110015 - PRINCIPLES OF MARKETING AND COMMERCIAL MANAGEMENT

Subject type: Mandatory

Coordinator: Valeria Bernardo

Trimester: Third term

Credits: 6

Academic year: 2026

Teaching course: 2

• English

The subject will be taught in English.

The subject aims to introduce students to common marketing terminology by learning in a global way the role that marketing plays within the company.

The topics that will be worked on will deal with marketing at both a functional and organizational level, starting from the analysis of the business situation to define the objectives to be achieved and the most appropriate strategies to achieve them at both a marketing and sales level.

Learning outcomes:

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

Working methodology:

Active and participatory through practical support cases with the inclusion of debates.
Follow-up through group and individual tutorials aimed at resolving cases and preparing work including the development of an operational marketing plan for business improvement or the launch of a new product or service.
Master classes with delivery of material.

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

Topic 1. Introduction to marketing
      1.1 Concept and definition of marketing
      1.2 Marketing instruments
      1.3 Marketing and its integration into the company's organizational chart
      1.4 Marketing plan outline

Item 2. Analysis of the situation
      2.1 Analysis of the environment:
         2.1.1 Needs and trends
         2.1.2 Macroenvironment and microenvironment
         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 Development 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

Topic 4. Marketing policies - Marketing mix
    4.1 Product / service:
       4.1.1 Concept and dimensions
       4.1.2 Classification and decisions on the product range
       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 logistics perspective
    4.4 Communication:
       4.4.1 Process and development of communication
       4.4.2 Online and offline advertising and the process of an advertising campaign
       4.4.3 Promotion, public relations and other elements of communication

Topic 5. Sales management
    5.1 Sales objectives and commercial purpose
    5.2 Sales typologies and technologies
    5.3 Sales team management

Classroom activities will be carried out, both individually and in groups, to work on practical cases. Work teams will also be formed to develop the mandatory work of an Operational Marketing Plan throughout the course; this work will be tutored by the teacher in a personalized way for each team in the classroom, during the seminar sessions. There will be 5 seminars with mandatory attendance. The guidelines for carrying out this activity will be provided before the start of each seminar.

The final grade will be established based on the following three evaluation elements:

Seminars: consist of the development, by the groups, of an operational marketing plan that must be delivered in sections throughout the course. This work is carried out both during seminar sessions and outside class hours. It will have an established weight of 30%, plus 10% corresponding to the Transversal Communication Competence of the Tecnocampus. This competence will be evaluated through oral presentations of the marketing plan.

Failure to attend more than one seminar will result in a 25% penalty on the final grade of the Marketing Plan for each seminar session not attended. The subject cannot be passed without having attended the seminars.

Individual and group work: practical cases in the classroom and/or research and information analysis work. It will have a weight of 20% of the final grade. It can only be done in class and uploaded to Ecampus; it will not be accepted after the deadline or by email.

Final exam: It is mandatory to take the final exam and obtain a minimum grade of 5 to pass the subject, regardless of the points obtained in the other assessment elements. It will have a weight of 40% of the final grade. Anyone who does not take the final exam loses the right to re-evaluate.

Reassessment: For those who take the final exam and fail it, the option of taking a re-evaluation exam is offered.

Any form of academic fraud will be sanctioned in accordance with the center's assessment regulations. If signs of fraud are detected, including the improper use of generative artificial intelligence tools, the subject's teaching staff may call the student for an individual interview with the aim of verifying their authorship.

G. Armstrong, P. Kotler et al. Marketing Management. Pearson, 2019.

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.