General information

Subject type: Mandatory

Coordinator: Jesus Ezequiel Martínez Marín

Trimester: Third term

Credits: 6

Teaching staff: 

Jordi Garolera Berrocal

Teaching languages

  • Spanish

This subject is taught in English.


Specific skills
  • Establish maritime and logistics business projects that allow the creation of new companies or the improvement of existing ones, adopting innovative and creative ideas

  • Show knowledge and skills for the coordination of the departments of purchasing, supply, production and distribution of a product to any company, analyzing different types of techniques

  • Operationalize the storage of goods, through computer applications of logistics management

  • Show knowledge of the organization of maritime, land, air and multimodal transport, customs management and international trade in order to manage and / or contract transport

  • Demonstrate knowledge about the structure, organization and management of ports -sport and state-of-the-art- where the traffic of people and goods, nautical leisure, fishing and tourism coexist, emphasizing cruises

  • Show knowledge of the ship and its recruitment for use as a means of transport for both goods and people, in an environment of sustainability and respect for the environment

  • Select and use quantitative instruments for decision making and contrasting economic hypotheses


The course aims to introduce students to the usual terminology of marketing by learning in a global way the role it plays in marketing within the company.

In the subjects that will work will see the marketing so much to level of function as to organizational level, starting from the analysis of situation of the business to define the aims to achieve and the most suitable strategies for his achievement so much to level of marketing as sales.


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.

Learning outcomes

  • Show knowledge of market structures and the macroeconomic environment in which the company is located.
  • Demonstrate knowledge of marketing policy management.
  • Show knowledge for business activity planning and its optimization in time and effort.
  • Show management knowledge applied to products and services aimed at customers.
  • Demonstrate basic knowledge necessary for managing the value of the company and the key accounts of the organization.

Working methodology

  •  Active and participatory through practical support cases with the inclusion of debates
  • Follow-up through group and individual tutorials focused on case resolution and the elaboration of works including the elaboration of an operational marketing plan for business improvement or the launch of a new product or service.
  • Master classes with material delivery



Topic 1. Introduction to marketing

1.1 Concept and definition of marketing

1.2 Marketing tools

1.3 Marketing and its integration in the organization chart of the company

1.4 Outline of the Marketing Plan

Item 2. Analysis of the situation

2.1 Analysis of the environment:

2.1.1 Needs and trends

2.1.2 Macro-environment and micro-environment

2.1.3 Opportunities and Threats

2.2 External analysis:

2.2.1 Market: market elements, classification and type, B2B, B2C.

2.2.2 Competition: levels and competitive forces.

2.2.3 Consumer: behavior and purchasing process

2.2.4 Market research and marketing information system

2.2.5 Opportunities and Threats

2.3 Internal analysis:

2.3.1 Elaboration process

2.3.2 Factors to be analyzed and areas of interest

2.3.3 Determination of strengths and weaknesses

2.4 SWOT analysis

Item 3. Objectives and strategies

3.1 Definition of objectives: qualitative and quantitative

3.2 Basic marketing strategy:

3.2.1 Segmentation

3.2.2 Positioning

Item 4. Marketing Policies - Marketing Mix

4.1 Product / service:

4.1.1 Concept and dimensions

4.1.2 Classification and decisions of the product mix

4.1.3 New products

4.1.4 Product / market life cycle

4.2 Price:

4.2.1 Concept and conditioning factors

4.2.2 Criteria for setting the price

4.2.3 Pricing Strategies

4.3 Distribution and its application from a logistical point of view

4.4 Communication:

4.4.1 Process and development of communication

4.4.2 On- and off-line advertising and the process of an advertising campaign

4.4.3 Promotion, PR and other communication elements

Subject 5. Commercial management

5.1 Sales objectives and commercial purpose

5.2 Types and technologies of sale

5.3 Management of commercial equipment

Learning activities

There will be both individual and group activities for the elaboration of practical cases. Work teams will also be formed to develop the compulsory work of an Operational Marketing Plan throughout the subject, which will be tutored by the teacher in a personalized way per team in the classroom. To carry out this activity, guidelines will be given prior to the start of the course.

Evaluation system

The grade will be set based on four variables:

Compulsory work: it is the elaboration of an operational marketing plan for groups that will have to be presented partially throughout the subject and that will be tutored. It will have a set weight of 40% of the final grade.

Individual works: case studies and / or information research and analysis work. It will have a set weight of 20% of the final grade.

Final exam: it is compulsory to count the rest of the evaluation, being necessary to obtain at least a 5 in the examination to pass the asignatura, independently of the points obtained in the remaining variables. It will have a set weight of 40% of the final grade. Those who do not appear in the final exam lose the right to recovery.

Recovery: for those who have failed the final exam the option of taking a resit exam is offered.



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M. Artal. Sales management. Organization of the sales department and sales management 13ª edition. Esic editorial, 2015.

M. Santesmases. Marketing: Concepts and strategies 6th edition. Pyramid Editions, 2012.


Delgado, A. and Meza V. Digital Marketing & Sales Strategy for Startups: Product Launch Survival Kit. 2015.

Sainz de Vicuña Ancin, José María. The marketing plan in practice 18ª edition. Esic editorial 2013.

García Bobadilla, Luis María. + Sales. 4th edition. Esic editorial 2011.