Marketing communications play an essential role in businesses and indeed all types of organisations. There are many different communication tools, since they are not limited to personal sales and advertising. Communication variables can also be used, such as sales promotions, sponsorship, public relations and direct marketing.

 

The aim of a successful and effective communication strategy is to build brand capital and to ensure the creation of a corporate image aligned with the values of the organisation that can be perceived as a guarantee.

Students of this programme will acquire the skills needed to develop a career in:

 

• Sales and marketing departments or e-business  divisions in companies and institutions.

• Market research, feedback and consulting.

• Advertising agencies and media centres.

• Public relations and direct marketing and promotions departments of companies in the information and communication sector.

• The sales distribution sector.

List of topics

1.	Introduction to communication

2.	The communications department

3.	Strategy design: the communication programme

4.	Advertising: roles, aims and social responsibility

5.	Creative strategy in advertising

6.	Advertising media

7.	Advertising research

8.	Advertising resource planning

9.	Advertising agencies and advertising regulations

10.	Public relations

11.	Sponsorship

12.	Direct and interactive marketing

13.

Promotion

14.	Personal sales as a communication tool

15.	Active communication with customers: relationship marketing and CRM

16.	Corporate image

17.	Institutional communication

18.	Communication auditing: the external assessment

19.

Project

 

See complete syllabus

Price

2.335 euros

Consult the financial aid that the UOC offers to international students.

 

The programme fees should be confirmed on enrolment.