Marketing and Document Management
Code: 103133 ECTS Credits: 12| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | OB | 1 | A |
Contact
- Name:
- Elaine Aparecida Lopes Da Silva
- Email:
- Elaine.Lopes@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:
- No
Prerequisites
There is no prerequisite.
Objectives and Contextualisation
- Know how to identify markets and audiences.
- Understand the scope of the basic tools and resources for analytical marketing and know how to apply them.
- Know the scope of the main types of information sources and resources.
- Properly use the main types of information sources and resources to respond to any type of information need in the field of advertising, marketing and public relations.
Competences
- Analyse market data (competition and brand image) to develop a communication plan.
- Demonstrate a critical and self-critical capacity.
- Demonstrate a self-learning and self-demanding capacity to ensure an efficient job.
- Demonstrate knowledge of management theories in the management of advertising companies and organisations.
- Develop autonomous learning strategies.
- Develop critical thinking and reasoning and be able to relay ideas effectively, in both official languages (Catalan and Spanish) and a third language.
- Disseminate the area’s knowledge and innovations.
- Generate innovative and competitive ideas in research and professional practice.
- Manage time effectively.
- Respect the diversity and plurality of ideas, people and situations.
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
- Use one’s imagination with flexibility, originality and ease.
- Value diversity and multiculturalism as a foundation for teamwork.
Learning Outcomes
- Demonstrate a critical and self-critical capacity.
- Demonstrate a self-learning and self-demanding capacity to ensure an efficient job.
- Develop autonomous learning strategies.
- Develop critical thinking and reasoning and be able to relay ideas effectively, in both official languages (Catalan and Spanish) and a third language.
- Disseminate the area’s knowledge and innovations.
- Distinguish the techniques for developing the corporate image of advertising companies and organisations.
- Generate innovative and competitive ideas in research and professional practice.
- Identify the foundations of brand creation and management.
- Manage time effectively.
- Respect the diversity and plurality of ideas, people and situations.
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
- Use one’s imagination with flexibility, originality and ease.
- Value diversity and multiculturalism as a foundation for teamwork.
Content
Marketing Scope:
- Marketing - General Approach (history, major authors, SIM and marketing approaches)
- Environment analysis and SWOT
- Market research: Qualitative
- Market research: Quantitative
- Consumer behavior
- Marketing policies: The "4P" (product, price, distribution and communication)
Documentary Management Scope:
- Documentary management: what it is and what it is for. Approach to the Information Units. Informative needs for publicists and public relations.
- The representation of information: the languages of indexation.
- The sources of information: typology, characteristics and uses. Sources of reference for the advertising activity.
- The electronic information. The databases: structure, operation and consultation. Internet as a source of information: directories and search engines.
- Access to bibliographic information on the net: catalogs, summary databases, commercial databases, editorial portals and academic search engines.
- Sources of graphic and audiovisual information useful for advertising, marketing and public relations practice.
- Preparation of academic documents: formal considerations. Bibliographic identification: rules and tools.
Methodology
As this is an annual course, the first semester is dedicated to working on the specific contents of the two subjects that make up the course through theoretical and practical sessions. The second semester is devoted to the development of a joint project involving the two subjects. The teaching methodology of this second semester prioritises practical sessions, seminars and group presentations.
The detailed calendar with the content of the different sessions will be displayed on the day the course is presented. It will also be posted in the virtual space of the subject where students will be able to find the different teaching materials and all the necessary information for the proper monitoring of the subject. In the event of a change of teaching modality for health reasons, the teaching staff will inform of the changes that will take place in the course programme and in the teaching methodologies.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Practical sessions and seminars | 90 | 3.6 | 2, 11, 1, 4, 6, 7, 9, 8, 13 |
| Theoretical classes | 15 | 0.6 | 11, 4, 6, 7, 9, 8 |
| Type: Supervised | |||
| Tutoring and revision of exercises and homeworks | 15 | 0.6 | 12, 2, 1, 3, 4, 5, 7, 9, 10, 13 |
| Type: Autonomous | |||
| Completion of exercises, assignments and homework. Reading texts. Studying. | 165 | 6.6 | 12, 2, 11, 1, 3, 4, 6, 5, 7, 9, 8 |
Assessment
The system for passing the course is through continuous assessment. This means carrying out and handing in the different assessment activities foreseen, which are detailed below:
1. Individual classroom practice. The monitoring of the continuous assessment requires the completion of a minimum of 70% of the exercises. The correct completion of all classroom exercises will provide 10% of the final qualification.
2. Individual test of theoretical and practical contents of Marketing. The grade obtained will account for 30% of the final qualification.
3. Individual test of theoretical and practical contents of Document Management. The grade obtained will account for 30% of the final qualification.
These two tests were to evaluate the achievement and understanding of the main theoretical and practical contents of the subject in its two aspects and must demonstrate the degree of learning and autonomous study of the students.
In order to follow the continuous assessment, the average of the two individual tests cannot be less than 3.5. If the average score is lower than 3, the subject will be failed without the possibility of re-evaluation. Students with an average score between 3 and 3.49 will have to re-evaluate the tests in which they have not achieved a 5.
4. Coursework. This is a group work that will be carried out entirely during the second semester. Its aim is to combine the two components of the subject through a practical case study. The assignments for each group and the specifics of how the group work is to be carried out and monitored will be given at the beginning of the second semester. The grade for the group work will provide 30% of the final qualification.
The grade for the group work will be obtained through three evidences.
a) Follow-up of the work (completion of the assignments and scheduled seminars). Unjustified absence from any of the monitoring sessions will be penalised with 2 points of the work monitoring grade. The grade for monitoring the work represents 70% of the final qualification of the work.
b) Preparation of the work. Formal presentation of the work in accordance with the indications of the Mk and GD teachers. The grade for the formal presentation represents 20% of the final qualification of the work.
c) Public presentation of the work, which represents 10% of the final qualification of the work.
The final qualification will be obtained from the sum of the percentages corresponding to the four evaluated items as long as the requirements to follow the continuous assessment are met. To pass the course, the sum of the four items must reach 5.
Re-evaluation. The individual tests of Marketing and Document Management can be re-evaluated. Anyone who has completed at least 70% of the individual practicals, within the period established for each one, and has obtained an average score of no less than 3.5 in the MK and GD tests, is eligible for re-evaluation.
Incorrect spelling or grammatical mistakes in any of the activities of the subject will subtract points from their qualifications.
The student who makes any irregularity (copy, plagiarism, impersonation, ...) will be qualified with 0 in this act of evaluation. In case of several irregularities, the final grade of the subject will be 0.
In the case of second enrolment, students may take a single synthesis test consisting of a paper. The qualification of the subject will correspond to the qualification of the synthesis test.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Course work | 30% | 6 | 0.24 | 12, 2, 11, 1, 3, 4, 6, 5, 7, 9, 8, 10, 13 |
| Individual practices in the Classroom | 10% | 5 | 0.2 | 12, 2, 1, 3, 6, 7, 8, 10, 13 |
| Individual test of theoretical and practical contents of Documentary Management. | 30% | 2 | 0.08 | 12, 2, 4, 10 |
| Individual test of theoretical and practical contents of Marketing | 30% | 2 | 0.08 | 12, 2, 4, 6, 8, 10 |
Bibliography
Documentary management
ABADAL, Ernest. Servicios y sistema de información digital. Gijón: Trea, 2001.
ABADAL, Ernest; CODINA, Lluís. Bases de datos documentales: características, funciones y método. Madrid: Síntesis, 2005. (Ciencias de la información. Biblioteconomía y documentación; 25) ISBN 84-9756-263-1.
CODINA, Lluís. “Motores de búsqueda de información científica y académica”[En línia]. Hipertext.net, núm. 5, 2007. <http://www.hipertext.net> [Consulta: 12.10.2010]. ISSN 1695-5498.
FERRAN, Núria; PÉREX-MONTORO, Mario. Búsqueda y recuperación de la información. [Recurs electrònic]. Barcelona: UOC.
LOPEZ YEPES, José (Coord.) Manual de ciencias de la documentación. Madrid : Pirámide, 2002. (Ozalid). ISBN 84-368-1645-5.
MORENO JIMÉNEZ, Pilar. “Estrategias y mecanismos de búsqueda en la web invisible” [En línia]. En: Biblioteca Daniel Cosío Villegas, México, 2003-2005. http://biblio.colmex.mx/recelec/web_invisible.htm . [Consulta: 12.10.2010]
SALAZAR, Idoia. Las profundidades de Internet. Gijón: Trea, 2005
Marketing
CABRÉ, Alex y MARTORELL, Guillermo. “Marketing Democrático. Cómo impulsar una marca sin grandes inversiones.” Barcelona: Editorial on line lulu.com, 2008 ISBN No. Subscripció al bloc “Marketing Democrático” per aconseguir el llibre en pdf (http://marketingdemocratico.com/el-libro/)
CHIAS, Josep. “El màrqueting”. Barcelona: Editorial UOC, 2007. ISBN 84-9788-660-4. Col·lecció Vull saber, núm. 67
KOTLER, P. et altri. “Introducción al Marketing” (2a ed. europea). Madrid: Prentice Hall, 2000. ISBN 84-8322-178-5. (Reimpresión 2006)
KOTLER, P. et altri. “Marketing” (10a ed.). Madrid: Pearson Educación, 2004. ISBN 84-205-4198-3
KIM, W. Chan y MAUBORGNE, Renée. “La estrategia del océano azul. Cómo crear en el mercado espacios no disputados en los que la competencia sea irrelevante.” Barcelona: Grupo Editorial Norma, 2008. ISBN 84-92421-28-2. Verticales de bolsillo. Management.
Software
No software is necessary.