TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Enric Camón Luis

Trimester: Third term

Credits: 4

Teaching staff: 

Vera Butkouskaya

Academic year: 2025

Teaching course: 2

Languages ​​of instruction

  • Spanish

Some materials may be in English.

Competencies / Learning Outcomes

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

  • T1_Communicate properly orally and in writing in the official languages ​​of Catalonia

  • 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

     

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

  • Continuous Assessment: 20%
  • Group Project: 40% (It is mandatory to mention the individual contribution of each student to obtain a grade for the project.)
    • Formal Project Report: 20%
    • Project Presentation: 10%
    • Participation: 10%
  • Final Exam: 40%

Requirements to Pass the Subject:

  • Minimum Grade for the Group Project: A minimum grade of 5 out of 10 is required for the group project to be averaged with the continuous assessment and the final exam.
  • Overall Grade: Your overall average grade (calculated as the weighted sum of the continuous assessment, the group project and the final exam) must be at least 5 out of 10 to pass the subject.
  • Final Exam Grade: You must obtain at least a 4 out of 10 on the final exam.
  • Retake Exam: If you do not achieve the minimum grade of 5 out of 10 in the first exam, you can take the retake exam. It is mandatory to take the final exam to be eligible for the retake exam.

Any form of academic fraud will be sanctioned in accordance with the center's assessment regulations. If signs of fraud are detected, including the improper use of generative artificial intelligence tools, the subject's teaching staff may call the student for an individual interview with the aim of verifying their authorship.

Bibliography

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.