| Center |
| Faculty of Economics |
| Departament |
| Marketing and Market Research |
| Lecturers in charge |
| Sin datos cargados |
| Met. Docent |
| Attendance in theory classes and participation in practical classes, also the completion of a communication campaign. Coordinator;: MARÍA JOSÉ MIQUEL ROMERO |
| 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 NECESSITY OF PLANNING AND MANAGEMENT OF DIFFERENT TOOLS OF COMMUNICATION TO ACHIEVE COHERENCE AND INTEGRATION WITH THE GLOBAL MARKETING STRATEGY. Topic 1. - COMMUNICATION IN MARKETING Topic 2. - ADVERTISING NATURE AND SCOPE Topic 3. - ADVERTISING ENVIRONMENT Topic 4. - ADVERTISING TARGETS AND BUDGET Topic 5. - ADVERTISING MESSAGE: CONTENT AND CODE Topic 6. - MEDIA AND SUPPORTS PLANNING: DISSEMINATION OF THE MESSAGE Topic 7. - SALE PROMOTION NATURE, PLANNING AND CONTROL Topic 8. - SALE PROMOTION TECHNIQUES VARIABLES OF COMMERCIAL COMMUNICATION Topic 9. - PUBLIC RELATIONS Topic 10. - SPONSORSHIP,FAIRS AND COMMERCIAL EXHIBITIONS Topic 11. - INTERACTIVE COMMUNICATION: DIRECT MARKETING AND INTERNET FOR MORE INFORMATION REFER TO THE WEBPAGE OF THE FACULTY OF (STUDIES, PROGRAMS) |