MODULE

1

DATE: 13 15 20

Module CASE STUDIES (minimun two):

EVALUATION METHOD

RECOMENDED BIBLIOGRAPHY

Marketing Management. P. Kotler

Marketing. Armstrong & Kotler

Marketing Communication. Chris Fill

Marketing. Baker

La Direccin de Marketing. Enrique Ortega

Marketing and Communication activities have been the core of Mnica Cervantes professional carrier. She has had the chance to develop them as a business professional and

as a professor, since her professional growth has been complemented with teaching activities at Masters and Universities such as the University of London or the University of

Coventry.

Giving classes has always been a vocation, complementary to her work in the business environment, where she has assumed responsibilities and gained experience in

different companies such as multinationals (SITEL, a CRM company), great business groups (SINTEL, an Installation and Maintenance of Telecommunications systems),

companies with government presence (Red Elctrica Telecomunicaciones, REE, Wide Band Carriers Services, ISPs Platforms, ASPs, e-commerce and B2B).

Currently she is Marketing and Communication Manager at the Institute of Directors in Spain, the Spanish Directors association.

Mnica Cervantes Sintas, has a Bachelors Degree on Marketing and Communication at the ESIC University and has an official Degree as Marketing Manager at the UNED

University.

OCTOBER

IESE CODE (if proceed)

60% Case study

30% Exercises solved in class: undestanding of class contents and exercises defence

20% Active participation

NAME

AREA

NAMEOther class exercises

AREA

IESE CODE (if proceed)

IESE CODE (if proceed)

How to face Competition. Microsoft.

Lecturer objectives

NAME

AREA

1.- An introduction to the marketing concept

2.- To understand the different levels of importance that marketing might have in an organization

3.- To analyse the relationships of the Marketing Department in the organization

4.- An introduction to the Marketing Plan

ESERP compulsory objectives:

The modern concept of marketing: customer marketing, marketing value

Strategic Marketing: Strategic thinking: the mission, strategic plan

Corporate strategy, competitive strategy and marketing strategy

Operational Marketing: marketing plan and sales annual

The organization of marketing and business management

Lecture profile (short academic and professional description):

ACADEMIC YEAR 14-15

(PHOTO)

MARKETING AND SALES MANAGEMENT AT THE COMPANY. ORGANIZATION

MASTER IN MARKETING MANAGEMENT