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Essentials of Marketing

Code: 104675 ECTS Credits: 6
Degree Type Year Semester
2501572 Business Administration and Management OB 1 2
2501573 Economics OT 3 2
2501573 Economics OT 4 0
The proposed teaching and assessment methodology that appear in the guide may be subject to changes as a result of the restrictions to face-to-face class attendance imposed by the health authorities.


Joan Llonch Andreu

Use of Languages

Principal working language:
catalan (cat)
Some groups entirely in English:
Some groups entirely in Catalan:
Some groups entirely in Spanish:


María Pilar López Belbeze
Rosalía Gallo Martínez
Rossano Eusebio
Vera Butkouskaya
Jordi Gamundi Ballbé
Roger Pladellorens Pertegaz


Non existent.

Objectives and Contextualisation

Marketing is a basic subject within the Degree in Business Management and Administration because it offers training in central aspects of business management, and specifically in the management of the Marketing department and the department of Commercial Management. This training in commercial management and marketing is necessary for graduates in Business Administration and Management to be able to work in companies in any production sector. It is also important for graduates in Economics to have a global view of the way that the marketing sections of companies work. In all these situations students have to have a broad overview of business management in order to carry out their work and be able to grow within the organisation. Marketing knowledge is acquired through two different subjects: Fundamentals of Marketing and Marketing Management. Fundamentals oh Marketing is obligatory in the first year and Marketing Management in the third year, when students will already have basic training in the way businesses work.
On completing the course of Fundamentals of Marketing students should be able to:
- Understand and know how to evaluate the main marketing concepts and tools.

- Understand the importance of marketing in businesses and in society.

- Make internal and external analyses of the company and make diagnostic decisions about the commercial situation.

- Know the different competitive marketing strategies.

- Know how to connect the different marketing decissions with other functional decissions.


    Business Administration and Management
  • Apply theoretical knowledge to improve relations with clients and suppliers, identifying the advantages and disadvantages of those relations for both sides: company and client or supplier.
  • Demonstrate knowledge of the processes for the implementation of company strategies.
  • Transmit company, department or work objectives clearly.

Learning Outcomes

  1. Apply the concepts of strategic marketing to achieve market-oriented organisation.
  2. Assess the importance of long-term commercial relationships with clients (relationship marketing).
  3. Assess the main marketing concepts and tools.
  4. Evaluate the major concepts and tools of communication (offline and online).
  5. Formulate and design different strategies of growth and differentiation.
  6. Identify the differences in the marketing applied to different economic sectors or types of organisations.
  7. Perform an analysis of the market and of competitive structures, and determine a strategic diagnosis for the company.
  8. Recognise the different directions a company can adopt.
  9. Translating strategic objectives into concrete programs of communication.
  10. Understand the importance of strategic marketing as a source of competitive advantages for the organisation.



  1. The nature and scope of marketing

  2. Marketing planning

  3. Marketing research


  1. Markets and demand

  2. Market segmentation

  3. Product positioning


  1. Business strategy design

  2. Product and brand strategies

  3. Price strategies

  4. Distribution strategies

  5. Communication strategies


The subject of Fundamentals of Marketing will use a combination of teaching methods to promote student learning.
1) Lectures: in these sessions the lecturers cover the basic concepts and notions of the subject.
2) Work sessions centred on case studies: the methodology of the case in question will be used to gain a better understanding of the concepts and models covered in the lectures. Student will receive a case on which they must compile a report to be discussed in class.
3) Practical activities and exercises: student must work individually or in small groups to solve practical questions and exercises. Some of these activities will take place in the classroom and others will not.
4) Complementary activities: reading press articles, reviewing books that contribute to illustrating and clarifying relevant aspects of the subject content.
5) Tutorials: students have access to lecturers in the subject at certain times which may help to clear up any doubts that they may have about the subject or the specific questions they are dealing with.


Title Hours ECTS Learning Outcomes
Type: Directed      
Practice classes 16.5 0.66
Theory classes 33 1.32
Type: Supervised      
Tutorials 27.5 1.1
Type: Autonomous      
Study 30 1.2
Work on case studies & classes assessment 13 0.52
Work on final project 25 1


The Fundamentals of Marketing subject will be assessed according to the following criteria:
1) Project (25%): This is a project carried out in groups of 3-4 students to be handed in at the end of the course.
2) Resolving case studies (15%): Solving problems in practical case studies.
3) Participation in class (10%): class participation consists in the active participation of students through the resolution of problems and contribution of up-to-date information about the types of issued experienced by companies.
4) Written exam (50%)

To calculate the grade of the subject according to the weights indicated, a minimum grade of 3.5 must be obtained in the exam. If a student does not get this minimum grade, he/she will not calculate the mean, according to the previous calculations, and the grade of the subject will be the one obtained in the exam.

All students are required to perform evaluable tasks. In the event that the student obtains a final examination evaluation of a minimum of 3.5/10, he/she may add up the grades of the continuous evaluation. If the student's course note is 5 or higher, the subject is considered passed and the subject cannot be re-evaluated. In the case of a grade less than 5, the student may take the recovery test. In the event that the student does not obtain a minimum grade of 3.5/10 in the final exam, the grade of the continuous evaluation will not be added and will have to repeat the subject.

Students may only obtain a grade of “Not Assessed” for the subject if they have not presented for any of the assessment exercises. So students who have presented work for continual assessment may not opt for an “Not assessed” grade for the course.

Calendar of evaluation activities

The dates of the evaluation activities (midterm exams, exercises in the classroom, assignments, ...) will be announced well in advance during the semester.

The date of the final exam is scheduled in the assessment calendar of the Faculty.

"The dates of evaluation activities cannot be modified, unless there is an exceptional and duly justified reason why an evaluation activity cannot be carried out. In this case, the degree coordinator will contact both the teaching staff and the affected student, and a new date will be scheduled within the same academic period to make up for the missed evaluation activity." Section 1 of Article 115. Calendar of evaluation activities (Academic Regulations UAB). Students of the Faculty of Economics and Business, who in accordance with the previous paragraph need to change an evaluation activity date must process the request by filling out an Application for exams' reschedulehttps://eformularis.uab.cat/group/deganat_feie/application-for-exams-reschedule


Grade revision process

After all grading activities have ended, students will be informed of the date and way in which the course grades will be published. Students will be also be informed of the procedure, place, date and time of grade revision following University regulations.


Retake Process

"To be eligible to participate in the retake process, it is required for students to have been previously been evaluated for at least two thirds of the total evaluation activities of the subject." Section 3 of Article 112 ter. The recovery (UAB Academic Regulations). Additionally, it is required that the student to have achievedan average grade of the subject between 3.5 and 4.9.

The date of the retake exam will be posted in the calendar of evaluation activities of the Faculty. Students who take this exam and pass, will get a grade of 5 for the subject. If the student does not pass the retake, the grade will remain unchanged, and hence, student will fail the course.


Irregularities in evaluation activities

In spite of other disciplinary measures deemed appropriate, and in accordance with current academic regulations, "in the case that the student makes any irregularity that could lead to a significant variation in the grade of an evaluation activity, it will be graded with a 0, regardless of the disciplinary process that can be instructed. In case of various irregularities occur in the evaluation of the same subject, the final grade of this subject will be 0"Section 10 of Article 116. Results of the evaluation. (UAB Academic Regulations).


Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Case study presentations and classes assessment 25% 1.5 0.06 1, 10, 5, 6, 7, 8, 9, 4, 3, 2
Exam 50% 2 0.08 10, 5, 6, 8, 4, 3, 2
Presentation of projects 25% 1.5 0.06 10, 5, 6, 7, 8, 4, 3, 2



SANTESMASES, M. AND OTHERS: "Fundamentals of Marketing", Ed. Pirámide, 2011.  


The professor will announce in class the list of complementary bibliography.