|
Type A
|
Code |
Competences Specific | | | A2.4 |
Design a marketing and communications strategy for technology companies that takes into account their nature and the environmental and social implications. |
|
Type B
|
Code |
Competences Transversal | | | B1.1 |
Communicate complex ideas effectively to all sorts of audiences. |
| | B4.1 |
Be able to learn autonomously in order to maintain and improve the personal competencies relating to continuous improvement acquired during the course. |
| | B5.1 |
Become sufficiently independent to work on research projects and scientific or technological collaborations within their thematic area. |
| | B5.3 |
Apply new technologies and advances with initiative and entrepreneurial spirit and manage and use information in an eficient manner. |
| | B6.1 |
Apply ethical principles and social responsibility as a citizen and a professional. |
|
Type C
|
Code |
Competences Nuclear |
|
Type A
|
Code |
Learning outcomes |
| | A2.4 |
Create and develop effective, appropriate and attractive communication strategies for technology companies and understand the concepts and techniques for the strategic planning of communications in changing environments.
|
|
Type B
|
Code |
Learning outcomes |
| | B1.1 |
Use the techniques of non-verbal communication and the expressive resources of the voice to make a good oral presentation.
Construct a discourse that is structured, clear, cohesive, rich and of the appropriate length, and which can transmit complex ideas.
Produce a persuasive, consistent and precise discourse that can explain complex ideas and effectively interact with the audience.
Produce quality texts that have no grammatical or spelling errors, are properly structured and make appropriate and consistent use of formal and bibliographic conventions.
Draw up texts that are structured, clear, cohesive, rich and of the appropriate length, and which can transmit complex ideas.
Draw up texts that are appropriate to the communicative situation, consistent and persuasive.
| | | B4.1 |
Solve complex problems in multidisciplinary contexts related to strategic communication.
| | | B5.1 |
Carry out high-level research, analysis and communications planning using the language, processes and methodology appropriate for scientific projects.
| | | B5.3 |
Make sophisticated use of advanced information and communication technologies.
| | | B6.1 |
Analyse the major environmental problems from the perspective of their field of expertise in their student and/or professional activity.
Be able to give arguments based on social values and make proposals for the improvement of the community.
Be personally and professionally committed to applying the ethical and deontological concepts of their field of expertise.
|
|
Type C
|
Code |
Learning outcomes |
| Topic |
Sub-topic |
| 1. Communication as an active to manage reputations of technological businesses and types of communication according to their publics |
a. Concept of communication and publics
b. Internal communication
c. External communication
d. Oral skills techniques
e. Risk and crises communication
|
| 2. Negotiation |
a. Concept of negotiation
b. Techniques of negotiation |
| Methodologies :: Tests |
| |
Competences |
(*) Class hours
|
Hours outside the classroom
|
(**) Total hours |
| Introductory activities |
|
2 |
0 |
2 |
| Lecture |
|
12 |
12 |
24 |
| Presentations / oral communications |
|
4 |
6 |
10 |
| Practical cases/ case studies |
|
10 |
20 |
30 |
| Self-monitoring activities |
|
2 |
5 |
7 |
| Personal attention |
|
2 |
0 |
2 |
| |
| |
(*) On e-learning, hours of virtual attendance of the teacher.
(**) The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. |
Methodologies
| |
Description |
| Introductory activities |
The contents, planning and assessment of the subject will be explained here. |
| Lecture |
These sessions will deal with the theoretical content of the course. |
| Presentations / oral communications |
Oral presentation individual or in group on a specific topic. |
| Practical cases/ case studies |
Activities that approach a situation (real or simulated) in which the student must give an argumentative solution to the topic, solve a series of specific questions or carry out a global reflection. |
| Self-monitoring activities |
Individual activities that show the follow-up and participation of the student in the theoretical lectures. |
| Personal attention |
Resolution of doubts and inquiries at the request of students. |
|
Description |
|
Students will be attended to in individual and/or group tutoring to solve possible doubts, queries and other issues related to the course. Tutoring will be face-to-face. This subject will be done with two teachers. Personalized attention with professor Natàlia Lozano will be in her office on Campus Catalunya (office 3.26, building D2). Only students who have submitted their application via email (natalia.lozano@urv.cat) will be accepted. The personalized attention of the the Negotiation part remains pending until the naming of the new teacher. |
|
Methodologies |
Competences
|
Description |
Weight |
|
|
|
|
| Presentations / oral communications |
|
Oral presentation individual or in group on a specific topic. |
15% |
| Practical cases/ case studies |
|
Examination of a (real or simulated) situation in which students have to find a solution to the case, respond to a series of specific questions and make an overall reflection. |
70% |
| Self-monitoring activities |
|
Individual activities that show the follow-up and participation of the student in the theoretical lectures. |
15% |
| Others |
|
|
|
| |
|
Other comments and second exam session |
|
In order to be able to average and pass the subject, it will be compulsory to have obtained a grade higher than 4 in each of the practical cases or case studies presented. Students who fail the course in the first call will be entitled to resubmit only failed practical cases or case studies for the second call assessment. The maximum mark for practices submitted in the second call will be 7. Self-monitoring activities are excluded from second call evaluation. |
| Basic |
Smith, R.D., Strategic planning for public relations, 2013, Routledge
Singleton, A., The PR Masterclass: How to develop a public relations strategy that works!, 2014, Wiley
Solis, B. and Breakenridge, D., Putting the public back in public relations. How social media is reinventing the aging business of PR., 2009, Pearson education
Theaker, A., The public relations handbook., 2016, Routledge
Martín de Castro, G. and González-Masip, J., Knowledge Management for Corporate Social Responsibility, 2021, IGI Global
Lund, K., Conversation marketing : how to be relevant and engage your customer by speaking human, 2018, Career Press
Blount, J., Inked : the ultimate guide to powerful closing and sales negotiation tactics that unlock yes and seal the deal, 2020, Wiley
Olvera Lobo, M.D. (ed)., Innovative perspectives on corporate communication in the global world, 2021, IGI Global
|
. |
| Complementary |
|
. |
(*)The teaching guide is the document in which the URV publishes the information about all its courses. It is a public document and cannot be modified. Only in exceptional cases can it be revised by the competent agent or duly revised so that it is in line with current legislation. |
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