Educational guide
IDENTIFYING DATA 2020_21
Subject CONSUMER ENGAGING COMMUNICATION Code 01728322
Study programme
1728 - 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://www.embs.eu
General description 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
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
  A17245
  A17246
  A17247
  A17250
Type B Code Competences Transversal
  B3988
  B3989
  B3990
  B3991
  B3992
  B3993
  B3994
  B3995
  B3996
  B3997
  B3998
  B4000
  B4001
  B4003
  B4004
  B4005
  B4007
  B4008
  B4009
  B4011
  B4012 1728CTE12 Habilidad para la redacción de informes en las distintas áreas de dirección, así como documentos de trabajo
  B4018
  B4019
  B4020
  B4021
  B4022
  B4024
  B4025
  B4026
  B4027
  B5310
  B5311
  B5312
  B5313
  B5314
  B5315
  B5317
  B5321
  B5323
  B5324
  B5325
  B5326
  B5327
  B5328
  B5329
  B5330
  B5331
  B5332
Type C Code Competences Nuclear
  C1
  C2
  C3
  C4
  C5

Learning aims
Competences
To be able to identify and control the factors influencing the communication process A17238
A17240
A17246
B3989
B3990
B3992
B3995
B3996
B3997
B4000
B4007
B4011
B4012
B4018
B4020
B4027
B5310
B5313
B5325
C1
C2
C5
To know and be able to develop an advertising campaign A17237
A17238
A17240
A17241
A17245
A17246
A17247
A17250
B3988
B3989
B3990
B3991
B3992
B3993
B3995
B3997
B3998
B4001
B4003
B4004
B4005
B4009
B4011
B4018
B4020
B4021
B4024
B4025
B4026
B4027
B5310
B5311
B5312
B5313
B5315
B5317
B5323
B5325
B5328
B5329
B5330
B5331
B5332
C1
C2
C3
C5
To be able to develop a message to engage the consumer in a global and european context A17237
A17238
A17241
A17245
A17246
A17247
A17250
B3988
B3989
B3990
B3991
B3992
B3995
B3996
B3997
B4001
B4004
B4005
B4007
B4008
B4011
B4019
B4020
B4021
B4022
B4024
B4025
B4026
B4027
B5310
B5311
B5312
B5313
B5314
B5315
B5317
B5321
B5323
B5324
B5325
B5327
B5328
B5329
B5330
B5331
B5332
C1
C2
C3
C5
To be aware of the traditional and new communication techniques, as well as to apply them in the right situation A17237
A17241
A17245
A17246
A17247
A17250
B3990
B3991
B3992
B3993
B3995
B3996
B4004
B4005
B4008
B4009
B4011
B4018
B4019
B4020
B4021
B4022
B4024
B4027
B5310
B5311
B5313
B5314
B5315
B5325
B5327
B5328
B5329
B5330
B5331
B5332
C1
C2
To be able to present a creative idea and project A17237
A17241
A17245
A17246
A17247
A17250
B3988
B3989
B3990
B3991
B3992
B3994
B3995
B3996
B3997
B4001
B4004
B4007
B4008
B4009
B4018
B4019
B4020
B4021
B4024
B4027
B5312
B5314
B5315
B5317
B5323
B5325
B5326
B5328
B5329
B5330
B5331
B5332
C1
C2
C3
C4
C5

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
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 Exam 40%
Others Group work practices 60%
 
Other comments and second call
<p> The students will be evaluation through an individual assignment/exam (40%) and group work practices (60%) </p>

ADDENDUM
Contingency plan due to COVID-19 emergency conditions that prevents from presence based teaching
COVID-19 Teaching Guide Addendum Access Link


Sources of information
Access to Recommended Bibliography in the Catalog ULE

Basic O’Guinn, T. C., Allen, C. T., Semenik, R. J. &amp; Close, A. (2018), Advertising and Integrated Brand Promotion, Cengage Learning,
Andrews, J. C. &amp; Shimp, T. A. (2018), Advertising, Promotion and other Aspects of Integrated Marketing Communications, Cengage Learning,
Samovar, l. A., Porter, R. E., McDaniel, E. R. &amp; Roy, C. S. (2017), Communication Between Cultures, Cengage,
Kingsnorth, S. (2019), Digital Marketing Strategy. An Integrated Approach to Online Marketing, KoganPage,
Clow, K. E. &amp; Baack, D. (2018), Integrated Advertising, Promotion and Marketing Communications, Pearson Education Limited,
De Pelsmacker, P., Geuens, M. &amp; Van Den Bergh, J. (2018), Marketing Communications. A European Perspective, Pearson Education Limited,
Smith, P. R. &amp; Zook, Z. (2019), Marketing Communications. Offline and Online Integration, Engagement and Analytics, KoganPage,
Campbell, R., Martin, C. R. &amp; Fabos, B. (2017), Media &amp; Culture. Mass Communication in a Digital Age, Bedford St. Martin’s.,
Tuten, T. l. &amp; Solomon, M. R. (2018), Social Media Marketing, Sage,

Complementary Tracy L. Tuten, Miachel R. Solomon, Social Media Marketing, Sage, 2018,


Recommendations