Educational guide
IDENTIFYING DATA 2020_21
Subject BUSINESS COMMUNICATION POLICY Code 00512037
Study programme
0512 - GRADO EN COMERCIO INTERNACIONAL
Descriptors Credit. Type Year Period
6 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
 
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
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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