This course addresses the role marketing communication as one of the key instruments of the marketing strategy of businesses and other organization. After completing the course, students are expected to have acquired the skill set to design and implement an integrated marketing communication plan and to control the effectiveness of communication tools. The aim is for students to be able to analyze, assess and make decisions regarding marketing communication, adapted to the specific situation of a company.



The approach and aims of this course are aligned with the UN Sustainable Development Goals (SDG; https://www.un.org/sustainabledevelopment/es/) indicated below, so that the acquisition of the learning outcomes of the subject provides training and skills to contribute to their achievement. The course specifically focuses two of these goals:

Goal 5 - Gender Equality: communicational messages must respect gender equality and rule out the discriminatory or demeaning representation of women (common in communication and, more specifically, advertising of past decades)

Goal 12 - Production and Responsible Consumption: communication as an instrument to promote a more sustainable consumption style and to highlight the sustainability efforts of organization as a value for the consumer.

Specific skills acquired in this course



CA1.- Ability to structure and analyze a marketing communication problem.

CA2.- Ability to plan a communication campaign.

CA3.- Ability to choose and properly combine different communication tools to achieve the desired objectives with existing budgetary constraints.

CA4.- Ability to manage the communication department: the own department and/or the relationship with the collaborating agencies.

CA5.- Ability to plan, implement and control a marketing communication campaign.



These specific skills of the subject are related to the learning skills of module M03: Marketing: M03CM02, M03CM04; M03CM06, M03CM07. In addition, the project assignment of the course develops skill M03CM11: capacity for development, creativity, innovation, and entrepreneurial spirit.



Course Learning Outcomes



RA1.- Structuring and analysis of marketing communication problems.

RA2.- Understanding of the concepts related to the operation of the communication process, the communication mix, and the most common business communication strategies.

RA3.- Understanding of the planning process necessary for the development of a communication campaign.

RA4.- Understanding of the concepts related to advertising as a communication tool and the advertising planning process.





All learning outcomes are based on a perspective of sustainable consumption and production (SDG12), and equality (SDG5).

PART I.- MARKETING COMMUNICATIONS - INTRODUCTION



Lecture 1: Marketing and Communication

Lecture 2: The Integrated Marketing Communication (IMC) planning process



PART II.- COMMUNICATION TOOLS: ADVERTISING AND SALES PROMOTION



Lecture 3: Advertising

Lecture 4: Sales Promotion



PART III.- ORGANIZATION OF MARKETING COMMUNICATION



Lecture 5: Marketing communication: Organization and management

In order to achieve the proposed skills, the following methodologies and pedagogical tools are used in combination:

- Lectures

- Case studies

- Problem-based learning

- Project-based learning. To promote active learning, autonomy and involvement, the students will develop a project (both individual and team-work, partially during seminars and as homework).

- Group assignments of practical exercises.

- Seminar assignments and presentations

- Invitation to conferences such as those organized by the “Master en Marketing” UPV/EHU.



This course encourages team work, as well as oral and written expression in English.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Realization of Practical Work (exercises, cases or problems) (%): 20
  • Team projects (problem solving, project design)) (%): 30
  • WRITTEN EXAM (%): 50

The evaluation system of this course is a mixed evaluation with a written final exam (50% of the final evaluation, 5 of 10 points) and the evaluation of the practical contribution of the student based on exercises, case studies, projects and seminar assignments (50% of the final evaluation, 5 of 10 points). A minimum of 1.5 points in the written exam is required for the practical evaluation to be added to the final grade.



The student needs to obtain a total of 5 points to pass the course.



Students who do not wish to be evaluated by continuous assessment may renounce it, communicating their choice through an email to the lecturer. The deadline for this resignation is week 9 of the classes.

The student will be evaluated, in this case, by a final exam over 10 points.

The student has two assessment options for the extraordinary examination:



a) Students who had obtained points in the continuous assessment of practical work during the course can opt for the same evaluation system as in the prior ordinary examination call with a written exam over 5 of 10 points. The points obtained by the continuous assessment of practical work will be added to the score achieved in the exam. A minimum of 1.5 points in the written exam is required for the practical evaluation to be added to the final grade.



b) A final exam with a 100% evaluation of the subject (10 of 10 points).

Lecture slides and other didactic materials provided to the students.

Basic bibliography

Kenneth E. Clow and Donald E Baack (2021). Integrated Advertising, Promotion, and Marketing Communications, Global Edition, Pearson Higher Education, 9th edition.

In-depth bibliography

George Belch and Michael Belch (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw-Hill, 12th edition.
Jerome M. Juska (2021). Integrated Marketing Communication: Advertising and Promotion in a Digital World, Routledge, 2nd edition.
Larry Percy (2018). Strategic Integrated Marketing Communications, Routledge, 3th edition.
William Arens, Michael Weigold (2020). Contemporary Advertising and Integrated Marketing Communications, McGraw-Hill, 16th Edition.

Journals

Advertising Age
Anuncios: semanario de publicidad y marketing
Control de publicidad y ventas
El publicista
International Journal of Advertising
Journal of Advertising
Journal of Advertising Research

Web addresses

Advertising Educational foundation: http://www.aef.com/index.html
AEAP (Asociación Española de Agencias de Publicidad): http://www.aeap.es/home/home.asp
AIMC (Asociación para la investigación de medios de comunicación): http://www.aimc.es
AMPE (Asociación de Medios Publicitarios de España): http://www.ampemedios.es/
Asociación de agencias de medios: http://www.agenciasdemedios.com/
Asociación de agencias de publicidad de Bizkaia:
http://www.publicidadeuskadi.com/agencias/cas/asociacion/proyectos.aspx
Asociación de anunciantes españoles (AEA): http://www.anunciantes.com
Asociación de directivos de comunicación: http://www.dircom.org/
Asociación española de agencias de Marketing promocional: http://www.aemp.es/
Asociación Española de Estudios de Mercado, Marketing y Opinión: http://www.aedemo.es
Asociación General de empresas de publicidad: http://www.marketingdirecto.com
Autocontrol: http://www.autocontrol.es/
Colegio vasco de economistas: http://www.ekonomista.org/
Federación Nacional de empresas de publicidad: http://www.fnep.es/
InfoAdex: http://www.infoadex.es
International advertising association: http://www.iaaspain.org/
Introl: http://www.ojd.es
ODEC: http://www.odec.es/
Premios eficacia: http://www.premioseficacia.com/
TNSofres: http://www.sofresam.com/
Web of science: (access through UPV/EHU library https://www.ehu.eus/es/web/biblioteka)