Marketing Transformation for the Digital Era (2225.YR.006501.1)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
Year 2 Pau Virgili Marques Marketing ENG


Students are expected to have a basic knowledge of digital media and communities either as users or marketeers. A basic level of marketing knowledge is also recommended.


THIS COURSE REQUIRES PRE-WORK. Students are expected to work on a project the 3 weeks previous to the beginning of the course. Students that do not summit the pre-work CANNOT take the class.


Pau shared great insights on marketing shifting paradigms, like consumer power, real-time marketing and the importance of brand authenticity. Pau's energy and his ability to intertwine examples from his experience with the input from the class made the course very stimulating, even for someone like me working at a born-digital company
Virginia Cavalletti, Ecommerce Product Manager, BOOKING.COM

A must! The best view on the digital transformation that I have experienced. The contents are sharp and to the point. The class is engaging open and it applies the same principles it teaches.
Luciano Langenauer, Growth Marketing Director SCHIBSTED CLASSIFIED MEDIA SPAIN

Clearly beyond Digital Marketing! The class has been extremely interesting as it takes a strategic point of view on the marketing transformation. It is clear, engaging and it includes many real life cases. Pau is a rigorous, organized and motivational lecturer.

Course Learning Objectives

New technologies are transforming the market fundamentals. Companies need to think beyond the on-line communication revolution and understand the profound consumer behavior transformation that we are experiencing. Being able to redefine the marketing charter, strategies and organization is key to success and survival in the new digital era.

THIS COURSE IS BEYOND ON-LINE COMUNICATIONS. We will not cover subjects such as community management, on-line advertising, or other on-line communications implementation topics.
This class is focused on strategy, on WHAT EVERY SENIOR MANAGER SHOULD KNOW ABOUT THE NEW MARKETING. We will provide the necessary tools to define and implement the new strategy in the areas of Go-to-market, product management, and consumer engagement.

At the end of the course, students should:

- Understand what are the fundamental transformations in customer behavior due to the digital revolution.
- Have a new view on the established marketing models and strategies such as Brand Value, Positioning, Messaging, Technology adoption, and Consumer journeys, among others. Understand what is changing and what is still valid.
- Understand and be familiarized with what are the key new marketing strategies that top companies are implementing today.
- Build a solid understanding of the critical fundamental trends, strategies and tools in the new marketing area and be able to customize them to their own business case.


1. The basis of consumer engagement

In this initial session introduces the fundamental changes that consumer behavior is experimenting; what is changing and what is not. We will identify what are the basic transformation lines using the HP versus Dell experience. Furthermore, we will review the fundamentals of customer oriented marketing as persuasion, positioning, framing, Customer Journey, Technology adoption, Brand value and Consumer value.

2. Consumer behaviour transformation

Consumers have access to unlimited valuable information, from peers, experts pro-sumers among others. This is transforming how they relate to Brands and their purchase behavior. This class will explore recent research that analyzes the relationship between access to information and purchase behavior. We will review all the current marketing models in light of the information revolution and we will establish what is still valid and what s not. We will review real live cases for McDonald Coca Cola, Microsoft, Apple, Zillow and HTTC.

3. The basis of consumer engagement- Authenticity    

In a world were consumers are in power and information can no be controlled, companies need to shift their engagement strategy from communications to managing conversations.  In these conversations, authenticity is the basis of consumer engagement. We will review what authenticity means for companies and how companies can still drive an engagement strategy while remaining authentic. The public affair discipline has for a long time addressed this issue and now Marketing practitioners are learning from this experience and start implementing similar strategies. We will explore a number of real life cases as Innocent, Corona, McDonald, Coca Cola life, Nike, Red bull, Ryan air and Volkswagen.

4. Real Time Marketing

One of the bigger challenges that companies face today is to synchronize the corporate clock with the consumer timing.  Consumer conversations happen in real time and amplify in very short time periods. This represents both a great opportunity for companies to connect with customer energy and multiply the reach of their content in a very efficient way; but also a great threat as they may stay completely disconnected from their customers conversation. We will review how Brands are learning from the news industry and how some top key Brands such as Taco Bell and Coca Cola are setting up Real ¿Time Marketing cross-functional teams and infrastructures. Additionally we will explore examples in the start up arena and real time cases for Kid Kat, Salvation Army, Oreo,, and Lidl.

5. Data Driven Marketing

Marketing is becoming a science. The availability of data and most importantly our ability to make sense of it is becoming the basis of the marketing practice. Intuition is still essential but it is displaced to a more strategic level. We will explore how data is transforming the marketing function; we will look at cases of Big data but also of l medium and small data and how this transformation is affecting all business at all levels.  We will review real life cases for Total, Tracklander, Target, Hilton, BMW among others.

6. Engaging consumer energy

In a world were power is balanced between Brand and consumers a true win win engagement is possible. Consumer energy can be engaged a several levels: Getting consumer insight, message amplification, content co-creation and finally product co-development.  We will explore how to connect to customers to involve their energy and what are the working models today. We will review the real life cases of 3M, HP, Go Pro, Red Bull, Sony, and Coca Cola Company.


The class sessions involve a combination of lectures, student cases, case study discussions, and guest speaker presentations.


Lectures are a combination of theory, exercises and practical industry cases.  This cases are in part my experience as a manager or consultant, some others are industry cases that are especially relevant to the subject. Furthermore, some of the students individual projects may be included in the lectures as practical cases if they are relevant. The lecture includes a number of videos of industry leaders. Students are expected to actively participate in class.


Each student will prepare a case in a short presentation focusing on his experience in marketing digital transformation, challenges, strategies, or activities. Alternatively the case van be based on research instead of experience.
The individual project will be shared with the full class and will be the base of discussion to facilitate the peer-to-peer learning experience. We highly encourage students to review all projects and to approach colleagues for further discussion.
Some cases will be incorporated in the lectures. The selection criteria will be fit within the subjects. Finally some cases will be selected for group discussion and further presentation and discussion with the class.


We will discuss some formal industry cases. Students are expected to have prepared seriously each case and participate in the discussion.

Assessment criteria

The goal of the course is to maximize your learning experience, everything its set towards this goal, the evaluation too.

The evaluation criteria are:

-35% class participation.  The goal of class participating should be to share insights and knowledge with classmates and to contribute to an enriching class experience.

-35% individual case.  

¥ 5% On-brief: Does the case addresses one of the MARKETING Digital transformation areas on the brief?
¥ 25% Strategic contribution: What is the quality- depth of the key leanings?
¥ 5% Presentation: Is it clear, well structured and well delivered?

- 30 % Group project and exercises

Students are expected to come prepared for case discussions and group presentations.

Timetable and sections

Group Teacher Department
Year 2 Pau Virgili Marques Marketing

Timetable Year 2

From 2022/10/3 to 2022/10/24:
Each Monday from 9:30 to 13:00.
Each Monday from 14:00 to 17:30.