Academic Year:
2025/26
450 - Degree in Marketing and Market Research
27603 - Principles of Marketing
Teaching Plan Information
Academic year:
2025/26
Subject:
27603 - Principles of Marketing
Faculty / School:
109 - Facultad de Economía y Empresa
Degree:
450 - Degree in Marketing and Market Research
ECTS:
6.0
Year:
1
Semester:
First semester
Subject type:
Basic Education
Module:
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1. General information
The main goal of this subject is for the student to learn the basic concepts, instruments and decisions of marketing. To this end, the commercial activity of the company will be analyzed, with special emphasis on the commercial toolsthat make it possible for this activity to be carried out with the greatest effectiveness and efficiency.
As part of a study plan in the phase of extinction, this course will not have teaching in academic years 2025-2026 and 2026-2027
2. Learning results
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Define what marketing is and what is its scope, function and importance in organizations.
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Identify, differentiate and evaluate marketing management orientations and new trends
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Describe the purchasing decision process and analyze the influence of various factors on the final consumer's purchasing behavior.
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Identify, analyze and evaluate the main decisions made by companies with respect to the instruments of the marketing mix: product, price, distribution and communication.
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Develop, individually and/or in teams, activities and works related to the contents of the subject and plan them to better achieve the set goals and optimize time.
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Communicate, orally and in writing, knowledge, ideas and results of activities and work performed.
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All of the above will be carried out in accordance with the values of ethics and good professional practices, as well as democratic values and respect.
3. Syllabus
Unit 1. - Introduction to marketing
Unit 2. - Introduction to consumer behavior
Unit 3. - Product decisions
Unit 4. - Pricing decisions
Unit 5. - Distribution decisions
Unit 6. - Decisions on communication
4. Academic activities
This course is part of a discontinued curriculum. Students may arrange tutorials with the teaching staff to address specific questions.
5. Assessment system
The subject will be evaluated by means of a global evaluation in the first and second call.
Global assessment.
It will consist of two parts:
1) Written test: on the theoretical, practical and theoretical-practical contents developed in the program of the subject.
It will contain short questions, application exercises, problems and/or multiple choice questions. Grading. 8 points (minimum score 3.2 points).
It will take place on the date specified in the center's examination calendar.
Evaluation criteria: adequacy of the answers to the theoretical and practical contents; accuracy and clarity in the answers; accuracy in the use of terminology; correct spelling and grammar.
2) Test of multiple choice questions: related to the theoretical and practical contents developed in the program of the subject. Grading. 2 points.
Assessment criteria: correct resolution of the questions.
In order to pass the course it is necessary to obtain the minimum grade required in the written test and that the sum of both parts is equal or higher than 5 points. If the grade obtained in the written test is lower than 3.2 points, the grade in the minutes will be the grade of the written test.
6. Sustainable Development Goals
4 - Quality Education