Ir a cuerpo Ir a Estudios, Gobernanza y organización
Logo UA
Realizar búsqueda
Course description
  MARKETING MANAGEMENT

Competencies and objectives

 

Course context for academic year 2021-22

The basic objective of the subject Marketing Management is to provide students with a training and an overview of the fundamental aspects within the functional area of ¿¿the business management and research that allows them to face their practice in business, especially in the professional profiles of commercial consultancy and commercial director.

Throughout the course, the student is familiarized with the basic concepts of marketing, including business planning. commercial research, marketing strategy, and marketing management tools (product, price, distribution and communication). This allows the student to face the learning of the contents of "Marketing and Market Research" with a holistic vision, as a whole, of all the elements that make up the commercialization area of ¿¿the company.

The contribution of this subject to the professional profile of the degree and the development of specific and generic competences with which it relates would be the following:
- During the development of the theoretical and practical classes, to which the student decides to attend and participate (consulting alternative sources of information, inquiring into specific aspects, reasoning the answers and supporting them with data) the following specific and generic competences of the title are worked on : CG3, CG4, CGUA3.
- Both the assistance to the theoretical classes and the correction of the practices should be a process based on dialogue with the teacher and with the rest of the classmates, in the exchange of information and in the search for a consensus solution based on the data -Objectives- available. Specific and generic competences of the title that are worked: CG1, CG2, CG8.
- The examples discussed in the theoretical classes and most of the practices address the study of real cases of companies belonging to different sectors of activity. This allows the student to become familiar with business practice, applying theoretical knowledge to real situations. In addition, in many cases sources of secondary information are used, which contributes to the student becoming familiar from the beginning of their academic training with this type of information sources. Specific and generic competences of the degree being worked on: CG5, CGUA2, CE7, CE11.
- The student knows beforehand the evaluation system of the subject and, therefore, is able to determine the results that will be achieved depending on the effort made. For example, the student knows that if he works regularly and actively during the correction of the practices he / she can increase the probabilities of overcoming the practical part of the subject and, in his case, obtain an additional score that would allow him to improve his final grade. Specific and generic competences of the degree being worked: CG3

 

 

Course content (verified by ANECA in official undergraduate and Master’s degrees)

General Competences (CG)

  • CG1 : Capacidad para dominar los conocimientos teóricos y la terminología propia de cada materia objeto de estudio y saber aplicar dichos conocimientos de forma integrada a situaciones reales.
  • CG2 : Capacidad de análisis y síntesis.
  • CG4 : Capacidad para buscar información de diferentes fuentes, analizarla, evaluar su relevancia y validez, y adaptarla al contexto.
  • CG8 : Tomar decisiones y resolver problemas en entornos complejos.

 

Specific Competences (CE)

  • CE1 : Capacidad para analizar el entorno económico y empresarial con herramientas avanzadas de diagnóstico, interpretar el mismo y determinar el impacto que puede tener sobre las decisiones de la empresa.
  • CE2 : Capacidad para conducir la realización de estudios internos que requieran un amplio conocimiento en diversas áreas funcionales, o una gran habilidad técnica para emplear fuentes o metodologías complejas.
  • CE3 : Capacidad para diseñar, implantar y evaluar estrategias dirigidas a las empresas, que permitan alcanzar ventajas competitivas sostenibles en el tiempo en función de las peculiaridades de las mismas.
  • CE6 : Capacidad para la toma de decisiones en el ámbito de la empresa en general y, en particular, en todas las áreas funcionales desde una perspectiva global y comprendiendo los efectos de las decisiones adoptadas.

 

Basic Competences and Competences included under the Spanish Qualifications Framework for Higher Education (MECES)

  • CB7 : Que los estudiantes sepan aplicar los conocimientos adquiridos y su capacidad de resolución de problemas en entornos nuevos o poco conocidos dentro de contextos más amplios (o multidisciplinares) relacionados con su área de estudio.

 

Competencias específicas particulares optativas

  • CE15 : Capacidad para analizar y aplicar conceptos, principios y técnicas para el diseño y puesta en marcha de un plan de marketing de una organización.

 

 

 

Learning outcomes (Training objectives)

No data

 

 

Specific objectives stated by the academic staff for academic year 2021-22

No data

 

 

General

Code: 48211
Lecturer responsible:
RODRIGUEZ SANCHEZ, CARLA
Credits ECTS: 4,50
Theoretical credits: 0,90
Practical credits: 0,90
Distance-base hours: 2,70

Departments involved

  • Dept: MARKETING
    Area: MARKETING AND MARKET RESEARCH
    Theoretical credits: 0,9
    Practical credits: 0,9
    This Dept. is responsible for the course.
    This Dept. is responsible for the final mark record.

Study programmes where this course is taught