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 Business Administration and Management
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 line and off line.
1.- Commercial communication context and advertising planning
2.- Creative process and advertising design: the spot
3.- Advertising meida on and offline
4.- Other forms of commercial communication: Personal Sales, 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.
BASIC AND GENERAL
CB1 - That students have demonstrated to possess and understand knowledge in an area of study that starts from the base of general secondary education, and is usually found at a level that, although supported by advanced textbooks, also includes some aspects involving knowledge from the cutting edge of your field of study
CB2 - That students know how to apply their knowledge to their work or vocation in a professional way and possess the competencies that are usually demonstrated through the development and defense of arguments and problem solving within their area of study
CB3 - That students have the ability to gather and interpret relevant data (usually within their study area) to make judgments that include a reflection on relevant issues of a social, scientific or ethical nature
CB4 - That students can transmit information, ideas, problems and solutions to both specialized and non-specialized audiences
CB5 - That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy
CG2 - Know how to develop and defend arguments on economic issues at a general level, as well as solve problems on these issues, making use of their knowledge of business reality, theories, models and their own scientific methods
CG3 - Know how to identify, gather and interpret relevant data on issues related to the business environment, incorporating the pertinent considerations on their social, scientific or ethical dimension in the preparation of judgments and proposals.
TRANSVERSAL
CT1 -Analysis and synthesis
CT2 -Organization and planning
CT3 -Oral and written communication
CT4 -Information management.
CT5 -Knowledge of information technology related to the field of study.
CT6 -Problem resolution.
CT7 -Decision making.
CT8 -Critical reasoning
CT9 -Autonomy in learning
CT10 -Teamwork
SPECIFIC
B3 - Commercial policy and strategy decisions: marketing mix, pricing policies, distribution, promotion and product policy
D3 - Assess the situation and foreseeable evolution of a company from relevant information records
D5 - Write global management projects or functional areas of the company
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.
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.
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.
Competencies evaluation:
Exam: CB1, CB2, CG2, CT1, CT3, CT4, D1
Classwork: CB3, CB4, CG3, CT2, CT5, CT6, CT7, CT8, CT9, CT10
The recommended time for passing the subject is as follows:
- Hours of face-to-face work in the classroom (expository, interactive, tutorials and exam): 45.
- Hours of autonomous work (autonomous study and preparation of activities): 67.5.
In this way, the activities involved in the learning, development and study of the subject during the course, as well as the different evaluation tests, involve a total of 112.5 hours of dedication by the student.
María Gómez Barreiro
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- maria.gomez [at] usc.es
- Category
- Professor: Temporary supply professor for Special Services and others
| Monday | |||
|---|---|---|---|
| 16:00-17:20 | Grupo /CLE_01 | Spanish | Classroom 4 |
| Friday | |||
| 12:00-13:20 | Grupo /CLIS_01 | Spanish | Classroom 4 |
| 06.02.2025 19:00-22:00 | Grupo /CLE_01 | Classroom 4 |
| 07.07.2025 19:00-22:00 | Grupo /CLE_01 | Classroom 4 |