Marketing Communication

Code:

LGE513

Acronym:

C MARK

Keywords
Classification	Keyword
OFICIAL	Business Sciences

Instance: 2005/2006 - 2S

Active?	Yes
Responsible unit:	Department of Management
Course/CS Responsible:	Business Administration

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
GES	54	Official Curricular Structure since 2004	4	2		-

Objectives

- Enhance student’s ability to develop a communication plan, based on an Integrated Marketing Communication perspective
- Enhance student’s knowledge about brand concept, and its importance on a communication strategy

Program

1.The nature of Marketing Communication
2.The corporate Identity of the Organizations
3.Brand as a communication strategy
4.Communication Mix
5.Communication Plan

Main Bibliography

BELCH, George (1998). Advertising and promotion: an integrated marketing communications perspective. McGraw Hill.

KITCHEN, P. J. (1999). Marketing Communications: Principles and Practice. Thomson Learning.

Complementary Bibliography

Keller, K. L. 1998. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Upper Saddle River: Prentice-Hall.

PERCY, Larry; - Strategies for implementing integrated Marketing communications. McGraw Hill, 1996

1. Aaker, J. L. 1997. Dimensions of Br and Personality. Journal of Marketing Research, 34: 347-356.

2. Agres, S. J. & Dubitsky, T. M. 1996. Changing Needs for Brands. Journal of Advertising Research, January-February: 21-30.

3. Alesandrini, K. L. 1983. Strategies that Influence Memory for Advertising Communication. In Harris, R. J. (Ed.), Information Processing Research in Advertising: 65-82. Hillsdale: Lawrence Erlbaum Associates.

4. Chernatony, L. 2001. The Diverse Interpretations of “Brand”. The Marketing Review, 1: 283-301.

5. Mick, D.V. 1986. Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance. Journal of Consumer Research, 13: 196-213.

Teaching methods and learning activities

The sessions will be held on a theoretical and applied method, fomenting the student’s participating and interest. It will be used some case studies analysis, that should be prepared by the students before classes.

Evaluation Type

Calculation formula of final grade

Continuous evaluation, Test 60% Report 40%

Final Exam, 100%