Degree | Type | Year | Semester |
---|---|---|---|
2501935 Advertising and Public Relations | OB | 3 | 2 |
You can check it through this link. To consult the language you will need to enter the CODE of the subject. Please note that this information is provisional until 30 November 2023.
SYLLABUS
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
The course will combine lectures in which the basic theoretical content will be taught and practical exercises in which the knowledge acquired in the theoretical sessions will be applied.
The detailed calendar with the content of the different sessions will be displayed on the day of the presentation of the course. It will also be posted on the Virtual Campus where students can find a detailed description of the exercises and practices, the various teaching materials and any information necessary for the proper monitoring of the subject.
In the event of a change of teaching modality for health reasons, the teaching staff will inform of the changes that will take place in the course programme and in the teaching methodologies.
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 | |||
Seminars and practices | 37.5 | 1.5 | 2, 7, 3, 5, 4, 6, 11, 8, 9, 12 |
Theory sessions | 15 | 0.6 | 1, 2, 3, 5, 4, 6, 11, 10, 9, 12 |
Type: Supervised | |||
Tutorials | 7.5 | 0.3 | 7, 3, 5, 10 |
Type: Autonomous | |||
Carrying out exercises, readings and study | 82.5 | 3.3 | 1, 2, 3, 5, 4, 6, 11, 10, 8, 9, 12 |
This subject follows an ongoing evaluation and does not foresee a single evaluation.
The evaluation items are three:
Practicals and exercises. They are worth 30% of the final mark. They are not recoverable.
Coursework. Value 40%. Can be made up.
Exam. Value 30%. Make-up exam. With a grade lower than 3.5 it will be necessary to make up the exam.
The final grade of the course is obtained from the weighted average of the three evaluation items. If the grade of 5 is not reached, it will be necessary to take the exam again.
Recovery
Students will have the right to make up the course if they have been evaluated on all the activities whose weight is at least 2/3 of the total grade of the course.
Plagiarism
In the event that a student commits any irregularity that may lead to a significant variation in the grade of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that may take place. In the event of several irregularities occurring in the assessment acts of the same subject, the final grade for this subject will be 0.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Course work | 40% | 2 | 0.08 | 1, 2, 7, 3, 5, 4, 6, 11, 10, 8, 9 |
Final exam | 30% | 3 | 0.12 | 1, 2, 3, 5, 4, 6, 11, 10, 9, 12 |
Practices | 30% | 2.5 | 0.1 | 1, 2, 7, 3, 5, 4, 6, 11, 10, 8, 9, 12 |
Kotler. P. (2017). Fundamentos de Marketing. 13ª ed.Adisson-Wesley.
Porter, M. (2010). La Ventaja Competitiva. Pirámide.
Santemases, M. (2012). Marketing, conceptos y estrategias. 6ª ed. Pirámide.
Throughout the course, other articles and documents especially related to the subject will be delivered.
No software required.