Download TEACHING GUIDE: MARKETING PLAN Grado en Administración y

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Teaching Guide – Marketing Plan
TEACHING GUIDE:
MARKETING PLAN
Grado en Administración y Dirección de
Empresas
Universidad Católica de Valencia
“San Vicente Mártir”
YEAR 2015-16
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Teaching Guide – Marketing Plan
TEACHING GUIDE
ECTS
SUBJECT: Marketing Plan
6
Subject Matter: Marketing
12
Module Content: Marketing and Marketing Research
36
RD
1
Type of University Education : Optional
Teacher: Roberto Gil Saura
YEAR: 3
Semester: 1st
Departament: Economía, Dirección de
Empresas y Marketing
E - mail: [email protected]
1
Basic training (common content), compulsory, optional, external practice, Final Work Degree.
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SUMMARY OF MODULE ORGANIZATION
____________________________________________________________________________
Number of
ECTS 48
Marketing and Marketing Research
Duration and temporary location within the degree syllabus:
According to the study plan of the degree in Business Administration and Management (ADE),
the subject Marketing Research has 6 credits and it is taught, optionally, in the first four months
of the 3rd year.
Students already know the basics of business management, having completed the compulsory
subjects of Marketing I and II during the 1st and the 2nd course. This is considered to be the
minimum knowledge required to be able to follow properly this subject.
Commercial research and the development of a Marketing Plan are tasks that belong to the
commercial area, but that are considered to be of interest for an integral understanding of the
operations performed in a business. Therefore, this course should not be understood in an
isolated way, as it is linked with other subjects and knowledge areas, such as strategic
management, launching new projects, and competitive analysis.
Subject and Contents
MATERIA
Marketing
Logística e
internacionalización
Herramientas de
marketing
ASIGNATURA
Curs
Cuat
Car
ECTS
Marketing I
1º
2
OB
6
Marketing II
2º
1
OB
6
Logística y distribución comercial
3º
2
OB
6
Internacionalización de la Empresa
3º
2
OP
6
Plan de Marketing
3º
1
OP
6
Comunicación Comercial
3º
2
OP
6
Customer Relationship Management
4º
1
OP
6
Product and branding management
4º
2
OP
6
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COURSE CONTENTS: Marketing Plan
Previous requisites: Marketing I and Marketing II
GENERAL AIMS
1. Getting the students to handle with ease the basics of research and business planning.
2. Acquiring knowledge about the main techniques of qualitative and quantitative marketing
research.
3. Being able to create a marketing plan and knowing the different strategies collected in it.
4. Accustom students to think about everything that they, as consumers, see daily, and that
they relate it to the theory learned in class.
5. Knowing how to analyze and conclude, generate information from data.
6. Knowing how to undertake a SWOT analysis correctly.
7. Generate a critical awareness of the world around them, from a marketing point of view.
8. Develop in students the skill of planning.
9. Resource management capacity and allocation.
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BASIC COMPETENCES
Competence
measuring scale
1
CB1
Students should be able to show they possess knowledge in
their area of study that, while departing from secondary
education, is situated at a higher level, which includes updated
sources and knowledge from the vanguard of their professional
field.
X
CB2
Students should know how to apply their knowledge to their
work in a professional manner and possess the competences
that are usually demonstrated through the elaboration and
defence of arguments and problem-solving in their area of study
X
CB3
Students should be able to gather and interpret fundamental
data (normally in their area of study) to make judgements that
include a reflection on relevant issues of a social, scientific or
ethical nature.
CB4
Students should be able to transmit information, ideas, problems
and solutions to a specialised and non-specialised audience.
X
CB5
Students should have developed the learning skills required to
undertake further studies with a high degree of autonomy.
X
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X
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CROSS-SECTIONAL COMPETENCES
Systemic
Weighting
1
2
3
4
CG1
Capacity for analysis and synthesis
X
CG2
Capacity for time and resources management
X
CG3
Capacity for applying knowledge in practice
CG4
Ability to retrieve information from different sources
CG5
Oral and written communication
CG6
Elementary computing and IT skills
X
CG7
Information management skills
X
Instrumental
X
X
X
1
2
CG8
Problem solving
X
CG9
Decision-making
X
CG10
Basic knowledge of a second language
CG11
Creativity and capacity for generating new ideas
CG12
Initiative and entrepreneurial spirit
CG13
Capacity to learn and research skills
Interpersonal
3
4
X
1
2
CG14
Leadership
CG15
Interpersonal skills
CG16
Self-Confidence and decision-making under pressure
X
CG17
Ability to work in an interdisciplinary team
X
CG18
Ability to work autonomously
X
3
4
X
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CROSS-SECTIONAL COMPETENCES
CG19
Ethical commitment
CG20
Development of values related to the principles of equal
opportunities between men and women, universal accessibility
for disabled people and, in general, the democratic values and
those of a culture of peace
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Weighting
X
X
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SPECIFIC COMPETENCES
Know
1
2
3
CE1
Identifying the impact of macro- and micro economic elements on
business organizations (i.e. financial and monetary systems,
internal markets)
CE2
Identifying the constitutional characteristics of an organization (i.e.
goals and objectives, ownership, size, culture)
CE3
Identifying the functional areas of an organization and their
relations (i.e. purchasing, logistics, marketing, finance, human
resources)
CE4
Ability to develop interdisciplinary knowledge and analysis to
define criteria according to which an enterprise is defined, linking
the results with the analysis of its environment
X
CE5
Understand existing and new technology and its impact on new /
future markets
X
CE6
Change management in an organization
Know How
CE7
Capacity to manage a company or organization, understanding
its competitive and institutional positioning and identifying its
strengths and weaknesses.
CE8
Managing a company through planning and controlling by using
concepts, methods and tools (i.e. strategy design and
implementation, benchmarking, TQM, ABC Costing, etc)
CE9
Identifying the potential sources of useful economic information
and their content.
CE10
Identifying and using management software properly
CE11
Design and implement information systems in the company
CE12
Understanding the principles of law and link them with
business/management knowledge
CE13
Ability to audit the situation and foreseeable evolution of a
company, using the correct information
CE14
Capacity to issue reports advising on specific situations of
companies and markets.
Professional
CE15
Capacity to obtain from data, valuable information useful for
decision-making
CE16
Technical understanding, reading, speaking and writing in a
foreign language, especially in English
4
X
1
2
3
4
1
2
3
4
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SPECIFIC COMPETENCES
CE17
Applying professional criteria to analyse business problems
CE18
Capacity for integration in any functional area of a company or
organization, for performing any management task
CE19
Empathy and capacity to understand other people
CE20
Ability for negotiation and the resolution of conflicts
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LEARNING OUTCOMES
R-1 Know the basic concepts of Commercial Research and
Marketing Plan.
R-2 Know how to analyse and conclude a market analysis
SKILLS
B1, B2, B3, B4, B5 y G20
B3, B4, G1, G2, G3, G4, G5,
G6, G7, G8, G9, G13,E3, E4,
E5, E9, E10 y E11
R-3 Develop correctly a SWOT analysis.
B1, B3, B4, G1, G3, G4, G7,
G13, E3, E4, E5, E13, E14,
E15 y E19
R-4 Work with the students the skill of planning.
B1, B3, G2, E8, E19 y E20
R-5 Apply segmentation and placement criteria.
B1, B2, B3, G1, G3 y G4
B2, G2, G15, G16, G17, G18,
G19 y E4
R-6 Ability to allocate resources.
R-7 Develop and display a marketing plan.
B1, B2, B3, B4, G1, G2, G3,
G5, G7, E18, E19 y E20
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CLASSWORK TRAINING ACTIVITIES
Relationship with the
Subject’s Learning
Outcomes
ECTS
R1,R3,R5,R6
1,2
PRACTICAL LESSONS
Teamwork sessions in
groups supervised by the
teacher. case study,
diagnostic analysis,
exercises, field study,
computer room, visits, data
search, libraries, network,
internet, etc. construction of
knowledge through the
interaction and activity of the
student
R2,R3,R4,R5,R7
0,8
TUTORÍAL
Customized attention in small
groups. Period of instruction
and / or guidance by a tutor
to review and discuss
material and topics presented
in lectures, seminars,
readings, papers, etc..
R4,R6,R7
0,25
R1,R2,R3,R5,R6
0,15
ACTIVITY
FACE - TO - FACE
CLASS
EVALUATION
Teaching - Learning
Methodology
Teacher’s description of the
contents, analysis of
competences, explanation
and demonstration capacity,
abilities and knowledge in
class
Set of oral and/ or written
tests used in the initial
Total
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(2,4*)
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SELF - WORK TRAINING ACTIVITIES OF THE STUDENT
Relationship of the
Subject’s Learning
Outcomes
ECTS
GROUP WORK
Preparation in group of
readings, trials, problem
solving, seminars, tasks,
texts, etc. to speak about or
hand in, in the lectures,
practical lessons and/or in
tutorials of small groups
R2, R3, R4, R5, R6,
R7
1,3
INDIVIDUAL WORK
Student study: individual
preparation of lectures, trials,
problem solving, seminars,
tasks, texts, etc. to speak
about or hand in the lectures,
practical lessons and/or
tutorials of small groups
R1, R2, R3, R4, R5,
R6, R7
2,3
ACTIVITY
Teaching - Learning
Methodology
Total
(3,6*)
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LEARNING ACTIVITIES (ONLINE COURSE)
LEARNING ACTIVITIES WITH SYNCHRONOUS COMMUNICATION
ACTIVIDAD
Teaching - Learning Methodology
SYNCHRONOUS
VIRTUAL SESSION
Teacher’s description of the contents,
analysis of competences, explanation
and demonstration capacity, abilities and
knowledge in virtual lesson..
SYNCHRONOUS
PRACTICAL VIRTUAL
SESSION
Relationship
of the
Subject’s
Learning
Outcomes
ECTS
R1, R2, R3,
2,5%
R4, R5, R6, R7
Teamwork sessions in groups supervised
by the teacher. case study, diagnostic
analysis, exercises, field study, computer
R1, R2, R3,
room, visits, data search, libraries,
2,5%
R4, R5, R6, R7
network, internet, etc. construction of
knowledge through the interaction and
activity of the student
WEBINARS
Monographic webinars with applications
of the subject.
EVALUATION
Set of oral and/ or written tests used in
the initial
Subtotal
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R2, R3, R4,
R5, R6, R7
2,5%
R1, R2, R3,
2,5%
R4, R5, R6, R7
10%
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LEARNING ACTIVITIES (ONLINE COURSE)
LEARNING ACTIVITIES WITH ASYNCHRONUS COMMUNICATION
(AUTONOMOUS WORKING)
ACTIVITY
Teaching - Learning Methodology
Relationship
of the
Subject’s
Learning
Outcomes
INDIVIDUAL WORKING
Student study: individual preparation of
lectures, trials, problem solving, seminars,
tasks, texts, etc. to speak about or hand in
the lectures, practical lessons and/or
tutorials of small groups
R1, R2, R3,
R4, R5, R6,
R7
40%
TUTORIAL
Customized attention in small groups.
Period of instruction and / or guidance by
a tutor to review and discuss material and
topics presented in lectures, seminars,
readings, papers, etc.
R1, R2, R3,
R4, R5, R6,
R7
3,33%
WORKING GROUP
Preparation in group of readings, trials,
problem solving, seminars, tasks, texts,
etc. to speak about or hand in, in the
lectures, practical lessons and/or in
tutorials of small groups
R1, R2, R3,
R4, R5, R6,
R7
6,66%
FORUM
Participación y aportaciones a foros de
discusión referidos a la materia,
moderados por el profesor de la
asignatura
R2, R3, R4,
R5, R6, R7
6,66%
CONTINOUS
EVALUATION
ACTIVITIES
Set of oral and/ or written tests used for
continuous evaluation
R1, R2, R3,
R4, R5, R6,
R7
33,33%
ECTS
Subtotal
90%
TOTAL
100%
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EVALUATION SYSTEM OF THE ACQUISITION OF SKILLS AND GRADING SYSTEM
To gauge the acquisition of skills of the subject through the learning outcomes mentioned
before, the following Evaluation System has been designed.
A. Face Mode
The Evaluation System involves a written exam, which can be either tests, short answers or
issues to develop. Additionally, the tasks and their presentation, as well as the reports and the
practical trials that students develop, will be evaluated. Attendance and active participation in
technical discussions will also be evaluated, together with participation in the group sessions
which are done during the semester.
Those students who cannot pass or give in any activity of the proposed ones, shall do a
broader written test which allows evaluation of the acquisition of the practical knowledge, on
delivery of the proposed activities.
B. Online Mode
1. ATTENDANCE AND PARTICIPATION IN THE ACTIVITIES OF SYNCHRONOUS
COMMUNICATION (5% of the final mark) (REMOTE evaluation).
2. CONDUCT OF DELIVERABLES (45% of the final mark) (REMOTE evaluation).
3. Final Classroom Assessment Test Validation (50% of the final mark)
(CLASSROOM ASSESSMENT).
The deliverables course activities are grouped into 4 Continuous Assessment Activities (CAE), to
be delivered and get a top 5 rating to the final exam. Students who have passed these tests must
make face final exam for the course. They also serve the purpose of instrument validation of
grades in the activities below. In any case you must pass the final exam of the course in order to
pass the course.
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Evaluation technique
2
EVALUATED LEARNING OUTCOMES
Percentage
Attendance and
active participation in
class
R1, R2, R3, R4, R5
10.%
Performance of cases
and practical
exercises
R3, R4, R5, R6, R7
40.%
R1, R2, R3, R5
50.%
Final exam
2
Evaluation techniques: oral test - presentation, written tests, completion of assignments,
projects, case - study, etc.
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DETAILED CONTENTS
SKILLS
Commercial research and business planning as marketing
functions in the company
B1, B2, B3, B4, B5
Foundations of commercial research
B1, B2, B3, B4, B5, G15,
G20, E11, E19
Qualitative research techniques
B1, G1, G3, G4, G6, G13,
E10, E15
Quantitative research techniques
B1, G1, G3, G4, G6, G13,
E10, E15
Commercial research application in the analysis and diagnosis
of the situation
G5, G7, G8, G9, G15,
G16, G17, G18, G19, E3,
E4, E5, E8, E9, E10, E13,
E14
Commercial research application to strategic decision making
G5, G7, G8, G9, G15,
G16, G17, G18, G19, E3,
E4, E5, E8, E9, E10, E13,
E14
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BIBLIOGRAPHY
Basic

Malhotra, N. (2008). Investigación de Mercados. Pearson, Prentice Hall.

De Leeuw, E., Hox, J. y Dillman, D. (2008). International Handbook of Survey
Methodology. European Association of Methodology.

Hawkins, D. y Tull, D. (1993). Essentials of Marketing Research. MacMillan.

Sainz de Vicuña Ancin, I (1999). El Plan de Marketing en la Práctica, Editorial Esic.

Teacher’s slides
Complementary

Grande I. y Abascal E. 2000 (1994). Fundamentos y técnicas de Investigación
Comercial. Esic Editorial.

Diez de Castro, E. y Landa Bercebal. J. (1994) Investigación en Marketing, Editorial
Civitas. Madrid

Luque, T. (1997). Investigación en Marketing. Ariel Economía.

Ortega E. (1990). Manual de Investigación Comercial. Ed. Pirámide.

Miquel S., Bigné E., Levy J. P., Cuenca A. C. Y Miquel M. J. (1997). Investigación de
Mercados. Ed. Mc - Graw Hill.

Cohen, W (1993), El Plan de Marketing, Ed. Deusto.

Lambin, J. - J. (1995). Marketing Estratégico, McCraw - Hill.

Hernández, C; Del Olmo, R; García J. (1994). El Plan de Marketing Estratégico, Gestión
2000.
Revistas:

Investigación y Marketing (www.aedemo.es)

Revista de Investigación y Marketing (www.aemark.es)

Public Opinion Quarterly (www.oxfordjournals.com )

Marketing y Ventas (www.marketingmk.com)

Harvard - Deusto - Marketing & Ventas
Internet (webs):

www.marketingnews.es

www.aedemo.es

www.aneimo.com

www.esomar.com
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
Webs de instituciones (búsquedas de información institucional: ej. www.icex.es ;
www.circe.es/portal ; www.mityc.es)

Webs de empresas (búsqueda de información sobre empresas)
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TEMPORAL ORGANIZATION OF LEARNING
CONTENTS
NUMBER OF
SESSIONS
1
Commercial research and business planning as marketing
functions in the company
2
2
Foundations of commercial research
6
3
Qualitative research techniques
4
4
Quantitative research techniques
6
5
Commercial research application in the analysis and
diagnosis of the situation
5
6
Commercial research application to strategic decision
making
5
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DEVELOPMENT COURSE IN SECOND AND SUBSEQUENT REGISTRATION (FACE MODE)
There will be a special group for students who are not first registration and a professor with the
group. The professor of this group performed 6 sessions monitoring and tutoring for 2 hours
each. In each session the subject so that the work of the skills that each student needs to pass
the course will be reinforced develop. Evaluating contents will be on the exam set in the official
calendar for this course. These sessions are available on the specific schedule. The blocks of
content and tasks to be performed in each session will be:
TEMPORARY ORGANIZATION OF LEARNING (Students of second or subsequent
registration):
DATE
NUMBER OF
SESSIONS
1
SEPTEMBER
1
2
OCTOBER
2
3
NOVEMBER
2
4
DECEMBER
1
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