Class Marketing Seminar

The objective of this course unit is to develop in the student technical reasoning skills in Marketing environments. As it is a seminar, it has a strong practical component through the carrying out of work, in groups and individually, where theoretical knowledge acquired in the subjects indicated above as recommended is applied, as well as that learned through the analysis of case studies. In one of the works developed by the students, a Marketing simulator is used, which recreates a market. This resource allows the student to perform operations related to data analysis and decision-making processes.

Not applicable

The works to be developed focus on the following themes: Internal/external analysis audits; Perception of market dynamics and attractiveness elements; Decision in Marketing environments; Segmentation; Positioning; Marketing Mix

The course uses a management simulator applied to Marketing where the student develops a strategy for an organization.

Aaker, D. A., & McLoughlin, D. (2010). Strategic Market Management: Global Perspectives. John Wiley & Sons. Chernev, A. (2019). Strategic marketing management - the framework, 10th edition. Cerebellum Press. Fahy, J., & Jobber, D. (2019). Foundations of Marketing. London: McGraw Hill Education. Harhut, N. (2022). Using behavioral science in marketing: Drive customer action and loyalty by prompting instinctive responses. Kogan Page. Kingsnorth, S. (2022). Digital marketing strategy: An integrated approach to online marketing (3rd ed.). Kogan Page. Kotler, P., & Keller, K. (2021). Marketing Management, Global Edition (16th ed.). Pearson Education. Moerloose, C., & Lambin, J.-J. (2021). Marketing stratégique et opérationnel: La démarche marketing dans une perspective responsable. Palmatier, R. W., & Sridhar, S. (2021). Marketing strategy: Based on first principles and data analytics (2.a ed.). Bloomsbury Academic.