Objectives and competences
The fundamental objective of this course is to provide students with the indispensable bases in Marketing, through the understanding and operationalization of concepts of the fundamental tools of Marketing so that they can understand and master their role within organizations as critical success factors.
Skills: Develop reasoning and an attitude of orientation towards customers and the market. Segment the market, define targeting strategies and position the offer. Evaluate, measure and enhance customer value. Manage Marketing Mix and its different strategies.
Teaching Methodologies
The course is structured in theoretical and theoretical-practical classes. The theoretical classes are of content exposition followed by examples and demonstrations being supported by multimedia tools. Theoretical-practical classes will deepen and discuss the subjects presented in the theoretical classes, supported by the discussion and resolution of practical cases about real situations, practical exercises and the implementation and presentation of a Marketing plan.
Syllabus
- Definition, Concepts and Functions of Marketing.
- Customer Loyalty and Relational Marketing
- Segmentation Differentiation and Positioning.
- Marketing Mix Management.
- Development and management of new products and innovations
- Market Studies (A. Qualitative)
- Market Studies (A. Quantitative)