| Tribunal titular | ||
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| Cargo | Departamento | Profesor |
| Tribunal suplente | |||
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| Cargo | Departamento | Profesor | |
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Educational guide | |||||||||||||||||||||
| IDENTIFYING DATA | 2023_24 | |||||||||||||||||||||
| Subject | CROSS-CULTURAL OBSTACLES | Code | 01728317 | |||||||||||||||||||
| Study programme | ||||||||||||||||||||||
| Descriptors | Credit. | Type | Year | Period | ||||||||||||||||||
| 5 | Compulsory | Second | ||||||||||||||||||||
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| Prerequisites | ||||||||||||||||||||||
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| Web | http://www.embs.eu | |||||||||||||||||||||
| General description | ||||||||||||||||||||||
| Tribunales de Revisión |
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| Competencies |
| Type A | Code | Competences Specific |
| Type B | Code | Competences Transversal |
| 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 BRAND PROMOTION | CHAPTER 1 INTEGRATED BRAND PROMOTION |
| CHAPTER 2 AVERTISING 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 |
| 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 | Exam | 40% | |
| Others | Group work practices | 60% | |
| Other comments and second call | |||
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The students will be evaluation through an individual assignment/exam (40%) and group work practices (60%) |
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| Sources of information |
| Access to Recommended Bibliography in the Catalog ULE |
| Basic |
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, |
| Complementary |
Tracy L. Tuten, Miachel R. Solomon, Social Media Marketing, Sage, 2018, |
| Recommendations |