Online Degree in Marketing

Objectives

To equip students so that they can:

1. Develop oral and written communication skills in Spanish and improve their interpersonal communication.

2. Develop linguistic-textual (comprehension and production) and pragmatic skills in Spanish.

3. Improve their lexical competence and use subject-specific vocabulary.

4. Use expressive, textual, contextual and documentary resources effectively.

5. Acquire persuasive rhetorical skills and professional communication skills: reports, minutes, notices, etc.

6. To develop the ability to work and coordinate within teams.

7. Adopt responsible attitudes towards culture and the written language.

8. Appreciate the role and value of linguistic communication in business and society.

Prerequisites

None specified

Competencies

Qualification in accordance with Royal Decree 822/2021 of 28 September, establishing the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK5 Understands the tools for fostering creativity and disruptive thinking, as well as the fundamental elements of oral and written communication in a business context.

Skills and competences

RS3. Prepares reports and projects following the interpretation of data and information on which to base their conclusions, using analysis and visualisation tools applied to the field of marketing

Competencies

RC2 Prepares reports and projects following the interpretation of data and information on which to base their conclusions, using analytical and visualisation tools applied to the field of marketing

RODS. Develops effective communication, teamwork, analytical thinking, creativity and ethical leadership from a cross-disciplinary perspective, clearly inspired by democratic principles and values, as well as the Sustainable Development Goals, in order to conduct oneself with integrity in the professional sphere

Course content

1. Introduction to Communication.

2. Written communication.

3. Oral communication.

4. Information literacy.

Training activities

AP1. Lectures

AP2. Interactive classes 

AP3c. Reading, writing and communication workshop

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

SE1. Assessment of practical activities (case studies, problem-solving and/or challenges; or the completion of projects, oral presentations, debates, etc.). SE1a for case studies, practical exercises and/or challenges. Percentage: 30–60 per cent.

SE2. – Final knowledge assessments. Percentage: 40–70 per cent.

The assessment process will consist of verifying and evaluating the student’s acquisition of the competences. To this end, the following assessment activities will be used to determine the degree to which each of the listed competences has been mastered:

Regular Examination Period:

- Continuous assessment test (20 per cent): summary (Activities) Date: 15 December 2026 (Tuesday).

- Continuous assessment test (30 per cent): elevator pitch (Activities) Date: 10 January 2027 (Sunday).

- Written examination (50%). Minimum mark: 5/10.

Supplementary Examination Period:

- Written exam (100 per cent). Minimum mark: 5/10.

Timetable

Click on this link to view the detailed timetable in Excel

Objectives

The aim of the module is to provide students with a comprehensive understanding of the digital society and the smart society, the technological and industrial revolution, and the evolution of digital transformation. Furthermore, it seeks to analyse disruptive business models and assess the impact of digital transformation on business strategy.

Prerequisites

No prerequisites have been set.

Learning Outcomes

CB1 – Students have demonstrated that they possess and understand knowledge in an area of study building on the foundations of general secondary education; this is typically at a level which, whilst drawing on advanced textbooks, also includes some aspects requiring knowledge from the cutting edge of their field of study

CB2 – Students should be able to apply their knowledge to their work or profession in a professional manner and possess the skills typically demonstrated through the formulation and defence of arguments and the resolution of problems within their field of study

CB3 – Students should be able to gather and interpret relevant data (usually within their field of study) in order to make judgements that include reflection on relevant social, scientific or ethical issues

CB4 – Students should be able to communicate information, ideas, problems and solutions to both specialist and non-specialist audiences

CB5 - Students should have developed the learning skills necessary to undertake further study with a high degree of autonomy

Degree programme adapted to Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge:

RK2. Understands the function, organisation and management of a business and its key variables.

RK8. Understands the various tools offered by the field of information technology and digital technology as a basis for implementing strategies within the organisation.

Skills:

RS1. Produces projects and reports, both orally and in writing, in a business context.

Competence:

RODS. Develops effective communication, teamwork, analytical thinking, creativity and ethical leadership from a cross-cutting perspective, clearly inspired by democratic principles and values, as well as the Sustainable Development Goals, in order to conduct oneself with integrity in the professional sphere.

Course content description

1. The digital society and the intelligent society

2. Technological and industrial revolution

3. Concept and evolution of digital transformation

4. Disruptive business models

5. The impact of digital transformation on business strategy

Training activities

V1. Lectures.

V2. Interactive classes.

V4a. Guided exercises on the platform.

V4b. Course forum.

V5. Independent study, working independently on case studies, challenges or problems, and literature reviews.

V6. Online tutorial.

V7. Knowledge assessments

Assessment system and criteria

REGULAR EXAMINATION SESSION:

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING FOR STUDENTS WHO MISSED THE REGULAR SESSION:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Objectives

The course ‘History of Marketing and Society’ is offered in the first semester of the first year and forms part of the core curriculum, carrying 6 ECTS credits. It is a course with an innovative approach, as there are few universities where it is taught using the approach we have adopted to ensure it is as educational as possible for you. It is designed to provide you not only with an understanding of the historical evolution of marketing and society, but also to help you acquire knowledge related to subjects such as microeconomics, macroeconomics and the Spanish economy in an easy, intuitive and practical way. Marketing tools have an economic basis, and in this module we’ll show you why. This ability to explain will be essential for you in the business world.

Competencies

Degree programme in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK1. Understands the function of marketing, its historical and sociological roots, and its fundamental variables.

Competence

RODS Develops effective communication, teamwork, analytical thinking, creativity and ethical leadership from a cross-disciplinary perspective, clearly inspired by democratic principles and values, as well as the Sustainable Development Goals, in order to operate with integrity in the professional sphere.

Course description

1. Background: trade in antiquity and the first cities.

2. The colonisation of the Mediterranean and the first trading empires: the Phoenicians, Greeks, Carthaginians and Romans

3. Trade in the Early and High Middle Ages

4. The Age of Discovery

5. The Modern Age: internationalisation, colonialism and mercantilism

6. Trade, consumption and the Industrial Revolution

7. The emergence of large-scale enterprise and the advent of scientific marketing

8. Globalisation, industrialisation and post-industrialisation in the 20th century: financial crises, world wars and trade networks

9. The present and future of globalisation: challenges and prospects

Learning activities

AP1. Lectures

AP2. Interactive classes 

AP4. Preparation of assignments or projects  

AP5. Independent study, case studies or problem-solving, and literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAM SESSION:

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING (RE-SIT):

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Objectives

To achieve the learning outcomes described.

To acquire the competences detailed below.

Prerequisites

None specified.

Competences

Qualification in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK1. Understands the role of marketing, its historical and sociological roots, and its fundamental variables.

RK16 Analyses the fundamental pillars of relationship marketing based on the creation, delivery and communication of value, as well as customer relationship management.

Skills

RC1 Designs brand strategies, grounded in empathy with the consumer and in managing their satisfaction, aimed at creating brands whose differentiation is based on the experiential.

Course content

1. Nature, scope and basic elements of marketing

2. Different approaches to marketing management and planning

3. The business environment: external and internal analysis

4. Consumer purchasing behaviour

5. Market and competitive analysis

6. Market segmentation

Training activities

AP1. Lectures

AP2. Interactive classes 

AP4. Preparation of assignments or projects.  

AP5. Independent study, case or problem-solving, and literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAMINATION SESSION:

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING FOR STUDENTS WHO MISSED THE REGULAR SESSION:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Objectives

By the end of the course, students will:

Will have gained an understanding of a wide range of aspects relating to the reality of business. Specifically: economic and social objectives, organisation, the role of the manager and the role of the entrepreneur. They will also be familiar with the main decisions a business faces in relation to its various functional areas.

Prerequisites

None specified.

Competencies

Qualification in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK1. Understands the role of marketing, its historical and sociological roots, and its fundamental variables.

RK4. Understands the concepts of quality, innovation and development as strategic priorities for modern businesses

RK2. Examined the fundamental concepts and theories of economic systems and macro- and microeconomic analysis, commercial distribution techniques, the fundamental concepts of business, mathematics and statistics, and their connection to the business world.

Course content

1. The nature and concept of a business

2. The business and economic systems

3. The entrepreneur in economic thought

4. The separation of ownership and control in modern businesses

5. The entrepreneur in the 21st century and business culture

6. Introduction to the functional areas of a business

Training activities

AP1. Lectures

AP2. Interactive classes 

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAM SESSION:

SE2. Final knowledge assessment: 50%.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING OUTSIDE THE REGULAR EXAMINATION PERIOD:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Objectives

In this module, we will examine communication from the perspectives of creativity, persuasion and consumer behaviour. Students will gain an understanding of advertising in general, and various advertising techniques will be studied.

We will study creative advertising, which seeks originality, and persuasive advertising, which aims to capture the attention of the audience or viewer and employs its own specific techniques and tools. It engages the observer through imagery or language, or through a combination of both.

Course content

Understanding the creative techniques used in advertising is important for students’ future careers, as it enables them to understand how creative advertising works through numerous examples, including videos, campaigns and advertising posters.

Assessment system and criteria

Exam in the standard examination period set by the University: 50%

• Classwork: 30%

• Final assignment: 10%

Timetable

Click on this link to view the detailed timetable in Excel

Objectives

To understand the natural process of developing business intelligence solutions and the various technological stages involved in a business intelligence project, and to know what each of these entails. To acquire the fundamentals for developing data analysis and extraction tools.

Prerequisites

None specified

Competencies

Qualification in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge:

RK2. Understands the function, organisation and management of a business and its key variables.

RK8. Understands the various tools offered by the fields of computing and digital technology as a basis for implementing strategies within the organisation.

Course content

1. The concept and evolution of Business Intelligence.

2. Functions of Business Intelligence and its application within the company.

3. Application of Business Intelligence by sector

4. Data mining

5. Artificial intelligence and machine learning

6. Business intelligence tools and platforms

Training activities

V1. Lectures.

V2. Interactive classes

V4a. Guided exercises on the platform

V4b. Course forum.

V5. Self-study, independent work on case studies, challenges or problems, and literature reviews.

V6. Online tutorial

V7. Knowledge assessments

Assessment system and criteria

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50 per cent, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

EXTRA SESSION:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Bibliography

Essential:

1. Luis Joyanes Aguilar

BUSINESS INTELLIGENCE AND DATA ANALYTICS

Marcombo. 2019.

ISBN: 9788426727213

Links

Data analysis – Business intelligence

Prerequisites

None have been described.

Competencies

This degree programme complies with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK6. Is familiar with digital tools and data visualisation tools, as well as the various theories and digital models used in the preparation of documents and marketing strategies

Skills and competencies

RS1 Applies the various tools offered by the digital sphere as a basis for implementing marketing strategies, as well as certain AI tools in the analysis of market and consumer data.

Competence

RC2 Produces reports and projects following the interpretation of data and information on which to base their conclusions, using IT tools or data analysis and visualisation tools applied to the field of marketing

Description of the content

1. Information systems, data analysis and retrieval, document management

2. Document layout through the application and creation of templates and styles

3. Data entry, handling, organisation and filtering

4. Types of charts, options and features of data charts

5. Creating and setting up a complete presentation

6. Integration and manipulation of digital images

Training activities

AP1. Lectures

AP2. Interactive classes 

AP3b. ICT workshop activities

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

SE2. Final knowledge assessment: 50 per cent.

AS1a. Practical activities: 50 per cent, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

EXTRA SESSION:

Exam: 100%

Timetable

Click on this link for the detailed timetable in Excel

Objectives

To provide effective training aimed at equipping students with the general skills required in the field of business administration and management, enabling them to pursue careers in which they perform management, leadership and advisory roles within companies or other organisations.

Prerequisites

None specified

Competencies

Qualification in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge:

RK4. Understands the fundamental concepts and theories of economics, as well as their implications for economic policies at national and international level.

Skills:

RS3. Is able to apply tools and techniques for economic analysis in a business context

Course content

1. Fundamentals of Macroeconomics.

2. Aggregate demand and aggregate supply.

3. Equilibrium output and income.

4. Macroeconomic policies.

5. Macroeconomic stabilisation and structural adjustment.

6. International economic relations.

Training activities

V1. Lectures.

V2. Interactive classes

V4a. Guided exercises on the platform

V4b. Course forum.

V5. Independent study, working independently on case studies, challenges or problems, and literature reviews.

V6. Online tutorial

V7. Knowledge assessments

Assessment system and criteria

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50 per cent, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

EXTRA SESSION:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Prerequisites

None have been described.

Competencies

This degree programme complies with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK2 Examines the fundamental concepts and theories of economic systems or macro- and microeconomic analysis, commercial distribution techniques, the fundamental concepts of business, mathematics and its links to the business world.

Skills and competences

RS2 Applies various mathematical functions and concepts related to solving systems of equations and matrix analysis.

Course description

1. Basic linear algebra, matrices and determinants.

2. Solving systems of linear equations.

3. Real functions of one and several variables: continuity and differentiability.

4. Calculus and applications of indefinite, definite and improper integrals.

5. Optimisation: unconstrained and constrained.

6. Sequences and numerical series.

Teaching activities

AP1. Lectures

AP2. Interactive classes 

AP3a. Seminar and thematic workshop activities

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, and literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

SE2. Final assessment: 50 per cent.

AS1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

EXTRA SESSION:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Objectives

KNOWLEDGE

▪ RK6. Is familiar with statistical tools, as well as digital techniques for data visualisation, and the various theories and digital models used in the preparation of marketing documents and strategies.

SPECIFIC SKILLS

▪ RS1. Applies the various tools offered by the digital sphere as a basis for implementing marketing strategies, as well as certain AI tools for analysing market and consumer data.

SKILLS

▪ RC2. Produces reports and projects following the interpretation of data and information on which to base their conclusions, using IT tools or data analysis and visualisation tools applied to the field of marketing

▪ RC4. Analyses the behaviour of economic agents in accordance with the principles of economic theory and consumer theory, with a view to drawing up a business marketing plan.

Prerequisites

None specified.

Competencies

Qualification in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK6 Understands statistical tools, as well as digital techniques for data visualisation, and the various theories and digital models used in the preparation of marketing documents and strategies

Skills and competences

RS1 Applies the various tools offered by the digital sphere as a basis for implementing marketing strategies, as well as certain AI-based tools for analysing market and consumer data.

Competencies

RC2. Prepares reports and projects following the interpretation of data and information on which to base their conclusions, using IT tools or data analysis and visualisation tools applied to the field of marketing

RC4. Analyses the behaviour of economic agents in accordance with the principles of economic theory and consumer theory, with a view to drawing up a business marketing plan.

Course content

1. Fundamentals of data visualisation.

2. Visual analysis of data

3. Static data visualisation

4. Dynamic data visualisation

5. Applied visualisation tools

Training activities

AP1. Lectures

AP2. Interactive classes 

AP3a. Seminar and thematic workshop activities

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, and literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

Progress on the syllabus, activities, projects and assessment tests will be marked using a continuous assessment system.

REGULAR ASSESSMENT

- SE1a. Practical activities: 50 per cent, broken down as follows:

Assessment of the level of achievement of the learning outcomes (in terms of knowledge, skills and attitude) attained through the completion of individual and group practical activities involving projects or assignments, based on assessment rubrics and observation tools previously designed and published by the lecturer:

▪ 3 feedback exercises (10% each).

▪ 1 group assignment (20%).

- SE2.- Final knowledge assessments (50%)

Objective knowledge assessments. These may be written or oral, essay-based, short-answer or multiple-choice, section-based and practical, etc.:

▪ Final exam (as part of the University’s official examination session): 50%

The average mark for all activities in each subject/module must be 5.0 out of 10.0 or higher to be included in the average with the exam. Similarly, the exam mark must be 5.0 out of 10.0 or higher to be included in the average with the activities.

To pass the module in the ordinary assessment period, students must achieve a mark of 5.0 out of 10.0 or higher in the final mark (weighted average) for the module.

In the event of forfeiting the right to continuous assessment, the final mark for the module will be that obtained in the final examination. The right to continuous assessment is forfeited in the following cases:

▪ Failure to attend and submit the course’s Final Project.

▪ Failure to submit the feedback activities carried out.

SUPPLEMENTARY ASSESSMENT

- SE2.- Final knowledge assessments (100%)

Objective knowledge tests. These may be written or oral, open-ended, short-answer or multiple-choice, section-based and practical, etc.:

▪ Final exam (as part of the University’s official examination session): 100%

To pass the module in the extraordinary assessment period, students must achieve a mark of 5.0 or above out of 10.0 in the final mark (weighted average) for the module.

Timetable

Click on this link to view the detailed timetable in Excel

Objectives

To understand the specific fundamentals of the legal system, the regulatory framework and professional ethics, as well as democratic principles and values and the Sustainable Development Goals in the fields of business and marketing.

To produce reports and projects following the interpretation of data and information on which to base their conclusions, using IT tools or data analysis and visualisation tools applied to the field of marketing

Prerequisites

None specified.

Competencies

Qualification in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK12. Understands the specific fundamentals of the legal system, the regulatory framework and professional ethics, as well as democratic principles and values and the Sustainable Development Goals in the fields of business and marketing.

Skills

RC2. Produces reports and projects following the interpretation of data and information on which to base their conclusions, using IT tools or data analysis and visualisation tools applied to the field of marketing.

Course content

1. Basic concepts of law.

2. The sole trader and the social entrepreneur.

3. The employment relationship and social security.

4. Basic concepts of civil law

5. Securities.

6. Business contracting and corporate crises

Training activities

AP1. Lectures

AP2. Interactive classes 

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, and literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAMINATION SESSION:

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING FOR STUDENTS WHO MISSED THE REGULAR SESSION:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Prerequisites

None have been described.

Competencies

Degree programme in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK4 Understands the concepts of quality, innovation and development as strategic priorities for modern businesses

RK9 Interprets the concepts of marketing strategy, market segmentation and market positioning in national and international contexts

RK10 Is familiar with the various tools offered by the digital sphere, as well as the fundamentals of web analytics and monitoring, for the implementation of the company’s marketing strategies.

Skills and competences

RS3. Applies branding strategies and analyses consumer satisfaction measurement plans within the context of business competitiveness

Competence

RC1 Designs brand strategies, based on empathy with the consumer and the management of their satisfaction, aimed at creating brands whose differentiation is rooted in the experiential.

Course content

1. Marketing and strategy

2. Analysis of the business environment and competition

3. Market, consumer and product portfolio analysis

4. Segmentation and positioning strategies

5. Offensive strategies

6. Strategy evaluation, implementation and monitoring

Training activities

AP1. Lectures

AP2. Interactive classes 

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAM SESSION:

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING FOR STUDENTS WHO HAVE FAILED:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Objectives

The Microeconomics module provides marketing students with an analytical framework for understanding markets and making informed decisions that optimise both marketing strategies and companies’ financial performance. Upon successful completion of the module, students will be able to examine the fundamental concepts and theories of economic systems and macro- and microeconomic analysis, commercial distribution techniques, and the fundamental concepts of business and their relevance to the business world. They will also analyse the behaviour of economic agents in accordance with the principles of economic theory and consumer theory, with a view to developing a business marketing plan.

Prerequisites

None specified.

Learning Outcomes

Degree programme adapted to Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge:

RK2. Examines the fundamental concepts and theories of economic systems or macro- and microeconomic analysis, commercial distribution techniques, the fundamental concepts of business and their link to the business world.

Competencies:

RC4. Analyses the behaviour of economic agents in accordance with the principles of economic theory and consumer theory in order to draw up a business marketing plan.

Course content

1. Fundamentals of Microeconomics.

2. The theory of demand.

3. The theory of supply.

4. Market structures.

5. Market failures.

6. Public sector intervention in the economy

Learning activities

AP1. Lectures

AP2. Interactive classes

AP3a. Seminars and themed workshops

AP4. Project development, assignments and problem-solving

AP5. Independent study, case studies, problem-solving and literature reviews

AP6. Tutoring

AP7. Knowledge assessments

Assessment system and criteria

REGULAR EXAM SESSION:

SE2. Final knowledge assessment: 50%.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING FOR STUDENTS WHO HAVE FAILED:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Objectives

To analyse a company’s financing decisions, both conceptually and analytically. To understand the range of financial instruments that a company’s finance department can use, both to invest surplus cash and to finance the company’s projects, in the short or long term. To assess the profitability of alternative investment projects and determine their viability based on the cost of the resources used to finance them.

Prerequisites

None specified

Competencies

Qualification in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge:

RK3. Understands the financial system, financial markets and investment products, as well as the most relevant statistical theories and techniques for developing marketing strategies and conducting market research

Competences:

RC2. Produces reports and projects following the interpretation of data and information on which to base their conclusions, using IT tools or data analysis and visualisation tools applied to the field of marketing

RC5 Analyses the financial system, financial markets and investment products to facilitate investment and financing in the field of marketing

Course content

Corporate finance and financial markets (money and capital markets). The financial structure of the firm: investment decisions, financing and dividend policy. Financial capital, simple and

compound capitalisation, simple and compound discounting. Methods for valuing and selecting investments: Approximate and exact methods: NPV and IRR. Internal financing: for maintenance and expansion. External financing: share issues, bond issues. External financing: short-, medium- and long-term loans, current accounts, bank discounting, Treasury bills, loans, bond issues, project financing.

The course content will cover the following topics and other related subjects:

- The financial structure of the company.

- Methods of investment valuation and selection.

- Internal financing.

- External financing.

- Special forms of financing

Training activities

AP1. Lectures

AP2. Interactive classes 

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAM SESSION:

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50 per cent, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING FOR FAILED STUDENTS:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Prerequisites

None have been described.

Competencies

This degree programme complies with Royal Decree 822/2021 of 28 September, which sets out the organisation of university education and the procedures for ensuring its quality.

Learning outcomes

Knowledge

RK8 Understands the fundamentals of market research methods, the resolution of optimisation problems, and the psychological, social and cultural factors influencing consumer behaviour.

RK13 Understands how relationships with consumers are formed in both offline and digital environments, as well as the ability to analyse consumption as a process that shapes personal and social relationships.

Skills and competences

RS3 Applies branding strategies and analyses consumer satisfaction measurement plans within the context of business competitiveness

Course content

1. The study of consumer behaviour.

2. Psychological factors influencing consumer behaviour.

3. Consumers in their social and cultural contexts.

4. Behavioural models and organisational behaviour.

5. The purchase decision-making process.

Training activities

AP1. Lectures

AP2. Interactive classes 

AP3c. Literacy and communication workshop

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAM SESSION:

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SUPPLEMENTARY ASSESSMENT PERIOD:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Prerequisites

None have been described.

Competencies

Degree programme in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK6 Understands statistical tools and digital techniques for data visualisation, as well as the various theories and digital models involved in the preparation of marketing documents and strategies

Competencies

RC2. Produces reports and projects following the interpretation of data and information on which to base their conclusions, using IT tools or data analysis and visualisation tools applied to the field of marketing

RC4. Analyses the behaviour of economic agents in accordance with the principles of economic theory and consumer theory, with a view to drawing up a business marketing plan.

Course content

1. Descriptive statistics: one-dimensional statistical variables.

2. Descriptive statistics: two-dimensional statistical variables

3. Probability theory: discrete and continuous random variables.

4. Probability theory: two-dimensional random variables.

5. Statistical inference: sampling, point estimation and interval estimation.

6. Statistical inference: hypothesis testing

Teaching activities

AP1. Lectures

AP2. Interactive classes 

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAM SESSION:

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING FOR STUDENTS WHO MISSED THE REGULAR EXAM:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Prerequisites

None have been described.

Competencies

This degree programme complies with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedures for ensuring its quality.

Learning outcomes

Knowledge

RK7. Understands the fundamentals of managerial skills and professional coaching, as well as the key theories and concepts of sales team management in its most important areas: recruitment, remuneration, motivation, supervision, etc.

Skills

RODS. Develops effective communication, teamwork, analytical thinking, creativity and ethical leadership from a cross-disciplinary perspective, clearly inspired by democratic principles and values, as well as the Sustainable Development Goals, in order to conduct oneself with integrity in the professional sphere.

Course content

1. Leadership and teamwork.

2. Time management and team task management techniques.

3. Advanced interpersonal communication techniques.

4. Negotiation techniques.

5. Conflict management techniques.

Training activities

AP1. Lectures

AP2. Interactive classes 

AV3a. Seminar and themed workshop activities

AP3c. Literacy and communication workshop

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, and literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAM SESSION:

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING FOR STUDENTS WHO MISSED THE REGULAR SESSION:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Prerequisites

None have been described.

Competencies

This degree programme complies with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK1. Understands the role of marketing, its historical and sociological roots, and its fundamental variables.

RK5. Understands the tools for fostering creativity and disruptive thinking, as well as the fundamental elements of oral and written communication in a business context.

Skills and competences

RS3. Produces reports and projects following the interpretation of data and information on which to base their conclusions, using IT tools or data analysis and visualisation tools applied to the field of marketing.

Competence

RC2 Prepares reports and projects following the interpretation of data and information on which to base their conclusions, using IT tools or data analysis and visualisation tools applied to the field of marketing.

Description of the content

1. Business Correspondence (formal writing used in a professional setting)

2. Negotiation and expressing opinions.

3. Conducting and taking part in meetings.

4. Delivering presentations (explaining graphs and charts)

5. Telephoning.

6. Writing reports

7. Social English

Training activities

AP1. Lectures

AP2. Interactive lessons 

AP3c. Literacy and Communication Workshop

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAMINATION SESSION:

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING (RE-SIT):

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Objectives

Through the course’s six teaching units, the aim is to develop the following skills and learning outcomes:

▪ Core skills:

- To understand the basic principles of drawing up a Marketing Plan.

▪ Specific skills:

- To understand the fundamentals of a marketing plan and its importance to business.

- Analyse the market environment and its impact on marketing strategies.

- Define clear objectives and appropriate tactics for different market segments.

- Evaluate and adjust marketing plans in line with results and market changes.

- Carry out comprehensive internal and external situational analyses using SWOT analysis.

- Master market research to gain critical customer insights.

- Identify and analyse competitors to find opportunities for differentiation.

- Segment the market and select strategic objectives effectively.

- Design digital strategies, setting SMART objectives and tailoring campaigns.

- Implement and measure digital campaigns, optimising relevant channels and content.

Prerequisites

None specified.

Competencies

Qualification in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

RK1 Understands the organisation of a business, the role of marketing, its historical and sociological roots, and its fundamental variables.

RK4 Understands the concepts of quality, innovation and development as strategic keys for modern businesses

Skills and competences

S1 Designs brand strategies, based on empathy with the consumer and the management of consumer satisfaction, aimed at creating brands whose differentiation is rooted in the experiential

RS3 Applies branding strategies and analyses consumer satisfaction measurement plans within the context of business competitiveness

Competence

RC1 Designs brand strategies, grounded in empathy with the consumer and the management of their satisfaction, aimed at creating brands whose differentiation is based on the experiential.

RC2 Prepares reports and projects following the interpretation of data and information on which to base their conclusions, using IT tools or data analysis and visualisation tools applied to the field of marketing

Course content

1. Introduction to the marketing plan

2. Situation analysis

3. Setting objectives

4. Development and selection of strategies

5. Action plan

6. Budget and monitoring mechanisms

Training activities

AP1. Lectures

AP2. Interactive classes 

AP3a. Seminars and themed workshops

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAM SESSION:

SE2. Final knowledge assessment: 50%.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING FOR STUDENTS WHO MISSED THE REGULAR EXAM:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Prerequisites

None have been described.

Competencies

This degree programme complies with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK10 Understands the various tools offered by the digital sphere, as well as the fundamentals of web analytics and monitoring, for the implementation of the company’s marketing strategies.

RK13 Understands how relationships with consumers are formed in both offline and digital environments, and is able to analyse consumption as a process that shapes personal and social relationships.

Skills and competences

RS1 Applies the various tools offered by the digital sphere as a basis for implementing marketing strategies, as well as certain AI-based tools for analysing market and consumer data.

RS3 Applies branding strategies and analyses consumer satisfaction measurement plans within the context of business competitiveness

Course content

1. Introduction to e-commerce

2. Technologies for the development of e-commerce

3. Fundamental elements of an online shop

4. Marketing, multi-channel sales and logistics in e-commerce

5. Customer service and legal aspects of e-commerce

6. Setting up an online shop

Training activities

AP1. Lectures

AP2. Interactive classes 

AP4. Completing assignments or projects.  

AP5. Independent study, case studies or problem-solving, literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAM SESSION:

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING FOR STUDENTS WHO MISSED THE REGULAR SESSION:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Prerequisites

None have been specified.

Competencies

This degree programme complies with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK14 Distinguishes between the meaning of commercial distribution, how it operates and the agents involved, the different distribution strategies, as well as the behaviour of these agents and their role in the economy.

Skills and competences

RS3 Applies branding strategies and analyses consumer satisfaction measurement plans in the context of business competitiveness

Course content

1. The commercial distribution system: forms and structures of distribution.

2. Organisation and management of distribution channels.

3. Nature, functions and types of wholesale and retail businesses.

4. Retail business strategies and the design of marketing activities (location, product range and branding, pricing and merchandising).

5. Strategic and operational overview of supply chains and procurement management.

Training activities

AP1. Lectures

AP2. Interactive classes 

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, and literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAM SESSION:

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50%, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING FOR STUDENTS WHO MISSED THE REGULAR SESSION:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Prerequisites

None have been described.

Competencies

This degree programme complies with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK8 Understands the fundamentals of market research methods, the resolution of optimisation problems, and the psychological, social and cultural factors influencing consumer behaviour.

Competencies

RC2. Prepares reports and projects following the interpretation of data and information on which to base their conclusions, using IT tools or data analysis and visualisation tools applied to the field of marketing

RC4. Analyses the behaviour of economic agents in accordance with the principles of economic theory and consumer theory, with a view to drawing up a business marketing plan.

RC5 Applies the various tools for campaign investment and financing, drawing on an understanding of different financial products, financial markets and investment products

Course content description

1. Commercial Research Methods: conceptualisation.

2. Qualitative and Quantitative Business Research Methods.

3. Univariate methods of data analysis.

4. Bivariate data analysis methods.

5. Multivariate data analysis methods.

6. Market experimentation.

Training activities

AP1. Lectures

AP2. Interactive classes 

AP3b. ICT workshop activities

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAM SESSION:

SE2. Final knowledge assessment: 50 per cent.

SE1a. Practical activities: 50 per cent, comprising:

3 feedback exercises (10% each).

1 group assignment (20%).

SITTING FOR STUDENTS WHO MISSED THE REGULAR SESSION:

Exam: 100%

Timetable

Click on this link to view the detailed timetable in Excel

Competencies

This degree programme complies with Royal Decree 822/2021 of 28 September, which sets out the organisation of university education and the procedures for ensuring its quality.

Learning outcomes

Knowledge

RK13e Understand how relationships with consumers are formed in both offline and digital environments, as well as the ability to analyse consumption as a process that shapes personal and social relationships.

RK15e Develop an understanding of the concepts of product and brand, the product life cycle, brand positioning and its types, as well as the dimensions of price, distinguishing factors and pricing techniques.

Skills and competences

RS3e Apply brand strategies and analyse consumer satisfaction measurement plans in the field of business competitiveness.

Course content

1. The significance of the product and the dimensions of its image.

2. The consumer and communication according to product type.

3. Product range, product line and life cycle.

4. Pricing and business strategies.

5. Typical structure of a retail price.

6. Pricing systems.

Training activities

AP1. Lectures

AP2. Interactive classes 

AP4. Preparation of assignments or projects.  

AP5. Independent study, case studies or problem-solving, literature reviews. 

AP6. Tutoring     

AP7. Knowledge assessments  

Assessment system and criteria

REGULAR EXAM SESSION

SE2. Final knowledge assessments. Percentage: 50%

SE1a. Practical activities. Percentage: 50%

Three feedback exercises: 10% each

Final group project: 20%

EXTRAORDINARY EXAMINATION PERIOD

100% will correspond to the mark achieved in the exam held on the date of the Extraordinary Examination Session set by the University.

Timetable

Click on this link to view the detailed timetable in Excel

Prerequisites

None have been described.

Competencies

This degree programme complies with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

Knowledge

RK14 Distinguishes between the meaning of commercial distribution, how it operates and the agents involved, the different distribution strategies, as well as the behaviour of these agents and their role in the economy.

Skills and competences

RS3 Applies branding strategies and analyses consumer satisfaction measurement plans in the context of business competitiveness

Course content

1. The nature and environment of the retail sector