Degree in Business Intelligence and Data Analytics

Lead the transformation of companies through the use and analysis of data.


Marketing is arguably the primary business function; it is at the heart of all organizational activity at operational and strategic levels and is necessary in the achievement of organizational goals. As a result, an understanding of the concepts and role of marketing management is fundamental to any business program. 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.
- The evolution of marketing from the production to the selling and recent marketing concept.
- Understand the main threats and opportunities in the marketing environment.
- The technological, economic, competitive, political, demographic and cultural influences on the practice of marketing.
- Identifying, and assessing the role of consumer behaviour marketing.
- Identifying the changing role of the consumer.
- Assessing influences over the consumers purchasing decisions.
- 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.


Below you can find the main topics that will be covered. The order in which they are covered will vary, but each topic is directly connected to a chapter from the required text.

Topic 1 Introduction to the Marketing Concept.
Topic 2 Marketing Orientations.
Topic 3 Analysis: Consumer Behaviour.
Topic 4 Analysis: Marketing Environment | Analysis: Marketing Competition | Diagnostic
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 | Marketing Trends

On the completion of this course students will be able to:
- Understand the marketing environment and trends influencing marketers.
- Make marketing decisions in the context of general management.
- Control the elements of the marketing methodology.
- Understand the ethical aspects of the marketing process.
- Understand the structure and main contents of a Marketing Plan.
- Apply marketing principles to real cases and companies.
- Understand the role of digital marketing in today's marketing plans.


The learning experience is based on a range of teaching methods that seek to foster your understanding of the marketing function. The classes will be dynamic only if students come to class prepared and willing to contribute to class discussion.
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-point breakdown:
1. Participation 15% (including preparation of homework or required case presentation).
2. Assignments 40%: Group assignments
- Assignment 1: Store Check - For all groups Powerpoint presentation during the session - Deadline 7th March (10%)
- Assignment 2: Group Case Study - For all groups Paper presentation. Deadline 4th April. (10%)
- Assignment 3: Develop quantitative market research of a product of your choice. PowerPoint presentation results and conclusion. Deadline 23rd May (20%)
3. Midterm exam 15%: In-class and paper
4. Innovation and Inspiration (INOIN) 5%: Transversal activity to be developed along with other degrees students.
5. Final Exam 25%: in class and paper. The final exam must be passed with an overall grade of 50% and if not, students should retake, and if so the maximum mark they can get it 50%. Retake date will be announced after the exam.

Evaluation Criteria
Basic Bibliography

In addition to the cases we will be discussing in class, you will be provided with a range of additional materials through the University intranet. You may also be requested to search for particular readings in the library databases.

Recommended Textbook:
Principles of Marketing 16ed - Kotler & Armstrong - Prentice Hall Publishing.
- This textbook is used as the basic text for any marketing course.
- It is easy to use and includes many useful case studies highlighting the main marketing concepts.

Additional Material - marketing industry web from the UK (deals with major marketing trends, actions from Europe as well as other international markets) - general business web but has a strong marketing focus (US oriented)
htpp:// - the internet home of Fast Company Magazine featuring innovative ideas, people, and companies - American Marketing Association Website - practical guide to implementing marketing strategies - information and insight into the advertising industry - resources on marketing plans

Recommended MOOCs:
The following Coursera course is recommended for students wishing to complement their studies during this course from Wharton (University of Pennsylvania):