Academic Year:
2025/26
450 - Degree in Marketing and Market Research
27630 - Marketing planning
Teaching Plan Information
Academic year:
2025/26
Subject:
27630 - Marketing planning
Faculty / School:
109 - Facultad de Economía y Empresa
Degree:
450 - Degree in Marketing and Market Research
ECTS:
6.0
Year:
4
Semester:
Second semester
Subject type:
Compulsory
Module:
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1. General information
The main goal of this subject is that the student learns all the necessary tools to carry out and evaluate the marketing plan of an organization and to be able to put them into practice in the business environment. To this end, will introduce the importance of strategy in marketing activity, as well as the relevance of planning processes.
Subsequently, the different components of the marketing plan will be defined.
2. Learning results
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Know and apply the basic laws that govern the organization's marketing strategy.
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Differentiate the importance of planning and creativity in the organization's marketing strategy.
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Understand what are the key aspects to consider in marketing planning.
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Be able to identify and evaluate the current situation, analyzing information from the external environment as well as the organization's internal.
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Be able to set the marketing objectives to be achieved with the plan.
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Be able to evaluate and decide on the marketing mix instruments (product, price, distribution and communication) most suitable for the organization's strategy.
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Be able to develop the strategic marketing planning of an organization.
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Differentiate the most relevant aspects in the budgeting and control activity of a marketing plan.
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Solve and develop individually and/or in groups, activities and works related to the contents of the subject.
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Communicate both orally and in writing the results of the activities and works performed.
3. Syllabus
Unit 1.- The marketing strategy
Unit 2.- The importance of planning and creativity in the development of the marketing strategy
Unit 3.- Strategic Marketing Planning and its phases
Unit 4.- Analysis and diagnosis of the organization's situation
Unit 5.- Setting objectives and choosing strategies
Unit 6. Definition of plans, budgeting and control of the Marketing Plan
4. Academic activities
Theoretical classes: sessions in which the professor in charge presents the contents. They will provide the necessary theoretical knowledge, accompanied by practical examples that facilitate the understanding and application of the concepts studied.
Theoretical-practical classes: commentary of case studies, videos or readings and the realization, presentation or discussion of practical exercises.
Writtenevaluation test, with theoretical questions of development and/or of theoretical-practical character, on all the contents seen in class.
In principle, the teaching methodology and its evaluation is planned to be based on face-to-face classes . However, if circumstances so require, they may be carried out online.
5. Assessment system
Students can pass the course through two assessment systems: Continuous Evaluation (CE) or Comprehensive Written Examination (CWE).
In the Continuous Evaluation (CE) system, the following activities must be carried out throughout the semester:
- T0 (Test): After the presentations of the theoretical classes, various tests will be carried out to confirm their degree of understanding of the contents dealt with or practical cases, videos or practical exercises may be presented which must be commented on. 20% of the final grade.
- T1 (Group actvitity): group work consisting of the preparation and presentation of a group activity on the topics offered by the lecturer. 20% of the final grade.
- T2 (Marketing Plan): group activity consisting of the preparation of a marketing plan for a company or organisation selected by the students and approved by the teacher. The analysis and difficulty of the case, the proposals made and the presentation of the activity will be assessed. 30% of the final grade.
- E (Exam within the Global Written Test - PEG): This exam may include theoretical and practical content covering various aspects addressed in the course and will be conducted simultaneously within the PEG on the official dates established by the institution for the first examination session. It will account for 30% of the final grade.
The Global Written Test (PEG), worth 10 points, may be taken by students who have not participated in continuous assessment or by those who, having participated, wish to improve their grade (with the higher grade always prevailing). This test will be conducted on the official date set by the institution and will include various types of questions. The PEG will cover all the content developed in the course.
To pass the course through the continuous assessment system, all activities must be completed and an average grade of 5 out of 10 or higher must be obtained.
6. Sustainable Development Goals
4 - Quality Education
5 - Gender Equality
8 - Decent Work and Economic Growth