Marketing Plan Session with Sara Atienza: From Strategy to Action
DATE
16.07.2025
In this session, students learned how to develop a complete marketing plan tailored to the design and architecture sector.
Starting from a business idea, they worked through internal analysis and competitive environment evaluation to defining the target audience, setting SMART goals, and outlining the overall strategy.
The class focused on how to create a brand that connects emotionally, using tools such as storytelling, neuromarketing, and customer experience management. Real case studies of brands like Nike, Apple, and Airbnb were analyzed to understand how they turn products into memorable experiences.
The session also delved into the stages of the conversion funnel (from capturing attention to turning clients into brand advocates) and explored key channels such as digital marketing, social media, email marketing, and targeted advertising.
A class that not only explains how to attract clients, but also how to build a purpose-driven and differentiated brand in an oversaturated market.
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