Master in Strategic Marketing

1^st PART: INTRODUCTION TO BUSINESS STRATEGIC MANAGEMENT ENVIRONMENTIAL

1.  BUSINESS ADMINISTRATION AND MANAGEMENT

   This subject introduces the concepts and techniques of business management and administration. Its aim is that students understand the meaning, nature and reach of the administering function of a company and that they learn how to manage one of its subsystems.

   BUSINESS

   Introduction. The company in context. Business classification. Sectors, activities and business activity. The company as a system. Company and manager.

   BUSINESS ORGANIZATION

   Introduction. Company structure. New tendencies in the company structure. Functional areas/Functionalities of the company.

   BUSINESS POLICY, ADMINISTRATION AND MANAGEMENT

   Introduction. Strategic Management. Tactical management. Operational management.

   BUSINESS INTEGRATION: INFORMATION, COMMUNICATION AND KNOWLEDGE (ICK)

   Introduction. Information (and data) in the company. Communication in the company. Knowledge in the company. Business ICK systems: IS/ICT.

   SOCIOLOGY, ECONOMICS AND LAW IN THE BUSINESS ENVIRONMENT

   Introduction. Socio-economic analysis of the company. Business economy. Business law.

   NEW ECONOMY AND INTERNATIONAL MANAGEMENT

   Globalization: market internationalization and integration. World economy and development. E-business. M-business.

   ECONOMIC, INDUSTRIAL AND TECHNOLOGICAL POLICY

   IIntroduction. Economic policy. Industrial and technological policy. Innovation and technology management.

   BUSINESS DEVELOPMENT, STRENGTHENING, GROWTH AND ENTREPRENEURSHIP

   Introduction. Development of new businesses. Strengthening and growth of businesses. Entrepreneurship, creation and formation of companies. Business project -business plan- (strategy business plan).

2. STRATEGIC MANAGEMENT AND PLANNING

   This subject focuses on the strategic thinking applied to the administration and provides a training in tools and mechanisms that facilitate the contemporary management, by accepting the change management as something inherent to the unstable and variables environments, in which the organizations are developed.

   Some of the topics covered in this subject are the following:

   CHANGE MANAGEMENT AS A SUBSTRATE FOR STRATEGIC ADMINISTRATION

   Personal and organizational change. Some models to implement organizational change. Resistance to change. Participation in the process of strategic change.

   STRATEGIC MANAGEMENT AS A CHANGE MODEL

   Strategic thinking and management. Presentation of a model of strategic planning validated internationally. The SWOT matrix as a valuable instrument of strategic planning.

   STRATEGIC MANAGEMENT IMPLEMENTATION BUSINESS STRATEGIES

   Strategic scenarios. The vision. Analysis of the values system supporting the strategy. Elaboration of business strategies. Objectives and measurement criteria. New businesses. Growth. Consolidation. Revitalization.

3. STRATEGIC MANAGEMENT OF HUMAN RESOURCES

   This subject is oriented to design the conceptual and methodological framework to recognize the strategic and systemic approach of the current Human Resources Management (HRM).

   STRATEGY AND MANAGEMENT OF HUMAN RESOURCES

   Characterize the current strategic management of human resources. Differentiate human resources management models that enable its systemic and strategic manifestation.

   MHR: TECHNOLOGY FOR ITS DIAGNOSIS, SCREENING AND CONTROL

   Building a technology for the HRM diagnosis, projection and control. Using techniques and tools for the implementation of the HRM technology.

   STRATEGIC HR PLANNING AND TEMPLATES OPTIMIZATION

   Interpreting the inclusive and systemic process in which it is comprised the human resources strategic planning. Determining and optimizing templates and considering its main tangible and intangible indicators.

4. MANAGEMENT TECHNIQUES AND ORGANIZATIONAL LEADERSHIP

   The aim of this subject is to be familiar with and deepen in the styles of leadership and administration, their relationship, differences, importance and theoretical approaches, as well as the skills and abilities necessary for their exercise.

   INTRODUCTION TO THE IMPORTANCE OF LEADERSHIP AND BUSINESS ADMINISTRATION

   Introduction. The main human resource: people. Administration and social psychology. What is leadership? Definition, differences and functions of the leader and the executive. Corporate culture, values and processes of change. Importance of organizational leadership.

   THEORETICAL APPROACHES IN THE STUDY OF ADMINISTRATION AND LEADERSHIP, ITS EVOLUTION

   Introduction. Leadership prehistory. Industrial revolution, the classical school of the scientific organization- authoritarian leader. School of Human Relations - democratic leader. Bureaucratic model - charismatic leader. The behaviorist theory -theory features- psychological qualities leader. The organizational development - group leader. Participative administration. Administration’s systemic school - contingency theories. Task- or relationship-oriented leader. Strategic Management - change by values - competencies.

   LEADERSHIP STYLES

   Introduction. Definitions. Leadership style. Types of classic leadership styles. Other types of leadership. Models of contemporary leadership styles. Essential principles of the leaders in managing men. Effective leadership.

   SKILLS AND ABILITIES OF THE LEADER AND THE EXECUTIVE: TECHNIQUES AND TOOLS

   Introduction. Skills and abilities of the leader and the executive. Analysis of the results of a comparative research of leader tourist executives with no leaders in terms of the level of performance. Assessment of personal characteristics. Techniques and tools for the leader's job.

5. NEGOTIATION AND CONFLICT RESOLUTION TECHNIQUES

   This subject contains information to help you understand the theoretical and practical aspects related to the conflict and the most common resolution strategies: Negotiation, Mediation and Arbitration, among others.

   INTRODUCTION TO CONFLICT ANALYSIS

   Theories on the origin and causes of conflicts. Types of conflicts. Forms of expression of conflicts. Sources or stages of conflicts. Phases or stages of conflicts. Consequences of conflicts. Conclusions.

   STRATEGIES OR METHODS TO RESOLVE CONFLICTS

   Conflict management (phases and resolution curve). Introduction to conflict resolution strategies. Negotiation strategies. Mediation strategy (facilitation and consultation). Arbitrage strategy.

   COMPETENCIES, SKILLS AND ABILITIES TO RESOLVE CONFLICTS

   Emotional competencies to resolve conflicts. Personal competencies, social competencies. Social skills. Competencies related to what is commercial. Skills of the specialists in conflict resolution. Conclusions.

6.  WORK TEAMS MANAGEMENT TECHNIQUES

   This subject provides the theoretical and practical elements on groups and work teams, their characteristics, techniques and tools for their effective management.

   WORK TEAMS

   Introduction. General considerations. Team formation. The diversity of the types of groups. Differences between groups and work teams. High performance systems and participatory management. Team rules. The management skills for teamworking. The legitimization of perceptions. Rules of teamworking. The consensus. Three key elements to teamwork. Characteristics of the effective teams. Most frequent errors in the conduct of work teams. Conflicts management.

   MAIN TOOLS TO IMPROVE TEAMS

   Introduction. Interaction between individual and collective interests. The personal self-realization in the team's work. LEADERSHIP AND SELF-DIRECTED TEAMS. Practical exercise The 7 habits of leadership. The eighth habit of leadership. The emotional intelligence in the team. Are you an assertive person? Sociometric networks, the sociogram. The group assessment test. Psychodrama. Meetings and team work sessions. Interaction method. Delegation, autonomy and independence. Management by objectives and results.

   TEAM DECISION MAKING. WORK TEAM TECHNIQUES

   Introduction. Empowerment. Considerations in line with the decision-making. Factors on which the decision-making process depends. Techniques of generating ideas. Techniques focused on reaching consensus. Techniques focused on organizing ideas. Creativity. Mental locks of creativity.

7.  BUSINESS ETHICS AND CORPORATE SOCIAL RESPONSIBILITY

   This subject provides the main concepts for the students to master the importance and validity of the Business Ethics and Corporate Social Responsibility, and to recognize them as an effective tool to achieve competitiveness. After studying the three chapters, the student will understand the concept of ethics and social responsibility, its validity and universal character, as well as the ethical standards and their relationship with business efficiency. They will also master the relationship between business ethics, values, competitiveness, efficiency and effectiveness, and will be able to establish the ways and actions necessary for the company (and/or the company’s leadership) to have an ethical and responsible behavior.

   FOUNDATIONS OF BUSINESS ETHICS AND SOCIAL RESPONSIBILITY

   Ethics historical evolution. Its universal character. The most important authors of the study of ethics. Definition of ethics. Study Methodology. Reasons for acting with intelligence. Need to take into account the others’ interests. Ethical performance, the company's perspective. Ethical standards and business efficiency. Fundamental principles of Business Ethics. Action Plan needs. Ethics, legality and values. Shared values. Why is there a growing interest in business ethics?

   NEED OF BUSINESS ETHICS AND SOCIAL RESPONSIBILITY

   Concept of business and society. SMES’ problems. The company as a system and an integral part of the society. The company as a productive system. Ethics and society. The organizational character of ethics in society. Business Ethics. Ethics and competitiveness. Corporate Social Responsibility, priorities and purposes of an ethical company. Company’s sustainable management. Responsibility for customers, employees and other stakeholders. Ethical training as a need to obtain a more secure business climate. Advantages of achieving a fully established code of ethics. Negative aspects of a bad use of ethics in organizations.

   THE HUMAN FACTOR AS THE CENTER OF BUSINESS ETHICS AND SOCIAL RESPONSIBILITY

   People as a source of income, not of costs. Human resources (HR) evaluations. Human and intellectual capital evolution. Business culture, motivation, sense of belonging, and leadership. Ethics performance variables of a business community. Conjugation of organizational climate, communication and authority to determine ethical values. Relationship between Business Ethics and the current trends of management. Innovation, science and technology. Ethics and e-commerce.

8.  E-BUSINESS AND ITS INTEGRATION IN CORPORATE MANAGEMENT SYSTEMS

   This subject gives a broad and extensive vision of the concept and notion of business integration through information by reviewing the integration from the organizational and technological aspect, and the essential concepts of the integration based on ICTs such as ERP, SCM and CRM.

   ORGANIZATIONAL VISION OF INTEGRATION: SUPPLIES, CUSTOMERS AND SYSTEMS

   Introduction. Foundations. Value chain. Example of Supply Chain Integration. Reflections.

   TECHNOLOGY VISION OF INTEGRATION: CONCEPTUAL ASPECTS OF E-BUSINESS INTEGRATION

   Importance of e-business. Organizational change. Business strategy. E-Business: implementation.

   SYSTEMS FOR ENTERPRISE PLANNING (ERP)

   Conceptual aspects. Integration in the information management. Integration of the ERPs. Selection of the supplier. Strategic impact in the return of the investment.

   HUMAN RESOURCES MANAGEMENT IN THE DIGITAL ERA

   Introduction. The change in the companies. Human resources management. Technology in the human resources management.

   SUPPLIERS RELATIONSHIP MANAGEMENT (SRM)

   Introduction. Supplies chain. Definition. Supplies chain management. SRM implementation in the e-business. Reflections.

   CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

   Introduction. Conceptual aspects. Strategy. Implementation. Selection of the supplier. Integration.

2^nd PART: STRATEGIC MANAGEMENT OF MARKETING

Provides an understanding of the transition from the offline paradigm to the online model. These two marketing philosophies enable identifying and managing the clientele, from recruitment to loyalty. Presents strategies and models to measure the success of commercial campaigns, especially in the online environment.

MARKETING, HISTORY AND EVOLUTION UNTIL TODAY

Historical definition of marketing. Origin and evolution of marketing. Revealing data of marketing history. Marketing and communication, from 1.0 to 3.0.

MARKETING ONLINE AND OFFLINE FORMULAE

Internet and web page. From off to online in Marketing.

HOW TO TRANSFORM A BUSINESS IDEA INTO WEB

Objectives of a web page. Decisions before web development. Basic concepts.

SELLING ON THE INTERNET, THE E-COMMERCE AGE

E-commerce history. Advantages and disadvantages of the e-commerce. Business models according to customers. Commercial activities on the Internet. Phases of a web page implementation. Security in the e-commerce.

HOW TO SELL ON THE INTERNET

How to create an online store. Elements of an online store. Approach of an online store. Payment procedures. Web traffic analysis. E-commerce trends.

ONLINE SALE AND PERSUADABILITY

Clear positioning. Credibility and trust. Architecture in persuasion. Contents and functionalities that are transformed. Seducer copywriting. Appeals for action leading to click. Sense of urgency.

BRANDING: THE POWER OF THE BRAND

The insight of a brand. Brand positioning. Inbound marketing vs. Outbound marketing. Web page of the Philadelphia brand.

POSITIONING ON SEARCH ENGINES.

The most relevant search engines of the world. How do the positioning results work in Google. Fundamental techniques and tools of positioning in Google.

CUSTOMER LOYALTY THROUGH EMAIL MARKETING

Advantages of the email marketing. Types of email marketing. Keys to create an efficient e-mail. Tools of sending email marketing. Performance indicators in an email marketing campaign.

SOCIAL MEDIA MARKETING

The importance of being in social network. Which social networks are the most adequate for a company? Guidelines for the community moderation. Action protocol before reputation crisis. Results measuring.

DIGITAL MARKETING PLAN

Analysis of the situation. Competition analysis. Analysis of the market and potential or target audience. Defining a competitive advantage. Developing a SWOT matrix. Objectives of a marketing strategy. Action plan, marketing strategies. Action planning and election of online marketing tools. Monitoring and controlling of the marketing plan.

1.  INTRODUCTION TO THE NEW MARKETING

   This subject provides the marketing theoretical and ideological foundations, as well as the difference between what is strategic and operational, taking into account the new tasks developed by marketing in a market economy.

   PHILOSOPHY AND CONCEPTS OF THE NEW MARKETING

   What is marketing? Marketing nature and scope. Importance of studying marketing. Core concepts of marketing. The marketing mix. Marketing application areas. Marketing effectiveness in the business system. Current use of marketing. Marketing opportunities and challenges in the new economy. Marketing application fields. Marketing factors. Market. Two marketing management approaches. Companies and marketing evolution. Characteristics of the environment dynamics and current markets. Sector evolution. Marketing future. Marketing and society environment. Marketing strategic planning. Trends in marketing practices. Company orientations towards the market. Social marketing. Ethics and social responsibility in marketing. Marketing effects on society.

   MARKETING IN COMPANIES.

   Marketing management in companies. Basic areas in the business development. Relationship between tasks and responsibilities of marketing management. Building profitable relationships with the customers. The organization of the marketing department. New functions in the marketing department. Marketing management in the practice. Changes in marketing management. Marketing management functions. Internal marketing. Commercial organization in the company.

   NEW TECHNOLOGIES APPLIED TO MARKETING

   The switchover from physical to digital. Characteristics of the new markets. Internet impact on the marketing mix. E-commerce. T-commerce. M-commerce. 3.7. Marketing in the Internet era. E-business and e-marketing in the Internet era. Marketing 2.0. Marketing in the e-commerce. Benefits of the e-commerce and Internet for buyers and sellers. Globalization, hyper-competition and Internet: changing the marketing way.

   WEB 2.0 IN THE COMPANY

   The Web 2.0 concept. The company and the Web 2.0. The Web 2.0. effects. Social media. Professional management in social media: Community manager.

   TRENDING CONCEPTS

   Viral marketing. Rumor marketing. Behavior marketing. 5.4. Street marketing. Fusion marketing. Emotional marketing. Creative marketing. Permission marketing. Ecological marketing. Multicultural marketing.

2. MARKET RESEARCH

   It provides a scientific and pragmatic perspective regarding market research and audience studies. This subject enables the students to have a practical view on the need to get to know the customer, the company environment and the audiences in modern systems with the aim of planning a research and implement it, so they are informed enough for the decision-making in the Marketing field.

   MARKET RESEARCH AND AUDIENCE STUDIES: THEORETICAL CONSIDERATIONS

   Marketing conceptualization as a scientific discipline. System of marketing information. Market research conceptualization. Market research history and evolution. Importance of the market research. Market research field. Audience studies conceptualization.

   CURRENT MARKET CHANGES AND BEHAVIOR

   Business macroenvironment analysis. Market analysis. Latest market changes. Consumer trends.

   DISTRIBUTION OF THE RESEARCH PURPOSE

   Market research process. Definition of the research problem. Determination of the research objectives and the information needs. Hypothesis development. Information value estimate.

   RESEARCH DESIGN.

   Research approach. Information source. Personal interview. Group meetings. Project techniques. Observation methods. Research methods by survey. Panel surveys. Experimental research methods. Sampling plan.

   CONSTRUCTION OF THE DATA COLLECTION TOOL

   Assessment. Scale types. Attitude measurement. Questionnaire design. Survey’s reliability and validity.

   INFORMATION PROCESSING AND ANALYSIS. RESULTS PRESENTATION.

   Fieldwork. Information processing. Univariate information analysis. Bivariate information analysis. Multivariate information analysis. Results presentation.

   AUDIENCE STUDY METHODS AND TECHNIQUES

   Objectives of audience measurement. Indicators of audience measurement. Television audience measurement. Radio audience measurement. Press audience measurement. Foreign media audience measurement. Cinema audience measurement. Example of audience measurement: the Spanish case.

   DIGITAL MEDIA AND INTERNET AUDIENCE MEASUREMENT.

   Conceptualization of the digital media and Internet audience measurement. Digital media and Internet audience measurement indicators. Digital media and Internet audience measurement methods. Mobile audience measurement. Example of digital media and Internet audience measurement: the Spanish case.

3. CONSUMER-BUYER BEHAVIOR

   It is focused on the nature understanding of the customer’s needs (consumption and industrial), as well as the motivation factors that play an important role in the consumer’s mind when “responding” to an stimulus caused by marketing.

   MARKETING AND CONSUMER BEHAVIOR

   Consumers, their place in marketing. Marketing conceptualization. Industrial markets. Consumer market. Competence and market study.

   CONSUMER BEHAVIOR AND MARKETING ACTION

   Consumer-oriented marketing strategy. Factors and trends in the consumer behavior. Approaches for the consumer behavior study. Information to study the consumer behavior. Examples of the consumer behavior and new technologies. Consumer rights. Consumer behavior in a global perspective. An example. History of the movement in the interest of the consumer in the United States. Consumer additional rights. Social responsibility

   MOTIVATION IN THE CONSUMER BEHAVIOR

   Motivation. Motivation theories. Consumer motivation. The consumer as an individual. Applications of the hierarchy of needs. Consumer personality and behavior.

   CONSUMERS AND THEIR AREA OF INFLUENCE

   Influence of the family in the consumer behavior. Interest aspects in the family consumption. Life cycle of the families. Influence of the culture in the consumer behavior. Characteristics of the culture in the consumers’ context. Techniques for the culture measurement. Essential national values and their relationship with the consumption.

   TOOLS FOR THE MOTIVATION AND COMMUNICATION IN THE PURCHASES.

   Tools for the consumer motivation in the purchases. Tools for the consumer communication. Phases for the definition and development of an effective communication in the purchase.

4.  DEVELOPMENT OF MARKETING STRATEGIES

   It provides a comprehensive view of different marketing aspects from the company strategy view, focused on the guidelines necessary to concentrate the organizational resources in the best opportunities and so, achieving a sustainable competitive advantage.

   PRODUCT STRATEGIES

   Conceptual elements of the product. Strategies based on the product classification. Strategies in the life cycle of a product. Strategies for the positioning and differentiation. The brand and the strategies of the production line. Strategies of comprehensive and special solutions. Strategies of brand positioning. Brand management

   PRICE STRATEGIES.

   Conceptual elements of the price. Strategic objectives of the price. Basic strategies in the price determination. Strategies of discriminatory price fixing. Price fixing of product mix. Strategies of product launch prices. Strategies of price fixing based on the market knowledge. Other price fixing strategies. Price fixing during tough economic times.

   DISTRIBUTION STRATEGIES

   Conceptual elements of distribution. Alternatives for the strategic design of the distribution channels. Marketing vertical systems. Market coverage strategies. Trade marketing strategy. Interactive or direct marketing. Strategies of entry into the foreign markets. Measurement units of the marketing channels functions. Distribution systems and competitive advantage.

   PROMOTION STRATEGIES

   Conceptual elements of communication. Marketing communication nature and function. New trends in distribution. The functions of advertising - media. Preambles of image advertising. Objectives of advertising communication. Creative approaches of image advertising. Efficiency levels of advertising communication. Planning of the advertising supports. Media selection criteria. Characteristics of the response functions. Budgets.

   MARKETING STRATEGIES FOR NEW ENTRANTS

   Conceptual elements. Introduction phase. Product life cycle as strategy. New product development strategy. Objectives of the new product and market development. Strategies for markets in the introduction phase. Strategies for the market entry. Common strategies in successful companies, depending on the time of the incorporation into the industry. Market entry strategies. Strategic marketing programs for precursors.

   DEFENSIVE STRATEGIES

   Conceptual elements. Strategic defensive market plans. Basic defensive strategy I: Protecting the position. Basic defensive strategy II: Optimizing the position. Basic defensive strategy III: Monetizing. Harvesting. Divesting. The election of the defensive strategy.

   OFFENSIVE STRATEGIES

   Conceptual elements. Market strategic plans. Market strategic plans and offensive strategies. Basic offensive strategy I: Investing to increase the sales in the market. Basic offensive strategy II: Improving the competitive position. Basic offensive strategy III: New markets entry. Recommendations

5. INTERNATIONAL MARKETING

   It establishes the main tools and necessary knowledge that help to face the international projection following concepts and strategies characteristic of external markets, and so they can actively take part in the business world at the international level.

   INTERNATIONAL MARKETING ORIGIN AND EVOLUTION

   Introduction to the international marketing. International business background.

   BASIC CONCEPTS AND CONTENTS OF THE INTERNATIONAL MARKETING

   Basic concepts and contents of the international marketing. International marketing plan. Other interesting topics within international marketing.

   THE BUSINESS INTEGRATION PROCESS AND THE CULTURAL ENVIRONMENT IN INTERNATIONAL MARKETING

   The management accounting systems within the cultural differences in the international marketing context.

   COMPARATIVE ANALYSIS BETWEEN NATIONAL AND INTERNATIONAL MARKETING

   REASONS TO INTERNATIONALIZE MARKETING

   USE OF INFORMATION TECHNOLOGIES AND COMMUNICATIONS (ITC) IN INTERNATIONAL MARKETING

   PRACTICAL CASES OF INTERNATIONAL MARKETING

   STRATEGIC PLANNING AND MARKETING IN INTERNATIONAL BUSINESS

6. RELATIONAL MARKETING

   This subject content includes the set of practices aimed at establishing long-lasting relations, which are also value drivers with the customer and other stakeholders at the long term.

   RELATIONAL MARKETING THEORETICAL FOUNDATIONS AND EVOLUTION

   Introduction. Consumption democratization. Changes in the environment. Evolution of the relational model. Fundamental elements. Benefits of the relational model.

   THE RELATIONAL MARKETING PLAN

   Strategic lines. Internal segmentation. Selection of the applicants. Definition of the objectives. Collaborative relationships management. Design of the relational strategy.

   CUSTOMER’S EXPERIENCE

   Introduction. New paradigms. Customer's loyalty. Evolution of the relation, path towards loyalty. Customer satisfaction (C.S.). Enterprise Feedback Management (E.F.M.).

   CUSTOMER RELATIONSHIP MANAGEMENT THE RELATIONAL MODEL

   Structure of the CRM. Master lines. First pyramid: information system creation and management. Second pyramid: communication actions with customers. Third pyramid: programs to detect and regain dissatisfied customers. Fourth pyramid: events and special programs organization. Fifth pyramid: loyalty programs. Most frequent errors in the CRM implementation.

7. DIGITAL MARKETING AND E-COMMERCE

   Provides an understanding of the transition from the offline paradigm to the online model. These two marketing philosophies enable identifying and managing the clientele, from recruitment to loyalty. Presents strategies and models to measure the success of commercial campaigns, especially in the online environment.

   DIGITAL MARKETING: COST AND BENEFIT ANALYSIS WITH RESPECT TO TRADITIONAL MARKETING

   Internet and the web. From off to online marketing

   CUSTOMER JOURNEY AND DIGITAL MARKETING

   Customer journey. From traditional to digital marketing.

   CREATING AWARENESS - VISIBILITY - TO CAPTURE THE CUSTOMER'S ATTENTION

   Learning about the potential customer. Creating awareness to attract attention. The importance of an online reputation. Joining online and offline. New profiles and roles needed for online marketing. Tools for the management of attraction marketing.

   CONVERSION STRATEGIES, SHOPPING EXPERIENCE, AND LOYALTY

   Inbound marketing - automation and conversion phase. Purchase experience. Loyalty. Facilitating and improving the experience. IoT and Artificial Intelligence. Recommendation systems.

   CAMPAIGN ANALYSIS AND KEY METRICS

   Advertising display. Online commerce. Performance indicators in an e-mail marketing campaign. Social media.

   PERFORMANCE: DEVELOPMENT OF ONLINE MARKETING STRATEGIES AIMED AT ACHIEVING

   Clear positioning. Credibility and trust. The architecture of persuasion. Converting content and functionality. Attractive Copy Writing. Clickable calls to action. Sense of urgency.

8. MARKETING AUDIT

   It provides the student with tools and techniques for the conduct of audits, emphasizing the role of the auditor and the basic aspects in the audit processes.

   AUDIT. BACKGROUND AND EVOLUTION. IMPORTANCE, CLASSIFICATION AND CONTENT

   Audit background and evolution. Audit phases. Concepts of auditing. Objectives, scope and importance of the audit. Audit classification. Audit regulation. Audit phases or stages. Monitoring, its importance in auditing.

   MARKETING AUDIT

   Concept of marketing audit. Marketing audit planning. Fundamental phases or stages of a marketing audit general process. Need for monitoring a marketing audit planning. Skills of an auditor.

   MARKETING AUDIT CONTENT

   Marketing audit characteristics. Marketing audit content and components. Main content proposals of marketing audit. Two specific examples related to the marketing audit results. Marketing audit results.

   MARKETING AUDIT AND STRATEGIC PLANNING.

   Relationship between marketing audit and marketing planning. Strategic planning: Its levels. Marketing planning. Marketing plan and its content.

3^rd PART: MARKETING MIX AND SERVICES MANAGEMENT

1. PRODUCT AND BRAND MANAGEMENT POLICY

   It introduces the strategic decision-taking on factors included in the product as a key element of the market offer.

   PRODUCT CONCEPTS, DIMENSIONS AND CLASSIFICATION

   Main tools of the company marketing management. Product direction in the company: objectives and functions. Product as the basic marketing concept. Product dimensions. Service management to support the product. Product quality. Product differentiation

   DECISIONS ON THE PRODUCT

   Product positioning in the market. Product portfolio or product mix of a company. Product line: Concept. Brand. Concept and importance. Product packing, package and label. Functions and importance from the marketing perspective. Product development and release into the market. Product life cycle. Strategies according to the life cycle phase.

2.  PRICE MANAGEMENT POLICY

   This subject is specifically focused on the design of strategies and programs on the price as a variable and income earner.

   BASIC CONCEPTS ON THE PRICE MANAGEMENT

   Conceptualization. Price types. Importance of the price management. Interrelation of the price with the rest of the marketing mix variables.

   PRICE DETERMINATION

   Procedure for price fixing. Selection of the budget objectives. Demand estimate. Cost estimate. Analysis of the costs, prices and offers of the competitors. Selection of the price fixing technique. Selection of the final price. Prices on the Internet

   PRICE STRATEGIES

   Basic aspects of the price strategy. Price strategy of new products introduction. Prestigious price strategies. Price strategies oriented towards the competency. Price strategies for product portfolio. Price strategies by geographical area. Discount strategies in prices. Promotional price strategies. Price discrimination strategies.

   REACTION OF THE COMPANIES BEFORE CHANGES IN PRICING

   Changes in pricing. Response to the changes in competitors’ pricing.

   PRICE FIXING OF INDUSTRIAL PRODUCTS AND SERVICES

   Price fixing of industrial products. Price fixing of services.

   PRICE FIXING IN INTERNATIONAL MARKETS

   Essential aspects in the international price policy. Forms of entry in international markets. Multidomestic or global strategy. Variables determining the price at the international level. International means of payment. Incoterms. The most common documents in the international business operations. Transfer prices.

3. DISTRIBUTION MANAGEMENT POLICY

   It studies the different strategic decisions that can be taken depending on the logistic channels, with the aim of having the best distribution method.

   DISTRIBUTION STRATEGIC DECISIONS MANUFACTURER DECISIONS

   Distribution as the marketing tool. Distribution channels. Distribution channels and service networks. Market coverage. Main strategies of the manufacturer. Evolution and new trends of the distribution channels. Cooperation, conflict and competence in the channel. Trade marketing.

   DISTRIBUTION STRATEGIC DECISIONS

   Commercial distribution. Current trends in the distribution sector. Wholesale trade. Main characteristics and functions. Main wholesaler's decisions. Retail trade: Main characteristics and typology of the retail trade. Main trends of the retail trade. Main retailer's decisions.

   PHYSICAL DISTRIBUTION

   Concept, functions and importance of the physical distribution. Decisions on physical distribution.

4. COMMUNICATION MANAGEMENT POLICY

   It makes the student understand the recipient as the basis to plan communication strategic actions for the message diffusion through the direction of advertising programs, sales promotion and public relations as tools of this variable of the marketing mix.

   CONCEPTUALIZATION AND IMPORTANCE OF COMMUNICATION IN ORGANIZATIONS

   Definition of communication. Elements of the communication process. Definition of organizational communication. Direct and mediated communication. Communication fields. Internal communication. External communication. Communication plan.

   STARTING POINT ANALYSIS

   Corporate identity. Corporate image. Corporate image management. Corporate identity and image, visual dimension. Brand and brand image.

   IDENTIFICATION OF THE COMMUNICATION OBJECTIVES AND THE OBJECTIVE PUBLIC

   Design of the communication objectives. Definition of the organization audiences. Recipient's behavior analysis. Message determination. Design of communication strategies.

   ADVERTISING MANAGEMENT

   Advertising history. Conceptualization of advertising. Classification of advertising. Advertising models. Advertising programs. Establishment of advertising objectives. Determination of the advertising budget. Message decision.

   SALE PROMOTION MANAGEMENT

   Conceptualization. Establishment of the objectives. Tools selection. Development of a sales promotion program.

   PERSONAL SALE MANAGEMENT

   Conceptualization. Efficiency of the sales force. Organizations of the sales force. Size of the sales force. Retribution of the sales force. Direction of the sales force. Sales phases. Negotiation key aspects.

   PUBLIC RELATIONS MANAGEMENT

   Public relations history. Definition of public relations. Qualities of the public relations specialist. Main decisions on public relations. Protocol and ceremony.

   DIRECT MARKETING MANAGEMENT

   Conceptual elements on direct marketing. Database. Offer. Creativity.

   COMMUNICATION MEDIA AND SUPPORTS

   Distinction between media and supports. Television. Cinema. Radio. Press. External media. Point of sale. Digital media. The Internet. Social Media. Use of media in the direct marketing. Internal communication supports. Media planning.

   FOLLOW-UP AND EVALUATION OF THE COMMUNICATION PLAN

   Development of the communication action plan. Communication plan follow-up. Communication plan evaluation.

5. SERVICE MARKETING

   It offers a global perspective on service marketing, in such a way that the students are updated on the topic and are able to consider the different approaches, tools and instruments that can be useful in marketing.

   ESSENCE AND CHARACTERISTICS OF THE SERVICES AND THEIR IMPLICATIONS FOR MARKETING. SERVICE MARKETING

   Background and service evolution. Essence of the services. Nature and classification of the services. Characteristics of the services and their implications for marketing.

   SERVUCTION PROCESS

   Servuction process. An example of application of the value chain of Michael Porter to the services. Marketing strategies for service companies. Results of a research on service marketing. Product support service management.

   STRATEGIC PLANNING OF SERVICE MARKETING. THE BUSINESS PLAN

   The process of service marketing strategic planning. The service marketing plan and its content.

   CURRENT TRENDS OF THE MARKETING IN THE AREA OF SERVICES. THE HISPANIC SCHOOL.

   Trends in service marketing. On the current strategies of service marketing. Relational marketing.

   ON PROFESSIONAL SERVICE MARKETING

   Professional services and marketing. The 12 keys to achieve an efficient marketing in the professional services. A point of view on some of the realities that have to face freelance professionals and how to face them from the marketing perspective. A case of professional service commercialization. Veterinary services.

6. THE MARKETING AND CONTROL PLAN

   It highlights the strategic importance of a marketing plan with a methodological proposal of its structure.

   MARKETING PLAN AND GLOBAL PLANNING PROCESS

   Strategic management concept. Historical evolution. Types of planning. Importance of planning in marketing. Marketing management and its components.

   THE MARKETING PLAN DEVELOPMENT PROCESS

   The marketing plan. Concept, importance and advantages for the company. Structure and content of a marketing plan.

4^th PART: SCIENTIFIC RESEARCH METHODS AND FINAL PROJECT

1. SCIENTIFIC RESEARCH METHODS

   The aim of this subject is to study techniques and stages of scientific research, analysis between variables, guidelines for the organization of data and the processing of logical reasoning in order to compare populations.

   THE SCIENTIFIC METHOD

   RESEARCH TECNIQUES

   THE RESEARCH PROCESS

   RESEARCH FINAL REPORT

2. FINAL PROJECT

   The last part of the master’s degree is aimed at the Final Project or Marketing Plan. This can be started after completing the first part.

   Methodology used make it possible for the students to develop, from the beginning, papers that can be used at the end in the development of the Thesis or Marketing Plan.

   The thesis will be a research paper in which the author reflects on some topics related to the Strategic Management of Marketing.

   The business plan will be the application of the acquired knowledge during the course in a real company or the creation of a new company.

   The development of the Master’s Degree Final Project or Degree Thesis can be started in parallel to the study of the Program subjects, according to the student’s convenience and availability. However, it is advisable to devote approximately the last semester of the Master's Degree for its development and final drafting.

   A teacher-tutor, whose assignment will depend on the chosen topic, will supervise the work.

Note: The contents of the academic program may be subject to slight modifications, depending on the updates or the improvements made.