Advanced Marketing
Code: 42226 ECTS Credits: 10| Degree | Type | Year |
|---|---|---|
| Marketing | OB | 1 |
Contact
- Name:
- Rosalia Gallo Martinez
- Email:
- rosalia.gallo@uab.cat
Teachers
- Rosalia Gallo Martinez
- Rossano Eusebio
- Carme Casablancas Segura
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
It is recommended that the student have knowledge on commercial management or marketing management
Objectives and Contextualisation
Study the most relevant aspects and tools of strategic marketing, both from the traditional approach, as well as from digital marketing. It is intended that the student knows the main techniques to strategically analyze the markets, the decisions to be adopted and how to plan marketing actions.
Due to its relevance, Public and Social Marketing, International Marketing, and Experiential Marekting are part of the ceontents.
Learning Outcomes
- CA01 (Competence) Design marketing plans adapted to the new market scenarios for BTC (business-to-consumer) and BTB (business-to-business) contexts.
- CA02 (Competence) Implement elements of environmental, social and economic sustainability in the design of marketing plans.
- CA03 (Competence) Evaluate ethical dilemmas in real-world business situations from different angles (marketing, legal, social, and economic) for marketing decision-making.
- KA01 (Knowledge) Identify the main opportunities and threats posed by the information society in the field of marketing through the critical analysis of case studies in a specific sector.
- KA02 (Knowledge) Recognise the criteria of effectiveness and efficiency in the preparation and implementation of marketing plans, through the evaluation of current business models and practices, in a collaborative study environment.
- KA03 (Knowledge) Identify conventional and innovative solutions to address specific business problems developed by today's organisations.
- KA04 (Knowledge) Distinguish advanced marketing strategies and techniques for effective campaign implementation and strategic decision-making in competitive markets.
- SA01 (Skill) Carry out innovation actions in marketing (commercial, process or organisational) based on detailed case analyses and participation in interdisciplinary debates in collaborative work teams.
- SA02 (Skill) Analyse the feasibility of transferring the analysis to the planning and design of marketing strategies in today's competitive contexts through the critical study of real cases and the application of relevant theoretical frameworks.
Content
Marketing plan in practice
Analytical marketing
Strategic marketing
Operational marketing
Public and Social Marketing
Segmentation and target market behaviour
Communication strategies and tools
Measuring impact and sustainability
International Marketing
Analyizing international environments
Entry stategies and global positioning
Globla markets managenemt
Experiential marketing
Designing brand experiences
Technology and experience channels
Measuring impact and strategies
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Lectures | 75 | 3 | |
| Type: Supervised | |||
| Business cases | 50 | 2 | |
| Type: Autonomous | |||
| Individual task | 100 | 4 |
To achieve the objectives of this module, during the course a set of different teaching methodologies are used: lectures, case discussions, oral presentations in class, previously prepared by the students, and realization of exercises or activities in class.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Assignaments and presentations | 40 | 3 | 0.12 | CA01, CA03, KA01, KA03, KA04, SA02 |
| Participate in class | 20 | 2 | 0.08 | |
| Practical exercises | 40 | 20 | 0.8 | CA01, CA02, CA03, KA01, KA02, KA03, KA04, SA01, SA02 |
This subject is formed by four teaching modules: marketing plan, public and social marketing, international marketing, and experiential marketing.
All Advanced Marketing modules are evaluated with the following structure:
- Participation and assistance 20%
- Exercises and practical cases 40%
- Deliveries and presentations 40%
To be evaluated, the student must have a minimum of 80% attendance and participation, and 50% of the exercises, practical cases, deliveries and presentations.
To pass the subject it is necessary to pass each module independently (with a grade of 5/10 or higher).
If the subject is not approved, the master's coordination will offer the student the possibility to re-evaluate the module/s that have not been passed, according to the evaluation of the professors and the coordination.
If the student approves the re-evaluation, the maximum mark he will get in the re-evaluated part will be 5. The re-evaluation calendar will be published together with the module's grade list.
USE OF IA:
“For this subject, the use of Artificial Intelligence (AI) technologies is allowed exclusively in support tasks, such as bibliographic or information search, text correction or translations, as well as under professors' recommendation.
The students will have to clearly identify which parts have been generated with this technology, specify the tools used and include a critical reflection on how these have influenced the process and the result of the activity.
The lack of transparency in the use of AI in this assessable activity will be considered a lack of academic honesty and may lead to a partial or total penalty in the grade of the activity, or greater sanctions in cases of seriousness.”
EXAMINATION-BASED ASSESSMENT (Avaluació única):
Must be requested at the beginning of the course in Academic Management of the Faculty of Economics and Business
It will consist of an examination of the entire subject, with a weight of 100% on the final grade. The exam is mandatory in person
• Retake will follow the same procedure as continuous assessment.
• Final grade review follows the same procedure as continuous assessment.
Bibliography
Software
The student must have a good knowledge of Microsoft Office and a basic knowledge of a program to perform multivariate analysis.
Groups and Languages
Please note that this information is provisional until 30 November 2025. You can check it through this link. To consult the language you will need to enter the CODE of the subject.
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (TEm) Theory (master) | 30 | Spanish | first semester | afternoon |