PUBLIC RELATIONS II AND OTHER FORMS OF COMMUNICATION

PUBLIC RELATIONS II AND OTHER FORMS OF
COMMUNICATION
Number of credits: 20
AIMS AND OBJECTIVES
Communication is a powerful marketing tool when it comes to establishing a strategy to
launch and position a product in the market a product launching and is done by using a
range of techniques that although they share the same objectives differ in terms of
structure, code and format. Therefore, what is known as communication mix must be
examined in detail in order to develop an integrated communication plan that forms
part of the marketing plan.
This module is designed to serve as an introduction to the different tools used to make
up the communication mix that do not come under conventional marketing. The aim,
therefore, is to introduce the student to the latest marketing techniques that advances
in new technologies have made possible – such as the Internet – as well as the
apparently more conventional tools that for which new uses have been developed – as
is the case with Loyalty Marketing.
The democratisation of production, the similarity of products, the consumer model and,
in general, other changes in society today have resulted in conventional sales
techniques being discarded and the study and development of newer, novel ones. In
this context, it is not surprising that the phenomena of advertising saturation has
resulted in the use of new, alternative methods of customer persuasion growing. This is
why, the new communication tools provide an appropriate model to be able to adapt to
the changes in the information society.
It is in this module that the new marketing paradigms that facilitate strategic
management of a product positioning or placement will be examined, together with the
application of Below the line techniques in the context of communication: this covers
direct marketing in all its different forms (mailing, telemarketing, and marketing via the
Internet), inter-personal communication (public relations and sponsoring), marketing
techniques at the point-of-sale (merchandising) and those intended to bring about
immediate changes in behaviour (sales promotions) together with other marketing tools
aimed at establishing an ongoing, close relationship with the consumer (relational and
loyalty marketing).
LEARNING OUTCOMES
A) Knowledge and Comprehension
Students on the Public Relations II and Other Forms of Communication module are
expected to:
1. Assimilate the new marketing paradigms that have resulted from the new concept
of the information society.
2. Understand how to apply the communication tools as well as advertising tools
(personal selling, direct marketing, promotions etc.).
3. Know about the different elements involved in the communication mix, from the
underlying theoretical concept to the final putting it into practice.
4. The development, analysis and application of the different forms of direct
marketing (mailing, telemarketing, marketing through the Internet) as a means of
contacting the consumer directly.
5. Understand the Internet as constituting a new communication tool that allows an
interactive relationship with the consumer.
6. Design and plan public relations campaigns to act as a fundamental tool in direct
and inter-personal communication techniques.
7. Understand the different ways in which sponsorship and patronage can
complement a public relations plan and an overall communication plan.
8. Be aware of the different elements and variables involved in the latest approaches
to marketing (relational and loyalty marketing) aimed at building close, ongoing and
reciprocal relationships with clients.
9. Understand the marketing strategies in the point-of-sale necessary to the
development of efficient merchandising.
10. Plan and put in place promotional sales actions to act as an incentive to buyers,
using different models and approaches.
Methodology and Learning Strategies
This will be done by lectures and seminars, backed up by obligatory and
recommended reading.
The methodology described above will be reinforced with articles taken from
magazines and specialised journals.
The students will prepare both reports and research assignments – as an
introduction to research.
B) Intellectual skills
During the course the student will be expected to:
1. Describe, analyse and synthesise real cases that relate to the areas covered
in the module.
2. Apply knowledge related to marketing and communication so as to come up
with a solution to current market problems.
3. Develop communication strategies using the models and instruments
proposed.
Methodology and Learning Strategies
These capacities will be evaluated by means of obligatory exercises set on real
cases and situations.
Likewise, intellectual skills will be assessed by means of course work set by the
teacher.
C) Practical skills
The students will be expected to acquire the following practical skills:
1. Plan, design and implement practical activities, using techniques and
processes applied to marketing and communication.
2. Develop strategies and analyse campaign management of a range of
marketing and sales techniques developed in class.
Methodology and Learning Strategies
These capacities, as described, will be evaluated by means of explanations
presented in class and the course assignments.
D) Transferable skills
1. Capacity to explain orally and in writing any assignment that requires prior
research, and subsequent analysis and synthesis of information obtained.
2. Computer skills related the new information and communication
technologies.
3. Capacities to integrate into a work-group and participate in team
discussion, project development and other research tasks.
4. Problem resolving skills, capacity for self-evaluation and practice review.
5. Capacity to plan and manage learning.
6. Skills to plan tasks and time-management.
Methodology and learning strategies.
Oral, written and formal presentation skills will be evaluated by means of
assignment presentation during the course. In addition, active participation in
class, attendance and meeting assignment deadlines will also be taken into
account.
SUMMARY OF THE LEARNING PROCESS
1. Evaluation will be by means of written exams.
2. Assignments prepared about practical cases or communication plans.
3. Active participation in class.
There will be a mid-term exam covering topics covered to date which will not be eliminatory
and an end of course exam that will cover all the syllabus.
Final mark will be arrived at as follows: the exam mark will make up a maximum of 60% of the
total. 20% of the remaining 40% will relate to the course work done through out the course, a
further 20% will be made up from the mark given for the public relations plan and 10% for the
Below the Line plan of the degree project.
LEARNING CHECKING
PROCESS
RESULTS
EVALUATION
(expressed as %)
Knowledge and
understanding
The corresponding exams (40%)
By means of:
-
-
and, in some cases, partial
exams.
Resolving practical case
problems and course work.
Class attendance, active
participation, power of
explanation and other
activities.
P.R. plan and Below the
line degree project.
EXAM 60%
Intellectual skills
(20%)
Practical skills
(20%)
COURSE WORK 40%
FINAL MARK
-
Transferable
skills
(20%)
*The student’s final mark will be calculated in accordance the norms and criteria
stipulated in the evaluation system.
SYLLABUS
Introduction
1.1 Evolution and settling of capitalism
1.2 Corporate and commercial communication in complex societies.
1.3 Historical evolution of corporate communication and marketing.
1.4 Approach to the new paradigms of marketing.
I.
PUBLIC RELATIONS
Topic 1. Public Relation Plan
1.1.
1.2.
1.3.
1.4.
Types
Stages
Communication in crisis.
Practical case study applied to degree project.
Topic 2. Lobbies and pressure groups
2.1 Formation of groups
2.2 Associations of interest in politics dynamics
2.3 Articulation and integration of interests
2.4 Ways of acting
2.5 Diagram of suggestions
2.6 Techniques
2.7 Appealing to the public opinion
2.8 Lobbies and Mass media
2.9 Practice: Raising of a pressure strategy
Topic 3. Information and disinformation communication strategies
3.1
3.2
3.3
3.4
3.5
II.
Introduction
Internal factors in informative process
Exogenous factors in informative process
Strategies in communication of conflicts
Debate and examples of Corporate, Public and Intenational Conflicts communication
OTHER FORMS OF COMMUNICATION
Topic 4. Relationship Marketing
2.1 Introduction. Elements which favour Relationship Marketing .
2.2 Transactional view VS relationship view.
2.3 Concepts of Relationship Marketing.
2.4 Elements of Relationship Marketing .
2.5 Relationship strategy.
2.5.2 Analysis of the situation
2.5.3 Determining the company´s activity
2.5.4 Relationship objectives
2.5.6 Range
2.5.7 Design and composition of the strategy
2.5.8 Strategies applied to business units
2.6 Management of relationship communication
2.7 Relationship Marketing Plan
2.8 Costumer Relationship Management (CRM)
2.9 Loyalty Marketing .
2.10 Programmes of loyalty
2.11 Practical case
Topic 5. Direct marketing
2.1. Definition, concept and characteristics of Direct Marketing.
2.2. Data base management.
2.3. Types
2.4. Case study.
Topic 6. Internet Communication
6.1.
6.2.
6.3.
6.4.
6.5
Internet: a global Civil Space
Viral MArketing
Positioning in Search Engines and Promotion.
Target investigation.
Practical case
Topic 7. Guerrilla Communication
7.1 Urban Advertising
7.2 Specific Campaigns
7.3 Smart Advertising
7.4 Other cases
Topic 8. Sponsorship and patronage.
7.1. Introduction
7.2. Concept of sponsorship
7.3. Types of sponsorship.
7.4 Sponsorship and advertising
7.5 Sponsorship aims
7.6 Business and patronage aims
7.7 Six types of patronage
7.8 Profitability in patronage campaigns
7.9 Law of patronage
7.10 Practical case
Topic 9. Merchandising and Sales Promotions
A. Merchandising
8.1. Origin
8.2. Definition
8.3. Baisc ideas
8.4 Household goods, linear, front and presentation.
8.5 Enhancement, promotion, PPV/IPV and entertainment
8.6 Merchandising tools of suppliers
8.7 Merchandising tools of distributors
8.8 New formulas
B. Sales Promotions
9.1
Sales promotion in the communication plan
9.2
Types
9.3
Strategies and tactics.
9.4
Practical case study
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