Identifying Data 2019/20
Subject (*) Introduction to Marketing Code 611G02015
Study programme
Grao en Administración e Dirección de Empresas
Descriptors Cycle Period Year Type Credits
Graduate 1st four-month period
Second Obligatory 6
Language
Spanish
English
Teaching method Face-to-face
Prerequisites
Department Economía
Empresa
Coordinador
Martinez Fernandez, Valentin
E-mail
valentin.martinez@udc.es
Lecturers
Calvo Porral, Cristina
Losada López, José María
Martinez Fernandez, Valentin
Membiela Pollán, Matías Enrique
Rodríguez Vázquez, Clide
Sánchez Amboage, Eva
E-mail
cristina.calvo@udc.es
jose.maria.losada@udc.es
valentin.martinez@udc.es
matias.membiela@udc.es
c.rodriguezv@udc.es
eva.sanchez.amboage@udc.es
Web
General description O obxectivo desta materia é aplicar os fundamentos do márketing a casos reais de empresas
Contingency plan

Study programme competencies
Code Study programme competences
A1 Manage an enterprise or small organization, understanding their competitive and institutional position and identifying their strengths and weaknesses
A2 Integrate in any functional area of micro-firms or SMEs and perform fluently any management task commissioned
A3 Evaluate and foreseeing, from relevant data, the development of a company.
A4 Elaborate advisory reports on specific situations of companies and markets
A5 Write projects about specific functional areas (e.g. management, marketing, financial) of the company
A6 Identify the relevant sources of economic information and to interpret the content.
A8 Derive, based on from basic information, relevant data unrecognizable by non-professionals.
A9 Use frequently the information and communication technology (ICT) throughout their professional activity.
A11 To analyze the problems of the firm based on management technical tools and professional criteria
A12 Communicate fluently in their environment and work by teams
B1 CB1-The students must demonstrate knowledge and understanding in a field of study that part of the basis of general secondary education, although it is supported by advanced textbooks, and also includes some aspects that imply knowledge of the forefront of their field of study
B2 CB2 - The students can apply their knowledge to their work or vocation in a professional way and have competences typically demostrated by means of the elaboration and defense of arguments and solving problems within their area of work
B3 CB3- The students have the ability to gather and interpret relevant data (usually within their field of study) to issue evaluations that include reflection on relevant social, scientific or ethical
B4 CB4-Communicate information, ideas, problems and solutions to an audience both skilled and unskilled
B5 CB5-Develop skills needed to undertake further studies learning with a high degree of autonomy
B6 CG1-Perform duties of management, advice and evaluation in business organizations
B7 CG2-Know how to use the concepts and techniques used in the various functional areas of the company and understand the relationships between them and with the overall objectives of the organization
B8 CG3- Know how to make decisions, and, in general, assume leadership roles.
B9 CG4-Learn to identify and anticipate opportunities, allocate resources, organize information, select and motivate people, make decisions under conditions of - uncertainty, achieve the proposed objectives and evaluate results
B10 CG5-Respect the fundamental and equal rights for men and women, promoting respect of human rights and the principles of equal opportunities, non-discrimination and universal accessibility for people with disabilities.
C1 Express correctly, both orally and in writing, in the official languages of the autonomous region
C4 To be trained for the exercise of citizenship open, educated, critical, committed, democratic, capable of analyzing reality and diagnose problems, formulate and implement knowledge-based solutions oriented to the common good
C5 Understand the importance of entrepreneurial culture and know the means and resources available to entrepreneurs
C6 Assess critically the knowledge, technology and information available to solve the problems and take valuable decisions
C7 Assume as professionals and citizens the importance of learning throughout life.
C8 Assess the importance of research, innovation and technological development in the economic and cultural progress of society.

Learning aims
Learning outcomes Study programme competences
To manage a business or small organization To know to diagnose both external (opportunities / threats) as the company's internal (strengths and weaknesses). A1
B1
B2
To communicate fluently in their environment and teamwork. To understand the importance of entrepreneurial culture and know the means available to the entrepreneurs. A2
A8
A11
A12
B8
B9
B10
C5
C7
To know coaching issuing reports on specific situation of companies and markets. To Identify as relevant economic information sources and its content A3
A4
A5
A6
A9
B3
B4
C1
C4
To design and implement a marketing plan A4
A5
A6
B5
B6
B7
C6
C8

Contents
Topic Sub-topic
PART I. INTRODUCTION
LESSON 1. MARKETING INTRODUCTION
PART II. STRATEGIC DIAGNOSIS AND MARKET RESEARCH LESSON 2. BUSINESS ENVIRONMENT ANALYSIS AND COMPETITION
LESSON 3. CONSUMER BEHAVIOR
LESSON 4. MARKET SEGMENTATION AND POSITIONING
LESSON 5. MARKET RESEARCH (tutorial job)
LESSON 6. MARKETING STRATEGIES
PART III. MARKETING-MIX VARIABLES LESSON 6. THE ROLE OF MARKETING STRATEGY
LESSON 7. THE PRODUCT AND BRAND
LESSON 8. THE PRICE
LESSON 9. COMMERCIAL DISTRIBUTION
LESSON 10. BUSINESS COMMUNICATION

Planning
Methodologies / tests Competencies Ordinary class hours Student’s personal work hours Total hours
Guest lecture / keynote speech A1 A2 A3 A5 A12 B1 B2 B3 B4 B5 C6 C7 C8 17 51 68
Workbook A6 A8 A11 12 18 30
Oral presentation A4 A9 B6 B7 B8 B9 13 19.5 32.5
Events academic / information B10 C1 C4 C5 5 0 5
Multiple-choice questions A1 0.5 10 10.5
 
Personalized attention 4 0 4
 
(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies
Methodologies Description
Guest lecture / keynote speech Explanation of the contents that make up the theoretical framework of matter by oral exposure, led to the use of presentations, through media and with the introduction of issues aimed at students in order to promote their learning. Regular attendance in class will be assessed to the grade for the course.
Workbook A case study will be provided to each group shall solving throughout the academic year. It will monitor the work according to a plan of tutorials. The group will make a presentation at the end of the course and resolve questions put to them about the same (see following methodology)
Oral presentation The group of students designed by the professor should make an oral presentation of the corresponding marketing case and/or the complementary activities, as well as answer the questions raised to the group members
Events academic / information Students can assist to conferences, seminars in order to know real market cases. These activities will be organised by the teachers of the area of Marketing.
Multiple-choice questions Multiple choice test. Each question answered wrong reduces the final score of the test (three questions with a wrong answer, would remove one right answer), and students are not allowed to leave questions with no answer.

Personalized attention
Methodologies
Oral presentation
Guest lecture / keynote speech
Workbook
Description



Case stuty and oral presentation: The members of the team must deffend the case study in the two last weeks of the semester.

Also, if you have any questions concerning the material discussed in class, you can consult with the teacher in his office or schedule another time to answer questions and facilitate the monitoring of student

Assessment
Methodologies Competencies Description Qualification
Multiple-choice questions A1 Multiple choice test exam (provided four options for each question). This multiple choice test does require a minimum or threshold puntuation in order to approve the course. Independently of the final score in the test exam, if the student did not reach the minimun punctuation of 5 out of 10, the course would be considered as not approved.

Class attendance will give an extra 0,5 points punctuation on the final score, provided that the student reaches the threshold of 4,5 point out of 10, as long as the student does not have two absences from theoretical classes, plus two absences in practical classes.
In the case that the student fails the test exam; and in turn, the course is not approved, the final grade would be calculated as the punctuation in the test weighted to the 60%

60
Workbook A6 A8 A11 The working group should make a presentation of the Case Study and solve questions/exercise made in class.

The posibility to make the deffense will depend on the final number of small working groups.





40
 
Assessment comments

In the development of the practical part will be assessed:

  •  Application of theoretical foundations.
  •  Quality of presentation.
  •  Accuracy, clarity of presentation and quality of responses.
  •  Waves used primary and secondary sources. 
  •  Literature review

Evaluation in the July option. The evaluation criteria used in the first option applies also in the July option.


Sources of information
Basic Santesmases, M. (2011). Fundamentals of Marketing. Pirámide, Madrid
Kerin, Roger A., Hartley, Steven W. (2016). Marketing. Mc Graw-Hill, 13ª ed.
Grewal, Dhruv (2018). Marketing. McGraw-Hill Education
Santesmases, M. (2012). Marketing. Conceptos y Estrategias. Pirámide, Madrid. 6ª ed.
Armstrong, Gary, Kotler, Phillip (2018). Principios de Marketing. Pearson, 17ª ed.

Complementary


Recommendations
Subjects that it is recommended to have taken before
Business Economics: Management and Organisation/611G02008

Subjects that are recommended to be taken simultaneously
Strategic Management and Business Policy I/611G02025

Subjects that continue the syllabus
Market Research/611G02024
Commercial Distribution/611G02030
Bussiness Management/611G02035

Other comments



(*)The teaching guide is the document in which the URV publishes the information about all its courses. It is a public document and cannot be modified. Only in exceptional cases can it be revised by the competent agent or duly revised so that it is in line with current legislation.