General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 4

Teaching staff: 

A hard tackle from Thibisay Coromoto to González Rodríguez

Teaching languages

  • Spanish


Basic skills
  • B2. 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. .

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

Specific skills
  • 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.

  • E5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

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

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.

  • G3. 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.

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 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.

Learning outcomes

Know and be able to develop the process of Integrated Corporate Communication and the elaboration of a Strategic Communication Plan

Working methodology

  • MD2. Conferences
  • MD3. Presentations
  • MD7. Case studies
  • MD11. Non-contact tutorials
  • MD12. Initial tutorials and follow-up of the practice

    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.


Topic 1: The starting point of the campaign

  • Preparation of the start-up meeting with the customer or person responsible for the product or service
  • Setting the specific goal of the campaign within the Marketing Plan
  • Review the consistency of the campaign message based on the communication strategy
  • Identification of the target audience to which the campaign is addressed

Topic 2: Preparation and presentation of the Brief of the campaign

  • Detailed elaboration of the Brief
  • Customer presentation and negotiation
  • Preparation of the delivery agreement

Topic 3: Design and explanation of the campaign

  • Definition of the audiovisual elements that will accompany the campaign: colors, images, sounds, videos.
  • Elaboration of the List of means
  • Elaboration of the Media Plan
  • Elaboration of the Timing of the campaign
  • Definition of measurement indicators
  • Preparation of the campaign budget
  • Elaboration of the Contingency Plan
  • Preparation of the presentation to the client for approval

Topic 4: Execution and control of campaign actions

  • Media hiring
  • Implementation of actions according to action plan
  • Monitoring methods and adjustments based on indicators
  • Elaboration of the communication instruments of the advance of the campaign to the client

Item 5: Presentation and justification of the results

  • Measurement of results compared to the initial objective
  • Preparation of the results report and next lines of action

Learning activities

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


Evaluation system

  • SE2. Design and execution of a 60% Real Marketing campaign
  • SE2. Team activities (10% case analysis)
  • SE4. Individual final exam 30%

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.



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.