Cases real for companies real
In the Final Projects of Degree in Marketing, the professional work of a marketing and communication the professional work of a marketing and communication consultancy service .. Advised by professors from Degree, students, in group, have the opportunity to deepen in a real challenge that allows them to apply in a transversal way the diversity of knowledge and skills acquired throughout the Degree.
WHAT ARE THE PHASES OF PROJECT?
Briefing of the business
research of markets and diagnostics
Strategic planning and execution of the proposal
RELATIONSHIP WITH THE BUSINESS
Search for customer needs
Each team receives an executivesummary -briefing- indicating the client's needs. For this reason, the partnership with the business or organization is core topic since, in order for the students' proposals to be in line with what the business needs, it is important that the students can have direct contact .
The students involved in the case, and the teachers, sign a agreement confidentiality agreement on the treatment of the information provided by the companies.
During this course, students have developed their proposals for these companies:
THEMATIC AREAS
What can we offer?
design and creation of new products.
Analysis/proposals for launching products to the market.
assessment and proposals for improving retail strategies.
design and implementation of a research of markets: competitive analysis/segmentation analysis/purchasing behaviors.
assessment and proposals for brand communication strategies/campaigns.
Analysis and proposals of corporate communication strategies for an organization/business.
Improvement proposals from Internal Communications to facilitate/drive business/organizational strategies.
assessment and proposals for improvement of marketing and/or sales plans of a business.
Analysis and proposals for improvement of the marketing mix of products/brands.
assessment of management and development brand portfolio strategies.
Brand repositioning and ad hoc campaigns; creation of sub-brands.
Analysis and proposal to improve the targeting strategy of a business/brand.
Analysis and proposal for improvement of the positioning strategy/
Analysis of social trends and consumer behavior in specific sectors/markets.
assessment and proposals for improvement in the management customer and CRM systems of a business.
Analysis and proposals for development of digital marketing strategies, inbound marketing, e-commerce, etc. in companies.
assessment and proposals for improving creative branding strategies.
Analysis and proposals for assessment of marketing strategies in fashion companies/businesses.
Elaboration of proposals for development of new business around products and brands.
Classes for the 2025–2026 academic year
HOLISSOR
This final project analyzes the business and its context within the agricultural sector through research , strategic analysis, and consumer studies. Based on this, a comprehensive digital marketing strategy is developed that includes the design a customized e-commerce platform and the implementation of a consistent visual identity across all digital channels (website and social media), along with SEO positioning, a content plan, social media management, CRM, and communication initiatives, with the goal improving the company’s visibility, market positioning, and growth in the sustainable biosolutions market.
MEMBERS: María Fernanda Berríos, Juan Ignacio Castillo, Alexa Espinosa, Romain Fiaux, María Fernanda Girón, Valeria Pulido, Marta Robles, Jose Antonio Tous, Sofía Villareal, and Christian Soehring.
IRACHE WINERIES
The final project designs a marketing strategy for Bodegas Irache, addressing its leave in the HORECA sector and its outdated image in Navarre. Based on the gap identified between the brand’s identity and how it is perceived, a two-phase plan is proposed to reposition the brand through experiential marketing, word-of-mouth, digital advertising , and advertising .
MEMBERS: Caterina Abel, Milena Cabrero, Danae Campbell, Sandra Castor, Andrea Valentina Campos, Alejandro Gil, Aura González, Gabriela López, Adriana Peralta, and Gabriel Salas.
INNOVASOL
development a marketing strategy for business Energía Solar S.L., aimed at raising awareness of the product, reducing the cognitive barriers that hinder the adoption of plug-and-play solar kits, and strengthening the Innovasol brand’s market position.
MEMBERS: Alexa Asan, Sara Cuadra, Amanda Lovera, Aitana Mahchi, Miranda Pastor, Alana Rodriguez, Vanessa Schwyn, Jose Maria Tinajero, Francesca Zolezzi, Alberto Menasanch, and Cecilia Sierra.
3PBIOVIAN
3PBIOVIAN currently has Internal Communications due to the use of two intranets, which hinders coordination between offices. The proposal a unified intranet to improve efficiency, partnership cohesion.
MEMBERS: María Alejandre Gil, Ana Arcocha, Ana Armendáriz, Uxue Baines, Sofía Gullón, María Gascón, Lara Genovese, María Palacios, Ángela Zubeldia, and June Santamaría.
framework
This final project, developed in partnership Bodegas framework , addresses the challenge moving beyond traditional wine sales by transforming every visit a long-term relationship with the customer. To achieve this, a comprehensive strategy is designed that combines wine tourism, a members’ club, and a private sales channel for premium wines. Everything is organized under the creative concept “wine is the excuse,” recognizing that what is truly valuable are the experiences, the connection, and the shared moments. The result a model at building loyalty, generating repeat business, and fostering a community of brand ambassadors.
MEMBERS: Laura Avila, Isabella Arias, Daniella Flores, Victor Hugo Gandarilla, Marina Gimeno, Giuliana Guggiari, Gisele Paris, Isabel Prieto, María José Ruiz, Federico Tartari, and David Voltas.
BIANCA VILLA
This final project focuses on design digital marketing strategy design the Bianca Villa brand, part of group Navarra group . Through an analysis of the brand’s skill goal audience, the goal is to strengthen its presence in both the hospitality sector and the online market. The approach is to create campaigns that highlight the brand’s versatility—which combines tradition and innovation—to connect with a young audience in the leisure segment and with adults in the after-dinner context.
MEMBERS: Pablo Arraiza, Lucía Cabeza, Bosco González-Carrascosa, María Hertogs, Pablo Iraburu, Claudia Lindner, Javier Martín, Jaime Martínez, Marta Morata, and Arnau Rojas.
GOIKO
This Degree work Degree a proposal for Goiko goal turning its best-selling product, the Kevin Bacon, into a true brand icon. The project how this product can evolve into a symbol that embodies the brand’s identity and leaves a lasting impression on consumers.
MEMBERS: Andrés Arbunies, Ane Domínguez, Gabriela Guirola, Alexandra Gutiérrez, Aitana Heredia, Marta Meseguer, Marcella Regenga, Andrea Rodríguez, and Ane San Martín.
BIA FOODS
This Degree work Degree a strategic expansion plan for BIA Foods in the U.S. foodservice channel, one of the most significant in the market. The business, with its established brands, faces the challenge expanding in a competitive and complex environment. Based on an analysis of the market and its status , the main opportunities and barriers were identified. As result, a solid route-to-market was defined, aimed at structuring the channel and achieving sustainable growth.
MEMBERS: Mariana Alvarado-Ortiz, Fátima Andújar, Lucia Berrios, Miguel Echeverria, Eugenia Gil, Nahia Guibert, Fabiana Irias, Grethel Joyce, Valeria Lulli, Fabrizzio Montalbetti, and Valeria Pastor.
2024-2025 course groups
SCALPERS
- Sofia Iglesias Pinales
- Kimberly Dökel
- Alex De Wind
- Jimena Calderón (director)
- Mariana Sofia Paz
- Melissa Minaya
- Isabella Van Strahlen
- Carolina Perez-Bennett
- Andrea Yanguas
IRATI BARNEAN
- Begoña Acha
- Maria Lavin (director)
- Rocío Zapatero
- Jorge Gimeno
- Álvaro Usón
- Mencía Muro
- Hugo Cenzano
- Mayte Sibondo
- Pilar Amoretti
SCALPERS
- Ana María Molina (director)
- Andreina Garcia
- Ana Corina Valdez
- Andre Paquette
- Jorge Miranda
- Juliana Rucavado
- Maria Alfonso
- Begoña Iruretagoyena
- Paloma Fernandez
FLORETTE
- Irene Carrero
- Amaya Rosello
- Agustina Gaitan
- Carlota Sánchez (director)
- Teresa Carril
COCUUS
- Roberto Chevalier
- Sofia Smoke
- Nicole Flossbach
- Patrick Abrahamdirector)
- Adrian De Garcia
- Eduardo Cedeño
- Elena Camahort
- Zosia Janik
- Francisco José Vinuesa
IRATI BARNEAN
- Irene Llorente Garbayo
- Carlota Fortuny Ardanuy
- Ana Molinero Rojas (director)
- Marta Frias Asúa
- Marcos Giner
- Artura Vázquez Ramos
- Marina Martos
- María Lucía Sánchez
- Sofia Troconis
- María Merayo
LACTURALE
- Ander Gorostidi
- Hugo Manzanares
- Inés De La source
- Ángela Marín
- Irina Garcia
- Ana Lucia Gonzalez
- Aitana Muñoz
- Sara Palomera
- María Cortajarena
- Rosa Elias (director)
FLORETTE
- Angela Sanchez
- Mariana Pelaez
- Luciana Vernaza
- Luciana Molins
- Amelie Jouvin
- Gabriel Anyosadirector)
- Paula Gonzalez
- Merali Appenzauser
- Ignacio Bastida