CREDITS ECTS
MODULE
HS. OF TEACHING ACTIVITIES
MODALITY
［1］Clinical Practices: 1 ECTS for conducting or supervising clinical practices is equivalent to between 20 and 22.5 hours, indicate hours in the adjacent cell: 20.
* Total number of ECTS credits: 60
* Total hs. of teaching activities: 232
Program schedule
Module 1: Strategic Marketing
- Strategic direction
- The company and its stakeholders
- Corporate and brand strategy
- International marketing
- Consumer Branding
- Employer branding
- Marketing Plan
- Marketing Research
- Customer Journey
- Consumer behavior
- Marketing Simulation Practice
Specific competences of Module 1:
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To develop students' strategic planning skills.
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To know the main elements, vocabulary, idioms and concepts of strategic marketing.
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To learn the principles of the realization of the Marketing Plan from a strategic perspective.
Module 2: Operational Marketing
- Financial decisions, directed to the Product and related to the Service
- Price fixing
- Distribution
- Sales promotion
- Merchandising
- Communication
- Personal selling
- Advertising
- Business Management
- Negotiation
- Marketing Simulation Practice
Specific competences of Module 2:
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To learn to develop students' operational, implementation and tactical skills on marketing mix.
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To know and understand each of the concepts of the marketing mix.
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To know how to program and budget the marketing mix.
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To develop the negotiation and commercial management skills necessary in the marketing-mix operation.
Module 3: Consumer product marketing
- Design, creation and innovation
- Management of mature products
- Brand-product architecture
- Branding
- Category Management
- Consumer Marketing
- Trade management
- Customer Relationship Management (CRM)
- Marketing Simulation Practice
Specific competences of Module 3:
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To develop the necessary skills to know how to analyze, create, design and / or position a product and / or service from the marketing philosophy.
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To learn the main concepts related to the product, its phase of the life cycle and the construction of the brand.
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To know how to develop a category management plan and trade management at a physical point of sale.
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To know the principles of Relationship Marketing and its application in CRM (Customer Relationship Management).
Module 4: Services marketing
- Design, innovation and setting of commercial spaces
- Experiential marketing
- Multisensory marketing
- Customer service protocols
- Waiting time management
- Customer satisfaction and loyalty in services
- Marketing of major service sectors
Specific competences of Module 4:
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To know the main keys to space management, experiential marketing and multisensory marketing.
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To develop the necessary skills for correct customer service.
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To understand the characteristics and differences of service management in each of its major sectors.
Module 5: Digital marketing
- Digital Marketing and E-commerce
- Principles of Digital Marketing
- The new digital consumer
- E-commerce
- SEM and SEO positioning
- Interactive Advertising
- Inbound & Automation Marketing
- Mobile Marketing
- Cross-cultural management of the brand
- Social Media Marketing
- New Trends: Artificial Intelligence and Robotics
Specific competences of Module 5:
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To know how to apply the principles of Digital Marketing.
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To develop the necessary skills to carry out a Digital Marketing campaign.
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To understand the potential of new technologies in the application of marketing plans.
Module 6: Marketing Intelligence
- Investment and return
- Performance indicators
- Intelligent information management and decision-making
- Big-Data
- Brand Value Measurement
- Loyalty cards and marketing intelligence
- Neuromarketing
- Marketing Simulation Practice
- Branding Personal (marca personal)
Specific competences of Module 6:
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To know the principles of marketing intelligence, importance of the data, analytics and interpretation for the correct marketing decision making.
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To develop a mixed marketing data analysis strategy that helps us to know the ROI and other indicators of investment efficiency.
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To know how to apply all the acquired potential to the development of one's personal branding in order to improve employability.