ADMINISTRACIO D'EMPRESES I GESTIO ECONOMICA DELS RECURSOS NATURALS
CONVOCATÒRIA INSCRIPCIÓ SENSE EFECTES ACADÈMICS2N Q AVALUACIO CONTINUADA
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The course as part of the academic plan (max. 4000 characters)
Strategic Marketing is a subject of the third academic year that is a continuation of the introduction to marketing given in Marketing Management the second academic year. It is therefore essential to study this subject after having successfully passed Marketing Management. Moreover, you can complete your knowledge in the field of marketing by taking optional subjects such as Marketing research where you can study the market research process, as well as the main qualitative techniques or the Foreign Trade course, which introduces you to the concepts, mechanisms and dynamics for starting the export and/or importing activity of a company.
Pilar Cos Sanchez
Jaume Codina Mejon
Eduardo Marcos Cristóbal Fransi
University of Lleida strategic competences
Master Information and Communication Technologies.
Correctness in oral and written language.
Perform the roles related to the different functional areas of a business and institutions.
1. How to draft a marketing plan based on the working knowledge obtained on the subject.
2. Decision-making on product policies: definition of the product, brand, packaging, positioning....
3. Decision-making on pricing policies: price setting methods, price adjustment strategies...
4. Decision-making on distribution policies: the distribution function, types of channels and distribution strategies, trends...
5. Decision-making on communication policies: know the elements of the communication mix, communication strategies, preparation of a corporate communication plan...
Identify and interpret the economical, environmental, political, sociological and technological factors in local, national and international ambits, and their repercusion upon organizations.
Teamwork and leadership.
Ability to analyse and synthesise.
Ability to criticise and be self-critical.
Act in accordance with rigour, personal compromise and in a quality orientated way.
Be able to work and to learn in an autonomous way and simultaneously adequately interact with others, through cooperation and collaboration.
Ability to organise and plan.
Topic 1. The marketingplan
Topic 2. Productstrategies
Topic 3. Pricingstrategies
Topic 4. Distributionstrategies
Topic 5. Communicationstrategies
Basic and Supplementary Bibliography
-CUTROPÍAFERNÁNDEZ, Carlo (2005).Marketing plan:stepby step (2nd Edition).ESICPublisher.Madrid.
-KOTLER,Philip; ARMSTRONG, Gary (2008):Introduction to Marketing (12thEdition); Pearson Educación,Madrid.
-LAMBIN,Jean – Jacques (2003):Strategic Marketing; Esic Publisher.Madrid.
-RODRÍGUEZARDURA, Inma te a.r (2008):Marketing principles and strategies (2ndEdition); UOC Publisher, Barcelona.
-SANTESMASESMESTRE, Miguel (2009):The fundamentals of marketing; Pirámide Publisher, Madrid.