Syllabus query

Academic Year/course: 2017/18

450 - Degree in Marketing and Market Research

27630 - Marketing planning

Syllabus Information

Academic Year:
27630 - Marketing planning
Faculty / School:
109 - Facultad de Economía y Empresa
450 - Degree in Marketing and Market Research
Second semester
Subject Type:

5.1. Methodological overview

The combination of participatory master lessons, realization and defense of a marketing plan, analysis of case studies, marketing plans and commentary on readings.


5.2. Learning tasks

  • Theoretical classes: sessions in which the professor exposes the contents. They provide the necessary theoretical knowledge, accompanied by practical examples to facilitate the understanding and application of the concepts studied.
  • Theoretical and practical classes: review of case studies, videos or lectures and conducting, presentation or discussion of practical exercises.
  • T2 presentation: oral presentation of the main results of the work T2.
  • Tutorials: tutorials with the teacher in the hours established for this purpose.


5.3. Syllabus

LESSON 1.- Marketing Strategy

1.1. Marketing Laws


LESSON 2.- The importance of planning and creativity in the development of marketing strategy

2.1. Creativity in marketing

2.2. Lateral Marketing and systems to achieve creativity

2.3. Creativity in sensory marketing

2.4. Creativity in guerrilla marketing


LESSON 3.- Strategic Marketing Planning and phases

3.1. The marketing plan in the overall planning process.

3.2. Definition of a marketing plan.

3.3. Main problems in the design and implementation of a marketing plan.

3.4. Phases and stages in developing a marketing plan.


LESSON 4. Analysis and diagnosis of the situation of the organization

4.1. External analysis.

4.2. Internal analisis.

4.3. Competitive Position matrix.

4.4. SWOT analysis.


LESSON 5.- Fixing goals and choice of strategies

5.1. Basic principles and types of goals.

5.2. Selection criteria.

5.3. Definition and strategic levels.

5.4. Portfolio strategies.

5.5. Segmentation strategies, positioning and loyalty.

5.6. Functional strategy.


LESSON 6. Definition of plans, budgeting and control marketing Plan

6.1. How to develop action plans.

6.2. Budgeting.

6.3. Control objectives.

6.4. Marketing audit.