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Educational guide |
IDENTIFYING DATA |
2011_12 |
Subject |
MARKETING ESTRATEGICO |
Code |
00507017 |
Study programme |
LICENCIADO INVESTIGAC. Y TECNICAS DE MERCADO | |
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Descriptors |
Credit. |
Type |
Year |
Period |
6 |
Troncal |
Second |
Second
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Language |
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Prerequisites |
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Department |
DIREC.Y ECONOMIA DE LA EMPRESA
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Coordinador |
VÁZQUEZ BURGUETE , JOSÉ LUIS |
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E-mail |
jlvazb@unileon.es jlplag@unileon.es
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Lecturers |
PLACER GALÁN , JOSÉ LUIS | VÁZQUEZ BURGUETE , JOSÉ LUIS |
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Web |
http:// |
General description |
Providing a global view of marketing planning process considering different strategies in dynamic and competitive contexts, at any case both from a theoretical and a practical perspective. Studying the way of synthesizing different strategies in a marketing plan, and situating this plan inside the global strategic context in organizations.
Marketing management and the marketing plan (strategic management and strategic marketing; the marketing plan), competitive information and analysis (information collection and analysis for marketing strategic planning; market segmentation and strategic positioning; analysis of competence and competitors), generic marketing strategies (basic strategies for development; growth strategies; competitive strategies; innovative and imitative strategies), evaluation and control of marketing strategy (valuation and control of marketing results; planning under conditions of uncertainty). |
Tribunales de Revisión |
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Tribunal suplente |
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