Educational guide
IDENTIFYING DATA 2011_12
Subject MARKETING ESTRATEGICO Code 00507017
Study programme
LICENCIADO INVESTIGAC. Y TECNICAS DE MERCADO
Descriptors Credit. Type Year Period
6 Troncal Second Second
Language
Castellano
Prerequisites
Department DIREC.Y ECONOMIA DE LA EMPRESA
Coordinador
VÁZQUEZ BURGUETE , JOSÉ LUIS
E-mail jlvazb@unileon.es
jlplag@unileon.es
Lecturers
PLACER GALÁN , JOSÉ LUIS
VÁZQUEZ BURGUETE , JOSÉ LUIS
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
Tribunal titular
Cargo Departamento Profesor
Tribunal suplente
Cargo Departamento Profesor

Objetivos
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).

Methodologies

Contents
Topic Sub-topic

Personalized attention

Assessment
  Description Qualification
 
Other comments and second call

Basic
Complementary