Presentation

The Integral Marketing course aims to show the real-world use of marketing in a context of continuous change, laying the groundwork for creative solutions and taking innovative marketing decisions.

The course is organized around nine units that include the foremost theories, tools and strategies for marketing that are used today, a time when the Internet and new technologies play an important role in marketing management, with the aim of creating value for the customer and managing long-term relations appropriately.

The course introduces students to marketing management and competitive intelligence in marketing through the information systems for business management. It also explains the techniques for obtaining and analyzing information as the main support for making marketing decisions, so that we can optimize the management of relational marketing and decisions on segmentation and positioning strategies. This market orientation based on competitive intelligence lends coherence to operational marketing actions that obtain competitive advantages. Finally, from the view of global marketing, we will look for a suitable combination of offline and online tools to design a complete marketing plan, in which all decisions that are taken about the company must consider the influence that Internet and digital tools have on the consumer.

Basic Competences

• CB6: Possess and understand knowledge that provides a basis or opportunity to be original in the development and / or application of ideas, often in a research context.
• CB7: That students know how to apply the knowledge acquired and their ability to solve problems in new or unfamiliar environments within broader (or multidisciplinary) contexts related to their area of study.
• CB8: That students are able to integrate knowledge and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on social and ethical responsibilities linked to the application of their knowledge and judgments.
• CB9: That students know how to communicate their conclusions and the knowledge and the reasons behind them to specialized and non-specialized audiences in a clear and unambiguous way.
• CB10: That students have the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous.

General Competences

• CG1: Master and integrate techniques, instruments and management methods necessary for the development of their professional activity.
• CG2: Increase the knowledge of the management of companies and the different areas of management.
• CG4: That students know how to communicate their conclusions, present projects, results, plans, knowledge and the reasons behind them to specialized and non-specialized audiences in a clear and unambiguous way.
• CG5: That students are able to integrate their knowledge of various functional areas of the company with generally incomplete or limited information of the company environment to make decisions and solve problems in complex and multidisciplinary situations.

Specific Competences

• CE8: Understand the objective of marketing in organizations and consumer behavior and be able to formulate Integral Marketing Plans.
• CE12: Understand the functional organization of the company. Interrelations between areas. Identify and understand the factors and dimensions that are part of the company at functional level and the characteristics of its administration system.
• CE15: Know how to quantify the impact of the decisions made regarding the four marketing mix variables on different business variables such as income, profit and loss account, market share, channel, company and product positioning to assess management alternatives and marketing mix strategies.
• CE16: Know some of the tools that are used in the planning of markets/products.
• CE17: Be able to perform a sectoral market analysis.
• CE18: Be able to search and systematize information from various sources, interpret the results obtained and prepare business reports and marketing plans.
• CE19: Understand and know how to use the new techniques of digital marketing or eMarketing and the new channels of access to the consumer in the Networked Society.
• CE24: Know and understand the necessary elements to understand an internationalization strategy of the company.
• CE25: Know how to use e-commerce tools in international trade and understand the relationship and impact on the international distribution of goods and services.

Transversal Competences

• CT1: Interpret, with the necessary means, relevant, reliable and structured information for decision making and problem solving.
• CT3: Know how to use ICT technologies for management and for decision making.
• CT5: Know and understand the necessary elements for the definition of an internationalization strategy of the company.
• CT6: Communicate in an efficient, structured and orderly manner, the most relevant aspects of a Project.
• CT7: Provide the student with the knowledge and skills necessary to interact in the international environment.
• CT8: Facilitate the process of student integration to the professional business world.
• CT9: Provide students with learning skills that allow them to continue studying autonomously.

Block 1. Value proposal

Unit 1. Marketing Management

• Introduction and objectives
• Marketing and the creation of value
• Marketing in strategic planning
• The marketing process: the marketing mix
• The new reality of marketing

Unit 2. Creating value for the customer

• Introduction and objectives
• Designing a marketing strategy to create value
• The company’s value offer
• Co-creation of value
• Attracting customers and establishing relationships

Unit 3. Customer relationship management

• Introduction and objectives
• Customer lifetime value
• Customer experience mapping
• Optimizing customer relationships
• Recovery strategies

Block 2. Information management and analysis

Unit 4. Competitive intelligence in marketing

• Introduction and objectives
• Marketing information systems and big data
• Marketing information sources
• New information technologies in marketing
• Operational tools for information: data warehousing, data mining

Unit 5. Market research

• Introduction and objectives
• The market research process
• Market research designs
• Information collecting tools
• Data analysis techniques

Unit 6. Segmentation and positioning

• Introduction and objectives
• Levels of market segmentation
• Criteria and methods for market segmentation
• Segmentation strategies
• Positioning strategies

Block 2. Planning and online marketing

Unit 7. Internet marketing

• Introduction and objectives
• Offline and online marketing
• E-commerce
• Omni-channel retailing
• Inbound marketing

Unit 8. Digital marketing tools

• Introduction and objectives
• Content marketing
• Email marketing
• Web positioning: SEO and SEM
• Social networks
• Measurement and analytics

Unit 9. The integrated marketing plan

• Introduction and objectives
• The marketing plan as part of the planning process
• Situation analysis and diagnosis
• Setting objectives
• Choosing the marketing strategy
• Defining action plans
• Elements to ensure the success of the marketing plan

The different tasks and activities programmed during the semester have been developed with the goal of adapting the learning process to the different capabilities, necessities and interests of the students.

The activities included in the subject are:

• Practical cases. Will provide the student with actual business situations that will need to analyse and, after that, make decisions, evaluate the consequences and alternatives. They will allow acquiring intellectual skills to face sudden situations or to plan action programs adapted to a changing environment where there is no math logic.
  
  In the weekly program you can check when complete them and in the Virtual Classroom you will find all the information about how to develope them and how and when submit them.
  
• Participation in events. During the course you will be participating in different events. Some of those events are attendance to online classes, collaborative work.
  

These activities are combined with the following aspects:

• Personal Study
• Tutoring. he tutoring class can be implemented through different tools and means. During the course of the subject, the teacher-tutor plans the individual tutoring on specific days for the resolution of academic-oriented doubts through “Consultation sessions”. Supplementing these sessions, students have also available the “Ask your teacher” forum through which they can formulate questions and check the corresponding answers on general aspects of the subject. Due to the very nature of the media used, there are no fixed schedules for the students.
• Mandatory on-site final exam

The hours dedicated to each activity are detailed as follows:

TRAINING ACTIVITIES	HOURS OF SUBJECT	% PRESENCE
Virtual sessions	15 hours	100%
Master classes	4 hours	0
Personal study of basic material	60 hours	0
Reading of complimentary material	32 hours	0
Realization of practical cases and self-evaluation tests	45 hours	0
Tutoring	16 hours	0
Collaborative work (forums and/or discussion groups)	7 hours	0
Final on-site exam	1 hour	100%
Total	180 hours	-

You can personalize your study plan choosing the type of activity that best matches your profile. The tutor will advise you and help you elaborate your study plan. S/he will always be available to guide throughout the course.

Basic bibliography

The section Basic Bibliography is essential for the course. If any document (reading, article,…) is not available in the virtual classroom, you will have to find it by other means: UNIR bookshop, virtual library…

The necessary texts for the study of this subject have been elaborated by UNIR and are available in a digital format to consult, download or print inthe virtual classroom.

Complementary bibliography

• Alcaide, J.C. (2015). Fidelización de clientes. Madrid: ESIC.
• Dodson, I. (2016). The Art of Digital Marketing. New Jersey: John Wiley y Sons.
• Estrade, J. M., Jordán, D. y Hernández, M. Á. (2017). Marketing Digital. Mobile Marketing, SEO y Analítica Web. Madrid: Anaya Multimedia.
• Kotler, P. y Armstrong, G. (2017). Principles of Marketing. México D. F.: Pearson.
• Kotler, P. y Keller, K. L. (2015). Marketing Management. México D. F.: Pearson.
• Kotler, P., Kartajaya, H. y Setiawan, I. (2017). Marketing 4.0. Moving from Traditional to Digital. Hoboken, New Jersey: John Wiley y Sons.
• Lamb, C. W., Hair, J. F. y McDaniel, C. (2017). Marketing. México D. F.: Cengage.
• Malhotra, N.K. (2018). Marketing Research. New Jersey: Pearson.
• Reinares, P. (2017). Los cien errores del CRM. ESIC: Madrid.
• Sainz de Vicuña, J.M. (2018). El plan de marketing digital en la práctica. Madrid: ESIC.

The evaluation system is based on the following numerical chart:

0 - 4, 9	Suspenso	(SS)
5,0 - 6,9	Aprobado	(AP)
7,0 - 8,9	Notable	(NT)
9,0 - 10	Sobresaliente	(SB)

The grade is made up of two components:

The exam is done at the end of the four-month period and is ON-SITE and COMPULSORY. It comprises the 60% of the final grade and so that the grade obtained in this exam is added to the final grade it is obligatory to PASS it.

The continuous evaluation comprises the 40% of the final grade. This 40% of the final grade consists of the grades obtained in the different training activities carried out during the four-month period.

EVALUATION SYSTEM	WEIGHTING min - max
Student participation (sessions, forums)	0% - 40%
Study cases	0% - 40%
Self-evaluation test	0% - 40%
On-site final exam	60% - 60%

Studying online means you can organize your study as you wish, as long as you meet the due dates of the different assignments (activities, tasks and tests). In order to help you, we propose the following steps:

1. From our online platform you will have access to each of the subjects you are enrolled. Apart from this, you can access to the Aula de información general. In this section, you have available all the documents on how to use the different tools included in the virtual classroom, how a subject is organized and you will also have the possibility to organize your study plan with the tutor.
2. Do not forget to check the weekly program. You will see which part of the content of the course you have to work on every week.
   
3. After knowing your work for the week, go to Units in your virtual classroom. There, you will have access to the study material (theory and practice) from the unit you need to study throughout the week.
   
4. Begin with the reading of the Key ideas of the unit, they constitute the content of the unit and the basic material of study. Check also the In deep section which contains supplementary material.
   
5. Devote some time when doing the Practical Cases and Test. In the subject Program we will detail which are the corresponding activities for each week.
   
6. We strongly recommend to take part in the events of the course (On-site virtual classes, Trabajo colaborativo, etc.). To know the exact date for each one of these events you must visit the communication media on the Virtual Classroom. Your teacher and your tutor will inform of the subjects news.
   

In the Aula de información general of the master you will always find available the documentation where we explain how the units are structured and what you will be able to find in each one of its sections.

Remember that in the Aula de información general you can check how the different tools of the virtual classroom work: email, forum, online classes, sending the tasks, etc.

Please, take into account the following tips…

• Whatever you study plan is, go often to the virtual classroom so that you are always up to date about the course and you are in contact with your teacher and your tutor.
  
• Remember you are not alone: send an email to your tutor if you have any doubt. If you attend the online classes, you can also ask your teacher about the contents of the unit. Also, you can always write your doubts and questions about the contents in the Forum of each subject (Ask the teacher).
  
• Be active and participate! Whenever it is possible, attend the online classes and take part in the forums. The exchange of information, opinions, ideas and resources enrich us and the course.
  
• And, remember, you are studying online: your effort and perseverance are the key element to obtain good results. Don’t leave everything to the last minute!!!