Final Year Project

Coordination

• María Francisca Forga Martel

Sustainable Development Goals (SDG)

• 3. Good health and well-being
• 5. Gender equality
• 11. Sustainable cities and communities
• 12. Responsible consumption and production
• 16. Peace, justice and strong institutions

Objectives

The Final Degree Project is a subject in the last year of the Degree studies, essential to obtain the Degree title. It summarizes the training acquired during the Degree studies. It must allow the student to show the level of acquisition of the competences of the degree and 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• that the student develops an unpublished work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 curriculum
• that the student participates in situations specific to a professional activity

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

Competencies

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), provided that the development of the work does not require other layout, after consultation with the tutor.
• Written in Catalan, Spanish or English.
• As a guide, the sections it will include are:
o Cover page. Author's name, title, tutor/s, degree, year of presentation.
o Executive summary (500 words maximum).
or Summary.
o Body of work:
- Introduction.
- Objectives.
- Theoretical framework.
- Methodology.
- Discussion or case study.
- Conclusions.
o Bibliography and webography.
or Annexes.

Evaluation

• The evaluation of the TFG is individual, that is, each student will have a grade, which may or may not be the same as the rest of the group members.
• The development process, the presentation of the formal work and the public defense before a court will be evaluated.
• The panel will be made up of a minimum of 2 professors and/or recognized professionals in the sector, one of whom may be the thesis tutor.
• If the TFG is rated 9.0 or higher, the board may propose that the student be awarded the honors degree.
• For the grading of each of the parts that make up the evaluation, the board will use the Rubric for the defense of the TFG. This generic document will also remain available to the student.
• The board completes a grading sheet, which reports on the grade awarded to each element of the assessment and on the final grade and includes, if applicable, the justified proposal for honors enrollment. The same sheet must include a section so that the members of the board, individually, can make any considerations they deem appropriate. All members of the board must sign the grading sheet.

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

Qualification
The TFG will be graded as follows:

• In all cases:
o Development and monitoring process: 15% (of which 5% corresponds to Library training)
o Public defense: 25%.

• For academic work:
o Memory: 60%.

• For professionalizing and Innova work:
o Research phase: 10%
o Setting goals and objectives: 15%
o Establishment of the strategy or strategies to follow: 10%
o Development of tactics, actions and events and/or media planning (if applicable): 10%
o Scheduling and detailed budget: 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 grade 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 the requirements derived from this application must be fulfilled individually.
In professionalizing work, the approximate number of members, with the exception of ADE, will be 4.

• Final thesis proposal
o Prior to registration, the student must fill out the corresponding form in the online application.
o From the time the proposal process is activated until it is submitted, you can work on this form, until the final submission is made.
o If the student is taking a course to obtain a mention, the topic of the TFG must be within the scope of the course in which the student wants to obtain a mention.
o If applicable, the composition of the group must be stated in each individual proposal.
o The student is obliged to meet the deadlines established for sending the proposal. If they do not meet them, the center will not be able to guarantee its validation.

• Resolution of the TFG proposal
o The center will validate the proposal. Without this acceptance, enrollment will not be possible. This can be:
 Accepted favorably. You can proceed with the registration for the TFG.
 Accepted with modifications: the student will need to incorporate changes or improvements to the proposal once a tutor has been assigned. In this case, they will also be able to register for the TFG.
 Not accepted: in this case, it is necessary to revise considerably or make a second proposal or modify the present one. To this end, the center will give a new deadline.
o The student will be able to consult the online application.

• Registration
o During the registration period, as is done with any other subject and if the requirements set out in the UVic-UCC regulations are met, registration for the TFG may be carried out.

• Assignment of tutor/s
o The center will assign a tutor to each student/group of students.
o This assignment can be consulted in the online application.

• Development
o At the beginning of the subject, the tutor of each TFG will agree with the student/s on the procedure to be followed for their tutoring.
o The tutor will have the approval of the degree coordinators for the aspects previously discussed.
o If applicable, the corresponding section of the online application can be used.
o The Work may be carried out totally or partially outside of UVic-UCC, in companies or institutions with which there is a prior agreement.
In the event that the internship is conducted outside of UVic-UCC, the student will be assigned a tutor from the host institution and a tutor from UVic-UCC. If applicable, a confidentiality agreement will be signed between the company, the student and the professors involved in the tutoring and evaluation process.
o The tutor may determine a language for the report and defense of the TFG, in accordance with current legislation and the objectives and competencies of the degree. He or she may also offer the possibility of writing and defending the report in a language other than Catalan or Spanish if he or she guarantees that the report and its defense can be evaluated by evaluators competent in the corresponding language.
o If the student opts for the Business and Communication major, the report or part of it (Introduction, Objectives and Conclusions) and the defense must be written in English.

• Delivery
o Within the period indicated by the center, each student must formalize the submission of the TFG through the online application.
o In parallel and at the discretion of the TFG and/or degree coordinator, 3 printed and/or digital copies of each of the documents that make up the TFG will be delivered to the FEC secretariat.
o No modifications may be made to any part of the TFG beyond the deadline for its submission.

• Court assignment, date, time and location of the public defense
o The center will assign the courts that must evaluate each TFG, the day, time and place of the public defense and will communicate this through the application.

• Public presentation
o On the indicated day, time and place, the public defense of the TFG will be held before a court.

• Evaluation
o The TFG will be evaluated as indicated in point 8.
o At the end of the presentation and after the committee's deliberation, the result of the evaluation will be made known to the student.
o This evaluation will be incorporated by the Secretary of the court into the online application.

Bibliography

Key references

• 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.

Further reading

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