Sample Course Marketing

Marketing General Framework

1. Programme:
Sector: Course developed by Global Skills Network, SL
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 and all participants will have proficiency

at the A2 level. Research will be directed toward how marketing in accomplished in Spain, and

therefore, students should come with an understanding of Spanish or have access to

appropriate translation guides. Alternatively, they may choose to focus their research on

marketing products and services in English. The instructor of this course is a native English

speaker.

Texts: Each module has required reading, available in a downloadable

format at the iPortal E-Learning Platform. Additionally, textbooks are available in the

classroom for students wanting to expand their knowledge base.

Connectivity: The classroom has Internet wireless connections 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 iPortal E-Learning platform through the Internet, 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, with the total number of students as equally divided as possible

into groups for each sector, when conducting market research, stakeholder analysis for the Case Study Project to focus on:

- International Marketing

- Tourism
- Sports
- Government and Public/Private Partnerships

- 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 three 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 theTrieste Comtemporaneamarketing competition as an entry from the

National School of Finance and Business.

7. Cultural Programme

We will be visiting Montserratas 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.