Educational guide | ||||||||||||||||||||||||||||||||||||||||
IDENTIFYING DATA | 2020_21 | |||||||||||||||||||||||||||||||||||||||
Subject | CONSUMER ENGAGING COMMUNICATION | Code | 01728322 | |||||||||||||||||||||||||||||||||||||
Study programme |
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Descriptors | Credit. | Type | Year | Period | ||||||||||||||||||||||||||||||||||||
5 | Compulsory | Second | Second |
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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://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 |
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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 |
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 | |||
<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. & 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 |