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
The goal of the “Marketing” course is that the students acquire knowledge and abilities about the market analysis and other components of the exchange system, as well as the decision making process about the variables used by the marketing managers to achieve business objectives.
1. The contribution of marketing to the company’s objectives
2. Product decisions
3. Brand decisions
4. Price decisions
5. Managing relationships with distributors
6. Communication management: advertising
7. Communication management: sales promotion
8. Sales management
9. Marketing in the digital age
Basic bibliography:
Armstrong, G.; Kotler, P.; Merino, M.J; Pintado, T.; Juan, J.M. (2011): Introducción al marketing. Ed. Pearson.
Complementary bibliography:
Baena, V.; Moreno, M.F. (2010): Instrumentos de marketing. Decisiones sobre producto, precio, distribución, comunicación y marketing directo. Ed. UOC.
Esteban, A.; Mondéjar, J.A. (coordinadores): Fundamentos de marketing. Ed. ESIC.
García, M.D. (2008): Manual de marketing. Ed. ESIC.
López-Pinto, B.; Mas, M.; Viscarrri, J. (2008): Los pilares del marketing. Ed. UPC.
Santesmases, M. (2012): Marketing: conceptos y estrategias (6ª edic.). Ed. Pirámide.
Vázquez, R.; Trespalacios, J.A. (Direc.) (2005): Marketing: Estrategias y aplicaciones sectoriales. Ed. Thomson-Cívitas.
GENERAL
CB1 - That students have demonstrated to possess and to understand knowledge in an area of study that starts from the base of general secondary education, and is usually found at a level that, although it relies on advanced textbooks, also includes some aspects Which involve knowledge from the vanguard of their field of study
CB2 - Students can apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and problem solving within their area of study
CB3 - Students have the ability to gather and interpret relevant data (usually within their area of study) to make judgments that include a reflection on relevant social, scientific or ethical issues
CB4 - Students can transmit information, ideas, problems and solutions to a specialized and non-specialized audience
CB5 - That the students have developed those learning skills necessary to undertake later studies with a high degree of autonomy
CG3 - Know how to identify, gather and interpret relevant data on issues related to business, incorporating in the making of judgments and proposals the relevant considerations on their social, scientific or ethical dimension.
CG4 - Know how to communicate information, ideas, problems and proposals to solve business issues both for a specialized and non-specialized public, using both verbal and written language and the means and techniques of representation of relationships and data presentation that Are used in the discipline.
SPECIFIC
B3 - Policy and commercial strategy decisions: marketing-mix, pricing policies, distribution, promotion and product policy
D3 - Evaluate from the relevant information records the situation and foreseeable evolution of a company
D5 - To draft projects of global management or of functional areas of the company
TRANSVERSAL
CT1 - Analysis and synthesis
CT2 - Organization and planning
CT4 - Information management
CT6 - Troubleshooting
CT7 - Decision making
CT8 - Critical reasoning
CT9 - Learning autonomy
CT10 - Teamwork
CT13 - Ethical sense
CT18 - Initiative and entrepreneurial spirit
It is convenient for students to read the topics before the classroom sessions, since in this way the class can be oriented more to comment on the doubts that such reading may generate. Specifically, sessions will be established to debate and contrast ideas about the concepts, processes and methods presented.
Scenario 1. Adapted normality (practically the same as the usual face-to-face scenario)
The expository classes will last one hour and will be taught in person, one day per week, with the exception of the first 2 weeks of the course, where 2.5 hours of expository classes will be taught, divided into two sessions of 1 and 1, 5 hours.
In the expository classes the teaching staff will develop the syllabus of the subject, explaining concepts and themes, but they will not necessarily present all of its content nor will it do so in the following order in the text of the basic bibliography. The personal computer and the projector gun will be used as the main supports of the subject, projecting transparencies and different material that serves as a guide to the explanations made.
In the expository classes, a blackboard, printed articles or any other information necessary to expand knowledge and clarify doubts will also be used.
The interactive sessions will be taught 1 day a week from the 3rd week of the course. There will be a 2.5 hour session. These classes may involve works with readings on topics related to the subject, the resolution of exercises and case studies, the presentation of works and participation in discussions with their classmates.
Interactive sessions may involve carrying out activities outside of face-to-face sessions, as explained in the section on study times. The teachers will use the laptop and the projector gun, making the student available different exercises, practical cases, and other printed material and computer files related to the subject.
Scenario 2. Distance
If due to the health situation all or a part of the exhibition sessions cannot be taught in person, as described in scenario 1, the teachers will make the presentations of the topics covered and the necessary material available in the Virtual Campus for the students of the subjet.
The explanation of the theoretical concepts will be carried out using audiovisual material disseminated to the students through the Virtual Campus of the subject. The Teams platform, You tube or other similar tools and platforms authorized by the USC may be used.
If, due to the health situation, all or part of the interactive sessions cannot be taught as described in scenario 1, the activities to be carried out in the interactive sessions will be carried out by providing students with the necessary materials through the subject's Virtual Campus. The teaching staff will send the instructions to carry out the practices and locate the material using the Virtual Campus email service.
The precise materials will be supplied by the same means and, directly, on the Virtual Campus itself. When necessary, other resources available to students will be used (Teams platform, You tube and any other platform authorized by the USC). Students must deliver the results of the required activities using the means indicated by the teaching staff of the subject.
The tutorials for the query of doubts will be carried out using the institutional email of the USC or the Virtual Campus. For more detailed attention, tutorials can be scheduled using the Teams platform or any other platform authorized by the USC.
Scenario 3. Closure of the facilities (practically equal to the second, eliminated the sentence from the beginning)
The teachers will make available to the students the presentations of the topics covered and the necessary material in the Virtual Campus of the subject. The explanation of the theoretical concepts will be carried out using audiovisual material disseminated to the students through the Virtual Campus of the subject. The Teams platform, You tube or other similar tools and platforms authorized by the USC may be used.
The activities to be carried out in the interactive sessions will be carried out by providing the students with the necessary materials through the subject's Virtual Campus. The teaching staff will send the instructions to carry out the practices and locate the material using the Virtual Campus email service.
The precise materials will be supplied by the same means and, directly, on the Virtual Campus itself. When necessary, other resources available to students will be used (Teams platform, You tube and any other platform authorized by the USC).
The lighting must deliver the results of the required activities using the means indicated by the teaching staff.
The tutorials for the query of doubts will be carried out using the institutional email of the USC or the Virtual Campus. For more detailed attention, tutorials can be scheduled using the Teams platform or any other platform authorized by the USC.
Scenario 1. Adapted normality
The evaluation will take into account all the activities carried out by the students (active participation in the analysis of cases, debate and comment on readings, articles or news in the press, production and presentation of works, content tests, etc.).
To overcome the subject there are two opportunities. Students who do not pass the subject at the first opportunity will be entitled to a second, which will be the one that appears in their academic record in the event that the grade obtained is higher.
The evaluation system for these two opportunities is set out below.
-Student without class attendance waiver:
-First common opportunity: The grade of the subject will be the result of adding the following 2 scores:
1) Grade obtained in the final exam, which will contribute 60% to the final grade (6 points). The content test, which values the learning results, will be face-to-face. It may include True-False answer questions, short reasoning questions, and / or exercises, to which students must give a solution, based on the theoretical content of the subject and / or on the skills / competences developed throughout the course. quarter.
Partial content tests may be scheduled, which will form part of the continuous evaluation of the students. In any case, the total weight of the content tests may not exceed 60% of the grade.
2) Rating obtained by participating in interactive sessions, which will contribute 40% to the rating. Various exercises, cases and other teaching material will be assigned in the classes and will be collected by the teachers. In addition, teachers may assign work to be done outside the classroom. The assessment of this part will take into account the academic quality of the work, its presentation, as well as the participation and attitude of the students in the classroom. These activities will be part of the continuous evaluation of the students. To be able to add the score achieved in section 2 to the content exam grade, students must obtain a minimum score of 3 points out of 6 in the score corresponding to point 1).
In addition, students must score a minimum of 25% of the evaluation in each of the parts in which the score of point 1 is structured.
Passing the subject implies obtaining at least 5 points in the set of elements evaluated (out of 10).
When the student does not reach the minimum score necessary to pass section 1), or in its parts, they will be graded with the mark obtained only for participating in the interactive sessions.
-Second extraordinary opportunity for recovery: The same evaluation system will be applied as in the first opportunity.
Students who do not obtain any score related to the activities carried out in the classes will only be able to obtain a maximum of 6 points in this call, and must obtain a grade of 5 out of 6 points to pass the subject.
-Student with a class attendance waiver:
The students who were granted a class attendance waiver according to instruction No. 1/2017 of the USC General Secretariat will be evaluated through a face-to-face test that will represent 100% of the grade to be obtained by the student. Students in this situation should contact the subject coordinator.
-All students:
In the case of fraudulent performance of exercises or tests, the one set forth in the Regulations for the evaluation of the academic performance of the students and the review of grades will be applied”. That is, the verification by the teaching staff of the existence of plagiarism in the works delivered will suppose for the affected students the qualification of “Suspense”.
In accordance with the Permanency Regulations in force at the USC for Undergraduate and Master studies (art. 5.2), participation in any of the activities subject to the evaluation will mean that the student's final grade will be different from not presented.
Scenario 2. Distance
If, due to the health situation, it is not possible to carry out face-to-face tests, the one established in scenario 1 will be maintained, with the following modifications:
1) Final exam on content: The final content test will be carried out face-to-face or telematically, in accordance with the system established by the deanship and the rector's office of the USC. This examination will be carried out on the dates established by the USC and, in the event that it was telematic, it will be carried out using the platforms enabled by the USC for which purpose (Virtual Campus, Teams or others).
In the case of partial content tests, this same procedure will be applied.Students who justifiably state that they cannot have adequate means to carry out the electronic test must notify the coordinator of the subject.
If, due to the health situation, interactive classroom activities cannot be carried out, the one established in scenario 1 will be maintained, with the following modifications:
2) Rest of activities: The participation of the students in the classes and the presentation of works will not be taken into account if the situation does not allow their assessment.
Scenario 3. Closure of the facilities
The one established in scenario 1 will be maintained, with the following modifications:
1) Final test on content: The final test of face-to-face content is replaced by a telematic test to be carried out on the dates established by the USC and using the platforms enabled by the USC for which purpose (Virtual Campus, Teams or others).
In case of partial tests, this same procedure will be applied.
Students who justifiably state that they cannot have adequate means to carry out the telematic test must notify the coordinator of the subject.
2) Rest of activities: The participation of the students in the classes and the presentation of works will not be taken into account if the situation does not allow their assessment.
COMPETENCY EVALUATION
Instrument 1 (examination): CB1, CB2, CB5, B3, CT1, CT6, CT7, CT9.
Instrument 2 (continuous evaluation): CB1, CB2, CB3, CB4, CB5, D3, D5, CT1, CT2, CT4, CT6, CT7, CT8, CT9, CT10, CT13, CT18.
Recommended time for the overcoming of the subject is the following one:
- Hours of in-class sessions (theoretical, interactive and written tests): 60.
- Hours of individual work (study, development of autonomous work tasks): 90.
This way, the implied activities in the learning, development and study of the subject during the course, as well as of the different evaluation tasks, will imply a total of 150 hours of student dedication.
It is strongly recommended to the students a continuous work during the hold term, to be updated in the explained theoretical concepts and to be involved in the discussions about chapters and case studies presented. It is also recommended to participate in the simulation game in order to become familiar to afford situations similar to the real life, with the analysis of business situations and decision-making. In addition, is advisable the communication with the professor through the personal assessment.
In-class behavior
This course in business management must be developed in a professional way. To come into lately or to leave out early is it not allowed. As well, it is not allowed to read newspapers or to do tasks of other subjects. Students are not allowed to talk in class about topics not related with subject. All students should be able to listen lecturers’ explanations.
Students must switch off mobile phones before come into classes. All the iPod ™ or similar devices should be switched off and put away.
Contingency plan:
Scenario 2. Distance
Teaching methodology
If due to the health situation all or a part of the exhibition sessions cannot be taught in person, as described in scenario 1, the teachers will make the presentations of the topics covered and the necessary material available in the Virtual Campus for the students of the subjet.
The explanation of the theoretical concepts will be carried out using audiovisual material disseminated to the students through the Virtual Campus of the subject. The Teams platform, You tube or other similar tools and platforms authorized by the USC may be used.
If, due to the health situation, all or part of the interactive sessions cannot be taught as described in scenario 1, the activities to be carried out in the interactive sessions will be carried out by providing students with the necessary materials through the subject's Virtual Campus. The teaching staff will send the instructions to carry out the practices and locate the material using the Virtual Campus email service.
The precise materials will be supplied by the same means and, directly, on the Virtual Campus itself. When necessary, other resources available to students will be used (Teams platform, You tube and any other platform authorized by the USC). Students must deliver the results of the required activities using the means indicated by the teaching staff of the subject.
The tutorials for the query of doubts will be carried out using the institutional email of the USC or the Virtual Campus. For more detailed attention, tutorials can be scheduled using the Teams platform or any other platform authorized by the USC.
Evaluation system
If, due to the health situation, it is not possible to carry out face-to-face tests, the one established in scenario 1 will be maintained, with the following modifications:
1) Final exam on content: The final content test will be carried out face-to-face or telematically, in accordance with the system established by the deanship and the rector's office of the USC. This examination will be carried out on the dates established by the USC and, in the event that it was telematic, it will be carried out using the platforms enabled by the USC for which purpose (Virtual Campus, Teams or others).
Students who justifiably state that they cannot have adequate means to carry out the electronic test must notify the coordinator of the subject.
If, due to the health situation, interactive classroom activities cannot be carried out, the one established in scenario 1 will be maintained, with the following modifications:
2) Rest of activities: The participation of the students in the classes and the presentation of works will not be taken into account if the situation does not allow their assessment.
Scenario 3. Closure of the facilities (practically equal to the second, eliminated the sentence from the beginning)
Teaching methodology
The teachers will make available to the students the presentations of the topics covered and the necessary material in the Virtual Campus of the subject. The explanation of the theoretical concepts will be carried out using audiovisual material disseminated to the students through the Virtual Campus of the subject. The Teams platform, You tube or other similar tools and platforms authorized by the USC may be used.
The activities to be carried out in the interactive sessions will be carried out by providing the students with the necessary materials through the subject's Virtual Campus. The teaching staff will send the instructions to carry out the practices and locate the material using the Virtual Campus email service.
The precise materials will be supplied by the same means and, directly, on the Virtual Campus itself. When necessary, other resources available to students will be used (Teams platform, You tube and any other platform authorized by the USC).
The lighting must deliver the results of the required activities using the means indicated by the teaching staff.
The tutorials for the query of doubts will be carried out using the institutional email of the USC or the Virtual Campus. For more detailed attention, tutorials can be scheduled using the Teams platform or any other platform authorized by the USC.
Evaluation system
The one established in scenario 1 will be maintained, with the following modifications:
1) Final test on content: The final test of face-to-face content is replaced by a telematic test to be carried out on the dates established by the USC and using the platforms enabled by the USC for which purpose (Virtual Campus, Teams or others).
In case of partial tests, this same procedure will be applied.
Students who justifiably state that they cannot have adequate means to carry out the telematic test must notify the coordinator of the subject.
2) Rest of activities: The participation of the students in the classes and the presentation of works will not be taken into account if the situation does not allow their assessment.
Jose Antonio Varela Gonzalez
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 881811619
- jose.varela [at] usc.es
- Category
- Professor: University Professor
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
Maria De La Concepcion Varela Neira
- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 881811711
- conchi.varela [at] usc.es
- Category
- Professor: University Lecturer
| Monday | |||
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| 09:15-11:45 | Grupo /CLIS_05 | Spanish | Classroom 17 |
| 11:45-14:15 | Grupo /CLIS_02 | Spanish | Classroom 13 |
| 17:45-20:15 | Grupo /CLIS_08 | Spanish | Classroom 12 |
| Tuesday | |||
| 09:15-11:45 | Grupo /CLIS_04 | Spanish | Classroom 18 |
| 11:45-14:15 | Grupo /CLIS_01 | Spanish | Classroom 17 |
| 17:45-20:15 | Grupo /CLIS_07 | Spanish | Classroom 20 |
| Wednesday | |||
| 10:15-11:15 | Grupo /CLE_02 | Spanish | Classroom 30 |
| 16:30-17:30 | Grupo /CLE_03 | Spanish | Classroom B |
| Thursday | |||
| 10:30-11:30 | Grupo /CLE_01 | Spanish | Classroom 30 |
| 01.25.2021 13:15-16:15 | Grupo /CLIS_07 | Classroom A |
| 01.25.2021 13:15-16:15 | Grupo /CLIS_04 | Classroom A |
| 01.25.2021 13:15-16:15 | Grupo /CLIS_01 | Classroom A |
| 01.25.2021 13:15-16:15 | Grupo /CLIS_02 | Classroom A |
| 01.25.2021 13:15-16:15 | Grupo /CLIS_08 | Classroom A |
| 01.25.2021 13:15-16:15 | Grupo /CLE_02 | Classroom A |
| 01.25.2021 13:15-16:15 | Grupo /CLIS_05 | Classroom A |
| 01.25.2021 13:15-16:15 | Grupo /CLE_03 | Classroom A |
| 01.25.2021 13:15-16:15 | Grupo /CLE_01 | Classroom A |
| 01.25.2021 13:15-16:15 | Grupo /CLE_03 | Classroom B |
| 01.25.2021 13:15-16:15 | Grupo /CLIS_07 | Classroom B |
| 01.25.2021 13:15-16:15 | Grupo /CLIS_04 | Classroom B |
| 01.25.2021 13:15-16:15 | Grupo /CLIS_01 | Classroom B |
| 01.25.2021 13:15-16:15 | Grupo /CLE_01 | Classroom B |
| 01.25.2021 13:15-16:15 | Grupo /CLIS_02 | Classroom B |
| 01.25.2021 13:15-16:15 | Grupo /CLIS_08 | Classroom B |
| 01.25.2021 13:15-16:15 | Grupo /CLE_02 | Classroom B |
| 01.25.2021 13:15-16:15 | Grupo /CLIS_05 | Classroom B |
| 06.30.2021 13:30-16:30 | Grupo /CLIS_08 | Classroom A |
| 06.30.2021 13:30-16:30 | Grupo /CLE_02 | Classroom A |
| 06.30.2021 13:30-16:30 | Grupo /CLE_01 | Classroom A |
| 06.30.2021 13:30-16:30 | Grupo /CLIS_05 | Classroom A |
| 06.30.2021 13:30-16:30 | Grupo /CLE_03 | Classroom A |
| 06.30.2021 13:30-16:30 | Grupo /CLIS_07 | Classroom A |
| 06.30.2021 13:30-16:30 | Grupo /CLIS_04 | Classroom A |
| 06.30.2021 13:30-16:30 | Grupo /CLIS_01 | Classroom A |
| 06.30.2021 13:30-16:30 | Grupo /CLIS_02 | Classroom A |
| 06.30.2021 13:30-16:30 | Grupo /CLIS_07 | Classroom B |
| 06.30.2021 13:30-16:30 | Grupo /CLIS_04 | Classroom B |
| 06.30.2021 13:30-16:30 | Grupo /CLIS_01 | Classroom B |
| 06.30.2021 13:30-16:30 | Grupo /CLIS_02 | Classroom B |
| 06.30.2021 13:30-16:30 | Grupo /CLIS_08 | Classroom B |
| 06.30.2021 13:30-16:30 | Grupo /CLE_02 | Classroom B |
| 06.30.2021 13:30-16:30 | Grupo /CLIS_05 | Classroom B |
| 06.30.2021 13:30-16:30 | Grupo /CLE_03 | Classroom B |
| 06.30.2021 13:30-16:30 | Grupo /CLE_01 | Classroom B |