Educational guide 2024_25 Facultade de Dirección e Xestión Pública

Contents

Topic	Sub-topic
Subject 1.- INTRODUCTION, CONCEPTS AND BASIC CONTENTS OF MARKETING	1.1. Marketing, Its evolution and inside. 1.2. Marketing and public management. 1.3. Different Orientations in the Direction of Organisations. Characteristics of the Orientation to the market. 1.4. Value and satisfaction of the consumer. 1.5. Relations marketing: A new Paradigm? 1.6. The System of Information of Marketing. 1.7. The process of investigation of the market.
Subject 2.- STRATEGIC MARKETING PLANNING IN THE PUBLIC SPACE	2.1. Strategic Planning in public and non-profit organizations. 2.2. The Strategic Plan. 2.4. Marketing and Strategic Planning. 2.5. The Marketing Plan.
Subject 3.- THE ENVIRONMENT AND THE MARKET IN THE PUBLIC FIELD	3.1. The concept of market 3.2. Typology of the bought. 3.3. The delimitation of the bought of the public organisations and without spirit of lucre. 3.4. The microentorno and the macroentorno of the *marketing.
Subject 4.- CONSUMER/USER BEHAVIOR	4.1. Consumer behavior: its importance for marketing. 4.2. The purchase decision process and its typology. 4.3. Internal and external determinants of behavior.
Subject 5.- THE MARKETING MIX OF THE PUBLIC SECTOR AND NON-PROFIT COMPANIES	5.1. The product in the public sector. 5.2. The price in the public sector. 5.3. The psychological approach. 5.4. Distribution in the public sector.