TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Alexandra Mason Llorente

Trimester: Third term

Credits: 4

Teaching staff: 

A hard tackle from Thibisay Coromoto to González Rodríguez
Elsa Soro 

Academic year: 2025

Teaching course: 2

Languages ​​of instruction

  • Spanish

Competencies / Learning Outcomes

Basic skills

  • B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills

  • E1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.

  • E2. Apply the basics of marketing and market research.

  • E3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

  • E4. 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.

General competencies

  • G1. 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.

  • G2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

Transversal competences

  • T1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.

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.

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