Degree | Type | Year | Semester |
---|---|---|---|
4314947 Strategic Planning in Advertising and Public Relations | OB | 0 | 1 |
There are no prerequisites for taking the course.
- To provide students with the conceptual and methodological instruments essential to develop scientific research, both from the perspective of commercial and applied research as well as basic research.
- To familiarize students with the three major methodological perspectives (qualitative, quantitative and experimental) of the social sciences.
- To support students in the theoretical and methodological approach to their end-of-master projects.
1. The scientific method in advertising and public relations research (prof. Patrícia Lázaro)
1.1. Basic characteristics of the scientific method.
1.2. From the knowledge problem to the sample.
1.3. Definition as a scientific tool.
1.4. The paradigm as an instrument of scientific organisation.
1.5. Hypothesis and contrastability.
1.6. Research designs: qualitative, quantitative and experimental.
1.7. The variables.
1.8. Analysis and measurement instruments.
2. Applications of Neuromarketing to Strategic Planning (prof. Albert Vinyals)
2.1. Psycho-biometric methods for measuring the emotional response of the consumer.
2.2. Eye Tracking Software.
2.3. Sensorial marketing: smell, hearing, taste, touch and sight.
2.4. Contributions of market research firms to the study of consumer behaviour.
4. Bibliographic and information resources for strategic planning research. (Prof. Alfons González)
4.1 The process of searching for information within the framework of scientific and applied research.
4.2 Bibliographic resources.
4.3 Tools to know the quality and impact of scientific production.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Theoretical sessions and case studies | 25 | 1 | 1, 2, 7, 3, 4, 5, 6, 8 |
Type: Supervised | |||
Work and review and discussion in the classroom | 25 | 1 | 1, 2, 7, 3, 4, 5, 6, 8 |
Type: Autonomous | |||
Drafting and reviewing the work | 70 | 2.8 | 1, 2, 7, 3, 4, 5, 6, 8 |
Reading and exercise development | 60 | 2.4 | 1, 2, 7, 3, 4, 5, 6, 8 |
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Bibliographic search work (Theme 3) | 20% | 10 | 0.4 | 2, 7, 5, 6 |
Examination (Item 2) | 20% | 5 | 0.2 | 1, 7, 3, 4, 5, 8 |
Research project: theoretical and methodological approach (class exercises and final work) | 60% | 30 | 1.2 | 1, 2, 7, 3, 5, 6 |
Links:
http://es.wikipedia.org/wiki/Aplicacion_del_metodo_cientifico
http://revistas.um.es/eglobal/article/viewFile/653/685