Ir a cuerpo Ir a Estudios, Gobernanza y organización
Logo UA
Realizar búsqueda
Course description

Competencies and objectives


Course context for academic year 2015-16

This course of 6 ECTS credits is offered as an OPTIONAL subject in the second semester of the fourth ADE's Degree course. It belongs to the module MARKETING AND MARKET RESEARCH and it is related with previous subjects like Introduction to Marketing, Marketing Management, Market Research and Strategic Marketing. Therefore it enables to continue growing in knowledge in the area of marketing and market research and to complete a solid commercial base. It is offered in the last year along with other optional subjects: Marketing Communications, Sales management and International Marketing. This 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 to design, implement and control successfully, the commercialization and retailing strategies. It is about giving to the students the needed knowledge which will allow them to develop responsibility positions in the distribution management companies and in the organization of this kind of companies as well, in order to design and implement the commercialization plans.

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 2015-16

Understand and know how to analyze a distribution channel. Understand and know how to plan the retail management. Know the needed information and data sources when there is a problem in the distribution field. Perform presentations and/or reports where the student will design and analyze different options of commercial distribution.




  • Sensitizing students of the importance of an efficient distribution for the success of the company and the satisfaction of customers.
  • Introduce concepts, structures and methods used in the distribution area to plan, organize, execute and control the implemented tasks in the distribution area.
  • Introduce applications cases and concrete situations of the trade-dynamic.
  • Foster a way to think and act about the distribution area and the forces operating in it.


  • Deepen, on the one hand, in the most usual practical aspects from the perspective of manufacturers and retailers, and on the other hand, analyze those strategic and instrumental aspects of the company's marketing.
  • Give to the students the needed knowledge of the new distribution systems and selling methods, allowing them to implement adequate distribution strategies for the different kind of companies.
  • Provide rationalization instruments of the elements of communication, merchandising, and logistics system involved in distribution.
  • Develop in the students a professional sense, with responsibility and efficiency criteria.
  • Prepare the students who want to integrate a distribution company; through an essential theoretical training to access to the leading position and through a practical training to be operational since the moment of the incorporation to the company.
  • In essence, it is intended to provide a training which will serve as a base for the future professional life of the student in the commercial area, and more particularly, in the "commercial distribution" life.


 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