TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Alexandra Mason Llorente

Trimester: Second term

Credits: 4

Teaching staff: 

A hard tackle from Thibisay Coromoto to González Rodríguez
Ma Cristina Pérez Pietri 

Academic year: 2025

Teaching course: 4

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.

  • E5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

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 student will be able to design and execute a Marketing Campaign for a fully functioning company. Once the subject is finished, you will be able to quantify the results obtained, identifying the successes and failures committed.

Know and be able to develop the process of Integrated Corporate Communication and the elaboration of a marketing campaign for a company in full operation.

Direct contact with real customers will help them know first hand the real workings of companies.

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: The starting point of the campaign

  • Preparation of the start-up meeting with the customer or person responsible for the product or service
  • Setting the specific objective of the campaign
  • Review the consistency of the campaign message based on the communication strategy
  • Identification of the target audience to which the campaign is addressed

Topic 2: Preparation and presentation of the Brief of the campaign

  • Detailed elaboration of the Brief
  • Customer presentation and negotiation
  • Preparation of the delivery agreement

Topic 3: Design and explanation of the campaign

  • Definition of the audiovisual elements that will accompany the campaign: colors, images, videos.
  • Elaboration of the List of means
  • Elaboration of the Media Plan
  • Elaboration of the Timing of the campaign
  • Definition of measurement indicators
  • Preparation of the campaign budget
  • Elaboration of the Contingency Plan
  • Preparation of the presentation to the client for approval

Topic 4: Execution and control of campaign actions

  • Media hiring
  • Implementation of actions according to action plan
  • Monitoring methods and adjustments based on indicators
  • Elaboration of the communication instruments of the advance of the campaign to the client

Item 5: Presentation and justification of the results

  • Measurement of results compared to the initial objective
  • Preparation of the results report and next lines of action

Activities and evaluation system

  • SE2. Design and execution of a 60% Real Marketing campaign
  • SE2. Team activities (10% case analysis)
  • SE4. Individual final exam 30%

IMPORTANT: The final exam must be presented to count the rest of the assessment. The mark of the final exam must be greater than or equal to 5/10 to pass the subject.

RECOVERY EXAM: In the event that a student has failed, he / she will be able to go to recovery, maintaining the percentages mentioned in the final grade.

As it is a subject that requires the execution of a real marketing campaign for an operating company, attendance of students is mandatory.

Bibliography

Basic

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

Godin, Seth (2019). "This is Marketing". Ed Alienta

Keller, Kevin Lane, & Kotler, Philip. (2012). Marketing management (14th ed.). Pearson-Prentice Hall.

Macia Domene, Fernando (2018). "Digital marketing strategies (Social Media)". Ed. Anaya Multimedia

 

Complementary

ONCE Foundation (2021). Inclusive and accessible communication manual.

Gallardo Lobato, Rubén (2021). Digital book "Practical Marketing for SMEs"

Sánchez, José, & Pintado, Teresa. (2010). New trends in communication. ESIC.