ECTS credits ECTS credits: 6
ECTS Hours Rules/Memories Hours of tutorials: 1 Expository Class: 24 Interactive Classroom: 26 Total: 51
Use languages Spanish, Galician
Type: Ordinary Degree Subject RD 1393/2007 - 822/2021
Departments: Organisation of Companies and Commercialisation
Areas: Marketing and Market Research
Center Faculty of Economics and Business Studies
Call: Second Semester
Teaching: With teaching
Enrolment: Enrollable | 1st year (Yes)
The proposed program tries to get students to acquire a set of introductory and general notions about marketing. Specifically, the objectives pursued can be summarized in the following points:
- Basic marketing concepts
- Content of the marketing plan
- Knowledge of the market and competition
- Identification and evaluation of segments and consumer behavior
UNIT 1: THE MARKETING IN THE COMPANY
UNIT 2: STRATEGIC MARKETING PLANNING
UNIT 3: MARKET AND COMPETITION ANALYSIS
UNIT 4: CONSUMER BEHAVIOR OFFLINE AND ONLINE
UNIT 5: MARKET SEGMENTATION
UNIT 6: DIFFERENTIATION AND POSITIONING
BASIC:
- Kotler, P.; Armstrong, G. Amador, M.L.; Pineda, L.E (2017). Fundamentos de marketing, 13e, Pearson (e-book)
- Santesmases Mestre, M.; Merino M.J.; Sánchez, J.: Pintado T. (2018). Fundamentos de marketing, 2ª ed. Pirámide (e-book)
COMPLEMENTARY:
- Armstrong, G.; Kotler, P. Merino, M.J.; Pintado, T.; Juan, J.M. (2011). Introducción al marketing, 3ª ed. Pearson.
- González, E. Alén, L. (Cood.) (2005). Casos de dirección de marketing, Ed. Pearson.
- Jobber, D.; Fahy, J. (2007). Fundamentos de marketing. Mc Graw Hill.
- Kerin R.A. (2018). Marketing. 13ª ed. Mc Graw Hill (e-book)
- Kotler, P.; Setiwan, I.; Kartajaya, H.; Palma, F. (2019). Marketing 4.0 Ed. LID
- Munuera, J.L.; Rodríguez A.I. (2012). Estrategias de marketing: un enfoque basado en el proceso de dirección". Ed. ESIC.
- Paz, I. (2022). Marketing estratégico o estrategias de marketing. Ed. Delta
- Rodríguez-Ardura, I. (2020). Marketing digital y comercio electrónico. Ed. Piramide
- Santesmases, M. (2012). “Marketing. Conceptos y estrategias”. 4ª ed. Ed. Pirámide. (e-book)
- Solomon, M.; Pineda L. (2017). “Comportamiento del Consumidor” 11e. Ed. Pearson.
- Villanueva J.; Del Toro, J.M. (2020). Marketing estratégico. Ed. IESE
RESULTS OF LEARNING PROCESS
C12. Understand the nature, the environment of exchange relationships, the strategy, and the marketing operations of the company.
HD2. Communicate orally and/or in writing effectively, with precision and clarity, in order to convey knowledge, methodologies, data, results, difficulties, and solutions.
HD3. Work in a team, collaborating synergistically.
CP4. Develop the strategic analysis of the company and/or its environment to make decisions in the business field.
The theoretical classes will be taught in person according to the schedule programmed by the center. The computer and the projector cannon will be used as main supports of the subject, 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 on the Virtual Campus.
The interactive sessions will be taught in person according to the schedule programmed by the center. In these face-to-face classes, students will try to apply the theoretical concepts. For this, practical business cases will be analyzed, readings of texts and articles will be commented/debated, as well as other issues presented by the professor, with group activities taking on special importance. the professor can also propose elaboración of complementary work related to the subject.
The tutorials for querying doubts will be face-to-face, and some may be carried out virtually through the different tools and platforms authorized by the USC.
STUDENTS WITHOUT ATTENDANCE DISPENSATION:
Attendance in class is regulated by the Attendance Regulation for undergraduate and master's education.
1) Final test on content: 60% of the grade. 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 works 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.
To add the score of the content test and the interactive sessions, it will be a necessary condition that the student reaches a minimum grade of 3 points out of 6 in the final content test. In the final grade the sum of both scores must be equal to or greater than 5 to pass the subject. When the student does not reach the minimum score necessary to pass the final exam, they will be graded with the grade obtained solely for participation in the interactive sessions.
This assessment will be applied in June and July. The score obtained in the continuous evaluation (40%) will be maintained in July. The students those who do not obtain any score linked to the activities carried out in the classes will only be able to obtain a maximum of 6 points, having to obtain a grade of 5 out of 6 points to pass the subject.
Learning assessment:
Continuous evaluation: C12, HD2, HD3 y CP4
Final test: C12, HD2 y CP4
STUDENTS WITH ATTENDANCE DISPENSATION:
The students who were granted an exemption from attendance regulated by the Attendance Regulations for undergraduate and master's studies will be evaluated with a specific test (100%). Exemption from attendance must be authorized in advance by the university. Students in this situation should contact the subject coordinator.
According to the current Permanence Regulations at USC for undergraduate and master's studies (art. 5.2), participation in any of the activities subject to evaluation will mean that the final grade of the student will be different from not presented.
In cases of fraudulent performance of exercises or tests, the provisions of the “Regulations for evaluating student academic performance and reviewing grades” will apply.
It is advisable to complement the classes with the help of the textbooks recommended in the program as well as with the preparation of the proposed works. The classes focus on participation and discussion; thus, a good disposition of the student in this regard is of great importance.
The recommended time for passing the subject is as follows:
- Hours of face-to-face work in the classroom (expository, interactive, tutorials and exam): 60.
- Hours of autonomous work (autonomous study and preparation of activities): 90.
In this way, the activities involved in the learning, development and study of the subject during the course, as well as the different evaluation tests, involve a total of 150 hours of dedication by the student.
Students are advised to work on the course throughout the semester and to keep the theoretical concepts up to date. This will enable them to apply these concepts appropriately in the practical cases, text discussions and exercises proposed.
Maria Teresa Garcia Garazo
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 881811632
- mariateresa.garcia [at] usc.es
- Category
- Professor: Temporary PhD professor
Maria Luisa Del Rio Araujo
- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 881811634
- marisa.delrio [at] usc.es
- Category
- Professor: University Lecturer
Zaira Camoiras Rodríguez
- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- zaira.camoiras [at] usc.es
- Category
- PROFESOR/A PERMANENTE LABORAL
| Tuesday | |||
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| 12:30-14:00 | Grupo /CLE_01 | Galician | Classroom A |
| Wednesday | |||
| 09:30-11:00 | Grupo /CLE_02 | Galician | Classroom B |
| 11:00-12:30 | Grupo /CLE_01 | Galician | Classroom A |
| 15:00-16:30 | Grupo /CLE_03 | Galician | Classroom A |
| Thursday | |||
| 11:00-12:30 | Grupo /CLE_01 | Galician | Classroom 34 |
| Friday | |||
| 12:30-14:00 | Grupo /CLE_02 | Galician | Classroom B |
| 15:00-16:30 | Grupo /CLE_03 | Galician | Classroom A |
| 05.26.2026 09:00-12:00 | Grupo /CLE_01 | Classroom A |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_05 | Classroom A |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_01 | Classroom A |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_04 | Classroom A |
| 05.26.2026 09:00-12:00 | Grupo /CLE_03 | Classroom A |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_03 | Classroom A |
| 05.26.2026 09:00-12:00 | Grupo /CLE_02 | Classroom A |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_06 | Classroom A |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_02 | Classroom A |
| 05.26.2026 09:00-12:00 | Grupo /CLE_02 | Classroom B |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_06 | Classroom B |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_02 | Classroom B |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_05 | Classroom B |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_01 | Classroom B |
| 05.26.2026 09:00-12:00 | Grupo /CLE_01 | Classroom B |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_04 | Classroom B |
| 05.26.2026 09:00-12:00 | Grupo /CLE_03 | Classroom B |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_03 | Classroom B |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_05 | Classroom C |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_01 | Classroom C |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_04 | Classroom C |
| 05.26.2026 09:00-12:00 | Grupo /CLE_03 | Classroom C |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_03 | Classroom C |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_06 | Classroom C |
| 05.26.2026 09:00-12:00 | Grupo /CLE_02 | Classroom C |
| 05.26.2026 09:00-12:00 | Grupo /CLIS_02 | Classroom C |
| 05.26.2026 09:00-12:00 | Grupo /CLE_01 | Classroom C |
| 07.15.2026 12:00-15:00 | Grupo /CLE_03 | Classroom A |
| 07.15.2026 12:00-15:00 | Grupo /CLIS_03 | Classroom A |
| 07.15.2026 12:00-15:00 | Grupo /CLE_01 | Classroom A |
| 07.15.2026 12:00-15:00 | Grupo /CLE_02 | Classroom A |
| 07.15.2026 12:00-15:00 | Grupo /CLIS_06 | Classroom A |
| 07.15.2026 12:00-15:00 | Grupo /CLIS_02 | Classroom A |
| 07.15.2026 12:00-15:00 | Grupo /CLIS_05 | Classroom A |
| 07.15.2026 12:00-15:00 | Grupo /CLIS_01 | Classroom A |
| 07.15.2026 12:00-15:00 | Grupo /CLIS_04 | Classroom A |
| 07.15.2026 12:00-15:00 | Grupo /CLE_03 | Classroom B |
| 07.15.2026 12:00-15:00 | Grupo /CLIS_03 | Classroom B |
| 07.15.2026 12:00-15:00 | Grupo /CLE_02 | Classroom B |
| 07.15.2026 12:00-15:00 | Grupo /CLIS_06 | Classroom B |
| 07.15.2026 12:00-15:00 | Grupo /CLIS_02 | Classroom B |
| 07.15.2026 12:00-15:00 | Grupo /CLE_01 | Classroom B |
| 07.15.2026 12:00-15:00 | Grupo /CLIS_05 | Classroom B |
| 07.15.2026 12:00-15:00 | Grupo /CLIS_01 | Classroom B |
| 07.15.2026 12:00-15:00 | Grupo /CLIS_04 | Classroom B |