General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: First term

Credits: 6

Teaching staff: 

Antonio Caparrós Zaragoza
Vera Butkouksaya 

Teaching languages

  • Catalan

Reading materials may be in English.


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. .

  • CB5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

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.

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

  • CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


General learning objectives of the subject:

1. Understand why there are products that are worth marketing, developing in students, the ability to see opportunities for improvement and new ways to solve real consumer needs, through the creation and design of products and brands

2. Know the techniques to differentiate products and brands, designing a value proposition.

3. Be able to launch a product on the market with method and understand its life cycle 

4. Experiment with brands as ideas. The reason for Brand Equity.

5. Understand the effect of branding on consumer behavior (conscious and unconscious)


0. Presentation.
1. Product
    - Product strategies
    - Strategies in the Product Line
2. Strategic Analysis
    -Strategic MKT
    -Metrics (basic): Market share, relative CM, sales growth rate etc
    -Strategic Analysis Tools: BCG Matrix, Ansoff -> Market Development / Products / Diversification
3. The product life cycle
    -Strategies in each phase: Skimming, penetration etc
4. Launch of new products
    - New products. Reasons, categories, risks.
    - Launch phases of new products. 
5. Phase 1: Innovation / creativity.
    - Types and sources of innovation.
    - Methodologies: Design thinking, JTBD, Agile, Lean Startup.
    - Tools: Empathy map, interviews, actors map
6. Phase 2 and 3: Selection and Concept. 
    - "how", factors to evaluate: Kotler selection process of ideas, O'Meara
    - Conversion idea to concept: Insight, Benefit, Reason why, claim
7. Phase 4 and 5: Feasibility and Product Test
    ¿- Development, Prototype, PMV etc
8. Phase 6: Market Test
    -Reasons, Type, Product Test vs. Market Test
9. The Brand
    - Competitive advantage / Consumer surplus
    - Competitive strategy: Differentiation / Cost leadership
    - Branding: Elements, importance, action plan
    - Positioning strategies.
    - Brand equity and brand strategies: Umbrella, unique, cobranding etc
    - Brand Architecture

Evaluation system

SE1. Participation in the activities proposed in the classroom (15%)

SE2. Group work (30%)

SE3 Exhibitions (15%)

SE4. Final exam (40%)



The purple cow. Seth Godin. Booket. (2011)

Buyology, Truths and Lies About Why We Buy. Booket (2012)

Change by Design. Tim Brown

Marketing Manager. Kotler Keller. Pearson 14th edition (2012)

What is Branding? Matthew Healey. Ed Gustavo Gil, SL (2009)


Business Model Generation. Alexander Osterwalder (2010)

TED Talk: Wired to Care: How Companies Prosper When They Create Widespread Empathy.

A Handbook for Revolution: Empathy. Roman Krznaric. Random House Group Company (2014)

Creative Confidence. David Kelley

Side marketing: new techniques for finding the most groundbreaking ideas. Kotler. Pearson (2005)

The Lean Entrepreneur: How Visionaries Create Products, Innovate with New Ventures, and Disrupt Markets. Brant Cooper, Patrick Vlaskovits. (2013)

Strategic Maps. Kaplan and Norton. Harvard School Press. Management 2000. (2004)

Blue Ocean Strategy. W. Chan Kim (2008)

NeedFinding: Design Research and Planning. Dev Patnaik. Third Edition (2014)

Wired to Care: How Companies Prosper When They Create Widespread Empathy. Dev Patnaik. Pearson Education. (2009)

The 22 immutable laws of the brand. Al Ries and Laura Ries.