Public University of Navarre

Academic year: 2021/2022 | Previous academic years:  2020/2021  |  2019/2020  |  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

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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.


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

SP02 Identify the sources of relevant economic information and their contents.

SP03 Derive from microeconomic and macroeconomic data the data and relevant information impossible to recognize for non-professionals.

SP04 Apply professional criteria based on the handling of technical instruments to the analysis of business management problems.

SP05 Issue advisory reports on specific situations of companies and markets.

SP12 Plan, organize and control projects in the different functional areas of the company.

SP13 Identify the company as a system and recognize the interdependencies between the different functional areas.

SP14 Implement policies and practices aimed at improving the effectiveness and efficiency of business management.

SP18 Develop marketing policies that improve the knowledge of consumer needs and raise their level of satisfaction.


Learning outcomes

Learning results Content (Chapters) Learning activities Evaluation instrument
R_MK_01. Understand what marketing is, its most important concepts and its importance in organizations and in the economy. 1, 2 A1, A2, A3, A4, A5, A6, A7 E1, E3, E4
R_MK_02. Understand the role of marketing in the organization and its relationship to other functions. 1, 2 A1, A2, A3, A4, A5, A6, A7 E1, E4
R_MK_05. Be able to analyse the marketing environment, in particular the market and the behaviour of consumers and customers. 3, 4, 5, 6 A1, A2, A3, A4, A5, A6, A7 E1, E2, E3, E4
R_MK_03. Understand the various strategic decisions an organization can make in the marketing planning process. 7 A1, A2, A3, A4, A5, A6, A7 E1, E2, E3, E4
R_MK_06. To be able to make marketing decisions in organizations. 1 - 8 A1, A2, A3, A4, A5, A6, A7 E2, E3, E4
R_MK_04. Understand the various operational decisions an organization can make in the marketing planning process. 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
R_MK_01, 05, 03, 06, 04 E1. Course participation and activities (individual) 15 No
R_MK_05, 03, 06, 04 E2. Practice: Resolution and class discussion (group) 15 No
R_MK_01, 02, 05, 03, 06, 04 E3. Project: Marketing analysis of a small company (group) 25 Yes. Equivalent tests
R_MK_01, 02, 05, 03, 04 E4. Final exam (minimum: 5) 45 Yes. Exam



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.



Instructor materials

Basic references

Kotler, P. y G. Armstrong (2018), Principles de Marketing (Global Edition), Pearson-Prentice Hall, 17 Ed. (In general, the last edition available at the beginning of the course)

Additional references

Roger D. BlackwellJames F. EngelPaul W. Miniard (2005), Consumer behavior, Thomson,

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



Spanish, English.



Check the university web page for schedule and classrooms.