A) ASSESSMENT RULES:

1. Conditions of assessment: access to the exam room with a decal device that allows external communication and/or storage of information is prohibited.

2. Identification of the student: the student must prove his or her identity according to current regulations.

B) TYPES OF DEGREES:

1. Qualification not presented: corresponds to the student, when he only participates in assessment activities that have a weight less than 20% of the final qualification, regardless of the qualification obtained.

2. Students with part-time dedication recognition and academic exemption from attendance exemption: or students with part-time dedication recognition, even if they are exempt from attendance, will be validated under the same criteria as those of full-time.

C) EVALUATION OPPORTUNITIES:

1. First opportunity: the evaluation criteria previously indicated in this section will be applied.

2. Second opportunity: the evaluation criteria are the same for all evaluation opportunities (if this is the case). The evaluation criteria used in the first option will also be applied in the July option. In addition, if the student does not do the group work on the first opportunity, on the second opportunity she must do individual or group work. The characteristics will be the same as in the first opportunity.

3. Early call: in the early call it is possible to recover the points of the continuous evaluation (problem solving, short answer tests, interventions during the master sessions) through additional questions to the final objective test.

C) ASSESSMENT OPPORTUNITIES:

1. First opportunity: the evaluation criteria previously mentioned in this section will be applied.

2. Second opportunity: the assessment criteria are the same for all assessment opportunities (if applicable). The evaluation criteria used in the first option will also be applied in the case. Furthermore, if the student does not do group work on the first opportunity, on the second opportunity he or she must do individual or group work. The characteristics will be the same as at the first opportunity.

3. Advanced call: in the advanced call it is possible to recover the points for continuous assessment (problem solving, short answer tests, interventions during maxistrais classes) through complementary questions to the final objective test.

D) OTHER NOTES FOR ASSESSMENT:

If the supervised work is not approved and, therefore, if the subject is not passed, the final qualification that will appear in the corresponding record will be obtained in this block.

If you do not pass the multiple response test and, therefore, if you do not pass the subject, the final qualification that will appear in the corresponding record will be obtained in this block.

If you do not achieve 5 in any of the two parts, and therefore do not pass the subject, the final grade that will appear in the record will be the average of both blocks (tutored work and multiple response test).

The development of the practical part will be valued in the following way:

-To apply two theoretical foundations.

-A originality of two jobs.

-The quality of the oral presentation in the classroom

-Precision, clarity of presentation and quality of answers to the teacher's questions

. The sources used in preparing the work

The fraudulent performance of tests or assessment activities will directly imply the qualification, once published as a '0' failure in the matter in the corresponding call, leaving the qualification obtained in all the assessment activities of the extraordinary call without effect.

D) OUTRAS OBSERVACIÓNS DA AVALIACIÓN:

No caso de Non ter aprobados os traballos tutelados e, polo tanto, de Non superar a materia, a cualificación final que constará na correspondente acta será a obtida neste bloque.

No caso de Non ter superado a proba de resposta múltiple e, polo tanto, de Non superar a materia, a cualificación final que constará na correspondente acta será a obtida neste bloque.

No caso de Non acadar 5 en ningunha das dúas partes, e polo tanto Non superar a asignatura, a nota final que constará na acta será a media de ambos bloques (traballos tutelados e proba de resposta múltiple).

No desenvolvemento da parte práctica valorarase:

-A aplicación dos fundamentos teóricos.

-A orixinalidade dos traballos.

-A calidade da presentación oral na aula

-Precisión, claridade da presentación e a calidade das respostas ás preguntas do profesor

As fontes utilizadas na preparación do traballo

A realización fraudulenta das probas ou actividades de avaliación implicará directamente a cualificación, unha vez publicada de suspenso '0' na materia na correspondente convocatoria, quedando sen efecto calquera cualificación obtida en todas as actividades de avaliación da convocatoria extraordinaria.

Learning outcomes	Study programme competences / results
Comprender a importancia do marketing como área de coñecemento das ciencias sociais e a súa relevancia para outras disciplinas propias do ámbito da economía	A1 A2 A8 A11	B1 B2
Entender a importancia do marketing como área funcional da empresa e a súa relación co resto de áreas estratéxicas e operativas da organización, así como do seu obxectivo e funcións, ao obxecto de comprender o seu papel na Economía	A12 A13	B7 B8 B9	C5 C7
Analizar a contorna, a competencia e igualmente o comportamento do consumidor como elementos que han de ser considerados polo márketing para a toma de decisións tanto estratéxicas como operativas.	A3 A4 A5 A6 A9	B3 B4	C1 C4
Analizar os fundamentos da investigación comercial e das principais estratexias de comercialización de produtos e marcas.	A7
Comprender e analizar as variables do marketing-mix e o seu desenvolvemento operativo por parte das organizacións. Aproximación ao concepto de marketing on-line e as súas repercusións na comunicación empresarial actual. Ao tempo de penetrarse nas novas tendencias do marketing.	A4 A5 A6 A10	B5 B6	C6 C8

Topic	Sub-topic
PARTE I. MARKETING CONCEPT	LESSON 1. The concept of marketing and the marketing orientations
PARTE II. STRATEGIC MARKETING	LESSON 2. The economic and business environment and the competition LESSON 3. Consumer behavior LESSON 4. Positioning and market segmentation LESSON 5. Market research LESSON 6. Marketing strategies
PARTE III. OPERATIONAL MARKETING	LESSON 7. The product and the brand LESSON 8. The price and pricing strategies LESSON 9. The distribution LESSON 10. Business communication

Methodologies / tests	Competencies / Results	Teaching hours (in-person & virtual)	Student’s personal work hours	Total hours
Guest lecture / keynote speech	A1 A3 A5 A8 A12 B2 B3 B4 B5 B7 B9 C6 C7 C8	17	51	68
Oral presentation	A4 A9 A13 B6 B8 C1	13	19.5	32.5
Supervised projects	A2 A6 A7 A10 A11 C1 C4 C5	13	18	31
Multiple-choice questions	B1	0.5	10	10.5

Personalized attention		8	0	8

(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies	Description
Guest lecture / keynote speech	Explanation of the contents of the theoretical program of the subject through oral presentation, guided with the use of presentations and slides and through audiovisual means. Students will not receive the theoretical materials presented in class
Oral presentation	The group designated by the professor will have to present the corresponding reading and/or practical case work in the practical class, as well as answer the questions that they present to its members
Supervised projects	Students will be provided with readings and practical cases based on the different topics, as a complement to the theoretical training. Students will have to work in groups and solve questions that the teacher asks about the practical cases when they present them in the classroom.
Multiple-choice questions	Test de resposta múltiple individual. Cada pregunta mal contestada penaliza a cualificación da proba (tres preguntas mal contestadas contrarrestan unha correcta).

Methodologies	Competencies / Results	Description	Qualification
Supervised projects	A2 A6 A7 A10 A11 C1 C4 C5	Practical work related to the theoretical content explained in class. These are practical works to apply theoretical knowledge on each topic. These works must be carried out by the students in groups for presentation in the classroom. In this block a minimum is established to be able to pass the subject. Regardless of the grade obtained in the multiple-choice theoretical test, a minimum score of 5 points out of 10 must be obtained in this block of practical work for the subject to be considered passed.	50
Multiple-choice questions	B1	Multiple choice multiple choice questions (four options). The multiple-choice test establishes a minimum to pass the subject. Regardless of the grade achieved in the practical part, a minimum score of 5 points out of 10 must be obtained in the multiple choice test, for the subject to be considered passed. Class attendance will grant 0.5 additional points on the multiple-choice test grade, as long as the grade is a minimum of 4.5 points out of 10. The multiple response test will be taken on the date established in the official academic calendar.	50

Assessment comments
A) ASSESSMENT RULES: 1. Conditions of assessment: access to the exam room with a decal device that allows external communication and/or storage of information is prohibited. 2. Identification of the student: the student must prove his or her identity according to current regulations. B) TYPES OF DEGREES: 1. Qualification not presented: corresponds to the student, when he only participates in assessment activities that have a weight less than 20% of the final qualification, regardless of the qualification obtained. 2. Students with part-time dedication recognition and academic exemption from attendance exemption: or students with part-time dedication recognition, even if they are exempt from attendance, will be validated under the same criteria as those of full-time. C) EVALUATION OPPORTUNITIES: 1. First opportunity: the evaluation criteria previously indicated in this section will be applied. 2. Second opportunity: the evaluation criteria are the same for all evaluation opportunities (if this is the case). The evaluation criteria used in the first option will also be applied in the July option. In addition, if the student does not do the group work on the first opportunity, on the second opportunity she must do individual or group work. The characteristics will be the same as in the first opportunity. 3. Early call: in the early call it is possible to recover the points of the continuous evaluation (problem solving, short answer tests, interventions during the master sessions) through additional questions to the final objective test. C) ASSESSMENT OPPORTUNITIES: 1. First opportunity: the evaluation criteria previously mentioned in this section will be applied. 2. Second opportunity: the assessment criteria are the same for all assessment opportunities (if applicable). The evaluation criteria used in the first option will also be applied in the case. Furthermore, if the student does not do group work on the first opportunity, on the second opportunity he or she must do individual or group work. The characteristics will be the same as at the first opportunity. 3. Advanced call: in the advanced call it is possible to recover the points for continuous assessment (problem solving, short answer tests, interventions during maxistrais classes) through complementary questions to the final objective test. D) OTHER NOTES FOR ASSESSMENT: If the supervised work is not approved and, therefore, if the subject is not passed, the final qualification that will appear in the corresponding record will be obtained in this block. If you do not pass the multiple response test and, therefore, if you do not pass the subject, the final qualification that will appear in the corresponding record will be obtained in this block. If you do not achieve 5 in any of the two parts, and therefore do not pass the subject, the final grade that will appear in the record will be the average of both blocks (tutored work and multiple response test). The development of the practical part will be valued in the following way: -To apply two theoretical foundations. -A originality of two jobs. -The quality of the oral presentation in the classroom -Precision, clarity of presentation and quality of answers to the teacher's questions . The sources used in preparing the work The fraudulent performance of tests or assessment activities will directly imply the qualification, once published as a '0' failure in the matter in the corresponding call, leaving the qualification obtained in all the assessment activities of the extraordinary call without effect. D) OUTRAS OBSERVACIÓNS DA AVALIACIÓN: No caso de Non ter aprobados os traballos tutelados e, polo tanto, de Non superar a materia, a cualificación final que constará na correspondente acta será a obtida neste bloque. No caso de Non ter superado a proba de resposta múltiple e, polo tanto, de Non superar a materia, a cualificación final que constará na correspondente acta será a obtida neste bloque. No caso de Non acadar 5 en ningunha das dúas partes, e polo tanto Non superar a asignatura, a nota final que constará na acta será a media de ambos bloques (traballos tutelados e proba de resposta múltiple). No desenvolvemento da parte práctica valorarase: -A aplicación dos fundamentos teóricos. -A orixinalidade dos traballos. -A calidade da presentación oral na aula -Precisión, claridade da presentación e a calidade das respostas ás preguntas do profesor As fontes utilizadas na preparación do traballo A realización fraudulenta das probas ou actividades de avaliación implicará directamente a cualificación, unha vez publicada de suspenso '0' na materia na correspondente convocatoria, quedando sen efecto calquera cualificación obtida en todas as actividades de avaliación da convocatoria extraordinaria.

Basic	Santesmases, M. (2012). Marketing. Conceptos y Estrategias. Pirámide, Madrid, 6ª ed. Kotler, Phillip & Armstrong, Gary, (2018). Principios de Marketing. Perason Kotler, Phillip, & Armstrong, G. (2021). Principles of Marketing. Pearson Calvo-Porral, C & Stanton, J.L. (2017). Principles of Marketing. ESIC

Complementary