In the Business Management Degree, this subject represents the gateway to learning comprehensive management of the commercial area in the company. The subject begins with the conceptualization of marketing as a management philosophy and as a business function and develops the strategic dimension of marketing management in the company.



Within the structure of the Degree, this subject belongs to the “Commerce and Marketing” module and is included in the subject “Commercial Management”, sharing space with the subject “Marketing Decisions”, whose content completes the study of marketing management in the company. These two subjects are the basis for any student who wishes to take the minor in “International Trade and Marketing”.



The skills acquired when taking the Marketing Fundamentals subject are related to those necessary for the exercise of the following professions:

Marketing Director, Commercial Director, Communication Director, Product Director, Promotion Director, Marketing Plan Manager, Commercial Research Manager, Community Manager, Customer Service Manager, Merchandising manager, Commercial strategy manager, Commercial administration manager, Sales manager, Product manager, Commercial department technician, Marketing consultant, Commercial consultant, Sales consultant.

COMPETENCES:



C1. Understand the marketing decision-making process, individual and/or collective; as well as knowing the context in which marketing managers operate to identify and adequately manage the variables, policies and fundamental tools of commercial management. Specific competence, linked to the G001 and G003 competences of the Degree.



C2. Develop information management skills. Be able to search, analyze and synthesize, orally and in writing, information related to strategic marketing management, coming from different sources. Transversal competence, linked to the G002 and G004 competences of the Degree.



C3. Use theoretical knowledge in solving cases and practical exercises, preparing reports on the matter, both in groups and individually. Transversal competence, linked to the G005 and G007 competences of the Degree.



LEARNING OUTCOMES:



R1. Understanding of the conditioning variables of the commercial environment, the variables controllable by marketing management, marketing philosophy and strategic marketing management.



R2. Resolution of cases related to strategic marketing management, preparation and presentation of commercial reports rigorously using the terminology of the area of knowledge.

TOPIC 1. Introduction and basic concepts

TOPIC 2. Marketing in the company and in the economy

TOPIC 3. Conditioning factors of marketing management

TOPIC 4. Purchasing behavior of final consumers

TOPIC 5. Purchasing behavior of organizations

TOPIC 6. Market segmentation

TOPIC 7. The image and positioning of products and/or brands in the market

IN-PERSON ACTIVITIES (60 hours):



- Master classes (42 hours): development of the contents of the proposed syllabus.

- Classroom practices (16 hours): viewing educational videos referring to the contents of the syllabus and carrying out exercises, tasks and practical cases, developed individually and/or in groups.

- Oral presentations of the tasks carried out individually and/or in groups (2 hours).



NON-PRESENTIAL ACTIVITIES (90 hours):



- Summary of fundamental contents of the subject.

- Review of the powerpoint files that the teacher has used in the development of the master classes.

- Reading in-depth texts recommended by the teacher and reviewed in the bibliography of each topic of the subject.

- Viewing audiovisual material referenced in each topic.

- Resolution of tasks based on practical cases.

- Carrying out self-assessment tests.



Teaching will be done in person. If presence in the classroom is not allowed for health reasons, we will switch to online teaching.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Multiple-Choice Test (%): 70
  • Team projects (problem solving, project design)) (%): 30

In this subject, a continuous evaluation system is followed, unless the teacher is requested to evaluate it by means of a final test within the official deadline stipulated for it.



A. STUDENTS IN CONTINUOUS EVALUATION



Continuous evaluation consists of:



1. TEST OF THEORETICAL KNOWLEDGE on all the contents of the syllabus, worked through master classes and practical in-person and non-face-to-face tasks.

It is carried out on the date assigned in the official evaluation test calendar of the corresponding course. It is a MANDATORY test, it serves to evaluate C1 and C3 competencies and represents 70% of the final grade.



2. PORTFOLIO OF EXERCISES AND CASES of application of the knowledge taught. They are carried out in groups throughout the training period. It is a MANDATORY test, it serves to evaluate C2 and C3 competencies and represents 30% of the final grade.



B. STUDENTS IN FINAL TEST



Those who request this type of evaluation according to the established official procedure will take the following evaluation tests on the date indicated in the official exam calendar:



1. TEST OF THEORETICAL KNOWLEDGE on all the contents of the syllabus, worked on during the course through master classes and practical in-person and non-face-to-face tasks. It is a MANDATORY test, it serves to evaluate C1 and C3 competencies and represents 70% of the final grade.



2. EXAM OF EXERCISES AND PRACTICAL CASES on the subject of study. It is a MANDATORY test, it serves to evaluate C2 and C3 competencies and represents 30% of the final grade.



C. PLACE OF CONDUCTION OF THE TESTS

It is planned to carry out the corresponding evaluation tests in person in one of the Center's classrooms. If it is not possible due to health measures, the tests will be carried out electronically.



D. CHARACTERISTICS OF THE EVALUATION TESTS

The Student Guide published in the virtual classroom of the subject in Egela details all the characteristics and requirements of both evaluation tests.



If you do not pass the subject in this call, the grade obtained in the second evaluation test of the modality followed (portfolio of exercises and cases, or exam of exercises and practical cases) can be saved for the extraordinary call within the course if This is desired, provided that a minimum grade of 4 out of 10 has been obtained in said test. Otherwise, the two evaluation tests of which it consists must be carried out in the extraordinary call.



The grade obtained in the theoretical knowledge test is not saved in any case.



E. WAIVER OF THE CALL

Anyone who does not appear for this call on the official date of the final evaluation test will have a grade of Not Presented or Not Presented regardless of the grades they may have achieved in the rest of the evaluation tools.

In the extraordinary call the evaluation system consists of:



1. TEST OF THEORETICAL KNOWLEDGE on all the contents of the syllabus, worked on during the course through master classes and practical in-person and non-face-to-face tasks. It is a MANDATORY test, it serves to evaluate C1 and C3 competencies and represents 70% of the final grade.



It is an ELIMINATORY test for those who do not obtain a minimum grade of 4 out of 10, in which case said grade will be the one assigned as the final grade for the subject.



2. EXAM OF EXERCISES AND PRACTICAL CASES on the subject of study. It is a MANDATORY test, it serves to evaluate C2 and C3 competencies and represents 30% of the final grade.



Those who have obtained a minimum grade of 4 out of 10 in the portfolio of exercises and cases carried out throughout the training period may retain that grade for this call if they wish, and therefore not take this second evaluation test. These students will have to obtain a minimum grade of 4 out of 10 in the theoretical knowledge test to be able to add the portfolio grade. If said minimum score is not obtained in the theoretical knowledge test, said grade will be the one assigned as the final grade for the subject.



PLACE OF CONDUCTION OF THE TESTS

It is planned to carry out the corresponding evaluation tests in person in one of the Center's classrooms. If it is not possible due to health measures, the tests will be carried out electronically.



WAIVER OF THE CALL

Anyone who does not attend this call will have a rating of Not Presented or Not Presented.

On the EGELA computer platform, the program that the teacher will use in the classroom as a guide for the master classes will be made available to students in electronic format.

Likewise, an attempt will be made to take advantage of the platform's potential for managing tasks (proposal, resolution and assessment), to encourage student participation and to address and resolve any possible doubts.

Schemes, articles, news and links to content and educational videos will also be provided through it that serve both to delve deeper into the syllabus and to carry out the tasks assigned.

Basic bibliography

Kotler, P. y Armstrong, G. (2017): Fundamentos de marketing, 13ª edición. México, Pearson Educación.

Kotler, P.; Kartajaya, H.; Setiawan, I. (2021): Marketing 5.0. Madrid, LID Editorial Empresarial.

In-depth bibliography

Kotler, P. y Armstrong, G. (2018): Principios de marketing, 17ª edición. Madrid, Pearson Educación S.A..
Villanueva, J. y Del Toro, J.M. (2017): Marketing estratégico. Navarra, EUNSA
Sainz de Vicuña, J.M. (2024). El plan de marketing en la práctica, 25ª edición. Madrid, ESIC.

Journals

Investigación y Marketing
Harvard Deusto Marketing+ventas

Web addresses

https://www.ipmark.com
https://www.marketingdirecto.com
https://www.marketingnews.es
https://www.puromarketing.com
https://soy.marketing