Checking date: 02/06/2023

Course: 2023/2024

Marketing Communications and Social Media
Bachelor in Management and Technology (2020 Study Plan) (Plan: 393 - Estudio: 351)


Department assigned to the subject: Business Administration Department

Type: Electives
ECTS Credits: 6.0 ECTS


Requirements (Subjects that are assumed to be known)
Fundamentals of business studies
Skills and learning outcomes
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
  • % 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.