Teaching plan for the course unit

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General information

 

Course unit name: Commercial Distribution

Course unit code: 363693

Academic year: 2025-2026

Coordinator: Esteban Zuluaga Quintana

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
 

-  Group tutorial

Face-to-face

  

15
 

-  Problem-solving class

Face-to-face

  

15

Supervised project

30

Independent learning

60

 

 

Learning objectives

 

Referring to knowledge

  • Understand the characteristics and operation of the different distribution channels available to the head of marketing, both physical outlets and those without a point of sale.
  • Understand how these channels contribute to an organisation’s distribution strategy.
  • Identify the key elements in designing a manufacturer’s distribution strategy.
  • Master marketing applications at the point of sale.

 

Referring to abilities, skills

  • Learn how to design distribution strategies for a manufacturing firm.
  • Learn how to apply marketing strategies and policies within a retail business.

 

Referring to attitudes, values and norms

  • Foster attitudes consistent with the legal, ethical and deontological principles of social responsibility as applied to distribution as well as with the principles of fair trade.

 

 

Teaching blocks

 

1. Introduction to commercial distribution

2. Intermediaries in commercial distribution

3. Manufacturer’s distribution strategies

4. Wholesale distribution

5. Retail distribution, with and without physical premises

6. Retail marketing

7. Market research applied to commercial distribution

8. Online distribution

 

 

Official assessment of learning outcomes

 

Students can opt for one of two modes of assessment: continuous or single.

Continuous assessment requires active engagement with the course throughout the semester and the completion of several tasks. It includes a practical group assignment with scheduled partial submissions, individual or group exercises as assigned, and an individual multiple-choice exam.

The final grade for the subject is calculated as the weighted average of the following activities:

  • Final assignment in pairs: 40%.
  • Assigned exercises in pairs: 20%.
  • Individual multiple-choice examination: 40%.


Students who do not hand in the final assignment by the specified deadline have to opt for the single mode of assessment.

Repeat assessment consists of a multiple-choice exam with the same format as that used in continuous assessment. This exam accounts for 100% of the final grade.

 

Examination-based assessment

Single assessment consists of a multiple-choice exam.

 

 

Reading and study resources

Check availability in Cercabib

Book

APARICIO, Gloria.; ZORRILLA, Pilar. (Coord.) Distribución comercial en la era omnicanal. Madrid: Pirámide 2015

Catāleg UB  Enllaç

KOTLER, Philip. [et al.] Dirección de Marketing. Madrid: Pearson educación, 2012

Catāleg UB  Enllaç

LAMBIN, Jean-Jacques. Marketing estratégico. Madrid: ESIC, 2003

Catāleg UB  Enllaç

MOLINILLO JIMÉNEZ, Sebastián. (Coord) .Distribución comercial aplicada. 2ª ed. Madrid: ESIC 2014

Catāleg UB  Enllaç

M.Cebrián. (2025). Estimada Clientela. El Ojo del Tiempo Siruela

Catāleg UB  Enllaç

Web page

Asociación Española de Centros y Parques Comercials [en línea]. Madrid [Consulta: 15 de juny de 2017]. Disponible a: www.aedecc.com 

Asociación Española de Cofificación Comercial [en línea]. Barcelona [Consulta: 15 de juny de 2017]. Disponible a: www.aecoc.es

Asocación Nacional de Grandes Empresas de Distribución [en línea]. Madrid [Consulta: 15 de juny de 2017]. Disponible a: http://www.anged.es

Tormo Franquicias Consulting [en línea]. Madrid [Consulta: 15 de juny de 2017]. Disponible a: http://tormofranquicias.es/

Organización mundial del comercio [en línea]. Ginebra, Suiza [Consulta 15 de juny de 2017]. Disponible a: www.wto.org

Asociación Nacional de Centrales de Compras y Servicios. [en línea]. Barcelona [Consulta: 15 de juny de 2017]. Disponible a:  www.anceco.com