Competencies and objectives

 

Course context for academic year 2023-24

This 6-credit ECTS course is listed as mandatory in the second semester of the third year of the Business Administration and Management (ADE) degree, the fourth year of the TADE concurrent program, as well as the fifth year of the concurrent I2ADE and DADE programs. It belongs to the "Marketing and Market Research" module and is related to courses in the same and previous years, such as Introduction to Marketing, Marketing Management, and Market Research. Therefore, this course allows students to further expand their knowledge in the field of marketing and market research, forming the commercial and marketing foundation for students.

This approach delves into marketing from the perspective of company management, as a system of thinking and operational management of tools and procedures. To achieve this, a methodology is followed that enables the successful planning, execution, and control of a strategic marketing plan. The aim is to provide students with the necessary knowledge to assume positions in organizational management, in order to implement strategic marketing plans that serve as a guide for the company's long-term commercial actions.


Strategic Marketing contributes to the development of the students’ professional profile through the following competences:

  • The lectures involve student participation in the learning process through the search and analysis of information necessary to complete the materials. This participation is implemented working as a team with other students in the classroom and also as a self-learning process out of the classroom. CG1, CG2, CG3. 
  • The theoretical contents taught in the classroom will be enriched through the teacher-students discussion, the exchange of information, and the search for a solution made by consensus. CG8, CGUA1, CE11. 
  • Practices will consist of real case studies that train the student in the development of strategic marketing plans. The purpose of these practices is the development of a strategic marketing plan, which must be submitted as a written report and also be presented during a 15 minutes communication. CG5, CG6, CGUA2, CGUA3, CE4, CE7. 
  • The student knows in advance the evaluation system of the subject and, therefore, he/she is able to determine the results achieved in terms of effort. CG3.

 

 

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

General Competences (CG)

  • CG1 : Capacity to find and analyse information.
  • CG5 : Capacity to make decisions by putting theoretical knowledge into practice.

 

Specific Competences (CE)

  • CE11 : Understand the most common strategic analysis tools for analysing companies in their context.
  • CE4 : Issue consultancy reports on specific business and market situations.

 

 

 

Learning outcomes (Training objectives)

No data

 

 

Specific objectives stated by the academic staff for academic year 2023-24

  • To know some agile methodologies that allow for quick and flexible improvement, change, or reinvention of a project.
  • To be able to identify and analyze the necessary information to have a global view of the strategic decision-making process.
  • To understand the tools available in strategic marketing for planning long-term business operations.
  • To understand and analyze market demand, business competition, and other environmental elements from a marketing perspective.
  • To understand the mechanism of strategic diagnosis of the company's product portfolio.
  • To be able to conduct strategic diagnoses of the company's product portfolio to develop a consulting proposal.
  • To acquire basic theoretical and conceptual knowledge of the main strategies of the company and their consequences.
  • To understand and provide control mechanisms for marketing strategy.
  • To know how to draft strategic marketing plans and audit reports.

 

 

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General

Code: 22027
Lecturer responsible:
RUIZ MORENO, MANUEL FELIPE
Credits ECTS: 6,00
Theoretical credits: 1,50
Practical credits: 0,90
Distance-base hours: 3,60

Departments involved

  • Dept: MARKETING
    Area: MARKETING AND MARKET RESEARCH
    Theoretical credits: 1,6
    Practical credits: 0,8
    This Dept. is responsible for the course.
    This Dept. is responsible for the final mark record.

Study programmes where this course is taught