COURSE DESCRIPTION
The management, planning, evaluation, and use of advertising, sales promotion and other related techniques from an international perspective.

PURPOSE
This course is a required course for the IMBA international marketing specialisation. The course has a managerial orientation. Students take an analytical approach and apply marketing communications principles to solve “real world” problems. This course seeks to bridge the gap between marketing communications theory and practical application. Analytical advertising methods are examined from the managerial perspective.

LEARNING OUTCOMES

• To learn communications concepts such as signs, field of experience or meaning and then learn to communicate
• To learn strengths and weaknesses of communication tools
• To be able to manage and plan integrated marketing communication campaigns.
• To be able to increase brand equity using marketing communications
• To be able to apply theoretical knowledge to practical problems
• To equip students with tools to analyze and synthesize communication papers or reports to assist them in communication decision making and planning
• To be able to integrate legal, normative and ethical considerations into discussion of advertising or communication topics
• To learn to perform communication roles: marketing manager us communication agency staff
• To be able to write and present a marketing communications campaign
• To equip students with the ability to work in groups
• To equip students with the ability towards individual and ongoing learning.

COURSE PRE-REQUISITES AND REQUIREMENTS
Students must have passed International Marketing
Requirements:

• Regular attendance at class meetings
• Participation in classroom discussions
• Satisfactory completion of all assignments and examinations

TEACHING AND LEARNING METHODS
The module will be taught in English language. The learning experience will consist of:
Lectures and tutorials, where theory, models and techniques are presented and explained
Seminars, where communication campaigns, case studies and communication reports will be developed and discussed.
One-to-group tutorials where an Integrated Marketing Communication (IMC) Campaign is developed step by step by student teams. The students will have to discuss and report their IMC campaigns applying the theoretical contents.
Readings, information searching, written reports and oral presentations

SYLLABUS CONTENT
General
Overview of Integrated Marketing Communications.
The Marketing Communications Process.
Consumer Process in Marketing Communications.

Advertising
Advertising Management: objectives and budget decisions.
Creative Advertising Strategy.
Advertising media planning
Assessing Advertising Effectiveness.

Sales Promotion
Overview of Sales Promotion Management.
Trade-Oriented and Consumer Oriented Sales Promotion.

Personal Selling and Sales Management
Sales management
Personal selling

Other Promotional Tools
Direct and On Line Advertising.
Marketing Public Relations and Sponsorship Marketing.
Environmental, Regulatory, and Ethical Issues in Marketing Communications.

SOURCES
Essential reading (Basic Books):
T. A. Shimp (2003): Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. Seventh edition. Thomson South-Western.
P. De Pelsmacker; M. Geuens and Van den Bergh. (2004): Marketing Communications. An European Perspective. Second edition. Prentice Hall.

Further reading:
Arens, W.F. and Arens, W. (2003). Contemporary Advertising. Irwin McGraw Hill International Edition
Belch, G.E.; Belch, M.E (2003): Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb. McGraw-Hill/Irwin
Bigné, E. (2003). Promoción comercial: un enfoque integrado. Esic, Madrid
Engel, J.J.; Warshaw, M.R. and Kinnear, T.C. (2000). Promotion Strategy. 9th ed. International Student Edition, Irwin
Infoadex (2004): Inversión publicitaria en España 2003. CD-Rom. Infoadex, Madrid.
Ogden, J.R. (1998). Developing a Creative and Innovative Integrated Marketing Communication Plan. Prentice Hall.
Royo-Vela, M. (2002). Comunicación publicitaria. Un enfoque integrado y de dirección. Ed. Minerva, Madrid.
Semenik, R.J. (2001): Promotion and Integrated Marketing Communication with InfoTrac College Edition. South-Western College Pub; 1st edition
Sirgy, M.J. (1997). Integrated Marketing Communications: A Systems Approach Prentice Hall; 1st edition

Periodical references:
Advertising Age
European Journal of Marketing
International Journal of Advertising
International Journal of Electronic Commerce
Journal of Advertising
Journal of Advertising Research
Journal of Current Issues and research in Advertising
Journal of Database Marketing
Journal of Direct Marketing
Journal of Integrated Communications
Journal of Marketing Communications
Marketing Week
Journal of Segmentation in Marketing

Web references:
Advertising Research Foundation (ARF):  http://www.arfsite.org/
AIMC: http://www.aimc.es
Infoadex: http://www.infoadex.com
Journal IPMark: http://www.ipmark.com/
J. Walter Thompson: http://www.jwtworld.com
University of Texas. Advertising Department: http://advertising.utexas.edu/
World Advertising Research Center: http://www.warc.com

MODULE ASSESSMENT
The course will be assessed through coursework and an end of module examination. The end of module exam will consist of essay questions in which the students will have to show the achievement of theoretical concepts and his/ her ability to carry out sound analysis and to apply models and techniques in marketing communications.

The coursework will consist of several case-studies to be solved in class and a final assignment.

Assessment Methods and Weightings: