Accounts Management
Code: 103162 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | OB | 3 | 1 |
Contact
- Name:
- Montse Lavilla Lavilla Raso
- Email:
- Montse.Lavilla@uab.cat
Use of Languages
- Principal working language:
- catalan (cat)
- Some groups entirely in English:
- No
- Some groups entirely in Catalan:
- Yes
- Some groups entirely in Spanish:
- Yes
Teachers
- Mireya Places Fernando
Prerequisites
None
Objectives and Contextualisation
• Knowledge of the account manager figure
• Approach to the agency sector
• Strategic planning: insights, benchmark, brand awareness, brand positioning.
• Creation of strategy and communication plan
• New strategies below the line and the Internet
• Presentation tools. Know how to sell and present
Competences
- Analyse market data (competition and brand image) to develop a communication plan.
- Demonstrate knowledge of management theories in the management of advertising companies and organisations.
- Set communication objectives and design strategies that are suited to the dialogue between brands and consumers.
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
Learning Outcomes
- Analyse the principles that lay the foundations for effectiveness analysis (cost-impact ratio).
- Demonstrate knowledge of the basic principles of negotiating with the media and the purchase of advertising space.
- Describe the nature of exchange relations between advertising companies and consumers.
- Differentiate the formats for presenting public relations activities (consultancies, special events, fairs, crisis management, publicity, etc.).
- Identify the target audience in developing a media plan.
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
Content
- The account manager and his department. Functions and responsibilities. Agency structure. Agency-advertiser relationship. Agency-suppliers. Interdepartmental relations.
- Benchmark and Communication Plan
- Briefing and counterbriefing
- Research
- Strategic marketing
- Bellow the line and internet
- Suppliers, budgets, cost control and invoicing
- Negotiation and sale in advertising. New business.
- Analysis, presentation and argumentation of campaigns (several sessions)
Methodology
• Theoretical sessions + practical sessions
• Classroom 1 (theory and practice) and classroom 2 (practice)
• Case method
• Professional presentations sector
• Individual practices + group practice
• Presentations
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Practice | 20 | 0.8 | 6, 2, 3, 4, 5 |
| Theoretical classes | 20 | 0.8 | 6, 2, 3, 4, 5 |
| Type: Supervised | |||
| Tutorships | 7.5 | 0.3 | 6, 2, 3, 4, 5 |
| Type: Autonomous | |||
| Reading, analysis and synthesis of texts, preparation and execution of works | 20 | 0.8 | 6, 2, 3, 4, 5 |
Assessment
• Mandatory attendance 80% of classes. Otherwise evaluation by examination
• Mandatory delivery of ALL works
• Very strict timings;) works with a delay of more than one week will not be accepted. The works delivered after the deadline will have a penalty of -1 point to be subtracted from the final grade.
• In case of not approving a work, it must be redone within a maximum period of 10 days with a penalty of -1 point in the final grade. In case of failing two works, you must go to the final exam.
• Note: 30% communication plan - 30% benchmark - 40% other exercises and practices.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Reading, analysis and synthesis of texts, preparation and execution of works | 30 | 45 | 1.8 | 1, 6, 2, 3, 4, 5 |
| Practice | 40 | 30 | 1.2 | 1, 6, 2, 3, 4, 5 |
| Tutorships | 30 | 7.5 | 0.3 | 6, 2, 3, 4, 5 |
Bibliography
- Cooper, Alan (editor, 2009) Planning: cómo hacer el planeamiento estratégico de las comunicaciones, Ediciones Paraninfo, Madrid.
- Fernández-Gómez, Jorge David (2014) Mecanismos estratégicos en publicidad: de la USP a las Lovemarks, Advook, Sevilla.
- Keller, Kevin Lane (2013) Strategic Brand Management, Pearson.
- Kotler, Philip (2018). Marketing 4.0. Editorial Lid.
- Lannon, Judie y Baskin, Merry (editoras) (2008): A Master Class in Brand Planning. The Timeles Work of Stephen King, JohnWiley & Sons, West Sussex, England.
- Sánchez-Blanco, Cristina (2011): Planificación estratégica. Editorial Universitas. Madrid.
- Santesmases, M (2011). Marketing, conceptos y estrategias. Grupo Anaya Lectura.
- Soler, P (2008). El director de cuentas. Gestión de cuentas en marketing y publicidad. Barcelona: UAB. Servei de Publicacions
- Steel, Jon (2012): Verdades, Mentiras y Publicidad. El arte de la planificación de cuentas. Editorial Fragua, Madrid