Educational guide
IDENTIFYING DATA 2017_18
Subject CROSS-CULTURAL OBSTACLES Code 01728317
Study programme
M.EUROPEO UNIVERSITARIO EN DIR. DE EMPRESAS
Descriptors Credit. Type Year Period
5 Compulsory Second Second
Language
Prerequisites
Department DIREC.Y ECONOMIA DE LA EMPRESA
Coordinador
RODRÍGUEZ SANTOS , MARÍA CARMEN
E-mail mcrodsa@unileon.es
jlvazb@unileon.es
Lecturers
RODRÍGUEZ SANTOS , MARÍA CARMEN
VÁZQUEZ BURGUETE , JOSÉ LUIS
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 GONZALEZ FERNANDEZ , ANA MARIA
Vocal DIREC.Y ECONOMIA DE LA EMPRESA MUÑIZ MARTINEZ , NORBERTO
Tribunal suplente
Cargo Departamento Profesor
Presidente DIREC.Y ECONOMIA DE LA EMPRESA FERNANDEZ GAGO , ROBERTO
Secretario DIREC.Y ECONOMIA DE LA EMPRESA SANCHEZ GONZALEZ , GLORIA
Vocal DIREC.Y ECONOMIA DE LA EMPRESA MARTINEZ CAMPILLO , ALMUDENA

Competencies
Type A Code Competences Specific
  A17237
  A17238
  A17240
  A17241
  A17243
  A17244
  A17245
  A17246
  A17247
  A17248
  A17249
  A17250
Type B Code Competences Transversal
  B4010
  B5310
  B5311
  B5312
  B5313
  B5314
  B5315
  B5316
  B5317
  B5321
  B5322
  B5323
  B5324
  B5325
  B5327
  B5328
  B5329
  B5330
  B5331
  B5332
  B5334
Type C Code Competences Nuclear
  C1
  C2
  C3

Learning aims
Competences
To be able to identify and control the factors influencing the communication process A17244
A17248
A17249
B5310
B5312
B5323
B5328
C1
To know and be able to develop an advertising campaign A17241
A17244
A17245
A17246
A17247
A17248
A17249
A17250
B4010
B5310
B5311
B5312
B5313
B5315
B5317
B5321
B5323
B5324
B5325
B5328
B5329
B5330
C1
To be able to develop a message to engage the consumer in a global and european context A17237
A17238
A17240
A17241
A17244
A17245
A17246
A17247
A17248
A17249
A17250
B4010
B5311
B5313
B5315
B5316
B5317
B5321
B5322
B5323
B5325
B5327
B5328
B5329
B5330
B5331
B5332
B5334
C1
C2
To be aware of the traditional and new communication techniques, as well as to apply them in the right situation A17237
A17240
A17241
A17245
A17246
A17247
A17248
A17249
A17250
B4010
B5310
B5311
B5312
B5313
B5315
B5316
B5317
B5321
B5322
B5323
B5325
B5328
B5329
B5330
B5331
B5332
B5334
C1
C2
To be able to present a creative idea and project A17241
A17243
A17244
A17245
A17247
A17250
B5310
B5311
B5313
B5314
B5317
B5321
B5322
B5323
B5324
B5325
B5328
B5329
B5331
B5332
B5334
C1
C2
C3

Contents
Topic Sub-topic
CHAPTER 1 INTEGRATED MARKETING COMMUNICATIONS CHAPTER 1 INTEGRATED MARKETING COMMUNICATIONS
1.1 How Marketing Communication Works
1.2 Integrated Marketing Communication across Cultures
1.3 Standardisation or Adaptation
1.4 The Integrated Communication Plan
CHAPTER 2 OBJECTIVES, TARGET AND BUDGET CHAPTER 2 OBJECTIVES, TARGET AND BUDGET
2.1 Marketing Communication Objectives
2.2 The Segmenting-Targeting-Positioning Framework
2.3 Budgeting for New Brands or Products
CHAPTER 3 ADVERTISING CHAPTER 3 ADVERTISING
3.1 Campaign Development
3.2 Message Strategy
3.3 Appeals
3.4 Media Planning
3.5 Advertising in a cross-Cultural Environment
CHAPTER 4 BRAND ACTIVATION CHAPTER 4 BRAND ACTIVATION
4.1 Trade Promotions
4.2 Sales Promotions
4.3 Point-of-purchase Communications
4.4 Brand Experience
CHAPTER 5 SOCIAL MEDIA CHAPTER 5 SOCIAL MEDIA
CHAPTER 6 SENSORY MARKETING CHAPTER 6 SENSORY MARKETING
CHAPTER 7 NEW MODELS OF ON-LINE COMMUNICATION CHAPTER 7 NEW MODELS OF ON-LINE COMMUNICATION
CHAPTER 8 GRAPHIC DESIGN CHAPTER 8 GRAPHIC DESIGN
CHAPTER 9 TRENDS CHAPTER 9 TRENDS

Planning
Methodologies  ::  Tests
  Class hours Hours outside the classroom Total hours
Case study 19 28.5 47.5
 
Presentations / expositions 7 7 14
Problem solving, classroom exercises 9 9 18
Personal tuition 9 0 9
 
Lecture 17 17 34
 
Mixed tests 4 0 4
 
(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies
Methodologies   ::  
  Description
Case study In the courses case studies will be used to put into practice the theoretical content
Presentations / expositions The students will present different assignments
Problem solving, classroom exercises During the course real examples will be explained and discussed
Personal tuition Tuition will be used to solve questions and support the learning of the student
Lecture In the course the theoretical content will be explained through lectures

Personalized attention
 
Description

Assessment
  Description Qualification
Mixed tests
 
Other comments and second call

The students will be evaluation through an individual assignment/exam (50%) and a group work (50%)


Sources of information
Access to Recommended Bibliography in the Catalog ULE

Basic Kenneth E. Clow, Donald Baack, Integrated Advertising, Promotion, and Marketing Communications, Pearson Education Limited, 2014,
Patrick De Pelsmacker, Maggie Geuens, Joeri Van Den Bergh, Marketing Communications. A European Perspective., Pearson Education Limited, Fifth Edition, 2013,

Complementary


Recommendations