Marketing Plan with Sara Atienza
DATE
29.05.2026
The Director of Communication at FSA and the MArch Valencia school itself, Sara Atienza, has delivered a session within the MBA MArch Advanced master’s program in architecture, design, and business administration, focusing on the development of a comprehensive marketing plan specifically applied to the architecture and contemporary design sectors. In an increasingly competitive professional environment, the session covered the conceptual tools necessary to transform an emerging business idea into a solid and viable corporate structure. Through a rigorous methodological approach, students learned that a studio’s success depends not only on its design excellence but also on its ability to internally audit its strengths, precisely map the competitive environment, and objectively diagnose the dynamics of a globalized market.
The session delved into the importance of clearly defining the target audience and the ideal client profile, an indispensable prerequisite for establishing goals under the SMART methodology—specific, measurable, achievable, relevant, and time-bound. Building upon this analytical foundation, Sara Atienza guided the students through the design of corporate strategies that go beyond mere commercial transactions, placing the focus on creating brands with a strong foundational purpose capable of generating an emotional and identity-driven connection with their audience. To this end, the fundamentals of neuromarketing, architectural storytelling techniques, and the holistic management of Customer Experience were explored, framing design as a comprehensive service from the very first contact to post-delivery.
To consolidate these theoretical concepts, the class relied on the study and analysis of global success stories from firms such as Nike, Apple, and Airbnb. This allowed students to understand how leading brands manage to transcend the materiality of their products or services to sell, instead, lifestyles, values, and memorable experiences. By translating these lessons to the field of architecture, students saw how a design studio can construct its own unmistakable narrative, ensuring that its spaces and projects fulfill functional needs while simultaneously being perceived as a unique cultural and aspirational value.
On a more operational level, the presentation thoroughly analyzed the different stages of the conversion funnel, breaking down the journey a potential client takes from the initial discovery and attention-grabbing phase to final conversion. Special emphasis was also placed on the retention and loyalty phase, demonstrating how proper expectation management and impeccable service can transform a conventional client into an active promoter and brand ambassador. To efficiently activate this funnel, precision channels and tools within the digital marketing ecosystem were examined, such as professional social networks, automated email marketing campaigns, organic positioning, and hyper-targeted digital advertising.
This session within the training program has established itself as an indispensable lesson on differentiation and brand value in a market saturated with visual stimuli. The class made it clear that communicating architecture requires the same technical precision and creative sensitivity as designing it. By the end of the session, the student body gained a clear vision of how to articulate their own value proposition, understanding that strategic marketing is not an ancillary sales tool, but a fundamental discipline to guarantee the economic sustainability, cultural relevance, and permanence of a studio in today’s design industry.
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