Marketing

The course program aims to offer students an overview of Marketing so that they acquire a set of basic introductory notions. Specifically, the main objective is that the students who attend this course get to know and understand the following aspects:

- Basic concepts of marketing and its environment that determines its management.

- Knowledge of the market, identification, and evaluation of the segments.

- Analysis of the marketing-mix program of the company.

- Differential aspects of marketing management in different action areas.

LESSON 1: MARKETING IN BUSINESS

LESSON 2: STRATEGIC PLANNING AND MARKETING PROCESS

LESSON 3: COLLECTION OF INFORMATION AND ANALYSIS OF THE MARKETING ENVIRONMENT

LESSON 4: CONSUMER ANALYSIS

LESSON 5: ANALYSIS OF MARKET ATTRACTIVENESS

LESSON 6: MARKETING-MIX: PRODUCT, PRICE, PROMOTION AND PLACE

BASIC

- Armstrong,G., Kotler,P., Merino, M. J., Pintado, M. T., & Juan, J. M. (2011). "Introducción al marketing (3ª ed.)". Ed. Pearson.

- Santesmases, M., Merino, M. J., Sanchez, J., & Pintado, T. (2009). "Fundamentos de Marketing". Ed. Pirámide.


COMPLEMENTARY

- Jobber, D., & Fahy, J. (2007). "Fundamentos de Marketing". Ed. Mc Graw Hill.

- Munuera,J. L., & Rodriguez, A. I. (2012). "Estrategias demarketing (2ª ed.)". Ed. Esic.

Formative aims of the course:
- To know and understand business from a marketing management point of view.
- To describe the most important variables related to marketing management.
- To know and understand the basic functions of the marketing management process.
- To use techniques and take decisions in the context of marketing.

Generic competences of the degree to which this course contributes:

Knowledge:
The course contributes to the knowledge of the theoretical foundations of the decision making and the models and techniques of representation of the economic reality for the commercial management of the companies.

Abilities or skills:
The course contributes to improving the ability to integrate into business management and to issue advice on specific situations of commercial business management.

Transversal competences:

In addition to these specific skills and knowledge, the course contributes to the development of a series of transversal competences:

Instrumentals
- Analysis and synthesis
- Organization and planning
- Oral and written communication
- Information management
- Problem solving
- Decision making
- Critical thinking
- Autonomy in Learning

Interpersonal:
- Teamwork
- Interpersonal skills
- Ethical sense
- Adaptation to the environment and change
- Knowledge of other cultures and customs and work in an international context
- Sensitivity to social and environmental problems
- Negotiation and conflict management

The lectures will be taught in person according to the schedule programmed by the center. The classroom sessions dedicated to lectures will have the objective of introducing the student to the contents of the topics that make up the program. The computer and the projector will be used as the main supports of the matter, projecting transparencies and different material that serves as a guide to the explanations made. The professor will make the necessary material available to the students in the Virtual Campus of the subject.

The interactive sessions will be taught in person according to the schedule programmed by the center. In these face-to-face classes the students will try to apply the theoretical concepts. For this, practical business cases will be analyzed, readings of texts and articles will be discussed / debated, as well as other issues raised by the teaching staff, with group activities taking on special importance. It will also be possible to propose the realization of works to be exposed in class.
The tutorials to consult doubts will be face-to-face, with some being able to be carried out virtually through the different tools and platforms authorized by the USC.

1st Opportunity:

1) Written Exam: 60% of the qualification. The content test will be face-to-face and will include the entire program and the material exposed in the classes.

2) Activities in the interactive sessions: Resolution and participation in the analysis of cases, debate of readings, presentation of papers and other activities related to the classes: 40% of the grade. Partial content tests may also be scheduled. These activities will be part of the continuous evaluation of the students. The list of the different assessable activities throughout the course, their weighting, and how they will be monitored will be indicated in the teaching guide of the subject that will be published in the virtual classroom at the beginning of the course.

To add the score of the interactive sessions, it will be a necessary condition that the student reaches a minimum grade of 2.5 points out of 6 in the final content test. In the final qualification, the sum of both scores must be equal to or greater than 5 to pass the subject.

This assessment will be applied in the two ordinary calls (June and July) in such a way that the score obtained in the continuous evaluation (40%) will be maintained for the July call. Students who do not obtain any score related to the activities carried out in the classes will only be able to obtain a maximum of 6 points in this call, having to obtain a grade of 5 out of 6 points to pass the subject.

2nd Opportunity:

The assessment will be based on an Exam which will include two parts: a theoretical part and a practical one. Students who have participated in classes and, therefore, have been evaluated from this part may ask the teacher not to perform the practical part of the exam.


Students who were granted class attendance dispensation according to instruction No. 1/2017 of the General Secretariat of the USC will be evaluated by means of a final face-to-face test that will represent 100% of the grade to be obtained by the student / to. Students in this situation should contact the coordinator of the subject.

In cases of fraudulent performance of exercises or tests, the provisions of the "Regulations for the assessment of academic performance for two students and for the review of grades" shall apply.

Overall, the study time the student must devote to the preparation of the material on its own is 90 hours.

- Interest in the subject.

- Attendance to all the activities of the subject: theoretical classes, seminars and practical sessions.

- Consultation and handling of the recommended bibliography and use of on-line links of interest.

- Use of tutoring hours whenever students consider it appropriate.

Teaching will be taught in Spanish