Curso - Marketing for Business Leaders (Marketing para Líderes Empresariales)
Código CEPADE: MBL
Código UPM: CF.05.0515.203
Curso 2015-2016
Learning Outcomes:
At the end of the course participants will be able to do the following:
- Apply proven marketing tools and methodologies confidently and lead the development of demand for their products in rapidly changing business environments.
- Formulate strategic alternatives and design marketing strategies to build competitive advantage.
- Evaluate marketing mix decisions and design profitable marketing plans.
- Lead a multi-functional planning process.
Course contents:
- Strategic Marketing: Understand the marketing role in the company general strategy. Making the right choices about positioning in a changing market place in order to create sustainable, profitable businesses, deliver value and stay focussed on critical market opportunities.
- Tactical Marketing: To implement the key learnings from the marketing intelligence, customer relations and the marketing mix to build a source of advantege and achive company objectives (sales, profits, positioning)
- Marketing Plan: Which is the implementation of all the previous learnings, and a key company sucess resource.
Academic Calendar:
Quarterly course that is taught from March to June (during the Segundo Cuatrimestre).
University credits:
This course is worth 3 credits.
Lecturer /Assistant Professor
LAURA REYERO SIMON
Economista por la UCM, MBA por el I.E., Estudió el Programa Superior de Gestión en la Universidad de Ashridge, Máster en Comercio Internacional por IEDE, Doctorando en la UEM. Trabajó en UNILEVER, Kraft General Foods y Colgate Palmolive. Fué directora comercial para España y Portugal de London International Group y directora de marketing de Altadis. Socia fundadora de la consultaría Helago, especializada en planes de marketing e innovación, para clientes como Telefónica, Unicef...
Coordinator Professor UPM
MERCEDES GRIJALVO MARTIN
Ingeniero Industrial-UPM. Doctor en ingeniería mecánica y organización industrial-Carlos III. Máster en Gestión de Calidad-EOI. Coordinadora de la unidad docente de administración de empresas en el departamento de Ingeniería de Organización, administración de empresas y Estadística. Profesora de dirección y administración de empresas. Autora de numerosas publicaciones. Ha participado en distintos congresos, Workshops y Conferencias sobre organización industrial.
Course Methodology:
La metodología Didáctica de CEPADE, es Propia y Única. PPG: Práctica, Participativa, y Global.
Práctica: Se basa en el método del caso.
Participativa: El conocimiento de cada uno de los alumnos se contrasta con los de resto de participantes haciendo el aprendizaje colaborativo a través del Campus Virtual.
Global: Ese aprendizaje Participativo, no sólo se comparte y adquiere con alumnos de España sino también con alumnos de hasta 40 países (aproximadamente el 40% de los alumnos son internacionales).
En el Campus virtual de CEPADE un Profesor-Tutor, mantiene la documentación actualizada, resuelve las dudas, guía el aprendizaje y realiza la evaluación.
Both the whole course documentation and the monitoring of the tutorials along with the final exam will be conducted in English. The level required is Advanced.
On-line discussion and debate: Participants will discuss and debate on-line a case that will be used throughout the program. This will clearly establish the need for methodologies that support marketing decisions .
Individual Study: The text book, the teacher papers, avalibale videos and your owun reserach are required to have an academical framework.
Practice: Practice with tools and methodologies, applying them to the case and presenting their application for debate and discussion will build confidence and know-how of each participant.
Assessment:
- Documentación en Formato Digital.
- Primer Cuatrimestre - (LIBRO).
Título: KOTLER ON MARKETING. HOW TO CREATE, WIN AND DOMINATE MARKETS
- Primer Cuatrimestre - (CASO IESE).
Título: Oscar Maher: Strategic Marketing Planning
Documentation:
ASSESSMENT:
Case studies: Along the course the participants will do a Marketing Plan that will have feed-back in each step. The final Plan will be presented at the end of the quarter.
Individual tasks: There will be 2 individual assigments
Foro: the teacher will open discussions in the aula foro, active participation is required.
Non-distant final exam. The final paper lasts for one hour at the end of the term. Students are allowed to use study materials during this exam. A grade of Pass is required to obtain the corresponding credits of each course.