ECTS credits ECTS credits: 6
ECTS Hours Rules/Memories Student's work ECTS: 102 Hours of tutorials: 6 Expository Class: 18 Interactive Classroom: 24 Total: 150
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: First Semester
Teaching: With teaching
Enrolment: Enrollable | 1st year (Yes)
Knowledge of the influence of strategic marketing in companies and of market orientation and relationship marketing approaches.
Identification and analysis of the competitive environment of markets and consumers.
Knowledge of the competitive strategies of companies and the commercial variables in the implementation of competitive strategies.
Knowledge and use of strategic marketing tools in a digital environment.
Development of a marketing plan.
1. - Strategic marketing of the company
2. - Analysis of the competitive environment
3. - Consumer's behaviour
4. - Market of reference, market segmentation and strategic positioning
5. - Competitive strategies of the company
6. - Marketing and Internet
BASIC BIBLIOGRAPHY:
Alonso, J.; Grande, I. (2013): Comportamiento del consumidor: decisiones y estrategias de marketing (7ª edición). ESIC Editorial, Madrid.
Munuera, J.L.; Rodríguez, A.I. (2012): Estrategias de marketing. Un enfoque basado en el proceso de dirección (2ª edición). ESIC Editorial, Madrid.
SUPPLEMENTARY BIBLIOGRAPHY:
Alonso Coto, M (2008): El plan de marketing digital: Blended marketing como integración de acciones on y off line, Prentice Hall.
Best, J. (2007): Marketing estratégico. Ed. Prentice-Hall.
López-Pinto, B.; Mas, M.; Viscarrri, J. (2008): Los pilares del marketing. Ed. UPC.
Munuera, J.L.; Rodríguez, A.I. (2006): Estrategias de marketing: de la teoría a la práctica. Ed. ESIC
Paz, I. (2022). Marketing estratégico o estrategias de marketing. Ed. Delta
Rodríguez-Ardura, I. (2020). Marketing digital y comercio electrónico. Ed. Pirámide.
Ruiz, S.; Grande, I. (2013): Casos de comportamiento del consumidor. Ed. ESIC.
Ruiz, S.; Grande, I. (2006): Comportamiento de compra del consumidor: 29 casos reales. Ed. ESIC.
Santesmases, M. (2012): Marketing: conceptos y estrategias (6ª edición). Ed. Pirámide.
Vázquez, R.; Trespalacios, J.A.; Rodríguez, I.A. (2005): Marketing: estrategias y aplicaciones sectoriales. Ed. Thomson.
Villanueva J.; Del Toro, J.M. (2020). Marketing estratégico. Ed. IESE
MASTER COMPETENCES (BASIC, GENERAL, CROSS CURRICULAR AND SPECIFIC):
CB02- Students must know how to apply the knowledge acquired and their capability to solve problems in new or unfamiliar environments within broader (or multidisciplinary) contexts related to their area of study.
CB03- Students must be able to integrate knowledge and face the complexity of formulating judgements based on incomplete or limited information, including reflections about the social and ethical responsibilities linked to the application of their knowledge and judgements.
CB04- Students must know how to communicate their conclusions -and knowledge and ultimate reasons that support them- to specialised and non-specialised audiences in a clear and unambiguous manner.
CB05- Students must possess the learning skills that will enable them to continue studying in a way that will be largely self-directed or autonomous.
CG02- Capability to have a strategic vision of business problems.
GC03- Capability to apply the knowledge acquired to business reality.
GC04- Capability to solve problems in new or unfamiliar environments.
GC05- Capability to make management decisions in the field of the company in general and in particular in its different functional areas.
GC06- Capability to communicate information, ideas, business management problems - of a generic or specific nature - and proposed solutions.
GC08- Mastery of various management tools, instruments and methods needed to manage a company.
GC09- Capability to identify, gather and interpret relevant data on issues related to business management.
GC10- Awareness about the social responsibility of the company.
CT01- Ethical sense of business management.
CT03- Capability for analysis and synthesis.
CT04- Capability for planning and organisation.
CT06- Capability to integrate and work in teams of diverse composition.
CE03- Capability to understand markets and marketing from a strategic perspective.
CE04- Capability to lead commercial teams.
Teaching will be organized into two types of sessions: lecture sessions and interactive sessions, as detailed below:
- The lecture sessions will be dedicated to the lecturer's presentation of the program's theoretical content. The objective of this session is to educate students on the role that commercial management plays within a company's organizational structure, as well as the importance of understanding the environment in which organizations operate and consumer purchasing behavior for adopting commercial strategies that allow them to gain a competitive advantage in the markets in which the company operates.
- The interactive sessions will focus on solving and discussing case studies and practical exercises to improve students' ability to recognize and define the problems companies face and make the most appropriate decisions based on environmental conditions, while also facilitating interaction among students. All of these activities will be complemented by individual work that students must dedicate to each of them, such as searching for bibliographic material, reading said material, writing conclusions, etc. This independent work will be guided by the faculty during the hours designated for tutorials. Students' individual work activities include, in addition to time dedicated to studying, the completion of activities assigned by the faculty.
Virtual support will be used for teaching through the USC virtual campus and/or the USC corporate platform MS'Teams.
The sessions will be held during established class times as follows:
- Lectures: in person.
- Interactive: in person.
- Tutorials: in person or online (through the USC corporate platform MS'Teams).
There are two opportunities to pass the subject. Students who do not pass the subject on the first attempt (January) will be entitled to a second attempt (July), which will be recorded on their academic record if the grade obtained is higher.
STUDENTS WITHOUT EXEMPTION FROM CLASS ATTENDANCE
Class attendance is regulated by the Class Attendance Regulations for undergraduate and master's degrees.
The assessment system consists of the following instruments and weightings:
- Instrument 1 (weighting: 50%): Final exam (mandatory). 50% of the grade in this section is required to pass the subject.
- Instrument 2 (weighting: 50%): Continuous assessment. Assessment of the various exercises, case studies, reading comments, group or individual work, class participation, and, if applicable, the development, submission, and presentation of a marketing plan.
- Final grade: This will be the weighted sum of the two scores, so 50% of the total grade is required to pass the subject.
In order to add the final exam grade to the score achieved on Instrument 2, students must obtain a minimum score of 2.5 points out of 5 on the final test.
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 evaluation system will be applied on the two opportunities students have to pass the subject (January and July).
STUDENTS WITH EXEMPTION FROM CLASS ATTENDANCE
Exemption from attendance is regulated by the Class Attendance Regulations for official undergraduate and master's degree courses. Students granted exemption from class attendance will be assessed through an in-person test that will account for 100% of the grade obtained by the student.
In cases of fraudulent completion of exercises or tests, the provisions of the USC Regulations for the Evaluation of Student Academic Performance and Grade Review will apply.
In accordance with the USC's Permanence Regulations for Undergraduate and Master's studies (Art. 5.2), participation in any of the assessed activities will result in a student's final grade other than "no show."
COMPETENCY EVALUATION
Instrument 1 (final theoretical test): CB03, CG02, CG08, CG10, CT01, CE03, CE04.
Instrument 2 (continuous assessment): CB02, CB04, CB05, CG03, CG04, CG05, CG06, CG09, CT03, CT04, CT06, CE03, CE04
The assessment using the above instruments will take place on the dates established in the final exam schedule and during established class schedules, as follows:
- Final exam: in-person.
- Continuous assessment: delivered remotely online through the USC virtual campus and completed in-person.
Each subject consists of 6 credits and each credit is equivalent to 25 hours.
- On-site hours (they include the hours of expositive teaching, interactive teaching, tutorials and evaluation): 48h.
- Personal work of the student: 102h.
One recommends the attendance to class, the participation in all the raised activities, as much inside as outside del classroom, and the use of the tutorials.
Jose Ramon Porto Pedrido
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- josera.porto [at] usc.es
- Category
- Professor: LOSU (Organic Law Of University System) Associate University Professor
| Monday | |||
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| 15:30-17:30 | Grupo /CLIS_01 | Spanish | Classroom 13 |
| Tuesday | |||
| 15:30-17:00 | Grupo /CLE_01 | Spanish | Classroom 13 |
| 01.23.2026 17:00-19:00 | Grupo /CLIS_01 | Classroom 13 |
| 01.23.2026 17:00-19:00 | Grupo /CLE_01 | Classroom 13 |
| 06.12.2026 17:00-19:00 | Grupo /CLIS_01 | Classroom 13 |
| 06.12.2026 17:00-19:00 | Grupo /CLE_01 | Classroom 13 |