Estudia

1. TOPIC 1: Introduction to marketing

2. TOPIC 2: Marketing environment (analysis)

3. TOPIC 3: Consumer markets and buyer behaviour

4. TOPIC 4: Market Segmentation and Target Audience

5. TOPIC 5: Strategies of Ps and 4 Cs

6. TOPIC 6 Business and Corporate Communication

• Kotler P. & Armstrong G. (2020). Principles of Marketing, Global Edition 18e. Pearson Education,.
• Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen (2019). Marketing Management. Pearson.
• Communication and Strategy. Dircom. (2018). Pearson.

Activitats d'avaluació:

To consider the assignment passed, you must get a minimum rating of 5.0

Criteris específics de la nota «No Presentat»:
Segons normativa de la Universitat de Girona: La qualificació de "No Presentat" exhaureix convocatòria de qualificació als efectes previstos en la normativa de Permanència i progressió en estudis de grau de la Universitat de Girona.

Avaluació única:
SCENARIO 1: 100% IN-PERSON INSTRUCTION

CONTINUOUS ORDINARY CALL
Intended for in-person students. Student performance will be assessed based on their completion of case studies, exercises, and assignments throughout the semester through:

• Case analysis and exercise completion (30% of the grade)
• Term paper (30% of the grade)
• Theoretical-practical assessment exam (accounting for 40% of the grade): an exam covering the entire course content (divided into two parts).

Minimum requirements for passing: To pass the continuous assessment, in addition to achieving a weighted average of 5.00 points across all grades, the score on the theoretical-practical assessment must be at least five points. If a student does not pass during this exam period, they may retake the exam during the make-up exam period.

SINGLE ORDINARY CALL
Both distance learners and students who have opted for the single assessment (waiving the continuous assessment) will take this exam. It will consist of a theoretical-practical exam covering the entire course content, which will account for 100% of the final grade. If a student does not pass this exam, they may retake it during the make-up exam period.

Minimum requirements for passing: students must obtain a grade of at least 5.00 on the theoretical-practical exam.

EXTRAORDINARY CALL
Students (both on-campus and online) who have not passed the regular exam session (whether in the continuous or single-session format) must take a theoretical-practical exam covering the entire course content, which will account for 100% of the grade.

Minimum requirements for passing: a score of at least 5.00 points must be obtained on the theoretical-practical exam.

EXTRA INFORMATION:
Interested students must request it through the online secretary, attaching the relevant documentation, and the deadlines will be:
First semester subjects: 28-09-2026
Second semester subjects: 11-02-2027

Requisits mínims per aprovar:
Per considerar superada l’assignatura, caldrà obtenir una qualificació mínima de 5.0

Students will receive tutoring from the teacher through personal meetings, videoconference or through email. The contact email with the teacher is julia.alabart@eum.es. The schedules of the tutorials will be set by mutual agreement between students and teacher, upon request by email. The face-to-face tutorials will be carried out (within the hours in which information is provided in the moodle of the subject and upon request) in the Company Office of the Consell de Cent Building, located at C/ Consell de Cent, 143. 08015 Barcelona

Communication and interaction with students will be carried out through all possible means foreseen according to the structures and regulations of the school, depending on the requirements of each specific situation: classrooms, moodle, email, videoconferencing.

RAT-K9 - Distinguir de forma precisa la terminología profesional referida a los elementos y contenidos fundamentales de la
administración de empresas. TIPO: Conocimientos o contenidos
RAT-S2 - Aplicar las habilidades comunicativas para presentar una exposición clara, coherente e independiente de conocimientos,
ideas, problemas y soluciones utilizando el canal y el mensaje más adecuado a cada contexto y público objetivo. TIPO: Habilidades
o destrezas
RAT-K7 - Determinar los actuales retos que afronta la empresa en sus estrategias de expansión internacional. TIPO: Conocimientos
o contenidos
RAT-K8 - Reconocer los principios rectores de las políticas de igualdad, sostenibilidad y justicia que deben regir el funcionamiento
de las organizaciones. TIPO: Conocimientos o contenidos
RAT-C1 - Combinar metodologías de origen multidisciplinar para la toma de decisiones en la resolución de problemas. TIPO:
Competencias
RAT-K1 - Identificar, bajo un enfoque holístico el funcionamiento de una empresa, los objetivos que persigue y las funciones que
puede desarrollar. TIPO: Conocimientos o contenidos
RAT-K3 - Explicar el funcionamiento de los diversos subsistemas de la empresa (dirección, producción, marketing y comunicación,
financiación, innovación, logística, recursos humanos). TIPO: Conocimientos o contenidos
RAT-S4 - Seleccionar información de diferente procedencia y estructurarla mediante técnicas cuantitativas y cualitativas y formato
de forma eficiente con el fin de obtener resultados que den cumplimiento a los objetivos predeterminados y extraer las conclusiones
oportunas. TIPO: Habilidades o destrezas
RAT-S6 - Colaborar eficazmente de forma activa en equipos, de acuerdo a las funciones asignadas, en proyectos de ámbito
internacional. TIPO: Habilidades o destrezas
RAT-C2 - Diseñar acciones para hacer frente a las desigualdades por razones de sexo y género. TIPO: Competencias
RAT-C6 - Combinar el intelecto, los conocimientos y el pensamiento divergente (creatividad) en la búsqueda de soluciones
adecuadas a problemas específicos. TIPO: Competencias


The business world, which this course aims to introduce students to through its core content, is constantly evolving and generates new developments and news daily. Therefore, students are encouraged to stay informed about current events through the media (primarily radio, television, newspapers, and, above all, general and specialized news websites). The instructor, for their part, commits to keeping the course content related to the practical component of the course up to date (the case study and data used will be updated to the most current information possible, and, when deemed appropriate, entirely new case studies will be developed).

Furthermore, all students are advised to:

• Respect for an appropriate learning and study environment in order to effectively and efficiently benefit from the theoretical and practical content that the professor makes available throughout the course
• Attend individual tutoring sessions, as this is a proven method of learning support that is highly useful and beneficial, especially in cases where students encounter greater difficulties in understanding the course content.

In this course, attendance will be taken at the beginning of each session for purely statistical purposes. Attendance is not mandatory, though it is strongly recommended. Punctuality at the start of classes is required so that sessions can proceed with as little disruption as possible. Since attendance at sessions is not mandatory, students are required to show absolute respect for the faculty and fellow students (otherwise, they will be asked to leave the classroom).

Throughout the course, several of the Sustainable Development Goals (SDGs) will be addressed or utilized, specifically those related to gender equality, decent work and economic growth, industry, responsible consumption and production.

Likewise, a gender perspective will be incorporated into the development of the sessions, and various soft skills will be addressed, such as critical thinking, commitment, integrity, empathy, teamwork, communication, creativity and innovation, courtesy, flexibility, professionalism, responsibility, leadership, professional ethics, conflict resolution, problem-solving, and negotiation.