The subject of Commercial Management is taught in the third year of the Industrial Organization degree, within Module 3, called Business Organization.



The subject is therefore framed within the context of Business Organization, and provides continuity (based on the subject of Economics) to the common subjects of the first two years within engineering in which technical knowledge is acquired.



Thus, the subject of Commercial Management specializes in the field of business organization to give way in subsequent subjects in the degree to greater knowledge in the management and organization of business structures, such as Financial Management or Competitiveness and Business Innovation among others.



Thanks to the signature, the necessary skills will be acquired to be able to have the BASIC knowledge FOR THE COMMERCIAL AND MARKETING MANAGEMENT OF THE COMMERCIAL COMPANY REGARDING: COMMERCIAL AND MARKETING FUNCTION, DEMAND PRESCRIPTION AND STUDY, COMMERCIAL RESEARCH AND MARKET STUDIES , PURCHASES AND SUPPLY, COMMERCIAL ORGANIZATION AND MARKETING PLANNING.



IT IS INTENDED TO FACILITATE THE KNOWLEDGE TO IDENTIFY NEW TECHNIQUES AND TOOLS IN THE AREAS OF COMMERCIAL MANAGEMENT AND MARKETING OF THE COMPANY AND SEEK IMPROVEMENTS IN THE OPERATION IN THESE AREAS, and thus be able to access in the professional field positions that require dual knowledge of engineering and business management.

PROVIDE BASIC KNOWLEDGE FOR THE COMMERCIAL AND MARKETING MANAGEMENT OF THE COMMERCIAL COMPANY REGARDING: COMMERCIAL AND MARKETING FUNCTION, PRESCRIPTION AND STUDY OF DEMAND, COMMERCIAL RESEARCH AND MARKET STUDIES, PURCHASES AND SUPPLY, COMMERCIAL ORGANIZATION AND MARKETING PLANNING .



IT IS INTENDED TO PROVIDE KNOWLEDGE TO IDENTIFY NEW TECHNIQUES AND TOOLS IN THE AREAS OF COMMERCIAL MANAGEMENT AND MARKETING OF THE COMPANY AND SEEK IMPROVEMENTS IN THE OPERATION IN THESE AREAS

Topic 0 COMMERCIAL MANAGEMENT or MARKETING?



Topic 1 THE BASIC CONCEPTS OF MARKETING



Topic 2 GENERAL ASPECTS OF MARKETING



Topic 3 MARKETING PLANNING



Topic 4 THE MARKET AND ITS ELEMENTS



Topic 5 STUDY OF THE DEMAND: CONCEPT AND CONDITIONS. FORECAST



Topic 6 FUNCTION OF DEMAND



Topic 7 INDUSTRIAL MARKET STUDY



Topic 8 COMMERCIAL ORGANIZATION. THE SALES FORCE



Topic 9 PURCHASES AND SUPPLY



Topic 10 MARKETING-MIX POLICIES



Topic 11 MARKETING TRENDS

Regarding the methodology, this will be divided into master classes and classroom practices (group and individual work, and

oral presentation of some group works).



- In the master classes, the theory will be explained according to the syllabus, using power points that have previously been explained.

provided to students through the e-gela platform so that they acquire knowledge for commercial management and

company marketing (RA).

- These master classes will be complemented with classroom practices through readings of real practical cases, and

resolution individual and/or group exercises for understanding and application. Through these practices you will learn

to identify new techniques and tools, and to analyze and apply improvements (AR).



- There will also be an oral presentation in class of some of these works, so that they can be shared

the learning results acquired with the rest of the students.

• Final Assessment System
• Tools and qualification percentages:
  • Written test to be taken (%): 70
  • Realization of Practical Work (exercises, cases or problems) (%): 5
  • Team projects (problem solving, project design)) (%): 15
  • Exhibition of works, readings ... (%): 10

Written test 70%



Continuous evaluation 30%



The evaluation system will be mixed, that is, it will consist of a written test to be developed (final exam) that will mean the

70% of the final grade, and for the remaining 30% continuous evaluation will be applied.



This continuous evaluation will be done through problem solving in class (5%), completion of individual work

(5%), team work (10%) and oral presentations (10%).



It will be mandatory to pass the exam to pass the subject.



In any case, students will have the right to be evaluated using the final evaluation system, regardless of

whether or not they have participated in the continuous evaluation system (art 8.3). To do this, the students must present

written to the teaching staff responsible for the subject the waiver of continuous evaluation, for which they will have a

period of 9 weeks from the start of the course.



To resign from the call, it will be enough to not appear at it.



**In the event that sanitary conditions prevent the carrying out of a teaching activity and/or evaluation

face-to-face, a non-face-to-face modality will be activated of which the students will be informed promptly.

The evaluation criteria for the extraordinary call will be carried out exclusively through the

final evaluation.



To resign from the call, it will be enough to not appear at it.



**In the event that sanitary conditions prevent the carrying out of a teaching activity and/or evaluation

face-to-face, a non-face-to-face modality will be activated of which the students will be informed promptly.

Notes that will be provided in class through e-gela.
Exercises, readings and practical cases that will be distributed in class.
Student guide.

Basic bibliography

-KOTLER, P. and ARMSTRONG, G. (2018). MARKETING PRINCIPLES, 17TH EDITION, PEARSON PUBLISHING.



-Talaya, Á. E., & Romero, C. L. (2013). Commercial address. ESIC Editorial.

In-depth bibliography

-Monferrer Tirado, D. (2013). Fundamentals of Marketing.
-Herradón, A. C. (2016). Marketing policies. BRANCH.
-Prado Román, A. and Pascual Nebreda, L. (2018). Industrial and Services Marketing.ESIC Editorial

Journals

- Journal of Marketing
-Journal of Marketing Research
- Spanish Commercial Information.
- Spanish Magazine of Marketing Research. ESIC
- Distribution and Consumption.

Web addresses

-Those from the magazines.
-Vodafone Observatory (real cases)