Strategic Marketing

Knowledge of the influence of strategic marketing in companies and of market orientation
and relationship marketing approaches.
Identification and analysis of the competitive environment of markets and consumers.
Knowledge of the competitive strategies of companies and the commercial variables in the
implementation of competitive strategies.
Knowledge and use of strategic marketing tools in a digital environment.
Development of a marketing plan.

1. - Strategic marketing of the company
2. - Analysis of the competitive environment
3. - Consumer's behaviour
4. - Market of reference, market segmentation and strategic positioning
5. - Competitive strategies of the company
6. - Marketing and Internet

BASIC BIBLIOGRAPHY:
Munuera, J.L.; Rodríguez, A.I. (2012): Estrategias de marketing. Un enfoque basado en el proceso de dirección (2ª edición). ESIC Editorial, Madrid.
Alonso, J.; Grande, I. (2013): Comportamiento del consumidor: decisiones y estrategias de marketing (7ª edición). ESIC Editorial, Madrid.
Chaffey, Dave (2014): Marketing Digital: Estrategia, Implementación y Práctica. Pearson Educación.

COMPLEMENTARY BIBLIOGRAPHY:
Alonso Coto, M (2008): El plan de marketing digital: Blended marketing como integración de acciones on y off line, Prentice Hall.
Best, J. (2007): Marketing estratégico. Ed. Prentice-Hall.
López-Pinto, B.; Mas, M.; Viscarrri, J. (2008): Los pilares del marketing. Ed. UPC.
Munuera, J.L.; Rodríguez, A.I. (2006): Estrategias de marketing: de la teoría a la práctica. Ed. ESIC
Ruiz, S.; Grande, I. (2013): Casos de comportamiento del consumidor. Ed. ESIC.
Ruiz, S.; Grande, I. (2006): Comportamiento de compra del consumidor: 29 casos reales. Ed. ESIC.
Sánchez, M. (Coord.) (2006): Casos de marketing y estrategia. Ed. UOC.
Santesmases, M. (2012): Marketing: conceptos y estrategias (6ª edición). Ed. Pirámide.
Vázquez, R.; Trespalacios, J.A.; Rodríguez, I.A. (2005): Marketing: estrategias y aplicaciones sectoriales. Ed. Thomson.

MASTER COMPETENCES (BASIC, GENERAL, CROSS CURRICULAR AND
SPECIFIC):
CB02- Students must know how to apply the knowledge acquired and their capability to solve
problems in new or unfamiliar environments within broader (or multidisciplinary) contexts
related to their area of study.
CB03- Students must be able to integrate knowledge and face the complexity of formulating
judgements based on incomplete or limited information, including reflections about the social
and ethical responsibilities linked to the application of their knowledge and judgements.
CB04- Students must know how to communicate their conclusions -and knowledge and
ultimate reasons that support them- to specialised and non-specialised audiences in a clear and
unambiguous manner.
CB05- Students must possess the learning skills that will enable them to continue studying in
a way that will be largely self-directed or autonomous.
CG02- Capability to have a strategic vision of business problems.
GC03- Capability to apply the knowledge acquired to business reality.
GC04- Capability to solve problems in new or unfamiliar environments.
GC05- Capability to make management decisions in the field of the company in general and
in particular in its different functional areas.
GC06- Capability to communicate information, ideas, business management problems - of a
generic or specific nature - and proposed solutions.
GC08- Mastery of various management tools, instruments and methods needed to manage a
company.
GC09- Capability to identify, gather and interpret relevant data on issues related to business
management.
GC10- Awareness about the social responsibility of the company.
CT01- Ethical sense of business management.
CT03- Capability for analysis and synthesis.
CT04- Capability for planning and organisation.
CT06- Capability to integrate and work in teams of diverse composition.
CE03- Capability to understand markets and marketing from a strategic perspective.
CE04- Capability to lead commercial teams.

Teaching will be organized in two types of sessions, theoretical sessions and interactive sessions, as detailed below:
- Theoretical sessions will be dedicated to the exhibition by the teacher of the theoretical contents of the different thematic blocks and will have the main objective that the students know, understand and assimilate the characteristics and nature of the personal sales and its contribution to the enterprise success.
- The interactive sessions or seminars will be directed to the resolution and debate of cases and practical exercises. All these activities will be complemented with the personal work that the student will have to dedicate: searching for bibliographical material, reading of this material, writing of conclusions, etc. This independent work will be guided by the teacher in the tutorial hours. The activities of personal work of the students include, in addition to the time dedicated to the study, the accomplishment of the applications indicated by the teaching staff.
The online support for teaching will be used through USC virtual campus and/or MS’Teams.

The sessions will take place in the established class schedules as follows:
- Theoretical class: in-person.
- Interactive class: in-person.
- Tutorials: in-person or online (through the USC MS'Teams corporate platform)

The evaluation system consists of the following instruments and weights:
- INSTRUMENT 1 (weighting: 50%): THEORETICAL FINAL EXAM (compulsory). 50% of the qualification of this part is required to pass the subject.
- INSTRUMENT 2 (weighting: 50%): ONGOING ASSESMENT (resolution, submission and presentation of case studies and elaboration, submission and presentation of a marketing plan). Weighting: Value 50% (20% case studies and 30% marketing plan).
- FINAL GRADE: will be the weighted sum of the two scores, so that 50% of the total grade is required to pass the subject. Additionally, to pass the subject, it is necessary to attend at least 80% of the programmed classroom activities and to participate in all the practical activities carried out in the interactive sessions.

Following the Instruction Nº 1/2017 of Secretaría Xeral, students who are exempt from attendance in certain situations will be evaluated with a specific final exam (100%). Exemption from attendance must be authorized in advance by the university.

In cases of FRAUDULENT COMPLETION OF EXERCISES OR EXAMS, the provisions of the USC Regulations on the Evaluation of Students' Academic Performance and the Review of Grades shall apply.

COMPETENCES ASSESSMENT
Instrument 1 (theoretical exam): CB03, CG02, CG08, CG10, CT01, CE03, CE04.
Instrument 2 (continuous assessment): CB02, CB04, CB05, CG03, CG04, CG05, CG06,
CG09, CT03, CT04, CT06, CE03, CE04.

The evaluation using the above instruments will be carried out on the dates set out in the final exams calendar and within the schedules established as follows:
- Final exam: in-person.
- Ongoing assessment: online submission (through the USC mail/virtual campus) and in-person resolution.

Each subject consists of 6 credits and each credit is equivalent to 25 hours.
- On-site hours (they include the hours of expositive teaching, interactive teaching, tutorials and evaluation): 48h.
- Personal work of the student: 102h.

One recommends the attendance to class, the participation in all the raised activities, as much inside as outside del classroom, and the use of the tutorials.