General information

Subject type: Basic

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 6

Teaching staff: 

Anaïs Arderiu

Teaching languages

Teaching languages:  Català, Castellà i Anglès (material docent i recursos).


Basic skills
  • 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.

  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

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

Specific skills
  • CE1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.

  • CE2. Apply the principles of marketing and market research

  • CE4. 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.

  • CE5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • CE6. Synthesize and evaluate marketing strategies for the internationalization of business activity.

  • CE9. Apply technological tools for the use of business resources through Marketing.

  • CE10. Analyze and evaluate the role of digital communities and social media in business.

  • 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.

  • CE7. Manage in a timely and convenient manner the resources available in the work environments in which it is to be directed.

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.

  • CG2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

Transversal competences
  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • CT4. Master computer tools and their main applications for ordinary academic and professional activity.

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


General learning objectives of the subject "Fundamentals of Marketing":

Acquire basic knowledge in Marketing Policies and Strategies, and theory procedures put into practice through the different case studies and "Best Practices".

Know the usual terminology in marketing.

Learn to connect the function of Marketing in the company and its integration as a key function within the organizational system of the same.

Foster the creative and strategic capacity, secondly, the capacities of analysis and synthesis, as well as the activation and operative in Marketing.

Learning outcomes

Show the concepts and tools of Marketing applied to the business.

Working methodology

Theoretical sessions
MD1.Master class: 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. 
MD6. Debates and forums: Face-to-face or online conversations, according to the objectives that the teacher responsible for the subject pursues. 
MD7. 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
MD9. Solving exercises and problems: Non-contact activity dedicated to solving practical exercises based on the data provided by the teacher.
MD12. Non-face-to-face tutorials: for which the student will have telematic resources such as e-mail and ESCSET intranet resources.

The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either 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 the prejudices of others.


1. Introduction to Marketing.

2. Strategic management and marketing.

3. Commercial research.

4. Consumer behavior.

5. Strategic marketing.

6. Introduction to the marketing plan.

7. Segmentation, target market and positioning.

8. Marketing mix.

Learning activities

AF1. Theoretical sessions
AF2. Seminars
AF3. Work in group
AF4. Individual work
AF5. Personal study

Evaluation system

  • Continuous evaluation 60%
    • Individual activities 25%
    • Group work 35% (25% written part and 10% oral presentation)
  • Final exam 40%


• To pass the subject through the system of continuous assessment, it is necessary to obtain at least a grade of 5 out of 10, the result of the weighted average of the grades of the practices carried out in class, individual activities and group practice. In the case of failing the continuous assessment, you have direct access to the resit exam, which weighs 40% of the subject.

• Minimum grade of 5 in final exam to average with continuous assessment.

• In case of failing the final exam, students must take a recovery and weigh 40% of the final grade.



Kotler, Philip .; Armstrong, Gary. 2008. Fundamentals of Marketing (12th Ed.). Ed. Pearson Prentice Hall, Madrid.

Grewal, Dhruv; Levy, Michael. 2018. Marketing (6th Ed.). New York: McGraw-Hill Education.

Kotler, Philip; Keller, Kevin Lane. 2016. Marketing management (15th ed.). Essex: Pearson.

Perreault, William D .; Cannon, Joseph P .; McCarthy, E. Jerome. 2017. Essentials of marketing: a marketing strategy planning approach (15ª. Ed.). New York: McGraw-Hill Education.

Santesmases Mestre, Miguel. 2001. Marketing: Concepts and Strategies (4th Ed.). Ed. Pyramid.

Stanton, William; Futrell, Charles. 2000. Fundamentals of Marketing. Ed. Mc Graw Hill.

Churchill, Gilbert A .; Walker, Orville C .; Ford, Neil M. 1994. Sales Management. Promotions Jumerca, DL

Kotler, Philip. 2012. Marketing Management (8ª Ed.). Prentice Hall.

Vela, Carmelina; Bouges, Olga. 1994. Fundamentals of Marketing. Ed. ESIC.

Vernette, Eric. 1994. Fundamental Marketing Ed. Management 2.000.