General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 4

Teaching staff: 

Esteban Escorcia Gonzalez

Teaching languages

  • Spanish
  • Catalan

The subject will be taught in Spanish with the intensive use of readings, videos, and other materials in English, so that the proportion of languages ​​would be as follows:
Spanish 80%
English 20%
Students will be able to use Catalan in their exhibitions and works presented.


Basic skills
  • B1. That students have demonstrated knowledge and understanding in an area of ​​study that starts from the foundation of general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects which involve knowledge from the cutting edge of their field of study.

  • B5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • E2. Apply the basics of marketing and market research.

  • E3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

  • E4. Analyze and evaluate strategies for developing, launching and positioning new products, as well as making decisions regarding the variable of the product, price, distribution and communication.

  • E1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.

General competencies
  • G1. 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
  • T1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.


The subject Commercial Distribution, logistics and relationship with the channels provides the methodologies and tools necessary to complete the call 4 Ps of Marketing: Product, Price, Communication and Distribution.
Within the design and implementation of a Marketing Plan, the Commercial Distribution, the logistics and the relations with the distribution channels decide on how we are going to make arrive to our clients the products and services guaranteeing their satisfaction with the greater added value, thus closing the marketing cycle.
The subject, which is eminently practical, offers students a methodology of the main criteria for making strategic and tactical decisions in relation to commercial distribution. It also offers elements to decide on logistics operations, especially in terms of transport and storage, so that products and services reach potential customers on time and in the appropriate way efficiently and effectively.
Regarding the relationship with the channels, the subject highlights what decisions to take when hiring external distribution channels (which are not owned by the company) and how to develop relationships with these channels that favor the objectives of both companies.


Learning outcomes

Show the concepts and tools of Marketing applied to the business

Develop a practical methodology for making decisions about distribution channels, logistics and relationship with channels as part of a Marketing Plan

Working methodology

Theoretical sessions
Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject
Presentations: Multimedia formats that support face-to-face classes

Guided learning

Case study: Dynamics that starts from the study of a case, which serves to contextualize the student in a specific situation, the teacher can propose different activities, both individually and in groups, among their students

Autonomous learning
Research and critical reading of articles. Students start from a working hypothesis that they will develop, following the phases of the research methodology, including the critical reading of articles.


This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured. The TecnoCampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.


Subject 1. The Logistics and the chain of supply

  • Introduction to logistics                
  • Integration of actors and systems       
  • Logistics functions                     
  • Supply chain management          
  • Logistics operators: 3PL 4 PL 5 PL      
  • Case studies

Subject 2. The commercial distribution

  • Product life cycle
  • Logistics Networks
  • Definition, utilities and flows
  • Functions of commercial distribution
  • Channel structure and classification
  • Case studies

Subject 3. Selection of channels and relations with the channels of distribution

  • Methods and criteria for the selection of distribution channels
  • Selection criteria
  • Channel evaluation methods
  • Concept of power in the distribution channel
  • Case studies

Subject 4. Strategic decisions in the commercial distribution

  • Factors influencing the consumer
  • Design of distribution channels
  • Shape of distribution channels
  • Strategic restrictions of the channel
  • Location strategy
  • Case studies

Item 5. Management of the distribution channel in an electronic environment

  • E-commerce
  • Electronic intermediaries
  • Purchasing and electronic logistics
  • Disintermediation and reintermediation
  • Case studies


Item 6. Stowage, Transport and Distribution of Goods

  • Basic notions of stowage of goods
  • Safety in the preparation of loading units
  • Key elements in the transport of goods
  • Unitización of loads, preparation for the terrestrial and Maritime transport
  • News in the transport of goods.
  • Large volume goods

Learning activities

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

Guided learning Case study: Dynamics that part of the study of a case, which serves to contextualize the student in a specific situation, the teacher can propose different activities, both individually and in groups, between your students

Evaluation system

30% Class tests.

15% Teamwork

5% Presentation of teamwork

50% Final evaluation

The tests performed are directly evaluable, although they count as participation in class and are very useful to immediately correct aspects that have not been clear in class. In addition, the type of questions in these tests can be very useful in preparing for the final exam as they are similar in style. The exam will consist of two parts, a first type test and another with exercises and / or developmental questions. The score assigned to each of the exam questions will be displayed next to the statement on the exam. The minimum mark of the Exam to be able to average is of "5" points, otherwise, it will go to recovery.

Classroom attendance: Attendance to theoretical classes is mandatory and attendance checks will be made.



Maraver, G. (2009). Commercial Distribution. UOC Editorial

Martínez-López, FJ (2009). Commercial Distribution. Delta, University Publications

Molinillo, S. (2012). Commercial Distribution applied. ESIC Editorial


Vazquez, R. and Others (2006) Commercial distribution strategies: design of the distribution channel and relationship between manufacturers and retailers. Editorial Thomson cop.