This curricular unit will allow students to understand from a theoretical-practical point of view the decisions that companies make in terms of market strategies, taking into account the surroundings and market situations that influence them. At the end of the curricular unit the student should be able to perceive the functioning of a market and the strategic decisions of the companies in this competitive market, based on the empirical analysis of a realmarket on the various perspectives that constitute the content of the curricular unit.