Estudia

1. Introduction: Managing Profitable Customer Relationships

2. II. Strategic marketing

3. Company and Marketing Strategy: Partnering to Build Customer Relationships

4. The Marketing Environment

5. Consumer and Business Buyer Behavior

6. Market segmentation, market targeting, differentiation and positioning

7. Creating competitive advantage

8. III Marketing Mix

9. Product, service and branding policy

10. Pricing policy: yield management, multi-part tariffs, product bundling and tying

11. Marketing channels: retailing and wholesaling

12. Communicating customer value: advertising and public relations

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• González Vázquez, Encarnación Alén González, Elisa Cerviño Fernández, Julio (cop. 2005 ). Casos de dirección de marketing . Madrid: Prentice Hall. Catàleg
• Lambin, Jean-Jacques (cop. 1995 ). Casos prácticos de márketing . Madrid [etc.]: McGraw-Hill. Catàleg
• Lambin, Jean-Jacques (cop. 1995 ). Marketing estratégico (3ª ed.). Aravaca: McGraw-Hill Interamericana España. Catàleg
• González, M.A. (2000). Investigación comercial. Escuela Superior de Gestión Comercial y Marketing.
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Activitats d'avaluació:

Students will receive a grade ranging from 0 to 10 according to the criteria established in the section "Criteris d'avaluació".

The final overall qualification of the course will result from computing the weighted average according to qualifications obtained in the different activities:

In-class case studies: 15%
Home case studies: 15%
Marketing Strategic Plan: 35%
Marketing Mix Plan: 35%

Not attending any of these activities implies a 0 (zero) mark in that activity.

Students who do not attend or submit any of above activities will receive a qualification of "No presentat" (exam no sat)


The Marketing Strategic Plan will be about a trendy firm or product in the market. The details will be provided when lectures started.

The Marketing Mix Plan will be based on analysis of firms sales in order to get information to face the final goals (product, pricing, promotion and place policies) enhacing future revenues.

The course will be taught using the next schedule in every lecture: theoretical framework, case studies and personal experiences through homework assigned in previous sessions.

Students should plan their calendar in order to submit home case studies, strategic marketing plan and marketing mix plan. In the first sessions students will get the calendar of submissions.