Universidad Rey Juan Carlos

Curso de Extensión Universitaria en Dirección de Empresas y Marketing

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.

End of course project:

• Strategic business and marketing plan.

External Internship: Extracurricular