General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 4

Teaching staff: 

A hard tackle from Thibisay Coromoto to González Rodríguez


Basic skills
  • B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • E1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.

  • E2. Apply the basics of marketing and market research.

  • E3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

  • E4. 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.

General competencies
  • G1. 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.

  • G2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

Transversal competences
  • T1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


The objective of this subject is for the student to learn how to design the communication strategy through marketing actions. The management of Push and Pull strategies, and the tools to carry out advertising and promotion strategies for products and brands.

Learning outcomes

Know and be able to develop the Corporate Integrated Communication process and the development of a Marketing Campaign for a brand (chosen by the students).

Working methodology

Theoretical sessions
MD1.Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject
MD2. Lectures: Face-to-face or streaming sessions, both in university classrooms and in the framework of another institution, in which one or more specialists present their experiences or projects to students.
MD3. Presentations: Multimedia formats that support face-to-face classes

Guided learning
MD5. Seminars: Face-to-face format in small work groups (between 14 and 40). These are sessions linked to the face-to-face sessions of the subject that allow to offer a practical perspective of the subject and in which the participation of the student is key.
MD6. Debates and forums: Face-to-face or online conversations, according to the objectives that the teacher responsible for the subject pursues. 
MD7. Case study: Dynamics that starts from the study of a case, which serves to contextualize the student in a specific situation, the teacher can propose different activities, both individually and in groups, among their students

Autonomous learning
MD9. Solving exercises and problems: Non-contact activity dedicated to solving practical exercises based on the data provided by the teacher 

  • 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: Development of an effective Communication 

  • The function of communication in Marketing 
  • Developing effective communication: The 4 basic questions: 1. What to say? 2. Who should be told? 3. How to say it? 4. How to measure the results?

Topic 2: The Marketing Campaign 

  • Development and management of a Marketing Campaign 
  • El Brief of communication

Item 3. The Communication Mix 

  • The decision of the communication mix 
  • Management and coordination of integrated marketing communication. Campaign Planning

Topic 4: Strategies Pull 

  • The printed medium
  • The auditory medium
  • The visual medium

Topic 5: Communication according to the product life cycle

Item 6: Choice of media

Topic 7: Strategies Push 

  • Point of Sale communication

Topic 8: Creative Techniques

Item 9: PR, Sponsorships, Institutional Communication

Learning activities

AF1. Theoretical sessions
AF2. Seminars
AF3. Work in group
AF4. Individual work
AF5. Personal study
AF7. Face-to-face tutorials

Evaluation system

SE1. Participation in the activities proposed in the classroom (20%)

  • Seminar “Analysis of a Marketing Campaign” 15%
  • Regular class attendance. Participation in exercises carried out in the classroom5%

SE2. Final group project with partial deliveries (50%)
SE4. Final exam (30%)

The final exam must be taken to count the rest of the assessment and obtain a grade greater than or equal to 5/10 to pass the course.

Recovery: For those who have failed the final exam, they will have the option to take a resit exam during the last week of the term. The grade accumulated in the continuous assessment will be saved and will also be counted for the resit exam.



Pintado Blanco, Teresa; Sánchez Herrera, Joaquín (2010); New trends in communication; 1st ed. ESIC Editorial

Schnard A, Schnard D. (2010); Marketing for entrepreneurs; ECO EDITIONS; Colombia

Carlos Bravo (2013) Guerrilla marketing for brave entrepreneurs. Sphere Books Editorial


Martin Lindstrom (2008) Buyology: truths and lies about why we buy. Ediciones Gestión 2000

Roberto Álvarez (2011) Neuromarketing. Ed. Pearson Education

Williams, Eliza (2010) The new advertising. The best campaigns in the Internet age. Editorial GG

Repilla, I (2019) "The Ally". Ed. Seix Barral