General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 4

Teaching staff: 

Alexandra Mason Llorente

Teaching languages

  • Catalan

The materials can be in Spanish or English.


Basic skills
  • CB1. That students have demonstrated knowledge and understanding in a field of study that is based on general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects. involving knowledge from the forefront of their field of study.

  • 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. .

  • CB3. 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.

  • 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

  • CE5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • CE6. Synthesize and evaluate marketing strategies for the internationalization of business activity.

  • CE8. Synthesize ideas to make them feasible and profitable business understanding the current market.

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.

  • CT3. Demonstrate entrepreneurial leadership and leadership skills that build personal confidence and reduce risk aversion.

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


  • This subject serves to know the new models of strategic thinking as well as to contribute practice to apply these strategic models in the real company. The course, based on institutional theory and the theory of dynamic capabilities, aims to be the bridge between strategic theory and practice in the logic of institutional marketing:
  • Developing and understanding a conception of "long-term business model", together with the idea of ​​"social purpose", this subject explains how to develop the values, principles, beliefs of the company in the long term and with social purpose, and how translate all this into concrete market actions, always guaranteeing the institutional vision in the strategic and operational field simultaneously.

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.


Topic 1. Fundamentals of institutional marketing.

  • Introduction to institutional marketing:
    • The institutional approach: institutional theory.
    • Origins of institutional marketing
  • Institutional challenges in today's market


Topic 2. Institutional marketing versus classic strategic and operational marketing

  • Institutional marketing: a rethinking of the classic strategic and operational models.
    • Institutional business models
    • Construction of purpose: company values, vision and transcendental objectives.
    • Purpose-based corporate strategy.
  • Models of analysis of the institutional purpose.


Subject 3. The Social Responsibility of the Company (RSE) in the Institutional Marketing

  • The role of CSR in institutional logic:
    • contextualization of CSR in an institutional business framework.
    • Corporate social values
    • Business CSR models.
  • Strategic application of CSR in the company.
    • Incorporation of social values ​​into the business model
    • Development of business strategy based on values.


Topic 4. Agents involved in institutional marketing: segmentation in institutional marketing

  • Introduction to segmentation profiles in institutional marketing.
  • Segmentation of value-creating profiles:
    • Customer profiles: purchasing roles and degree of value generation
    • Strategic allies
  • Segmentation and value transmitting profiles:
    • Stakeholder Segmentation
    • Public opinion.


Topic 5. Corporate management and communication in institutional models:

  • Corporate culture or institutional culture:
    • Models of corporate culture
    • Corporate leadership styles
  • Communication and Corporate Institutional reputation
    • Institutional communication
    • Institutional relations within the company
    • Institutional reputation and crisis management
  • Corporate structure and management tools

Evaluation system

35% SE4. Final exam
15% SE1. Continued avaluation
50% Group project:

  • 40% SE2. Project delivery
  • 10% SE3. Exhibition



  • To pass the subject you will need to obtain a grade equal to or higher than a 5 out of 10 both in the examination section and in the group project section
  • If you get a grade lower than 5 in the exam or in the group project, you will have to recover the corresponding part in the second call
  • Both the final exam and the recovery exam will be an individual and face-to-face test.
  • In the recovery period, only the part corresponding to the final exam can be recovered.



Tyrol, J (2017). The economy of the common good. Barcelona: Taurus. 


SINEK, S. (2011) “Start with why, how great leaders inspire everyone to take action” Penguin Group

Sabine, GH (2003) History of political theory. Madrid: Economic Culture Fund.

Posner, E & Weyl, G. (2018). Radical Markets, uprooting capitalism and democracy for a just society. Princeton University Press.

Rapaille, C. (2014). Move Up; because some cultures are advancing and others are not. Madrid; Ed. Taurus

Mazzucato, M (2018). The value of everything; making and taking in the global economy. London: Allen Lane. 

Giner, S. (2013). History of social thought, 13th edition. Madrid: Ariel Social Sciences. 

Hofstede, G. (1999). Cultures and organizations; mental software, international cooperation and its importance for survival. Madrid: Alianza Editorial.

Greenwood, R., Meyer, RE, Lawrence, TB, & Oliver, C. (2017). The Sage handbook of organizational institutionalism. The Sage handbook of organizational institutionalism, 1-928.

Brakman, S. (2006). Nations and firms in the global economy: an introduction to international economics and business. Cambridge university press.