Checking date: 05/06/2023

Course: 2023/2024

Marketing for new ventures
Master in Entrepreneurship and Business Creation (Plan: 277 - Estudio: 267)

Coordinating teacher: CERVIÑO FERNANDEZ, JULIO

Department assigned to the subject: Business Administration Department

Type: Compulsory
ECTS Credits: 6.0 ECTS


Requirements (Subjects that are assumed to be known)
Bachellor, enginering or archtectural degree
At the end of the course participants will be able to: - Be aware and understand the complexities of consumer buying behavior and decision-making as well as knowledge of theories concerning these issues -Understand the main themes in marketing strategy, connecting the companies resources with the market. The importance of company competencies in relation to the external situation is extensively explored. - Apply strategy theories on situations facing industries and companies in the changing environment. - Be knowledgeable about environmental and competitive analysis, and the instruments for marketing research - Understand the relationships between strategic and operational decisions in the area of marketing - Develop the necessary skills to design a market research study - Develop a marketing plan for a product or service business - Understand the differences between domestic and international markeeting and analyze the challenges of the new emerging markets and the internationalization of marketing plans.
Skills and learning outcomes
Description of contents: programme
1. The role of modern marketing in the success of the business project. 2. New marketing trends: new customers, new markets, new responses. 3. The contribution of marketing to innovation in the company: creativity and value creation. 4. Market research and marketing information systems. Techniques and digital tools for data collection and study of consumer behavior. 5. The marketing plan: specific challenges of the new company and newly created companies. 6. Digital Marketing: tools for entrepreneurs, online campaigns, metrics, SEO and content creation to add value. 7. Sales forecasting techniques: estimates of the demand for the new business project. 8. Environmental marketing and socially responsible marketing
Learning activities and methodology
During the course, different cases and practical exercises on marketing management and market research will be analyzed. In the last weeks, and as a group project, students will implement a business marketing and communication plan.
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50
Calendar of Continuous assessment

The course syllabus may change due academic events or other reasons.