General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 4

Teaching staff: 

Zahaira Fabiola González Romo


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

  • B5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

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.

  • E8. Synthesize ideas to make them feasible and profitable business understanding the current market.

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
  • T3. Demonstrate entrepreneurial leadership and leadership skills that build personal confidence and reduce risk aversion.

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


This subject is intended to train students to make a marketing plan, with special emphasis on the most strategic part of the discipline. Students will analyze the strategy of different successful companies, make case studies and develop their own marketing plan. 

Learning outcomes

1. Understand the role of marketing in the definition and achievement of business objectives.

2. Understand the role of marketing as a determining factor and integrator of all functional areas of the company in order to create differential value for the customer.

3. Be aware and understand the importance, for the competitiveness of the company of working with objectives, strategies and actions of Marketing.

4. Know the most common marketing strategies on the market

5. Develop an appropriate strategy for the different business challenges

6. Know how to develop a Marketing Plan appropriate to the company's objectives and the reality of the market.

Working methodology

Theoretical sessions
MD1.Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject
MD2. Lectures: Face-to-face or streaming sessions, both in university classrooms and in the framework of another institution, in which one or more specialists present their experiences or projects to students.
MD3. Presentations: Multimedia formats that support face-to-face classes

Guided learning
MD5. Seminars: Face-to-face format in small work groups. 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.
MD6. Debates and forums: Face-to-face or online conversations, according to the objectives that the teacher responsible for the subject pursues. 
MD7. Case study: Dynamics that starts from the study of a case, which serves to contextualize the student in a specific situation, the teacher can propose different activities, both individually and in groups, among their students

Autonomous learning
MD9. Solving exercises and problems: Non-contact activity dedicated to solving practical exercises based on the data provided by the teacher
MD10. Research and critical reading of articles. Students start from a working hypothesis that they will develop, following the phases of the research methodology, including the critical reading of articles.

MD11. Non-face-to-face tutorials: for which the student will have telematic resources such as e-mail and ESCSET intranet resources.


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.


0. Introduction Marketing Plan


1. Analytical Phase

1.1. Macroenvironmental external analysis (PESTEL)

1.2. External microenvironment analysis

• Competency analysis

• Target audience analysis

1.3. Internal analysis

1.4. Situation diagnosis (SWOT and Positioning Map)


2. Strategic Phase

2.1. Goal Setting

2.2. Positioning strategy

2.3. Segmentation strategy

2.4. Product portfolio definition

2.5. Marketing mix.


3. Operational Phase:

3.1. Action plan design

3.2. Action plan development

3.3. Control elements of the action plan

3.3.1. Budget

3.3.2. Calendar

3.3.3. Tracking Tools

3.3.4. Indicators

Learning activities

AF1. Theoretical sessions
AF2. Seminars
AF3. Work in group
AF4. Individual work
AF5. Personal study
AF7. Face-to-face tutorials

Evaluation system

20% Continuous assessment: Resolution of case studies of individual and joint study:

10% External internships

10% Participation in the classroom


50% Group project of subject University - Company:

35% Formal project described

15% Project exhibition


30% Final exam.

The minimum grade to pass the course is 5,0 and is required to pass (with a minimum of 5,0) the final exam.

Students with a grade of less than 5,0 in the final exam can take the resit exam, which weighs 40% on the final grade, ie it only replaces the final exam grade, averaging with the rest of the evaluation activities.

The continuous evaluation and the group project of the subject are not recoverable. However, the students with a qualification inferior to 5 in the note of continuous evaluation and / or in group project of the asignatura (but who have passed the final exam), will be able to realize an only examination that will collect all the content of the matter to raise the note.

The resit exam weighs 40% of the final grade, ie it only replaces the final exam grade, averaging with the rest of the assessment activities.



Munuera, JL and Rodríguez, AI (2009). The Marketing Plan in SMEs. Madrid: ESIC.

Sainz de Vicuña Ancín, JM (2007). Marketing Strategies. Madrid: ESIC.

Kotler, Philip (20015). The 10 Deadly Sins of Marketing. Barcelona. Grupo Planeta.

Sainz de Vicuña Ancín, JM (2015). The Marketing Plan in practice. Madrid. ESIC Editorial.

Villanueva, Julián and de Toro, Juan Manuel (2017). Strategic Marketing. Pamplona. Eunsa.