Learning objectives

Referring to knowledge Understand the characteristics and functions of the different communication tools available to the marketing manager: personal sales, advertising, sales promotion, direct marketing, and public relations. Understand how these tools contribute to an organisation’s communication strategy. Establish the keys to the design of a company’s marketing communication strategy for effective sales and business communication.   Referring to abilities, skills Learn how to prepare and implement a briefing for a communications campaign (from the perspective of the organisation commissioning the campaign). Develop the capacity to plan a communications campaign: including advertising, direct marketing, sales promotions, and public relations (from an agency perspective). Develop the capacity to evaluate the effectiveness of a communications campaign before and after its completion (creativity, accomplishment, suitability of the media, etc.).   Referring to attitudes, values and norms Develop attitudes that are consistent with the legal, ethical and deontological notions of marketing communications.

 

 

Teaching blocks

 

Communications and marketing

Advertising as a commercial communications tool

Other commercial communication tools

 

 

Teaching methods and general organization

 

To meet the course objectives, both theoretical and practical classes are taught, alongside activities that students are required to complete either inside or outside the classroom. On occasions, the class group is divided into smaller groups to complete practical exercises or participate in tutorials (alternating sessions). Exercises may also be completed via the Virtual Campus. These activities may be individual or group-based. Details about these sessions are announced in class in advance. The Virtual Campus is the platform where all course-related information is published (assessment rules, deadlines for submitting activities, etc.).

 

 

Official assessment of learning outcomes

 

Students are offered a choice of two modes of assessment: continuous or single. Continuous assessment Continuous assessment requires students to work consistently through the course material and submit assessed work throughout the semester. It includes a mid-term multiple-choice exam and a group practical project, submitting individual/group exercises as assigned, and sitting a final multiple-choice exam. The final grade is calculated as a weighted average of the following components: Group project: 10%. Mid-term exam:* 20%. Individual/group exercises: 10%. Final exam:* 60%. * The mid-term and final exams are multiple-choice tests. The mid-term exam takes place on the date published at the beginning of the course on the Virtual Campus and the final exam takes place on the official date designated for that purpose. Each exam has between 25 and 40 questions. Passing the mid-term exempts students from being re-assessed on this content in the final exam.   The final exam covers material not included in the mid-term and accounts for 60% of the overall grade. Correct answers on both multiple-choice exams score 1 point each, incorrect answers carry a penalty of -0.25 points, and unanswered questions do not affect the score, although only a maximum number of unanswered questions is permitted (specified in the exam instructions based on the number of questions). Students must score at least 3.5 out of 10 on both the mid-term and final exams for these results to be taken into consideration with the rest of their continuous assessment marks. Students who fail to complete the group project (10%) and the mid-term exam (20%) by the dates scheduled must opt for the single mode of assessment. Repeat assessment requires students to sit a multiple-choice exam of the same characteristics as that of the continuous mode, but equivalent to 100% of the final grade.   Examination-based assessment Single assessment consists of a multiple-choice test of between 25 and 40 questions covering all the course content. Correct answers score 1 point each, incorrect answers carry a penalty of -0.25 points, and unanswered questions do not affect the score, although only a maximum number of unanswered questions is permitted (specified in the exam instructions based on the number of questions). To pass, students must obtain a mark of at least 50%. For example, in a 30-question test, a total score of 15 points (accounting for correct and incorrect answers) is required to pass. Students need to have acquired a good understanding of the basic course bibliography to pass this exam.

Reading and study resources

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Book

GARCÍA UCEDA, M. Las claves de la publicidad. 7a. ed.  Madrid : ESIC, 2011

Catàleg UB  

KOTLER, PH. [et al.] Dirección de marketing. Madrid: Pearson educación, 2012

Catàleg UB  

LAMBIN, J.J.  Marketing estratégico.  Madrid: ESIC, 2003

Catàleg UB  

ORTEGA MARTÍNEZ, E.  La Comunicación publicitaria.  2a ed.  Madrid: Pirámide, 2004

Catàleg UB  

RODRÍGUEZ ARDURA, I.  Marketing.com y comercio electrónico en la sociedad de la información.  Madrid: Pirámide-ESIC, 2010

Catàleg UB  

RODRÍGUEZ ARDURA, I. (coord.)  Estrategias y técnicas de comunicación : una visión integrada en el marketing.  Barcelona : Editorial UOC, 2011

Catàleg UB  
Versió en línia (2014)  

SÁNCHEZ -BLANCO, Cristina. (Coord.). Planificación Estratégica. La relevancia del consumidor en comunicación comercial analizada por los planners. Ed. Universitas. 2011

Catàleg UB  

KOTLER, P. i KARTAJAYA, H., SETIAWAN, I., PALMA, F., 2018. Marketing 4.0 : transforma tu estrategia para atraer al consumidor digital. Primera edición. Madrid : LID Editorial Empresarial. ISBN 9788416894840.  

Versió en línia (2018)  

MATILLA, K., 2018. Cómo hacer un plan estratégico de comunicación. vol. I : un modelo de planificación estratégica, paso a paso. Barcelona : Editorial UOC. ISBN 84-9180-060-3.  

Web page

Estudio General de Medios (EGM). Audiències dels diferents mitjans de comunicació tradicionals. [en línia]. [Consulta: 15 de juny de 2017]. Disponible a: http://www.aimc.es

Associacions vinculades a la publicitat. Relació d’associacions. [en línia]. [Consulta: 15 de juny de 2017]. Disponible a: http://www.elpublicista.es/

Oficina para la justificación de la difusión (OJD). Difusió i tiratge de mitjans impresos i digitals. [en línia]. [Consulta: 15 de juny de 2017]. Disponible a: http://www.ojd.es

Asociación para la autorregulación de la comunicación comercial. Codi deontològic de la publicitat. [en línia]. [Consulta: 15 de juny de 2017]. Disponible a: http://www.autocontrol.es

Asociación española de marketing directo. Notícies i campanyes de màrqueting directe. [en línia]. [Consulta: 15 de juny de 2017]. Disponible a: https://www.adigital.org/

Anuncios. Revista de publicitat i anuncis en línia. [en línia]. [Consulta: 15 de juny de 2017]. Disponible a: http://www.anuncios.es