tests on the date indicated in the official exam calendar:



1st. TEST OF THEORETICAL KNOWLEDGE on all the contents of the syllabus. It is a MANDATORY test, it serves to evaluate C1 and C3 competencies and represents 60% of the final grade for the subject.



2nd. EXAM OF EXERCISES AND PRACTICAL CASES on the subject of study. It is carried out on the date assigned in the official calendar of evaluation tests of the call. It is a MANDATORY test, it serves to evaluate C2 and C3 competencies and represents 40% of the final grade for the subject.



It is planned to carry out the corresponding evaluation tests in person in one of the center's classrooms. If it is not possible due to health measures, the tests will be carried out electronically.



GRADING OF THE SUBJECT IN THE ORDINARY CALL:



Given the mandatory nature of the evaluation tests proposed in any of the evaluation modalities (continuous and final), the subject cannot be passed without taking both.



Grade calculation = Theoretical knowledge test grade x 0.6 + Project grade / Exercises and practical cases x 0.4



If you do not pass the subject in this call, you can save the grade assigned to the "Project" for the extraordinary call within the course, if desired, as long as a minimum grade of 4 out of 10 has been obtained in said test. Otherwise, the two evaluation tests included must be carried out in the extraordinary call.



The grade obtained in the theoretical knowledge test cannot be saved, regardless of the evaluation modality followed.



WAIVER OF THE CALL:



To waive the extraordinary call, it will be enough to not appear for it. Anyone who does not take the final theoretical knowledge test will be classified as NOT PRESENTED, regardless of the grades obtained in other tests of the evaluation system followed.

In the extraordinary call, the evaluation system consists of:



1st. TEST OF THEORETICAL KNOWLEDGE on all the contents of the syllabus worked during the course through master classes and face-to-face and non-face-to-face activities. It is a MANDATORY test, it serves to evaluate C1 and C3 competencies and represents 60% of the final grade for the subject.



2nd. EXAM OF EXERCISES AND PRACTICAL CASES on the subject of study. It is carried out on the date assigned in the official calendar of evaluation tests of the call. It is a MANDATORY test, it serves to evaluate C2 and C3 competencies and represents 40% of the final grade for the subject. Anyone who has passed the portfolio of exercises and practical cases carried out throughout the training period with more than a score of 4 out of 10 may retain that qualification for this call if they wish, and therefore not take this second test.



It is planned to carry out the corresponding evaluation tests in person in one of the Center's classrooms. If it is not possible due to health measures, the tests will be carried out electronically.



GRADING OF THE SUBJECT IN THE EXTRAORDINARY CALL:



Given the mandatory nature of the evaluation tests proposed in any of the evaluation modalities, the subject cannot be passed without taking both.



Grade calculation = Theoretical knowledge test grade x 0.6 + Project grade / Exercises and practical cases x 0.4



WAIVER OF THE CALL:

To waive the extraordinary call, it will be enough to not appear for it. Anyone who does not attend this call will have a rating of Not Presented or Not Presented.

On the EGELA computer platform, the program syllabus that the teachers will use in the classroom as a guide for the master classes will be made available to students, in electronic format.

Likewise, an attempt will be made to take advantage of the potential of said platform for the management of tasks and activities (proposal, resolution and assessment), to encourage student participation and to address and resolve their possible doubts.

Schemes, articles, news and links to content and educational videos will also be provided through it that serve both to delve deeper into the syllabus and to carry out the tasks assigned.

Basic bibliography

Kotler, P. y Armstrong, G. (2018): Principios de Marketing. (17ª ed.) Madrid. Pearson Educación.

Kotler, P.; Kartajaya, H.; Setiawan, I. (2021): Marketing 5.0. Madrid, LID Editorial Empresarial.

Mediano, L. y Beristain, J.J. (2014): Marketing práctico para pequeños negocios. Madrid, Ediciones Pirámide

In-depth bibliography

Alard, J y Monfort, A. (2017): Plan de comunicación on y off en la práctica. Madrid, ESIC.
Sainz de Vicuña, J.M. (2024): El plan de marketing en la práctica, 25ª edición. Madrid, ESIC.
Sainz de Vicuña Ancín, J.M. (2021): El plan de marketing digital en la práctica, 4ª edición. Madrid, ESIC.
Villanueva,J. y Del Toro, JM (2017): Marketing estratégico.Navarra. EUNSA

Journals

Investigación y Marketing
Harvard Deusto Marketing+ventas

Web addresses

https://www.ipmark.com
https://www.marketingdirecto.com
https://www.marketingnews.es
https://www.puromarketing.com
https://soy.marketing