Guia docente 2021_22 Facultad de Ciencias Sociales y de la Comunicación

Grado en Dirección y Gestión Pública

Marketing in the public and non-profit sector

Contents

Topic	Sub-topic
Subject 1.- INTRODUCTION, CONCEPTS And BASIC CONTENTS OF THE MARKETING PUBLISH	1.1. The concept of marketing, his evolution and content. 1.2. The marketing and the public management 1.3. Different Orientations in the Direction of Organisations. Characteristics of the Orientation to the Market 1.4. The value and the satisfaction of the consumer. 1.5. The marketing of Relacions ¿A new Paradigm?. 1.6. The System of Information of Marketing 1.7. The process of investigation of the public market
Subject 2.- The STRATEGIC PLANNING OF THE *PUBLIC MARKETING	2.1. The Strategic Planning in the public Organisations and without encourage of lucre 2.2. The Strategic Plan. 2.4. The Marketing and the public Strategic Planning 2.5. The Plan of *public Marketing
Subject 3.- The *SURROUNDINGS And The PUBLIC MARKET.	3.1. The concept of market. 3.2. Typology of the public markets 3.3. The delimitation of the market of the public and non-profit organisations. 3.4. The microentorno and the macroentorno of the *public marketing.
Subject 4.- The BEHAVIOUR OF THE PUBLIC CONSUMER	4.1. The behaviour of the consumer: his importance for the marketing. 4.2. The process of decision of purchase and his typology. 4.3. Internal and external determinants of the behaviour of purchase. 4.4. Models that explain the behaviour of the consumer.
Subject 5.- The MARKETING MIX OF THE SECTOR PUBLISH And OF The COMPANIES WITHOUT ENCOURAGE OF LUCRE	6.1 The product in the public sector 6.2 The price in the sectotor public 6.3 The acercamento psychological 6.4 The distribution in the public sector