2022/2023
Strategic and Operational Marketing
Code: 103159 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | OB | 3 | 2 |
Contact
- Name:
- Jorge Menal Casas
- Email:
- jorge.menal@uab.cat
Use of Languages
- Principal working language:
- catalan (cat)
- Some groups entirely in English:
- No
- Some groups entirely in Catalan:
- No
- Some groups entirely in Spanish:
- No
Other comments on languages
Language of partial use, for some thematic modules and to take care of foreign studentsTeachers
- Pere Navalles Villar
Prerequisites
Knowledge of basic operational marketing.
Need to know specific business marketing and communication vocabulary.
Knowledge of basic operational marketing techniques, Ansoff Matrix, Dafo, etc.
Interest in the economic, business and communication reality of the Catalan, Spanish and European environment.
Objectives and Contextualisation
Have a precise conception of what is the business marketing strategy.
- Acquire an overview of the strategic marketing process. ON and Off line
- The strategic management of business marketing. In concrete real cases and throughout a project
full of business
- Concepts, strategic tools and essential tactics of the Traditional Marketing strategy and
Digital
- The strategic marketing process. the value chain, sustainable competitive advantages. and the
different branding and product positioning strategies. ON and OFF line
Competences
- Analyse market data (competition and brand image) to develop a communication plan.
- Introduce changes in the methods and processes of the field of knowledge to provide innovative responses to the needs and demands of society.
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
- Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
- Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
- Students must develop the necessary learning skills in order to undertake further training with a high degree of autonomy.
- Take account of social, economic and environmental impacts when operating within one's own area of knowledge.
- Take sex- or gender-based inequalities into consideration when operating within one's own area of knowledge.
Learning Outcomes
- Analyse a situation and identify its points for improvement.
- Communicate using language that is not sexist or discriminatory.
- Describe the nature of exchange relations between advertising companies and consumers.
- Identify situations in which a change or improvement is needed.
- Identify the consumer's needs and appraise their role in the purchasing process.
- Propose projects and actions that incorporate the gender perspective.
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
- Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
- Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
- Students must develop the necessary learning skills in order to undertake further training with a high degree of autonomy.
- Weigh up the impact of any long- or short-term difficulty, harm or discrimination that could be caused to certain persons or groups by the actions or projects.
Content
TEMARY
Block I: Introduction to strategic and operational marketing on and off line. Basic economic and technological vocabularies to understand the subject
Block II: Macro environment and Micro environment On and OFF line
Block III: Strategic marketing. The value chain. The 5 forces of Porter. leadership strategies, costs, by focus and differentiation. ON and OFF positioning strategies.
Block IV. Operational marketing OFF. The 4 Ps
Block V: Online operational marketing - The 4Ps
Block VI: New marketing Trends: Marketing Intelligence, and Neuromarketing
Methodology
2nd term: FACE-TO-FACE (100% of classes in classrooms):
The proposed teaching methodology and assessment may be subject to change depending on the attendance restrictions imposed by the health authorities.
Methodology
The subject will be developed in two parallel, articulated and complementary lines:
Classes will be taught in Spanish, Catalan and English. A part of the agenda, still to be finalized, will be impacted
in English. probably will be one third of the sessions approx.
a) The linear review of a set of basic contents on strategic and operational marketing on and off
line
b) The work will focus on a problem of marketing and promotion of a product where strategic and operational marketing will be used.
While in the theoretical sessions we will review the concepts of strategic and operational marketing, in the practical sessions the students will progress in a parallel and coherent way in approaches and evolution of the work of a concrete case of reference (real or simulated), on which they will go applying all the knowledge acquired ON and OFF.
The students will be organized in groups. Each theoretical session will be accompanied by a practice evaluated to be done in class and / or at home. Each group will work on the case from a specific and different perspective, agreed between the teacher and the group.
A draft Mk ON and OFF line plan will be developed in groups that will be tutoring several times during the course, partial deliveries evaluated, which will finally be presented orally and in writing.
The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary information for the proper follow-up of the subject. In caseof a change of teaching modality for health reasons, teachers will make readjustments in the schedule and methodologies.
In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
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.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Face-to-face sessions theory and practice | 50 | 2 | 1, 2, 3, 5, 4, 6, 10, 9, 8, 11 |
| Type: Supervised | |||
| Group tutorials | 4 | 0.16 | 7 |
| Resolution of cases in the classroom or at home | 3.5 | 0.14 | 1, 2, 7, 3, 5, 4, 6, 10, 9, 8, 11 |
| Type: Autonomous | |||
| Preparation of the report and the presentation of the 3 deliveries of the course work | 40 | 1.6 | 1, 2, 3, 5, 4, 6, 10, 9, 8, 11 |
| Research, readings, preparation of synthesis tests (exam) | 45 | 1.8 | 1, 2, 7, 3, 5, 4, 6, 10, 9, 8 |
Assessment
Evaluation
The evaluation of the subject will be made from:
- Evaluation of the resolution of cases in the classroom or at home 30% (individual evaluation and / or groups).
All the practices are the same for a total of 30% of the final grade. The practices are NOT recoverable (unless justified FORCE MAJEURE)
- Exhibition and preparation of the report of the course work - first delivery: and 1st TUTORIAL 5% (group evaluation).
- Exhibition and preparation of the report of the course work - second delivery: and 2nd TUTORIAL 5% (group evaluation).
-Exhibition and preparation of the report of the course work - third delivery: 5% (group evaluation).
- Exhibition and preparation of the FINAL report of the course work - WRITTEN SUBMISSION: 15% (group evaluation).
AND ORAL PRESENTATION 10% (TOTAL PROJECT 5 + 5+ 5 + 10 + 15 = 40% FINAL GRADE)
- Written synthesis test (FINAL EXAMINATION): 30% (individual evaluation).
MINIMUM REQUIREMENTS TO NOT GO TO RECOVERY
THERE ARE 3 BLOCKS A) PRACTICES B) PROJECT C) EXAM.- B and C are recoverable (project and exam)
The activities that are excluded from the recovery process are: PRACTICES (30%).
The exam, in case you have a grade lower than 3.5, will have a resit exam.
Internships are NOT recoverable, except in cases of force majeure.
The group work of the subject is compulsory, in cases of force majeure it will be possible to present an individual work of recovery to obtain a maximum qualification of 5/10.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Evaluation of resolved cases (practices) in the classroom or at home (group evaluation). | 30% | 1.5 | 0.06 | 1, 2, 7, 3, 5, 4, 6, 10, 9, 8, 11 |
| Exhibition and preparation report course work - third delivery (group evaluation) | 5% | 0 | 0 | 1, 2, 7, 3, 5, 4, 6, 10, 9, 8 |
| Exhibition and preparation report work of course - first delivery (group evaluation) | 5% | 1 | 0.04 | 1, 2, 7, 3, 5, 4, 6, 10, 9, 8 |
| Exhibition and preparation report work of course - second delivery (group evaluation) | 5% | 1 | 0.04 | 7 |
| Final delivery Written project in groups | 15% | 0 | 0 | 1, 2, 7, 3, 5, 4, 6, 10, 9, 8 |
| Final exam | 30% | 3 | 0.12 | 1, 2, 3, 5, 4, 6, 10, 9, 8, 11 |
| ORAL FINAL EXHIBITION OF THE PROJECT (group evaluation) | 10% | 1 | 0.04 | 7 |
Bibliography
Bibliography
BASIC BIBLIOGRAPHY
Kotler. P.(2017) “Fundamentos de Marketing”. edic 13- Editorial ADISSON-WESLEY
Porter, M. (2010) "La Ventaja Competitiva".Editorial PIRAMIDE
Santemases, M. (2012)“ Marketing , conceptos y estrategias" 6TA EDICIÓN.Madrid. Editorial PIRMIDE.
Throughout the course, other articles and documents especially related to the subject will be delivered.
FURTHER READING
Lambin, JJ Strategic Marketing v3 Esic, Madrid 2003
Moliné, Marçal malice to sell with Deusto brand, Bilbao 1996
Porter, M The Competitive Advantage
Ries, A & Trout, J Positioning McGraw Hill, Madrid 1989
Ries, A & Trout, J The 22 Immutable Laws of Marketing Harper Busine 1993
Aaker, David A. Building powerful brands Gestión 2000, Barcelona 1996
Aaker, David A. & Joachimsthal, E. Deusto brand leadership, Bilbao 2001
Aaker, David A. et al. Brand Management Harvard Business Review, Deusto 1977
Agejas, J. A. & Serrano F.J. (Coords.) Ethics of Communication and Information Ariel Comunicación,Barcelona 2002
Alonso Rivas, Javier Consumer Behavior Esic, Madrid 2001
Ambler, Tim Marketing and Benefits: Measurement systems and value creation Prentice Hall (Pearson Ed.),Madrid 2001
Aznar, H. & Catalán, M. Ethical advertising and marketing codes Ariel Comunicación, Barcelona 2000
Herreros Arconada, Mario Advertising (Fundamentals of advertising communication) Editorial Pórtico,Barcelona, 1995
Software
no software