Bachelor's Degree in Marketing

The ideal applicant profile for the Bachelor's Degree in Marketing is a creative, curious person interested in understanding consumer needs, market behaviour and social trends. This person has well-developed communication and social skills, as required to convey ideas effectively and work as part of a team. They are proactive, innovative, and show a strong ability to adapt to the rapidly changing digital environment.

First Year

• Economic Environment
• Statistics
• Creation and Production Tools I
• Introduction to Marketing
• Consumer Psychosociology
• Commercial Distribution I
• Marketing Communication I
• English
• Market Research Workshop
• Foundations of Tourism Marketing

Second year

• Marketing Communication II
• Business Management
• Pricing Management
• Product and Service Management
• Business Law
• Commercial Management and Sales
• Creation and Production Tools II
• Brand Strategies
• Loyalty and Relationship Marketing
• Marketing Finances

Third year

• Innovation and Entrepreneurship
• Tourism and Cultural Destination Branding and Management
• People Management
• E-commerce
• Digital Ecosystem
• Commercial Distribution II
• Digital Tools
• Data Engineering (Data Mining, Big Data Analytics, CRM)
• Tourism and cultural destination branding and management
• Neuromarketing

Fourth-year

• Market Research
• Strategic Management
• Marketing Plan / Marketing Workshop
• New Marketing Trends: Experiential Marketing
• International Marketing
• University Activities
• Production and Operations
• Spoken and Written Communication Skills
• Business Simulation
• Internship
• Final Degree Project (TFG)

Key competencies

Knowledge

• KNO01. Explain the concepts related to company and business management and administration in general, as well as marketing and commercial communication in particular.
• KNO02. Master the basic principles of communication and negotiation to reach sustainable and beneficial agreements with different stakeholders: employees, intermediaries, agencies and media.
• KNO03. Recognise the different technical tools of market research, as a criterion in decision making.
• KNO04. Interpret economic and market data, determining the relevance of the information and its possible applications for decision-making and drawing conclusions
• KNO05. Describe the consumer buying process, their rational and emotional behaviour, as well as their needs, from the basis of traditional economics to the new disciplines of consumer psychosociology and neuromarketing.
• KNO06. Recognise the different digital platforms related to digital entrepreneurship and e-commerce, online communication, new digital environments and social networks, as well as new customer relationship systems (CRM).
• KNO07. Define brand positioning within a market segmentation strategy, in line with corporate values and shareholder objectives.

Skills

• SK01. Calculate the production costs of marketing actions with the expected profit, anticipating results and optimising the return on investment.
• SK02. Design products, services or communication pieces capable of generating value for the market and profitability for the company.
• SK03. Provide solutions to possible commercial and marketing problems, through the design of viable and effective proposals.
• SK04. Manage the tools they will use in their incorporation into the world of work in the area of digital marketing, market research and data analysis.
• SK05. Design marketing plans, both from the point of view of strategies and techniques for the creation of advertising pieces, branding, corporate identity, and respecting fundamental rights.
• SK06. Use techniques for presenting and defending creative proposals.

Competencies

• CMPT01. Identify and describe the function of marketing and its contribution to achieving the strategic objectives of the company and its place within the basic functions of the company.
• CMPT02. Develop proposals for marketing actions based on the optimal use of the marketing mix.
• CMPT03. Analyse and synthesise the results of reports and market research and take them as a basis for marketing decisions.
• CMPT04. Identify and describe the needs of consumers, developing procedures to create products and solutions to channel demand towards the brands' offer.
• CMPT05. Assess the role of marketing within the strategic planning process of the company (Mission - Vision - Values - Strategies - Action plan - Marketing plan).
• CMPT06. Apply the necessary communication concepts, generating effective messages, using the appropriate channels and adapting to the target audience.
• CMPT07. Use the technical tools of market research as a criterion in decision-making, respecting fundamental rights and equality between men and women.
• CMPT08. Compare the production costs of marketing actions with the expected profit, anticipating results and optimising the return on investment.
• CMPT09. Apply techniques to lead and dynamise creative sessions in order to guide them towards the design of actions that are respectful of democratic values.
• CMPT10. Manage and apply the concept of " customer orientation" as the focus of all proposed marketing actions.
• CMPT11. Obtain economic and market data, determine the relevance of the information and manage its use and application for decision-making and drawing conclusions.
• CMPT12. Anticipate trends in tourism, applying them to the marketing and development of products and services.
• CMPT13. Design different marketing solutions (whether these are products, services, communication pieces, etc.) integrating respect for essential values and conscious development of the human being, such as democratic values, equality between men and women, equal opportunities and universal accessibility for people with disabilities.
• CMPT14. Develop marketing plans, both from the point of view of strategies and tactics, especially in the creation of advertising pieces, branding, corporate identity, and respecting fundamental rights.
• CMPT15. Design content adapted to the specific characteristics of each window of exploitation of the digital environment: Internet and social networks.
• CMPT16. Organise the work in such a way that the established milestones are met, correctly estimating the development times of the actions proposed in the marketing plan.
• CMPT17. Analyse the theoretical and practical concepts of the most appropriate communication and marketing mix tools in accordance with a digital, highly globalised and connected environment.
• CMPT18. Discern between the business, economic and legal aspects involved in marketing actions, recognising the role that CSR aspects play in global society and how marketing uses it to reach the consumer.
• CMPT19. Make marketing proposals, based on objective data, avoiding subjectivity and bias and justifying them in a critical, objective and rigorous manner.
• CMPT20. Explain the technological environment and its impact on the marketing sector, discerning the role of digital marketing and its contribution to achieving the strategic objectives of the company and its place within the basic technological functions of the company.
• CMPT21. Identify multidisciplinary teams made up of people from different functional areas of the company, creating different professional profiles from the different marketing fields.
• CMPT22. Develop marketing solutions taking into account cultural, ethnic and demographic diversity.
• CMPT23. Manage the appropriate technologies in each marketing activity, distinguishing the role that new technologies play in the global society, and how marketing uses them to reach the consumer.
• CMPT24. Apply in a practical and integrative way the knowledge, skills and competencies acquired in professional environments related to marketing.
• CMPT25. Prepare, present and defend an original work/project in the field of marketing, publicly and individually, before a university examining board, a synthesis of the competencies acquired in the degree.
• CMPT26. Create new ideas and concepts from known ideas and concepts, reaching conclusions or solving problems, challenges and situations in an original way in the academic and professional environment.
• CMPT27. Transmit messages (ideas, concepts, feelings, arguments), both orally and in writing, strategically aligning the interests of the different stakeholders involved in the communication in the academic and professional environment.
• CMPT28. Use information and communication technologies to search for and analyze data, research, communicate and learn.
• CMPT29. Influence others to guide and lead them towards specific objectives and goals, taking into consideration their points of view, especially in professional situations derived from volatile, uncertain, complex and ambiguous environments in today's world.
• CMPT30. Cooperate with others in academic and professional shared goals, participating actively, and empathically and exercising active listening and respect to all members.
• CMPT31.Integrate analysis with critical thinking in a process of evaluating different ideas or professional possibilities and their potential for error, based on evidence and objective data leading to effective and valid decision-making.
• CMPT32. Adapt to adverse, unexpected situations that cause stress, whether personal or professional, overcoming them and even turning them into opportunities for positive change.
• COMPT33. Demonstrate ethical behaviour and social commitment in the performance of the activities of a profession, as well as sensitivity to inequality and diversity.

Career opportunities

Sales department

• Account manager.
• Commercial coordinator.
• International business development.
• Sales director.

Marketing departments in companies

• Product manager.
• Marketing manager.
• Digital marketing manager.
• Brand manager.
• Research and market intelligence manager.
• Public relations manager.
• E-commerce manager.
• Marketing director.

Marketing services companies

• Market research.
• Advertising agency.
• Digital agency.
• Strategy consultancy.
• Media planning agency.

Consultancy

• Strategy consultant.
• Creative consultant.
• Digital transformation or marketing consultant.

Entrepreneurship

• New business.
• Startup founder.