New Communication Trends

Sustainable Development Goals (SDG)

• 5. Gender equality
• 12. Responsible consumption and production

Objectives

General objective of the course

Gain a complete overview of all the tools that integrate the different non-conventional communication techniques (BTL) and new trends to complete the 360º in the communication of brands, companies and institutions. In this subject, the objective is to get the message to the target , with the maximum level of "efficiency", without using mass media or media traditionally attributed to ATL advertising.

Also strategically apply new trends and unconventional tools through the different disciplines ( off and online ) that comprise it: promotional marketing, advertising at the point of sale (PLV) and merchandising, new trends ( guerrilla , street and buzz marketing ), trade fair marketing and experience marketing ( experiential marketing ), among others.

All these tools and techniques are conceived as an alternative that advertisers are increasingly using, in order to significantly increase the efficiency of their communication plans through close and high-quality contact with the target audience , which should help create synergies aimed at increasing the brand's share of voice in its mental panel and, therefore, provoke maximum loyalty towards said brand. This course teaches how to use these techniques and their media in an integrated way.

Specific objectives of the course

• Know and understand in depth each and every one of the new trends in communication ( below the line ) and their individual strategic use (specific actions or campaigns) or as part of a company's comprehensive communication plan.
• Know how to develop effective integrated BTL communication actions and campaigns, using any non-conventional medium in an integrated manner, and implement its management from start to finish.

Vehicular languages

As it is taught to local, national and international students, this subject is managed in a multilingual way: each student can choose between 5 languages (to communicate with the teacher or develop their work): Catalan, Spanish, Portuguese (and Brazilian Portuguese), Italian and French.

Learning outcomes

• Identify the advertising theories, processes, structures and techniques that give rise to the functions of the different departments of an advertising agency, creative boutique, consultancy or media center in conventional, virtual and emerging environments.
• Understand the methods and problems of the different branches of research in psychology, sociology, communication and marketing in general, as well as audience motivations, consumer behavior analysis and purchasing processes.
• Transmit information, ideas, problems and solutions appropriately and in accordance with academic standards, orally, in writing and audiovisually, to both specialized and non-specialized audiences, being respectful of linguistic diversity and diverse social, cultural, gender and economic realities.
• Apply different conventional and non-conventional advertising communication techniques to convey the message with the highest level of effectiveness, built under the parameters of creativity and innovation in a context that respects linguistic diversity and diverse social, cultural, gender and economic realities.

Content

1. Introduction to new trends in communication (unconventional communication / BTL)
   • The end of mass communication (1990-2000)
   • Towards non-conventional advertising (BTL)
   • Cross-media and cross-selling/cross-promotion strategies to socialize marketing
2. Promotional marketing
   • Promotion and promotional marketing concept
   • Effects of promotional marketing
   • Sales promotion strategies and types
   • Promotion techniques for: consumers, distributors, employees and prescribers
   • Promotional techniques and tools
3. Point-of-sale advertising (PLV) and merchandising
   • Concepts and functions of point-of-sale advertising and merchandising
   • Types of PLV and merchandising
   • Merchandising techniques at the point of sale
   • Phases of the application of PLV and merchandising: treatment of space
   • Linear optimization
   • Creation, organization, planning and implementation of a PLV and merchandising program at the sales point
   • Window dressing
4. New trends: guerrilla marketing, street marketing and buzz marketing
   • Concepts
   • Advantages
   • Characteristics.
   • Strategies
   • Tools
5. Trade show marketing
   • Concepts and functions of trade fair marketing: in fairs and exhibitions.
   • Types of fairs
   • Planning
   • Strategic selection of brand presence at trade shows
   • Creation of a stand: material and assignment of human resources
   • Pre , on and post -fair strategies
   • Establishing a budget and controlling results
6. Experiential marketing
   • Marketing of emotions.
   • Concepts and functions of experiential marketing
   • Experimental marketing communication strategies
   • Building loyalty bonds through experimental marketing
   • Creation, organization, planning and implementation of a communication campaign based on experiential marketing

Evaluation

The evaluation is continuous at two levels:

1. Subject project and work monitoring: creation, management, development and presentation of a New Trends in Communication project (non-conventional communication / BTL) with two parts:
   • Part 1: Design of a flagstore that applies the concepts of merchandising, PLV and experiential visibility.
   • Part 2: a guerrilla marketing campaign, street marketing and buzz marketing . Launching the flagstore . This entire project is established under the concept of a “real case”.
   Each part is worth 37.5% of this grade. Part 1: 37.5% Part 2: 37.5%.
2. Final exam: theoretical knowledge test. It represents 25% of the final grade.

The final grade is calculated from the average of these two evaluation systems. Otherwise, the lowest grade obtained is the final grade.

Play-off

There will only be a repeat of the final exam (if the student has taken the first call).

Important

This evaluation system may be subject to changes in format (not in the specific weight of grades) if unforeseen events occur beyond the control of UVic (state of alarm, pandemics, etc.).

Methodology

The course's work methodology is structured in a theoretical-practical system that aims to consolidate a solid base of knowledge and practical work based on real cases that allow for the development of constant training throughout the process of creating, managing and developing a campaign or action using non-conventional communication techniques (BTL) in all its extension.

This means a high level of practical and immediate training in working life.

Bibliography

Key references

• ESCRIVÁ MONZÓ, Joan (2000). Marketing en el punto de venta. McGraw Hill.
• JOAQUIM SÁNCHEZ HERRERA y TERESA PINTADO BLANCO (2010). Nuevas tendencias en comunicación. ESIC editorial.
• PÉREZ DEL CAMPO, Enrique (2002). La comunicación fuera de los medios (below the line). ESIC Editorial.
• SCHMITT, BERND H. (2000). Experiential Marketing. Ed. Deusto.
• Zorita Lloreda, Enrique. (2000). Marketing promocional. ESIC Editorial.

Further reading

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