Module Description
Marketing General Framework
1. Programme:
Sector: Marketing, Course developed by Global Skills Network, scp.
Duration: Four weeks
Dress Code: Casual for classroom activity; Business dress code for
professional visits. Please read the Barcelona Summer Clothing Guide
in order to dress appropriately for the project.
Language: Instruction will take place in English. Research
will be directed toward how marketing in accomplished in Spain, and
therefore, students should come with an understanding of Spanish.
Alternatively, they may choose to focus their research on marketing
products and services in English
Texts: Each module has required reading, available in a downloadable
format. Additionally, textbooks are available in the classroom for students
wanting to expand their knowledge base.
Connectivity: The classroom has Internet wifi available. Students are
asked to bring their own laptops.
2. Course Description
Global SKills Network's Marketing Course provides exposure to situations students will likely
encounter professionally. It establishes a forum where students apply and refine skills that
can be applied to a work environment in the field of marketing. The course offers a general
framework and key concepts and terms of marketing. Material for the course are accessed
from the www.erasmusactions.org website, and students will be required to come to class
prepared to discuss the day’s content focus. Communication will take place via Google for
access to Google Docs and emails from NSFB Barcelona <nsfbmarketing2016@gmail.com>.
Therefore, all students will be required to create a Gmail account.
While class hours are from 10h00 to 13h00 and from 15h00 to 18h00, there will be times during
the project period when the group will be conducting market research or participating in
professional visits that take place outside the classroom. The instructor will be in class prior
to the start of the day's activities in the event students need help with their projects,
3. Course Goals
This course is designed to provide a forum where students apply theories, principles, and skills learned
in classroom settings complemented with market research, professional site visits and participation in
product design competition. Students will participate in dialogue around the kinds of situations they
may encounter in professional practice. Upon completion of the course,students will have successfully
completed an electronic portfolio.
4. Course Overview
The underlying premise of this course is that successful professional practice requires an integration
of theories and skills in the application of strategies and decisions. This course is structured around
applicable case studies and market research.
Student performance is evaluated by reference to the following criteria:
* Development of a concise, professional, and clearly documented electronic portfolio they will be
able to utilize in future career, employment, internship, and volunteer searches;
* Skill in identifying relevant information of presented situations requiring marketing activities,
devising strategies for addressing these situations, and assessing the likely consequences of proposed
strategies and decisions;
* Skill in analyzing and evaluating market research in the fields identified for the course;
* Participation in design contests for real-world customers
* Professional visits to enterprises engaged in marketing, market research and design.
5. Course Modules
Marketing 101 - Marketing consists of all the activities that contribute to building ongoing, profitable relationships with
customers to grow a business or organization. It includes processes of creating, distributing, promoting and pricing
goods, services and ideas to facilitate satisfying customers and developing/maintaining favorable relationships with
stakeholders. The traditional goal of marketing is to bring about healthy sales through advertising, brand development
and other activities. A more long-term goal is to become increasingly useful or valuable to a growing number of
customers so as to ensure future success. Watch both short-term sales and long-term development of value to make
an organization a growing success.
The Marketing Professional – Laying the groundwork for students to refine skills to seek employment
in the field of marketing. Coursework includes
* Developing an electronic portfolio
* How to refine market skills in a job search – selling skills that will benefit an employer with an updated resume
* Participating in social media platforms
* Europass and Resumes
An electronic portfolio (e-portfolio) demonstrates a person’s understanding and competency in the field of marketing
when viewed by a potential employer. Students will create an electronic portfolio during the course that will become a
permanent tool in their repertoire of resources for their job search in the field of marketing. Participants will identify a
field or subsection of marketing they wish to pursue upon graduating from the National School of Finance and Business,
determined during the first week of the course. Individual projects will be centered in that field so that
Sectors of Focus– We have selected five sectors from which we will be developing case studies for the students to
conduct market research; they will also indicate their preference of one of the five sectors in which they can focus their
creative work contained in the electronic portfolio. Those sectors are:
* Sports: Preparing future sports marketers; sports meets marketing and understanding the environment; segmenting
audiences for sports; planning, creating and telling the brand story; leveraging sports brands through sponsorship-linked
marketing.
* International Marketing: How culture and language are evolving in the environment of new communication
technologies, innovations in carbon fuel reductions including alternative energy and their marketing needs, international
marketing channels and developing products and services for consumers and for business, the country notebook – case
studies on products, merchandise and services.
*Tourism: Subsectors include attractions and themed venues; hospitality, exotic and luxury vacation market;
ecotourism; railroad and bus transits; MICE (meetings, incentives, conferences and exhibitions) and various forms of
business tourism related to groups of business individuals;
* Public Sector and/or Governments: City marketing (related to city branding) in promoting a city in order to
encourage tourism, attract inward migration of residents, or enable business relocation; patrimonial heritage; the role
of the public sector in tourism development.
* Agriculture and Food/Wine Products: From farm to table marketing; cultural heritage festival marketing;
preparing for a career in food marketing; food producers need to understand the changing nature of the marketing
system which will influence sales, price and income; consumer marketing.
Students will work in teams throughout the course, two students to each sector, when conducting market research,
stakeholder analysis for the Bulgarian Case Study Project:
- Simona and Mila will be focusing on International Marketing
- Svetlana and Zara will be focusing on Tourism
- Kalina and Petar will be focusing on Sports
- Zhaneta and Diana wil be focusing on Government
- Mihaela and Georgia will be focusing on Agriculture and Food Products
Teams will concentrate their market research on one entity from one of the five sectors (any sports team except Barça, any sector
requiring international marketing activity, tourism, the public sector, or agriculture) to undertake a market research project.
Students will examine different components of a marketing plan, including analyzing a real-world example.
Professional visits will be organized from two of the five sectors. These visits are organized to give the students a view of enterprises
that work in marketing or entities that engage in marketing activities
6. Product Design Competition
We have several real-world projects from actual clients that require marketing material, and the students will be able
to choose one or all to submit their design and add content to their e-portfolios.
The class project will be a submission to the Trieste Comtemporanea marketing competition as an entry from the
National School of Finance and Business.
7. Cultural Programme
We will be visiting Montserrat as the cultural component of the project.
Please take time to review the Hybrid Handbook, available from the download column, as well as the Summer Clothing
Guide in order to dress appropriately. The Guide to Barcelona will help prepare you for a journey of exploration of a
magnificient city that awaits you! Review the LOGISTICS page for more details about local transportation and a recap
of daily activities.
REMEMBER - Bring your laptop.
There will be wifi in the classroom.
Downloads
Global Skills Network COURSEWORK
Marketing
Hotel Travessera
Address: Travessera de Dalt 121-123, 08024, Barcelona
Tel: +34 93 213 24 54
Fax: +34 93 213 27 12
Website:
http://www.h-travessera.com/en/
Erasmus Plus Contract 2015-1-BG01-KA102-013853
Project “Development of Marketing Skills in an International Environment”,
National School of Finance and Business, Sofia, Bulgaria
modules
Communication throughout the course will be through Google.
Therefore, it is required that all participants create a Gmail account.
All correspondence will come from NSFB Barcelona <nsfbmarketing2016@gmail.com>, so please adjust your settings so
that these emails are not sent to trash or spam folders.
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