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 Business Administration and Management
Call: Second Semester
Teaching: With teaching
Enrolment: Enrollable | 1st year (Yes)
The course syllabus aims to provide students with an overview of marketing so that they acquire a set of basic introductory concepts. Specifically, students taking this course are expected to gain knowledge and understanding of the following aspects:
- Basic marketing concepts
- Content of the marketing plan
- Market and competition knowledge
- Identification and evaluation of segments and purchasing behavior.
THEME 1: THE ROLE OF MARKETING IN BUSINESS
THEME 2: STRATEGIC MARKETING PLANNING
THEME 3: MARKET AND COMPETITION ANALYSIS
TEHEME 4: OFFLINE AND ONLINE CONSUMER BEHAVIOR
THEME 5: MARKET SEGMENTATION
THEME 6: DIFFERENTIATION AND POSITIONING
Básica:
- 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)
Complementaria:
- 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 (2005). 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
Learning outcomes:
C12. Understand the nature and environment of trade relations, the strategy, and the marketing operations of a company.
HD2. Communicate orally and/or in writing effectively, accurately, and clearly, with the aim of conveying knowledge, methodologies, data, results, difficulties, and solutions.
HD3. Work as a team, collaborating synergistically.
CP4. Develop a strategic analysis of the company and/or its environment to make business decisions.
Classroom sessions dedicated to lectures will aim to introduce students to the content of the topics included in the program. A computer and a projector will be used as the main supports for the course, projecting transparencies and various materials to guide the explanations.
The teaching staff will make the necessary materials available to students on the Virtual Campus for the course. Interactive sessions will be held in person according to the schedule scheduled by the center. These in-person classes will encourage students to apply theoretical concepts. To this end, practical business cases will be analyzed, readings of texts and articles will be discussed/debated, as well as other issues presented by the faculty, with particular emphasis on group activities. Projects may also be proposed for presentation in class.
Tutorial sessions for questions will be held in person, although some may be held virtually through various tools and platforms authorized by the USC.
STUDENTS WITHOUT EXEMPTION FROM CLASS ATTENDANCE:
Class attendance is regulated by the Regulations for Class Attendance in Bachelor's and Master's Degrees.
1) Final content test: 60% of the grade. The content test will be held in person and will include the entire program and materials presented in class.
2) Activities in interactive sessions: Completion and participation in case analysis, reading discussions, paper presentations, and other class-related activities: 40% of the grade. Partial content-related tests may also be scheduled. These activities will be part of the student's continuous assessment.
To combine the score for the final content-related test with that for the interactive sessions, it is essential that the student achieve a minimum score of 3 points out of 6 on the final content-related test. The sum of both scores must be equal to or greater than 5 in the final grade to pass the course. If a student does not achieve the minimum passing score on the final exam, they will be graded with the grade obtained solely for participation in the interactive sessions.
This assessment will be applied in the two regular exam sessions (June and July), so that the score obtained in the continuous assessment (40%) will be maintained for the July exam session. Students who do not obtain any points related to class activities will only be able to obtain a maximum of 6 points in this session and must obtain a grade of 5 out of 6 points to pass the subject.
Assessment of learning outcomes:
Continuous assessment: C12, HD2, HD3, and CP4
Exam: C12, HD2, and CP4
STUDENTS WITH EXEMPTION FROM CLASS ATTENDANCE
Students who have been granted an exemption from attendance, as regulated by the Class Attendance Regulations for undergraduate and master's degrees, will be assessed through a final in-person exam, which will account for 100% of the student's grade. Students in this situation should contact the subject coordinator.
In accordance with the USC's current Permanence Regulations for undergraduate and master's degrees (art. 5.2), participation in any of the assessed activities will result in a student's final grade being different from "no show."
In cases of fraudulent completion of exercises or tests, the provisions of the "Regulations for the Evaluation of Student Academic Performance and Grade Review" will apply.
Theoretical classes will be complemented by the consultation of textbooks recommended by the professor, as well as the preparation of proposed assignments, which will be submitted and presented by the student. Practical classes will focus on participation and discussion, so the student's willingness in this regard is of great importance in this subject.
The recommended time to complete the course is as follows:
- Hours of classroom work (lectures, interactive sessions, tutorials, and exams): 60.
- Hours of independent work (independent study and preparation of activities): 90.
Thus, the activities involved in learning, developing, and studying the subject during the course, as well as the various assessment tests, require a total of 150 hours of dedication on the part of the student.
It is recommended that students work on the subject throughout the entire semester and keep the theoretical concepts up to date. This way, they will be able to profitably apply this knowledge to the practical cases, text commentaries, and exercises that will be proposed and completed in parallel.
Fernando Losada Perez
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 982824420
- fernando.losada [at] usc.es
- Category
- Professor: Temporary PhD professor
Friday | |||
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11:00-12:45 | Grupo /CLE_01 | Spanish | Classroom 1 |
05.25.2026 09:00-12:00 | Grupo /CLE_01 | Main Hall |
06.29.2026 09:00-12:00 | Grupo /CLE_01 | Main Hall |