Strategic and Operational Marketing
Code: 103159 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| 2501935 Advertising and Public Relations | OB | 3 |
Contact
- Name:
- Elaine Aparecida Lopes Da Silva
- Email:
- elaine.lopes@uab.cat
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
Objectives and Contextualisation
Learning Outcomes
- CM21 (Competence) Design marketing plans that take suppliers, budgets, and cost control into account.
- CM22 (Competence) Plan an advertising strategy while taking stakeholders and social impact into account.
- CM24 (Competence) Design advertising campaign strategies while avoiding any gender bias.
- KM26 (Knowledge) Indicate the significance of the stages of analysis, diagnosis, strategy, and action involved in the design and planning of persuasive communication campaigns.
- SM20 (Skill) Determine the communication objectives for the design of the most appropriate advertising strategies while considering the needs of brands and audiences.
- SM22 (Skill) Analyse the consumer to determine the most suitable insight for the design of an advertising campaign strategy.
Content
SYLLABUS
Block I: Introduction to strategic and operational marketing.
Block II: Macro environment and Micro environment.
Block III. Brand Strategies.
Block IV: The 4 P's in the International environment.
Block V: Consumer behavior.
Block VI: New trends: “Neuromarketing, Digital Marketing”.
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Seminars and practices | 37.5 | 1.5 | CM21, CM22, CM24, KM26, SM20, SM22, CM21 |
| Theory sessions | 15 | 0.6 | CM21, CM22, CM24, KM26, SM20, SM22, CM21 |
| Type: Supervised | |||
| Tutorials | 7.5 | 0.3 | CM21, CM22, CM24, KM26, SM20, SM22, CM21 |
| Type: Autonomous | |||
| Carrying out exercises, readings and study | 82.5 | 3.3 | CM21, CM22, KM26, SM20, SM22, CM21 |
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 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.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Course work | 45% | 2 | 0.08 | CM21, CM22, CM24, KM26, SM20, SM22 |
| Final exam | 30% | 3 | 0.12 | CM21, KM26, SM20, SM22 |
| Practices | 25% | 2.5 | 0.1 | CM21, CM22, CM24, KM26, SM20, SM22 |
Continuous evaluation
The final grade of the subject is obtained from the weighted average of the three assessment items. If you do not reach the qualification of 5, you will have to go to recovery:
• Practices and exercises. Value 25% of the final grade.
• Course work. Value 45% of the final mark.
• Exam. Value 30% of the final grade.
Single evaluation
The final grade for the subject is obtained from the weighted average of the three assessment items. If you do not reach the qualification of 5, you will have to go to recovery:
• Test of resolution of practical cases. Value 25% of the final grade.
• Course work. Value 45% of the final grade.
• Exam. Value 30% of the final grade. The exam model is different from that of continuous evaluation.
Recovery: Continuous evaluation
Students will have the right to retake the subject if they have been assessed for the set of activities whose weight is equivalent to a minimum of 2/3 of the subject's total grade.
The following activities can be recovered:
• Course work.
• Exam.
Recovery: Single evaluation
Students will have the right to retake the subject if they have been assessed for the set of activities whose weight is equivalent to a minimum of 2/3 of the subject's total grade.
The following activities can be recovered:
• Course work.
• Exam.
Plagiarism
In the event that the student commits any irregularity that could lead to a significant variation in the grade of an assessment act, this assessment act will be graded with 0, regardless of the disciplinary process that may be instituted. In the event that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
Bibliography
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.
Software
No software required.
Language list
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (PLAB) Practical laboratories | 51 | Spanish | second semester | afternoon |
| (PLAB) Practical laboratories | 52 | Spanish | second semester | afternoon |
| (TE) Theory | 5 | Spanish | second semester | afternoon |