This version of the course guide is provisional until the period for editing the new course guides ends.

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Marketing and Document Management

Code: 103133 ECTS Credits: 12
2025/2026
Degree Type Year
Advertising and Public Relations OB 1

Contact

Name:
Alfonso Gonzalez Quesada
Email:
alfons.gonzalez@uab.cat

Teachers

Mireya Places Fernando
Elaine Aparecida Lopes Da Silva
Maria Angeles Jimenez Lopez
Cristina Martorell Castellano

Teaching groups languages

You can view this information at the end of this document.


Prerequisites

There is no prerequisite.

 


Objectives and Contextualisation

  1. Know how to identify markets and audiences.
  2. Understand the scope of the basic tools and resources for analytical marketing and know how to apply them.
  3. Know the scope of the main types of information sources and resources.
  4. Properly use the main types of information sources and resources to respond to any type of information need in the field of advertising, marketing and public relations.

Learning Outcomes

  1. KM10 (Knowledge) List the stages and strategies in the development of a communication plan.
  2. KM11 (Knowledge) Explain the key elements involved in developing a marketing plan.
  3. SM10 (Skill) Apply documentary research processes and qualitative and quantitative techniques to the management of information in advertising and public relations projects.

Content

Marketing Scope:

  • Marketing – General overview (history, key authors, marketing approaches).
  • Environmental analysis and SWOT.
  • Market research: Qualitative and Quantitative.
  • Marketing mix: The “4Ps” (product, price, distribution, and communication).
  • Segmentation and positioning, and Consumer behavior.

Documentary Management Scope:

  • Documentary management: what it is and what it is for. Approach to the Information Units. Informative needs for publicists and public relations.
  • The representation of information: the languages of indexation.
  • The sources of information: typology, characteristics and uses. Sources of reference for the advertising activity.
  • The electronic information. The databases: structure, operation and consultation. Internet as a source of information: directories and search engines.
  • Access to bibliographic information on the net: catalogs, summary databases, commercial databases, editorial portals and academic search engines.
  • Sources of graphic and audiovisual information useful for advertising, marketing and public relations practice.
  • Preparation of academic documents: formal considerations. Bibliographic identification: rules and tools.

 


Activities and Methodology

Title Hours ECTS Learning Outcomes
Type: Directed      
Practical sessions and seminars 90 3.6 KM10, KM11, SM10, KM10
Theoretical classes 15 0.6 KM10, KM11, KM10
Type: Supervised      
Tutoring and revision of exercises and homeworks 15 0.6 KM10, KM11, SM10, KM10
Type: Autonomous      
Completion of exercises, assignments and homework. Reading texts. Studying. 165 6.6 KM10, KM11, SM10, KM10

As this is an annual course, the first semester is dedicated to working on the specific contents of the two subjects that make up the course through theoretical and practical sessions. The second semester is devoted to the development of a joint project involving the two subjects. The teaching methodology of this second semester prioritises practical sessions, seminars and group presentations.

A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find all teaching materials and necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching stff will inform students of any modifications to the course schedule and teaching methodologies.

The course content will be sensitive to issues related to gender perspective and the use of inclusive language.

Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.


Assessment

Continous Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Course work 40% 6 0.24 KM10, KM11, SM10
Individual practices in the Classroom 10% 5 0.2 KM10, KM11, SM10
Individual test of theoretical and practical contents of Documentary Management. 25% 2 0.08 KM10, KM11, SM10
Individual test of theoretical and practical contents of Marketing 25% 2 0.08 KM10, KM11, SM10

The system for passing the course is through continuous assessment. This means carrying out and handing in the different assessment activities foreseen, which are detailed below:

1. Individual classroom practice (10% of the final mark). The follow-up of the continuous assessment requires the completion of at least 70% of the exercises, both in Marketing and Document Management.

2. Individual tests (50% of the final mark). There will be one exam on theoretical and practical aspects of Marketing (25% of the final mark) and another on Document Management (25% of the final mark). These two tests aim to assess the acquisition and understanding of the main theoretical and practical contents of the subject in its two aspects and must demonstrate the degree of learning and autonomous study of the students.

In order to follow the continuous assessment, the average of the two individual tests cannot be lower than 4. If the average mark is lower than 3, the course will be failed without the possibility of re-evaluation. Students with an average mark between 3 and 3.99 will have to take the retake of the tests in which they have not achieved a 5.

3. Coursework (40% of the final mark). This is a group work to be carried out entirely during the second semester. Its aim is to combine the two components of the subject through a practical case study. The assignments for each group and the specifics on how to carry out and monitor the group work will be given at the beginning of the second semester.

The final qualification will be obtained from the sum of the percentages corresponding to the three evaluated items as long as the requirements to follow the continuous assessment are met. To pass the course, the sum of the three items must reach 5.

In this subject there is no single evaluation.

Recovery.

Students will be entitled to the revaluation of the subject. They should present a minimum of activitiesthat equals two-thirds of the total grading.  

To be eligible for the recovery, students must have completed at least 70% of the PIAs in both the Marketing and Document Management sections and have obtained a mark of no less than 3 as an average in the individual tests in Marketing and Document Management. 

The individual tests of Marketing and Document Management can be recovered. The activities excluded from resit assessment are the individual practicals and the course project, as they are based on continuous development and cannot be reproduced outside the scheduled period.

Consideration as "Not Assessable"

Students who have not completed at least 33% of the assessment activities planned for the course will be considered "not assessable," and this will be reflected in their final grade.

Plagiarism

In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.

Spelling and grammatical correction

Incorrect spelling or grammatical mistakes in any of the activities of the subject will subtract points from their qualifications.

Use of AI

In this course, the use of Artificial Intelligence (AI) technologies is permitted as an integral part of the development of the coursework, provided that the final result reflects a significant contribution from the student in terms of analysis and personal reflection. Students must clearly identifywhich parts have been generated using such technologies, specify the tools used, and include a critical reflection on how these tools have influenced both the process and the final outcome of the activity. Lack of transparency in the use of AI will be considered a breach of academic integrity and may result in a penalty on the activity’s grade or more severe sanctions in serious cases.


Bibliography

Documentary management

ABADAL, Ernest. Servicios y sistema de información digital. Gijón: Trea, 2001.
ABADAL, Ernest; CODINA, Lluís. Bases de datos documentales: características, funciones y método. Madrid: Síntesis, 2005. (Ciencias de la información. Biblioteconomía y documentación; 25) ISBN 84-9756-263-1.
CODINA, Lluís. “Motores de búsqueda de información científica y académica”[En línia]. Hipertext.net, núm. 5, 2007. <http://www.hipertext.net> [Consulta: 12.10.2010]. ISSN 1695-5498.
FERRAN, Núria; PÉREX-MONTORO, Mario. Búsqueda y recuperación de la información. [Recurs electrònic]. Barcelona: UOC.
LOPEZ YEPES, José (Coord.) Manual de ciencias de la documentación. Madrid : Pirámide, 2002. (Ozalid). ISBN 84-368-1645-5.
MORENO JIMÉNEZ, Pilar. “Estrategias y mecanismos de búsqueda en la web invisible” [En línia]. En: Biblioteca Daniel Cosío Villegas, México, 2003-2005. http://biblio.colmex.mx/recelec/web_invisible.htm . [Consulta: 12.10.2010]
SALAZAR, Idoia. Las profundidades de Internet. Gijón: Trea, 2005
 

Marketing

ARMSTRONG, G., KOTLER, P., MERINO, M. J., PINTADO, T., & JUAN, J. M. (2011). Introducción al marketing (Vol. 2). Madrid: Pearson.
KIM, W. C., & MAUBORGNE, R. (2017). Las claves de la Estrategia del Océano Azul. Profit Editorial.
KOTLER, Philip; KELLER, Kevin (2006). Dirección de Marketing (12a ed). Madrid: Prentice Hall.
SANTESMASES, Miguel. (2007). Marketing. Conceptosy estrategias (5a. ed.). Madrid: Pirámide.


Software

No software is necessary.

 


Groups and Languages

Please note that this information is provisional until 30 November 2025. You can check it through this link. To consult the language you will need to enter the CODE of the subject.

Name Group Language Semester Turn
(PLAB) Practical laboratories 51 Catalan annual afternoon
(PLAB) Practical laboratories 52 Catalan annual afternoon
(PLAB) Practical laboratories 53 Catalan annual afternoon
(TE) Theory 5 Catalan annual afternoon