Public University of Navarre

Academic year: 2024/2025 | Previous academic years:  2023/2024  |  2022/2023  |  2021/2022  |  2020/2021 
International Double Bachelor's degree in Economics, Management and Business Administration at the Universidad Pública de Navarra
Course code: 176402 Subject title: MARKETING MANAGEMENT I
Credits: 6 Type of subject: Mandatory Year: 2 Period: 2º S
Department: Gestión de Empresas

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Module/Subject matter

Marketing fundamentals / 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

Not applicable


Specific proficiencies

Not applicable


Learning outcomes

RA01: Identify relevant economic information sources for the company and their content.
RA03: Derive relevant information for the company from data that cannot be recognized by non-professionals.
RA14: Understand what marketing is, its most important concepts, and its importance in organizations and the economy.
RA18: Evaluate, based on relevant information records, the situation and foreseeable evolution of a company.
RA20: Plan, organize, and control global management projects or those of the different functional areas of the company.
RA21: Apply policies and practices aimed at improving the effectiveness and efficiency of business management.
RA25: Use personal, social, and methodological knowledge, skills, and abilities to issue advisory reports on specific situations of companies and markets.
RA26: Analyze and solve complex business management problems by applying the knowledge, skills, and competencies acquired.



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 Minimum
required grade
  E1. Course participation and activities (individual) 15 No  
  E2. Practice: Resolution and class discussion (group) 15 No  
  E3. Project: Marketing analysis of a small company (group) 25 Yes. Equivalent tests 5
  E4. Final exam (minimum: 5) 45 Yes. Exam 5

When the student fails the activities or evaluation instruments in which there is a minimum grade required, the course grade will be a maximum of 4.9



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.


  • Cases
  • 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. Blackwell, James F. Engel, Paul W. Miniard (2005), Consumer behavior, Thomson,
  • O. C. Ferrell, Michael Hartline (2012), Marketing Strategy, Text and Cases, Paperback, South-Western, Ed. 6



Spanish, English.



Check the university web page for schedule and classrooms.