Universidad Rey Juan Carlos

University Extension Course in Business Management and Marketing

DURATION

210 Hours

LANGUAGES

Spanish, English

PACE

Full time

APPLICATION DEADLINE

Request application deadline

EARLIEST START DATE

Request the earliest start date

TUITION FEES

EUR 3,100 *

STUDY FORMAT

On-Campus

* price for non-resident non-community students is just approximate since then each academic rate is different.

Introduction

The University Extension Course in Business Management and Marketing is intricately structured to empower participants in achieving the following objectives, recognizing that within contemporary enterprises, the Sales department serves as the propellant dictating their pace. The caliber and triumph of a company's pivotal attainments and future trajectories stand intricately interlinked with the excellence permeating its operations and choices.

Acquire and/or improve their diagnostic capabilities
Analyze the elements that limit the growth of your current products and markets and those that can drive future sales.
Develop the competitive advantages of the company and choose the most advantageous product policies, promotions, prices, and distribution channels.

The practical result is specified in the preparation, presentation, and defense, individual or group by the participants, of the project or marketing plan of a company.

Goals

The main objectives of the course are:

Learn about the latest strategic marketing models to increase both the customer portfolio and existing accounts.
Analyze the factors that promote the growth of products and services of companies, their promotional tools, location of strategic markets, price elaboration and analysis of distribution channels.
Learn how to increase the company's ability to diagnose the market. Develop the analytical and management skills demanded by the changing national and international markets.
Decide the best marketing strategies to apply them effectively according to different market situations.
Understand the conduct and behavior of consumers and clients after an investigation process, thus allowing them to reduce risk in decision-making.

Admissions

Curriculum

Business Management:

Current companies. Billing. Template.
International comparisons.
The company. Advantages and disadvantages of SMEs. Culture.
General policies.
The sectors. Typology: size, concentration.
Lifecycle. P.M. The 5 FPs.
The environment. Guys. Factors of economic, political, social influence, etc.). Competitive advantages. Threats and opportunities.
Functions and tasks of business management.
Practical cases).

Strategic commercial direction:

Marketing. Evolution. Concepts. business processes.
Needs. Wishes. Lawsuits. Perceived value.
Planning. Guys. Strategic direction.
SWOT analysis. Arrays. Competitive strategies.
Strategic analysis. Strategic business units.
Instruments. Product, pricing, promotion, and distribution policies.
The control panel of the commercial director.
Practical cases).

Market research:

Concept. Process. Main errors. Types of research. data sources.
qualitative techniques. Types of studies. The group.
The interview. Projective techniques.
Quantitative techniques. Statistics. Sampling types. Estimators. Bias.
Statistical tables. Papers. Pseudopurchase.
The survey. Process. Resources. Questionnaire.
Fieldwork. Tabulation. Coding.
Results. Internet.
Practical cases).

Product Policy:

Purchase mobiles. Consumer decision process.
Analysis and classification of products. Perceived value.
competitive forces.
Customer analysis. Classification.
Product quality. The container. The brand. Positioning.
Lifecycle.
Analysis of a product portfolio.
New products. Product's release. Internet.
Practical cases).

Pricing policy:

The Triple Approach, Definition. price band.
General strategies.
The perceived value. Possible errors. Value analysis. Profit concept.
Pricing techniques. Experience curve prices. Prices according to the life cycle.
New products. Prices by product lines.
Differentials. Joint price. Performance management.
Internet.
Practical cases).

Economic-financial management:

Introduction to accounting. Beginning. accounts. Seating. General accounting plan. Valuation criteria.
Financial statements. The balance. Profit and loss accounts. The memory.
Patrimonial, economic, and financial analysis. Equity balance. Average ripening period. Cash Flow. Treasury budget. Value of a company.
Diagnosis. Types of costs. Profitability threshold. Commercial and marketing ratios. Economic and financial returns. Margin of sales.
Rotation or margin trading strategies.
Practical cases).

Promotion policy:

Commercial communication: company image.
The target.
Advertising: campaigns. Goals. Strategies. Promotion and support. Conditions. Design. Unconventional advertising.
Public relations. Direct marketing. merchandising. Criteria. Indexes. Management by DPP. The use of POS.
Advertising media. Marketing. Investment. Investigation. Media planning. Advertising Services.
Ethics in communication. Regulations in force. Internet.
Practical cases).

Sales network:

Characteristics. functions. systems. Optimal template.
Recruitment. Selection. Analysis and description of PT Profiles. interviews.
Training. costs. Remuneration.
Optimal template. Budget. Commissions. Cousins. Profitability threshold. Contribution. Profitability by areas, products, and services.
Assignment by-products, areas, and clients. Preparation of routes.
Supervision. Performance evaluation. Control of the sales network. Internet.
Practical cases).

Motivation and leadership:

Purchase decision process.
Behavior. Main variables. Normal.
The personality. Values. Attitudes. Aptitudes. Motivations. Conducts.
Multivariable models for decision making. Temper. Character.
Motivation in the company. Impulsive and reflective decision processes.
Models: Maslow, Herzberg, McClelland, Vroom, etc. Satisfiers.
Leadership. Status of current theories and models.
Management styles. Charismatic, situational and transformational leadership.
self-assessments
Practical cases).

Distribution Policy:

channels. functions. Structure. Dimensions. Advantages. Drawbacks.
Channel segmentation. design factors. Determinants. Customers. Products. Intermediaries. Around.
Channel planning. Type and number of preliminary intermediaries. Alternatives. Analysis. Assessment. Choice.
Vertical distribution systems. Managed. contractual.
Strategies type. Channel management. Internet.
Practical cases).

The business plan:

Planning. Process. Strategy. Strategy levels. Relationship between strategic commercial planning and marketing plan.
Goals. Management by objectives. functions. Characteristics. Guys.
Methodology for preparing the annual business plan.
Strategic analysis. Main matrices. Preliminary goals by pmt. Competitive strategies. Differentiation. Segmentation. Cost leadership. Positioning.
Implementation.
New products. Resources (economic, human, material).
Economic and commercial information system for management.
Practical cases).

Marketing audit:

The decisions. Management control. Information systems.
The control panel.
Marketing audit. Content. Development. Elements of the commercial director's control panel. standards. Results. Time covered by the chart.
Criteria to analyze the product, channels, customers, environment, strategy, organization, and system.
Warehouses. Sales effectiveness ratios. Quality. Returns.
Practical cases).

Digital marketing:

Online Marketing.
Social Media and Marketing.
Web designs and positioning.
Practical cases).

Formation of work teams:

Groups and teams. differences. Evolution. Common objectives. Synergies. Search for improvements in objectives, methods, and organizational effectiveness
Stake. Reference context. Content selection. Satisfaction.
Creation of work teams. Task enrichment. Methodology.
Techniques for creating work teams. Classes. The content. The process.
The methods: perceptive, acceptance, catalyst, parallel organization, and confrontation.
The Blake, Mouton, and Allen model. Methodology. Diagnosis. Development.
Practical cases).

International marketing:

Applicable international environment. Global economic blocs. Export potential. Triggers. Advantages. Drawbacks.
Necessary resources.
Introduction stages: subsidiaries, licenses, alliances, company.