General information

Subject type: Mandatory

Coordinator: Núria Masferrer Llabinés

Trimester: Third term

Credits: 4

Teaching staff: 

Alexandra Mason Llorente
Anaïs Arderiu 
Zahaira Fabiola González Romo 

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.


  • E15_Collect and interpret significant data to make judgments that include a reflection on relevant issues in the business field and be able to prepare a document that allows the transmission of information or an innovative business proposal.


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
  • T3_Show entrepreneurial leadership and leadership skills that build personal confidence and reduce fear of risk


  • T5_Develop tasks applying, with flexibility and creativity, the knowledge acquired and adapting it to new contexts and situations


  • 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. 

Learning outcomes

  1. Understand the role of marketing in the definition and achievement of business objectives.
  2. Understand the role of marketing as a determining and integrating factor of all functional areas of the company, in order to create differential value for the customer.
  3. Be aware and understand the importance for the competitiveness of the company to work with objectives, strategies and marketing actions.
  4. Know the most common marleting strategies on the market.
  5. Develop an appropriate strategy for the different business challenges
  6. Know how to develop a marketing plan appropriate to the company's objectives and the reality of the market

Working methodology

Theoretical sessions

MD1. Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject.

MD2. Conferences: Face-to-face or streaming sessions, both in university classrooms and in the framework of another institution, in which one or more specialists present their experiences or projects to students.

MD3. Presentations: Multimedia formats that support face-to-face classes.

Guided learning

MD5. Seminars: Face-to-face format in small work groups (between 14 and 40). These are sessions linked to the face-to-face sessions of the subject that allow to offer a practical perspective of the subject and in which the participation of the student is key.

MD6.Debates and forums: Face-to-face or online conversations, according to the objectives that the teacher responsible for the subject pursues. The debates have a start and end date and are facilitated by the teacher, who will also write the conclusions.

MD7. Case study: Dynamics that starts from the study of a case, which serves to contextualize the student in a specific situation, the teacher can propose different activities, both individually and in groups, among their students.

Autonomous learning

MD9. Solving exercises and problems: Non-contact activity dedicated to the resolution of practical exercises based on the data provided by the teacher.

MD10. Research and critical reading of articles: Students start from a working hypothesis that they are developing, following the fairies of the research methodology, including the critical reading of articles.

MD11. Non-contact tutorials: for which the student will have telematic resources such as e-mail and ESCSET intranet resources.

• Face-to-face and virtual classes with material support in Power Point 

• We will work through the Virtual Classroom 

• Cases to be solved in groups. 

• Development of a Marketing Plan per team 

• Group dynamics with class discussion topics



0. Introduction Marketing Plan


1. Analytical phase

1.1. Internal analysis

1.2. Macroenvironmental external analysis (PEST)

1.3. External microenvironment analysis

• Competency analysis

• Consumer analysis

1.4. Situation diagnosis 


2. Strategic phase:

2.1. Goal Setting

2.2. Positioning strategy

2.3. Segmentation strategy

2.4. Product portfolio definition


 3. Marketing mix.

3.1. Product

3.2. Price

3.3. Distribution

3.4. Promotion

3.5. Other marketing mix trends


4. Operational description:

4.1. Action plan

4.2. Control elements of the action plan

4.2.1. Calendar 

4.2.2. Budget and Balance Point

4.2.3. Indicators / KPIS

Learning activities

AF1. theoretical sessions

AF2. seminars

AF3. Work in group

AF4. individual work

AF5. personal study

AF7. face-to-face tutorials

Evaluation system

20% Continuous assessment

50% Group project of subject University - Company:

 35% Formal project described

15% Project exhibition

Up to 5% of the project grade corresponds to the company valuation.

30% Final exam.



  • minimum grade of 5 in exam to average with continuous assessment. 

  • minimum grade of 5 of the final project to be able to access the final exam. In the case of failing, you have direct access to the resit exam, which weighs 40% of the subject.

  • in case of failing the final exam, students must take the recovery and weigh 30% of the final grade.


This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured.

The Tecnocampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.



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.