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Branch of knowledge: Social Sciences and Law
Center in charge: Facultad de Ciencias de la Economía y de la Empresa
Method of teaching: Inglés
Credits: 240. Credits/year: 60. Duration: 4 years. Implantation: progressive, first course 2010-2011
Calendario académico    Schedule   Exam   Teaching Guides  Validations table    Faculty
Coordinator: Prof.ª Dr.ª D.ª Susana Romero Sanz    

Atención al estudiante: 91 488 93 93.     Buzón de Ayuda al Estudiante     Buzón de sugerencias, quejas y felicitaciones

Basic Information

What will I learn by studying this degree?

Theoretical-practical knowledge about various aspects related to the management, understanding, and decision-making in marketing within a company. Specifically:

  • Basic knowledge of marketing, consumer behavior, market research, communication strategies, brand management, digital marketing, strategic planning, and international marketing, among others.
  • Understanding of the different organizations that structure the social, political, and economic life of a society.
  • Business knowledge and skills, specifically "marketing and sales skills," as well as knowledge in areas related to business management, mastery of statistical and mathematical techniques (as instrumental tools for marketing activities), markets, customers, information and control systems, and mastery of computer tools.
  • Knowledge about personal development improvement, incorporating the promotion of human values, ethics, and corporate social responsibility into programs.

Where will I be qualified to work upon graduation?

The main career opportunities for a Marketing degree include:

  • Strategic direction and marketing management: strategic management staff, assistant director.
  • Marketing management: marketing assistant, product manager, brand manager, strategic marketing director, marketing director, marketing consultant.
  • Distribution channels: channel specialist, category manager, trade marketing director, mall manager.
  • Integrated marketing communication management: marketing communication specialist, marketing communication manager, account executive, account planner.
  • Market research: market intelligence analyst, marketing database analyst, market intelligence director, market research consultant, market research analyst, market research project manager.
  • Digital marketing: SEO and/or SEM specialist, digital analyst, social media specialist, content marketing specialist, email marketing specialist, influencer marketing specialist.
  • Global marketing: global markets analyst, export director, international business development manager.
  • Marketing and e-commerce: online marketing technician, online marketing manager, CRM director.
  • Sales management: sales technician, sales inspector, team leader, sales manager, sales representative, sales director.

What topics will be covered in this Degree?

The ones related to: market commercialization and research; financial economics and accounting; business organization; civil, mercantile, and labor laws; applied economics; psychology; sociology; and humanities.


The main objective of the degree in marketing is to offer the student adequate scientific training oriented towards company knowledge, which will be the principle field of action for graduates in marketing, although they will also be able to develop their work activity in other sectors. Once this basic knowledge is acquired, the main objective of the degree in Marketing is to get the student to go more deeply into the wide knowledge of marketing elements, components, and market research.

In order to do that, the syllabus is done through multidisciplinary study programs, whose main objective is:

  • The study of different organizations, their management, and the analysis of changes in the national and international environment in which they are immersed.
  • Theoretical and practical training which capacitates them for marketing and business management, as well as a humanistic training and personal development.
  • The development of general skills capable of being transferred to a wide range of organization typologies and not exclusively limited to the business profession.



Instrumental competence:

  • Analysis and synthesis ability.
  • Organization and planning ability.
  • Oral and written skill in your native language.
  • Computer knowledge related to the study area.
  • Skill in analyzing, searching for, and differentiating information from different sources.
  • Schematization and extrapolation ability.
  • Ability in problem-solving.
  • Ability in decision-making.
  • Ability in applying analysis of problems and professional criteria based on the use of technical tools.

Personal competence:

  • Motivation for quality and rigorous work.
  • Creativity, initiative and an enterprising spirit.
  • Communication skill and ability.
  • Interdisciplinary teamwork.
  • Work in an international context.
  • Personal relations skill.
  • Skill in working in different and multicultural environments.
  • Critical and self-critical ability.
  • Ethical commitment at work.
  • Working under pressure.

Systemic competence:

  • Self-learning.
  • Adaptation to new situations.
  • Creativity.
  • Leadership.
  • Initiative and enterprising spirit.
  • Motivation for quality.
  • Sensitivity towards environmental and social issues.

Practical competence:

  • Put knowledge into practice.
  • Skill in research.
  • Project design and management.
  • Communication skills in business and economic issues.


  • Management and administration skill regarding the commercial role of a company.
  • Ability to integrate in the functional marketing area of a company.
  • Skill in knowing how to evaluate, from the relevant sources of information, the situation and predictable development of a company, especially in the area of marketing and market research.
  • Skill in writing assessment reports concerning specific situations of companies and markets.
  • Skill in drafting global management projects or functional areas of a company related to marketing and market research.
  • Ability to understand the impact of the historic-legal-economic environment in a company, especially in the marketing area, and in a national and international context.
  • Ability to apply fundamental concepts related to the legal regulation which affects the market, and more specifically, the company and its decisions.
  • Ability to select and use the computer applications necessary for business diagnosis and analysis and for its application in marketing management within the company.
  • Ability for decision-making related to business variables.
  • Ability to accomplish strategic marketing planning.
  • Ability to identify and analyze correctly the factors that influence consumer behavior from the marketing perspective.
  • Ability to know and develop commercial research projects.
  • Ability to make marketing decisions in specific areas of activity.
  • Ability to understand the importance of the integrated communication in marketing.
  • Ability to design and implement an integrated communication marketing plan.
  • Ability to use adequate software applications for the resolving of commercial communication problems.
  • Ability to identify problems related to distribution channels and organization management which form the commercial system.
  • Ability to manage sales within organizations.
  • Ability to jointly apply theoretical and methodological knowledge and marketing and market research techniques acquired through the training process, working as a team, and developing the skill and expertise of a marketing and market research professional.
  • Ability to submit and defend a full project which integrates marketing activities, or a marketing plan.


Minimum requeriments for stay

  • For full-time students doing an undergraduate degree, the maximum period of time allowed to complete the degree is eight years. Part-time students can request an extension of up to two years from the Rector.
  • In the degrees that have more than to 240 credits (4 years), the maximum stated in the previous section will be increased by one year for each 60 ECTS that are added to the 240 ECTS.
  • Students have to pass a minimum of two subjects in the first year. Students who are studying part-time have to pass at least one subject in the first academic year.
  • Students who are studying an official degree at Rey Juan Carlos University have a maximum of four enrollments in each one of the subjects in the study program, without counting previous cancellations of said subjects.

For further information see: Normativa de permanencia

Minimum number of  ECTS credits per type of registration and academic year

Full-time students:

1º Course 48 ECTS 60 ECTS
Other courses 48 ECTS 78 ECTS

Part-time students:

1º Course 24 ECTS 47 ECTS
Other courses 24 ECTS  47 ECTS


Access and Enrolment


Access to official degrees requires holding a high school diploma or equivalent and passing the exam referred to in Article 42 of the Organic Law 6/2001 of Universities, modified in the Law 4/2007 (12 April), taking into account other mechanisms of access foreseen in existing regulations.
The maximum number of 1st year students accepted in the academic is:

Madrid Campus (Vicálvaro): 65 places (including transfer admission places)



Enrolment in the Rey Juan Carlos University is on-line, using the computers on campus or any computer with web access. Dates and deadlines can be consulted in enrolment, as well as the requirements and necessary documents.  If any doubts arise, ask at the Student Telephone Assistance Centre (C.A.T.A.).

Teaching Itinerary


BE: Basic Education
COM: Compulsory 
EL: Elective

Semester Subject Character Credits
1 Marketing Interpersonal and Communication Techniques BE 6
1 Introduction to Corporations BE 6
1 Mathematics Applied to Marketing COM 6
1 Economic and Marketing History BE 6
1 Corporate Sociology BE 6
2 Civil Law BE 6
2 Applied Statistics to Marketing COM 6
2 History of the Commercial Culture and Society BE 6
2 Computer Science Applied to Marketing BE 6
2 Introduction to Marketing COM 6
Total Credits: 60


Semester Subject Character1 Credits
1 Economic-Financial Analysis in Marketing I COM 4,5
1 Mercantile Law: Legal Regulation of the Market COM 4,5
1 Economics I: MicroEconomics BE 6
1 Strategic Management COM 4,5
1 Psychology Applied to Marketing COM 4,5
Annual Modern language BE 6
2 Economic-Financial Analysis in Marketing II COM 4,5
2 Labour and Social Security Law COM 4,5
2 Economics II: MacroEconomics COM 6
2 Decission Making Methods Applied to Marketing COM 4,5
2 Strategic Marketing COM 4,5
2 Responsability and Corporate Social Marketing BE 6
Total Credits : 60


Semester Subject Character Credits
1 Communication Policy and Digital Advertising COM 6
1 Product Policy COM 6
1 Market Research I COM 4,5
1 Sales Management COM 4,5
1 Consumer Behaviour COM 4,5
1 Industrial and Services Marketing COM 4,5
2 Distribution Policy and Ecommerce COM 6
2 Price and Cost Policy COM 6
2 Market Research II COM 4,5
2 Commercial Negotiation Techniques COM 4,5
2 Relational, Direct and Interactive Marketing COM 4,5
2 Applied Information Systems and Data Driven Marketing COM 4,5
Total Credits : 60


Semester Subject Character Credits
1  Marketing Plan COM 6
1 Elective 1 EL 4,5
1 Elective 2 EL 4,5
1 Elective 3 EL 4,5
1 Elective 4 EL 4,5
1 Academic Recognition of Credits EL 6
Annual Internship Placement COM 24
Annual End of Degree Project COM 6
Total Credits : 60


 Semester Subject Character Credits
 1  Human Resources Management EL 4.5
 1  Internal Marketing EL 4.5
 1  Marketing and Communication Management EL 4.5
 1  Analysis and Forecast of Sales EL 4.5
 1  Analytics and Metrics of Digital Marketing (semipresencial) EL 4.5
 1  Globla and International Marketing and Foreign Trade (semipresencial) EL 4.5

Internship Placement

The subject Internships is a curricular subject whose fundamental objective is to encourage the comprehensive training of the student through the practical application of the knowledge acquired in the degree, which facilitates direct contact with the professional activity and offers the opportunity for students to incorporate themselves in the professional world with a minimum level of experience. All the internships are designed so that students who participate in them acquire professional experience in real situations and conditions, applying the knowledge, skills, and attitudes that are acquired in the educational process during the degree. These internships are an important opportunity for the personal and professional development of the students.

The internships are activities that the student undertakes in companies, institutions, and organizations; that is, in centers external to the university, and that have as their objective to enrich and complement their university studies, while also offering deeper knowledge related to the skills that will be needed once they graduate.  

The Internship subject has two phases:

  • First, doing the internship, which offers professional experience related to the profile of the graduate and that are shown in the Verification Report of the degree.
  • Second, preparation of the report.


Formative Project Qualification

For more information: Unit internships

Social Security Contributions for student interns as of January 1, 2024

Movility Programmes


The Erasmus Program offers URJC undergraduate and graduate students the possibility of taking courses for one or more semesters at one of the European universities where URJC has agreements.

These exchanges traditionally involve financial assistance thanks to the Erasmus grants that the EU and the Spanish Education Ministry provide.

ERASMUS (intranet)


The Munde Program manages mobility with universities that are not included in the Erasmus Program.

The possibility of obtaining a grant or financial assistance and the quantity depend, in each case, on the agreements with the universities, the countries, or the entities that subscribe to said agreements. 

MUNDE (intranet)

For more information:

Movilidad URJC


SICUE es un programa de movilidad nacional para estudiantes universitarios de GRADOS que permite realizar parte  de sus estudios en otra universidad española con garantías de reconocimiento académico, aprovechamiento y adecuación a su perfil curricular.

Movilidad SICUE

Student Support Programmes

Future student orientation. The university has various orientation programs for future students: visits to high schools, guided tours of the campuses, visits to classrooms, and, at the beginning of every academic year, the university organizes a Welcoming Day in order to orient new students.

Academic tutorials. Each professor offers, within his/her teaching plan, tutorial sessions related to his/her subject.

Integral tutorial programs. These programs are aimed at improving the learning process of the students, helping them to plan and organize their efforts in order to obtain the best academic results.

Degree coordinator. The degree coordinator works to favor the coherence and balance of the different subjects and the work load of the students.

Mentoring Program. URJC has a Mentoring Program, where students from previous academic years act as tutors.

Disabled students. The Assistance for Disabled Persons Office offers orientation and help to students with special needs.

Scholarships and financial aid. Rey Juan Carlos University processes the principle grants and annual financial aid programs, both their own and those from other official organisms such as ministries, the regional government of Madrid, international organizations, and other entities. The university also publishes and disseminates information about grants and financial aid of interest to students and graduates. During the year, students receive information about these through the established communication channels.

Laboral insertion program. URJC, through the Internship Unit and the Graduate Office, organizes events, workshops, and diverse services directed at helping and supporting students seeking employment. This is designed to improve students’ employability and to favor their incorporation into the labor market. The university has job listings, a platform at the disposition of companies and graduates where the organisms can carry out their selection process.




*Las tasas correspondientes a los dobles grados con distinto grado de experimentalidad se aplicarán tal como establece el nuevo Decreto 43/2022, de 29 de junio, del Consejo de Gobierno, por el que se establecen los precios públicos por estudios universitarios conducentes a títulos oficiales y servicios de naturaleza académica en las universidades públicas de la Comunidad de Madrid*



Convalidación, adaptación de estudios, reconocimiento de créditos y homologación de títulos extranjeros






Quality Guarantee

External monitoring report



Report on Results

Once the follow-up on the Degree is carried out, the quantitative information concerning the results of the follow-up for each academic year is shown.

Report on Results

General information collection plan

Within the Quality Guarantee System at Rey Juan Carlos University, the following surveys are planned:

- New students

- Teacher assessment

- Student satisfaction

- Satisfaction of graduates

Labor insertion

- Causes of abandonment

- Career path:

  • Second year after graduating
  • Third year after graduating
  • Fourth year after graduating

- Degree of satisfaction:

  • Faculty with campus and university
  • Teaching staff with degree
  • Of the evaluators
  • Incoming student mobility program
  • Outbound student mobility program
  • Administration and services staff with university

- External practices:

  • Student satisfaction
  • External tutor satisfaction
  • Satisfaction of evaluators

Survey results:

Steps toward Improvement

The Quality Guarantee System at URJC establishes that the Quality Guarantee Commission of the degree analyzes the information derived from the different indicators of the degree and draws up a report which includes plans for improvement, if that is what the results so indicate.

Accreditation renewal

Accreditation renewal supposes the culmination of the implementation of the official undergraduate and Master’s degrees registered in the University, Center, and Degree Register. The accreditation renewal of official undergraduate and Master’s degrees is organized in three phases: self-assessment report, external visit, and final assessment.

In the first phase, the university describes and assesses the situation of the degree with respect to the established criteria and guidelines. The result is the Self-Assessment report that is presented. The second and third phases are carried out by a group of assessors who are external to the degree in question.

Recognition of quality

The Virtual Campus at URJC has the international  certification “UNIQUe” for quality in e-learning. UNIQUe is the most demanding seal of quality for the use of ICT in higher education.

In the framework of the celebration of the INNOVATION FORUM 2011 in the Portuguese town of Oeiras, the Foundation for the Quality of e-Learning gave three UNIQUe quality certifications to universities in Saudi Arabia, Russia, and Spain, and Rey Juan Carlos University was one of those chosen.

UNIQUe is the first certification of quality in all of Europe, created to offer support to universities in order to achieve excellence in the use of ICT for innovation in learning. The certification provides points of reference for the field of higher education in order to increase the speed of implementation of the Bologna reforms in the field of technology. It is centered on innovation with the aim of improving learning. At the same time, the UNIQUe seal facilitates the incorporation of the existing good practices and the valid strategies for quality, presenting a wide institutional focus that goes beyond e-learning in order to validate the efforts of the universities with regard to innovation.

This process of quality certification is based on the broad participation of the interested parties with the aim of involving the entire community of higher education, including the government, students and professors, as well as the administration and management of universities.