Educational guide

IDENTIFYING DATA

2022_23

Subject

BUSINESS COMMUNICATION POLICY

Code

00512037

Study programme

0512 - GRADO EN COMERCIO INTERNACIONAL

Descriptors

Credit.

Type

Year

Period

Optional

First

Language

Ingles

Prerequisites

Department

DIREC.Y ECONOMIA DE LA EMPRESA

Coordinador

FUENTES FERNANDEZ , ROSANA

E-mail

rfuef@unileon.es
mcrodsa@unileon.es

Lecturers

RODRÍGUEZ SANTOS , MARÍA CARMEN

FUENTES FERNANDEZ , ROSANA

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

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
PART I: THE IMC FOUNDATION	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. International Implications
PART II: IMC ADVERTISING TOOLS	Topic 2. Advertising campaign management 2.1. Roles of advertising personnel 2.2. Advertising campaign parameters 2.3. The creative brief 2.4. International implications Topic 3. Advertising design 3.1. Message Strategies 3.2. Types of Advertising Appeals 3.3. Executional Frameworks 3.4. Sources and Spokespersons 3.5. International implications
PART III: IMC PROMOTIONAL TOOLS	Topic 4. Public Relations 4.1. Public Relations Functions 4.2. Creating Positive Image-Building activities 4.3. Preventing or Reducing Image Damage 4.4. International implications Topic 5. Sales Promotions 5.1. Consumer promotions vs Trade promotions 5.2. Consumer promotions 5.3. Trade promotions 5.4. International implications
PART IV: DIGITAL AND ALTERNATIVE MARKETING	Topic 6. Digital Marketing 6.1. Web 4.0 6.2. E-Commerce 6.3. Mobile marketing 6.4. Digital strategies 6.5. International implications Topic 7. Alternative Marketing 7.1. Alternative marketing programs 7.2. Product placement and branded entertainment 7.3. Alternative media venues 7.4. Brand communities 7.5. 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

Objective multiple-choice tests	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

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

Personal tuition

Description

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

Assessment

	Description	Qualification
Forums of discussion	Participation at class and mini study cases will be important.	5%
Presentations / expositions	Two obligatory works will be developed: one obligatory work on group and one obligatory individual work.	35%
Objective multiple-choice tests	Two obligatory tests will be developed to evaluate the theoretical part.	60%

Other comments and second call
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.

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, 2018 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

INTERNATIONAL MARKETING / 00512013