Superior

Prior to enrolling in courses at this language level, students must have completed or tested out of a minimum of 2 upper-division college-level Spanish courses at their home university in the U.S.

COURSE OBJECTIVE
Learn the basic fundamentals and the most recent developments of marketing in different sectors of economic activity.

TEACHING METHODOLOGY
Classes, business practices, voluntary jobs

METHOD OF EVALUATION
Written exam, practical work

TUTORIALS
First semester: Monday and Tuesday from 9-12 p.m.
Second semester: Monday and Tuesday from 9-12 p.m.

PROGRAM
PART I: INDUSTRIAL MARKETING

THEME 1: INDUSTRIAL MARKETING
1.1 Nature of industrial marketing. Elements and specific conditions.
1.2 Characteristics of the industrial markets
1.3 Strategy of industrial marketing. Influencing factors.
1.4 Execution and control of the program of industrial marketing.

THEME 2: ANALYSIS OF INDUSTRIAL MARKETS
2.1 The behavior of purchase of industrial markets.
2.2 Measurement and forecast of the industrial demand.
2.3 Segmentation of industrial markets.
2.4 Investigation of industrial markets. Specific methodology.

THEME 3: DECISIONS IN INDUSTRIAL MARKETING: PRODUCT AND
DISTRIBUTION
3.1 The industrial product: characteristics and strategies.
3.2 Innovation in the industrial market.
3.3 Distribution channels of industrial products.
3.4 Strategy of distribution: the negotiation of the intermediaries.

THEME 4: DECISIONS FOR INDUSTRIAL MARKETING: PRICE AND
COMMUNICATION
4.1 Strategy of price and procedure for its determination for industrial products.
4.2 Communication in the industrial market:
1. Characteristics of communication in industrial markets
2. The personal sale
3. Industrial publicity
4. Public relations
5. Promotion of sales
6. The marketing director

PART II: THE MARKETING OF SERVICES

THEME 5: THE MARKETING OF SERVICES
5.1 The nature of the services
5.2 Specific characteristics of the market of services
5.3 The strategy of marketing services

THEME 6: THE SERVICE OFFER
6.1 Conceptual analysis
6.2 The offer of services: principal decisions
6.3 The management of client relations
6.4 Management of physical support

THEME 7: COMMUNICATION DECISIONS AND PRICES IN SERVICE
MARKETING
7.1 The different means of communication
7.2 Elements for a communication strategy
7.3 Management of personal contact
7.4 Price policy

THEME 8: THE MARKETING OF TOURIST SERVICES
8.1 Tourism in the economy and the society
8.2 Intermediaries of tourism
8.3 Tourist destinations
8.4 The policies of marketing tourism

THEME 9: THE MARKETING OF SPECIFIC SERVICES
9.1 Agro-alimentary marketing
9.2 Ecological marketing
9.3 Marketing of professional services
9.4 Marketing of soccer

PART III: NON-PROFIT MARKETING

THEME 10: MARKETING FOR NON-PROFIT ORGANIZATIONS
10.1 Introduction to marketing in non-profit organizations
10.2 Nature of non-profit marketing
10.3 Development of the marketing strategy in non-profits
10.4 The non-profit marketing program

THEME 11: SOCIAL MARKETING AND MARKETING OF PUBLIC SERVICES
11.1 Comprehension, goal and analysis of social marketing
11.2 Development of the social marketing program
11.3 Marketing with a cause
11.4 Marketing of public services
11.5 Marketing of cities

THEME 12: POLITICAL MARKETING
12.1 Comprehension, goal and analysis of political marketing
12.2 Development of the political marketing program
12.3 Electoral marketing