Teaching plan for the course unit

 

 
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General information

 

Course unit name: Principles of Marketing

Course unit code: 363660

Academic year: 2025-2026

Coordinator: Jaime Gil Lafuente

Department: Department of Business

Credits: 6

Single program: S

 

 

Estimated learning time

Total number of hours 150

 

Face-to-face and/or online activities

60
 

-  Lecture with practical component

Face-to-face

  

30
 

-  Problem-solving class

Face-to-face

  

30

Supervised project

40

Independent learning

50

 

 

Recommendations

 

It is strictly forbidden for students to have a mobile device turned on or placed on the table during classes unless they have the express permission of the lecturer.


Further recommendations

Students may not use any other type of mobile device in class to ensure the proper acquisition of knowledge.

 

 

Competences / Learning outcomes to be gained during study

 

   -

Capacity for learning and responsibility (capacity for analysis and synthesis, to adopt global perspectives and to apply the knowledge acquired/capacity to take decisions and adapt to new situations).
   -

To design, manage and create viable and feasible business projects, according to the type of organization.
   -

To analyse business organizations and their environment to identify key aspects.

Learning objectives

 

Referring to knowledge

  • Understand the marketing activities of companies and institutions in relation to their environment.
  • Learn the basic principles of marketing and their applications in modern businesses.
  • Identify the key variables that are used to design marketing plans for businesses.
  • Identify the fundamental concepts involved in business marketing activities.
  • Understand and analyse the environment and the demand.
  • Find, select and analyse business information from different sources to resolve specific cases and problems; identify the information sources and data required to analyse particular subject matter.
  • Develop the capacity for teamwork and communication, discussion, negotiation and interaction with other people and decision-making in situations with different degrees of access to information, and to encourage attitudes that stimulate professional activity, critical thinking, and creative and proactive capacities.

 

 

Teaching blocks

 

1. Fundamental concepts of marketing

*  Objectives:
— Understand the basic concepts of marketing.
— Understand the modern definition of marketing.
— Understand the role of marketing within a business organization.
— Differentiate the use of marketing in different sectors.

Content:

1.1. Marketing as a discipline and management philosophy

1.2. Basic concepts in marketing

1.2.1. Need, desire, demand
1.2.2. Exchange
1.2.3. Segmentation, target public and positioning

1.3. Marketing directions

1.4. Business marketing and the economic system

1.5. Sectorial marketing: industry, services, not-for-profit and international

2. Market analysis

*  Objectives:
— Understand the influences of the economic environment on commercial activity.
— Understand and interpret relationships in the market and the processes behind consumer purchasing decisions.
— Understand the different types of markets and the theories of market segmentation.
— Understand the main methods of demand forecasting.
— Understand the internal and external influences that act on the purchase processes of individual consumers and organizations.

Content:

2.1. Analysis of the microenvironment

2.1.1. Company
2.1.2. Suppliers
2.1.3. Intermediaries
2.1.4. Clients
2.1.5. Competitors
2.1.6. Public
2.1.7. Institutions

2.2. Analysis of the macroenvironment (PESTLE analysis)

2.2.1. Political factors
2.2.2. Economic factors
2.2.3. Sociocultural factors
2.2.4. Technological factors
2.2.5. Environmental factors
2.2.6. Legal factors

2.3. The market

2.3.1. Concept
2.3.2. Classification
2.3.3. Determinants of market attractiveness

2.4. Demand

2.4.1. Analysis of demand
2.4.2. Forecast methods

2.5. Competition

2.5.1. Identifying competition (Porter’s extended rivalry model)
2.5.2. Determining factors of competitive intensity
2.5.3. Competitive situations

2.6. Consumer’s behaviour

2.6.1. Study of consumer’s behaviour (economic, psychosocial and modelization)
2.6.2. Internal and external factors affecting consumer’s behaviour
2.6.3. Purchase decision process
2.6.4. Purchases in organizations

3. Marketing mix

*  Objectives:
— Understand the different marketing instruments, their characteristics and methods of use.
— Understand the basic concepts of product policy (identification, differentiation, positioning and life cycle) and its application in different commercial situations.
— Understand the basic concepts of product pricing and its application in different commercial situations.
— Understand the basic structure of the commercial distribution system, the characteristics of different agents and different modes of distribution.
— Understand the different communication tools available to businesses and their combined use in a communication mix.

Content:

3.1. The product

3.1.1. Definition of products and their dimensions
3.1.2. Classification of products: consumption and industrial
3.1.3. New product development process
3.1.4. Product life cycle
3.1.5. Adoption and diffusion process
3.1.6. Product identity and branding

3.2. Pricing

3.2.1. Importance of price
3.2.2. Conditioning factors in price fixing
3.2.3. Analysis of price policies
3.2.4. Price fixing process
3.2.5. Price fixing methods
3.2.6. Alternatives to price fluctuation

3.3. Distribution

3.3.1. Importance of distribution
3.3.2. Functions of distribution
3.3.3. Analysis of distribution channels
3.3.4. Length of distribution channel
3.3.4.1. Types of intermediaries
3.3.4.2. Determining factors of length of distribution channel
3.3.5. Distribution modes
3.3.6. Logistics

3.4. Marketing communication

3.4.1. Process of marketing communication
3.4.2. Communication objectives
3.4.3. Marketing communication channels and media
3.4.4. Marketing communication mix
3.4.4.1. Advertising
3.4.4.2. Personal sales (sales forces)
3.4.4.3. Public relations
3.4.4.4. Direct marketing
3.4.4.5. Sales promotions
3.4.4.6. Merchandising
3.4.4.7. Fairs and exhibitions

 

 

Teaching methods and general organization

 

The teaching methodology combines face-to-face theory sessions in which the theoretical content of the course is presented, with practical examples and illustrative case studies. It also includes problem-solving exercises that help to consolidate the different concepts introduced.

There are also blended-learning sessions devoted to the practical part of the course and the tutoring of assignments.

Important note: it is strictly forbidden for students to have a mobile device turned on or placed on the table during classes unless they have the express permission of the lecturer. Students are also recommended to not use any other type of mobile device during teaching and learning hours to ensure the proper acquisition of knowledge and concentration.

 

 

Official assessment of learning outcomes

 

Continuous assessment consists of:

— Two compulsory practical exercises, completed throughout the course.

  • The first one is individual and is assessed through 30 multiple-choice questions*, worth 30% of the final grade.
  • The second exercise is done in groups and consists of the creation of a food product launch plan. This assignment must be handed in in writing, and all the members of the group must present and defend it orally.The mark obtained is worth 30% of the final grade.


— A final examination, on the official date set by the Academic Council, consisting of 40 multiple-choice questions*, which is worth the remaining 40% of the final grade. The examination is common to all morning groups and to all afternoon groups in the same semester.

* In all multiple-choice tests, incorrect answers incur a penalty of 25% of the score value of the question.

To pass the subject through continuous assessment, it is necessary to obtain a grade of at least 5 out of 10, resulting from the weighted average of the grades from the group assignment and the two partial tests, provided that at least one partial exam has been passed (with a minimum grade of 5 out of 10). In the case of failing both partial exams, the final grade that appears on the transcript is the average of both exams.

In order to be entered for continuous assessment, students must:
  • Attend at least 80% of the sessions.
  • Participate in assessed activities. Otherwise, the mark for the activities that have not been completed is 0.
  • Submit the group assignment by the deadline and present it orally. Otherwise, the mark for the assignment is 0.


Repeat assessment consists of a multiple-choice examination on the official date. It comprises 70 questions and the mark obtained in it is the final grade for the subject. The pass grade for this examination is 5 out of 10, taking into account penalties for incorrect answers (25% of the value of the question). This exam is the same for all groups in the same semester.

 

Examination-based assessment

Single assessment consists of a multiple-choice examination (on the official date) with 70 questions, which is worth 100% of the final grade. The pass grade for this examination is 5 out of 10, taking into account penalties for incorrect answers (25% of the value of the question). The examination is common to all morning groups and to all afternoon groups in the same semester.

Students who wish to be assessed under single assessment must submit a written request to this effect to the lecturer.

Repeat assessment consists of a multiple-choice examination on the official date. It comprises 70 questions and the mark obtained in it is the final grade for the subject. The pass grade for this examination is 5 out of 10, taking into account penalties for incorrect answers (25% of the value of the question). This exam is the same for all groups in the same semester.

 

 

Reading and study resources

Check availability in Cercabib

Book

KOTLER, Philip. Dirección de marketing.15ª ed.  Madrid: Pearson educación, 2016

  Basic guide to marketing.

Catāleg UB  Enllaç

SANTESMASES MESTRE, Miguel. Marketing : conceptos y estrategias. Madrid : Pirámide, 2012

Catāleg UB  Enllaç

KOTLER, PHILIP & ARMSTRONG, GARY. Introducción al marketing, 13ª ed. Pearson. Madrid, 2018

Catāleg UB  Enllaç
Catāleg UB. Versiķ en anglčs (2024)  Enllaç