ECTS credits ECTS credits: 4.5
ECTS Hours Rules/Memories Student's work ECTS: 74.2 Hours of tutorials: 2.25 Expository Class: 18 Interactive Classroom: 18 Total: 112.45
Use languages Spanish, Galician
Type: Ordinary Degree Subject RD 1393/2007 - 822/2021
Departments: Organisation of Companies and Commercialisation
Areas: Marketing and Market Research
Center Faculty of Economics and Business Studies
Call: Second Semester
Teaching: With teaching
Enrolment: Enrollable
The objective of this course is to give to the student a comprehensive overview of the main decisions related to the marketing communication: integration in the marketing mix; legal context; formulation, implementation and control of advertising and sales promotion decisions on and off line.
Item 1. Marketing communication context and advertising planning
Item 2. Creativity and advertising design: The spot
Item 3. Advertising media on and offline
Item 4: Direct Marketing, Public Relations and Personal Sales
Basic:
Baak, C. (2010) Publicidad, promoción y comunicación integral en marketing, Pearson.
Complementary:
Alonso Coto, M (2008) El plan de marketing digital: Blended marketing como integración de acciones on y off line, Prentice Hall.
Arens, W.F. (2001) Publicidad, 7ª ed., MC Graw Hill, México.
Barrio, S. del (2002) Publicidad Comparativa, Pearson Educación, Madrid.
Beckwith, S.L. (2004) Planes Completos de Publicidad, Deusto, Barcelona.
Díez, E., Martín, E. y Sánchez, M.J. (2002) Planificación Publicitaria, Pirámide, Madrid.
Ocaña, F. (2003) Claves para hacer Equipo.: Cómo trabajar con Éxito en Publicidad, Ediciones B, Madrid.
Scott, D.M. (2013) The new rules of marketing and PR: How to use news releases, blogs, podcasting, viral marketing and on line media to reach buyers directly.
Tellis, G.J. y Redondo, I. (2001) Estrategias de Publicidad y Promoción, Addison Wesley, Madrid
Competencies of the Degree Program to which the Subject Contributes:
CB07- That students know how to apply the knowledge acquired and their ability to solve problems in new or unfamiliar environments within broader (or multidisciplinary) contexts related to their area of study.
CB08 - That students are capable of integrating knowledge and facing the complexity of formulating judgments based on incomplete or limited information, including reflections on the social and ethical responsibilities linked to the application of their knowledge and judgments.
CB09 - That students know how to communicate their conclusions—and the ultimate knowledge and reasons that support them—to specialized and non-specialized audiences in a clear and unambiguous manner.
CB10 - That students possess the learning skills that allow them to continue studying in a manner that will be largely self-directed or autonomous.
CG02 - Ability to have a strategic vision of business problems.
CG03 - Ability to apply the acquired knowledge to business reality.
CG04 - Ability to solve problems in new or unfamiliar environments.
CG05 - Ability to make management decisions in the general business environment and specifically within its various functional areas.
CG06 - Ability to communicate information, ideas, business management problems—whether generic or specific—and proposed solutions.
CG09 - Ability to identify, gather, and interpret relevant data on issues related to business management.
CG10 - Awareness of the social responsibility of the company.
CT02 - Capacity for critical reasoning.
CT03 - Capacity for analysis and synthesis.
CE02 - Knowledge of the implications of internationalization.
CE03 - Ability to understand markets and Marketing from a strategic perspective.
For the theoretical development of the course, the teaching approach covers different methodological alternatives and is also flexible: lecture combined with the analysis of articles, students’ exhibitions of theoretical aspects, critical comments, etc. The interactive sessions will deal with exercises and case studies.
Evaluation of this course will be based on an examination, the assessment of participation in both lectures and interactive sessions and the performance in the market research project.
Specifically, the course grade will be calculated by adding the following 2 ratings:
- Qualification obtained in an exam of theoretical content, which will contribute to 50% of the rating. The final exam will cover the entire program and include all material presented in class.
- Assessment of class participation throughout the course, which will contribute to 50% of the rating. Various exercises, case studies and other teaching materials will be assigned in class and will be collected by the teacher.
To pass the course it will be necessary (both in May and July) for the student to reach 40% of the possible score on the exam. Likewise, students must pass at least 75% of the tests proposed in the interactive sessions. In case of not reaching this percentage (75%), the final grade will solely be the mark obtained in the exam, which will be evaluated on 7 points scale, being necessary to obtain a 60% to pass the subject.
Following the Instruction Nº 1/2017 of Secretaría Xeral, students who are exempt from attendance in certain situations will be evaluated with a specific final exam (100%). Exemption from attendance must be authorized in advance by the university.
In cases of fraudulent performance of exercises or tests, the provisions of the Regulations for the evaluation of student academic performance and review of grades will apply.
Competencies evaluation:
Exam: CB1, CB2, , CG2, CT1, CT3, CT4, D1
Classwork: CB3, CB4, CG3, CT2, CT5, CT6, CT7, CT8, CT9, CT10
Recommended time for the overcoming of the subject is the following one:
- Hours of in-class sessions (theoretical, interactive and written tests): 45.
- Hours of individual work (study, development of autonomous work tasks): 67.5.
This way, the implied activities in the learning, development and study of the subject during the course, as well as of the different evaluation tasks, will imply a total of 112.5 hours of student dedication.
Maria Luisa Del Rio Araujo
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 881811634
- marisa.delrio [at] usc.es
- Category
- Professor: University Lecturer
Jose Ramon Porto Pedrido
- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- josera.porto [at] usc.es
- Category
- Professor: LOSU (Organic Law Of University System) Associate University Professor
| Tuesday | |||
|---|---|---|---|
| 13:00-14:00 | Grupo /CLE_01 | Spanish | Classroom 30 |
| Friday | |||
| 10:00-12:00 | Grupo /CLE_01 | Spanish | Classroom 30 |
| 05.22.2025 12:00-15:00 | Grupo /CLE_01 | Classroom A |
| 05.22.2025 12:00-15:00 | Grupo /CLIS_03 | Classroom A |
| 05.22.2025 12:00-15:00 | Grupo /CLIS_02 | Classroom A |
| 05.22.2025 12:00-15:00 | Grupo /CLIS_01 | Classroom A |
| 05.22.2025 12:00-15:00 | Grupo /CLIS_04 | Classroom A |
| 07.04.2025 16:00-19:00 | Grupo /CLIS_01 | Classroom B |
| 07.04.2025 16:00-19:00 | Grupo /CLIS_04 | Classroom B |
| 07.04.2025 16:00-19:00 | Grupo /CLE_01 | Classroom B |
| 07.04.2025 16:00-19:00 | Grupo /CLIS_03 | Classroom B |
| 07.04.2025 16:00-19:00 | Grupo /CLIS_02 | Classroom B |