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Guia docente | |||||||||||||||||||||
| DATOS IDENTIFICATIVOS | 2023_24 | |||||||||||||||||||||
| Asignatura | CROSS-CULTURAL OBSTACLES | Código | 01728317 | |||||||||||||||||||
| Enseñanza | ||||||||||||||||||||||
| Descriptores | Cr.totales | Tipo | Curso | Semestre | ||||||||||||||||||
| 5 | Obligatoria | Segundo | ||||||||||||||||||||
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| Responsable | Correo-e | |||||||||||||||||||||
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| Web | http://www.embs.eu | |||||||||||||||||||||
| Descripción general | The main objectives of this course are: • To understand the Integrated Marketing Communication • To integrate the communication mix in the Marketing Plan and to develop the communication strategy • To develop an integrated marketing communication • To design the more efficient communication actions for specific context-situations • To identify and analyze the factors influencing the communication process • To understand the influence of the culture, being able to adapt the communication to those differences | |||||||||||||||||||||
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| Competencias |
| Tipo A | Código | Competencias Específicas |
| Tipo B | Código | Competencias Generales y Transversales |
| Tipo C | Código | Competencias Básicas |
| C1 | Que los estudiantes sepan aplicar los conocimientos adquiridos y su capacidad de resolución de problemas en entornos nuevos o poco conocidos dentro de contextos más amplios (o multidisciplinares) relacionados con su área de estudio. | |
| C2 | Que los estudiantes sean capaces de integrar conocimientos y enfrentarse a la complejidad de formular juicios a partir de una información que, siendo incompleta o limitada, incluya reflexiones sobre las responsabilidades sociales y éticas vinculadas a la aplicación de sus conocimientos y juicios. | |
| C3 | Que los estudiantes sepan comunicar sus conclusiones (y los conocimientos y razones últimas que las sustentan) a públicos especializados y no especializados de un modo claro y sin ambigüedades. |
| Resultados de aprendizaje |
| Resultados | Competencias | ||
| 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 |
| Contenidos |
| Bloque | Tema |
| CHAPTER 1 INTEGRATED BRAND PROMOTION | CHAPTER 1 INTEGRATED BRAND PROMOTION |
| CHAPTER 2 ADVERTISING AND BRAND ACTIVATION | CHAPTER 2 ADVERTISING AND BRAND ACTIVATION |
| CHAPTER 3 MESSAGE DEVELOPMENT | CHAPTER 3 MESSAGE DEVELOPMENT |
| CHAPTER 4 CONTENT MARKETING | CHAPTER 4 CONTENT MARKETING |
| CHAPTER 5 SOCIAL MEDIA | CHAPTER 5 SOCIAL MEDIA |
| CHAPTER 6 ON LINE COMMUNICATION | CHAPTER 6 ON LINE COMMUNICATION |
| Planificación |
| Metodologías :: Pruebas | |||||||||
| Horas en clase | Horas fuera de clase | Horas totales | |||||||
| Estudio de caso | 19 | 28.5 | 47.5 | ||||||
| Presentaciones/exposiciones | 7 | 7 | 14 | ||||||
| Resolución de problemas/ejercicios en el aula ordinaria | 9 | 9 | 18 | ||||||
| Tutorías | 9 | 0 | 9 | ||||||
| Sesión Magistral | 17 | 17 | 34 | ||||||
| Pruebas mixtas | 4 | 0 | 4 | ||||||
| (*)Los datos que aparecen en la tabla de planificación són de carácter orientativo, considerando la heterogeneidad de los alumnos | |||||||||
| Metodologías |
| descripción | |
| Estudio de caso | In the courses case studies will be used to put into practice the theoretical content |
| Presentaciones/exposiciones | The students will present different assignments |
| Resolución de problemas/ejercicios en el aula ordinaria | During the course real examples will be explained and discussed |
| Tutorías | Tuition will be used to solve questions and support the learning of the student |
| Sesión Magistral | In the course the theoretical content will be explained through lectures |
| Tutorías |
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| Evaluación |
| descripción | calificación | ||
| Pruebas mixtas | Exam | 40% | |
| Otros | Group work practices | 60% | |
| Otros comentarios y segunda convocatoria | |||
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The students will be evaluation through an individual assignment/exam (40%) and group work practices (60%) |
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| Fuentes de información |
| Acceso a la Lista de lecturas de la asignatura |
| Básica |
O’Guinn, T. C., Allen, C. T., Semenik, R. J. & Close, A. (2018), Advertising and Integrated Brand Promotion, Cengage Learning,
Andrews, J. C. & Shimp, T. A. (2018), Advertising, Promotion and other Aspects of Integrated Marketing Communications, Cengage Learning,
Samovar, l. A., Porter, R. E., McDaniel, E. R. & Roy, C. S. (2017), Communication Between Cultures, Cengage,
Kingsnorth, S. (2019), Digital Marketing Strategy. An Integrated Approach to Online Marketing, KoganPage,
Clow, K. E. & Baack, D. (2018), Integrated Advertising, Promotion and Marketing Communications, Pearson Education Limited,
De Pelsmacker, P., Geuens, M. & Van Den Bergh, J. (2018), Marketing Communications. A European Perspective, Pearson Education Limited,
Smith, P. R. & Zook, Z. (2019), Marketing Communications. Offline and Online Integration, Engagement and Analytics, KoganPage,
Campbell, R., Martin, C. R. & Fabos, B. (2017), Media & Culture. Mass Communication in a Digital Age, Bedford St. Martin’s.,
Tuten, T. l. & Solomon, M. R. (2018), Social Media Marketing, Sage, |
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| Complementaria |
Tracy L. Tuten, Miachel R. Solomon, Social Media Marketing, Sage, 2018, |
| Recomendaciones |