Academic management

Marketing Strategy is the first subject within the “Market Management” module. It is a compulsory subject scheduled in the first semester of the second year.

Successful marketing of goods and services is not a matter of chance but the result of rigorous planning. The purpose of this subject is to build a theoretical frame to be used as the basis for such a planning. This is an issue that is easy to understand when the strong link between financial results and Marketing performance is taking into account. Marketing Strategy is therefore the ground on which to build specific knowledge that will be developed in subsequent subjects related to specific Marketing variables: - Brand and Product Policy, Distribution and Marketing Channels, Price and Promotion Policy, Advertising and Public Relations-; with the environment in which Marketing decisions are taken –eCommerce, International Marketing-; or with market knowledge –Market Research-.

There are no specific prerequisites beyond those in relation to the position of the subject on the first semester of the second academic year, as stated by the syllabus of the Degree in Commerce and Marketing. Specifically, a basic understanding of the fundamentals of Business Administration, acquired in the first course – second semester subject “Introduction to Business” is convenient.

General competencies
CG1 Ability for analysis and synthesis.
CG3 Learning ability.
CG5 Ability for working and learning independently.
CG6 Ability for teamwork.
CG7 Opening towards learning along the whole life.
CG8 Problem resolution.
CG9 Decision-making.
CG10 Working at a multifunctional team.
CG12 Ability for interpersonal relations.
CG14 Critical reasoning.
CG16 Adaptability to changing environments.
CG17 Creativity.
CG20 Initiative and entrepreneurship.
CG21 Motivation for quality.
CG22 Concern for environmental issues.
CG23 Integration of democratic values and the culture of peace at the work environment.
CG24 Integration of equal  rights and opportunities between men and women at the work environment.
CG25 Integration of equal  opportunities and universal accessibility to disabled people in the work environment.

Specific Competencies:
CE9 To know the relationship between the Marketing department and the rest of departments of the firm.
CE13 To be able to analyse and apply concepts, principles and techniques for Marketing planning.
CE21 To understand consumer behaviour and variables that influence purchase decisions.
CE22 To know the ways and means to integrate quality and social responsibility in a company.
CE24 To be able to identify and evaluate business opportunities.

Learning Results:
RA3.1. Understanding the role of Marketing strategy within business strategy.
RA3.2. Being able to distinguish Strategic Marketing and Operational Marketing.
RA3.3. Delimiting market reference and analysing environment.
RA3.4. Applying the fundamentals of market segmentation.
RA3.5. Understanding the main relevant factors of consumer behaviour as well as their main business implications.
RA3.6. Knowing the different procedures of demand forecasting.
RA3.7. Designing a Marketing Plan linking operational Marketing variables to Marketing strategy.

Abbreviated contents
Lesson 1. Marketing scope.
Lesson 2. Marketing environment.
Lesson 3. Consumer markets.
Lesson 4. Business markets.
Lesson 5. Segmentation and positioning.
Lesson 6. Market and demand forecasting.
Lesson 7. Strategies and policies.

Basic references
Kotler, P.; Armstrong, G.; Harris, L. and He, H. (2020): Principles of Marketing, eigth European edition. Pearson Education Limited.
Kotler, P.; Keller, K.L.; Brady, M.; Goodman, M. and Hansen, T. (2009) Marketing Management Pearson Education Limited. Chapter six.
Cravens, D.W. and Piercy, N.F. (2009): Strategic Marketing, ninth international edition. Mc-Graw Hill.

Comprehensive contents
In the following section, the above cited abbreviated contents will be explained, with specific mention to the corresponding chapters of the basic references:

1.    Marketing scope.
1.1.    Marketing: Needs, wants and demands.
1.2.    Goods, services and experiences.
1.3.    Value, satisfaction and loyalty.
1.4.    Transactions and relations.
1.5.    The Marketing Plan

Basic references
Kotler, P.; Armstrong, G.; Harris, L. and He, H. (2020): Principles of Marketing, eigth European edition. Pearson Education Limited.
.

2.    Marketing environment.
2.1.    Macroenvironment.
2.2.    Microenvironment.
2.3.    Environment

Basic references
Kotler, P.; Armstrong, G.; Harris, L. and He, H. (2020): Principles of Marketing, eigth European edition. Pearson Education Limited.

3.    Consumer markets.
3.1.    Characteristics affecting consumer behaviour.
3.2.    The buyer decision process.
3.3.    Types of buying decision behaviour.

Basic references
Kotler, P.; Armstrong, G.; Harris, L. and He, H. (2020): Principles of Marketing, eigth European edition. Pearson Education Limited.

4.    Business markets.
4.1.    Characteristics of business markets.
4.2.    The business buying process.
4.3.    Types of buying situation and participants in the business buying process.

Basic references
Kotler, P.; Armstrong, G.; Harris, L. and He, H. (2020): Principles of Marketing, eigth European edition. Pearson Education Limited.

5.    Segmentation and positioning.
5.1.    Market segmentation.
5.2.    Market targeting.
5.3.    Differentiation and positioning.

Basic references
Basic references
Kotler, P.; Armstrong, G.; Harris, L. and He, H. (2020): Principles of Marketing, eigth European edition. Pearson Education Limited.

6.    Market and demand forecasting.
6.1.    Demand dimensions.
6.2.    Measuring demand.
6.3.    Demand forecasting.

Basic references
Kotler, P.; Keller, K.L.; Brady, M.; Goodman, M. and Hansen, T. (2009) Marketing Management Pearson Education Limited. Chapter six.

7.    Strategies and Policies.
7.1.    Competitive strategies.
7.2.    Marketing strategies

Basic references
Kotler, P.; Armstrong, G.; Harris, L. and He, H. (2020): Principles of Marketing, eigth European edition. Pearson Education Limited.

The following table shows the distribution of the different activities of the subject:

7.  Assessment

Student assessment will be done in the following manner:

For continuous assessment, students will organize in working teams of reduced size. Each group will work and present practical cases and will develop a Marketing Plan for a given company, and the development of such work will be monitored during practical classes and seminars, in which each group will do oral presentations with a summary of the work done.

For all the examination periods (January, June, July) within the same academic year, final mark will be calculated as the sum of the Continuous Assessment and the Final Exam (with the aforementioned minimum) Continuous assessment marks, as obtained during lecturing period, will be saved and valid for the three exam opportunities. Grades as follows: Pass with 5 points, Notable with 7 points, Sobresaliente with 9 points.

The differentiated evaluation will be carried out through an exam that will consist of two parts: examination of theoretical contents (60% of the grade) and examination of practical contents (40%). The examination of theoretical content will consist of the same final evaluation test taken by students on a full-time dedication regime, having to meet the final evaluation requirements established in the Syllabus. The examination of practical contents will consist of a specific exam in which, by solving issues associated with a practical case, the student's ability to apply the theoretical foundations of the subject will be assessed. This practical evaluation exam will take place on the same day that the final exam is developed according to the dates set for it in the different calls that take place throughout the academic year.

Given that the evaluation regulation contemplates the possibility that the Syllabus includes a generic procedure for the students to whom the differentiated evaluation is granted, this generic procedure is indicated here. In any case, it will be the Schools Government Commission, which will evaluate and resolve the specific procedure after a report from the coordinator of the subject.

Exceptionally, when sanitary conditions require it, online evaluation methods may be implemented. Such this be the case, students will be informed.

Basic references

Kotler, P.; Armstrong, G.; Harris, L. and Piercy, J. (2017): Principles of Marketing, seventh European edition. Pearson Education Limited.
Kotler, P.; Keller, K.L.; Brady, M.; Goodman, M. and Hansen, T. (2009) Marketing Management Pearson Education Limited. Chapter six.
Cravens, D.W. and Piercy, N.F. (2009): Strategic Marketing, ninth international edition. Mc-Graw Hill.

Additional references (classical readings on Marketing)
Bagozzi, R.P. (1975): “Marketing as Exchange”. Journal of Marketing, 39 (4), pp. 32-39.
Berry, L.L. (1983): “Relationship Marketing”, en Berry, L.L.; Shostack, G.L. y Upah, G. (eds.): Emerging Perspectives on Services Marketing, American Marketing Association, Chicago, pp. 25-28.
Bonoma, T.V. y Johnston, W.J. (1978): “The Social Psychology of Industrial Buying and Selling”. Industrial Marketing Management, 17, pp. 213-224.
Borden, N. H. (1964): “The Concept of the Marketing Mix”, Journal of Advertising Research, vol. 4, junio, pp. 2-7.
Brown, H. I. (1996): “Art or Science?: Fifty Years of Marketing Debate”, Journal of Marketing Management, vol. 12, octubre, pp. 50-55.
Copeland, M. (1923): “The Relation of Consumers` Buying Habits to Marketing Methods”. Harvard Business Review, 1 (2), pp. 282-284.
Grönroos, C. (1989): “Defining Marketing: A Market-Oriented Approach”. European Journal of Marketing, 23 (1), pp. 52-60.
Grönroos, C. (1995): “Relationship Marketing: The Strategy Continuum”. Journal of the Academy of Marketing Science, 23 (4), pp. 252-254.
Howard, J.A. (1983): “Marketing Theory of the Firm”. Journal of Marketing, 47 (4), pp. 90-100.
Hunt, S.D. (1976): "The Nature and Scope of Marketing". Journal of Marketing, 40 (3), pp. 17-28.
Kaish, S.(1967): “Cognitive Dissonance and the Classification of Consumer Goods”. Journal of Marketing, 31 (2), pp. 28-31.
Kotler, P. (1972): “A Generic Concept of Marketing”. Journal of Marketing, 36 (2), pp. 46-54.
Levitt, T. (1960): “Marketing Myopia”. Harvard Business Review, 43 (6), pp. 81-94.
Priem, R.L. (1992): “Industrial Organization Economics and Alderson`s General Theory of Marketing”. Journal of the Academy of Marketing Science, 20 (4), pp. 135-142.
Sheth, J.N. (1973): “A Model of Industrial Buyer Behaviour”. Journal of Marketing, 37 (4), pp. 50-56.
Smith, W. R. (1956): “Product Differentiation and Market Segmentation as Alternative Marketing Strategies”, Journal of Marketing, vol. 21, julio, pp. 3-8.
Webster, F.E. y Wind, Y. (1972): “A General Model for Understanding Organizational Buying Behavior”. Journal of Marketing, 36 (2), pp. 12-19.

Websites
•    Marketing Science Institute: www.msi.org
•    American Marketing Association: https://www.ama.org
•    European Marketing Association: http://www.emac-online.org
•    Asociación Española de Estudios de Mercado, Marketing y Opinión: www.aedemo.es
•    Asociación Española de Marketing Académico y Profesional: www.aemark.es
•    Ipmark: www.ipmark.com
•    Kotler Marketing Group: http://www.kotlermarketing.com/
•    Marketing directo: www.marketingdirecto.com
•    Marketing news: www.marketingnews.es
•    Puro marketing: www.puromarketing.com
•    Ries & Ries: http://www.ries.com/
•    Working Knowledge-Harvard Business School: http://hbswk.hbs.edu/topics/marketing.html