Sílabo 2019 01 Introducción Al Marketing (2256) W

 

BKS^B^X^D NH HNXCGCBÓK SX]HQBDQ ]QBZGND CBAHQ^HC NBQHCCBÓK GCGNÂ@BCG CGQQHQGS ]QDJHSBDKGFHS

CBAHQ^HC ZBSBÓK< Sho`hktgcbók nh `hrcgnds (7ir thdràg – 3ir vbrtugfhs)   vbrtugfhs) >.7. Jgctdrhs y crbthrbds pgrg fg sho`hktgcbók, shfhccbók y pdsbcbdkg`bhktd nhf `hrcgnd >.1. Sho`hktd nh `hrcgnd >.3. Sho`hktgcbók nh `hrcgnd nh cdksu`d

BHS ]rbvgnd CBAHQ^HC

1

 

>.>. Shfhccbók nh `hrcgnd `htg >.8. Zhktglgs y nhsvhktglgs nh fg sho`hktgcbók. >.:. Cdknbcbdkhs nh ukg auhkg sho`hktgcbók >.?. Hstrgthobg pgrg fg Sho`hktgcbók

XKBNGN 3. Cd`pdrtg`bhktd nhf Cdksu`bndr

Nurgcbók< =9 idrgs

Fdord nh fg Xkbngn nh Gprhknbzglh Gf jbkgf nh fg ukbngn, hf gfu`kd gpfbcg uk pfgk açsbcd nh bkvhstbogcbók nh gcuhrnd g fg sbtugcbók cd`hrcbgf nh uk abhk/shrvbcbd, thkbhknd hk cuhktg hf prdchsd nh sho`hktgcbók. Gsb`bs`d, hf gfu`kd gkgfbzgrç fds rgsods nh fg psbcdfdoàg nhf cdksu`bndr hk hf prdchsd nh cd`prg.

Cgpgcbngnhs 3.7. Gkgfbzg h bkthrprhtg hf sbsth`g nh bkjdr`gcbók nh `grehtbko nh fg h`prhsg kgcbdkgf g pgrtbr nh cgsds prçctbcds. 3.1. Bnhktbjbcg hf `dnhfd nh cdknuctg nhf cdksu`bndr fdcgf hk sbtugcbdkhs prçctbcgs.

Cdkdcb`bhktds ^h`g 8< Gn`bkbstrgcbók nh fg bkjdr`gcbók (7ir thdràg – 3ir vbrtugfhs)  vbrtugfhs)  8.7. Sbsth`g nh bkjdr`gcbók nh `grehtbko 8.1. Ngtds bkthrkds 8.3. Bkthfbohkcbg nh `grehtbko d cd`hrcbgf 8.>. Bkvhstbogcbók nh @hrcgnds. Cdkchptds. 8.8. Xsds nh fg Bkvhstbogcbók nh @hrcgnds ^h`g :< Cd`pdrtg`bhktd nhf cdksu`bndr (7ir thdràg – 3ir vbrtugfhs)  vbrtugfhs)  :.7. @hrcgnds nh cdksu`bndrhs y cd`pdrtg`bhktd nh cd`prg nhf cdksu`bndr :.1. @dnhfd nh cdknuctg nhf cdksu`bndr :.3. Cgrgcthràstbcgs quh gjhctgk gf cdksu`bndr jbkgf :.>. Hf prdchsd nh nhcbsbók nhf cd`prgndr :.8. Fds Bksboits nhf Cdksu`bndr, ‖Hf @hrcgnd, hf Cdksu`bndr y su Cd`pdrtg`bhktd‐ :.:. ]dsbcbdkg`bhktd

XKBNGN >. Fg @hzcfg nh @grehtbko

Nurgcbók< 7: idrgs

Fdord nh fg Xkbngn nh Gprhknbzglh Gf jbkgf nh fg ukbngn, hf gfu`kd gpfbcg, hk su trgagld bkthorgndr, hf prdchsd nh crhgcbók, nhsgrrdffd y fgkzg`bhktd nh uk prdnuctd kuhvd, gsà cd`d cgng ukg nh fgs sboubhkths vgrbgafhs< hstrgthobg nh prdnuctd, su cbcfd nh vbng, cfgsbjbcgcbók y kbvhf nhf prdnuctd, hstrgthobgs nh jblgcbók nh prhcbds y fds cgkgfhs nh nbstrbaucbók quh usg fg h`prhsg pgrg hf prdnuctd hscdobnd.

Cgpgcbngnhs >.7. Bnhktbjbcg fds kbvhfhs nh prdnuctds agsgnd hk hf `grehtbko gctugf hk cgsds prçctbcds. >.1. ]rdpdkh kuhvds prdnuctds td`gknd hk cuhktg fg jbfdsdjàg nhf `grehtbko gctugf. >.3. ]rdpdkh prhcbds pgrg uk prdnuctd fdcgf nhthr`bkgnd thkbhknd hk cuhktg fds hkjdquhs vhrtbnds. vhrtbnd s.

BHS ]rbvgnd CBAHQ^HC

Cdkdcb`bhktds ^h`g ?< ]rdnuctd (7ir thdràg – 3ir vbrtugfhs)  vbrtugfhs)  ?.7. ]rdnuctds ?.1. Kbvhfhs nh prdnuctds ?.3. Cbcfd nh vbng nhf prdnuctd ?.>. Cfgsbjbcgcbdkhs nh prdnuctds ?.8. Nhcbsbdkhs bknbvbnugfhs nh prdnuctd ?.:. @grehtbko 7.= pgrg prdnuctds / shrvbcbds ?.? @grehtbko 1.= pgrg prdnuctds / shrvbcbds ?.9 @grehtbko 3.= pgrg prdnuctds / shrvbcbds 3

 

>.>. Bnhktbjbcg y prdpdkh kuhvds cgkgfhs nh nbstrbaucbók g uk prdnuctd kgcbdkgf.

?.:. Jukng`hktds nh argknbko ?.?. ]hrsdkgf Argknbko ?.9. @grehtbko nh shrvbcbds ^h`g 9< Nhsgrrdffd nh kuhvds prdnuctds (7ir thdràg – 3ir vbrtugfhs)  vbrtugfhs)  9.7. Nhsgrrdffd nh Kuhvds ]rdnuctds ^h`g 2< ]rhcbd (7ir thdràg – 3ir vbrtugfhs)  vbrtugfhs)  2.7 Nhcbsbdkhs nh jblgcbók nh prhcbds pr hcbds 2.1. Jgctdrhs g cdksbnhrgr gf jblgr prhcbds 2.3. Hkjdquhs ohkhrgfhs pgrg fg jblgcbók nh prhcbds ^h`g 7=< Cgkgfhs nh nbstrbaucbók (7ir thdràg – 3ir vbrtugfhs)   vbrtugfhs) 7=.7. @grehtbko rhtgbf 7=.1. Fg kgturgfhzg nh fds cgkgfhs nh nbstrbaucbók 7=.3. Cgkgfhs nh nbstrbaucbók 7=.>. Ahkhjbcbds nh fds cgkgfhs nh nbstrbaucbók 7=.8. Jukcbdkhs nh fds cgkgfhs nh nbstrbaucbók 7=.:. Htgpgs nh fds cgkgfhs nh nbstrbaucbók 7=.?. ^bpds nh nbstrbaucbók

XKBNGN 8. Cd`ukbcgcbdkhs Bkthorgngs hk @grehtbko

Nurgcbók< 1= idrgs

Fdord nh fg Xkbngn nh Gprhknbzglh Gf jbkgf nh fg ukbngn, hf gfu`kd gpfbcg gpfb cg fgs prbkcbpgfhs ihrrg`bhktgs nh fg Cd`ukbcgcb Cd`ukbcgcbók ók hk hf @grehtbko, y su hvdfucbók thckdfóobcg, pgrg fg ohstbók nh fg cd`hrcbgfbzgcbók nh abhkhs y shrvbcbds.

Cgpgcbngnhs 8.7. Qhngctg kuhvgs `hzcfgs nh cd`ukbcgcbdkhs nh `grehtbko hk ukg cg`pg÷g puafbcbtgrbg pgrg uk prdnuctd. 8.1. Bnhktbjbcg y prdpdkh kuhvgs thknhkcbgs nh `grehtbko nbrhctd g su prdpuhstg nh prdyhctd jbkgf. 8.3. Bnhktbjbcg y prdpdkh hstrgthobgs nh sdcbgf `hnbg g su prdyhctd jbkgf. 8.>. Xtbfbzg fgs ihrrg`bhktgs nh wha 1.= hk fgs prdpuhstgs nh su prdyhctd jbkgf.

Cdkdcb`bhktds ^h`g 77< @hzcfg nh cd`ukbcgcbdkhs nh `grehtbko B (7ir thdràg – 3ir vbrtugfhs)  vbrtugfhs)   77.7. @hzcfg nh cd`ukbcgcbdkhs nh `grehtbko 77.1 Cd`ukbcgcbdkhs Bkthorgngs gf `grehtbko 77.3. Cd`ukbcgcbók ]uafbcbtgrbg 77.>. Cd`ukbcgcbók Orgjbcg 77.8. ]uafbcbngn 77.:. ]rd`dcbók nh vhktgs 77.>. Qhfgcbdkhs püafbcgs ^h`g 71< @hzcfg nh cd`ukbcgcbdkhs nh `grehtbko BB (7ir thdràg – 3ir vbrtugfhs)  vbrtugfhs)  71.7. Zhktgs phrsdkgfhs 71.1. @grehtbko nbrhctd 71.3. Xkg vbsbók nhf @grehtbko `óvbf ^h`g73< @grehtbko hk fg _ha 1.= (7ir thdràg – 3ir vbrtugfhs)   vbrtugfhs) 73.7. Fg wha 1.= 73.1. Hf sdcbgf `hnbg 73.3. Hstrgthobg nh `grehtbko hk fg wha 1.= ^h`g 7>< Hf Cd`hrcbd Hfhctrókbcd (7ir thdràg – 3ir vbrtugfhs)   vbrtugfhs)

BHS ]rbvgnd CBAHQ^HC

>

 

7>.7 Nhjbkbcbók y Ahkhjbcbds pgrg qubhkhs cd`prgk 7>.1. Ahkhjbcbds pgrg qubhkhs vhknhk 73.:. Çrhgs nhf cd`hrcbd hfhctrókbcd 73.?. Qhgfbzgcbók nhf cd`hrcbd hfhctrókbcd ^h`g 78< Susthktgcbók nh ]rdyhctds (7ir thdràg – 3ir vbrtugfhs) 78.7 Susthktgcbók nh ]rdyhctds

ZB. HZGFXGCBÓK Jór`ufg nhf Cursd< ]J 0 7=% ]QD@(H^,1,=) + 1=% (H]7) + 1=% (GZ7) + 8% (KG7) + 7=% (G]7) + 78% (S]7) + 1=% (HJ7) Ndknh< ]J H^

0 0

]rd`hnbd Jbkgf Hvgfugcbók ^hórbcg

H] HZ KG G] S] HJ

0 0 0 0 0 0

Hvgfugcbók ]grcbgf nh ^hdràg Hvgfugcbók Zbrtugf Hvgfugcbók Gctbtunbkgf Gvgkch nh ]rdyhctd Susthktgcbók nh ]rdyhctd Hvgfugcbók Jbkgf nh ^hdràg

Hvgfugcbók ^hórbcg< Bknbcgnd hk fgs ukbngnhs nh gprhknbzglh rhsphctbvgs Hxg`hk Jbkgf nh ^hdràg< G trgvâs nh fg sdfucbók nh uk cgsd prçctbcd hf gfu`kd sh÷gfg y hxpfbcg fgs juhrzgs nhf `bcrd hktdrkd y `gcrd hktdrkd, jbfdsdjàg nhf `grehtbko, tbpds nh`gkng, y fds jgctdrhs quh bkjfuyhk hk fg cdknuctg nh cd`prg nh cdksu`bndr, fds cugfhs sdk khchsgrbds hk tdng gctbvbngn h`prhsgrbgf. Hxg`hk Sustbtutdrbd nh ^hdràg< G trgvâs nh fg sdfucbók nh uk cgsd prçctbcd hf gfu`kd gpfbcgrç tdnds fds cdkdcb`bhktds rhvbsgnds g fd fgrod nhf cursd y quh bkjfuyhk hk fg cdknuctg nh cd`prg nh cdksu`bndr, fds cugfhs sdk khchsgrbds hk tdng gctbvbngn gc tbvbngn h`prhsgrbgf.

^B]D NH HZGFXGCBÓK H^7 H]7 G]7 H^1 KG7 / GZ7 S]7 HJ7

BHS ]rbvgnd CBAHQ^HC

SH@GKG W7 =8 =9 7= 71 7> 7> 7:

SH@GKG W1 =: =9 =2 73 7> 78 7:

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Cdksbnhrgcbdkhs< -  Fg kdtg `àkb`g gprdagtdrbg hs 73. -  Hf cursd SÀ cdksbnhrg fg rhknbcbók nh uk Hxg`hk Sustbtutdrbd, quh rhh`pfgzg ukg hvgfugcbók, g hxchpcbók nh fg hvgfugcbók gctbtunbkgf, gvgkch d susthktgcbók nh prdyhctd d hvgfugcbók vbrtugf. ZBB. ABAFBDOQGJÀG Abafbdorgjàg Açsbcg ED^FHQ, ]ibfbp, GQ@S^QDKO, Ogry. 1==? @grehtbko< vhrsbók pgrg Fgtbkdg`ârbcg. 77g hn. Kgucgfpgk nh Luçrhz, @âxbcd< ]hgrsdk. (:89.9 ED^F/Z)

S^GK^DK, _bffbg` L, _GFEHQ, Aruch L. 1==? Jukng`hktds nh @grehtbko. 7>g hn. @âxbcd, N .J.< @cOrgw-Ibff. (:89.9 S^GK/J 1==?)

Abafbdorgjàg Cd`pfh`hktgrbg ED^FHQ, ]IBFB] 1==8 Fgs prhouktgs `çs jrhcuhkths sdarh `grehtbko. Adodtç< Kdr`g. (:89.9 ED^F/])

@GQ^BKH\ SÇKCIH\, Lugk 1=7= @grehtbko. Jbr`gs ]rhss ittp