Syllabus query

Academic Year/course: 2017/18

555 - Master's in Management, Strategy and Marketing

61759 - Below the line marketing communications

Syllabus Information

Academic Year:
61759 - Below the line marketing communications
Faculty / School:
109 - Facultad de Economía y Empresa
555 - Master's in Management, Strategy and Marketing
Second semester
Subject Type:

5.1. Methodological overview

The learning process that has been designed for this course is based on the following activities:

  • Lectures: introduction of the theoretical concepts of the course. In this sessions students are expected to participe, which will encourage the discussion and critical analysis of the concepts and research presented in the class.

  • Analysis and discussion of research papers related to the course: instructors will select several research papers and students will prepare and present summaries of these papers including the possible limitations of the articles.

  • Elaboration and presentation of a research project: students, organised in groups, will prepare and present a research project based on experimentation. They will have to define the objectives of the project, design and develop the research pretests, as well as explain how they would carry out the research.

5.2. Learning tasks

The course includes the following learning tasks: 

  • Lectures and discussion of the contents

  • Discussion of research papers

  • Elaboration and presentation of projects

5.3. Syllabus


The course will address the following topics:


Topic 1. Marketing communication:

         Marketing communication mix

         Relevance of below-the-line communications

         Research about below-the-line communications

         Methods used in research about below-the-line communications

Topic 2. The use of below-the-line communications tools in brand management

Topic 3. Below-the-line communications tools: sales promotions, cause-related marketing, sponsorship, and public relations.

Below-the-line communications: consumer response models

Relevant variables in the design of below-the-line communications campaigns

Evaluation models

Topic 4. Below-the-line communications: new trends

5.4. Course planning and calendar

This course has 3 ECTS credits. Sessions will be distributed as follows:

1 session: presentation and introduction to the course: 2 hours

14 theoretical-practical sessions: 28 hours.

It is expected that students spend time outside the classes reviewing the contents of the course, working on the research papers and the research project. Student workload is equivalent to 75 working hours.

The timetable of sessions will be announced on the Faculty website. Presentation dates will be announced by teachers.