Subject: Marketing

Scientific Area:



64 Hours

Number of ECTS:

7,5 ECTS



Overall objectives:

1 - The aim of this course is to introduce the main concepts of marketing. It is intended that the students become able to understand the operational context of marketing theories; the influence of the organization environment on the strategic decisions and on the marketing mix; be capable of evaluate de elements of marketing mix and its connection to the organization environment analysis results, understand the theories of the buying behavior of consumers and organizations and how to apply in the implementation of marketing strategies; know the key principles of market segmentation and how to achieve the target markets; identify the positioning and value of brand and goods in those markets; Students will develop some of the key analytical skills, planning , and implementation of the necessary tools to solve with relevance and effectiveness problems related to the program content.


1 - The concept of marketing
1.1 - Definition and evolution
1.2 - The marketing process
1.3 - Analysis of microenvironment
1.4 - Macro environment analysis
2 - The buying behavior
2.1 - The interdisciplinary influences
2.2 - Consumer behavior model
2.3 - The buying decision process
2.4 - The buying decision process of new products
3 - Strategy and Market
3.1 - Strategy and planning
3.2 - The segmentation process
3.3 - Target Market
3.4 - Differentiation and positioning
4 - Marketing Mix
4.1 - Product
4.2 - Price
4.3 - Distribution
4.4 - Communication


Clow, K. & Baack, D , 2018 , Integrated Advertising, Promotion, and Marketing Communications: Global Edition, 8/E, , Pearson Education Limited.
Fisk; Grove; John , 2014 , Services Marketing, International Edition, 4th Edition , Cengage Learning
Kotler, P. & Armstrong, G. , 2018 , Principles of Marketing, Global Edition, 17/E , Pearson Education
Kotler, P.; Armstrong, G.; Harris, L. & Piercy, N. , 2017 , Principles of Marketing European Edition, 7/E. , Pearson Education
elsmacker, P., Geuens, M. & Van Den Bergh, J., , 2018 , Marketing Communications. A European Perspective, 6/E. , Pearson Education
Kolb, B. , 2016 , Marketing Strategy for the Creative and Cultural Industries , Taylor & Francis
Solomon, M., , 2019 , Marketing: Real People, Real Choices, Global Edition, 9/E. , Pearson Education

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
Students are guided and encouraged to relate the course content covered in lectures ( where is presented and discussed the theoretical principles of the program) and in theoretical-practical classes (where cases and issues are approached and students have the opportunity to use the concepts, ideas and strategies presented in class). The evaluation consists of two element: two written tests (50% + 50 %), both with minimum score of 6.00 .