Educational guide | ||||||||||||||||||||||||||||||||||||||||
IDENTIFYING DATA | 2018_19 | |||||||||||||||||||||||||||||||||||||||
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 | ||||||||||||||||||||||||||||||||||||||||
Prerequisites | ||||||||||||||||||||||||||||||||||||||||
Department | DIREC.Y ECONOMIA DE LA EMPRESA |
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Coordinador |
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scabm@unileon.es mcrodsa@unileon.es |
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Lecturers |
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Web | http:// | |||||||||||||||||||||||||||||||||||||||
General description | ||||||||||||||||||||||||||||||||||||||||
Tribunales de Revisión |
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Competencias |
Code | |
A6650 | |
A6655 | |
A6658 | |
A6664 | |
A6666 | |
B787 | |
B788 | |
B789 | |
B791 | |
B796 | |
B798 | |
B799 | |
C4 | |
C5 |
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 |
I. Marketing Communications | 1. Introduction to Marketing Communications 1.1. Communication Process 1.2. Integrated Marketing Communications 1.3. New Communication Techniques |
II. Advertising | 2. Advertising 2.1. Advertising Process 2.2. Objectives 2.3. Advertising Strategy 3. Message 3.1. Types of Messages 3.2. Message Strategy 3.3. Message Development |
III. Promotion | 4. Promotion 4.1. Objectives and Targets 4.2. Trade Promotions 4.3. Consumer Promotions |
IV. Public Relations | 5. Public Relations 5.1. Definition 5.2. Process of Public Relations 5.3. Advantages and Disadvantages of PR |
V. Personal Selling | 6. Personal Selling 6.1. Definition 6.2. Nature of Personal Selling 6.3. Advantages and Disadvantages of Personal Selling |
VI. Corporate Visual Identity | 7. Corporate Visual Identity 7.1. Definition 7.2. Basic Elements 7.3. Corporate Visual Identity Strategies |
VII. Other Communication Topics | 8. Other Communication Topics 8.1. Direct Marketing 8.2. Internet and Interactive Media 8.3. Packaging and Point-of-Purchase Communications |
Planning |
Methodologies :: Tests | |||||||||
Class hours | Hours outside the classroom | Total hours | |||||||
Problem solving, classroom exercises | 9 | 0 | 9 | ||||||
Case study | 9 | 0 | 9 | ||||||
Assignments | 22 | 0 | 22 | ||||||
Presentations / expositions | 6 | 0 | 6 | ||||||
Personal tuition | 25 | 0 | 25 | ||||||
Lecture | 68 | 0 | 68 | ||||||
Mixed tests | 11 | 0 | 11 | ||||||
(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. |
Methodologies |
Description | |
Problem solving, classroom exercises | Examples will be provided and marketing problems solved during the course in order to clarify the concepts |
Case study | Actual cases will be developed along the course |
Assignments | The students will have to to work on practical cases applying the concepts taught in the sessions |
Presentations / expositions | The students will present the practical work |
Personal tuition | Tutorials will be developed to clarify and assure the understanding of the concepts |
Lecture | Magistral sessions will be developed, providing examples to clarify the concepts |
Personalized attention |
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Assessment |
Description | Qualification | ||
Mixed tests | A written exam will be developed to evaluate the theoretical part (60%) and the continuos practical work will also be added to the theoretical part (40%) | 100% | |
Other comments and second call | |||
Sources of information |
Access to Recommended Bibliography in the Catalog ULE |
Basic |
Chris Fill, Graham Hughes, Scott de Francesco, Advertising (2013), Pearson, George E. Belch, Michael A. Belch, Advertising and Promotion (2012), McGraw-Hill, Terence A. Shrimp, J. Craig Andrews, Advertising, Promotion, and other aspects of Integrated Marketing Communications(2013), South-Western Cengage Learning, Kenneth E. Clow, Donald Baack, Integrated Advertisging, Promotion, and Marketing Communications (2014), Pearson, Patrick De Pelsmacker, Maggie Gevens, Joeri Van Den Bergh, Marketing Communications( 2013), Pearson, |
Complementary |
Tracy Tuten, Michael Solomon, Social Media Marketing, Pearson, Kevin Keller, Tony Aperia, Mats Georgson, Strategic Brand Management. A European Perspective, Pearson, |
Recommendations |