The aim of this subject is to teach the students the basic foundations of the different techniques and instruments of communications within the modern corporation. To reach the objective, the student must acquire a set of different theoretical concepts (knowledge), aptitudes, skills and capabilities.
In regard to concepts and knowledge, once the student finishes this course, he/her should be able:
To know and understand the commercial and institutional global communication process.
To understand the different corporate and commercial communication techniques, from the conventional advertising to public relations, and getting into other non conventional techniques, such as the below the line activities.
To evaluate and analyze the profitability in terms of performance of advertising and communication investments.
To design and manage the communication investments as well as do the selection of different advertising media channels in order to reach the maximum efficiency in terms of objectives and investments.
To know the different media channels available to companies in the market
To understand the importance of Public Relations in different economic sectors and also within the organization, through programs of internal marketing.
To summarize in a briefing document the objectives of a advertising and communication project.
To understand the ¿ad hoc¿ terminology utilized in the advertising community by designers, advertisers, creative analysts, advertising agents, and media companies.
In terms of specific capabilities, at the end of the course, the student should be able:
To establish a 360 communication plan for a company or institution.
To establish instruments and mechanisms to value the performance of communication activities and investments.
To establish an appropriate budget for communication activities based on the company¿s set objectives.
In regard to the more general capabilities or skills, during the course activities will be developed in order that the student will:
Develop the skills to analyze advertising data and advertising campaigns and to estimate the efficiency of advertising investments.
Develop skills to work in groups, analyzing and presenting group work classroom projects related to actual advertising campaigns.
Develop skills to summarize the evaluation and analyze advertising campaigns
Establish and develop diagnosis and recommendations about creative strategies and media selection in regard to a specific communication project previously set in the classroom. This project will be developed by team work.
Develop skills to work either as a single autonomous individual (analysis of advertising campaigns develop individualistically by the student) or as a group member (Communication project for a company or institution set forth by a student team), emphasizing in the analysis and practical application of communication techniques studied during the course.