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: 

Núria Mis Buscà

Academic year: 2025

Teaching course: 4

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

  • 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.

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

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.

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.