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

Teaching languages

  • Spanish


Basic skills
  • CB2. 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. .

  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • CE1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.

  • CE2. Apply the principles of marketing and market research

  • CE4. 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.

  • CE3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

General competencies
  • CG1. 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.

  • CG2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

  • CG3. 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
  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • CT4. Master computer tools and their main applications for ordinary academic and professional activity.


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.


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

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.



Lamarre, Guillaume (2019). "Storytelling as a communication strategy. Narrative tools for communicators, creatives and entrepreneurs". Ed. GG

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

Maciá Domené, Fernando (2018). "Digital marketing strategies (social media)". Ed. Anaya Multimedia


Lindstrom, Martin (2008). "Buyology: truths and lies about fear we buy". Ed. Management 2000

Alvarez, Roberto (2011). "Neuromarketing". Ed. Pearson Education

Repilla, Iván (2019). "The Ally". Ed. Six Barral