||Once the course is over, a number of goals are expected to have been achieved by the students, which include acquaintance with advanced concepts and instruments which can be applied to business competitive analysis along with an understanding of their usefulness in the formulation of business competitive advantage. These goals include the measurement of business financial performance and its decomposition, the formulation of business competitive strategy, the quantification of value creation associated with strategy, and the understanding of value sharing and appropriation mechanisms. The subject does not forget key issues related with entrepreneurship. In this case, the goal is to provide students with an overall picture of what does entrepreneurship mean and of the key factors that influence the entrepreneurial process. Finally, hot topics in marketing are also considered. Develop students' abilities to link theory with applied work. Given a problem of business performance analysis, students will be able to identify an appropriate theoretical framework, a suitable analytical method, and undertake an informed empirical analysis. 1 Markets, Strategy and Performance 2015 - 2016.