Accounts Management
Code: 103162 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| 2501935 Advertising and Public Relations | OB | 3 |
Contact
- Name:
- Maria Montserrat Lavilla Raso
- Email:
- montse.lavilla@uab.cat
Teachers
- Leila Mohammadi
Teaching groups languages
You can view this information at the end of this document.
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
Learning Outcomes
- CM22 (Competence) Plan an advertising strategy while taking stakeholders and social impact into account.
- CM24 (Competence) Design advertising campaign strategies while avoiding any gender bias.
- KM27 (Knowledge) Recognise the value of brands and audiences as strategic linchpins in the relationship between advertisers and consumers.
- SM20 (Skill) Determine the communication objectives for the design of the most appropriate advertising strategies while considering the needs of brands and audiences.
- SM21 (Skill) Determine the roles and responsibilities of account executive staff in the agency-advertiser relationship.
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)
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.
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Theoretical and practical classes and seminars | 52.5 | 2.1 | CM22, CM24, KM27, SM20 |
| Type: Supervised | |||
| Tutorships | 7.5 | 0.3 | CM22, CM24, KM27, SM20, SM21 |
| Type: Autonomous | |||
| Reading, analysis and synthesis of texts, preparation and execution of works | 82.5 | 3.3 | CM22, CM24, KM27, SM20, SM21 |
• Theoretical sessions + practical sessions
• Classroom 1 (theory and practice) and classroom 2 (practice)
• Case method
• Professional presentations sector
• Individual practices + group practice
• Presentations
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.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Benchmark | 30 | 2.5 | 0.1 | CM22, CM24, KM27, SM20, SM21 |
| Communication plan | 30 | 2.5 | 0.1 | CM22, CM24, KM27, SM20, SM21 |
| Practice | 40 | 2.5 | 0.1 | CM22, CM24, KM27, SM20, SM21 |
This subject follows continuous assessment or single assessment
Continuous assessment
The activities of the continuous assessment are: 30% communication plan - 30% benchmark - 40% wxercises and practices
In order to average and approve the subject, both benchmark and communication plan must be approved.
Final grade: To make the average and pass the course it is necessary that both the benchmark and the communication plan are approved.
- Compulsory attendance 80% of the classes.
- Mandatory submission of ALL assignments.
- Very strict timings; assignments more than one week late will not be accepted. Work delivered after the deadline will have a penalty of -1 point to be subtracted from the final grade.
Single assessment
Single assessment: 45% exam- 45% communication plan - 10% exercice
Recovery continuous assessment:
Students will be entitled to the revaluation of the subject. They should present a minimum of activities that equals two-thirds of the total grading.
- The recoverable evaluation activities are: the communication plan and the benchmark.
Recovery single assessment:
The recoverable activities of the single assessment are: the exam and the communication plan.
Second enrollment
- Students who re-enroll in the course (repeaters) must take a synthesis test that will be communicated at the beginning of the course.
Plagiarism
In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
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
Software
The course does not require any specific software.
Language list
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (PLAB) Practical laboratories | 51 | Catalan | first semester | afternoon |
| (PLAB) Practical laboratories | 52 | Catalan | first semester | afternoon |
| (TE) Theory | 5 | Catalan | first semester | afternoon |