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 course program aims to offer students an overview of Marketing so that they acquire a set of basic introductory notions. Specifically, the main objective is that the students who attend this course get to know and understand the following aspects:
- Basic concepts of marketing and its environment that determines its management.
- Knowledge of the market, identification, and evaluation of the segments.
- Analysis of the marketing-mix program of the company.
- Differential aspects of marketing management in different action areas.
LESSON 1: MARKETING IN BUSINESS
LESSON 2: STRATEGIC PLANNING AND MARKETING PROCESS
LESSON 3: COLLECTION OF INFORMATION AND ANALYSIS OF THE MARKETING ENVIRONMENT
LESSON 4: CONSUMER ANALYSIS
LESSON 5: ANALYSIS OF MARKET ATTRACTIVENESS
LESSON 6: MARKETING-MIX: PRODUCT, PRICE, PROMOTION AND PLACE
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.
COMPLEMENTARY
- 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.
Formative aims of the course:
- To know and understand business from a marketing management point of view.
- To describe the most important variables related to marketing management.
- To know and understand the basic functions of the marketing management process.
- To use techniques and take decisions in the context of marketing.
Generic competences of the degree to which this course contributes:
Knowledge:
The course contributes to the knowledge of the theoretical foundations of the decision making and the models and techniques of representation of the economic reality for the commercial management of the companies.
Abilities or skills:
The course contributes to improving the ability to integrate into business management and to issue advice on specific situations of commercial business management.
Transversal competences:
In addition to these specific skills and knowledge, the course contributes to the development of a series of transversal competences:
Instrumentals
- Analysis and synthesis
- Organization and planning
- Oral and written communication
- Information management
- Problem solving
- Decision making
- Critical thinking
- Autonomy in Learning
Interpersonal:
- Teamwork
- Interpersonal skills
- Ethical sense
- Adaptation to the environment and change
- Knowledge of other cultures and customs and work in an international context
- Sensitivity to social and environmental problems
- Negotiation and conflict management
The objective of the sessions devoted to theoretical lectures is to introduce the students into the basic contents of the lessons that made up the course. In the sessions where the students have to work in small groups, the main objective is to apply the theoretical concepts. To that effect, there will be case analysis, commentary of readings and newspaper articles, as well as debates about topics presented by the lecturer. In addition, the students will have to carry out a group paper with other students and to give then an exposition about it. The final objective is to foster teamwork and to develop communication and debate skills. Activities of personal workload include, besides personal study time, the carrying out of other activities set by the lecturer.
1st Opportunity:
1. Attendance, participation, and resolution of the proposed questions in the expositive and interactive classes, including the completion of a paper: up to 4 points. Deadline for paper submission: the date of the written exam.
2. Written Exam: up to 6 points.
To pass the course will be a necessary condition the student reaches, at least, 50% in both parts.
2nd Opportunity:
The assessment will be based on an Exam which will include two parts: a theoretical part and a practical one. Students who have participated in classes and, therefore, have been evaluated from this part may ask the teacher not to perform the practical part of the exam.
Assessment system for cases of dispensing:
The assessment will be based on an examination consisting of a theoretical part and a practical one.
Overall, the study time the student must devote to the preparation of the material on its own is 90 hours.
- Interest in the subject.
- Attendance to all the activities of the subject: theoretical classes, seminars and practical sessions.
- Consultation and handling of the recommended bibliography and use of on-line links of interest.
- Use of tutoring hours whenever students consider it appropriate.
Teaching will be taught in Spanish
Zaira Camoiras Rodríguez
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- zaira.camoiras [at] usc.es
- Category
- Professor: Temporary supply professor to reduce teaching hours
| Monday | |||
|---|---|---|---|
| 11:45-14:15 | Grupo /CLIS_01 | Spanish | Classroom 23 |
| Wednesday | |||
| 09:30-12:00 | Grupo /CLIS_03 | Spanish | Classroom 12 |
| Thursday | |||
| 10:30-11:30 | Grupo /CLE_01 | Spanish | Classroom 20 |
| Friday | |||
| 09:15-11:45 | Grupo /CLIS_02 | Spanish | Classroom 18 |
| 01.25.2021 13:00-16:00 | Grupo /CLIS_01 | Classroom 07 |
| 01.25.2021 13:00-16:00 | Grupo /CLIS_02 | Classroom 07 |
| 01.25.2021 13:00-16:00 | Grupo /CLIS_03 | Classroom 07 |
| 01.25.2021 13:00-16:00 | Grupo /CLE_01 | Classroom 07 |
| 01.25.2021 13:00-16:00 | Grupo /CLIS_01 | Classroom C |
| 01.25.2021 13:00-16:00 | Grupo /CLIS_02 | Classroom C |
| 01.25.2021 13:00-16:00 | Grupo /CLIS_03 | Classroom C |
| 01.25.2021 13:00-16:00 | Grupo /CLE_01 | Classroom C |
| 07.01.2021 10:30-13:30 | Grupo /CLE_01 | Classroom C |
| 07.01.2021 10:30-13:30 | Grupo /CLIS_01 | Classroom C |
| 07.01.2021 10:30-13:30 | Grupo /CLIS_02 | Classroom C |
| 07.01.2021 10:30-13:30 | Grupo /CLIS_03 | Classroom C |