| Study programme competencies |
|
Code
|
Study programme competences
|
| A8 |
To be able to design and implement efficient marketing strategies from knowledge of the social environment, with a focus on communication and distribution: messages, media, channels, customer relationships, etc… |
| A19 |
To acquire the capacity to collect, select and analyse information flows; their integration in the information systems and processes of the firm; and their application to strategic and operational decision-making; always from an ethical perspective |
| B1 |
That students demonstrate that they acquired and understood knowledge in a study area that originates from general secondary education and that can be found at a level that, though usually supported by advanced textbooks, also includes aspects implying knowledge from the avantgarde of its field of study |
| B2 |
That students know how to apply their knowledge to their job or vocation in a professional form, and have the competencies that are usually demonstrated through elaboration and advocacy of arguments and problem resolution within their field of study |
| B3 |
That students have the capacity to collect and interpret relevant data (normally within their field of study) in order to issue judgements that include a reflection upon relevant topics in the social, scientific or ethical realm |
| B4 |
That students may convey information, ideas, problems and solution to the public, both specialized and not |
| B5 |
That students develop those learning skills that are needed to undertake ulterior studies with a high degree of autonomy |
| B6 |
Capacity for cooperation, team-work and collaborative learning in interdisciplinary settings |
| B7 |
Capacity to analyse trends (critical thinking) |
| B8 |
Capacity to plan, organize and manage resources and operations |
| B9 |
Capacity to analyse, diagnose and take decisions |
| C1 |
Adequate oral and written expression in the official languages. |
| C2 |
Mastering oral and written expression in a foreign language. |
| C3 |
Using ICT in working contexts and lifelong learning. |
| C4 |
Acting as a respectful citizen according to democratic cultures and human rights and with a gender perspective. |
| C5 |
Understanding the importance of entrepreneurial culture and the useful means for enterprising people. |
| C7 |
Developing the ability to work in interdisciplinary or transdisciplinary teams in order to offer proposals that can contribute to a sustainable environmental, economic, political and social development. |
| C8 |
Valuing the importance of research, innovation and technological development for the socioeconomic and cultural progress of society. |
| C9 |
Ability to manage times and resources: developing plans, prioritizing activities, identifying critical points, establishing goals and accomplishing them. |
| 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. Posner, H. (2.015): “Marketing
Fashion. Strategy, Branding and Promotion”, Laurence King Publishing Ltd.,
London. |
|
Complementary
|
|
|
Aaker, D. (1991). “Managing Brand
Equity: Capitalizing on the Value of a Brand Name”, Free Press, New York. Chevalier, M. and Mazzavolo, G. (2008): “Luxury
Brand Management: A World od Privilege”, Jhon Willey and Sons, Singapore. Jackson, T. and Shaw, D. (2006): “The Fashion
Handbook”, Routledge, London. Lea-Greenwood, G. (2013): “Fashion Marketing Communications”,
Wiley, 1st Ed. Lee, S. and Preez, W. du (2007): “Fashioning
the Future: Tomorrow’s Wardrobe”, Thames & Hudson, London. Merino , M. J. (coord.) (2015): “Introduccción
a la investigación de mercados”, ESIC, Madrid, 2a Ed. Ries, A. and Trout, J. (2001):
“Positioning: The Battle for Your Mind”, McGraw-Hill Education. Ryan, D. (2014): “Understanding
Digital Marketing: Marketing Strategies for Engaging the Digital Generation”,
Kokan Page, London. Santesmases, M. (2011):
“Fundamentals of Marketing”, Pirámide, Madrid. Tungate, M. (2008): “Fashion
Brands”, Kogan Page, London, 3rd Ed. |
| 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 |
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