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OBJECTIVESTo cover all areas of marketing, recognizing the tools used in each of them and their effect on the consumer. To apply combined strategies and possible strategies depending on the objectives. To consider real cases.
COURSE DESCRIPTIONStrategic marketing: mission and vision. Product marketing techniques: the brand. Packaging. The price factor. Brand manager and product manager. Distribution policy. The concept of channels. Classification of distributors. Promotional marketing. Impulse policies. Merchandising. Advertising, public relations and promotion. Direct marketing. Loyalty techniques: cards and client/points programs.
BIBLIOGRAPHYTORRES, J.M. y CORDOVA, J.L.: Técnicas de marketing. Deusto, 4.ª Ed., Navarra 1998. SANTESMASES MESTRE, M.: MÁRKETING, Conceptos y Estrategias. Pirámide, Madrid 2001.
METHODOLOGYClasses will combine theory and practice, considering current cases from real life.
EVALUATIONMultiple choice exam (40 questions). Class attendance and participation. Individual exercises.
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