Introducció a l'administració d'empresesIntroducción a la administración de empresasIntroduction to Business Administration  (3152G02001)

This subject will introduce students to the realities of business administration. This subject is divided into two blocks: Block I: Presentation of the concept of business and business administration, analysing its evolution to the present day. This block will study the figure of the manager: functions and general roles; the company: signature theory, transaction costs theory, agency theory, resources and capabilities theory. Block II: The administration of companies is analysed from a strategic perspective. Corporate Social Responsibility and business ethics. Analysis of the business environment (internal and external). Strategic planning and control. Strategic development policies.

Comptabilitat i finances per a la gestió de màrquetingContabilidad y finanzas para la gestión de marketingAccounting and Finance for marketing  (3152G02002)

Overview of the company from the perspective of management control in financial accounting and costs in analytical accounting.There will be two distinct blocks.The first block will cover the General Accounting Plan, deterioration, provisions, contingency and other aspects that affect the Business Result; Tax posting.The second part of the course covers cost accounting: introduction to cost accounting; cost results and models; general process in analytical accounting vs financial accounting; cost allocation models, budgetary control.

Recursos humansRecursos humanosHuman Resources  (3152G02003)

The subject provides the necessary tools so that the students know the objectives and functions of the functional area of Human Resources.The students will learn the procedures that configure the basic work of the department of human resources and finally will be ones capable of applying the techniques suitable for concrete situations for the management of the resources human in companies.The organitzacional culture and the processes of communication, the design and the appraisal of the jobs, the processes of persons incorporation in the company, will be studied; formative processes and development of careers, evaluation of the performance and the strategic planning of the human resources.

Introducció a l'economiaIntroducción a la economíaIntroduction to Economics  (3152G02004)

This subject will introduce students to the basic concepts related to the economy, so that they can understand the general functioning of an economic system. The subject is divided into three blocks: Block I: The private economy. Within this block, we will study Companies: business owners, public limited companies and production social relations; Consumers: the concept of utility, rational decisions, the principles of marginalist theory; the Financial System: the banking system, the secondary market; the Market Economy: demand, supply, market balance, demand elasticity, perfect and imperfect competition. Block II: The public economy. This block is made up of the following contents: Market failures: positive and negative externalities; Tax system: direct and indirect taxes, common regime and the foreign system; general State budget; Economic policies: fiscal incentives, budget cuts, monetary policy. Block III: Economic theories: Liberalism: classic and neoclassic; Social thought: socialism, social democracies, Keynes; Monetarism: Friedman, the Washington Consensus, the Stability Pact.

Introducció al màrquetingIntroducción al marketingIntroduction to Marketing  (3152G02006)

The objective of this subject is to analyse the basic principles of marketing in the company.The subject will be divided into 7 blocks: 1.- General concepts in Marketing.McCarthy's Marketing Mix and Four Ps: product, price, promotion and place.The other 2 Ps (Politics and Public Relations).Megamarketing concept (environment).2.- Relational marketing.Creating long-term, profitable relationships with customers.Trend towards one-to-one marketing.3.- The product.Typology depending on function, durability, export, property regime, availability.4.- The price.Setting prices.Market levels: supreme, luxury, special needs, intermediate, comfort / convenience (functional utility), cheap, price only.5.- Introduction to distribution and channels, types of vertical, horizontal commercialisation.6.- Communication.Advertising, promotion, public relations, sponsorship.7.-Politics of marketing.From product orientation to customer orientation.Sales management.

Anàlisi comercialAnálisis comercialBusiness analysis  (3152G02007)

Students will be introduced to the tools for carrying out a commercial analysis of a business.They will analyse the formulas for obtaining information to improve commercial analysis and business results: Analysis of the market and environment, Analysis of the competition: types, analysis of emergence due to market expansion, product expansion, backward integration, forward integration.Analysis of demand; determining demand (price of the good, price of substitute goods, price of complementary goods, consumer income, tastes and preferences, population, anticipated future prices, law of demand.Analysis of segmentation, concept and purpose of market segmentation, segmentation methods; segmentation and positioning decisions.Students will study the technologies that enable the circulation and capturing of information: survey types and techniques, management of commercial information using the SIM system (need for marketing information, internal data system, marketing intelligence).

Comportament de compra del consumidorComportamiento de compra del consumidorConsumer purchasing behavior  (3152G02008)

The purchasing process will be analysed (need, involvement, alternatives, evaluation, purchase, post-purchase behaviour) and the factors that influence consumer behaviour.For this, the dimensions of consumer behaviour will be studied, in addition to the purchasing decision-making process, internal determinants of behaviour (psychological: perception, motivation, learning, attitudes and self-concept; personal: demographic, lifestyles and situational) and the external conditioners of behaviour (family, reference groups, social classes, culture and subculture).

Comportament de compra de les organitzacionsComportamiento de compra de las organizacionesBuying behavior of organizations  (3152G02009)

Students will be introduced to the peculiarities of industrial or corporate purchasing, the decision-making process for corporate purchasing, the evaluation of purchases and models of behaviour for corporate purchasing.The subject is divided into 5 blocks: 1) Characteristics of industrial purchases: incorporation of the product, consumption or use, resale.2) The purchasing department, structure, criteria, objectives 3) The decision-making process for industrial purchases ; complex, long, collective decisions.4) Evaluating purchases; technical assistance, costs, quality, delivery times, financial conditions.5) Models of behaviour for corporate purchasing; partial models: derived, fluctuating, inelastic, concentrated and by volume demand; Lehmann and Shaughnessy supplier selection, Wind's supplier loyalty.Global models: Sheth; Webster and Wind; Cardozo, Anderson and Chambers.Differences between the industrial market and the consumer market.

Fonaments d'estadísticaFundamentos de estadísticaBases of Statistics  (3152G02010)

The subject Foundations of Statistics will provide students with the basic tools to collect, organise, synthesise, analyse and interpret a set of data which enables them to answer different types of questions that may be posed by a marketing professional in the course of their professional activity.The subject is divided into 4 blocks: Block I: Descriptive Statistics and Sampling.Type of variables.Block II: Probability, Random Variables and Theorem of the Central Limit.Block III: Univariate analysis in quantitative and qualitative variables.Univariate statistical inference.Confidence intervals and Hypotheses testingBlock IV: Bivariant analysis in two qualitative variables (contingency tables).Bivariant analysis between a qualitative variable and a quantitative variable (comparison of means and ANOVA).Bivariant analysis between two quantitative variables (correlation analysis).

Anglès IInglés IEnglish Language I  (3152G02014)

Improvement and intensification of the English Language for the professional development of the students, increasing its level of domain of the language in relation to the level of entry.This course is designed for students who already have an intermediate knowledge of English.An approach to the subject is developed / based on the functions that the students can broaden and improve the knowledge in the context of Marketing and Businesses.Based on the thematic areas and the professional competences pertinent to the students, the course also incorporates a related complete grammar and vocabulary programme and systematic work in speaking, listening, reading and writing.The necessary linguistic skills to be able to communicate with colleagues of English speech and to negotiate with persons of English speech in the industry of the commercialisation will be worked.

Xinès mandarí IChino mandarín 1Chinese Language 1  (3152G02018)

The subject Mandarin Chinese I will introduce the student to the most basic, essential aspects of the phonological, morphological, lexical, syntactic, semantic and pragmatic structure of Chinese and the four basic communication tools will be studied.Familiarisation with basic and frequently used keys; writing and recognising a minimum of 250 basic Chinese characters; using and understanding basic and frequently used vocabulary.

Dimensió jurídica del màrquetingDimensión jurídica del marketingLegal dimension of Marketing  (3152G02005)

Estadística I Estadística I Statistics 1  (3152G02011)

Estadistica IIEstadística IIStatistics 2  (3152G02012)

Desenvolupament de productes i marquesDesarrollo de productos y marcasDevelopment of products and brands  (3152G02023)

Disseny d'estratègies i programes sobre preusDiseño de estrategias y programas sobre preciosDesigning pricing strategies and programs  (3152G02024)

Estratègies sobre distribució i logística de la distribució Estrategias sobre distribución y logística de la distribuciónDistribution strategies and distribution logistics  (3152G02025)

Venda personal i màrqueting directeVenta personal y marketing directoPersonal selling and direct marketing  (3152G02027)

Publicitat, promoció i relacions públiques Publicidad, promoción y relaciones públicasAdvertising, promotion and public relations   (3152G02028)

Màrqueting InternacionalMarketing InternacionalInternational Marketing  (3152G02029)

Anglès II Inglés IIEnglish Language II  (3152G02015)

Xinès mandarí IIChino mandarín IIChinese Language II  (3152G02019)

Tècniques Qualitatives i Prospectives per a la Investigació ComercialTécnicas Cualitativas y Prospectivas para la Investigación ComercialQualitative and Prospective Commercial Research  (3152G02013)

Desenvolupament del pla de màrquetingDesarrollo del plan de marketingMarketing Plan Development  (3152G02026)

Màrqueting Industrial i de ServeisMarketing Industrial y de ServiciosIndustrial and Services Marketing  (3152G02022)

Màrqueting social i de les institucions no lucrativesMarketing social y de las instituciones no lucrativasSocial marketing and nonprofit institutions  (3152G02030)

La conducta de compra online La conducta de compra onlineOnline shopping behavior   (3152G02031)

Comunicació i xarxes socialsComunicación y redes socialesCommunication and social networks   (3152G02032)

Estudis de mercat per InternetEstudios de mercado por InternetInternet Market Research   (3152G02033)

Disseny i desenvolupament de websitesDiseño y desarrollo de websitesDesign and development of websites   (3152G02034)

Anglès IIIInglés IIIEnglish Language III  (3152G02016)

Xinès mandarí IIIChino mandarín IIIChinese Language III  (3152G02020)

PràcticumPrácticumProfessional Placements  (3152G02035)

Neuromàrqueting NeuromarketingNeuromarketing  (3152G02040)

Habilitats Directives i de ComunicacióHabilidades Directivas y de ComunicaciónCommunication and Managment Skills  (3152G02043)

Pràcticum IIPrácticum IIProfessional Placements II  (3152G02050)

Informàtica aplicada al disseny multimèdiaInformática aplicada al diseño multimediaComputing applied to multimedia design  (3152G02055)

The subject IT APPLIED TO MULTIMEDIA DESIGN teaches students how to use programmes such as PHOTOSHOP CS6 and ILLUSTRATOR CS6 through practicals and exercises proposed on a weekly basis.

Marca personal i influencer marketingMarca personal e influencer marketingPersonal brand and influencer marketing  (3152G02057)

In marketing with influencers, management of a personal brand is essential to enable consumers not only to identify with the brands, but also internalise the message they transmit and to trust in it, thus reaching consumers in a natural and credible way, which will make the strategy a success.In this subject, we'll be looking at the different components of a personal brand, how to build one and how to manage it.We'll be working on digital identity.Later we will review the marketing of influencers.Over the course of the subject, we'll be looking at real cases of influencers in different fields.

Identitat, Branding i Reputació DigitalIdentidad, Branding y Reputación DigitalIdentity, Branding and Digital Reputation  (3152G02058)

As part of the development of the advertising communication, brand management and identity and the consequent management of the company's reputation are of vital importance.In this new context, consumers participate in the creation and distribution of content, as a result of which and thanks to the viral dissemination that social networks permit, a company can either lose credibility or take off.The aim of this subject is for the student to understand how the identity and brand management mechanisms of a company work and how to protect the reputation of a company in a connected world.

CreativitatCreatividadCreativity  (3152G02059)

Creativity is undoubtedly the most exciting part of advertising, which can and needs to ensure the message is clear, relevant and powerful to make the brand stand out from its competitors.This subject takes a more in-depth look at the creative process so that students understand this creative process through the different techniques that exist and so they are able to produce effective advertising messages.

Campanyes publicitàriesCampañas publicitariasAdvertising campaigns  (3152G02060)

Creating advertising campaigns involves the participation or various entities and processes, all with the mission of bringing the message of the advertiser to the end consumer in an effective manner.The aim of this subject is to give the student an in-depth knowledge and understanding of everything behind an advertising campaign: who is involved, what it's for, who it's aimed at, what techniques are used, how to communicate and draw in the target audience, among other aspects.

Introducció al disseny gràficIntroducción al diseño gràfico  (3152G02061)

En aquesta assignatura s'adquiriran els coneixements i les tècniques bàsiques per a la planificació, desenvolupament i elaboració de productes publicitaris gràfics, així com la creació d'imatges i projectes més complexos. Gràcies a l'aprenentatge de diverses eines, l'alumne aprendrà els procediments formals de la comunicació gràfica i com posar-los a la pràctica.

Màrqueting d'esdevenimentsMarketing de eventosEvent Marketing  (3152G02062)

The event is essential in developing a public relations plan, stakeholders events. Thanks to this subject, students will be able to understand how an event is conceived, planned, communicated, and developed to achieve company goals based on a project.

Fonaments de la Intel·ligència Artificial en MàrquetingFundamentos de la Inteligencia Artificial en Marketing Foundations of Artificial Intelligence in Marketing  (3152G02063)

This subject introduces the conceptual, methodological and applied foundations of artificial intelligence (AI) in the field of marketing.It analyses the main paradigms (machine learning, deep learning, predictive and generative systems), as well as their applications in data analysis, segmentation, personalisation, process automation and strategic decision-making.  

Automatizació i Personalització de Campanyes de Màrqueting Automatización y Personalización de Campañas de Marketing Automation and Personalization of Marketing Campaigns   (3152G02064)

This subject analyses the strategic and operational foundations of automating and personalising marketing campaigns in digital environments.We study the main automation platforms (CRM, email marketing, lead management and customer journey), as well as advanced segmentation, scoring, and data-driven personalisation techniques.Students will learn to design automated flows focused on acquisition, conversion and retention, integrating ethical, legal and efficiency criteria. 

Xatbots, Assitents Virtuals i Experièncial de Client Chatbots, Asistentes Virtuales y Experiencia de ClienteChatbots, Virtual Assistants, and Customer Experience   (3152G02065)

This subject analyses the role of chatbots and virtual assistants in marketing strategy and customer experience management.The course explores the technological foundations (conversational AI, natural language processing and automation) and their application in omni-channel environments.Students will learn to design, implement and evaluate conversational solutions focused on customer acquisition, retention and service, considering criteria such as usability, personalisation, ethics, data protection and service quality. 

Intel·ligència Artificial Generativa i Contingut Creatiu Inteligencia Artificial Generativa y Contenido Creativo Generative Artificial Intelligence and Creative Content   (3152G02066)

The subject analyses the foundations, applications and implications of generative artificial intelligence in digital content creation.We study text, image, audio and video generation models, as well as their applications in marketing, communication and business creativity.Students develop skills related to prompt design, critical evaluation of results, integration into professional workflows and consideration of ethical, legal and intellectual property aspects. 

Ètica, Transparència i Regulació de la Intel·ligència Artificial en Màrqueting Ética, Transparencia y Regulación de la Inteligencia Artificial en Marketing Ethics, Transparency and Regulation of Artificial Intelligence in Marketing   (3152G02067)

This subject analyses the ethical foundations, transparency principles and regulatory frameworks that affect the use of artificial intelligence in marketing.The risks associated with algorithms (bias, discrimination, opacity, use of personal data), the protection of consumer rights, and the obligations arising from current regulations - especially regarding data protection and AI regulation - are studied.Students will develop critical criteria for designing and implementing responsible and sustainable marketing strategies aligned with the principles of ethical governance and regulatory compliance. 

Treball Final de GrauTrabajo Final de GradoFinal Project  (3152G02036)

Anglès IVInglés IVEnglish Language IV  (3152G02017)

Xinès mandarí IVChino mandarín IVChinese Language IV  (3152G02021)

Neuromàrqueting NeuromarketingNeuromarketing  (3152G02040)

Habilitats Directives i de ComunicacióHabilidades Directivas y de ComunicaciónCommunication and Managment Skills  (3152G02043)

Pràcticum IIPrácticum IIProfessional Placements II  (3152G02050)

Informàtica aplicada al disseny multimèdiaInformática aplicada al diseño multimediaComputing applied to multimedia design  (3152G02055)

The subject IT APPLIED TO MULTIMEDIA DESIGN teaches students how to use programmes such as PHOTOSHOP CS6 and ILLUSTRATOR CS6 through practicals and exercises proposed on a weekly basis.

Marca personal i influencer marketingMarca personal e influencer marketingPersonal brand and influencer marketing  (3152G02057)

In marketing with influencers, management of a personal brand is essential to enable consumers not only to identify with the brands, but also internalise the message they transmit and to trust in it, thus reaching consumers in a natural and credible way, which will make the strategy a success.In this subject, we'll be looking at the different components of a personal brand, how to build one and how to manage it.We'll be working on digital identity.Later we will review the marketing of influencers.Over the course of the subject, we'll be looking at real cases of influencers in different fields.

Identitat, Branding i Reputació DigitalIdentidad, Branding y Reputación DigitalIdentity, Branding and Digital Reputation  (3152G02058)

As part of the development of the advertising communication, brand management and identity and the consequent management of the company's reputation are of vital importance.In this new context, consumers participate in the creation and distribution of content, as a result of which and thanks to the viral dissemination that social networks permit, a company can either lose credibility or take off.The aim of this subject is for the student to understand how the identity and brand management mechanisms of a company work and how to protect the reputation of a company in a connected world.

CreativitatCreatividadCreativity  (3152G02059)

Creativity is undoubtedly the most exciting part of advertising, which can and needs to ensure the message is clear, relevant and powerful to make the brand stand out from its competitors.This subject takes a more in-depth look at the creative process so that students understand this creative process through the different techniques that exist and so they are able to produce effective advertising messages.

Campanyes publicitàriesCampañas publicitariasAdvertising campaigns  (3152G02060)

Creating advertising campaigns involves the participation or various entities and processes, all with the mission of bringing the message of the advertiser to the end consumer in an effective manner.The aim of this subject is to give the student an in-depth knowledge and understanding of everything behind an advertising campaign: who is involved, what it's for, who it's aimed at, what techniques are used, how to communicate and draw in the target audience, among other aspects.

Introducció al disseny gràficIntroducción al diseño gràfico  (3152G02061)

En aquesta assignatura s'adquiriran els coneixements i les tècniques bàsiques per a la planificació, desenvolupament i elaboració de productes publicitaris gràfics, així com la creació d'imatges i projectes més complexos. Gràcies a l'aprenentatge de diverses eines, l'alumne aprendrà els procediments formals de la comunicació gràfica i com posar-los a la pràctica.

Màrqueting d'esdevenimentsMarketing de eventosEvent Marketing  (3152G02062)

The event is essential in developing a public relations plan, stakeholders events. Thanks to this subject, students will be able to understand how an event is conceived, planned, communicated, and developed to achieve company goals based on a project.

Fonaments de la Intel·ligència Artificial en MàrquetingFundamentos de la Inteligencia Artificial en Marketing Foundations of Artificial Intelligence in Marketing  (3152G02063)

This subject introduces the conceptual, methodological and applied foundations of artificial intelligence (AI) in the field of marketing.It analyses the main paradigms (machine learning, deep learning, predictive and generative systems), as well as their applications in data analysis, segmentation, personalisation, process automation and strategic decision-making.  

Automatizació i Personalització de Campanyes de Màrqueting Automatización y Personalización de Campañas de Marketing Automation and Personalization of Marketing Campaigns   (3152G02064)

This subject analyses the strategic and operational foundations of automating and personalising marketing campaigns in digital environments.We study the main automation platforms (CRM, email marketing, lead management and customer journey), as well as advanced segmentation, scoring, and data-driven personalisation techniques.Students will learn to design automated flows focused on acquisition, conversion and retention, integrating ethical, legal and efficiency criteria. 

Xatbots, Assitents Virtuals i Experièncial de Client Chatbots, Asistentes Virtuales y Experiencia de ClienteChatbots, Virtual Assistants, and Customer Experience   (3152G02065)

This subject analyses the role of chatbots and virtual assistants in marketing strategy and customer experience management.The course explores the technological foundations (conversational AI, natural language processing and automation) and their application in omni-channel environments.Students will learn to design, implement and evaluate conversational solutions focused on customer acquisition, retention and service, considering criteria such as usability, personalisation, ethics, data protection and service quality. 

Intel·ligència Artificial Generativa i Contingut Creatiu Inteligencia Artificial Generativa y Contenido Creativo Generative Artificial Intelligence and Creative Content   (3152G02066)

The subject analyses the foundations, applications and implications of generative artificial intelligence in digital content creation.We study text, image, audio and video generation models, as well as their applications in marketing, communication and business creativity.Students develop skills related to prompt design, critical evaluation of results, integration into professional workflows and consideration of ethical, legal and intellectual property aspects. 

Ètica, Transparència i Regulació de la Intel·ligència Artificial en Màrqueting Ética, Transparencia y Regulación de la Inteligencia Artificial en Marketing Ethics, Transparency and Regulation of Artificial Intelligence in Marketing   (3152G02067)

This subject analyses the ethical foundations, transparency principles and regulatory frameworks that affect the use of artificial intelligence in marketing.The risks associated with algorithms (bias, discrimination, opacity, use of personal data), the protection of consumer rights, and the obligations arising from current regulations - especially regarding data protection and AI regulation - are studied.Students will develop critical criteria for designing and implementing responsible and sustainable marketing strategies aligned with the principles of ethical governance and regulatory compliance. 

Anglès IInglés IEnglish Language I  (3152G02014)

Improvement and intensification of the English Language for the professional development of the students, increasing its level of domain of the language in relation to the level of entry.This course is designed for students who already have an intermediate knowledge of English.An approach to the subject is developed / based on the functions that the students can broaden and improve the knowledge in the context of Marketing and Businesses.Based on the thematic areas and the professional competences pertinent to the students, the course also incorporates a related complete grammar and vocabulary programme and systematic work in speaking, listening, reading and writing.The necessary linguistic skills to be able to communicate with colleagues of English speech and to negotiate with persons of English speech in the industry of the commercialisation will be worked.

Anglès II Inglés IIEnglish Language II  (3152G02015)

Anglès IIIInglés IIIEnglish Language III  (3152G02016)

Anglès IVInglés IVEnglish Language IV  (3152G02017)

Xinès mandarí IChino mandarín 1Chinese Language 1  (3152G02018)

The subject Mandarin Chinese I will introduce the student to the most basic, essential aspects of the phonological, morphological, lexical, syntactic, semantic and pragmatic structure of Chinese and the four basic communication tools will be studied.Familiarisation with basic and frequently used keys; writing and recognising a minimum of 250 basic Chinese characters; using and understanding basic and frequently used vocabulary.

Xinès mandarí IIChino mandarín IIChinese Language II  (3152G02019)

Xinès mandarí IIIChino mandarín IIIChinese Language III  (3152G02020)

Xinès mandarí IVChino mandarín IVChinese Language IV  (3152G02021)