General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 4

Teaching staff: 

Alexandra Mason Llorente
Anaïs Arderiu 
Cristina Del Ramo Ortega 
Zahaira Fabiola González Romo 

Teaching languages

This subject is taught in Catalan. The teaching plan is also available in Spanish and English.



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.

 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.


0. Introduction Marketing Plan

1. Analytical phase

1.1. Internal analysis

1.2. Macroenvironmental external analysis (PEST)

1.3. External microenvironment analysis

• Competency analysis

• Consumer analysis

1.4. Situation diagnosis

2. Strategic phase:

2.1. Goal Setting

2.2. Positioning strategy

2.3. Segmentation strategy

2.4. Product portfolio definition

3. Marketing mix.

3.1. Product

3.2. Price

3.3. Distribution

3.4. Promotion

3.5. Other marketing mix trends

4. Operational description:

4.1. Action plan

4.2. Control elements of the action plan

4.2.1. Calendar

4.2.2. Budget and Balance Point

4.2.3. Indicators / KPIS

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
50% Group project of subject University - Company:

     35% Formal project described
     15% Project exhibition
Up to 5% of the project grade corresponds to the company valuation.
30% Final exam.


  • minimum grade of 5 in exam to average with continuous assessment.
  • minimum grade of 5 of the final project to be able to access the final exam. In the case of failing, you have direct access to the resit exam, which weighs 30% of the subject.
  • in case of failing the final exam, students must take the recovery and weigh 30% of the final grade




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.