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. In addition, if the student does not do the group work in the first opportunity, in the second opportunity they must do an applied individual work on an aspect related to the subject.

Evaluation observations

1. Not presented grade: Corresponds to the student, when they only participate in assessment activities that have a weight of less than 20% of the final grade, regardless of the grade achieved.

2. Second opportunity and advanced call: The evaluation criteria are the same for all evaluation opportunities. In the advanced call it is possible to retrieve the points of the continuous evaluation (problem solving, short answer tests, interventions during the master sessions) by means of additional questions to the final objective test.

3. Students with recognition of part-time dedication and academic waiver of attendance exemption: Except for the dates approved by the Faculty Board for the final objective test, for the other tests a specific calendar of compatible dates will be agreed at the beginning of the course with your dedication.

4. On final evaluation conditions: It is prohibited to access the exam room with any device that allows communication with the outside and / or storage of information.

5. Student identification: The student must prove his personality in accordance with current regulations.

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

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

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	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.
Workbook	Texts and readings will be provided to the students and the execution of practical works based on bibliographic analysis of the different topics will be requested, the purpose of which will be to complement the master class; and it will be necessary to work in group to solve the questions that are formulated.
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.

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. In the event that the test is not passed and, therefore, the subject is not passed, the final grade that will appear in the corresponding report will be that achieved in said test and weighted 40%.	40
Workbook	A6 A8 A11	Readings and / or Practical Works supported by bibliographic analysis, Complementary Activities and Oral Presentation (60%) All groups must send the teachers the analyzed readings and / or works from the Complementary Activities carried out prior to the exhibition. Regardless of the grade reached in the multiple-choice test, if a minimum score of 5 points out of 10 was not achieved in the Readings / Practical Works, the subject will be considered as not passed.	60

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. In addition, if the student does not do the group work in the first opportunity, in the second opportunity they must do an applied individual work on an aspect related to the subject. Evaluation observations 1. Not presented grade: Corresponds to the student, when they only participate in assessment activities that have a weight of less than 20% of the final grade, regardless of the grade achieved. 2. Second opportunity and advanced call: The evaluation criteria are the same for all evaluation opportunities. In the advanced call it is possible to retrieve the points of the continuous evaluation (problem solving, short answer tests, interventions during the master sessions) by means of additional questions to the final objective test. 3. Students with recognition of part-time dedication and academic waiver of attendance exemption: Except for the dates approved by the Faculty Board for the final objective test, for the other tests a specific calendar of compatible dates will be agreed at the beginning of the course with your dedication. 4. On final evaluation conditions: It is prohibited to access the exam room with any device that allows communication with the outside and / or storage of information. 5. Student identification: The student must prove his personality in accordance with current regulations.

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.

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