ECTS credits ECTS credits: 4.5
ECTS Hours Rules/Memories Student's work ECTS: 76.5 Hours of tutorials: 4.5 Expository Class: 13.5 Interactive Classroom: 18 Total: 112.5
Use languages Spanish, Galician
Type: Ordinary subject Master’s Degree 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)
Upon completion of the course, the student will be able to:
• Ability to identify a company's product portfolio and analyze the relative importance of the products that comprise it.
• Knowledge of new product development and adoption processes, the importance of involving the customer in the process, and the importance of new products for profitability.
• Knowledge of the importance of brands today and regulations on trademarks.
• Knowledge of brand valuation models and brand strategies.
• Ability to identify brand extension possibilities.
1.- The company's product portfolio
2.- Attributes, objective quality and perceived quality
3.- Brand and brand decisions
4.- The process of developing new products
5.- The introduction of new products to the market
6.- The process of adoption of products by consumers
Basic bibliography:
- Jiménez, A.I. (coord). (2004). Dirección de productos y marcas. UOC.
- Jordán, D. (2018). Creando productos de éxito. Tener buenas ideas ya no es suficiente. Anaya multimedia
Supplementary bibliography:
- Aaker, D. (2012). Relevancia de la marca: hacer a los competidores irrelevantes. Ed. Pearson educación.
- Díaz, S. (Coord.) (2022). Política de producto. ESIC
- Fernández del Hoyo, A. (2009). Innovación y gestión de nuevos productos: una visión estratégica y práctica. Pirámide.
- Fernández, J.D. (2009). Cómo crear una marca: manual de uso y gestión. Almuzara.
- Keller, K. L. (2008). Administración estratégica de marca: branding, 3ª edic, Pearson Educación.
- Munuera, J.L.; Rodríguez, A.I. (2012). Estrategias de marketing. Un enfoque basado en el proceso de dirección, 2ª edición. ESIC.
- Rivera, L.M. (2016). Creación y lanzamiento de nuevos productos en la empresa. Editorial Politécnica de Valencia
- Serrano, F.; Serrano, C. (2005). Gestión, dirección y estrategia de producto. ESIC.
BASIC AND GENERAL
CB04- That students know how to communicate their conclusions –and the ultimate knowledge and reasons that support them– to specialized and non-specialized audiences in a clear and unambiguous way;
CB05- That students have the learning skills that allow them to continue studying in a way that will have to be largely self-directed or autonomous.
CG02- Ability to have a strategic vision of business problems.
CG03- Ability to apply the knowledge acquired to business reality.
CG06- Ability to communicate information, ideas, business management problems -generic or specific- and solution proposals.
CG09- Ability to identify, gather and interpret relevant data on issues related to business management.
CG10- Awareness of the company's social responsibility.
SPECIFIC
CE03- Ability to understand markets and Marketing from a strategic perspective.
TRANSVERSAL
CT01- Ethical sense of direction and business management.
CT03- Analysis and synthesis capacity.
CT04- Planning and organization capacity.
CT06- Ability to integrate and work in teams of diverse composition.
The classroom sessions dedicated to expository classes will aim to introduce students to the contents of the topics that make up the program, emphasizing especially relevant aspects and the relationships between them. The interactive sessions in small groups will be based on the practical application of the theoretical contents presented in the expository sessions. These sessions will be aimed at solving and discussing cases and practical exercises, press releases and educational videos to improve the students' ability to recognize and define the problems that companies face, and to be able to make the most appropriate decisions, while facilitating interaction between students.
The expositive and interactive sessions will take place during the official schedule published by the center and will be face-to-face.
All these activities will be complemented by the personal work that the student must dedicate to each of them, such as searching for bibliographic material, reading said material, writing conclusions, etc. This autonomous work will be guided by the teacher in the hours allocated to tutorials. In addition, virtual support for teaching will be used.
If possible, a practical session will be held in the form of a conference or company visit.
The evaluation of theoretical knowledge will be carried out by means of a final exam to be carried out on the date set by the center in the academic calendar of the course.
The final exam will represent 50% of the qualification. In this test it is necessary that the students obtain 50% of the qualification of the total score of the exam to be able to compensate this score with the one obtained in the continuous evaluation.
The continuous evaluation will take into account the participation in the classes, as well as all the activities carried out by the students. Participation in the analysis of the cases, debate and commentary on readings, and the presentation of works will be especially taken into account. This evaluation will account for 50% of the final grade.
Passing the subject implies obtaining at least 5 points in the set of evaluated elements (out of 10).
When students do not reach the minimum score necessary to pass the final exam, they will be graded with the grade obtained solely for participation in interactive classes.
These two parts that make up the student's grade will be applied to the two ordinary calls (June and July). In such a way that the score obtained in the continuous evaluation (50%) will be maintained for the July call.
In no case will the score obtained in any of the evaluated activities be saved for calls in subsequent courses.
The students who were granted dispensation from class attendance according to instruction No. 1/2017 of the General Secretariat of the USC will be evaluated by means of an exam that will mean 100% of the grade to be obtained by the student.
In accordance with the current USC Permanence Regulations for Undergraduate and Master's studies (art. 5.2), participation in any of the activities subject to evaluation will mean that the student's grade will be different from not presented.
In the case of fraudulent completion of exercises or tests, the provisions contained in the Regulations for evaluating the academic performance of students and reviewing qualifications will apply. That is, the verification by the teaching staff of the existence of plagiarism in the works delivered will mean the qualification of "Fail" for the affected students.
Competence assessment:
Final exam: CB4, CG02, CG03, CT03, CE03.
Continuous evaluation: CB05, CG06, CG09, CG10, CT01, CT04, CT06.
The recommended time for passing the subject is as follows
Hours of face-to-face work in the classroom (expositive, interactive, tutorials and exam): 36h.
Hours of autonomous work (study and preparation of activities): 76.5h.
It is recommended that students work continuously on the subject throughout the entire course, bring theoretical concepts up to date and get involved in the debate on topics and cases. In addition, it is convenient to communicate with the teacher through personal tutorials, to clarify doubts or deepen the concepts presented in the expositive classes or the work and debates in the interactive classes.
Miguel Angel Otero Simon
- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 881811597
- miguel.otero [at] usc.es
- Category
- Professor: Collaborator
| Wednesday | |||
|---|---|---|---|
| 16:00-17:30 | Grupo /CLE_01 | Spanish | Classroom 13 |
| 17:30-19:30 | Grupo /CLIS_01 | Spanish | Classroom 13 |
| 05.14.2025 17:00-19:00 | Grupo /CLIS_01 | Classroom 13 |
| 05.14.2025 17:00-19:00 | Grupo /CLE_01 | Classroom 13 |
| 07.02.2025 17:00-19:00 | Grupo /CLE_01 | Classroom 13 |
| 07.02.2025 17:00-19:00 | Grupo /CLIS_01 | Classroom 13 |