Final Year Project

Coordination

• María Francisca Forga Martel

Objectives

The Final Degree Thesis is a subject of the last year of the Bachelor's studies, essential to obtain the Bachelor's degree. Compendium of the training acquired during the course of the Degree. It must allow the student to demonstrate the level of acquisition of the skills of the degree and of the principles that will underpin their future professional work.

The TFG aims to:
• that the student develops an unpublished work
• that the student consolidates knowledge received in the study plan
• that the student participates in situations specific to a professional activity

The TFG for the Degree in Marketing and Business Communication can be included in one of these areas:
• Professional: Design and/or implementation of a project in a professional field.
• Academic: Research projects that will include literature review, construction of the theoretical framework, hypothesis, empirical part (if applicable), discussion, results and conclusions.
• Innova: Generate a business idea and make it a reality.

Learning outcomes

• Formulate research questions, in a justified way, in the context of the discipline itself and synthesize and interpret the main information obtained.
• Appropriately uses existing sources and references to identify and formulate the problem.
• Integrates the different knowledge acquired for the development of marketing and communication plans.
• Creates and/or directs the staging of marketing proposals efficiently in both On and Of environments.
• Adequately communicates the results of the investigation, orally and in writing, through the drafting and defense of the project report/memory of the entire process.
• Apply your knowledge to solve problems in complex or professional and specialized work environments that require the use of creative and innovative ideas in marketing and communication.
• Communicates knowledge, methodology, ideas, problems and solutions to all types of audiences (specialized or not) in a clear and precise manner.
• Shows skills for critical reflection in the processes linked to the exercise of the profession.
• Apply proper research procedures in the development of training and professional activity.
• Shows an attitude of motivation and commitment to personal and professional improvement.
• Solves problems and situations specific to professional performance with enterprising and innovative attitudes.
• Evaluates professional practices in emerging and global contexts and proposes lines of intervention adjusted to the different realities.
• Carry out evaluation processes on one's own practice and that of others in a critical and responsible manner.
• Uses the audiovisual language and its different resources, to express and present content linked to the specific knowledge of the field.

Skills

General skills

• Be a skilled innovator and entrepreneur.
• Be able to analyze and summarize.
• Be able to communicate orally and in the languages of the community.
• Be able to engage in criticism and self-criticism.
• Be able to make reasoned and coherent presentations.
• Be able to organize and plan.
• Be able to put basic knowledge of the profession into practice.
• Be able to use information: seek, analyze, select, organize and exploit information effectively.
• Be able to work in a team and a multidisciplinary network.
• Be able to work in an international context.
• Be environmentally and socially aware at work.
• Be skilled at adapting to new situations.
• Be skilled in ICT use. Be an independent, competent operator in technological environments with specialized software.
• Have an ethical commitment at work, with respect for democratic principles and values.
• Have basic research skills.

Specific skills

• Be able to analyze and understand the operation of the market and its influence on the activities of a company.
• Be able to apply market research theory and instruments to implement business strategies.
• Be able to apply theoretical knowledge, skills and communication tools to create an integrated communication strategy for an organization.
• Be able to critically evaluate business situations, and manage an organization effectively and efficiently.
• Be able to define and implement strategies and business models with intensive ICT use, and in particular the internet, social networks and e-business systems.
• Be able to devise and deploy integrated marketing communication initiatives.
• Be able to devise and implement business initiatives in global markets.
• Be able to devise and implement integrated corporate communication plans.
• Be able to devise and implement integrated marketing plans.
• Be able to lead and manage processes of change in organizations, in particular in contexts of innovation and crisis.
• Be able to learn and apply knowledge and skills to strategic marketing management.
• Be able to manage business and corporate communication.
• Be able to plan decisions and product management for commercial distribution channels.
• Be able to plan sales activities focused on customers, and lead and manage sales teams.
• Be able to use theoretical knowledge, skills and appropriate tools in order to create brand value and corporate image value.
• Display leadership skills in strategic decision-making in general, and in marketing and communication, in particular.
• Understand and be able to convey the importance of an organization's approach to the market and customer relations.

Basic skills

• Students have developed the learning skills necessary to undertake further studies with a high degree of independent learning.

Core skills

• Become the protagonist of one's own learning process in order to achieve personal and professional growth and acquire all-round training for living and learning in a context of respect for linguistic, social, cultural, gender and economic diversity.
• Interact in international and worldwide contexts to identify needs and and new contexts for knowledge transfer to current and emerging fields of professional development, with the ability to adapt to and independently manage professional and research processes.
• Project the values of entrepreneurship and innovation in one's academic and professional career, through contact with a variety of practical contexts and motivation for professional development.

Content

The academic work of each degree will consist of writing a report with the following characteristics:
• The approximate length will be 16,000 words (appendices and bibliography not included), as long as the development of the work does not require another layout, after consultation with the tutor.
• Written in Catalan, Spanish or English.
• As a guide, the sections it will include are:
or Cover Author's name, title, tutor(s), degree, year of presentation.
o Executive summary (500 words maximum).
or Summary
o Body of work:
- Introduction.
- Targets.
- Theoretical framework.
- Methodology.
- Discussion or case study.
- Conclusions.
o Bibliography and webgraphy.
or Annexes

Evaluation

• The evaluation of the TFG is individual, that is to say, each student will have a mark, which may or may not be the same as the other members of the group.
• The preparation process, the presentation of the formal work and the public defense before the court will be evaluated.
• The panel will be made up of a minimum of 2 professors and/or professionals recognized in the sector, one of whom may be the thesis supervisor.
• If the TFG is assessed with a 9.0 or more, the court can propose that it be awarded the mention matriculation of honor.
• For the qualification of each of the parts that make up the evaluation, the court will use the Rubric for the defense of the TFG. This generic document will also remain available to the student.
• The tribunal completes a qualification sheet, which reports on the qualification awarded to each element of the assessment and on the final qualification and includes, where appropriate, the justified honors registration proposal. The sheet itself must include a section so that the members of the court, individually, can make the considerations they deem appropriate. All members of the panel must sign the rating sheet.

• The detection of plagiarism and/or any attempted fraud will result in a failing grade.

qualification
The TFG will be qualified as follows:

• In all cases:
o Preparation and follow-up process: 15% (of which 5% corresponds to the Library's training)
o Public defense: 25%.

• For academic works:
o Memory: 60%.

• For professional work and Innova:
o Research phase: 10%
o Establishing goals and objectives: 15%
o Establishing the strategy or strategies to follow: 10%
o Development of tactics, actions and events and/or media planning (if applicable): 10%
o Scheduling and budget breakdown: 10%
o Establishment of control and evaluation measures: 5%

Each member of the panel will make their assessment based on the faculty's rubric model and the final mark will be the corresponding average.

Methodology

There is an online application where most of the actions to be carried out during the TFG are registered. In each period, the student will be informed of how to proceed. Although the TFG process can be done in a group or collaboratively, all requirements arising from this application must be met individually.
In professional work, the indicative number of members, with the exception of ADE, will be 4.

• TFG proposal
o Prior to enrolment, the student must fill out the form corresponding to the online application.
o From the time the proposal process is activated until it is delivered, you can continue working on this form, until the final shipment is made.
o If the student is taking a route to obtain a mention, the subject of the TFG must be in the area of the route in which the student wants to obtain a mention.
o If applicable, the composition of the group must be stated in each individual proposal.
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• Resolution of the TFG proposal
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 Favorably accepted. You can proceed to the registration of the TFG.
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• Enrolment
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o This assignment can be consulted in the online application.

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Bibliography

Bibliography

• Coromina, E.; Casacuberta, X.; Quintana, D. (2000). El treball de recerca. Procés d'elaboració, memòria escrita, exposició oral i recursos. Eumo Editorial.
• Ferrer, V.; Carmona, M.; Soria, V. (2012). El trabajo de Fin de Grado. Guia para estudiantes, docentes y agentes colaboradores. McGraw Hill.
• Rigo, A.; Genescà, G. (2000). Tesis i Treballs. Aspectes formals. Eumo Editorial.
• Sancho, Jordi (2014). Com escriure i presentar el millor treball acadèmic: Guia pràctica per a estudiants i professors. Eumo Editorial.

Reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.