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COMPETENCIES This course contributes to the development of key program competencies. Among the basic competencies (CB6¿CB10), it emphasizes the ability to apply knowledge in new contexts, formulate complex judgments, and clearly communicate results. The general competencies (CG1, CG4, CG5) focus on acquiring advanced knowledge, communicating effectively, and taking responsibility for one¿s own professional development. The specific competencies (CE1, CE5, CE11, CE12) include applying analytical techniques in marketing, understanding consumer behavior, designing strategies, and identifying new industry trends. LEARNING OUTCOMES A student who has completed this course should be able to: - Critically analyze various marketing research studies. - Identify a relevant research problem and consult appropriate sources to propose a research project. - Propose and design a methodology to address a marketing-related issue.

The course offers a comprehensive overview of marketing, combining theoretical foundations with strategic application. It introduces the PRINCIPLES OF MARKETING and ACADEMIC RESEARCH IN MARKETING, providing students with tools for rigorous analysis. Key concepts are addressed, such as MARKET ORIENTATION, STRATEGIC MARKETING, and the measurement of MARKETING PERFORMANCE. The course also covers CONSUMER BEHAVIOR, including PERCEPTION AND SATISFACTION, as well as RELATIONAL MARKETING. In addition, it examines MARKETING-MIX decisions: PRODUCT AND INNOVATION, PRODUCT AND BRAND, PRICING, COMMUNICATION, and DISTRIBUTION AND RETAIL CHANNELS, along with STRATEGIC INTERACTIONS BETWEEN COMPANIES.

LEARNING ACTIVITIES The activities are designed to combine theoretical learning with practical application: AF1 Lectures: Presentation of key course content. AF2 Practical sessions: Solving exercises and case study analysis. AF3 Theoretical-practical sessions: Activities integrating theory and practice. AF5 Tutorials: Personalized academic support. AF6 Group work: Development of collaborative projects. AF7 Individual work: Independent study and individual assignments. TEACHING METHODOLOGIES Various methodologies are used to enhance students' understanding and engagement: MD1 Lectures: Explanation of concepts supported by audiovisual materials. MD2 Recommended readings: Analysis of texts to deepen understanding. MD3 Case studies: Problem-solving tasks completed individually or in groups. MD4 Class discussion: Guided debate on relevant topics and case studies. MD5 Written assignments: Preparation of individual or group projects.