It is intended that students:
Develop a critical reflection about marketing and its variables;
Understand the importance of marketing/communication on the strategic orientation of modern organizations;
Be able to distinguish between marketing strategic and operational marketing;
Master the knowledge associated with all the basic elements of which are market studies, how they are done, how they work and what needs do they answers;
Understand the role of Marketing Research (MR) in the structure of companies;
Understand the reasons why MR is done and what the logic of knowledge behind it;
Understand what are the strategic, general and specific objectives, of different MR studies;
Master which several possible methodologies to respond to different objectives and criteria for applying;
Master which analytical techniques and their possible utilization criteria;
Understand what are the expected results.
They evolve from the theoretical knowledge to the practical knowledge.
Students:
(1) Identify and understand the terminology and key concepts of marketing and market studies;
(2) Develop critical reflection on marketing, its variables and its instruments;
(3) Confollow to classify, associate, and design a market study according to the different criteria, typologies, phases (conception, collection and analysis) and objectives of each of the steps of the decision process in Marketing;
(4) Perceived the importance of marketing and market studies in the strategic orientation of modern organizations;
(5) Be able to distinguish the strategic vision of the marketing operational vision and understand its importance and competencies;
(6) Confollow to develop methodologies of market opportunity analysis and stock optimization on product / service, price, distribution, communication, and understand the importance of these variables in relational marketing management.