Academic Year/course:
2017/18
555 - Master's in Management, Strategy and Marketing
61759 - Below the line marketing communications
Syllabus Information
Academic Year:
2017/18
Subject:
61759 - Below the line marketing communications
Faculty / School:
109 - Facultad de Economía y Empresa
Degree:
555 - Master's in Management, Strategy and Marketing
ECTS:
3.0
Year:
1
Semester:
Second semester
Subject Type:
Optional
Module:
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5.1. Methodological overview
The learning process that has been designed for this course is based on the following activities:
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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.
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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.
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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:
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Lectures and discussion of the contents
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Discussion of research papers
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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.