Educational guide

IDENTIFYING DATA

2020_21

Subject

BUSINESS COMMUNICATION POLICY

Code

00512037

Study programme

0512 - GRADO EN COMERCIO INTERNACIONAL

Descriptors

Credit.

Type

Year

Period

Optional

First

Language

Prerequisites

Department

DIREC.Y ECONOMIA DE LA EMPRESA

Coordinador

FUENTES FERNANDEZ , ROSANA

E-mail

rfuef@unileon.es
jcenm@unileon.es

Lecturers

CENTENO MIELGO , JOSE MARIO

FUENTES FERNANDEZ , ROSANA

Web

http://

General description

Tribunales de Revisión

Tribunal titular
Cargo	Departamento	Profesor
Presidente	DIREC.Y ECONOMIA DE LA EMPRESA	CERVANTES BLANCO , MIGUEL FRANCISCO
Secretario	DIREC.Y ECONOMIA DE LA EMPRESA	GUTIERREZ RODRIGUEZ , PABLO
Vocal	DIREC.Y ECONOMIA DE LA EMPRESA	MUÑIZ MARTINEZ , NORBERTO

Tribunal suplente
Cargo	Departamento	Profesor
Presidente	DIREC.Y ECONOMIA DE LA EMPRESA	PLACER GALAN , JOSE LUIS
Secretario	DIREC.Y ECONOMIA DE LA EMPRESA	VAZQUEZ BURGUETE , JOSE LUIS
Vocal	DIREC.Y ECONOMIA DE LA EMPRESA	SULE ALONSO , MARIA ARANZAZU

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
Marketing Communications	1. Introduction to Marketing Communications 1.1. Communication Process 1.2. Integrated Marketing Communications 1.3. New Communication Techniques
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
Promotion	4. Promotion 4.1. Objectives and Targets 4.2. Trade Promotions 4.3. Consumer Promotions
Public Relations	5. Public Relations 5.1. Definition 5.2. Process of Public Relations 5.3. Advantages and Disadvantages of PR
Personal Selling	6. Personal Selling 6.1. Definition 6.2. Nature of Personal Selling 6.3. Advantages and Disadvantages of Personal Selling
Corporate Visual Identity	7. Corporate Visual Identity 7.1. Definition 7.2. Basic Elements 7.3. Corporate Visual Identity Strategies
Internet and interactive media
Other Communication Topics

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
Presentations / expositions	20	0	20

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

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
Presentations / expositions	Pupils make an oral presentation on a particular subject (previously presented in writing).
Lecture	Magistral sessions will be developed, providing examples to clarify the concepts

Personalized attention

Personal tuition

Description

Tutorials will be developed to clarify and assure the understanding of the concepts

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

ADDENDUM

Contingency plan due to COVID-19 emergency conditions that prevents from presence based teaching

COVID-19 Teaching Guide Addendum Access Link

Sources of information

Access to Recommended Bibliography in the Catalog ULE

Basic	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 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. , 2018 De Pelsmacker, P., Geuens, M. & Van Den Bergh, J. , Marketing Communications. A European Perspective, Pearson Education Limited, 2018 Smith, P. R. & Zook, Z. , Marketing Communications. Offline and Online Integration, Engagement and Analytics, KoganPage, 2019

Complementary	Tracy Tuten, Michael Solomon, Social Media Marketing, Pearson, 2017 Kevin Keller, Tony Aperia, Mats Georgson, Strategic Brand Management. A European Perspective, Pearson, 2011

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