Students that enroll in this subject should have passed or at least have sound knowledge of Statistics, Microeconomics and Essentials of Business.

Knowledge: Understand the basic principles of strategic marketing direction Know the basic market research tools Understand the consumer purchasing decision process Learn fundamental concepts of segmentation and positioning Understand the basic principles of operational marketing direction Acquire basic notions of CRM Abilities Ability to design analyze the competitive marketing situation of a company Ability to make a diagnosis of the strategic position of the company in the market Ability to perform the analysis autonomously, but working as a team Leadership of the marketing strategy design process Ability to work as a team Attitudes Acquiring an ethical behavior in the marketing direction Ability to defend their points of view. Adopt a positive attitude to solve unfavorable marketing situations Acquiring an ethical behavior in the development of market research following the code of ethics of ESOMAR

1. The Marketing process: strategic vs tactical marketing 2. CRM: Customer Relationship Management 3. The marketing environment. 4. Marketing research process 5. Consumer Behavior 6. Market Segmentation, and Positioning strategies 7. Product and Brand decisions 8. Distribution channel decisions 9. Pricing. 10. Communication strategies and marketing promotions 11. The Marketing Plan and Marketing Audit

Every week students will two classes, one and a half theory lecture to provide knowledge skills, and one and a half practice class where students can acquire additional skills and attitudes through projects, exercises and case discussions, both individually and in groups. The students will have teaching materials prepared specifically for the subject that can be complemented with the bibliography.