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CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of study. .
CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.
CE1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.
CE2. Apply the principles of marketing and market research
CE4. Analyze and evaluate strategies for developing, launching and positioning new products, as well as making decisions regarding the variable of the product, price, distribution and communication.
CE5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.
CE3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.
CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.
CG2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.
CG3. Integrate the values of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Marketing and Digital Communities contribute to training citizens for a a just, democratic society based on a culture of dialogue and peace.
CT1. Communicate properly orally and in writing in the two official languages of Catalonia.
CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.
The student will be able to design and execute a Marketing Campaign for a company in full operation. Once completed the course will be able to quantify the results obtained, identifying the successes and failures committed.
Know and be able to develop the process of Integrated Corporate Communication and the elaboration of a marketing campaign for a company in full operation.
Direct contact with real customers will help them know first hand the real workings of companies.
Design and execution of a Marketing Campaign for a company in operation.
The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.
Topic 1: The starting point of the campaign
Topic 2: Preparation and presentation of the Brief of the campaign
Topic 3: Design and explanation of the campaign
Topic 4: Execution and control of campaign actions
Item 5: Presentation and justification of the results
IMPORTANT: The final exam must be presented to count the rest of the assessment. The mark of the final exam must be greater than or equal to 5/10 to pass the subject.
RECOVERY EXAM: In the event that a student has failed, he / she will be able to go to recovery, maintaining the percentages mentioned in the final grade.
As it is a subject that requires the execution of a real marketing campaign for an operating company, attendance of students is mandatory.
Kotler, P. and Keller K. (2012) "Marketing Management". Ed. Pearson-Prentice Hall, 14th edition.
Repilla, I (2019) "The Ally". Ed. Seix Barral
Sanchez, J. and Pintado T. (2010) "New trends in communication". ESIC
Goldenberg, J., A. Levav, D. Mazursky, and S. Solomon (2009), “Cracking the Ad Code,” Cambridge University Press.