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OFFICIAL PROGRAM
2016 / 17

SUBJECT

Company and Market

ECTS CREDITS3,00
SUBJECT CODEBEMPMER
LANGUAGE IN WHICH IT IS GIVENCatalan  English  
STUDIES
CODE
DEGREE
TYPE
YEAR
SEMESTER
GCTV
Grau en Cinema i Televisió
Optional
Third
----
GPME
Grau en Periodisme
Optional
Third
----
GPRP
Grau en Publicitat i Relacions Públiques
Optional
Third
----

PREREQUISITES

None

PREVIOUS KNOWLEDGE

None

SUBJECTS TO BE TAKEN SIMULTANEOUSLY

None

SUBJECT DESCRIPTION

Belonging to Mòdul 5, which is based on fundamentals of Advertising and PR, together with subjects as: “Economy and statistical notions” and “Organitzation of Advertising Companies”.

COMPETENCES

Knowledge and socio - economic analysis of PR and Advertisement companies:

a) Study of the set of elements that affect the competitive environment in products, services and brands managed in PR and Advertisement.

b) Study of two key marketing tools: segmentation and positioning of brands and products, specific work will be demanded.

CONTENTS

LECTURE CLASS:

1. Business Today: rules of the game

    1. The offer: relative position, competitors, consumer – segmentation and positioning.
    2. Customer Centricity: capturing the customer, customer loyalty and added value. Participative Communication: shared knowledge and prosumers.
    3. Internationalization: multinacional, internacional or global.
2. Planning and Management
    1. Information and Rigor: internal data, retail panels, consumer panels, community and social media observation.
    2. Competitor Monitoring.
    3. Forecasting and Advantages of having your Marketing Plan.
    4. Profit and Loss Account: decision making
3. Operative Marketing Plan
    1. Product:

i. Product Concept and atributtes

ii. Producte vs Service

iii. Width and Depth

iv. Life Cycle

v. New Product Development

    1. Price:

i. Different concept for consumer, retailer and producer

ii. Price structure

    1. Placement:

i. Concepts

ii. Channels

iii. Alternatives

LEARNING UNIT:

  1. Basis for Strategy.
a. Market segmentation and target group
b. Positioning
c. Business Cases: briefings
  1. Strategic Planning
    1. SWOT Analysis
    2. Business Cases: mission and vision of the company

METHODOLOGY

LECTURE CLASS:

a. Lecture

b. Reading: business material

c. Final Examination

LEARNING UNIT:

a. Lecture

b. Individual exercises

c. Team work

d. Guest Speakers

EVALUATION

Parameters:

a. 60% Final Examination

b. 40% Learning Unit

i. You must deliver 3 exercises to have access to Final Exam. On contrary, Learning Unit will be evaluated as NO PRESENTED.

ii. Evaluation will consider:

1. Only the 2 best notes è 40%

2. Final Team Work è 60%

iii. Important:

1. No presented exercises will get a ZERO.

2. To pass the whole subject, the student should pass Lecture class and Learning Unit independently

CRITERIA OF EVALUATION OF RESULTS


a) Exercices: Individual or in group
b) Presentations
c) Participation at class

BASIC BIBLIOGRAPHY

Es complementarà durant el curs, però com a referències bàsiques s’inclou:

· www.mashable.com

· www.trendwatching.com

· www.marketingnews.es

· Navas López J.E., Guerras Martín L.A. La dirección estratégica de la empresa, Thomson Civitas (4aEdición) 2007.

· GRANT, R.M., Dirección estratégica de la empresa: conceptos, técnicas y aplicaciones, Civitas, 2006 (5a Edición)

· Johnson G., Scholes K. Dirección estratégica. Prentice Hall, 2006 (7a Edición)

· Kaplan, R., Norton, D. The Execution Premium. Ediciones Deusto 2008

· KOTLER, PHILIP y AMSTRONG, GARY Marketing. Pearson Prentice Hall, 2004

· DORNBUSCH – FISCHER Macroeconomía McGraw – Hill 1984

· Porter, M. Ser Competitivo. Deusto (2003)

BIBLIOGRAPHY AND MATTER COMPLEMENTARY

At class
CREATE BY:   
Judit Mata Monforte • Antonio Solanilla Ruiz
DATE OF THE LAST REVIEW23/09/2016