TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Judith Turrión Prats

Trimester: Third term

Credits: 4

Teaching staff: 

Vera Butkouskaya
Anaïs Arderiu 

Academic year: 2024

Teaching course: 3

Languages ​​of instruction

  • Catalan

Some materials may be in English.

Competencies / Learning Outcomes

Basic skills

  • 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.

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

Specific skills

  • CE15. Interpret a public plan in the field of tourism and the opportunities that arise for the private sector.

  • CE5. Apply a strong customer service orientation and handle communication techniques.

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.

  • CG3. Be able to innovate by developing an open attitude to change and be willing to reevaluate old mental models that limit thinking.

Transversal competences

  • CT5. Master the main applications of computer tools and new technologies for ordinary academic activity.

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

  • CT3. Formulate critical and well-argued reasoning, using precise terminology, specialized resources and documentation to support these arguments.

Presentation of the subject

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.

Contents

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

Activities and 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.

REFERENCES

Basic

José María Sainz de Vicuña (2007). "The Marketing Plan in Practice." Madrid: ESIC Publishing.

Philip Kotler & Kevin Lane Keller (2011). Marketing Management (14th ed.). Upper Saddle River, NJ: Prentice Hall.

Complementary

Carl McDaniel, Charles Lamb, & Joseph F. Hair (2015). MKTG: Marketing (7th ed.). Cengage Learning.

Dave Chaffey & Fiona Ellis-Chadwick (2019). Digital Marketing: Strategy, Implementation, and Practice (7th ed.). Pearson.

José Luis Munuera & Ana Isabel Rodríguez (2009). "The Marketing Plan in PYME." Madrid: ESIC Publishing.

José María Sainz de Vicuña (2007). "Marketing Strategies." Madrid: ESIC Publishing.

Philip Kotler & Kevin Lane Keller (2022). Marketing Management (15th ed.). Pearson.

Rebecca Lieb (2016). Content, the Atomic Particle of Marketing: The Definitive Guide to Content Marketing Strategy.