MARKETING

FUNDAMENTALS
ADE 2º course – Spring Semester

Dr. José María López Sanz

jm.lopez@uah.es
 CONTENTS
Week Contents

01ª  Introduction to the subject and initial consideration

02ª  Initial consideration, explain practice classes and make groups
03ª  Unit 1. Basic concepts of marketing and marketing management
04ª  Unit 1. Basic concepts of marketing and marketing management
05ª  Unit 1. Basic concepts of marketing and marketing management + T1
06ª  Unit 2. The market and its environment + T2
07ª  Unit 2. The market and its environment + T3
08ª  Unit 3. Consumer behaviour + T4
09ª  Unit 3. Consumer behaviour + T5
10ª  Unit 3. Consumer behaviour + T6
11ª  Unit 4. Demand and market segmentation + T7
12ª  Unit 4. Demand and market segmentation + T8
13ª  Unit 5. Market research + T9
14ª  Unit 5. Market research +T10
 CONTENTS
T5
MARKET RESEARCH
NEED
ENVIROMENT

T2 T4
MARKET
DEMAND/
SEGMENTATION

EXCHANGE
CONSUMER 1
PRODUCT COMPANIES
T3

T1
MARKETING
 BASIC BIBLIOGRAPHY

Santesmases Mestre, Miguel (2012):

Marketing. Conceptos y Estrategias
6ª edición,
Editorial Pirámide, Madrid.
 ADDITIONAL BIBLIOGRAPHY

Santesmases Mestre, Miguel

Merino Sanz, Mª Jesús
Sánchez Herrera, Joaquín
Pintado Blanco, Teresa (2018):
Fundamentos de Marketing
2ª edición,
Editorial Pirámide, Madrid.
 ADDITIONAL BIBLIOGRAPHY

Santesmases Mestre, Miguel

Merino Sanz, Mª Jesús
Sánchez Herrera, Joaquín
Pintado Blanco, Teresa (2011):
Fundamentals of Marketing
Editorial Pirámide, Madrid.
 ADDITIONAL BIBLIOGRAPHY

Kotler, Philip and Armstrong, Gary

(2020):
Principles of Marketing,
18ª edition,
Prentice Hall, New Jersey.
BASIC READING LIST
REQUIRED MATERIAL
METHODOLOGY AND ASSESSMENT
CONTINUOUS ASSESSMENT
ACTIVITY TYPE %

Practice essay and defence Teamwork 25%

Practice discussion (“game”) Teamwork 25%

Classroom participation Individual 10%

Exam Individual 40%

TOTAL 100%
 PRACTICE ESSAY

STRUCTURE:

- WRITTEN PART

- EXPOSITION. SLIDES

- SUMMARY SHEET

- GAME

THE ESSAY MUST BE SENT BY MAIL 2-3 DAYS

BEFORE THE PRESENTATION
jm.lopez@uah.es
 PRESENTATION (25%)
THEORY
EXPOSITION
ASPECTS TO BE
DETAILS
ASSESSED: SUMMARY SHEET
AVERAGE

DEVELOPMENT OF PRESENTATIONS:
1. Exposition GROUP (25’-30’) + ENGLISH (1’ per person)
2. Collection of QUESTIONS SHEET
3. Answer questions
 PRESENTATION (25%)
THEORY
EXPOSITION
ASPECTS TO BE
DETAILS
ASSESSED: SUMMARY SHEET
AVERAGE
How could I make a good presentation?
 Slides (“black on white”, few words, letter size, images, vídeos, etc.)
 Proper tone of voice
 Talk to the audience(f.e. making questions, looking everybody, etc.)
 Don´t speak sat down
 Time control(mínimum 25 minutes y máximum 30 minutes)
 Etc.
 PRESENTATION (25%)
THEORY
EXPOSITION
Puntos a valorar: DETAILS
SUMMARY SHEET
AVERAGE
How could I make a good presentation? (details)
 Talk about all the proposed topics
 Current examples different class explanation
 Read and understand basic bibliography books
 Read additional bibliography books, another books, journals…
 Search current examples on relevant websites
 Etc.
 SUMMARY SHEET
THEORY

EXPOSITION
VERY IMPORTANT:
DETAILS

SUMMARY SHEET
In this area of the sheet
AVERAGE there must be nothing written,
GAMES neither images nor anything,
EXPLANATION
CREATIVITY
because this area is
LEADERSHIP
CONCLUSIONS
for the teacher to write the
AVERAGE feedback
1. ESSAY NAME If any of these points does
2. TEAM MEMBER(+ e-mail)
3. INDEX not appear, the maximum
4. INDEX SCORE DEVELOPMENT mark on the summary sheet
5. CONCLUSIONS (Numbered. Minimum 3 – Maximum 5) will be 5
6. BIBLIOGRAPHY. - Books (author(s), year, title, edition, publicher, place and pages)
- Internet (web and checking date)
in case of doubt, you can use the APA rules, that you can check in: (
https://biblioteca.uah.es/investigacion/documentos/Ejemplos-apa-buah.pdf)
SUMMARY SHEET EXAMPLE
ACTIVE PARTICIPATION(10%)
 GAME (25%)
GAMES
EXPLANATION
CREATIVITY
ASPECTS TO BE
ASSESSED: LEADERSHIP
CONCLUSIONS
AVERAGE
GAME DEVELOPMENT(25’-30’):
1. Divide the class into groups(2, 3, 4…)
2. Explain the game
3. Develop the game
4. Conclusions (minimum 3 minutes)
5. Awards and punishments(maximum 3 minutes)
 GAME (25%)
GAMES
EXPLANATION
CREATIVITY
ASPECTS TO BE
ASSESSED: LEADERSHIP
CONCLUSIONS
AVERAGE
How could I make a good explanation?
 Use slides to better explain the rules of the game
 The whole class must have understood the rules of the game
correctly
 Ask if the rules of the game have been understood
 GAME (25%)
GAMES
EXPLANATION
CREATIVITY
ASPECTS TO BE
ASSESSED:
LEADERSHIP
CONCLUSIONS
AVERAGE
How could I have a good creativity?
 Creativity is very important in Marketing.
 The game have to be different from other games done before.
 All class space can be used, board games, TV games, made-up games, etc.
 You can use any material you want (dice, balls, balloons, etc.) without
disturbing other classes
 GAME (25%)
GAMES
EXPLANATION
CREATIVITY
ASPECTS TO BE
ASSESSED: LEADERSHIP
CONCLUSIONS
AVERAGE
How could I develop a goog leadership?
 Time control of game(minimum 25 minutes y maximum 30 minutes)
 Time control of conclusions (minimum 3 minutes)
 Time control of awards and punishments (maximum 3 minutes)
 All members of the group must actively participate
 Motivation of classmates, because they have to want to play
 GAME (25%)
GAMES
EXPLANATION
CREATIVITY
ASPECTS TO BE
ASSESSED: LEADERSHIP
CONCLUSIONS
AVERAGE
How could I make a good conclusions?
 It is the most important part of the game
 Conclusions have to last at least 3 minutes
 The conclusions must be explained with real examples so that they can
be better understood
 Check that colleagues have understood the conclusions
 EXAM (40%)

MULTIPLE CHOICE EXAM WITH QUESTIONS ON

TRUE OR FALSE
1. The test is about the subject matter seen in the theoretical and practical classes

2. The test has 40 statements with only two options: TRUE or FALSE

3. Each correct question adds up to + 0.25 points

4. But every wrong question subtracts - 0.25 points

5. The unanswered questions neither add nor subtract

6. To be able to average with the practical part it is necessary to obtain a

minimum of 5 points in this test

 SUMMARY
CONTINUOUS ASSESSMENT
ACTIVITY TYPE %

Practice essay and defence Teamwork 25%

Practice discussion (“game”) Teamwork 25%

Classroom participation Individual 10%

Exam Individual 40%

TOTAL 100%
 DOUBTS
AND
QUESTIONS