Esquema de Estadísticas

Última revisión realizada: 19/08/2020 |
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Subject name: | Integral Marketing |
Study: | Master in Business Administration |
ECTS | 6 |
Four-month period: | First four-month period |
Type of subject: | Compulsory |
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.
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:
These activities are combined with the following aspects:
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 | 10 % |
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.
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.
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% |
Academic background: Bachelor in Economics, and in Business Administration and Management (National Bachelor's Award) from ICADE. Higher Program in Marketing Management (B2B / B2C) at the IE.
Professional experience: Dr. Mochales has exercised his teaching duties as associate professor of Strategy, Corporate Marketing and Advertising. He is an expert in the various areas of Communication (corporate, international...). He worked as a professor in different MBA modalities, in prestigious institutions such as ESIC, Instituto de Empresa (IE), Florida Atlantic University, Complutense University of Madrid and the IMF group.
In the professional field he was Global Director of Marketing, Communication and Institutional Relations of Acciona and Marketing Director and Director of Business Development at The Coca-Cola Company. Previously, he held the position of Project Manager at MCKINSEY & CO. Likewise, Gerardo Mochales is an active member of the Board of Directors of several companies, among which the European Ski School of Sierra Nevada, IslandTours and Aramon stand out. Between 2007 and 2010, Mochales was also a member of the Foreign Policy Council of the CEOE and Acciona-El Coto Asset Management. Among the awards and recognitions that he has garnered throughout his teaching and professional career, the Efficiency Award 10 stands out for the commercial work and digital marketing strategy of the Acciona campaign and Paris-Dakar electric car (also by Acciona). In 2013 he received the National Award of the Marketing Association of Spain. In 2008, he won the AWEA Award (awarded by the American Wind Energy Association) that recognized the best communication strategy in the foreign company category (Acciona) in the US. In 2004 he received the World Press Award for the best international Soccer and Coke campaign and «Coca-Cola movement» as the first online campaign in The Coca-Cola Company.
Research lines: Gerardo Mochales is an expert in the analysis and determination of the strategic nature of marketing initiatives; in the profitability of advertising actions; the relevance of stakeholders and community relations as the center of gravity of CSR and Sustainability actions. Also in the relationship between consumer behavior and branding in competitive markets; Corporate communication and total communication.
Academic background: PhD in Marketing, Master degree in Business Administration, and Bachelor degree in Industrial Administration.
Professional experience: 20 years, full time professor at Tecnologico of Monterrey University, Campus Queretaro, Mexico, in Marketing Department, in Academic Development Department. 2018, full time immersion as educational consultant at New Element University (a new one University in Queretaro, México). The activities are about: To improve their bachelor and master degrees, in order to get the RVOES (accreditation) by Secretaría de Educación Pública. To improve their educational model. To select the educational platform (LMS). To follow up the launch of University. To develop the professional and continuing education department. 2018. To moderate CSR online course by ITESM.
Research lines: Ethical Marketing, Ethical Consumption, Corporate Social Responsibility, Consumer acculturation, ethnic consumption.
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:
Please, take into account the following tips…