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B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.
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.
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.
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.
The student will be able to design and execute a Marketing Campaign for a company in full operation. Once completed the course 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.
Know and be able to develop the process of Integrated Corporate Communication and the elaboration of a Strategic Communication Plan
This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured.
The Tecnocampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.
Topic 1: The starting point of the campaign
Topic 2: Preparation and presentation of the Brief of the campaign
Topic 3: Design and explanation of the campaign
Topic 4: Execution and control of campaign actions
Item 5: Presentation and justification of the results
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.
Kotler, P. and Keller K. (2012) "Marketing Management". Ed. Pearson-Prentice Hall, 14th edition.
Repilla, I (2019) "The Ally". Ed. Seix Barral
Sanchez, J. and Pintado T. (2010) "New trends in communication". ESIC
Goldenberg, J., A. Levav, D. Mazursky, and S. Solomon (2009), “Cracking the Ad Code,” Cambridge University Press.