General information

Subject type: Mandatory

Coordinator: Núria Masferrer Llabinés

Trimester: Second term

Credits: 4

Teaching staff: 

Zahaira Fabiola González Romo
Alberto Guevara Chacon 

Teaching languages

Check the schedules of the different groups to know the language of teaching classes. Although the material can be in any of the three languages.




Basic skills
  • B4_That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences


Specific skills
  • E11_Analyze and properly assess the scientific-technological and economic environment, both to seek innovative opportunities and to establish the necessary processes to adapt the organization to this environment.


Transversal competences
  • T2_Show willingness to learn about new cultures, experiment with new methodologies and encourage international exchange


  • T5_Develop tasks applying, with flexibility and creativity, the knowledge acquired and adapting it to new contexts and situations



Trends and concepts associated with Marketing and advertising, aspects that are constantly evolving in a sector that is characterized by its innovative profile and where investments are increasingly important. Analysis of new trends and concepts, as well as alternative proposals to existing ones with the aim of providing new formulas to operate and act in a highly competitive sector.

Learning outcomes

- Look for, recognize and evaluate opportunities that can be transformed into viable businesses.
- To creatively develop innovative processes and to design new business concepts and / or products.

Working methodology

Theoretical sessions

MD1. Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject.

MD3. Presentations: Multimedia formats that support face-to-face classes.

Autonomous learning

MD10. Research and critical reading of articles: Students start from a working hypothesis that they are developing, following the fairies of the research methodology, including the critical reading of articles.

MD11. Non-contact tutorials: for which the student will have telematic resources such as e-mail and ESCSET intranet resources.

This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured. The Tecnocampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.

The classroom (physics or virtual) it is a safe, free space of attitudes sexists, racists, homophobic, transphobic i discriminatory, ja be towards the students or towards the faculty. we trust that among all and all we can create a space sure on ens can to err i to learn sense having to suffer prejudice others.



1. Introduction to marekting 4.0
1.1. Evolution of Marketing 1.0 to 4.0
1.2. Current branding strategies

1.2.2. From product to brand
1.2.3. From promises to experiences
1.2.4. From notoriety to relevance
1.2.5. From transactions to relationships
1.2.6. From commercial communication to content and conversations
1.2.7. From control to co-management
1.2.8. From image to culture
1.3. Participation and collaborative marketing
1.3.1. Social media of expression
1.3.2. Social media for collaboration
1.4. Old and new marketing rules
1.4.1. The new digital values
1.4.2. The new market
1.4.3. A new relationship model
1.4.4. The new competitors
1.4.5. The new opportunities
1.5. The new digital consumer, buyer persona

2. Consumer Journey
2.1. The Way to Omnichannelity

2.1.1. Single Chanel
2.1.2. Multi Chanel
2.1.3. Cross Chanel
2.1.4. Omni Chanel
2.2. What is the Consumer Journey?
2.2.1. Customer Journey Matrix
2.2.2. Customer Journey Layers
2.2.3. Customer Journey Map

3. Types of Digital Strategy
3.1. Digitize the physical
3.1.2. Lead generator
3.2. Unveil the digital
3.3. Storytelling

3.3.1. Types of Storytelling

4. Map of new trends
4.1. Mobile Marketing and Apps

4.1.1. Formats in Mobile Marketing
4.2. Digital Advertising - SEM and SEU
4.2.1. Search engine optimization (HQ)
4.2.2. Search engine marketing (SEM)
4.3. Digital Advertising - Advertising formats
4.3.1. Integrated Formats
4.3.2. Special Formats
4.4. Digital Advertising - Programmatic Advertising
4.4.1. Real Time Bidding Benefits of RTB Types of RTB campaigns
4.5. Retargeting
4.6. Video marketing
4.7. Advergaming

4.7.1. Casual Games
4.7.2. adverbs
4.7.3. Video games
4.7.4. Massively multiplayer online and role-playing games
4.8. Inbound Marketing
4.8.1. Inbound Vs. Outbound Marketing
4.8.2 .. Inbound Marketing Methodology
4.9 .. Content Marketing
4.9.1. Content Marketing Formats
4.9.2. Benefits of Content Marketing
4.10. Big Data Marketing
4.10.1. Small Data Vs. Big Data
4.10.2. Definition of Big Data
4.10.3. What is Big Data Marketing for?
4.11. Segmentation Marketing
4.11.1. Types of digital segmentation
4.11.2. Attribution models
4.12. AI (Artificial Intelligence)
4.12.1. Advantages of Ai
4.13. Personal brand

Learning activities

- theoretical sessions

- work in group

- individual work

- personal study

Evaluation system

The punctuation items of the subject are:

  • Participation in class and in class activities 20% (verifiable deliverables that will only be made during class hours. They will not be accepted outside of class hours)
  • Group work: 40%
  • Final evaluation: 40%

Final exam


Participation in activities proposed in the classroom i


Teamwork  40%

RECOVERY EVALUATION: In the event that a student has failed, he / she will be able to recover from the final evaluation, maintaining the percentages mentioned in the final grade and the condition of minimum grade.

A student who has not applied for the first call CANNOT apply for recovery.



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Manzano, Roberto; Diana Gavilán; María Avelló; Carmen Abril (2012) Sensory Marketing. Ed Pearson.

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

Davis, Melissa (2010) Fundamentals of Branding. Ed. Parramó.

Escribano, Javier (2011) Selling on the internet. Ed. Anaya.

KOTLER, Philip; KARTAJAYA, Hermawan; SETIAWAN, Iwan. Marketing 3.0. Business Editorial LID. Madrid 2011

Lindstrom, Martin (2011) This is how the consumer is manipulated: How companies manage to brainwash us and buy their brands Ediciones gestion 2000.

Merino Sanz, María Jesús; Yagüez, Estefanía. (2012) New trends in research and marketing. Ed. Esic Editorial.

Noel, Hayden (2012) Consumer behavior. Ed Blume.

Sheehan, Brian (2012) Om-line marketing. Ed. Blume.

Maqueira J. (2009) Marketing 2.0: The New Marketing in the Web of the Social Networks. RA-MA SA Publishing and Publications.

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

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

Alonso Rivas, Javier; Grande Esteban, Ildefonso (2013) Consumer behavior "decisions and marketing strategy". Ed. Esic.

Álvarez, Roberto (2011) Neuromarketing. Ed. Pearson Education.

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