Students that enroll in this subject should have passed or at least have sound knowledge of the following subjects: Statistics Econometrics Microeconomics Introduction to Business Administration Mathematics (algebra and calculus) WARNING: Exchange students who have not taken these subjects will find it difficult to pass the course and are not recommended to enroll.

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 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

TOPIC 1. MARKETING INTRODUCTION TOPIC 2. MARKET RESEARCH I TOPIC 3. MARKET RESEARCH II TOPIC 4. CONSUMER BEHAVIOR TOPIC 5. METRICS AND MODELS TOPIC 6. MARKETING STRATEGY

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.