Educational guide | ||||||||||||||||||||||||||||||||||||||||
IDENTIFYING DATA | 2024_25 | |||||||||||||||||||||||||||||||||||||||
Subject | BUSINESS COMMUNICATION POLICY | Code | 00512037 | |||||||||||||||||||||||||||||||||||||
Study programme |
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Descriptors | Credit. | Type | Year | Period | ||||||||||||||||||||||||||||||||||||
6 | Optional | First |
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Language |
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Prerequisites | ||||||||||||||||||||||||||||||||||||||||
Department | DIREC.Y ECONOMIA DE LA EMPRESA |
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Coordinador |
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pgutr@unileon.es rfuef@unileon.es |
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Lecturers |
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Web | http:// | |||||||||||||||||||||||||||||||||||||||
General description | The aim of this course is to learn how to apply different communication techniques: advertising, public relations, sales promotion, digital marketing and alternative marketing. | |||||||||||||||||||||||||||||||||||||||
Tribunales de Revisión |
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Competencias |
Code | |
A6650 | |
A6655 | |
A6658 | |
A6664 | |
A6666 | |
B787 | |
B788 | |
B789 | |
B791 | |
B796 | |
B798 | |
B799 | |
C4 | CMECES4 That students can transmit information, ideas, problems and solutions to both a specialised and non-specialised audience |
C5 | CMECES5 That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy |
Learning aims |
Competences | |||
To develop the knowledge to implement a business communication process | A6655 A6658 |
B787 B788 B789 |
C4 C5 |
To know how to apply the different techniques of commercial communication | A6650 A6664 A6666 |
B787 B788 B789 B791 B796 B798 B799 |
C4 C5 |
To make decisions about the communication mix of the company | A6664 A6666 |
B787 B788 B789 B791 B796 B798 B799 |
C4 C5 |
To be able to present a communication business project | A6664 |
B787 B788 B789 B791 B796 B798 B799 |
C4 C5 |
To develop professional communication skills | A6658 A6664 A6666 |
B787 B788 B789 B791 B796 B798 B799 |
C4 C5 |
To develop skills in an intercultural work context | A6658 A6664 A6666 |
B787 B788 B789 B791 B796 B798 B799 |
C4 C5 |
Contents |
Topic | Sub-topic |
PART I: THE IMC FUNDAMENTALS | Topic 1. Integrated Marketing Communications 1.1. The nature of Communication 1.2. Integrated Marketing Communications 1.3. Emerging Trends in Marketing Communications 1.4. Integrated Marketing Communications Components 1.5. The planning process of the Integrated Marketing Communication Program 1.6. International Implications |
PART II: IMC ADVERTISING TOOLS | Topic 2. Advertising design 2.1. Message Strategies 2.2. Types of Advertising Appeals 2.3. Executional Frameworks 2.4. Sources and Spokespersons 2.5. International implications Topic 3. Advertising campaign management 3.1. Advertising theory 3.2. The impact of advertising expenditures 3.3. In-house advertising department vs. external advertising agency 3.4. Roles of advertising personnel 3.5. Parameters of advertising campaigns 3.6. The creative briefing 3.7. International implications |
PART III: IMC PROMOTIONAL TOOLS | Topic 4. Public Relations 4.1. Public relations functions 4.2. Creation of activities for the promotion of positive corporate image Preventing or reducing damage to corporate image 4.4. 4.4. Sponsoring and marketing events 4.5. International implications Topic 5. Sales Promotions 5.1. Consumer promotions 5.2. Planning of consumer promotions 5.3. Trade promotions 5.4. International implications |
PART IV: DIGITAL, SOCIAL NETWORKS AND ALTERNATIVE MARKETING | Topic 6. Digital Marketing 6.1. Digital marketing 6.2. E-commerce 6.3. Mobile marketing 6.4. Digital strategies 6.5. Web advertising 6.6. Search engine optimization (SEO) 6.7. International implications Topic 7. Social Media 7.1. Social networks 7.2. Main social networking sites 7.3. Social network marketing 7.4. Social media marketing strategies 7.5. International implications Topic 8. Alternative Marketing 8.1. Alternative marketing programs 8.2. Product positioning and brand entertainment 8.3. Alternative media venues 8.4. Alternative in-store marketing 8.5. Brand communities 8.6. International implications |
Planning |
Methodologies :: Tests | |||||||||
Class hours | Hours outside the classroom | Total hours | |||||||
80 | 0 | 80 | |||||||
40 | 0 | 40 | |||||||
10 | 0 | 10 | |||||||
Personal tuition | 0 | 0 | 0 | ||||||
Forums of discussion | 12 | 0 | 12 | ||||||
Presentations / expositions | 5 | 0 | 5 | ||||||
Lecture | 0 | 0 | 0 | ||||||
3 | 0 | 3 | |||||||
(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. |
Methodologies |
Description | |
Personal tuition | Time that each teacher has to speak to pupils and resolve their doubts. |
Forums of discussion | Activity using ICTs to discuss subjects of current interest related to the academic and/or professional field. |
Presentations / expositions | Pupils make an oral presentation on a particular subject (previously presented in writing). |
Lecture | Description of the contents of the subject. |
Personalized attention |
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Assessment |
Description | Qualification | ||
Presentations / expositions | Two obligatory works will be developed: work on group and individual works. | 40% | |
Exam will be developed to evaluate the theoretical part. | 60% | ||
Other comments and second call | |||
<p>The students will be evaluated through two tests (theoretical part) (60%) and through different practical approaches (40%) along the course. To add the two marks, theoretical evaluatión (60%) and the obligatory work on group and the obligatory individual work (35%) should be passed with 5 out of 10 in each part. The student can retake in the second call the failed part.</p> |
Sources of information |
Access to Recommended Bibliography in the Catalog ULE |
Basic |
Kingsnorth, S., Digital Marketing Strategy. An Integrated Approach to Online Marketing, KoganPage, 2019 Clow, K. E. & Baack, D., Integrated Advertising, Promotion and Marketing Communications, Pearson Education Limited, 2022 Juska, J.M., Integrated marketing communication. Advertising and Promotion in a Digital World, Routledge, 2018 De Pelsmacker, P., Geuens, M. & Van Den Bergh, J., Marketing Communications. A European Perspective, Pearson Education Limited, 2018 |
Complementary |
O’Guinn, T. C., Allen, C. T., Semenik, R. J. & Close, A., Advertising and Integrated Brand Promotion, Cengage, 2018 Andrews, J. C. & Shimp, T. A., Advertising, Promotion and other Aspects of Integrated Marketing Communications, Cengage, 2018 Smith, P. R. & Zook, Z., Marketing Communications. Offline and Online Integration, Engagement and Analytics, KoganPage, 2019 Tracy Tuten, Michael Solomon, Social Media Marketing, Pearson, 2017 Kevin Keller, Tony Aperia, Mats Georgson, Strategic Brand Management. A European Perspective, Pearson, 2011 |
Recommendations |
Subjects that it is recommended to have taken before | ||
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