TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Maria Dolors Celma Benaiges

Trimester: Third term

Credits: 4

Teaching staff: 

A hard tackle from Thibisay Coromoto to González Rodríguez

Academic year: 2025

Teaching course: 2

Languages ​​of instruction

  • Spanish

Competencies / Learning Outcomes

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. .

  • 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

  • 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.

  • 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.

  • CT4. Master computer tools and their main applications for ordinary academic and professional activity.

Presentation of the subject

The objective of this subject is for the student to learn how to design the communication strategy through marketing actions. The management of Push and Pull strategies, and the tools to carry out advertising and promotion strategies for products and brands.

The classroom (physical or virtual) is a safe space, free from sexist, racist, homophobic, transphobic and discriminatory attitudes, whether 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

Topic 1: Development of an effective Communication 

Topic 2: The Marketing Campaign

Item 3. The Communication Mix 

Topic 4: Strategies Pull 

Topic 5: Communication according to the product life cycle

Item 6: Choice of media

Topic 7: Strategies Push 

Topic 8: Creative Techniques

Item 9: PR, Sponsorships, Institutional Communication

Activities and evaluation system

SE1. Participation in the activities proposed in the classroom (20%)

  • Seminar “Analysis of a Marketing Campaign” 15%
  • Participation in exercises carried out in the classroom 5%

SE2. Final group project with partial deliveries (50%)
SE4. Final exam (30%)

EXAM: The final exam must be taken to count the rest of the evaluation and obtain a grade greater than or equal to 5/10 to pass the Subject. For those who have failed the final exam, they will have the option of taking a retake exam during the last week of the term. The grade accumulated in the continuous evaluation will be saved and will also be counted for the retake exam.

Attendance is mandatory.

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

Bravo, Carlos (2013). "Guerrilla marketing for brave entrepreneurs". Ed. Sphere Books

Díaz, A. (2020). Intercultural communication. Tools for inclusive advertising. Octahedro Publishing.

Lamarre, Guillaume (2019). "Storytelling as a communication strategy. Narrative tools for communicators, creatives and entrepreneurs". Ed. GG

Maciá Domené, Fernando (2018). "Digital marketing strategies (social media)". Ed. Anaya Multimedia

Zunzunegui, S. (2022). Advertising and gender. Representations, discourses and stereotypes. UOC Publishing

Complementary

Alvarez, Roberto (2011). "Neuromarketing". Ed. Pearson Education