Subject:	Business (BUS)
Number:	4283
Professor:	Ricardo Hernandez Ontalba
Language of Instruction:	Spanish
Prerequisites:	Analysis of Companies and Company Structure

Contact Hours and Credits

Semester Session: 45 contact hours, 3 semester credits

Availability

Choose a session below to view the complete description of that session.

Session	Dates	Price
Spring Semester 2011 - Language and Electives	January 9 - June 18, 2011	$13,995

Full Description

OBJECTIVES
To understand the management’s responsibilities in the area of communication: an integrated approach to communication in terms of brand positioning.

COURSE DESCRIPTION
External communication of the company. Corporate advertising. Commercial advertising. Communication strategy.

BIBLIOGRAPHY
KOTLER, P.: Fundamentos del Marketing.
REINARES y CALVO: Gestión de la comunicación.

METHODOLOGY
Each topic is developed over 3 or 4 sessions. Two sessions on theory, one for discussing real-life cases and a forth for presentations or role playing by the students. Each topic includes practical exercises.

EVALUATION
60% final exam, 30% assignments, 10% class attendance and participation.

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Integral Communication in Business

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