General information

Subject type: Mandatory

Coordinator: Núria Masferrer Llabinés

Trimester: Third term

Credits: 4

Teaching staff: 

Cristina Del Ramo Ortega
Anaïs Arderiu 

Teaching languages

  • Catalan
  • Spanish
  • English

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
  • B3_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
  • E5_Analyze business contexts, identify markets and customers and establish marketing strategies through the use of advanced and innovative techniques.


General competencies
  • G1_Be able to work in a team, actively participating in tasks and negotiating dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge

  • 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 Business Administration and Innovation Management contribute to to train citizens for a just, democratic society based on a culture of dialogue and peace


Transversal competences
  • T1_Communicate properly orally and in writing in the official languages ​​of Catalonia


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

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.


0. Introduction Marketing Plan

1. Analytical phase

  • Internal analysis
    • Company/product presentation
    • Analysis of sales by product and by type of customer
    • Business model description
    • Digitization level
  • External analysis - macro environment
    • PESTEL analysis 4.0.
    • Digital channel analysis
  • External analysis – micro environment
    • Consumer/user analysis
    • Competitor analysis
    • Positioning map
  • Situation diagnosis
    • SWOT
    • CAME

2. Strategic phase

  • Goals
  • Strategic plan

3. Operational phase

  • Tactics and actions
  • Calendar
  • Budget
  • Monitoring

Evaluation system

- 20% Continuous assessment.

- 50% Subject group project (University – Company):

- 30% Formal project described

- 15% Project exhibition

- 5% of the project grade corresponds to the company assessment 

- In the event that the company is owned by some of the students, the percentage will be the same grade as the final grade of the written project.

- In the event that the University Company Project company does not submit an assessment, the percentage will be the same grade as the final grade of the written project.

- 30% Final exam.

  • In order to be able to make an average with the activities of the continuous assessment, the minimum grade for the subject's group project must be a minimum of 5.

  • To pass the subject, you need an overall average grade, a weighted summation of the continuous assessment and the grade of the group project, minimum of 5 out of 10.

  • To be able to appear at the first call:

    • Having delivered the formal written project.

    • Realization of the exhibition of the group project.

    • Minimum group project grade of 5 out of 10.

    • Take the final exam.

  • Achieve more than a 4 out of 10 in the final exam of the first call.
  • If you do not achieve a minimum grade of 5 out of 10 in the first call, you can take the make-up exam, which weighs 30% of the final grade, averaging the work and continuous assessment.



Sainz de Vicuña, JM (2007). "The Marketing Plan in practice." Madrid: ESIC Editorial.

Kotler, P. & Keller, K. (2011). Marketing Management 14th Edition, Upper Saddle River, NJ, Prentice Hall. 

Lieb, Rebbeca; (2016) Content, the atomic particle of marketing: the definitive guide to content marketing strategy¿

Lamb, C., McDaniel, C. & Hair, F. (2015). MKTG: Marketing. 7th ed. Cengage Learning Publishers.


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

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