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 lectures will be taught in person according to the schedule programmed by the center. The classroom sessions dedicated to lectures will have the objective of introducing the student to the contents of the topics that make up the program. The computer and the projector will be used as the main supports of the matter, projecting transparencies and different material that serves as a guide to the explanations made. The professor will make the necessary material available to the students in the Virtual Campus of the subject.
The interactive sessions will be taught in person according to the schedule programmed by the center. In these face-to-face classes the students will try to apply the theoretical concepts. For this, practical business cases will be analyzed, readings of texts and articles will be discussed / debated, as well as other issues raised by the teaching staff, with group activities taking on special importance. It will also be possible to propose the realization of works to be exposed in class.
The tutorials to consult doubts will be face-to-face, with some being able to be carried out virtually through the different tools and platforms authorized by the USC.
1st Opportunity:
1) Written Exam: 60% of the qualification. The content test will be face-to-face and will include the entire program and the material exposed in the classes.
2) Activities in the interactive sessions: Resolution and participation in the analysis of cases, debate of readings, presentation of papers and other activities related to the classes: 40% of the grade. Partial content tests may also be scheduled. These activities will be part of the continuous evaluation of the students. The list of the different assessable activities throughout the course, their weighting, and how they will be monitored will be indicated in the teaching guide of the subject that will be published in the virtual classroom at the beginning of the course.
To add the score of the interactive sessions, it will be a necessary condition that the student reaches a minimum grade of 2.5 points out of 6 in the final content test. In the final qualification, the sum of both scores must be equal to or greater than 5 to pass the subject.
This assessment will be applied in the two ordinary calls (June and July) in such a way that the score obtained in the continuous evaluation (40%) will be maintained for the July call. 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, having to obtain a grade of 5 out of 6 points to pass the subject.
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.
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.
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
Contingency plan for the development of the academic year 2021-22
Teaching methodology:
Scenario 2. Distancing
If due to the health situation all or part of the expository and interactive sessions cannot be taught in person, the classes will be a combination of face-to-face and virtual teaching in accordance with the guidelines established by the Dean or Rectorate for this scenario and the health measures that are established at this time. They will be carried out synchronously / asynchronously and always according to the schedule established by the center, through the different telematic means available at the USC, preferably the Virtual Campus and the Teams platform.
The tutorials will be primarily online through the different tools and platforms authorized by the USC.
Scenario 3. Closure of the facilities
Teaching will be non-face-to-face through telematic means (virtual). They will be carried out synchronously / asynchronously and always according to the schedule established by the center. The necessary materials will be made available to the students through the Virtual Campus of the subject. Also for the activities to be carried out in the interactive sessions, the instructions for carrying out the practices will be sent through the Virtual Campus. In addition, the email service, the Teams platform or other similar tools and platforms authorized by the USC will be used.
The tutorials will be exclusively telematic, using the institutional mail of the USC or Virtual Campus or the Teams platform.
Learning evaluation system:
Scenario 2. Distancing
If, due to the health situation, face-to-face tests cannot be carried out, the provisions of scenario 1 will be maintained, with the following modifications:
The final content test will be in person or online in accordance with the guidelines established by the Dean or the Rector's Office for this scenario and the health measures that are established at this time. The test will be carried out on the dates established by the USC, using the platforms enabled by the USC for that purpose (Virtual Campus, Teams or others) ... In the event that partial content tests are carried out, this same procedure will be applied.
Students who were granted a class attendance dispensation according to instruction No. 1/2017 of the General Secretariat of the USC will be evaluated by means of a face-to-face or online final test in accordance with the guidelines established by the Dean or the Rectorate for this scenario and the sanitary measures that are established at this time. The test will represent 100% of the grade to be obtained by the student. Students in this situation should contact the coordinator of the subject.
Scenario 3. Closure of the facilities
The provisions of scenario 1 will be maintained, with the following modifications:
The final face-to-face content test 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 that purpose (Virtual Campus, Teams or others). In the event that partial tests are carried out, this same procedure will be applied.
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 telematic final 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.
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
Emilio Ruzo Sanmartin
- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 881811604
- emilio.ruzo [at] usc.es
- Category
- Professor: University Lecturer
| Wednesday | |||
|---|---|---|---|
| 11:15-13:45 | Grupo /CLE_01 | Galician | Classroom B |
| 01.10.2022 09:00-12:00 | Grupo /CLE_01 | Classroom C |
| 01.10.2022 09:00-12:00 | Grupo /CLIS_03 | Classroom C |
| 01.10.2022 09:00-12:00 | Grupo /CLIS_02 | Classroom C |
| 01.10.2022 09:00-12:00 | Grupo /CLIS_01 | Classroom C |
| 06.27.2022 09:00-12:00 | Grupo /CLIS_01 | Classroom C |
| 06.27.2022 09:00-12:00 | Grupo /CLE_01 | Classroom C |
| 06.27.2022 09:00-12:00 | Grupo /CLIS_03 | Classroom C |
| 06.27.2022 09:00-12:00 | Grupo /CLIS_02 | Classroom C |