Degree | Type | Year | Semester |
---|---|---|---|
4313148 Marketing | OT | 0 | 2 |
4314947 Strategic Planning in Advertising and Public Relations | OB | 0 | 2 |
There are no pre-requisites to undertake this module.
To learn a set of creative advertising strategies and media planning techniques which are adapted to advanced commercial communications' environments.
The module is divided into two blocks: a) Advertising and Communications' Strategy; b) Media Planning.
The module is structured around a set of creative advertising strategies and media planning techniques which are adapted to advanced commercial communications' environments. It is divided into the following two blocks:
a) Advertising and Communications' Strategy
- Communications in Marketing
- Sources of information and analysis: product-brand-target-market.
- Hollistic vision within the marketing plan.
- Managing touchpoints.
- Creativity in the strategic vision.
b) Media Planning:
- Marketing information systems (SIM).
- Marketing mix and its relation to the media strategy.
- Work process: negotiation, follow-up and optimisation, evaluation and conclusion of the campaign.
NB: The contents of the course will be sensible to the aspects concerning gender perspective.
NB2: The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary information for the proper follow-up of the subject. In case of a change of teaching modality for health reasons, teachers will make readjustments in the schedule and methodologies.
NB3: During one of the classes, the teacher will provide students with 15 minutes to answer the surveys on the teaching performance and the subject or module.
The module includes classes of 4 hours which will contain lectures, activities in class and activities to be completed autonomously and to be presented in class.
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.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Lectures - masterclasses | 75 | 3 | 6, 11, 10, 14 |
Type: Supervised | |||
Analysis, presentation and resolution of real case studies | 25 | 1 | 2, 3, 4, 6, 15, 7, 12, 13, 14 |
Type: Autonomous | |||
Reading materials and case studies | 100 | 4 | 2, 3, 4, 6, 15, 7, 11, 10, 14 |
The subject consists of the following evaluation activities:
- Activity A, active participation in class (40%).
- Activity B, project supervision (30%)
- Activity C, final project presentation (30%)
To be able to pass the subject, it is necessary to obtain a minimum grade of 5 in activities A, B and C and to attend to a minimum of 80% of the classes. The evaluation will be continuous, based on the above, therefore there will not be a final exam of the module.
The student who performs any irregularity (copy, plagiarism, identity theft...) will be qualified with 0 in this assignment or exam. In case there are several irregularities, the final grade of the subject will be 0.
The proposed teaching methodology and evaluation activities may undergo some modifications depending on the health authorities' attendance restrictions.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Active participation in class | 40 | 10 | 0.4 | 5, 15, 9, 12, 13 |
Final project delivery | 30 | 20 | 0.8 | 1, 2, 5, 3, 4, 6, 15, 8, 7, 9, 10, 11, 14 |
Project supervision in class | 30 | 20 | 0.8 | 1, 2, 5, 3, 4, 6, 15, 8, 7, 9, 10, 11, 14 |
1) Consultation of specific studies related to the evolution of the market, consumption trends, target market lifestyle, media consumption for a given target market (to be determined for any given project).Example of general sources:
- Spanish General Media Study: http://www.aimc.es/-Datos-EGM-Resumen-General-.html
- IAB Digital Media Study: https://iabspain.es/wp-content/uploads/estudio-medios-de-comunicacin-digitales-2017_vreducida.pdf
- Advertising Spending: http://www.infoadex.es/estudios.html
- Optimedia studies: http://www.optimedia.es/optimedia-intelligence/
- Spanish Statistical Office: www.ine.es
- AIMC Media research: http://www.aimc.es/-Marco-General-.html
- Statista:https://www.statista.com/
- Nielsen Insights: http://www.nielsen.com/us/en/insights/reports.html
2) IAB (Interactive Advertising Bureau) specific research: http://www.iabspain.net/investigacion/
- E-commerce: https://iabspain.es/wp-content/uploads/estudio-ecommerce-iab-2018_vcorta.pdf
- Programmatic Advertising: http://www.iabspain.net/wp-content/uploads/downloads/2014/09/Libro-blanco-de-Compra-Program%C3%A1tica-y-RTB.pdf
- Affiliate Marketing: http://www.iabspain.net/wp-content/uploads/downloads/2011/07/12_LB_Marketing_afiliacion.pdf
- ASO: https://iabspain.es/estudio/manual-aso-2017/
3) New business models in the digital era: http://www.dosdoce.com/upload/ficheros/noticias/201409/modelos_de_negocio_pdf.pdf
4) Specific tools for competitive analysis and brand positioning:
- PESTEL Analysis: Business Environment Scanning Task (Aguilar, 1967)
- web analysis tools: SEMrush, PageRank, Mention.com, Google Keyword Planner/Trends, etc.
- Online reputation analysis: http://carlosvictorcosta.com/2011/modelo-de-gestion-integral-de-la-reputacion-online-corporativa/
- Dashboarding: https://datastudio.google.com/
5) Business Model Canvas
6) Osterwalder, Alexander. “Value proposition design: How to create products and services customers want” (2014)
7) Traction book http://tractionbook.com/
8) “Estrategias de comunicación” según Patti and Frazer (1988)
9) Webloyalty. Estudio Online Shoppers: http://www.slideshare.net/Ikusmer/estudio-online-shoppers-2016-sistemas-de-ahorro-online
10) How to create buyer personas: https://www.40defiebre.com/como-crear-buyer-personas
11) How to Plan triggered email campaigns: http://www.smartinsights.com/email-marketing/behavioural-email-marketing/how-to-plan-event-triggered-email-campaigns/
12) Design Thinking methodology and Design Principles. Stanford University. Oct 2013. https://www.interaction-design.org/literature/article/design-thinking-a-quick-overview
13) “Talking to humans”. Giff Constable. 2018 https://www.talkingtohumans.com/