Fundamental of Marketing

The proposed program tries to get students to acquire a set of introductory and general notions about marketing. Specifically, the objectives pursued can be summarized in the following points:
- Basic marketing concepts and environment that conditions its management.
- Market knowledge and identification and evaluation of segments

UNIT 1: THE MARKETING DIMENSION
UNIT 2: MARKETING MANAGEMENT
UNIT 3: COMPETITION ANALYSIS
UNIT 4: MANAGEMENT OF MARKETING INFORMATION
UNIT 5: CONSUMER´S BEHAVIOUR
UNIT 6: SEGMENTATION AND POSITIONING

Basic:
- Armstrong, G.; Kotler, P. Merino, M.J.; Pintado, T.; Juan, J.M. (2011). Introducción al marketing, 3ª ed. Pearson.
- Santesmases Mestre, M. (2018). Fundamentos de marketing, 1ª ed. Pirámide (e-book)


Complementary:
- Munuera, J.L.; Rodríguez A.I. (2012). Estrategias de marketing: un enfoque basado en el proceso de dirección", ESIC.
- Kotler, P.; Armstrong, G. (2017). Fundamentos de marketing, 13e, Pearson (e-book)
-Kerin R.A. (2018). Marketing. 13ª ed. Mc Graw Hill (e-book)
- Casos de dirección de marketing (2005). Coord: González y Alén. Ed. Pearson
- Jobber, D.; Fahy, J. (2007). Fundamentos de marketing. Mc Graw Hill.
- Santesmases, M. (2012). “Marketing. Conceptos y estrategias”. 4ª ed. Ed. Pirámide. (e-book)

BASIC AND GENERAL:
CB1 - That the 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 often found at a level which, while supported by advanced textbooks, also includes some aspects that imply knowledge from the vanguard of its field of study
CB2 - That the students know how to apply their knowledge to their work or vocation in a professional way and have the Competencies that are often demonstrated through the elaboration and defense of arguments and the resolution of problems withinyour 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 specialized
CB5 - Students have developed those learning skills necessary to undertake further 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 elaboration of judgments and proposals the pertinent 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, making use of both verbal and written language and the means and techniques of representation of relationships and presentation of data that Are used in the discipline.

SPECIFIC
B3 - Policy and commercial strategy decisions: marketing mix, price policies, distribution, promotion and product
D3 - Write from the relevant information records the situation and foreseeable evolution of a company

CROSS-DISCIPLINARY SKILLS
CT1 - Analysis and synthesis
CT3 - Oral and written communication
CT4 - management of marketing information
CT10-Teamwork

The theoretical classes will be taught in person according to the schedule programmed by the center. The computer and the projector cannon will be used as main supports of the subject, 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 on the Virtual Campus.

The interactive sessions will be taught in person according to the schedule programmed by the center. In these face-to-face classes, students will try to apply the theoretical concepts. For this, practical business cases will be analyzed, readings of texts and articles will be commented/debated, as well as other issues presented by the professor, with group activities taking on special importance. the professor can also propose elaboración of complementary work related to the subject.

The tutorials for querying doubts will be face-to-face, and some may be carried out virtually through the different tools and platforms authorized by the USC.

1) Final test on content: 60% of the grade. 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 works 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 relationship of the different evaluable activities throughout the course, their weighting, and how they will be monitored will be indicated in the teaching guide for the subject that will be published in the virtual classroom at the beginning of the course.

To add the score of the content test and 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 grade the sum of both scores must be equal to or greater than 5 to pass the subject. When the student does not reach the minimum score necessary to pass the final exam, they will be graded with the grade obtained solely for participation in the interactive sessions.

This assessment will be applied in June and July. The score obtained in the continuous evaluation (40%) will be maintained in July. The students those who do not obtain any score linked to the activities carried out in the classes will only be able to obtain a maximum of 6 points, having to obtain a grade of 5 out of 6 points to pass the subject.

Competency assessment:
Continuous evaluation: CB1, CB2, CB3, CB4, CB5, CG3, D3, CT1, CT3, CT10
Final test: CB1, CB2, CB3, CB4, CB5, CG4, B3, CT1, CT3, CT4

Following the Instruction Nº 1/2017 of Secretaría Xeral, students who are exempt from attendance in certain situations will be evaluated with a specific face-to-face test (100%). Exemption from attendance must be authorized in advance by the university. Students in this situation should contact the subject coordinator.

In cases of fraudulent performance of exercises or tests, the provisions of the “Regulations for evaluating student academic performance and reviewing grades” will apply.

It is advisable to complement the classes with the help of the textbooks recommended in the program as well as with the preparation of the proposed works. The classes focus on participation and discussion; thus, a good disposition of the student in this regard is of great importance.

The recommended time for passing the subject is as follows:

- Hours of face-to-face work in the classroom (expository, interactive, tutorials and exam): 60.

- Hours of autonomous work (autonomous study and preparation of activities): 90.

In this way, the activities involved in the learning, development and study of the subject during the course, as well as the different evaluation tests, involve a total of 150 hours of dedication by the student.

Students are advised to work on the course throughout the semester and to keep the theoretical concepts up to date. This will enable them to apply these concepts appropriately in the practical cases, text discussions and exercises proposed.