General information

Subject type: Optional

Coordinator: Jesus Ezequiel Martínez Marín


Credits: 3

Teaching staff: Paula Bel Piñana



Learning outcomes

  • Advise customers of logistics services, to make decisions that pursue the success of their business adventure. 

  • Carry out studies of potential markets in order to find new customers and new services. 

  • Carry out market research, with multidisciplinary groups, where the segregation of functions is an essential tool. 

  • Recognize the competition, its strengths and weaknesses, to define the appropriate strategies 

Working methodology

Theoretical sessions 

  • Master class: Lectures 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 

  • Practical exercises: To complement the theoretical explanations, practice of solving exercises. 

  • Case study: Dynamics that starts from the study of a case, which serves to contextualize the student in a specific situation. 


  • Fundamentals of market research 

  • Data preparation 

  • Data types, variables and measurements 

  • Single and multiple regression model 

  • Logistic regression model 

  • Poisson and Binomial Negative Regression Model 

  • Decision Trees and Random Forest 

Learning activities

Theoretical sessions 

  • Master class

  • presentations


Guided learning 

  • Practical exercises

  • Case study 


Evaluation system

It will consist of the continuous evaluation, with the following percentages: 


  • 40%: Continuous evaluation 

  • 60%: Final exam 


The continuous assessment (40% of the mark) will consist of completing different test-type questionnaires at the end of each of the topics presented in class. 


The final exam (60% of the mark) consists of 2 parts. One part with test-type questions and one part with open-ended questions.