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Marketing and Market Studies
Submitted by escs on 3 November 2021
Scientific area

EPM

Advertising and Marketing

Hours
3
ECTS
5
Responsible teacher
Objectives

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.

Skills

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.