Commercial Direction

The objectives of the course on “Commercial Management” can be specified as follows:
1. Students acquire knowledge and skills to analyze the situation of the markets and the elements that participate in the exchange of goods and services
2. Students acquire knowledge and skills in decision-making regarding the variables available to marketing and sales managers to achieve marketing objectives in the short and long term.
3. Students take a proactive approach.
4. Students develop teamwork, leadership and negotiation skills.
5. Students develop argumentation and presentation skills.

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) (2013): 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.

Knowledge about identification, collection and interpretation of relevant information regarding topics of 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.
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 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.

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.
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 recommended that students work continuously on the subject throughout the course, keep theoretical concepts up to date and get involved in the debate of the topics and cases. In addition, communication with the teacher through personal tutorials is convenient.

Behavior in the classroom
This is a business management course that must be taken professionally. Students will not be allowed to arrive late or leave early without the prior permission of the teacher, nor, while in the classroom, read the newspaper or carry out homework from other subjects. Students should not talk in the classroom about topics unrelated to the subject; All students should be able to hear their classmates' questions and hear what the teacher is saying.
Students must turn off mobile phones when entering class. All iPod™ and other similar devices must be turned off and put away.
Behaviors that show a lack of respect towards teachers and/or classmates will be sanctioned.