TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Joan Triadó Aymerich

Trimester: Third term

Credits: 6

Teaching staff: 

Francesc Flores Salgado

Academic year: 2025

Teaching course: 3

Languages ​​of instruction

  • Catalan

Competencies / Learning Outcomes

Specific skills

  • K22. Identify and put into practice the basic concepts of marketing.

  • K23. Identify and understand the connections of the marketing function with the activities of the logistics chain and the financial function of the company.

  • S20. Design an internationalization plan for an industrial company.

  • S21. Analyze marketing opportunities and perform a situational diagnosis for the company.

  • S45. Select and identify the most truthful and relevant sources of information for each situation and area of specialization, as well as use information technologies to disseminate and create content.

  • C11. Operate appropriately to understand and elaborate a text in written, oral or audiovisual form and interpret and understand the plurilingual, multilingual and intercultural relationship of their immediate reality.

  • C16. Segment a market and make decisions about positioning strategy.

  • C20. Carry out the assigned work based on basic guidelines given, deciding how much time to spend on each section, including personal contributions and expanding the sources of information indicated.

  • C27. Evaluate and implement the necessary actions to correct possible deviations from what has been planned and effectively execute the assigned role within the team.

  • C34. Develop a critical judgment in the face of a reality presented using arguments, being able to show collaborative work skills in various groups and recognizing the right of people to participate in issues that affect them, also identifying the challenges of the circular economy and current solutions in their discipline.

Presentation of the subject

Subject description:

 

Subject framed in the matter of business organization. The subject aims to introduce the student to the concepts, principles and basic foundations of industrial marketing. First, the basic concepts related to the marketing function of the company and the associated business processes are reviewed, highlighting the differences between B2B and B2C marketing. Then they study the basic aspects of industrial marketing, digital marketing and international marketing, in the context of industrial markets and the internationalization of the industrial company. Finally, the content of the is presented in detail

 

Contents

 

Content title 1: Introduction to marketing

(RE1, RE2, RE3, RE4, RE5, RE7)

Dedication: 8

Large Group: 4

Small Group: 

Autonomous learning: 4   

Description
  • The marketing function. Review of concepts
  • Market analysis: the industrial market vs. the final market
  • Types of marketing: direct, relational, social
  • Product strategy, development and management
  • B2B Marketing vs. B2C Marketing
  • Customer Relationship Management (CRM)
  • Business processes related to the marketing function

Related activities
  • Face-to-face classes to explain theoretical concepts

- ACTIVITY 5: Exam
       

 

Content title 2: Marketing of industrial markets

(LO1, LO2, LO3) 

Dedication: 38

Large Group: 8

Small Group: 3

Autonomous learning: 27 

Description
  • Strategic marketing and operational marketing
  • Industrial purchasing models
  • Segmentation of industrial markets
  • Product strategy
  • Pricing strategy
  • Positioning in the industrial market
  • Distribution and logistics
  • Communication in industrial markets
  • Marketing planning

Related activities
  • Face-to-face classes to explain theoretical concepts

-ACTIVITY 1: MARKETING MIX OF AN INDUSTRIAL PRODUCT. MARKET STUDY.

-ACTIVITY 2: MARKETING PLAN.

-ACTIVITY 5: Exam
       

 

Content title 3: Digital marketing

(LO4, LO5)

Dedication: 22

Large Group: 6

Small Group: 3

Autonomous learning: 13  

Description
  • Digital markets
  • Search Engine Marketing: SEO, SEM
  • Marketing 2.0
  • mobile-marketing
  • Metrics. Web analytics
  • Communications and digital marketing
  • E-commerce strategies for industrial markets 

Related activities
  • Face-to-face classes to explain theoretical concepts

-ACTIVITY 2: MARKETING PLAN.

-ACTIVITY 5: Exam
       

 

Content title 4: Internationalization of the industrial company

(RE3, RE4, RE5, RE6)

Dedication: 38

Large Group: 9

Small Group: 6

Autonomous learning: 23 

Description
  • International trade and globalization
  • Introduction to commercial law
  • The process of internationalization of the company 
  • Internationalization strategies
  • Internationalization plan 
  • International marketing
  • Digital marketing for the internationalization of the industrial company 

Related activities
  • Face-to-face classes to explain theoretical concepts

-ACTIVITY 2: MARKETING PLAN.

-ACTIVITY 3: APPROACH OF SCENARIOS IN INTERNATIONALIZATION (CULTURAL ASPECTS).

- ACTIVITY 5: Exam
       

 

Content title 5: The Industrial Marketing Plan

(RE2, RE3, RE4, RE7)

Dedication: 44

Large Group: 9

Small Group: 8

Autonomous learning: 27

Description
  • Strategic reflection
  • Internal-external analysis
  • Diagnosis. SWOT analysis
  • Goals
  • Strategies
  • Action plans. Marketing Mix
  • Monitoring and control plan

Related activities
  •  Face-to-face classes to explain theoretical concepts

-ACTIVITY 2: MARKETING PLAN.

-ACTIVITY 4: NEGOTIATION WORKSHOP: WHAT IT IS AND WHAT IT IS NOT.

-ACTIVITY 5: Exam
       

 

 

Activities and evaluation system

Qualification system (evaluation)

 

 

ACTIVITIES

PES discipline

EXAMS

60%

EXERCISES

10%

WORK EXPERIENCE

30%

 

 

 

 

 

 

 

Attendance at the theoretical and laboratory sessions, and the delivery of the corresponding reports of the activities is a necessary condition for the evaluation of the subject.

 

It will be up to the teachers of the subject to decide on the possibility of adding activities that allow the recovery of the suspended activities.

 

It is compulsory to carry out all the activities to obtain the final grade of the subject. The algorithm for calculating the mark is only applied if the weighted average mark of the Exam Activities is greater than or equal to 4. Otherwise the subject is suspended.

 

The recovery exam only gives the option to pass the subject with a grade of 5, except in the case where the weighted average grade of the first 4 activities is equal to or higher than 8. In this case the final grade will correspond to the weighted average grade of all the activities in the subject (the make-up exam corresponds only to the Exams activities).

 

For the other activities, if the result of their evaluation is not satisfactory, or the teachers consider it opportune, they will be able to summon members of a group to carry out an individualized evaluation test.

Bibliography

Basic

Dwyer, FR; Tanner, JF (2007):. Industrial Marketing. Connection between strategy, relationships and learning. Mc GrawHill, Madrid.

Garcia, G. (2008). Company internationalization strategies. Madrid: Pyramid.

KOTLER, P., AMSTRONG, G. (2018). Principles of Marketing. 17th Global Edition, Pearson.

Rodríguez Ardura, I. (2014). Digital marketing and e-commerce. Editorial Pirámide.

Complementary

Kotabe, Masaaki, and Kristiaan Helsen (2004). Global Marketing Management, 3rd edition, New York: John Wiley & Sons.