TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: First term

Credits: 4

Teaching staff: 

Vera Butkouskaya

Academic year: 2020

Teaching course: 3

Languages ​​of instruction

  • Catalan

This subject is taught in Catalan. The teaching plan is also available in Spanish and English.

Competencies / Learning Outcomes

Basic skills

  • B3. That students have the ability to gather and interpret relevant data (usually within their area of ​​study) to make judgments that include reflection on relevant social, scientific, or ethical issues.

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

  • B5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

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.

  • E6. Synthesize and evaluate marketing strategies for the internationalization of business activity.

  • E7. Manage in a timely and convenient manner the resources available in the work environments in which it is to be directed.

  • E8. Synthesize ideas to make them feasible and profitable business understanding the current market.

  • E9. Apply technological tools for the use of business resources through Marketing.

  • 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

  • T3. Demonstrate entrepreneurial leadership and leadership skills that build personal confidence and reduce risk aversion.

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

Presentation of the subject

This subject is intended to train students to make a marketing plan, with special emphasis on the most strategic part of the discipline. Students will analyze the strategy of different successful companies, make case studies and develop their own marketing plan. 

Contents

0. Introduction Marketing Plan

 

1. Analytical Phase

1.1. Macroenvironmental external analysis (PESTEL)

1.2. External microenvironment analysis

• Competency analysis

• Target audience analysis

1.3. Internal analysis

1.4. Situation diagnosis (SWOT and Positioning Map)

 

2. Strategic Phase

2.1. Goal Setting

2.2. Positioning strategy

2.3. Segmentation strategy

2.4. Product portfolio definition

2.5. Marketing mix.

 

3. Operational Phase:

3.1. Action plan design

3.2. Action plan development

3.3. Control elements of the action plan

3.3.1. Budget

3.3.2. Calendar

3.3.3. Tracking Tools

3.3.4. Indicators

Activities and evaluation system

20% Continuous assessment: Resolution of case studies of individual and joint study:

10% External internships

10% Participation in the classroom

 

50% Group project of subject University - Company:

35% Formal project described

15% Project exhibition

 

30% Final exam.

The minimum grade to pass the course is 5,0 and is required to pass (with a minimum of 5,0) the final exam.

Students with a grade of less than 5,0 in the final exam can take the resit exam, which weighs 40% on the final grade, ie it only replaces the final exam grade, averaging with the rest of the evaluation activities.

The continuous evaluation and the group project of the subject are not recoverable. However, the students with a qualification inferior to 5 in the note of continuous evaluation and / or in group project of the asignatura (but who have passed the final exam), will be able to realize an only examination that will collect all the content of the matter to raise the note.

The resit exam weighs 40% of the final grade, ie it only replaces the final exam grade, averaging with the rest of the assessment activities.

REFERENCES

Complementary

Munuera, JL and Rodríguez, AI (2009). The Marketing Plan in SMEs. Madrid: ESIC.

Sainz de Vicuña Ancín, JM (2007). Marketing Strategies. Madrid: ESIC.

Kotler, Philip (20015). The 10 Deadly Sins of Marketing. Barcelona. Grupo Planeta.

Sainz de Vicuña Ancín, JM (2015). The Marketing Plan in practice. Madrid. ESIC Editorial.

Villanueva, Julián and de Toro, Juan Manuel (2017). Strategic Marketing. Pamplona. Eunsa.