| Center |
| Faculty of Economics |
| Departament |
| Marketing and Market Research |
| Lecturers in charge |
| Sin datos cargados |
| Met. Docent |
| Theory class attendance and participation in practical classes. Completion of a communication campaign. |
| Met. Avaluació |
| Final examination and project work |
| Bibliografia |
| - ROYO (2002): COMUNICACIÓN PUBLICITARIA. UN ENFOQUE INTEGRADO Y DE DIRECCIÓN. MINERVA EDICIONES, MADRID. - BIGNÉ (2003): PROMOCIÓN COMERCIAL. ESIC, MADRID - RODRÍGUEZ DEL BOSQUE, I; DE LA BALLINA, J. Y SANTOS, L. (1998). COMUNICACIÓN COMERCIAL: CONCEPTOS Y APLICACIONES. CIVITAS: MADRID. SEGUNDA EDICIÓN. |
| Continguts |
| TO UNDERSTAND THE NEED FOR PLANNING AND ADMINISTRATION OF DIFFERENT COMMUNICATION TOOLS TO ACHIEVE COHERENCE AND INTEGRATION WITH GLOBAL MARKETING STRATEGY. FIRST PART: BUSINESS AND MARKETING COMMUNICATION Topic 1. - COMMUNICATION IN MARKETING SECOND PART: ADVERTISING Topic 2. - NATURE AND SCOPE OF ADVERTISING Topic 3. - ENVIRONMENT OF ADVERTISING Topic 4. - OBJECTIVES AND ADVERTISING BUDGET Topic 5. - ADVERTISING MESSAGE: CONTENT AND CODE Topic 6. - MEDIA PLANNING: THE DIFFUSION OF THE MESSAGE THIRD PART: OTHER COMMUNICATION TOOLS Topic 7. - SALES PROMOTION Topic 8. - PUBLIC RELATIONS Topic 9. - INTERACTIVE COMMUNICATION: DIRECT MARKETING AND INTERNET Topic 10. - SPONSORSHIP,FAIRS AND COMMERCIAL EXHIBITIONS |
| Objetius |
| URL de Fitxa |