| 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 | ||
| Emitir informes de asesoramento sobre situación concretas de empresas e mercados. Identificar as fontes de información económica relevante e o seu contido. | A1 A2 A4 A6 |
B1 B2 B3 |
C1 C4 |
| Xestionar e administrar una empresa ou organización de pequeño tamaño, entendendo a súa ubicación competitiva e institucional e identificando as súas fortalezas e debilidades. | A1 A6 A11 |
B7 B10 |
C4 C5 |
| Valorar criticamente o coñecemento, a tecnoloxía e a información dispoñible para resolver os problemas cos que deben enfrontarse. | A3 A5 A8 A9 |
B5 B9 |
C6 C7 |
| Comunicarse con fluidez no seu contorno e traballar en equipo. Entender a importancia da cultura emprendedora e coñecer os medios ao alcance das persoas emprendedoras. | A12 |
B4 B6 B8 |
C5 C8 |
| A4 |
B2 |
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| Contents |
| Topic | Sub-topic |
| TEMA 1. CONCEPTO E PLANIFICACIÓN DA INVESTIGACIÓN DE MERCADOS | CONCEPTO E CARACTERÍSTICAS SISTEMA DE APOIO ÁS DECISIÓNS DE MERCADOTECNIA PLANIFICACIÓN DA INVESTIGACIÓN DE MERCADOS MERCADOS E COMPETENCIA: CONCEPTOS BÁSICOS |
| TEMA 2. FONTES E TÉCNICAS DE INFORMACIÓN | FONTES DE INFORMACIÓN: CONCEPTO E CARÁCTERISTICAS CRITERIOS PARA CLASIFICAR FONTES DE INFORMACIÓN |
| TEMA 3. MÉTODOS CUALITATIVOS DE INVESTIGACIÓN COMERCIAL | DINÁMICA DE GRUPOS ENTREVISTA EN PROFUNDIDAD DELPHI PSEUDOCOMPRA OBSERVACIÓN TÉCNICAS PROYECTIVAS / CREATIVIDADE |
| TEMA 4. MÉTODOS CUANTITATIVOS DE INVESTIGACIÓN COMERCIAL | - CONCEPTO. CARACTERÍSTICAS. CLASES - BASES DE DATOS. SISTEMAS DE INFORMACIÓN GEOGRÁFICA - PANEIS: CONSUMIDORES-DETALLISTAS-AUDIENCIAS |
| TEMA 5. A ENQUISA | VANTAXES DERIVADAS DO USO DE ENQUISAS - CLASES DE ENQUISAS - DESEÑO DE CUESTIONARIOS - MEDICION E ESCALAS - A MOSTRAXE: CONCEPTOS BÁSICOS-DESEÑO MOSTRAL-PROCEDEMENTOS DE MOSTRAXE-TAMAÑO MOSTRAL - ANÁLISE DA INFORMACIÓN:TÉCNICAS DE ANALISIS UNIVARIANTE-BIVARIANTE-MULTIVARIANTE - PROTECCIÓN DE DATOS: CONCEPTOS BÁSICOS |
| TEMA 6. INFORME FINAL | ESTRUCTURA INFORME . PRESENTACIÓN ORAL |
| Planning | ||||
| Methodologies / tests | Competencies | Ordinary class hours | Student’s personal work hours | Total hours |
| Guest lecture / keynote speech | A1 A2 B1 B3 B6 B8 C5 C6 C7 C8 | 20 | 60 | 80 |
| Case study | A6 A8 A11 B4 B5 B7 | 8 | 16 | 24 |
| Research (Research project) | A3 A4 A5 A9 B9 B10 C4 | 10 | 20 | 30 |
| Oral presentation | A12 C1 | 5 | 5 | 10 |
| Long answer / essay questions | A4 A6 B2 | 2 | 0 | 2 |
| 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 | Explicación en clase dos diferentes temas con apoio de transparencias e medios audiovisuais |
| Case study | Resolución de varios casos prácticos individuais ou en grupo. Estas prácticas serán entregadas nos prazos fixados na aula e expostas oralmente se os profesores o consideran necesario |
| Research (Research project) | Estudo de mercado. O punto de partida, para cada un dos grupos, constitúeo a elección dun tema de investigación. O alumno/s establecerá un proceso de investigación sobre un acontecemento que considere importante a nivel empresarial, establecendo as fontes e o tipo de información necesarias, as análises estatísticas que se deben aplicar e, por último, expoñerá as súas conclusións. Neste sentido, (salvo proposta do propio grupo aceptada por profesores) o tema do traballo será asignado polo profesor e versará sobre calquera materia relacionada co ámbito social, económico, político, ambiental... |
| Oral presentation | Os casos prácticos e o traballo tutelado serán expostos polos alumnos/grupos que designen os profesores |
| Long answer / essay questions | Preguntas de breve desenvolvemento acerca dos contidos da materia. Pode ser necesario superar nota de corte nas probas de ensaio para superar a materia. |
| Personalized attention |
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| Assessment | |||
| Methodologies | Competencies | Description | Qualification |
| Research (Research project) | A3 A4 A5 A9 B9 B10 C4 | Durante o cuadrimestre os alumnos elaborarán un proxecto de investigación. Os traballos valoraranse atendendo a: .-Organización e traballo en equipo/individual durante o cuadrimestre - Presentación, estrutura, razoamento e creatividade -Documentación/bibliografía/outros recursos utilizados. -Especial atención ás conclusións e recomendacións. |
15 |
| Oral presentation | A12 C1 | Valoraranse a presentación oral dos casos prácticos / proxecto final de investigación. | 5 |
| Long answer / essay questions | A4 A6 B2 | Os profesores da materia realizarán 2 probas de ensaio que inclúen preguntas de breve desenvolvemento. Será necesario alcanzar unha cualificación mínima nestas probas para superar a materia. | 60 |
| Guest lecture / keynote speech | A1 A2 B1 B3 B6 B8 C5 C6 C7 C8 | Preguntas e cuestións formuladas aos alumnos na aula e participación en debates / dinámicas informais e espontáneas sobre diferentes temas | 5 |
| Case study | A6 A8 A11 B4 B5 B7 | Realización de casos prácticos relacionados cos contidos teóricos da materia, sobre a base de lecturas de documentos de traballo, asistencia a charlas ou outras posibles actuacións. Serán avaliados tendo en conta a súa presentación escrita, a claridade, creatividade e aplicación dos fundamentos teóricos. | 15 |
| Assessment comments | |||
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Poderá asignarse un plus na cualificación final a aqueles alumnos que participen regular e activamente no desenvolvemento da materia.
A cualificación obtida na evaluación continua (nos casos prácticos e o proxecto de investigación) non se conservarán para convocatorias posteriores. Exame 2ª oportunidade xullo ou extraordinarios contén preguntas de ensaio (breves e desarrollo)acerca dos contidos do programa, do estudo de casos e de proxéctos de investigación analizados na aula. Este tipo de exame supoñerá o 100% de cualificación. |
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| Sources of information |
| Basic |
(). AGENCIA ESPAÑOLA PROTECCIÓN DATOS.
(). COMISIÓN NACIONAL DE LOS MERCADOS Y LA COMPETENCIA.
Grande Esteban, I.;Abascal Fernández, E. (2014). Fundamentos y Técnicas de Investigación Comercial. Esic, Madrid
Merino Sanz, Mª J. (coord.) (2015). Introducción a la Investigación de Mercados. Esic
Esteban Talaya Águeda (2014). Investigación de mercados. Esic |
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| Recommendations | |
| Subjects that it is recommended to have taken before | |
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| Subjects that are recommended to be taken simultaneously |
| Subjects that continue the syllabus |
| Other comments | |