Public University of Navarre

Academic year: 2019/2020 | Previous academic years:  2018/2019 
Double Bachelor's degree in Management, Business Administration and Law (international program) at the Universidad Pública de Navarra
Course code: 177601 Subject title: MARKETING MANAGEMENT I
Credits: 6 Type of subject: Mandatory Year: 3 Period: 2º S
Department: Gestión de Empresas

Partes de este texto:


Module/Subject matter

Module: Marketing fundamentals. Subject matter: Marketing fundamentals.



We study the marketing function in the organizations. The marketing function is in charge of the relation with the market. In this course an introduction to Marketing is given, jointly with a strategic vision of the function. This course is followed by Dirección Comercial II (Marketing Management II), which shows a more operational view of Marketing.



Introduction to marketing, marketing environment, marketing strategy, current topics in marketing.


General proficiencies

a) Generic instrumental competences

CG01 A capacity for analysis and synthesis

CG02 A capacity for organisation and planning

CG03 Oral and written communication in their mother tongue

CG07 The capacity to solve problems

CG08 The capacity to make decisions

b) Generic personal competences

CG09 The capacity to work as part of a team

CG12 Interpersonal skills

CG13 The capacity to work in diverse and multicultural environments

CG15 An ethical approach to work

c) Systemic generic competences

CG17 A capacity for self-reliant learning

CG18 The capacity to adapt to new situations

CG20 Leadership

CG24 Respect for human rights


Specific proficiencies

CE02 To identify sources of economic information relevant to their particular enterprise and their contents

CE03 To discern information and data relevant to their particular enterprise which a non-professional would be unable to recognise

CE04 To analyse business management problems, applying professional criteria based on the use of technical instruments

CE05 To produce advisory reports on specific business and market situations

CE12 To plan, organise and oversee projects in the different functional areas of an enterprise

CE13 To identify an enterprise as a system and recognise the interdependencies between its different functional areas

CE14 To implement policies and practices to improve business management effectiveness and efficiency

CE18 Developing marketing strategies to further deep knowledge about consumers and consumer's satisfaction.


Learning outcomes

Learning results Content (Chapters) Learning activities Evaluation instrument
R01. To understand what is marketing, its main concepts and its role within organizations 1, 2 A1, A2, A3, A4, A5, A6, A7 E1, E3, E4
R02. To understand the relationship between marketing and other areas within organizations 1, 2 A1, A2, A3, A4, A5, A6, A7 E1, E4
R03. To have the capacity to analyze the marketing environment, in particular markets and consumer behavior 3, 4, 5, 6 A1, A2, A3, A4, A5, A6, A7 E1, E2, E3, E4
R04. To have the capacity to formulate marketing strategies 7 A1, A2, A3, A4, A5, A6, A7 E1, E2, E3, E4
R05. To know the current trends in marketing 8 A1, A2, A3, A4, A5, A6, A7 E1, E4
R06. To have the capacity for marketing decision making 1 - 8 A1, A2, A3, A4, A5, A6, A7 E2, E3, E4
R10. Marketing decision making at the strategic and tactical levels 1 - 8 A1, A2, A3, A4, A5, A6, A7 E1, E2, E3, E4



Activity Classroom hours Out of classroom hours
A1 Large group sessions 34  
A2 Medium-sized group sessions 14  
A3 Group mentoring 08 20
A4 Group paperwork   15
A5 Readings   15
A6 Individual study   35
A7 Exams 04  
A8 Individual mentoring   05
Total 60 90



Learning results Evaluation instrument Weight (%) Recoverable
R01, R02, R03, R04, R05, R10 E1. Final exam. Minimum mark: 5 out of 10 50 Yes
R03, R04, R06, R10 E2. Cases, by groups 15 No
R01, R03, R04, R06, R10 E3. Individual papers and class participation 10 No
R01, R02, R03, R04, R05, R06, R10 E4. Group project. Marketing analysis of a small company. 25 No



Unit I. Marketing Fundamentals

1. Introduction

2. The marketing process

Unit II. Analysis of marketing opportunities

3. The Marketing environment

4. Marketing research

5. Consumer buyer behavior

6. Organizations buyer behavior

Unit III. Designing Marketing strategies

7. Segmenting, selecting and positioning in the market

Unit IV. Emergent topics in marketing

8. Emergent topics: New technologies; Globalization; Ethics and social responsibility; Other topics.



Access the bibliography that your professor has requested from the Library.



Other materials given by professors

Basic references

Kotler, P. y G. Armstrong (2015), Principles de Marketing (Global Edition), Pearson-Prentice Hall, 16 Ed. (In general, the last edition available at the beginning of the course)

Additional references

Roger D. Blackwell, James F. Engel, Paul W. Miniard (2005), Consumer behavior, Thomson,

O. C. Ferrell  (Author), Michael Hartline (2012), Marketing Strategy, Text and Cases, Paperback, South-Western, Ed. 6



Spanish, English.



Check the university web page for schedule and classrooms.