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Dades generals

Curs acadèmic:
2022
Descripció:
L’assignatura té com a objectiu centrar-se en les principals aplicacions de la investigació comercial i dels seus principis i mètodes bàsics, com per exemple, la investigació quantitativa i qualitativa, per ajudar les i els estudiants a entendre el seu rol en el disseny de la gestió de l'empresa (i de les seves àrees funcionals) basada en el mercat. El mètode d’ensenyament i aprenentatge combina qüestions teòriques, pràctiques i discussió de casos.
Crèdits ECTS:
6

Grups

Grup A

Durada:
Semestral, 1r semestre
Professorat:
Nela Filimon Costin  / Konstantina Zerva
Idioma de les classes:
Anglès (100%)

Horaris:

Activitat Horari Aula
Teoria1 dt 15-16:30, dv 15-16:30

Competències

  • CG4- Analitzar críticament les dades i la documentació econòmica legal, i saber interpretar i extreure resultats significatius
  • CG8- Interpretar la naturalesa de l'empresa, les diferents formes en què s'organitza i els instruments metodològics bàsics per abordar la gestió de les seves àrees funcionals, sent capaç d'utilitzar les tècniques per a comptabilitzar les operacions econòmiques i financeres de l'activitat empresarial
  • ADECE1- Solucionar problemes empresarials de manera innovadora en contextos complexos i dinàmics, dissenyant i aplicant decisions estratègiques, tàctiques i operatives
  • ADECE5- Identificar les demandes dels mercats, establir estratègies empresarials, elaborar un pla de màrqueting i controlar la seva execució

Continguts

1. Introduction: Marketing concepts

2. Market orientation and marketing performance

          2.1. Customer focus and profitability: key customer metrics

          2.2. Measuring marketing performance: types of marketing metrics

          2.3. Managing marketing profitability

3. Market-based management of the firm: a marketing perspective

          3.1. Managing market growth: some key metrics

          3.2. Customer experience and value creation

          3.3. Competitive positioning and the marketing advantage

          3.4. Measuring brand equity: brand assets and liabilities scorecards

4. Market analysis with qualitative research methods

          4.1. Use of basic qualitative techniques in market investigation

          4.2. Analysis of qualitative data for marketing purposes

Activitats

Tipus d’activitat Hores amb professor Hores sense professor Hores virtuals amb professor Total
Anàlisi / estudi de casos 9,00 26,00 0 35,00
Exposició dels estudiants 3,00 7,00 0 10,00
Prova d'avaluació 4,00 33,00 0 37,00
Sessió participativa 15,00 25,00 0 40,00
Sessió pràctica 10,00 14,00 0 24,00
Tutories de grup 2,00 0 0 2,00
Tutories individuals 2,00 0 0 2,00
Total 45,00 105,00 0 150

Bibliografia

  • Best, Roger, J. (2013). Market-based management. Strategies for growing customer value and profitability (6a). Pearson Education Inc..
  • Birn, Robin (2002 ). Market research. Oxford, U.K.: Capstone Pub.. Recuperat 07-07-2011, a http://www.netLibrary.com/urlapi.asp?action=summary&v=1&bookid=66793 Catàleg
  • Emilien, Gerard. Weitkunat, Rolf. Lüdicke, Frank. (2017). Consumer perception of product risks and benefits /. Cham: Imprint: Springer, a http://dx.doi.org/10.1007/978-3-319-50530-5 Catàleg
  • Esteban-Bravo, Mercedes; Vidal-Sanz, Jose Manuel (2021). Marketing Research Methods. Quantitative and Qualitative Approaches. . Cambridge University Press.
  • Morrison, Margaret A. (cop. 2002 ). Using qualitative research in advertising : strategies, techniques and applications . Thousand Oaks, CA. [etc.]: Sage. Catàleg

Avaluació i qualificació

Activitats d'avaluació:

Descripció de l'activitat Avaluació de l'activitat % Recuperable
Evaluation activities Topics 1-3 Two activities (theoretical and/or practical), to be done during the semester. They could be either individual or group activities (activity 1:15%; activity 2:20%). 35 No
Oral presentation of an evaluation activity Topics 1-3 Short oral presentations of an evaluation activity based on Topics 1-3 (15%). 15 No
Evaluation activity Topic 4 Group activity to be done during the semester. 20 No
Final exam Final written exam (multiple choice questions and/or short answer questions), to assess the understanding of the concepts explained during the course. Although NO minimum grade is required, students are expected to do the exam. 30

Qualificació

For the students who choose to do continuous evaluation, the final grade will be calculated according to the established evaluation system, for each activity.

Students who would like to improve the grade obtained in the final exam can repeat it and, in this case, the previous grade will be cancelled and the last grade obtained will prevail. Although NO minimum grade is required to pass the final exam, students are expected to do it.

All the activities must be delivered through the Moodle platform according to the deadlines established.

Criteris específics de la nota «No Presentat»:
The students who don't participate in all the graded activities will be qualified as "NO PRESENTAT" (Absent / Not Examinable).

Avaluació única:
Written exam from all the material of the course: 100% of the grade. A minimum grade of 5.0 will be required to pass the exam.

Students who would like to improve the grade obtained in the exam can repeat it and, in this case, the previous grade will be cancelled and the last grade obtained will prevail.

This exam and the resit will be held in January at a date and time fixed by the faculty.

Requisits mínims per aprovar:
Minimum required grade to pass the subject: 5.0

Tutoria

The students will have the chance to book office hours for tutorials (individual or in group) to discuss doubts and/or other questions related to the issues discussed in class or the activities assigned.

The tutorials will be carried out either on a face-to-face basis or online (via communication means habilitated by the university, like, for example, Google Meet). Some doubts may be solved during class hours.

The students who would like to book a tutorial are kindly asked to send an E-MAIL to the professor, at least one working day before the tutorial.

Comunicacio i interacció amb l'estudiantat

The communication with the students will be carried out through face-to-face and/or online sessions (e.g., e-mail, Google Meet, Blackboard Collaborative). All the information concerning the communication with the students will be posted in Moodle.

A Forum will be available in Moodle to discuss the theoretical and practical contents of the subject, and to solve doubts.

Observacions

The working language of the course is English and the students are expected to deliver all the requested activities (i.e., exam, reports, oral presentation, etc.) in English.

Class materials will be made available through Moodle platform.

Assignatures recomanades

  • Direcció comercial
  • Estadística

Modificació del disseny

Modificació de les activitats:
In the event of restricted face-to-face teaching, the presential classes (with limited number of students) will be delivered following the safety requirements established by the faculty. The students attending simultaneously online will be able to follow them live, via the digital means enabled by the faculty (e.g., Blackboard Colaborative).

In the event of a virtual teaching scenario all the classes and activities will be moved to an online format and will be carried out according to the initial planning. Live online classes or recordings will be made available to students in Moodle platform.

All the supporting materials of the course will be made available to students in Moodle platform.

Modificació de l'avaluació:
Restricted face-to-face teaching: all graded activities will be delivered online in Moodle platform, except perhaps for the groups' oral presentations and the final written exam, which will be performed in a face-to-face setting (if the circumstances so permit).

Virtual teaching: all the graded activities will be moved to an online format and developed as planned.

Grading system and all the other requirements needed to pass the subject will be kept unchanged.

Tutoria i comunicació:
In the event of restricted face-to-face teaching, the students will have the chance to book individual or group office hours to discuss doubts. The tutorials will be carried out either on a face-to-face basis or online (via communication means habilitated by the university, like, for example, Google Meet). Some doubts may be solved during class hours.

In the event of virtual teaching, all the communication with the students, and the tutorials, will be carried out online via digital means such as Google Meet.

If you need to book a tutorial, please send an e-mail, at least one day before the tutorial.

A Forum will be available too in Moodle platform to discuss the theoretical and practical contents of the subject, and to solve doubts.

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