Educational guide | ||||||||||||||||||||||||||||||||||||||||
IDENTIFYING DATA | 2017_18 | |||||||||||||||||||||||||||||||||||||||
Subject | CROSS-CULTURAL OBSTACLES | Code | 01728317 | |||||||||||||||||||||||||||||||||||||
Study programme |
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Descriptors | Credit. | Type | Year | Period | ||||||||||||||||||||||||||||||||||||
5 | Compulsory | Second | Second |
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Language | ||||||||||||||||||||||||||||||||||||||||
Prerequisites | ||||||||||||||||||||||||||||||||||||||||
Department | DIREC.Y ECONOMIA DE LA EMPRESA |
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Coordinador |
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mcrodsa@unileon.es jlvazb@unileon.es |
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Lecturers |
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Web | http:// | |||||||||||||||||||||||||||||||||||||||
General description | ||||||||||||||||||||||||||||||||||||||||
Tribunales de Revisión |
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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 |
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 |
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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 |