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| Tribunal titular | ||
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| Tribunal suplente | |||
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Educational guide | |||||||||||||||||||||
| IDENTIFYING DATA | 2023_24 | |||||||||||||||||||||
| Subject | STRATEGIC MARKETING | Code | 00507017 | |||||||||||||||||||
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| Descriptors | Credit. | Type | Year | Period | ||||||||||||||||||
| 6 | Troncal | Second | ||||||||||||||||||||
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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). | |||||||||||||||||||||
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| 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 |
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| Topic | Sub-topic |
| Personalized attention |
| Assessment |
| Description | Qualification | ||
| Other comments and second call | |||
| Basic | |
| Complementary | |