Última revisión realizada: 19/08/2020

Subject name: Integral Marketing
Study: Master in Business Administration
Four-month period: First four-month period
Type of subject: Compulsory


The Integral Marketing course aims to show the real-world use of marketing in a context of continuous change, laying the groundwork for creative solutions and taking innovative marketing decisions.

The course is organized around nine units that include the foremost theories, tools and strategies for marketing that are used today, a time when the Internet and new technologies play an important role in marketing management, with the aim of creating value for the customer and managing long-term relations appropriately.

The course introduces students to marketing management and competitive intelligence in marketing through the information systems for business management. It also explains the techniques for obtaining and analyzing information as the main support for making marketing decisions, so that we can optimize the management of relational marketing and decisions on segmentation and positioning strategies. This market orientation based on competitive intelligence lends coherence to operational marketing actions that obtain competitive advantages. Finally, from the view of global marketing, we will look for a suitable combination of offline and online tools to design a complete marketing plan, in which all decisions that are taken about the company must consider the influence that Internet and digital tools have on the consumer.

Basic Competences

  • CB6: 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.
  • CB7: That students know how to apply the knowledge acquired and their ability to solve problems in new or unfamiliar environments within broader (or multidisciplinary) contexts related to their area of study.
  • CB8: That students are 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 their knowledge and judgments.
  • CB9: That students know how to communicate their conclusions and the knowledge and the reasons behind them to specialized and non-specialized audiences in a clear and unambiguous way.
  • CB10: That students have the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous.

General Competences

  • CG1: Master and integrate techniques, instruments and management methods necessary for the development of their professional activity.
  • CG2: Increase the knowledge of the management of companies and the different areas of management.
  • CG4: That students know how to communicate their conclusions, present projects, results, plans, knowledge and the reasons behind them to specialized and non-specialized audiences in a clear and unambiguous way.
  • CG5: That students are able to integrate their knowledge of various functional areas of the company with generally incomplete or limited information of the company environment to make decisions and solve problems in complex and multidisciplinary situations.

Specific Competences

  • CE8: Understand the objective of marketing in organizations and consumer behavior and be able to formulate Integral Marketing Plans.
  • CE12: Understand the functional organization of the company. Interrelations between areas. Identify and understand the factors and dimensions that are part of the company at functional level and the characteristics of its administration system.
  • CE15: Know how to quantify the impact of the decisions made regarding the four marketing mix variables on different business variables such as income, profit and loss account, market share, channel, company and product positioning to assess management alternatives and marketing mix strategies.
  • CE16: Know some of the tools that are used in the planning of markets/products.
  • CE17: Be able to perform a sectoral market analysis.
  • CE18: Be able to search and systematize information from various sources, interpret the results obtained and prepare business reports and marketing plans.
  • CE19: Understand and know how to use the new techniques of digital marketing or eMarketing and the new channels of access to the consumer in the Networked Society.
  • CE24: Know and understand the necessary elements to understand an internationalization strategy of the company.
  • CE25: Know how to use e-commerce tools in international trade and understand the relationship and impact on the international distribution of goods and services.

Transversal Competences

  • CT1: Interpret, with the necessary means, relevant, reliable and structured information for decision making and problem solving.
  • CT3: Know how to use ICT technologies for management and for decision making.
  • CT5: Know and understand the necessary elements for the definition of an internationalization strategy of the company.
  • CT6: Communicate in an efficient, structured and orderly manner, the most relevant aspects of a Project.
  • CT7: Provide the student with the knowledge and skills necessary to interact in the international environment.
  • CT8: Facilitate the process of student integration to the professional business world.
  • CT9: Provide students with learning skills that allow them to continue studying autonomously.

Block 1. Value proposal

Unit 1. Marketing Management

  • Introduction and objectives
  • Marketing and the creation of value
  • Marketing in strategic planning
  • The marketing process: the marketing mix
  • The new reality of marketing

Unit 2. Creating value for the customer

  • Introduction and objectives
  • Designing a marketing strategy to create value
  • The company’s value offer
  • Co-creation of value
  • Attracting customers and establishing relationships

Unit 3. Customer relationship management

  • Introduction and objectives
  • Customer lifetime value
  • Customer experience mapping
  • Optimizing customer relationships
  • Recovery strategies

Block 2. Information management and analysis

Unit 4. Competitive intelligence in marketing

  • Introduction and objectives
  • Marketing information systems and big data
  • Marketing information sources
  • New information technologies in marketing
  • Operational tools for information: data warehousing, data mining

Unit 5. Market research

  • Introduction and objectives
  • The market research process
  • Market research designs
  • Information collecting tools
  • Data analysis techniques

Unit 6. Segmentation and positioning

  • Introduction and objectives
  • Levels of market segmentation
  • Criteria and methods for market segmentation
  • Segmentation strategies
  • Positioning strategies

Block 2. Planning and online marketing

Unit 7. Internet marketing

  • Introduction and objectives
  • Offline and online marketing
  • E-commerce
  • Omni-channel retailing
  • Inbound marketing

Unit 8. Digital marketing tools

  • Introduction and objectives
  • Content marketing
  • Email marketing
  • Web positioning: SEO and SEM
  • Social networks
  • Measurement and analytics

Unit 9. The integrated marketing plan

  • Introduction and objectives
  • The marketing plan as part of the planning process
  • Situation analysis and diagnosis
  • Setting objectives
  • Choosing the marketing strategy
  • Defining action plans
  • Elements to ensure the success of the marketing plan

The different tasks and activities programmed during the semester have been developed with the goal of adapting the learning process to the different capabilities, necessities and interests of the students.

The activities included in the subject are:

  • Practical cases. Will provide the student with actual business situations that will need to analyse and, after that, make decisions, evaluate the consequences and alternatives. On the other hand, practical cases can be programmed in order that the student detects relevant situations, analyzes the complementary information, makes decisions in relation to the scenario that arises and proposes solutions or indicates how to improve the starting situation as final pedagogical objective.

    In the weekly program you can check when they start and when they should be submitted. On the other hand, in the virtual classroom you will find all the information necessary for its development.
  • Participation in events. These are scheduled events, every week of the academic term, such as virtual sessions.
Download the program

These activities are combined with the following aspects:

  • Personal Study
  • Tutoring. he tutoring class can be implemented through different tools and means. During the course of the subject, the teacher-tutor plans the individual tutoring on specific days for the resolution of academic-oriented doubts through “Consultation sessions”. Supplementing these sessions, students have also available the “Ask your teacher” forum through which they can formulate questions and check the corresponding answers on general aspects of the subject. Due to the very nature of the media used, there are no fixed schedules for the students.
  • Mandatory on-site final exam

The hours dedicated to each activity are detailed as follows:

Virtual sessions 15 hours 100%
Master classes 4 hours 0
Personal study of basic material 60 hours 0
Reading of complimentary material 32 hours 0
Realization of practical cases and self-evaluation tests 45 hours 0
Tutoring 16 hours 10 %
Collaborative work (forums and/or discussion groups) 7 hours 0
Final on-site exam 1 hour 100%
Total 180 hours -

You can personalize your study plan choosing the type of activity that best matches your profile. The tutor will advise you and help you elaborate your study plan. S/he will always be available to guide throughout the course.

Basic bibliography

The section Basic Bibliography is essential for the course. If any document (reading, article,…) is not available in the virtual classroom, you will have to find it by other means: UNIR bookshop, virtual library…

The necessary texts for the study of this subject have been elaborated by UNIR and are available in a digital format to consult, download or print inthe virtual classroom.

Complementary bibliography

  • Alcaide, J.C. (2015). Fidelización de clientes. Madrid: ESIC.
  • Dodson, I. (2016). The Art of Digital Marketing. New Jersey: John Wiley y Sons.
  • Estrade, J. M., Jordán, D. y Hernández, M. Á. (2017). Marketing Digital. Mobile Marketing, SEO y Analítica Web. Madrid: Anaya Multimedia.
  • Kotler, P. y Armstrong, G. (2017). Principles of Marketing. México D. F.: Pearson.
  • Kotler, P. y Keller, K. L. (2015). Marketing Management. México D. F.: Pearson.
  • Kotler, P., Kartajaya, H. y Setiawan, I. (2017). Marketing 4.0. Moving from Traditional to Digital. Hoboken, New Jersey: John Wiley y Sons.
  • Lamb, C. W., Hair, J. F. y McDaniel, C. (2017). Marketing. México D. F.: Cengage.
  • Malhotra, N.K. (2018). Marketing Research. New Jersey: Pearson.
  • Reinares, P. (2017). Los cien errores del CRM. ESIC: Madrid.
  • Sainz de Vicuña, J.M. (2018). El plan de marketing digital en la práctica. Madrid: ESIC.

The evaluation system is based on the following numerical chart:

0 - 4, 9 Suspenso (SS)
5,0 - 6,9 Aprobado (AP)
7,0 - 8,9 Notable (NT)
9,0 - 10 Sobresaliente (SB)

The grade is made up of two components:

The exam is done at the end of the four-month period and is ON-SITE and COMPULSORY. It comprises the 60% of the final grade and so that the grade obtained in this exam is added to the final grade it is obligatory to PASS it.

The continuous evaluation comprises the 40% of the final grade. This 40% of the final grade consists of the grades obtained in the different training activities carried out during the four-month period.

Student participation (sessions, forums) 0% - 40%
Study cases 0% - 40%
Self-evaluation test 0% - 40%
On-site final exam 60% - 60%

Gerardo Mochales

Academic background: Bachelor in Economics, and in Business Administration and Management (National Bachelor's Award) from ICADE. Higher Program in Marketing Management (B2B / B2C) at the IE.

Professional experience: Dr. Mochales has exercised his teaching duties as associate professor of Strategy, Corporate Marketing and Advertising. He is an expert in the various areas of Communication (corporate, international...). He worked as a professor in different MBA modalities, in prestigious institutions such as ESIC, Instituto de Empresa (IE), Florida Atlantic University, Complutense University of Madrid and the IMF group.
In the professional field he was Global Director of Marketing, Communication and Institutional Relations of Acciona and Marketing Director and Director of Business Development at The Coca-Cola Company. Previously, he held the position of Project Manager at MCKINSEY & CO. Likewise, Gerardo Mochales is an active member of the Board of Directors of several companies, among which the European Ski School of Sierra Nevada, IslandTours and Aramon stand out. Between 2007 and 2010, Mochales was also a member of the Foreign Policy Council of the CEOE and Acciona-El Coto Asset Management. Among the awards and recognitions that he has garnered throughout his teaching and professional career, the Efficiency Award 10 stands out for the commercial work and digital marketing strategy of the Acciona campaign and Paris-Dakar electric car (also by Acciona). In 2013 he received the National Award of the Marketing Association of Spain. In 2008, he won the AWEA Award (awarded by the American Wind Energy Association) that recognized the best communication strategy in the foreign company category (Acciona) in the US. In 2004 he received the World Press Award for the best international Soccer and Coke campaign and «Coca-Cola movement» as the first online campaign in The Coca-Cola Company.

Research lines: Gerardo Mochales is an expert in the analysis and determination of the strategic nature of marketing initiatives; in the profitability of advertising actions; the relevance of stakeholders and community relations as the center of gravity of CSR and Sustainability actions. Also in the relationship between consumer behavior and branding in competitive markets; Corporate communication and total communication.

Dulce Eloísa Saldaña Larrondo

Academic background: PhD in Marketing, Master degree in Business Administration, and Bachelor degree in Industrial Administration.

Professional experience: 20 years, full time professor at Tecnologico of Monterrey University, Campus Queretaro, Mexico, in Marketing Department, in Academic Development Department. 2018, full time immersion as educational consultant at New Element University (a new one University in Queretaro, México). The activities are about: To improve their bachelor and master degrees, in order to get the RVOES (accreditation) by Secretaría de Educación Pública. To improve their educational model. To select the educational platform (LMS). To follow up the launch of University. To develop the professional and continuing education department. 2018. To moderate CSR online course by ITESM.

Research lines: Ethical Marketing, Ethical Consumption, Corporate Social Responsibility, Consumer acculturation, ethnic consumption.

Studying online means you can organize your study as you wish, as long as you meet the due dates of the different assignments (activities, tasks and tests). In order to help you, we propose the following steps:

  1. From our online platform you will have access to each of the subjects you are enrolled. Apart from this, you can access to the Aula de información general. In this section, you have available all the documents on how to use the different tools included in the virtual classroom, how a subject is organized in UNIR. Remember that you will also have the possibility to organize your study plan with the tutor.
  2. Do not forget to check the weekly program. You will see which part of the content of the course you have to work on every week and when you should start preparing the case.
  3. After knowing your work for the week, go to Units in your virtual classroom. There, you will have access to the study material (theory and practice) from the unit you need to study throughout the week.
  4. Begin with the reading of the Key ideas of the unit, they constitute the content of the unit and the basic material of study. Check also the In deep section which contains supplementary material.
  5. Take time to complete the Practical Practical Cases and Test. In the subject Program we will detail when you can develop them.
  6. We strongly recommend to take part in the events of the course (On-site virtual classes). To know the exact date for each one of these events you must visit the communication media on the Virtual Classroom. Your teacher and your tutor will inform of the subjects news.

Please, take into account the following tips…

  • Whatever you study plan is, go often to the virtual classroom so that you are always up to date about the course and you are in contact with your teacher and your tutor.
  • Remember you are not alone: send an email to your tutor if you have any doubt. If you attend the online classes, you can also ask your teacher about the contents of the unit. Also, you can always write your doubts and questions about the contents in the Forum of each subject (Ask the teacher).
  • And, remember, you are studying online: your effort and perseverance are the key element to obtain good results. Don’t leave everything to the last minute!!!