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CB2. That students know how 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 the resolution of problems within their area of study. .
CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.
CE1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.
CE2. Apply the principles of marketing and market research
CE4. Analyze and evaluate strategies for developing, launching and positioning new products, as well as making decisions regarding the variable of the product, price, distribution and communication.
CE3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.
CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.
CG2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.
CG3. Integrate the values of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Marketing and Digital Communities contribute to training citizens for a a just, democratic society based on a culture of dialogue and peace.
CT1. Communicate properly orally and in writing in the two official languages of Catalonia.
CT4. Master computer tools and their main applications for ordinary academic and professional activity.
The objective of this subject is for the student to learn how to design the communication strategy through marketing actions. The management of Push and Pull strategies, and the tools to carry out advertising and promotion strategies for products and brands.
Know and be able to develop the Corporate Integrated Communication process and the development of a Marketing Campaign for a brand (chosen by the students).
MD1.Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject
MD2. Lectures: Face-to-face or streaming sessions, both in university classrooms and in the framework of another institution, in which one or more specialists present their experiences or projects to students.
MD3. Presentations: Multimedia formats that support face-to-face classes
MD5. Seminars: Face-to-face format in small work groups (between 14 and 40). These are sessions linked to the face-to-face sessions of the subject that allow to offer a practical perspective of the subject and in which the participation of the student is key.
MD6. Debates and forums: Face-to-face or online conversations, according to the objectives that the teacher responsible for the subject pursues.
MD7. Case study: Dynamics that starts from the study of a case, which serves to contextualize the student in a specific situation, the teacher can propose different activities, both individually and in groups, among their students
MD9. Solving exercises and problems: Non-contact activity dedicated to solving practical exercises based on the data provided by the teacher
Topic 1: Development of an effective Communication
Topic 2: The Marketing Campaign
Item 3. The Communication Mix
Topic 4: Strategies Pullover
Topic 5: Communication according to the product life cycle
Item 6: Choice of media
Topic 7: Strategies Push
Topic 8: Creative Techniques
Item 9: PR, Sponsorships, Institutional Communication
AF1. Theoretical sessions
AF3. Work in group
AF4. Individual work
AF5. Personal study
AF7. Face-to-face tutorials
SE1. Participation in the activities proposed in the classroom (20%)
SE2. Final group project with partial deliveries (50%)
SE4. Final exam (30%)
The final exam must be taken to count the rest of the assessment and obtain a grade greater than or equal to 5/10 to pass the course.
Recovery: For those who have failed the final exam, they will have the option to take a resit exam during the last week of the term. The grade accumulated in the continuous assessment will be saved and will also be counted for the resit exam.
Pintado Blanco, Teresa; Sánchez Herrera, Joaquín (2010); New trends in communication; 1st ed. ESIC Editorial
Schnard A, Schnard D. (2010); Marketing for entrepreneurs; ECO EDITIONS; Colombia
Carlos Bravo (2013) Guerrilla marketing for brave entrepreneurs. Sphere Books Editorial
Martin Lindstrom (2008) Buyology: truths and lies about why we buy. Ediciones Gestión 2000
Roberto Álvarez (2011) Neuromarketing. Ed. Pearson Education
Williams, Eliza (2010) The new advertising. The best campaigns in the Internet age. Editorial GG
Repilla, I (2019) "The Ally". Ed. Seix Barral