General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 6

Teaching staff: 

Elisabeth Guillén Amaro

Teaching languages

  • Catalan.

Some materials may be in English or Spanish.


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. .

Specific skills
  • 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.

  • CE5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • CE9. Apply technological tools for the use of business resources through Marketing.

  • CE13. Identify the basic tools of e-Marketing.

  • CE3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

  • CE7. Manage in a timely and convenient manner the resources available in the work environments in which it is to be directed.

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.

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


The main objective of this elective is for students to learn about professional marketing tools, as well as how they work through the use of the tools in the classroom. 

The elective is designed to be eminently practical, but always reasoning why we use one tool or another. 

Thanks to the Marketing tools we can design, manage and optimize the marketing strategy of a business. With them we can:

  • Multiply the productivity of a company.
  • Access critical data and metrics in real time (which is not possible in traditional advertising).
  • Improve the results of the digital strategy thanks to the use of the different digital marketing tools.

Learning outcomes

  • Know how to take advantage of the main digital tools for the development of a digital marketing strategy.
  • Know how the main digital marketing tools work through practical learning.

  • Discover the power of digital tools in the marketing strategy of any company.

  • Know how to analyze and manage the information provided by the tools to make the most correct decisions.

  • Know the different tools and know how to choose the one that best suits the needs of the business.

Working methodology

Theoretical sessions

MD1.Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject

MD3. Presentations: Multimedia formats that support face-to-face classes

MD4. Video capsules: Resource in video format, which includes contents or demonstrations of the thematic axes of the subjects.

Guided learning

MD5. Seminars: Face-to-face format in small work groups (between 14 and 40). These are sessions linked to the face-to-face sessions of the subject that allow to offer a practical perspective of the subject and in which the participation of the student is key.

Autonomous learning

MD9. Solving exercises and problems: Non-contact activity dedicated to solving practical exercises based on the data provided by the teacher

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.


Topic 1: Social Networks Tools

Topic 2: Web Analytics Tools

Topic 3: SEO and SEM tools

Topic 4: Analysis and competition tools

Topic 5: Inboud Marketing tools

Topic 6: Management and productivity tools.

Learning activities

AF1. Theoretical sessions

AF2. Seminars

AF3. Work in group

AF5. Personal study

Evaluation system

SE.6 Final exam (theoretical-practical): 50% 

SE1. Group practice social networks: 10%

SE2. Group practice SEO and SEM tools: 10%

SE3. Group practice Analysis tools and competence: 10%

SE4. Inboud Marketing group practice: 10%

SE.5 Group practice Management and productivity tools: 10%

It is necessary for the students to carry out the different practices that are required in the subject. Each working group will be responsible for the overall management of all parts of the subject. The subject is approved if the overall average is equal to or higher than 5, regardless of whether any of the parts have been suspended. 


- The exams are face-to-face

- The make-up exam only recovers the grade of the first call exam.

- A student who has not appeared in the first call CANNOT appear in the recovery.


- Any condition that entails the suspension of the subject, is direct and without the possibility of recovery. These assumptions are indicated directly in the related subjects (group work, rules of conduct, etc.)