The subject will be developed in two parallel, articulated and complementary lines:

a) The linear review of a set of basic contents on scientific method and applied research techniques.

b) Work on a specific research problem focused on the objectives of promotion and sale of a specific product or service.

While theoretical sessions review conceptual models and research techniques, in practical sessions, students will progress in a parallel and consistent way in the approaches and the evolution of the investigation of a specific case of reference (real or simulated) , on which all the acquired knowledge will be applied.

The students will be organized in groups. Each group will work on the case from a specific and differentiated perspective, agreed between the professor and the group itself. In each group, students will be organized into roles and will specify the tasks assigned to each member. Each and every one of the tasks developed must be signed by the students who made them.

The subject will be complemented with seminars in which professionals of the sector will explain their working methods.

A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find the various teaching materials deemed appropriate by the instructors and necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching staff will inform students of any modifications to the course schedule and teaching methodologies.

The course content will be sensitive to issues related to gender perspective and the use of inclusive language.

Annotation: within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

Continuous evaluation

The final grade will be obtained from the sum of the percentages corresponding to the four evaluated items. To pass the subject, the sum of the four items must reach 5:

- Presentation and preparation of the first research report: 30% of the final mark.

- Presentation and preparation of the second research report: 30% of the final mark.

- Practice in class: 10% of the final grade. These practices are support for the research work (first report and second report) Attendance at the work follow-up tutorials and delivery of the practices are mandatory in each session.

- Written test: 30% of the final grade. To be eligible for continuous evaluation, the grade of the test must be equal to or greater than 3. Otherwise, this test must be retaken.

Single evaluation

The final grade will be obtained from the sum of the percentages corresponding to the four evaluated items. To pass the subject, the sum of the four items must reach 5:

- Course work. Preparation of the first research report: 30% of the final mark.

- Course work. Preparation of the second research report: 30% of the final mark.

- Practical case resolution test: 10% of the final mark.

- Written test: 30% of the final grade. The exam model is different from that of continuous assessment.

The single assessment will take place on a single assessment date. On this date, students who have opted for this modality must take the written exam, solve a series of case studies, and submit the two research reports.

Recovery

Students will have the right to retake the subject if they have been assessed for the set of activities whose weight is equivalent to a minimum of 2/3 of the subject's total grade.

The following activities can be recovered in continuous evaluation:

- Presentation and preparation of the first research report.

- Presentation and preparation of the second research report:

- Written test.

The following activities can be recovered in single evaluation:

- Course work. Preparation of the first research report.

- Course work. Preparation of the second research report.

- Written test.

Second enrollment

In the case of students in the second or more calls, the professor responsible for the subject may decide to evaluate through a synthesis test (article 267.2 of the UAB academic regulations): https://www.uab.cat/web/lauab/itineraris/normatives/normativa-academica-1345668305783.html).

Not evaluable

According to point 9 of article 266 of the UAB Academic Regulations, “when it is considered that the student has not been able to provide sufficient evidence of evaluation, this subject must be classified as not evaluable”.

Students who have not participated in a minimum of 2/3 of the continuous evaluation activities of the subject will receive a grade of “not evaluable”.

Artificial intelligence

In this course, the use of Artificial Intelligence (AI) technologies is permitted as an integral part of assignment development, provided that the final outcome demonstrates a significant contribution from the student in terms of analysis and personal reflection. Students must clearly identify any content generated using AI, specify the tools employed, and include a critical reflection on how these technologies have influenced both the process and the final result of the assignment. Failure to disclose the use of AI in this assessed activity will be considered a breach of academic integrity and may result in a partial or total penalty to the assignment grade, or more serious sanctions in severe cases.

Plagiarism and irregularities

In the event that the student commits any irregularity that could lead to a significant variation in the grade of an assessment act, this assessment act will be graded with 0, regardless of the disciplinary process that may be instituted. In the event that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.

The performance of any irregularity in an evaluation act (academic fraud, plagiarism or improper use of AI, unless this use is expressly authorized by the teaching guide), which may lead to a significant variation in the grade, assumes that this act will be graded with a 0. In the event that the teaching guide foresees that in order to pass the subject it is an essential requirement to have obtained a minimum grade in this evaluation act or that there are several irregularities in the evaluation acts of the same subject, the final grade of this subject is 0. Apart from this, a disciplinary process may be instructed to the student that incurs any of these irregularities.

Any student suspected of submitting assignments that have been generated by AI, written by others or copied; include unattributed AI-generated content, or fall outside the permitted scope, may be asked to provide the preliminary work or other materials that can demonstrate it is original work and the result of their own authorship. They may also be asked to separately explain or justify their work. Teachers may also use AI detection systems or carry out any verification tasks they deem appropriate. If, after review, the instructor detects irregularities, the assignment may be graded zero, and the student may be subject to further disciplinary action.