ECTS credits ECTS credits: 4.5
ECTS Hours Rules/Memories Student's work ECTS: 74.25 Hours of tutorials: 2.25 Expository Class: 18 Interactive Classroom: 18 Total: 112.5
Type: Ordinary Degree Subject RD 1393/2007 - 822/2021
Center Faculty of Business Administration and Management
Call: First Semester
Teaching: Sin Docencia (En Extinción)
Enrolment: No Matriculable (Sólo Planes en Extinción)
After the study of this subject, students should:
-Understanding the importance of commercial communication in a globalized economy characterized by oversupply.
-Evaluate the situation of the company and its environment and develop an integral communication strategy.
-Analyze and implement the integral elements of communication in companies.
Lesson 1. Commercial communication in the environment and advertising planning
Lesson 2. Creative process and advertising design: advertisement
Lesson 3. Advertising in conventional and online media
Lesson 4. Sale promotion
Lesson 5. Other forms of commercial communication: Sales force, public relations and direct marketing
Basic bibliography:
Baak, C. (2010) Publicidad, promoción y comunicación integral en marketing, Pearson.
Complementary bibliography:
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.
Basic and general
CB1. Students should be able to possess and to understand knowledge in an area of study that starts from the base of the general secondary education, and is usually found at a level that, although it relies on advanced textbooks, also includes some aspects that imply Knowledge from the vanguard of their field of study
CB2. Students should be able to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and problem solving within their area of study
CB3. Students should be able to have the capacity to gather and interpret relevant data (usually within their area of study) to make judgments that include a reflection on relevant social, scientific or ethical issues
CB4. Students should be able to transmit information, ideas, problems and solutions to a public both specialized and non-specialized
CB5. Students should have developed those learning skills necessary to undertake further studies with a high degree of autonomy
CG1. To efficiently and effectively exercise professional activity in the field of business management and commercial activity of SMEs
CG3 Understand processes and operations linked to the business of SMEs and their business activity in its different fields, applying suitable management tools
CG5. Communicate information, and express with fluency and correctness, using reasoning and critical ability, arguments, problems and proposals to solve business and commercial issues both to a specialized and non-specialized public, making use of verbal and written language, the media and new technologies of data presentation, information and knowledge
CG6. Develop the learning skills needed to continue their training with a high degree of autonomy throughout their professional life, as well as to undertake specialized studies in the different areas related to professional practice and personal development
CG9. To approach their professional activity from the respect and promotion of the fundamental rights of the people, with an ethical, global and multicultural vision, instilling democratic values, equal opportunities and respect for the plurality of ideas, people and situations.
Transversal
CT1. Ability to analyse and synthesize
CT3. Ability to manage time, prioritizing critical tasks and meeting deadlines
CT8. Ability to make decisions
CT9. Ability to perform critical reasoning
CT10. Ability for autonomous learning
CT11. Ability to teamwork
CT17. Have initiative, entrepreneurship, creativity and innovative capacity.
Specific
C2. Analyze the environment and adapt to diverse economic scenarios, national and international
C11. Implementing market-oriented management in the company
Esta materia forma parte de un grado en extinción.
Sin docencia.
El sistema de evaluación consistirá en una examen final que supondrá el 100% de la nota final.
Para los casos de realización fraudulenta de ejercicios o probas será de aplicación lo establecido en la "Normativa de avaliación do rendemento académico dos estudantes e de revisión das cualificacións".
Maria Belen Bande Vilela
- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 982824473
- belen.bande [at] usc.es
- Category
- Professor: University Professor
| 01.22.2024 12:00-15:00 | Grupo de examen | Seminar 3 |
| 06.26.2024 12:00-15:00 | Grupo de examen | Seminar 3 |