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OBJECTIVESTo understand the management’s responsibilities in the area of communication: an integrated approach to communication in terms of brand positioning.
COURSE DESCRIPTIONExternal communication of the company. Corporate advertising. Commercial advertising. Communication strategy.
BIBLIOGRAPHYKOTLER, P.: Fundamentos del Marketing. REINARES y CALVO: Gestión de la comunicación.
METHODOLOGYEach 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.
EVALUATION60% final exam, 30% assignments, 10% class attendance and participation.
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