ECTS credits ECTS credits: 6
ECTS Hours Rules/Memories Student's work ECTS: 99 Hours of tutorials: 3 Expository Class: 24 Interactive Classroom: 24 Total: 150
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
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 and the context that influences its management.
- Market knowledge, identification and evaluation of segments and purchasing behavior.
TOPIC 1: The Marketing Dimension
TOPIC 2: The Commercial Management of the Company
TOPIC 3: Competitor Analysis
TOPIC 4: Marketing Information Management
TOPIC 5: Consumer Behavior
TOPIC 6: Market Segmentation and Positioning
Basic bibliograhy
- Kotler, P.; Armstrong, G. Amador, M.L.; Pineda, L.E (2017). Fundamentos de marketing, 13ed. Pearson (e-book)
- Santesmases Mestre, M; Merino M.J.; Sánchez, J.: Pintado T. (2018). Fundamentos de marketing, 2ª ed. Pirámide (e-book)
Complementary bibliography:
- 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
BASIC AND GENERAL:
CB1 - That the students demonstrate that they can understand and understand concepts in an area of study that is based on general secondary education, and must reach a level that, although it is based on advanced textbooks, also includes some aspects that involve knowledge coming from the cutting edge of their field of study.
CB2 - That students know how to apply their knowledge to their work or vocation in a professional manner and possess the skills that can be demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of study
CB3 - That students have the ability to gather and interpret relevant data (normally within their study area) to issue results that include a reflection on relevant topics of a social, scientific or ethical nature
CB4 - That students can transmit information, ideas, problems and solutions to both a specialized and non-specialized audience
CB5 - That students develop those learning skills necessary to undertake subsequent studies with a high degree of autonomy
CG3 - Know how to identify, gather and interpret relevant data on issues related to the business field, incorporating pertinent considerations regarding its social, scientific or ethical dimension in the preparation of documents and proposals.
CG4 - Know how to communicate information, ideas, problems and proposed solutions to business issues to both a specialized and non-specialized audience, using both verbal and written languages as two means and techniques for representing relationships and presenting data that are involved in the discipline.
SPECIFIC
B3 - Commercial policy and strategy decisions: marketing mix, pricing policies, distribution, promotion and product policy D3 - Write from two relevant records of information on the situation and foreseeable evolution of the company
TRANSVERSAL
CT1 - Analyze and synthesize
CT3 - Oral and written communication
CT4 - Xestión gives information
CT10 -Teamwork
The classroom sessions dedicated to lectures will aim to introduce students to the content of the program's topics. 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 faculty will make the necessary materials available to students on the Virtual Campus for the course.
The interactive sessions will be taught in person according to the schedule scheduled by the school. These in-person classes will aim to enable students to apply theoretical concepts. To this end, practical business cases will be analyzed, and readings of texts and articles will be discussed and debated, as well as other issues presented by the faculty. Group activities will be especially important. Projects may also be proposed for presentation in class.
Tutorial sessions for questions will be held in person, although some may be conducted virtually through the various tools and platforms authorized by the USC.
Learning Assessment System
1) Final content-based test: 60% of the grade. The content-based test will be administered in person and will include the entire program and materials presented in class.
2) Activities in interactive sessions: Completion and participation in case studies, reading discussions, presentation of papers, and other class-related activities: 40% of the grade. Partial content-based tests may also be scheduled. These activities will be part of the student's ongoing assessment.
To add up the scores for the interactive sessions, it is essential that the student achieve a minimum score of 2.5 points out of 6 on the final content-based test. The final grade must be equal to or greater than 5 to pass the course. If students do not achieve the minimum score required 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 both regular examination sessions (June and July), so that the score obtained in the continuous assessment (40%) will be maintained for the July examination session. Students who do not obtain any score related to the activities carried out in class 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.
Competence assessment:
Continuous assessment: CB1, CB2, CB3, CB4, CB5, CG3, D3, CT1, CT3, CT10
Final exam: CB1, CB2, CB3, CB4, CB5, CG4, B3, CT1, CT3, CT4
Students who were granted exemption from class attendance according to the Regulations on Class Attendance in USC Bachelor's and Master's Degrees will be assessed through a final in-person exam that will account for 100% of the student's grade. Students in this situation should contact the course coordinator.
In accordance with the USC's current Permanence Regulations for Undergraduate and Master's studies (Art. 5.2), participation in any of the assessed activities will result in a final grade other than "no show."
In cases of fraudulent completion of exercises or tests, the provisions of the "Regulations on the Evaluation of Students' Academic Performance and Grade Review" will apply.
The theoretical classes will be complemented by the consultation of two textbooks recommended by the teacher, as well as by the preparation of two proposed works that will be delivered and presented to the students. The practical classes will focus on participation and discussion, which is available to students in this sense and is of great relevance in this subject.
The recommended time to pass 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.
This success, the activities involved in learning, developing and studying the subject during the course, as well as the different assessment tests, involve a total of 150 hours of dedication by the students
It is recommended that students work on the subject throughout the entire semester and that they learn the theoretical concepts every day. From this success they will be able to successfully apply these knowledge to practical cases, text comments and exercises that will be proposed and solved in parallel.
| Wednesday | |||
|---|---|---|---|
| 17:00-18:45 | Grupo /CLE_01 | - | Classroom 1 |
| 05.26.2026 09:00-12:00 | Grupo /CLE_01 | Main Hall |
| 06.29.2026 12:00-15:00 | Grupo /CLE_01 | Main Hall |