Syllabus Information

5.1. Methodological overview

The learning process that is designed for this subject is based on the following: The combination of participatory lectures , cooperative work , problem solving and case studies , as well as discussion and reflection of texts and readings[1].

5.2. Learning tasks

The program that the student is offered to help you achieve the expected results includes the following activities ... Participatory Lectures: provide the necessary theoretical knowledge, accompanied by practical examples to facilitate the understanding and application of the concepts studied. These sessions will address the following contents: § Commercial communications in the marketing § Communication Planning § Communication tools: advertising, sales promotion, public relations, sponsorship and fairs. § New trends in communication Resolution and presentation of problems and case studies, preparation and presentation of papers, discussion topics, readings commentary and interactive activities. the conduct of these activities both inside and outside the classroom, as well as individual and / or group is contemplated. tutelary activities and / or seminars: You can monitor the work done by students and answer questions about the theoretical and practical contents of the subject. Self study: includes activities study of theoretical and practical content, resolution of practical activities, conducting individual and / or group seeking and analyzing information, among others. Evaluation activities.

5.3. Syllabus

UNIT 1: BUSINESS COMMUNICATION 1. THE PROCESS OF COMMUNICATION 2. THE COMMERCIAL COMMUNICATION 3. INSTRUMENTS OF COMMUNICATION

UNIT 2: PLANNING BUSINESS COMMUNICATION 1. COMMUNICATION, MARKETING AND BUSINESS 2. THE PLANNING PROCESS OF COMMUNICATION 3. COMMUNICATION AND 360 INTEGRAL

UNIT 3: ADVERTISING. BASIC CONCEPTS 1. DEFINITION AND TYPES 2. OBJECTIVES PUBLICITARIOS 3. ACTION PUBLICITY

UNIT 4: MEDIA ADVERTISING 1. MEDIA, MEDIA AND ADVERTISING FORMS 2. MEDIA RESEARCH 3. MEDIA PLANNING

UNIT 5: ADVERTISING MESSAGE CREATIVITY 1. THE MESSAGE 2. INVESTIGATION OF MESSAGES

UNIT 6: REGULATION PUBLICITARIA 1. SPANISH LEGAL REGULATIONS 2. ADVERTISING SELF-REGULATION 3. CONTROLLING THE ADVERTISING AGENCIES

UNIT 7: ADVERTISING AGENCIES AND MEDIA AGENCIES 1. ADVERTISING AGENCIES 2. MEDIA AGENCIES

UNIT 8: PROMOTION OF SALES 1. INTRODUCTION 2. PLANNING SALES PROMOTION 3. TECHNICAL SALES PROMOTION

UNIT 9: PUBLIC RELATIONS, SPONSORSHIP AND FAIRS 1. PUBLIC RELATIONS: CONCEPT AND FUNCTIONS 2. EXTERNAL PUBLIC RELATIONS TECHNIQUES 3. SPONSORSHIP 4. FAIRS

UNIT 10: NEW TRENDS IN COMMUNICATION 1. VIRAL AND BUZZ MARKETING COMMUNICATION 2. ADVERTAINMENT And ADVERGAMING 3. STREET MARKETING AND AMBIENT MARKETING 4. EXPERIENTIAL COMMUNICATION AND SENSORY 5. OTHER TRENDS IN COMMUNICATION

5.4. Course planning and calendar

The timing and scheduling of the theoretical and practical sessions of the course will be communicated to students through the program at the beginning of the academic year . The timing of the various evaluations and delivery of activities will be shown in the schedule that will determine the early going and will be communicated to each group through the Digital Teaching Ring of the University of Zaragoza( ADD) .