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Dades generals

Curs acadèmic:
2021
Descripció:
L’assignatura té com a objectiu centrar-se en les principals aplicacions de la investigació comercial i dels seus principis i mètodes bàsics, 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
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. PART I. Market orrientation 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. PART II. Market analysis: a marketing perspective

          3.1. Managing market growth: some key metrics

          3.2. Customer experience and value creation

          3.3. Emotional benefits and value creation

4. PART III. Market-based management of the firm: some examples of strategic implications

          4.1. Competitive positioning and the marketing advantage

          4.2. Measuring brand equity: brand assets and liabilities scorecards

          4.3. Value-based pricing strategies

Activitats

Tipus d’activitat Hores amb professor Hores sense professor Hores virtuals amb professor Total
Anàlisi / estudi de casos 8,00 15,00 0 23,00
Elaboració individual de treballs 2,00 23,00 0 25,00
Exposició dels estudiants 2,00 5,00 0 7,00
Prova d'avaluació 4,00 23,00 0 27,00
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
  • Malhotra, N.K. y Birks, D.F. (2006). Marketing Research. An Applied Approach. New Jersey: Prentice Hall.
  • Mariampolski, Hy (2001 ). Qualitative market research : a comprehensive guide . Thousand Oaks: Sage Publications. Catàleg
  • 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
Individual project The students are expected to work on an individual project, based on a topic previously discussed with the professor, and with data collected through fieldwork (if necessary). They will have to hand in a written essay. 25 No
Oral presentation of the project Short oral presentation of the project developed during the semester. 15 No
Evaluation activities Two short activities (theoretical and/or practical), to be done during the semester. They could be either individual or group activities. 20 No
Final exam Short written exam (multiple choice questions, short answer questions), focused mainly in assessing the understanding of the theoretical and practical concepts explained during the course. The exam and the resit will be held in January, at the dates fixed by the faculty. No minimum grade is required to pass the exam. 40

Qualificació

The final grade will be calculated according to the established evaluation system.

The final exam and the resit will be held in January, at the dates fixed by the faculty. 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. No minimum grade is required to pass the final exam.

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 take the final exam will be qualified as "NO PRESENTAT" (Absent / Not Examinable).

Avaluació única:
Written exam (including theoretical and practical questions from all the material of the course): 100% of the grade.

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.

Whenever possible, experts in the field (from the academic or business environment) will be invited to participate.

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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