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Course: 2022/2023

Marketing Communications and Social Media

(17655)

Bachelor in Management and Technology (Plan: 486 - Estudio: 351)

Coordinating teacher: MELNYK , VOLODYMYR

Department assigned to the subject: Business Administration Department

Type: Electives

ECTS Credits: 6.0 ECTS

Course:

Semester:

Requirements (Subjects that are assumed to be known)

Fundamentals of business studies

Skills and learning outcomes

Link to document

Description of contents: programme

1. Introduction to marketing communication 2. Sensory marketing 3. Environment and Digital media 4. Marketing communication & Brand equity 5. Attitude change & Persuasion 6. Research methods in marketing communication 7. Targeting & Positioning 8. Creativity & Storytelling 9. PR & Corporate Social Responsibility 10. Media Planning & Evaluating 11. Marketing communication in global world

Learning activities and methodology

1. Lectures (theoretical classes) 2. Practical classes with discussion of the materials 3. Individual participation 4. Team presentations of case studies solutions 5. Team course project

Assessment System

SE1. FINAL EXAM. In which the knowledge and  the skills a acquired throughout the course will be the global grading.
SE2. CONTINUOUS ASSESSMENT. In it, the works, presentations, performance in debates, class presentations, exercises, practices and homework  throughout the course will be evaluated

% end-of-term-examination 50
% of continuous assessment (assigments, laboratory, practicals...) 50

Calendar of Continuous assessment

Basic Bibliography

Belch George E. . Advertising and Promotion: An Integrated Marketing Communications Perspective. 12th edition; McGraw-Hill Education. 2020
Clow, K.E. and Baack, D.. Integrated Advertising, Promotion, and Marketing Communications. 8th edition. Pearson Education. 2019

Additional Bibliography

Jason McDonald Ph.D. . Google Ads (AdWords) Workbook: Advertising on Google Ads, YouTube, & the Display Network (2020 Edition) (English Edition). JM Internet Group. 2020

The course syllabus may change due academic events or other reasons.

More information: https://business.uc3m.es/en/faculty/profesor/perfil/vladimir-melnyk