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 Economics and Business Studies
Call: First Semester
Teaching: With teaching
Enrolment: Enrollable
This course aims to provide students with a general understanding of Marketing by introducing a basic set of foundational concepts. Specifically, it seeks to ensure that students know and understand the following aspects:
Basic marketing concepts and the environmental factors that shape its management
Market knowledge, segmentation identification, and marketing research
Analysis of the company’s marketing mix program
Distinctive aspects of marketing management in different contexts
Topic 1: Marketing in the Company
Topic 2: Strategic Planning and the Marketing Process
Topic 3: Data Collection and Environmental Analysis
Topic 4: Consumer Analysis
Topic 5: Market Attractiveness Analysis. Marketing research
Topic 6: Marketing Mix: Product, Price, Communication, and Distribution
BASIC
- Armstrong,G., Kotler,P., Merino, M. J., Pintado, M. T., & Juan, J. M. (2011). "Introducción al marketing (3ª ed.)". Ed. Pearson.
- Santesmases, M., Merino, M. J., Sanchez, J., & Pintado, T. (2009). "Fundamentos de Marketing". Ed. Pirámide.
SUPPLEMENTARY
- Jobber, D., & Fahy, J. (2007). "Fundamentos de Marketing". Ed. Mc Graw Hill.
- Munuera,J. L., & Rodriguez, A. I. (2012). "Estrategias demarketing (2ª ed.)". Ed. Esic.
Learning Objectives
Understand the company from a marketing management perspective
Describe the most important variables related to marketing management
Understand the basic functions involved in the marketing management process
Apply techniques and make decisions within the marketing domain
Generic Degree Competencies Addressed by the Course
Knowledge:
The course contributes to understanding the theoretical foundations of decision-making, as well as models and techniques for representing economic reality in the context of business commercial management.
Skills and Abilities:
The course enhances students' ability to integrate into business management and to produce advisory reports on specific situations in commercial management.
Cross-Curricular Competencies
Instrumental:
Analysis and synthesis
Organization and planning
Oral and written communication
Information management
Problem-solving
Decision-making
Critical thinking
Autonomous learning
Interpersonal:
Teamwork
Interpersonal skills
Ethical awareness
Adaptability to change and the environment
Understanding of other cultures and customs and working in an international context
Awareness of social and environmental issues
Negotiation and conflict management
Lectures will be held in person according to the schedule set by the faculty. These sessions aim to introduce the course content, using computer and projector support, including slides and other materials to guide explanations. All necessary materials will be made available on the course’s Virtual Campus.
Interactive sessions will also be held in person. These classes aim to help students apply theoretical concepts through the analysis of business case studies, discussions on texts and articles, and other relevant topics proposed by the instructor. Group work will play a significant role. Assignments may also be required and presented in class.
Office hours for doubt clarification will be conducted in person, although some may be offered virtually via USC’s approved platforms.
Final Exam on Course Content – 60% of the final grade
The exam will be held in person and will cover the entire syllabus and all material presented in class.
Activities in Interactive Sessions – 40% of the final grade
Includes participation in case analyses, discussion of readings, presentations, and other class-related activities. Partial content tests may also be scheduled. These activities will be part of the continuous assessment. A detailed list of all assessable activities, their weight, and how they will be monitored will be provided in the course syllabus, available on the virtual classroom at the start of the term.
To include interactive session activities in the final grade, students must earn at least 2.5 out of 6 points on the final content exam. The combined total must be 5 or more points to pass the course.
This assessment structure will apply to both regular exam sittings (June and July). The grade from continuous assessment (40%) will be retained for the July call. Students who have not obtained any points from class activities can score a maximum of 6 points, needing at least 5 out of 6 to pass the course.
Students who were granted class attendance dispensation according to instruction No. 1/2017 of the General Secretariat of the USC will be evaluated by means of a final face-to-face test that will represent 100% of the grade to be obtained by the student / to. Students in this situation should contact the coordinator of the subject.
In cases of fraudulent performance of exercises or tests, the provisions of the "Regulations for the assessment of academic performance for two students and for the review of grades" shall apply.
Students are expected to dedicate approximately 90 hours of independent study in addition to class time.
Genuine interest in the subject
Attendance to all scheduled activities (lectures and interactive sessions)
Consultation and use of recommended bibliography and relevant online resources
Active use of office hours whenever needed
Classes are conducted entirely in Spanish
Maria Luisa Del Rio Araujo
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 881811634
- marisa.delrio [at] usc.es
- Category
- Professor: University Lecturer
| Wednesday | |||
|---|---|---|---|
| 11:00-12:30 | Grupo /CLE_01 | Galician | Classroom 29 |
| Thursday | |||
| 10:30-11:30 | Grupo /CLE_01 | Galician | Classroom 29 |
| 12.19.2025 12:00-15:00 | Grupo /CLE_01 | Classroom A |
| 12.19.2025 12:00-15:00 | Grupo /CLIS_02 | Classroom A |
| 12.19.2025 12:00-15:00 | Grupo /CLIS_01 | Classroom A |
| 06.26.2026 16:00-19:00 | Grupo /CLIS_01 | Classroom 08 |
| 06.26.2026 16:00-19:00 | Grupo /CLE_01 | Classroom 08 |
| 06.26.2026 16:00-19:00 | Grupo /CLIS_02 | Classroom 08 |