Universitat Internacional de Catalunya


First semester
Main language of instruction: Catalan

Teaching staff

By appointment. In order to make an appointment, please request one by writing to:


In this subject, the bases of Marketing as a business discipline will be established. The necessary tools will be provided in order to develop students' critical thinking, focusing on satisfying the target customer. By the end of the semestre, the student will be able to analyse and implement solid and coherent integrated marketing strategies and policies integrated within the corporate strategies.

Pre-course requirements

 No pre-course requirements are needed to enrol in this subject


To know and to understand marketing concepts, tools and functions, and to be able to contextualize these concepts within corporate strategy. Demonstrate strategic vision for decision making in business management.


  • 01 CG - Capacity for self-evaluation and professional order
  • 03 CG - The ability to work in a group
  • 06 CG - The ability to read, analyze and synthesize
  • 07 CG - The ability to confront difficulties and resolve problems
  • 09 CG - The ability to innovate
  • 14 CE - The ability to plan technical and human resources
  • 45 CE - The ability and capacity to give a creative form to a journalistic message
  • 47 CE - The ability and capacity to expertly and strategically manage of corporate communications
  • 53 CE - The ability to know specialized areas of the journalistic profession

Learning outcomes

  • They will dominate the strategies and processes for the creation and production of advertising, public relations and marketing in different media.
  • They will become familiar with the basics of the discipline of marketing.
  • They will learn to develop different business communication applications: point of sale, direct and promotional marketing, viral marketing, etc.


Unit 1. Introduction to Marketing
1.1 Marketing as a discipline of knowledge: concept, nature and scope
1.2 Functions and evolution of marketing
1.3 Elements and characters of the trade system
1.4 Marketing tools
1.5 The marketing plan

Unit 2. Consumers
2.1 Who and how are our consumers?
2.2 Consumer perceptions and behavior
2.3 The purchase process
2.4 From transactions to relationships: relationship marketing
2.5 Digital consumers

Unit 3. Segmentation, target group and positioning
3.1. The target group and the concept of market segmentation
3.2. Targeting criteria
3.3 Targeting strategies
3.4. Image and positioning
3.5. Types of positioning
3.6 Positioning as a strategic value

Unit 4. Managing Marketing Information
4.1 Market research
4.2 Qualitative research techniques
4.3 Quantitative research techniques
4.4 The process of market research

Unit 5. Marketing Mix: Product and Branding
5.1 Types of products and their components
5.2 The brand: value, identity and attributes
5.3 Brand strategies
5.4 New product development
5.5 The product portfolio

Unit 6. Marketing Mix: Promotion
6.1 Marketing Communication tools
6.1.1 Advertising
6.1.2 Public Relations
6.1.3 Sales promotion
6.1.4 Direct Marketing
6.1.5 Direct Sales

Unit 7. Marketing Mix: Price

7.1 Price as a revenue generator in the company
7.2 Price setting methods
7.3 Pricing Strategies

Unit 8. Marketing Mix: Distribution Channel
8.1 Distribution channel and its strategic implications
8.2 Design and implantation of distribution channels
8.3 Selection of intermediaries
8.4 Conflicts in the distribution channel


Teaching and learning activities

In person

Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. 2,0
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. 0,6
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. 0,6
Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. 0.8

Evaluation systems and criteria

In person

50% Final test.  The test score must be equal or greater than 4 in order to be eligible to calculate the final grade

50% Practices and test (in class and at home) .

Attendance and participation in class will be valued. If 2nd call you must take a theoretical-practical test (100% final grade). If 3rd call you can either take a test (100% final grade) or continuous evaluation (50% practices and 50% final test).

Both work and examinations shall deliver the following guidelines:

  1. Be properly referenced following the APA rules. You can consult these regulations in http://goo.gl/VGgbP.
  2. Follow the rules of spelling which provides college.

Bibliography and resources

KOTLER, P. (2006): Dirección de Marketing (12 ed). Madrid: Prentice Hall.

MOLINÉ, M. El E-libro práctico del anunciante [en línia]. Available in: http://www.moline-consulting.com/ (Consulta: 08/09/20116).

SANTESMASES, M. (2007). Marketing. Conceptos y estrategias (5a. ed.). Madrid: Ediciones Pirámide.