Marketing and Communication (261162)

Learning Outcomes

Upon completing this course unit, students should be able to:

• Introduce basic marketing concepts;
• Conceptually structure all theory of marketing communication and variables of the communication mix;
• Develop skills with which to apply the concepts to practice;
• Perceive the concepts of culture, identity and image as a dynamic process in the organisations;
• Planning communication;
• Planning a business model;

Study Program

Theme unit I

 Marketing principles

Marketing as a management philosophy

The evolution of marketing management

Strategic marketing/operational marketing

Theme Unit  2

Marketing communication

The nature and function of marketing communication

Strategic component of marketing communication

Analysis of the variables of marketing communication

´from marketing strategy to communication strategy

THEME UNIT 3

Strategic dimensions of corporate image

Corporate image as a principle of strategic management

Culture

Identity

Image

Theme unit 4

Image auditing

Concepts and objectives of image auditing

Models of quantification of corporate image

Evaluation of corporate culture

Evaluation of public image

Theme unit 5

The communications director

Instruments of the communication direction

Communication plans.

Bibliography