Integrated Communication Campaigns

Objectives

• Understand communication from a 360-degree perspective in an integrated way, from the concept of communication and its derivation to the different communication tools.
• Review the main communication tools.
• Work through practical cases, although based on academic training provided by the teacher.

Learning outcomes

• Develop a comprehensive 360º communication plan.
• It declines the communicative concept in all messages and media used by the brand.
• Determines the concept of global brand versus local brand.
• Integrate the global concept into the management of an online communication plan.
• Solve problems and situations related to professional performance with entrepreneurial and innovative attitudes.

Competencies

General skills

• Be a skilful innovator and entrepreneur.
• Be able to analyze and summarize.
• Be able to communicate orally and in the languages of the community.
• Be able to engage in criticism and self-criticism.
• Be able to use English effectively for academic and professional purposes.
• Be able to work in a team and a multidisciplinary network.
• Be able to work in an international context.
• Be skilled in ICT use. Be an independent, competent operator in technological environments with specialized software.
• Have an ethical commitment at work, with respect for democratic principles and values.

Specific skills

• Be able to analyze and understand the operation of the market and its influence on the activities of a company.
• Be able to apply theoretical knowledge, skills and communication tools to create an integrated communication strategy for an organization.
• Be able to critically evaluate business situations, and manage an organization effectively and efficiently.
• Be able to define and implement strategies and business models with intensive ICT use, and in particular the internet, social networks and e-business systems.
• Be able to devise and deploy integrated marketing communication initiatives.
• Be able to devise and implement business initiatives in global markets.
• Understand and be able to convey the importance of an organization's approach to the market and customer relations.

Basic skills

• Students can apply their knowledge to their work or vocation in a professional manner and have competencies typically demonstrated through drafting and defending arguments and solving problems in their field of study.
• Students can communicate information, ideas, problems and solutions to both specialists and non-specialists.
• Students have the ability to gather and interpret relevant data (usually within their field of study) in order to make judgments that include reflection on relevant social, scientific and ethical issues.

Core skills

• Project the values of entrepreneurship and innovation in one's academic and professional career, through contact with a variety of practical contexts and motivation for professional development.

Content

• Brand positioning statement methodology
• Red oceans versus blue oceans methodology
• Copy strategy methodology
• Strategic evaluation systems

Evaluation

• Theoretical test: 30%
• Case studies: 30%
• Project: 40%

Methodology

• Masterful content
• Case method
• Classroom practices

Bibliography

Further reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.