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1 PCA-27-F-01 Ed.00 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 Universidad Católica de Valencia “San Vicente Mártir” 2 PCA-27-F-01 Ed.00 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. Universidad Católica de Valencia “San Vicente Mártir” 3 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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 Universidad Católica de Valencia “San Vicente Mártir” 4 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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. Universidad Católica de Valencia “San Vicente Mártir” 5 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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 Universidad Católica de Valencia “San Vicente Mártir” 2 X 3 4 6 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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 Universidad Católica de Valencia “San Vicente Mártir” 7 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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 Universidad Católica de Valencia “San Vicente Mártir” Weighting X X 8 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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 Universidad Católica de Valencia “San Vicente Mártir” 9 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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 Universidad Católica de Valencia “San Vicente Mártir” 10 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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 Universidad Católica de Valencia “San Vicente Mártir” 11 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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 Universidad Católica de Valencia “San Vicente Mártir” (2,4*) 12 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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*) Universidad Católica de Valencia “San Vicente Mártir” 13 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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 Universidad Católica de Valencia “San Vicente Mártir” R2, R3, R4, R5, R6, R7 2,5% R1, R2, R3, 2,5% R4, R5, R6, R7 10% 14 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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% Universidad Católica de Valencia “San Vicente Mártir” 15 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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. Universidad Católica de Valencia “San Vicente Mártir” 16 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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. Universidad Católica de Valencia “San Vicente Mártir” 17 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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 Universidad Católica de Valencia “San Vicente Mártir” 18 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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 Universidad Católica de Valencia “San Vicente Mártir” 19 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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) Universidad Católica de Valencia “San Vicente Mártir” 20 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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 Universidad Católica de Valencia “San Vicente Mártir” 21 PCA-27-F-01 Ed.00 Teaching Guide – Marketing Plan 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 Universidad Católica de Valencia “San Vicente Mártir”