Estratègies de Comunicació Global

Objectius de desenvolupament sostenible (ODS)

• 4. Educació de qualitat
• 5. Igualtat de gènere
• 12. Consum i producció responsables

Objectius

In this course we will explore the world of advertising the way that we will all experience it in the future: global competition and worldwide markets; technological revolutions; and advertising for brands under very different cultural, regulatory, and competitive conditions.

Today's marketers search the globe for potential target audiences and often find persons whose culture, values and beliefs are distinctive, and who will as a result, respond quite differently to advertising appeals.

The challenge in this rapidly changing global marketplace is the need to find information about competitors, consumers, media audiences, accepted cultural practices, and reactions to advertising in locations not familiar and for which our "customary" sources of information are inadequate at best.

Issues of ethical and corporate responsibility by multinational advertisers operating in developing and lesser developed nations have raised new concerns about globalization and its varying influences, both positive and negative, on different societies.

Gaining understanding in cultural difference and risk-assessment are increasingly being demanded of 21st century marketing communicators.

Multinational advertising and strategic marketing communication organizations hunger for employees who are bi-/tri-lingual. The future demands that communication professionals think strategically and operate responsibility in a global environment.

It is important to understand the place of advertising in relation to other forms of marketing in our global society in order to ground our business-based understanding of the ad world. We will study advertising as one part of integrated branding. I will provide a balanced coverage of communication tools - advertising, event marketing, personal selling, sales promotion, sponsorship, direct marketing, point-of-purchase, public relations, and Internet communications.

Resultats d'aprenentatge

• Identificar les teories, els processos, les estructures i les tècniques de relacions públiques que donen lloc a les funcions dels diferents departaments d'una agència, d'una boutique creativa, d'una consultora o d'un gabinet de premsa en els entorns convencionals, virtuals i emergents.
• Transmetre informació, idees, problemes i solucions adequadament i d'acord amb els cànons acadèmics, de forma oral, escrita i audiovisual, a un públic tant especialitzat com no especialitzat i ser respectuós amb la diversitat lingüística i amb realitats socials, culturals, de gènere i econòmiques diverses.
• Implementar un pla de comunicació d'una organització, una marca o un producte fruit de la capacitat relacional i d'indagació per establir una interacció fluida i competent entre una organització i l'agència o consultora.
• Exercir les responsabilitats de l'àrea de comunicació d'una empresa o d'una institució des de la mateixa empresa o des d'una agència externa, mitjançant el coneixement de la teoria i la pràctica dels processos i de les estructures de les relacions públiques i la comunicació. Aquestes responsabilitats han d'incloure una gestió i un desenvolupament eficaç tenint en compte l'avaluació de les relacions amb els públics de l'organització de forma interna i externa, amb una actitud i aptitud proactives i de cognició en l'àmbit de les relacions des d'una perspectiva constructiva i d'obertura mental.
• Operar en diferents entorns informàtics i digitals (multidisciplinaris i complexos) vinculats a les disciplines de la comunicació en totes les seves dimensions escrites, visuals i audiovisuals (en llengua pròpia i en llengües estrangeres), a més de les que faciliten noves relacions amb els públics en entorns presencials, virtuals i emergents, amb un alt grau de correcció en l'ús, la forma i el contingut.

Continguts

1. Integrated marketing communications
2. How does communication take place?
   1. What is an integrated marketing communications program?
   2. Are there any new trends affecting marketing communications?
   3. How does an integrated marketing communications program create value?
   4. What are the components of an integrated marketing communications program?
   5. What does the term GIMC mean?
3. Brand and corporate image management (I)
   1. How does a corporate image affect consumers, other businesses, and the company itself?
   2. What elements are involved in identifying, creating, rejuvenating, or changing a corporation's image?
   3. What are the different types of corporate names?
   4. What are the characteristics of effective logos?
4. The IMC planning process
   1. How can the three Cs of the IMC planning context form the basis for an effective advertising program?
   2. What categories are used to identify consumer target markets or market segments?
   3. What categories are used to identify business-to-business market segments?
   4. How do the various approaches to positioning influence the selection of target markets?
   5. How do the various marketing communications objectives interact with the other elements of an IMC planning process?
   6. What are the relationships between communications expenditures and company sales?
   7. What types of marketing communications budgets may be used when developing the IMC planning program?
   8. In addition to advertising, what other IMC components are selected as part of the IMC planning process?

Avaluació

Various elements will be considered when determining your final grade. The instructor will explain in detail the content, criteria and specific requirements for all assessment categories but the basic breakdown is as follows:

• Class participation: 10 %
• Case study and analysis: 15 %
• Individual presentation: 15 %
• Group presentation: 20 %
• Midterm examination: 20 %
• Final examination: 20 %

The content and specific instructions for all assessment categories will be explained in detail and the topics or cases for your individual and group presentations will also be assigned at the beginning of term, considering your personal interests, experience and areas of specialisation. However, when deciding class participation grades, traditional criteria such as attendance, punctuality, preparation, completed reading before class, interactive group work and active, meaningful participation are all considered.

Metodologia

• In-class lecture and discussion
• Independent outside-reading
• Case study
• Students' presentations
• Field study visits
• Business films and documentaries
• Research
• Group case studies

Bibliografia

Bàsica

• Conaway, W. (1994). Kiss Bow or Shake Hands: How to Do Business in 60 Countries. Adams Media Corporation.
• de Mooji, M. (1998). Global Marketing and Advertising: Understanding Cultural Paradoxes. Sage.
• Gannon, M. ¡ (2001). Understanding Global Cultures (2 ed.). Sage.
• Philip Jones, J. (2000). International Advertising: Realities and Myths. Sage.
• Toland, K., Mueller, B. (2003). Advertising and Societies: Global Issues. Peter Lang Publishing.

Complementària

El professorat facilita les referències de la bibliografia complementària i de lectura obligatòria en el transcurs de l'assignatura a través del Campus Virtual.