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Course description

Competencies and objectives


Course context for academic year 2019-20

This course, which is worth 6 ECTS credits, is offered as an OPTIONAL subject in the second semester of the fourth year of the ADE Degree (Administración y Dirección de Empresas, Business Administration). It is part of MARKETING AND MARKET RESEARCH module and is related to previous subjects such as Introduction to Marketing, Marketing Management, Market Research and Strategic Marketing. Therefore, it enables the student to continue to gain knowledge in the area of marketing and market research and to achieve a solid commercial base. It is offered in the final year along with other optional subjects: Marketing Communications, Sales Management and International Marketing. These four subjects form the marketing specialization, however they can be studied independently too.

Its approach familiarizes the students with commercial distribution. For this objective, a very active methodology is followed, which enables students to design, implement and control commercialization and retailing strategies successfully. This course aims to give students the necessary knowledge which will allow them to develop positions of responsibility in distribution management companies and in the organization of this kind of company as well, in order to design and implement commercialization plans.

VIDEO: Commercial Distribution Syllabus 4 min



Course content (verified by ANECA in official undergraduate and Master’s degrees)

General Competences (CG)

  • CG1 : Capacity to find and analyse information.
  • CG2 : Capacity to work in a team.
  • CG5 : Capacity to make decisions by putting theoretical knowledge into practice.
  • CG8 : Analyse problems using critical reasoning, without prejudices, precisely and rigorously.


General Competences acquired at University of Alicante (CGUA)

  • CGUA3 : Capacity for oral and written communication.


Specific Competences (CE)

  • CE7 : Be able to apply different technical instruments for marketing and commercial research to analyse companies in their context.




Learning outcomes (Training objectives)

No data



Specific objectives stated by the academic staff for academic year 2019-20


  • To raise awareness of the importance of efficient product distribution for the success of the company and customer satisfaction.
  • To introduce the concepts, structures, and methods used in commercial distribution to plan, organize, implement, and control the tasks in this field.
  • To show their implementation, in particular cases and situations in the trade dynamics.
  • To promote a way of thinking and acting on the scope of distribution and the forces that operate it.


  1. An in-depth knowledge of the most common practices from the point of view of both the manufacturer and retailer and, on the other hand, to analyse those typical commercial strategies and marketing tools.
  2. To provide students with the necessary knowledge of new distribution systems and sales methods to allow them to implement appropriate distribution strategies for different types of companies.
  3. To provide streamlined instruments related to communication, merchandising, and logistics involved in distribution.
  4. To develop students’ professionalism, with regard to the criteria of responsibility and efficiency.
  5. To prepare students who want to enter a distribution company; through essential theoretical training to access posts of responsibility, and, through practical training, to be able to function from the moment of incorporation into the company.
  6. In essence, it is intended to provide training which will serve as a basis for the student’s future professional life in the world of commerce, and more specifically, in that of "commercial distribution".

 Commercial Distribution (Syllabus 4 min)




Code: 22042
Lecturer responsible:
Credits ECTS: 6,00
Theoretical credits: 1,20
Practical credits: 1,20
Distance-base hours: 3,60

Departments involved

    Theoretical credits: 1,2
    Practical credits: 1,2
    This Dept. is responsible for the course.
    This Dept. is responsible for the final mark record.

Study programmes where this course is taught