Competencies and objectives


Course context for academic year 2022-23

The basic objective of the subject Introduction to Marketing is to provide students with basic training and an overview of the fundamental aspects within the functional area of the Business Management and Research that allows them to face their practice in business, especially in the professional profiles of commercial consultancy and marketing director.

The subject Introduction to Marketing is the first of the subjects of the module "Marketing and Market Research" that students attend. It consists of 6 ECTS credits and is a basic training subject.

Throughout the course, the student is familiarized with the basic concepts of marketing, including market research, marketing strategy, and marketing management tools (product, price, distribution and communication). This allows the student to face the learning of the contents of the module "Marketing and Market Research" with a holistic vision of all the elements that make up the area of commercialization of the company. 
This subject is, therefore, an introduction for the further development of the other subjects taught by the Marketing Department (which vary depending on the corresponding studies -consult specific plans-).



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.
  • CG4 : Apply professional criteria based on using technical instruments to analyse problems.
  • CG5 : Capacity to make decisions by putting theoretical knowledge into practice.


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 2022-23

Cognitive objectives
OC1 Become familiar with the language, concepts, tools and logic of marketing as a business activity.
OC2 Achieve basic training and an overview of the commercial function in the company, to develop a complementary and deeper training in subsequent courses.
OC3. Know aspects and useful and necessary tools for effective decision making in marketing such as the concept of value, relationship marketing, marketing planning, environmental analysis and SWOT analysis, demand analysis, individual and organizational consumer behavior, segmentation and positioning strategies, and marketing-mix instruments.

Instrumental objectives
OI1. Formulate solutions related to marketing practice in the company based on real data.
OI2. Apply the theoretical knowledge to the practice of marketing within the company.
OI3. Comment, discuss and express publicly the results obtained in the development of practical classes and the fundamental aspects developed throughout the theoretical classes.
OI4. Train for the selective search of information and complementary documentation.

Attitudinal objectives
OA1. Assume responsibility for their learning and its results, develop their autonomy and be active in building their knowledge.
OA2. Develop critical thinking about reality, as well as collaborative attitudes (exchange of experiences and opinions with their peers), professional skills and self-assessment capacity.
OA3. Interact socially and professionally with their environment.





Code: 22002
Lecturer responsible:
Credits ECTS: 6,00
Theoretical credits: 1,20
Practical credits: 1,20
Distance-base hours: 3,60

Departments involved

    Theoretical credits: 1,5
    Practical credits: 0,9
    This Dept. is responsible for the course.
    This Dept. is responsible for the final mark record.

Study programmes where this course is taught