Degree | Type | Year | Semester |
---|---|---|---|
2501233 Aeronautical Management | OB | 3 | 1 |
None
Develop learning activities and apply knowledge in the areas of business strategy and marketing development and other techniques of marketing and customer knowledge
As regards the strategy and business policy part, the syllabus includes the following sections:
Topic 1. Business strategy:
Topic 2. Strategic diagnosis:
Topic 3. Business strategies:
Topic 4. Corporate strategies:
Regarding the part of marketing the agenda includes the following topics:
A) INTRODUCTION TO MARKETING
1.- Fundamentals of marketing: basic concepts
2.-Commercial planning
3.-Commercial research
B) MARKETS, DEMAND AND CONSUMER BEHAVIOR
1.-Markets and demand
2.-Market segmentation
3.- Product positioning
C) DESIGN OF MIX MARKETING STRATEGIES
1.- Design of strategies
2.- Product and brand decisions
3.- Decisions on prices
4.- Distribution channel decisions
5.- Communication decisions
Teaching will be offered on campus or in an on-campus and remote hybrid format depending on the number of students per group and the size of the rooms at 50% capacity.
Teacher-students relationship
The general and relevant information about the subject that details the contents of the teaching guide, such as the dates of continuous assessment and dates and conditions of the work assignments, will be published on the virtual campus (or equivalent site) and may be subject to changes of programming for reasons of adaptation to possible incidents; the virtual campus will always be informed about these changes as it is understood that the virtual campus is the usual mechanism for exchanging information between teacher and student.
Languages
The classes will be done mostly in Catalan or Spanish, although the appearance of terms in English is very common. The written material or support for the subject (notes, bibliography, references or even statements of practices, exercises or cases) can be provided either in Catalan or Spanish or in English and in this case the use of the English language It can be not exceptional but usual. All tests and exams will be written in Catalan or Spanish. The answers to the tests and the exercises can be delivered (and if applicable) indistinctly in Catalan, Spanish or English.
Lectures, cases, seminars, and sessions for solving exercises
It is in these sessions that present the basic contents that students need to enter into the topics that make up the program. At the same time, they will indicate the possible ways to complete or deepen the information received in these sessions.
During the sessions, the case method can also be used as a teaching tool, depending on the degree of participation of the students. These sessions can be complemented with seminars, workshops and conferences conducted or supervised by the teaching team.
During the course, teamwork and the collaborative exchange of information and tools for solving problems will be encouraged. However, the final learning process must be individual, highlighted by the autonomous activity of each student, who will have to complement and enrich the work initiated in the course's directed sessions. The supervised activity, around regular tutorials and sporadic consultations carried out during the course, is also an indispensable tool in the acquisition of the knowledge that the subject provides.
The proposed teaching methodology may undergo some modifications according to the restrictions imposed by the health authorities on on-campus courses
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Marketing exercices | 22 | 0.88 | 4, 10, 9, 11, 8, 16, 19 |
Marketing sessions | 22.5 | 0.9 | 4, 10, 11, 8, 19 |
Seminars | 8 | 0.32 | 2, 3, 4, 6, 7, 9, 8, 12 |
Strategy exercices | 22 | 0.88 | 16, 14, 19, 12 |
Strategy sessions | 22.5 | 0.9 | 7, 10, 11, 8, 12 |
Type: Supervised | |||
Marketing plan fulfillment | 25 | 1 | 2, 4, 1, 5, 15, 13, 18 |
Type: Autonomous | |||
Study, lectures and analysis | 96 | 3.84 | 4, 7, 10, 9, 11, 8, 16, 14, 19, 12 |
The evaluation of the subject takes into account the following elements:
It is necessary to individually pass the Strategy and Business Policy part and the Marketing part. This means getting 50% or more of Exam and Exercises (weighted average) from each part,
Grade Calculation:
Distinctions:
Granting a Distinction grade (A+) is a decision of the faculty responsible of the subject. The regulations of the UAB indicate that disctintions can only be awarded to students who have obtained a final grade of 9.00 or more. It can be granted up to 5% of the total number of students enrolled.
No assessment possible criteria:
A student will be considered "No assessment possible" (NA) if it has not been presented in a set of activities whose weight equals to a minimum of two thirds of the total grade of the subject.
Recovery process:
In accordance with the Academic Regulations of the UAB to be able to participate in the recovery, the student must have been previously evaluated in a set of activities whose weight equals a minimum of two-thirds of the total qualification of the subject module. Additionally, the faculty responsible for the course can require students to have obtained a minimum grade in the average of the subject to be able to present themselves to the recovery.
Evaluation of repeating students:
No differentiated treatment is required for repeat students.
Irregularities by the student, copy, and plagiarism:
Without prejudice to other disciplinary measures considered appropriate, the irregularities committed by the student that can lead to a variation in the rating of an evaluation act will be qualified with a zero. Therefore, copying, plagiarizing, cheating, copying, etc. In any of the assessment activities, it will imply suspending it with a zero.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Marketing Exam | 25% | 2 | 0.08 | 4, 7 |
Marketing Exercices | 20% | 1 | 0.04 | 2, 3, 4, 1, 6, 5, 10, 9, 11, 15, 13, 14, 17, 18, 19 |
Seminars | 10% | 1 | 0.04 | 3, 4, 6, 7, 9, 11, 8, 13, 14, 18, 12 |
Strategy Exam | 25% | 2 | 0.08 | 7, 12 |
Strategy Exercices | 20% | 1 | 0.04 | 7, 9, 8, 15, 16, 17, 12 |
Strategy:
GRANT, R.M. (2006): Dirección estratégica. Madrid: Civitas.
JOHNSON, G., SCHOLES, K. y WHITTINGTON, R. (2006): Dirección estratégica (7ª ed.). Madrid: Pearson
Prentice Hall.
Marketing:
M. SANTESMASES, Mª J. Merino, J. Sanchez y T. Pintado: "Fundamentos de Marketing", Ed. Pirámide (2009), 1ª edición adaptada al EEES
KOTLER P., ARMSTRONG (2009) Introducción al Marketing (3ª ed.) Pearson – Prentice Hall
ÁGUEDA ESTEBAN Y J.A.MONDÉJAR (2015) "Fundamentos de Marketing", Esic, 2ª edición
MUNUERA, J.L. Y A.I RODRIGUEZ (2012) Estrategias de Marketing. ESIC Ediciones
ÁGUEDA ESTEBAN Y CARLOTA LORENZA (2013) " Dirección Comercial", Esic, 1ª edición
SAIZ DE VICUÑA, JMª (2009) El Plan de Marketing en la Práctica ESIC Ediciones
Not necessary