Commercial Management and Marketing

There are no recommended knowledge.

The pedagogical methods used in this curricular unit include the existence of theoretical-practical classes, where the aim will be to present the themes and illustrate the contents through the debate of specific cases. The curricular unit will work through the regime of theoretical-practical classes, where theoretical presentations will always be accompanied by the illustration and resolution of practical cases arising from the application of marketing to various sectors of activity. To make the exhibitions more appealing, different audiovisual means will be used.

In the course, Commercial Management and Marketing, it is intended to teach the concepts and philosophy of marketing. It is also intended that students have an integrated view of marketing strategy as well as marketing policies. Finally, new marketing trends will also be addressed. As a final objective, this course aims to provide students with the necessary preparation for the development of their work in the field of marketing in different types of organizations.

Part I- Introduction to Marketing and value creation

1. Fundamentals concepts of marketing

Part II- The Company’s Strategy

2. The Marketing Plan

Part III- Market Study

3.1. Analysis of the market and its players

3.2. Theories and models of consumer behavior

Part IV- Segmentation and Differentiation

4.1. Segmentation

4.2. Positioning

4.3. Brand 

Part V- Marketing Policies

5.1. Product

5.2. Price

5.3. Place

5.4. Promotion

Part VI- Relationship Marketing and New Marketing Tendencies

NAO