Universitat Internacional de Catalunya


First semester
Main language of instruction: Catalan

Other languages of instruction: English, Spanish,

Teaching staff

Please send an email to: mcallis@uic.es (Dr. María Callís Bañeres)



In today's world, a thorough knowledge of the market, competitors and customers is a fundamental factor in keeping any organization alive in a competitive environment. For this reason, marketing strategies are becoming increasingly important in business decisions. Marketing is not only a set of tools to be used by the sales department; it is also a management culture within the organization, even in non-profit organizations. It is very important that students develop sales and marketing knowledge and skills during their studies.


On the other hand, we live in a global economy in which since the 1930s there has been an increasing concentration of capital. The impact of industry and consumption on society and the individual is increasing. For this reason, it is also essential to understand the nature of the person in order to know how we can manage marketing from an ethical, constructive and responsible perspective.

Pre-course requirements

Commitment and motivation to learn and actively participate in the sessions.
Willingness to ask questions, to question, adopting a critical position.


  • Know and understand the basic concepts of marketing.
  • Describe how external and internal factors affect companies' marketing decisions.
  • Understand the relationship between society, the market, the entrepreneur, the company, research, marketing strategies and results.
  • Analyse consumer buying behaviour and its effects on the marketing used by companies.
  • Know how to apply the main marketing strategies used by a company in a given market.
  • Become aware of the impact of marketing strategies on the individual.


  • 25 - To understand the commercial function of a company and its objectives.
  • 26 - To comprehend and use the basic concepts of marketing and the main sectorial policies and understand the commercial environment in which these companies operate.
  • 32 - To acquire problem solving skills based on quantitative and qualitative information.
  • 34 - To develop the ability to predict situations and anticipate events, as well as be able to recognise and interpret an economic situation within a specific context.
  • 50 - To acquire the ability to relate concepts, analyse and synthesise.
  • 51 - To develop decision making skills.
  • 53 - To acquire the skills necessary to learn autonomously.
  • 54 - To be able to express one’s ideas and formulate arguments in a logical and coherent way, both verbally and in writing.
  • 56 - To be able to create arguments which are conducive to critical and self-critical thinking.
  • 61 - To develop skills for adapting to new situations.
  • 62 - To acquire mechanisms that facilitate the adoption of ethical commitments.
  • 63 - To be able to analyse business related behaviour and decisions and evaluate them from an economic, social and ethical point of view.
  • 65 - To acquire the ability to put knowledge into practice.

Learning outcomes

Understanding the Commercial and Marketing department of a company.


1. Introduction to Marketing; main concepts.

2. Introduction to the future of marketing and its consequences.

3. Marketing Research

4. Human being and marketing.

5. The Marketing Plan

6. Internal and external analysis. S.W.O.T.

7. Consumer Behavior

8. Goals and strategy.

9. Segmentation, Targeting and Positioning (STP)

10. The 4 P’s:

  10.1 Product

  10.2 Price

  10.3 Place

  10.4 Promotion

11. Code and Decode

12. Marketing within the company


Teaching and learning activities

In person

This course requires regular attendance.

As such, teaching and learning activities are intended to be inclusive, ensuring the widest possible participation of students who are present in class and those attending online.

Sessions will include a combination of

  •     Lectures
  •     Class discussions
  •     Case study analysis/discussion
  •     Individual and group exercises
  •     Student presentations

Evaluation systems and criteria

In person

 1. First call:


Evaluation on this course includes the following assessment components:

  • 40% Coursework/presentations
  • 40% Exam. In order to pass the course, the exam mark must be equal or higher than 4/10.
  • 20% In-class participation and activities

Compulsory attendance: Minimum, 80%.


2. Second call:

 The resit evaluation will include the following assessment components:

  • There will be a single individual exam if the student has carried out the work requested during the course (launching a product) with a mark higher than 4/10.
  • Course work: 40%
  • Exam: 60%

Coursework: to be submitted in Moodle one week before the exam date in case no submission had been made during the course OR a mark lower than 4.0 had been achieved.

Maximum grade: 7

Bibliography and resources

You can consult the following books:

  • Blythe, J. and Martin, J. (2019) Essentials of Marketing, 7th Edition, Pearson Ed.
  • Brassington, F. and Pettitt, S. (2013)  Essentials of Marketing, 3rd Edition, Pearson Ed.
  • Kotler, Armstrong, Wong & Saunders (2008) Principles of Marketing, 5th European edition, Pearson Ed,
  • Kotler & Armstrong (2012) Principles of Marketing, 14th edition, Pearson Ed.