Universitat Internacional de Catalunya
Advanced Marketing
Other languages of instruction: Catalan, English
If the student is enrolled for the English track then classes for that subject will be taught in the same language.
Teaching staff
The program will occur according
Introduction
Throughout the Marketing II course, students will gain real-world insight into the day-to-day operations of a marketing department, developing a deep understanding of its core functions, workflows, and decision-making processes.
The course is designed to allow students to follow the full operational marketing cycle, from campaign planning and market analysis to execution, product management, communication, and point-of-sale strategies.
The methodology combines theoretical concepts with a strong hands-on approach, where students will work on and solve practical cases based on real or simulated scenarios, enabling them to experience marketing challenges from a professional perspective.
Pre-course requirements
Good oral and written comprehension of English
Excel basic Knowledge
Objectives
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Understand the real-world operations of a marketing department, including its main functions, processes, and working tools.
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Be able to apply strategic marketing concepts to real-life situations, translating them into operational decisions and concrete action plans.
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Develop sound judgement to execute operational marketing actions, such as promotions, communication campaigns, product launches, or point-of-sale activations.
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Build the ability to analyze data and market behavior, interpreting relevant information to support commercial decision-making.
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Acquire the skills to solve complex practical cases, developing creative and effective solutions to common challenges in the marketing environment.
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Learning outcomes of the subject
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Accurately describe the internal workings of a marketing department, identifying its key areas and operational dynamics.
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Translate strategic marketing concepts into real actions, turning theory into actionable operational plans for various business contexts.
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Design and plan marketing campaigns, including promotions, product launches, and actions across physical and digital channels.
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Interpret market data and conduct critical analyses of consumer behavior, trends, and marketing performance.
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Develop creative solutions to real-world problems through the study and resolution of practical business cases.
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Work effectively in teams and present ideas clearly and persuasively, strengthening communication and project management skills.
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Adopt a professional and cross-functional view of marketing, understanding its role within the overall business strategy and its connection to sales, product development, and customer experience.
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Syllabus
- Introduction Marketing cicle
- Real MArketing typolgies
- Strategic Plan
- Marketing Plan
- Execuition
- Branding
- Marketing finanancilas
Teaching and learning activities
In person
The course follows a 100% on-site format, with full in-person attendance required.
Unexcused absences will have a negative impact on the final grade.
The subject content is built upon the material explained, discussed, and debated in class. Therefore, regular attendance and active participation are essential for successful learning and performance.
Classes are designed to be interactive, encouraging student participation, critical thinking, and the exchange of ideas and perspectives.
Students will work on case studies, exercises, and assignments, both individually and in groups, to reinforce their understanding of real-world marketing dynamics and decision-making.
The course emphasizes a practical, applied approach, aiming to develop students’ abilities to analyze, plan, and execute marketing actions in realistic scenarios.
Evaluation systems and criteria
In person
100% On-site Classes
Unexcused absences will negatively affect the final grade.
Grading Breakdown – First Exam Session:
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Final exam: 70%
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Class assignments: 15%
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Active participation: 15%
Grading Breakdown – Second Exam Session:
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Final exam: 100%
Bibliography and resources
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1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd Tapa blanda – 5 may 2018
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How to Write a Winning Business Plan: A Step-by-Step Guide for Startup Entrepreneurs to Build a Solid Foundation, Attract Investors and Achieve ... a Bulletproof Business Plan: 3 (Business 101) Tapa blanda – 16 September 2020
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Business model generation: a handbook for visionaries, game changers, and challengers (The Strategyzer Series) Tapa blanda – 1 January 2010
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Value Proposition Design: How to Create Products and Services Customers Want (The Strategyzer Series) 1st Edition