Guías Docentes Electrónicas
1. General information
ECTS credits:
Academic year:
Main language:
Second language:
Use of additional languages:
English Friendly:
Web site:
Lecturer: ANGEL MILLAN CAMPOS - Group(s): 20 
Phone number
Office hours
Facultad de Derecho y Ciencias Sociales. Módulo E. D 1.03
902204100 Ext.3597
It will be specified in Moodle once the course has started

2. Pre-Requisites
Not established
3. Justification in the curriculum, relation to other subjects and to the profession

In a changing environment, all companies need to orient their strategic approach towards the customer and promote stable relationships with target customers. In the case of start-ups, a priority objective is to make a proper diagnosis of market opportunities and how to make them profitable. A fundamental tool to achieve this objective is the marketing plan. The marketing plan integrates all the activities that make up the marketing process: (1) Analysing market opportunities, (2) Selecting target markets, (3) Defining marketing strategies, (4) Developing the marketing programme, (5) Evaluating results and carrying out marketing audits. The marketing plan is based on the analysis of the market in order to set coherently the objectives, the strategy, the tactical means to be used and the expected results in the different markets in which it operates. The success in the implementation of a new business project will depend to a large extent on the ability of the managers to diagnose the latent needs in the market, to formulate the most appropriate marketing strategy and to develop specific action programmes. In this area, customer relationship management is particularly relevant, applying the principles and tools of Relationship Marketing.


4. Degree competences achieved in this course
Course competences
Code Description
CB06 Possess and understand knowledge that provides a basis or opportunity to be original in the development and / or application of ideas, often in a research context.
CB07 Apply the achieved knowledge and ability to solve problems in new or unfamiliar environments within broader (or multidisciplinary) contexts related to the area of study
CB08 Be able to integrate knowledge and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on social and ethical responsibilities linked to the application of knowledge and judgments
CB09 Know how to communicate the conclusions and their supported knowledge and ultimate reasons to specialized and non-specialized audiences in a clear and unambiguous way
CB10 Have the learning skills which allow to continue studying in a self-directed or autonomous way
E02 Ability to carry out all phases in the firm creation process and to identify and evaluate business opportunities.
E03 Ability to develop a realistic and reliable business plan.
E04 Ability to extract relevant information from the business economic environment, and to apply it to decision making.
E08 Ability to evaluate the technical, strategic and commercial viability of business initiatives.
G01 Ability to communicate orally, and in writing in a clear and synthetic way using ICT
G02 Ability of self-motivation and adaptation to new environments.
T02 Ability to work in a team, lead groups and cooperate in the realization of projects.
5. Objectives or Learning Outcomes
Course learning outcomes
Learn the basics of marketing management in the online environment.
Acquire an advanced knowledge of the approach of marketing strategies according to the defined objectives and their implementation in marketing activities.
Identify and design the most appropriate business models for each market and environment.
Define the marketing objectives that companies aim to achieve during the process of entering new markets, especially in the internationalisation process context.
Develop hands-on knowledge and expertise in the use of tools commonly used in the management of Marketing Departments.
Understand how to design and implement an effective and appropriate marketing programme for each of the defined target audiences.
Understand the main principles of Relationship Marketing and the main tools of CRM (Customer Relationship Management).
Identify business opportunities through the use of market research techniques to analyse market opportunities.
Additional outcomes
Not established.
6. Units / Contents
  • Unit 1: Business models and the marketing plan
  • Unit 2: Relationship marketing: principles, metrics and CRM tools.
  • Unit 3: Market research tools and techniques applied to the analysis of the market, the environment and the consumer.
  • Unit 4: Marketing strategies and product and service innovation processes.
  • Unit 5: Marketing plan control tools. Marketing auditing
  • Unit 6: International Marketing. Marketing management in global markets.
  • Unit 7: The digital marketing plan. Marketing management in the online environment.
7. Activities, Units/Modules and Methodology
Training Activity Methodology Related Competences ECTS Hours As Com Description
Class Attendance (theory) [ON-SITE] Lectures CB06 CB07 CB10 E02 E03 E04 E08 0.6 15 N N
Class Attendance (practical) [ON-SITE] Combination of methods CB06 CB07 CB10 E02 E03 E04 E08 G02 T02 1 25 Y N
Project or Topic Presentations [ON-SITE] Combination of methods CB09 G01 G02 T02 0.1 2.5 Y N
Group tutoring sessions [ON-SITE] Group tutoring sessions CB07 CB10 E02 E03 E08 0.2 5 N N
Final test [ON-SITE] Assessment tests CB06 CB07 E04 E08 G01 0.1 2.5 Y Y
Writing of reports or projects [OFF-SITE] Combination of methods CB06 CB07 CB10 E02 E03 E08 G01 G02 T02 3 75 Y N
Study and Exam Preparation [OFF-SITE] Self-study CB06 CB07 CB10 E02 E04 E08 G02 1 25 N N
Total: 6 150
Total credits of in-class work: 2 Total class time hours: 50
Total credits of out of class work: 4 Total hours of out of class work: 100

As: Assessable training activity
Com: Training activity of compulsory overcoming (It will be essential to overcome both continuous and non-continuous assessment).

8. Evaluation criteria and Grading System
Evaluation System Continuous assessment Non-continuous evaluation * Description
Final test 30.00% 100.00%
Oral presentations assessment 20.00% 0.00%
Other methods of assessment 50.00% 0.00%
Total: 100.00% 100.00%  
According to art. 6 of the UCLM Student Evaluation Regulations, it must be provided to students who cannot regularly attend face-to-face training activities the passing of the subject, having the right (art. 13.2) to be globally graded, in 2 annual calls per subject , an ordinary and an extraordinary one (evaluating 100% of the competences).

Evaluation criteria for the final exam:
  • Continuous assessment:
    Evaluation criteria not defined
  • Non-continuous evaluation:
    Evaluation criteria not defined

Specifications for the resit/retake exam:
For the retake exam, students will be assessed on all the competences associated with the different training activities of the course by means of a final exam, the structure and composition of which will be communicated sufficiently in advance by the teacher.
Specifications for the second resit / retake exam:
Evaluation criteria not defined
9. Assignments, course calendar and important dates
Not related to the syllabus/contents
Hours hours
Class Attendance (theory) [PRESENCIAL][Lectures] 15
Class Attendance (practical) [PRESENCIAL][Combination of methods] 20
Project or Topic Presentations [PRESENCIAL][Combination of methods] 8
Group tutoring sessions [PRESENCIAL][Group tutoring sessions] 4.5
Final test [PRESENCIAL][Assessment tests] 2.5
Writing of reports or projects [AUTÓNOMA][Combination of methods] 65
Study and Exam Preparation [AUTÓNOMA][Self-study] 35

Global activity
Activities hours
10. Bibliography and Sources
Author(s) Title Book/Journal Citv Publishing house ISBN Year Description Link Catálogo biblioteca
Cateora, P.R. Marketing internacional México McGraw-Hill Interamericana 970-10-5752-X 2006 Ficha de la biblioteca
Kotler, P. Principles of Marketing Boston Pearson 978-0-273-78699-30-2 2012  
Malhotra, N., Birks, D.F., Wills, P. Marketing research : an applied approach Harlow Pearson 978-0-273-72585-5 2012 Ficha de la biblioteca
Sainz de Vicuña Ancín, José María El plan de marketing digital en la práctica / ESIC, 978-84-17129-75-0 2018 Ficha de la biblioteca
Sainz, J.M. El plan de Marketing en la práctica Madrid Esic 978-84-7356-684-1 2010 Ficha de la biblioteca

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