| Study programme competencies |
|
Code
|
Study programme competences
|
| A8 |
Ser capaz, en base al conocimiento del entorno social, de diseñar y poner en marcha estrategias de marketing eficaces, que contemplen especialmente las variables de comunicación y distribución: mensajes, medios, canales, relación con el cliente, etc, ... |
| A19 |
Capacidad para la recogida, selección y análisis de flujos de información, integración de los mismos en los sistemas y procesos de gestión de la información de la empresa, y aplicación a la toma de decisiones estratégicas y operativas, siempre desde una perspectiva ética. |
| B1 |
Que los estudiantes hayan demostrado poseer y comprender conocimientos en un área de estudio que parte de la base de la educación secundaria general, y se suele encontrar a un nivel que, si bien se apoya en libros de texto avanzados, incluye también algunos aspectos que implican conocimientos procedentes de la vanguardia de su campo de estudio |
| B2 |
Que los estudiantes sepan aplicar sus conocimientos a su trabajo o vocación de una forma profesional y posean las competencias que suelen demostrarse por medio de la elaboración y defensa de argumentos y la resolución de problemas dentro de su área de estudio |
| B3 |
Que los estudiantes tengan la capacidad de reunir e interpretar datos relevantes (normalmente dentro de su área de estudio) para emitir juicios que incluyan una reflexión sobre temas relevantes de índole social, científica o ética |
| B4 |
Que los estudiantes puedan transmitir información, ideas, problemas y soluciones a un público tanto especializado como no especializado |
| B5 |
Que los estudiantes hayan desarrollado aquellas habilidades de aprendizaje necesarias para emprender estudios posteriores con un alto grado de autonomía |
| B6 |
Capacidad para la cooperación, el trabajo en equipo y el aprendizaje colaborativo en entornos interdisciplinares |
| B7 |
Capacidad para analizar tendencias (razonamiento crítico). |
| B8 |
Capacidad de planificación, organización y gestión de recursos y operaciones |
| B9 |
Capacidad de análisis, diagnóstico y toma de decisiones |
| C1 |
Expresarse correctamente, tanto de forma oral como escrita, en las lenguas oficiales de la comunidad autónoma |
| C2 |
Dominar la expresión y la comprensión de forma oral y escrita de un idioma extranjero |
| C3 |
Utilizar las herramientas básicas de las tecnologías de la información y las comunicaciones (TIC) necesarias para el ejercicio de su profesión y para el aprendizaje a lo largo de su vida |
| C4 |
Desarrollar el ejercicio de una ciudadanía respetuosa con la cultura democrática, los derechos humanos y la perspectiva de género |
| C5 |
Entender la importancia de la cultura emprendedora y conocer los medios al alcance de las personas emprendedoras |
| C7 |
Desarrollar la capacidad de trabajar en equipos interdisciplinares o transdisciplinares, para ofrecer propuestas que contribuyan a un desarrollo sostenible ambiental, económico, político y social |
| C8 |
Valorar la importancia que tiene la investigación, la innovación y el desarrollo tecnológico en el avance socioeconómico y cultural de la sociedad |
| C9 |
Tener la capacidad de de gestionar tiempos y recursos: desarrollar planes, priorizar actividades, identificar las críticas,establecer plazos y cumplirlos. |
| Learning aims |
| Learning outcomes |
Study programme competences |
| Understand the importance of marketing as an area of knowledge of the social sciences and its relevance to others knowledge areas.
Understand the importance of marketing as a functional area of the company and its relationship with other functional areas of the organization, and also of its objective and functions. |
A8
A19
|
B1
B2
B3
B4
B5
B6
B7
B8
B9
|
C1
C2
C3
C4
C5
C7
C8
C9
|
| Analyse the environment, competition, and also consumer behaviour, as elements that must be considered by marketing for strategic and operational decision making.
Understand and analyse the variables of marketing-mix and its operational development by organizations.
Approach to the concept of online marketing and its repercussions on current business communication.
|
A8
A19
|
B1
B2
B3
B4
B5
B6
B7
B8
B9
|
C1
C2
C3
C4
C5
C7
C8
C9
|
| Contents |
| Topic |
Sub-topic |
| PART I. Introduction to Marketing. |
01. Introduction and Principles of Marketing. |
| PART II. Strategic Marketing. |
02. The market environment and competence.
03. Consumer behaviour.
04. Market research: an introduction.
05. Market research: qualitative research.
06. Market research: quantitative research.
07. Segmentation and Positioning.
08. Marketing strategy.
|
| PARTE III. Operational Marketing. |
09. Marketing-Mix. Product and Brand.
10. Marketing-Mix. Distribution.
11. Marketing-Mix. Price.
12. Marketing-mix. Promotion/Communication.
|
| Planning |
| Methodologies / tests |
Competencies |
Ordinary class hours |
Student’s personal work hours |
Total hours |
| Oral presentation |
B2 B3 B4 B6 B7 B8 B9 C1 C2 C3 C4 C7 C9 |
15 |
35 |
50 |
| Events academic / information |
A8 A19 B3 B7 C2 C4 |
5 |
0 |
5 |
| Workbook |
A8 B1 B5 B9 C1 C2 C5 C8 |
10 |
20 |
30 |
| Multiple-choice questions |
B1 B5 B9 C2 |
2 |
28 |
30 |
| Guest lecture / keynote speech |
A19 B3 B7 C2 C4 C5 C8 |
25 |
75 |
100 |
| |
| Personalized attention |
|
10 |
0 |
10 |
| |
| (*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. |
| Methodologies |
|
Methodologies |
Description |
| Oral presentation |
In the practical class, the group designated by the lecturer must present the set reading and / or the work from complementary activities. Group members must answer the questions that are formulated. |
| Events academic / information |
So that they can become familiar with the practical cases presented by professionals in the field, students must also attend complementary practical activities (conferences, seminars, workshops and so on). They must reflect on the content and produce an analysis, which will be subject to assessment. |
| Workbook |
To complement the lectures, texts and readings and/or practical tasks based on a variety of topics will be provided for analysis. Students must work in groups to answer the set questions. |
| Multiple-choice questions |
Individual multiple choice test. Each wrong answer will lower the test score. |
| Guest lecture / keynote speech |
The contents of the subject’s theoretical programme will be introduced in a formal lecture, through audiovisual media. The slides will be delivered to the students. The lecturer will monitor lecture attendance; regular attendance is a requirement in assessment procedure. |
| Personalized attention |
|
Methodologies
|
| Oral presentation |
| Workbook |
|
| Description |
| The students will be able to resolve any doubts while they work on the practical cases or readings that they must present. They can also ask questions about topics explained in class. The teacher is assigned an availability for tutorials. |
|
| Assessment |
|
Methodologies
|
Competencies |
Description
|
Qualification
|
| Guest lecture / keynote speech |
A19 B3 B7 C2 C4 C5 C8 |
ATTENDANCE: 10% of the final grade.
Attendance of lectures, as well as of the practical classes, will make up 10% of the final sgrade.
|
10 |
| Oral presentation |
B2 B3 B4 B6 B7 B8 B9 C1 C2 C3 C4 C7 C9 |
READINGS and ORAL PRESENTATION: 40% of the final grade.
Oral reports will be presented on the readings, bibliographic analysis and practical work. They will be done in a group.
Assessment criteria include how well the theoretical is explained, the quality and clarity of the presentation; the accuracy and quality of the answers; the range of primary and secondary sources used and the review of literature.
|
40 |
| Multiple-choice questions |
B1 B5 B9 C2 |
MULTIPLE CHIOCE TEST: 50% of the final grade.
Individual multiple (four options) choice test. Each wrong answer will lower the final score.
|
50 |
| |
|
Assessment comments |
|
STUDENTS EXEMPT FROM CLASS ATTENDANCE AND SECOND OPPORTUNITY.
MULTIPLE CHOICE TEST. 100% of the final grade.
Individual multiple (four options) choice test. Each wrong answer will lower the test score. The score obtained will make up 100% of the final grade for the subject.
|
| Sources of information |
|
Basic
|
|
|
Kotler, P.and Armstrong. G. (2018): “Principles of Marketing”, Pearson, 17th ed. Mitterfellner, O. (2019): “Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry”, Routledge, 1st ed. |
|
Complementary
|
|
|
Aaker, D. (1991). “Managing Brand
Equity: Capitalizing on the Value of a Brand Name”, Free Press, New York.
Lea-Greenwood, G. (2013): “Fashion
Marketing Communications”, Wiley, 1st ed. Ries, A. and Trout, J. (2001):
“Positioning: The Battle for Your Mind”, McGraw-Hill Education.
Santesmases, M. (2011):
“Fundamentals of Marketing”, Pirámide, Madrid. |
| Recommendations |
| Subjects that it is recommended to have taken before |
| Introduction to Fashion Business Management/710G03004 | | Principles of Economics: Fashion Industry/710G03003 | | Global Trends in Fashion: Digital Transformation and Sustainability/710G03008 |
|
| Subjects that are recommended to be taken simultaneously |
| Corporate and Professional Ethics in the Fashion Industry/710G03011 |
|
| Subjects that continue the syllabus |
| Promotional Strategies in Fashion II: Advertising and Public Relations/710G03027 | | Promotional Strategies in Fashion I: Communication/710G03021 |
|
|