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Implementing Integrated Communications (19CBA25829)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
Ana Maria Varela Otero Marketing ENG


Core Marketing, Brand Management & Communications Courses


Communication is at once a strategic and operative function for any organization, whether it is a private company, public service, or an NGO. The capacity to communicate appropriately with different audiences is a key factor for success for every organization.

The area of marketing has placed a great deal of attention on communication because it is generally accepted that marketing communication contributes towards lending value to brands and, at the same time, helps retail companies' products and services and promote public services or social causes. Corporate communication should align marketing communication with the relationships that the organization aims to develop with its stakeholders as a whole. Coherence between the different forms of communication or coordination between the various individuals in charge is critical for the organization's development.

As the world evolves rapidly, changes effecting business models, media, technology, consumer behavior etc., make the management of Marketing and Corporate Communications more dynamic and challenging all the time.
Communication seems like an easy field from a conceptual point of view, as it is accessible to everyone on a daily basis as a target. But the complex task of efficiently managing messages and media across all stakeholders requires specific knowledge, practical experience and continuous analysis and vision.
This course is participatory and practical in focus; learning is based on the discussion of case studies, practical exercises, and direct contact with professionals within the field that will share their specialized knowledge and experience. It will include a final team project with a real challenge from a company in the form of a communications pitch, which is an especially important opportunity for the students to immerse themselves in real business communications processes.

Course Learning Objectives

The objectives of the course are the following:
1. To acquire the necessary knowledge and skills to exercise the responsibility of marketing communication.
2. To learn how to diagnose the company's communication needs, to inform the communication agencies and to assess proposals.
3. To know how to use the main communication activities in terms of both marketing and corporate communication.
4. To communicate effectively both orally and in writing.


1. Integrated Marketing & Corporate Brand Communications

2. Communication Strategy& Briefing

3. Message, Branded Content & Creative Strategy

4. Paid Media Traditional Mass Media Planning. ATL& Advertising

5. Segmented Media Planning. BTL. Owned, Shared & Earned Media

6. Following the Customer Journey: Mobile & OHH Touchpoints

7. B2B& Non Profit Audiences. Reputation Management

8. Evaluating Communications: Measuring Effectiveness


The teaching methodology for this course will be based on:
1. Master classes, presenting and discussing concepts and their illustration based on real situations.
2. Input from Guest Executives: executives or professionals with experience in specialized communication activities will periodically contribute input.
3. Practicals: throughout the course, participants should prepare a project based on the briefing from a real company, acting as an agency in a pitch.
4. Cases and exercises, exploring and developing the criteria for applying the concepts. Both individually and in groups.

Face 2 Face Activities (in 9 sessions)

Main Lectures 8h
Guest Speakers 10h
Case discussion 3h
Group presentations 6h



Description %
Class attendance & participation 10
Individual written case solving 15
Individual contribution to the group projects (Peer & tutor eva.) 10
Effie Case group analysis & presentation 25
Group Final Assignment, 40

Assessment criteria

Class attendance is compulsory. If the attendance rate is less than 80% the student will automatically fail the course.
The individual contribution to the group projects will be estimated from the peer evaluations from the rest of the group members, and the perception of the tutors.

The group projects will be graded according to the following areas:

- Process:
Speakers organization
Control over time
Structure of the presentation
Use of elements of support
Tutors involvement

- Content:
Quality of information
Focus on Relevant aspects
Theoretical concepts use
In-depth analysis
Critical analysis
Documents of support (Word + PPT)

Communication abilities
Members attitude
Team participation


The program will provide with an extensive literature on various topics of the course.
Also specific literature or documentation will be available on any other subject of communications that may be of interest to participants.

Timetable and sections

Group Teacher Department
Ana Maria Varela Otero Marketing