General information

Subject type: Basic

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 6

Teaching staff: 

Noemí Ruiz Munzón
Jordi Arnau Ballestar 

Teaching languages

Check the schedules of the different groups to know the language of teaching classes. Although the material can be in any of the three languages.


Basic skills
  • CB1. That students have demonstrated knowledge and understanding in a field of study that is based on general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects. involving knowledge from the forefront of their field of study.

  • CB3. That students have the ability to gather and interpret relevant data (usually within their area of ​​study) to make judgments that include reflection on relevant social, scientific, or ethical issues.

  • CB5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • CE15. Gather and interpret meaningful data to make judgments that include reflection on relevant business issues and be able to prepare a document that allows for the transmission of information or an innovative business proposal.

  • CE3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

General competencies
  • CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

Transversal competences
  • CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


The subject of "Mathematics for Marketing" is conceived as an introductory subject of basic training for the student, as shown by its location in the first year. The course will work on the use of mathematical language and the acquisition of working methods that are especially suitable and useful to formalize business situations.

In particular, the subject develops the fundamental aspects of mathematical calculation in a variable (with optimization), in this sense, it is an instrumental subject that provides mathematical tools that are used, mainly in marketing contexts.

In addition it is necessary to emphasize, by the formative character of this subject, that the logical-deductive reasoning is promoted.

Learning outcomes

Master mathematical language as well as algebraic notation and manipulation in the context of univariate calculus.

Show basic knowledge about the real line, real functions, univariate calculus and the properties of basic families of real functions and optimization.

Be able to identify and interpret simple mathematical models applied to marketing.

Working methodology

Theoretical sessions

MD1. Master classes: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject.

MD3. Presentations: Multimedia formats that support face-to-face classes.

Guided learning MD5. Seminars: Face-to-face format in small work groups (between 14 and 40). These are sessions linked to the face-to-face sessions of the subject that allow to offer a practical perspective of the subject and in which the participation of the student is key.
Autonomous learning

MD4. Video capsules: Resource in video format, which includes contents or demonstrations of the thematic axes of the subjects. These capsules are integrated into the structure of the subject and serve students to review as many times as necessary the ideas or proposals that the teacher needs to highlight from their classes.

MD9. Exercise and problem solving: Non-contact activity dedicated to the resolution of practical exercises based on the data provided by the teacher.

MD11. Non-contact tutorials: for which the student will have telematic resources such as e-mail and ESCSET intranet resources.

In the face-to-face sessions with the whole group, theory sessions will be combined with exercise resolution sessions. The theoretical presentation will include examples that will help the student to solve exercises autonomously.

In the non-contact sessions the students will have to work theoretical-practical knowledge from audiovisual material, documents Online and the material of the face-to-face sessions. The results of this work will be evaluated from questionnaires using the platform moodle or/and with the delivery of projects carried out individually or in groups.

The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, whether towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer prejudice from others.



Block 0. Preliminaries.

  • The sets of numbers
  • Solving equations and inequalities

Block 1. Real functions of a real variable.

  • Definition, types and properties

Expressions of a function: explicit form and implicit form

  • Graph of a function
  • Domain and Path of a Function
  • Operations with functions: Sum, Product by a scalar, Product and Quotient
  • Composition. Properties. Identity Function and Reverse Function
  • Study of some elementary functions
    • Polynomial functions
    • Rational Functions
    • Functions with Radicals
    • Exponential Functions
    • Logarithmic Functions

Block 2. Differential calculus with functions of a variable.

  • Derived from a function at a point: definition
  • Geometric interpretation of the derivative
  • Angular Points
  • Derivative and continuity theorem
  • Derived function
  • Function derived from elementary functions (Table of derivatives)
  • Derivative of operations: sum, product to scale, product, quotient
  • Derivative of the composition: Rule of the chain
  • Successive derivatives
  • Derivative applications
  • Calculation of the tangent line at a point
  • Limits: Definition, Lateral limits, Infinite limits: Vertical asymptotes, Limits at infinity: Horizontal asymptotes, Graphical representation of limits, Hôpital's rule, Calculation of limits. Uncertainties
  • Continuity: Definition and equivalent definitions, Types of discontinuity: avoidable, jump and asymptotic, Continuity problems, Calculation of the asymptotes of a function: horizontal, vertical and oblique.
  • Intervals of growth and degrowth of a function
  • Calculation of extremes (maximums and minimums)
  • Concavity, convexity and inflection points
  • Analysis of a function
  • Optimization. Highs and lows with marketing applications


Learning activities

In general the structure of the week is as follows:

Classroom activities Activities outside the classroom
  • Theoretical-practical face-to-face sessions
  • Seminars
  • Personal study, making exercise lists, reviewing notes, consulting the book and online material (autonomous).
  • Completion of Moodle questionnaires online (autonomous).
  • Review (standalone)


Evaluation system

The final grade will be the weighted arithmetic mean of the grades of the assessment activities carried out in the quarter. To pass the course, the final grade must be greater than or equal to 5 points out of 10.

The continuous evaluation will take into account the following aspects with the weights indicated:

- Two exams (P i F): 70%.

- Delivery of exercises, evaluation activities and participation (A): 30%

Therefore the final note is obtained by applying the formula:

Note = 0,1 P + 0,6 F+0,3 A

On P (does not remove subject) is the note of the partial examination and F (greater than or equal to 4) is the grade for the final exam to be taken in the exam period, and A collects the participation note.

In the recovery period of the second term the student will be able to be examined of the end (F). The final grade is calculated using the same formula that applies in the continuous assessment.

The note of participation and delivery of exercises (A) and the partial P they are not recoverable in any case and no grade will be saved from one academic year to another.

Summary of evaluation percentages:



Participation in activities proposed in the classroom (P, assistance + seminars + forum)


Individual work (Tests) 


Final exam (F)





HAEUSSLER, JR., ERNEST, F., RICHARS D. PAUL, RICHARD J. WOOD (2008): Mathematics for administration and economics. Ed Pearson.


STTAN (1998): Mathematics for administration and economics. International Thomson Publishers.

GARCÍA, P., NÚÑEZ, J., SEBASTIÁN, A. (2007): Initiation to the university mathematics. Ed. Thomson.

LÓPEZ, M. VEGAS, A. (1994): Basic course of mathematics for the economy and the direction of companies. Vol I and II. Ed Pyramid.

BITTINGER, MARVIN, L. (2002): Calculus for economic-administrative sciences. Seventh education. Ed Pearson.

LARSON, HOSTETLER, EDWARDS (2006): Calculus. Eighth edition. Mc Graw-Hill.