GRADO EN ADMINISTRACIÓN Y DIRECCIÓN DE EMPRESAS
MARKETING PLAN: STEP BY STEP
IKASGAIAREN OINARRIZKO DATUAK
TITULAZIOA: Enpresen Administrazioan eta Zuzendaritzan Gradoa
IZENA: Marketing Plan: step by step
MOTA MOTA MOTA MOTA
KREDITUAK: 6 ECTS
LAUHILEKOA: whole academic year
JAKINTZA ARLOA: Marketing
MODULUA: 2.- BUSINESS MANAGEMENT AND ADMINISTRATION
MATERIA: Marketing I
HIZKUNTZA: English
IKASGAIAREN DATU ZEHATZAK
1. HELBURUAK
This course “Marketing Plan: step by step” is designed to prepare the students to fulfill the next objectives:
1. To analyse the environmet in order to define the Marketing Policies.
2. To define the objectives and strategies of the Marketing Planning
3. To define the policies of Marketing-mix
4. To develop the capabilities of the students on understanding the Implementation Tactics: Product and
Service strategy, Pricing, Promotion and Distribution Channels
5. To develop a detailed Marketing Plan
2. AURRETIAZKO EZAGUTZAK
Students are required to attend the course called “Marketin-era Sarrera / Introducción al Marketing” in order to
have a wide approach to the reality of the Marketing basis, so Marketing concepts would have already been
accquired in this previous course.
3. GAITASUNAK
Gaitasun Espezifikoa
1. Students are able to give a general overview of the market situation and in order to take marketing
decisions.
2. Students are able to define and analyse the strategic Marketing Planning objectives
3. Students are able to define, analyse and implement the strategies and tactics of the Marketing-mix
4. Students are able to develop a detailed Marketing Plan in a real case study
Zeharkako gaitasunak
WORK GROUP
EFFECTIVE COMMUNICATION SKILLS
GRADO EN ADMINISTRACIÓN Y DIRECCIÓN DE EMPRESAS
4. METODOLOGIA
The methodology approach focuses on the active participation of the students. This participation is essential to
take advantage of the course individually as well as in group. It is the aim of this subject that the students would
be able to read and comment essays, to prepare different case studies in order to be discussed at class and to
develop a real Marketing Plan based on cooperative work where students are active agents of their own learning
process.
Proiektutan oinarritutako Proiektutan oinarritutako Proiektutan oinarritutako irakaskuntza
irakaskuntza irakaskuntza X
X X
Talde lana Talde lana Talde lana
X X X
Tailerrak Tailerrak Tailerrak
5. GAIAK
1. What is a Marketing Plan and why do you need one?
2. The Marketing Plan inside the Strategic Planning process of the company
3. STEP 1. Analyzing the situation
4. STEP 2. Fixing the Marketing Goals and Objectives
5. STEP 3. Choosing the Marketing Strategies
6. STEP 4. Defining the Action Plan: The Marketing plan implementation
7. STEP 5. Evaluation and Control
6. BIBLIOGRAFIA ETA BESTELAKO INFORMAZIO ITURRIAK
- Chernev, A.: The Marketing Plan Handbook. Brightstar Media, Inc. 2009.
- Chernev, A and Kotler, P.: Strategic Marketing Management. Brightstar Media, Inc. 2009.
- Cutropía Fernández, Carlo: El Plan de Marketing paso a paso. Madrid: ESIC, 2005.
- Kotler, P., Amstrong, G.: Principles of Marketing. Prentice Hall, 2009.
- Kotler, P.: Kotler On Marketing: How To Create, Win, And Dominate Markets. The Free Press, 1999.
- Kotler, P.; Cámara, D.; Y Grande, I.: Dirección De Marketing. Edición Milenio, Prentice-Hall, 2000.
- Kotler, P.: Preguntas más frecuentes sobre marketing. Barcelona: Granica, 2005.
- Kotler, P.: Marketing management: analysis, planning, and control. New Jersey: Prentice Hall,
1984.
- Hiebing, Roman G. And Cooper, Scott W.: The Successful Marketing Plan: A Disciplined and
Comprehensive Approach. Macgraw-Hill, 2003.
- Mique, S.;Mollá, A.; y Bigné, J.E.: Introducción Al Marketing. Mc Graw-Hill, 1997.
- Parmerlee, David: Cómo preparar un Plan de Marketing. Barcelona: Gestión 2000, 2004
- Payne, Adrian: Handbook of CRM: achieving excellence in customer management. Amsterdam:
Butterworth-Heinemann, 2006.
- Sainz de Vicuña Ancín, José María: El plan de marketing en la práctica. Madrid: ESIC, 2006.
- Sánchez Herrera, J.: Estrategias y Planificación En Marketing. Métodos y aplicaciones. Madrid: Pirámide,
2010.
- Santesmases Mestre, M.: Marketing. conceptos y estrategias. Editorial Pirámide, 1996.
- Tybout, A. M.; Calkins, T.: Kellogg on branding: the marketing faculty of the Kellogg School of
Management. New Jersey: John Willey & Sons, 2005.
- Westwood, J.: The Marketing Plan: A Step-By-Step Guide. Kogan Page Ltd, 2002.
- Westwood, J.: 30 minutos para… redactar el plan de marketing. Barcelona: Granica, 1999.
GRADO EN ADMINISTRACIÓN Y DIRECCIÓN DE EMPRESAS
7. EBALUAKETA
On-going assessment during the academic year. There is a constant information flow between teachers and
students throughout the academic course.
Presential activities: 60% of the mark
Non presential activities: 40% of the mark
This assessment is based on the next activities:
Class attendance and active participation in the theoretical, practical and seminar courses
Essays and work presented regarding the objectives of the course and related to its contents.
Assets during the course
The assessed activities are explained in the following table:
ANALYSIS -
Alfabetización Students are Students are
Students are
Informacional able to give a able to define Students are
able to define,
general and analyse able to
analyse and
overview of the strategic develop a
implement the
Toma de the market Marketing detailed
tactics and
decisiones Visión Global situation and Planning Marketing
action plan
in order to objectives Plan in a real
of the
take and case study
Marketing-mix
marketing estrategies
decisions
ESSAY 1 - TEAM WORK CASE STUDY 10 10 20
ESSAY 2 -INDIVIDUAL CASE STUDY 5 5 10
TEST 5 5 10 20
ESSAY 3 -INDIVIDUAL CASE STUDY 5 5 5 5 20
INTERDISCIPLINARY TEAM WORK 30 30
TOTAL 20 25 20 35 100
NOTE: To calculate the final note it will be essential to have submitted all required work in the agreed delivery time limit.
Furthermore, to calculate this average score, each competence should be overcome with a minimum of 4.
.
