Guia docente 2023_24 Facultade de Dirección e Xestión Pública

Grado en Dirección y Gestión Pública

Public Sector Advertising and Institutional Social Responsibility

Contents

Topic	Sub-topic
Subject 1.- INTRODUCTION, CONCEPTS And CONTENTS BASICOS OF THE MARKETING PUBLISH	1.1. The concept of marketing, the sua 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
Subject 5.- The MARKETING MIX OF THE SECTOR PUBLISH And OF The COMPANIES WITHOUT ENCOURAGE OF LUCRE	5.1 The product in the public sector 5.2 The price in the public sector 5.3 The acercamento *psychological 5.4 The distribution in the public sector