Marketing and Design

Base Knowledge

N/A

Teaching Methodologies

The course contents will be developed by combining lectures with practical sessions and the resolution of exercises or analysis and discussion of cases.

The continuous evaluation includes a group work (40%), an individual work (10%) and an individual test (40%). The participation and the achievement of activities in classes will also have a weighting of 10%

Learning Results

Intended learning outcomes (knowledge, skills and competencies to be developed by students) In this curricular unit we expect that students understand:
1) the marketing definition.
2) the relationship between marketing and design.
3) the importance of marketing environment and consumer behaviour to develop design proposals.
4) how to develop a marketing strategy

Program

CHAPTER I: Principles of marketing
1. What is marketing
2. Marketing process
3. Marketing orientations
4. Marketing environment and the digital era
CHAPTER II: The relationship between marketing and design
1- The relationship between marketing and design, differents aproaches and cultures
2- The combination between marketing and design
3- Graphic design, product design and communication design
CHAPTER III: Consumer markets and buyer behavior
1- Model of consumer behavior and buyer decisions behavior
2- Consumer information and marketing information system
3- 21st consumer behaviour: from hyperconsumption to responsible ,sustainable consumer and the relation with design
CHAPTER III: Marketing strategy
1 -The Needs assessment and segmentation analysis
2- The competitive analysis
3 – Differentiation and positioning strategies
4 – Strategic marketing decisions, choices,
5 – Product
6- Brand
7- Price
8- Communication
9- Place

Grading Methods

Continuing Evaluation
  • - Attendance and Participation - 10.0%
  • - Individual and/or Group Work - 50.0%
  • - Frequency - 40.0%

Internship(s)

NAO

Bibliography

Beverland, M. & Farrelly, F. (2011). Designers and marketeers: towards a shared understanding.Design Management Review.
Gowerek et al. (2016). The relation between design and marketing in the fashion industry. Journal of fashion marketing and management. Vol. 20.
Kotler, P. & Keller, K. (2016). Marketing Management. Pearson.
Svengren L. & Johanson, U. (2005). Marketing and design: Rivals or partners?”. Design Management Review.