ECTS credits ECTS credits: 4.5
ECTS Hours Rules/Memories Student's work ECTS: 76.5 Hours of tutorials: 4.5 Expository Class: 13.5 Interactive Classroom: 18 Total: 112.5
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 Business Administration and Management
Call: Second Semester
Teaching: With teaching
Enrolment: Enrollable | 1st year (Yes)
Upon completion of the subject the student will be able to:
- Ability to identify the product portfolio of a company and analyze the relative importance of the products that comprise it.
- Knowledge of the processes of development and adoption of new products, the importance of involving the customer in the process and the importance of new products for profitability.
- Knowledge of the importance of trademarks today and trademark regulations.
- Knowledge of brand valuation models and branding strategies.
- Ability to identify brand extension possibilities.
1.- The company's product portfolio.
2.- Attributes, objective quality and perceived quality.
3.- Brand and brand decisions
4.- The new product development process.
5.- The introduction of new products to the market.
6.- The process of product adoption by consumers.
Basic bibliography:
Jiménez, A.I. (coord). (2004). Dirección de productos y marcas. UOC.
Jordán, D. (2018). Creando productos de éxito. Tener buenas ideas ya no es suficiente. Anaya multimedia
Supplementary bibliography:
Aaker, D. (2012). Relevancia de la marca: hacer a los competidores irrelevantes. Ed. Pearson educación.
Díaz, S. (Coord.) (2022). Política de producto. ESIC
Fernández del Hoyo, A. (2009). Innovación y gestión de nuevos productos: una visión estratégica y práctica. Pirámide.
Fernández, J.D. (2009). Cómo crear una marca: manual de uso y gestión. Almuzara.
Keller, K. L. (2008). Administración estratégica de marca: branding, 3ª edic, Pearson Educación.
Munuera, J.L.; Rodríguez, A.I. (2012). Estrategias de marketing. Un enfoque basado en el proceso de dirección, 2ª edición. ESIC.
Rivera, L.M. (2016). Creación y lanzamiento de nuevos productos en la empresa. Editorial Politécnica de Valencia
Serrano, F.; Serrano, C. (2005). Gestión, dirección y estrategia de producto. ESIC.
BASIC AND GENERAL
CB04- That students know how to communicate their conclusions -and the ultimate knowledge and reasons that support them- to specialized and non-specialized audiences in a clear and unambiguous way;
CB05- That students possess the learning skills that will allow them to continue studying in a way that will be largely self-directed or autonomous.
CG02- Ability to have a strategic vision of business problems.
CG03- Ability to apply the acquired knowledge to the business reality.
CG06- Ability to communicate information, ideas, business management problems - of a generic or specific nature - and proposed solutions.
CG09- Ability to identify, gather and interpret relevant data on issues related to business management.
CG10- Awareness of the social responsibility of the company.
SPECIFIC
CE03- Ability to understand markets and marketing from a strategic perspective.
TRANSVERSALS
CT01- Ethical sense of business management.
CT03- Capacity of analysis and synthesis.
CT04- Capacity for planning and organization.
CT06- Ability to integrate and work in teams of diverse composition.
Classroom sessions dedicated to lectures will aim to introduce students to the contents of the topics that make up the program, emphasizing on the particularly relevant aspects and the relationships between them. The interactive sessions in small groups will be based on the practical application of the theoretical contents exposed in the expository sessions. These sessions will be aimed at the resolution and discussion of cases and practical exercises, press releases and educational videos to improve students' ability to recognize and define the problems faced by companies, and to be able to make the most appropriate decisions, while facilitating interaction among students.
The expository and interactive sessions will take place during the official timetable published by the center and will be face-to-face.
All these activities will be complemented with the personal work that the student will have to dedicate to each one of them as search of bibliographic material, reading of the above mentioned material, writing of conclusions, etc. This autonomous work will be guided by the professor in the hours destined to tutorials. In addition, virtual support will be used for teaching.
If possible, a practical session in the form of a lecture or company visit will be carried out.
The evaluation of theoretical knowledge will be carried out by means of a final exam to be held on the date fixed by the center in the academic calendar of the course.
The final exam will represent 50% of the qualification. In this test it is necessary that the student obtains 50% of the qualification of the total score of the exam to be able to compensate this score with the score obtained in the continuous evaluation.
The continuous evaluation will take into account the participation in the classes, as well as all the activities developed by the students. The participation in the analysis of cases, debate and commentary of readings, and the presentation of papers will be specially taken into account. This evaluation will represent 50% of the final grade.
The passing of the subject implies obtaining, at least, 5 points in the set of the evaluated elements (out of 10).
When the student does not reach the minimum score necessary to pass the final exam, he/she will be graded with the grade obtained only for the participation in the interactive classes.
These two parts that make up the student's grade will be applied to the two ordinary exams (June and July). In such a way that the score obtained in the continuous evaluation (50%) will be kept for the July exam.
In no case will the score obtained in any of the evaluated activities be kept for subsequent exams.
Students who were granted dispensation from class attendance according to instruction No. 1/2017 of the General Secretariat of the USC will be evaluated through an exam that will account for 100% of the grade to be obtained by the student.
According to the Permanence Regulations in force in the USC for Undergraduate and Master studies (art. 5.2), participation in any of the activities subject to evaluation will mean that the student's grade will be different from not presented.
In the case of fraudulent performance of exercises or tests, it will apply the provisions of the Regulations for the evaluation of the academic performance of students and review of qualifications". That is, the verification by the faculty of the existence of plagiarism in the work submitted will mean for the affected students the qualification of "Fail".
Evaluation of the competences:
Final exam: CB4, CG02, CG03, CT03, CE03.
Continuous evaluation: CB05, CG06, CG09, CG10, CT01, CT04, CT06.
The recommended time to pass the course is as follows
Hours of classroom work (expository, interactive, tutorials and exams): 36h.
Hours of autonomous work (study and preparation of activities): 76,5h.
It is recommended that students work continuously on the subject throughout the course, keep the theoretical concepts up to date and get involved in the discussion of the topics and cases. In addition, it is convenient to communicate with the professor through personal tutorials, to clarify doubts or to deepen on the concepts exposed in the expository classes or on the works and the debates in the interactive classes.
Sandra Castro Gonzalez
- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 982824481
- sandra.castro [at] usc.es
- Category
- Professor: University Lecturer
Javier Turienzo Riveiro
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- javier.turienzo [at] usc.es
- Category
- Professor: LOU (Organic Law for Universities) PhD Assistant Professor
| Wednesday | |||
|---|---|---|---|
| 10:00-11:30 | Grupo /CLE_01 | Spanish | Seminar 3 |
| 11:30-13:30 | Grupo /CLIS_01 | Spanish | Seminar 3 |
| 05.20.2025 17:00-20:00 | Grupo /CLE_01 | Seminar 3 |
| 06.23.2025 17:00-20:00 | Grupo /CLE_01 | Seminar 3 |