Facultad de Comercio, Turismo y Ciencias
Sociales “Jovellanos”
STRATEGIC MARKETING
T0
INTRODUCTION
Presentation
• Who am I:
– Santiago González Hernando
• Where can you find me:
– Office 209 and online
– sgonza@uniovi.es
• When can you find me:
– Tuesdays 8:30 to 9:15 and 11:00 to 14:00
– Thursdays 8:30 to 9:15 and 12:30 to 14:00
• About English:
– This course is about Marketing, not about English.
– Intelligibility over perfection
Timetable
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A class change:
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Week of 16-20 of October there will be no classes.
Classes will be anticipated as follows:
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Theory – 19/09 at 11:00
Seminars: - 26/09 at 11 (PA-Inglés2) and 10/10 at 11 (PA-Inglés1)
Presentation
• Strategic Marketing
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Compulsory subject
2nd Course, 1st Semester
First approach to Marketing
Further developed in other subjects:
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Política de Producto y Marca
Investigación de Mercados
Distribución Comercial y Comercio Electrónico
Publicidad
Promoción y Precios
ORGANIZATION
Class time
• Lectures:
– Basic concepts in slides provided to students
– Students are supposed to have them printed before the
lecture
– Questions for open discussion will be posed during
lectures
• Seminars:
– Applied questions will be posed and discussed.
– Cases will be posed in advance and students will have to:
• Prepare them in group
• Present them in group
– Some time will be used for the Final Assignment
GROUPS
• Students will form groups of 3 participants.
• Each group will develop:
– a Marketing Plan for a company.
– Final cases for every Unit.
Final Assignment
• Students will form groups of 3 participants.
• Each group will develop a Marketing Plan for a company.
• The development of such work will be monitored during
seminars and group tutorials.
• Each group will do two/three presentations with a summary
of the work done.
Final Assignment
• Step by step:
– Think of a value proposition - I HAVE to accept it!
• Discuss
• Address needs, wants and demands
– Analyze the environment
• Micro
• Macro
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Reduce to SWOT
Big decision: which market? (B2C, B2B)
A step further: segmentation
Assessment of market potential
Marketing Plan
I will be doing
One myself
(as a guide)
Guidelines to a GREAT presentation
• Format: Clean and Simple
• Brand Image: Select a slide design and keep it for the rest of the
semester.
– Watch out for Typos!
• Equipment: be careful with the format. PPT, PPTX, PDF
– Embed Typefaces.
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Upload your presentation to campus virtual within the deadline.
Practice, Practice, Practice.
Do not forget about body language.
Evaluation:
– Quality of your replies to the questions
– Quality of the documentation you hand me.
– Quality of your oral presentation.
EVALUATION
Evaluation
• Continuous Assessment: 4 points
– Case presentation (2 points)
– Final Assignment (2 points)
– In-class participation (as an extra. Yes, you can get higher than 10).
– Attributes evaluated: Content, Documentation, Presentation
– Continuous assessment marks, as obtained during lecturing period, will be
saved and valid for the three exam opportunities in an Academic Year
(January, May, June).
• Final Exam (12/01/2023 – 15:00): 6 points
– Minimum mark to add CE: 2 points
– Multichoice Test
Code of conduct
• Academic:
– I value:
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Interest
Hard work
Active participation
Honesty
Results
• Basic rules:
– No drinking / eating while in class.
– Judicious use of tablets / smartphones.
– Your thoughts are welcome, in public.