This module will cover the areas of market research, consumer behaviour, formulating/implementing a marketing plan and distribution and commercial network.
The course will help you determine strategies for developing new products and services that are consistent with evolving market needs and also to evaluate the viability of marketing a product or service in a domestic or international market or markets.
You will develop an understanding of how consumer behaviour can be applied to marketing by direct application of (and reference to) consumer behaviour theory in the formulation of a marketing plan.
You will explore the concepts necessary to formulate a marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations and evaluation criteria, and will then look at how to prepare and deliver a written marketing plan persuasively and accurately.
Finally, you will develop an understanding of distribution channels and the commercial networks available, to ensure that the product is in the right place at the right time when consumers want to buy.
● Formulate a marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations and evaluation criteria.
● Determine strategies for developing new products and services that are consistent with evolving market needs.
● Evaluate the viability of marketing a product or service in a domestic or international market or markets.
● Anticipate and project results of marketing activities using criteria related to budgeted sales, costs and profits.
● Prepare and deliver a written marketing plan persuasively and accurately.
● Apply best practice study in theories of distribution and commercial networks to select and evaluate the best approach for a product or service of your choice.
● Demonstrate how knowledge of consumer behaviour can be applied to marketing by direct application of (and reference to) consumer behaviour theory in the formulation of your marketing plan.
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ESEI uses the project-based learning and assessment methodology across all modules taught in our master programs. This means that you will work together in groups to develop projects that require creativity, team work, and problem-solving skills.
The main benefit of Project-Based Learning is that by the time you graduate, you will essentially have a portfolio of work to show which will be directly applicable to what you’ll be doing as a future employee or business owner.
It’s up to the teacher to decide on the format of the project – it can be a case study, a written report, a video, a role-playing activity, a podcast, or any other kind of media that gets your point across. The teachers create the project briefs and oversee the progress that teams are making week after week with regular check-in points.
Final Project – 80%
● 40% GROUP Project submission
● 20% INDIVIDUAL Project submission
● 20% GROUP PRESENTATION of the Project and Q&A
Class Participation- 20%
● 20% of the grade will be based on how students participate/engage in class and with the virtual classroom space.
Gloria Queralt has a degree in International Business from the Montpellier University (France) and a Master in Marketing of Fast Moving Consumer Goods (UPM).
She has a large experience in Marketing for the Editorial Sector, from developing the concept to the final launch of the product, including the communication.
Gloria had also been working for companies in other sectors, EF (Education First) and Holmes Place where she had to apply many different communication strategies adapted to the sector.
Gloria is now teaching at different International Business schools and doing Marketing Consultancy, and trying to transmit all her knowledge and passion for marketing to the students.
