Degree in Management of Business and Technology La Salle Campus Barcelona

Degree in Management of Business and Technology

Internationality, technology, innovation, creativity, entrepreneurship, values, and both people and team management are the keys to define this degree. Includes international stages.

Principles of Marketing

This Principles of Marketing course provides students with an introduction to the role of marketing and the principles and challenges involved in developing successful marketing programs. Students will be taken from an introduction to the role of marketing in the organization through the principle tools of marketing and finish the course examining the wider social and ethical implications of marketing. Through a series of cases, examples, and readings, we will examine how important the role of marketing is in the modern day organization and how it permeates most aspects of our lives. Furthermore, we will have the opportunity to analyze how the function of marketing has evolved over time driven by factors such as the changing nature of the consumer, globalization, technology and socio-cultural factors. While this course imparts the traditional concepts of managing the marketing mix with a balanced focus on the consumer and the competitor, it also examines more innovative and often more aggressive promotional strategies that have emerged in the digital era.
Type Subject
Primer - Obligatoria

Titular Professors

Previous Knowledge

This course seeks to assist you in:

Developing a broad definition of marketing and the marketing concept

Understand the main threats and opportunities in the marketing environment

Identifying, and assessing the role of consumer behaviour marketing

Developing an awareness of the role of marketing research in making effective marketing decisions

Taking strategic and the operational decisions.

Identifying the strategic role of segmentation particularly in an environment when the customer is increasingly complex.

Understanding the importance of Brands in the strategic proposal.

Developing operational activities to set up the strategy proposed.

Identifying the ethical challenges associated with the application of the marketing programs

Understanding the basic contents and structure of a marketing plan

Identify the use of digital marketing in general marketing and its relevance for marketeers today


Topic 1 Introduction to the Marketing Concept

Topic 2 Marketing Strategy

Topic 3 Consumer Behaviour

Topic 4 Marketing Environment

Topic 5 Marketing Research

Topic 6 Segmentation & Targeting

Topic 7 Value Proposition & Branding

Topic 8 Products and Services

Topic 9 Pricing strategies

Topic 10 Distribution

Topic 11 Promotion

Topic 12 Unconventional Marketing Strategies

Topic 13 Marketing Plan and Marketing Trends


The learning experience is based on a range of teaching methods that seek to foster your understanding of the marketing function.

The classes will concentrate on the principle marketing concepts, readings and case studies that you will be required to do outside class time as well as in-class discussions. We will also draw on a vast array of multimedia sources such as videos, podcasts and blogs to supplement written material.


The course grade will be based on the following 5 points breakdown:

Participation: 15%

Innovation and Inspiration: 5%

Assignments: 30%

Midterm exam: 15%

Final Exam: 35%

Evaluation Criteria
Basic Bibliography

Principles of Marketing 16ed - Kotler & Armstrong - Prentice Hall Publishing.
This textbook is used as the basic text for any marketing course.

Additional Material