Integrated Marketing Communication

• CB1. Mastery of fundamental concepts of marketing and communication in general.
• CB2. Knowledge of marketing strategies applied to communication.
• CB3. B2-level English language proficiency for reading specialized scientific articles.

Teaching and learning methodologies are based on participatory and interactive methods, with continuous supervision and feedback from the professor, including:
M1: Theoretical-practical classes introducing key concepts and analyzing case studies, fostering critical discussion.
M2: Supervised individual and group work, where students can apply IMC concepts and collaboratively develop IMC strategies and plans for a brand.
M3: Lectures by external specialists to discuss real company cases, linking theoretical concepts to market realities.

O1: Identify the fundamental principles of Integrated Marketing Communication (IMC) and the concept of omnichannel.
O2: Explain the role of the IMC mix and the importance of channel integration in developing communication strategies.
O3: Demonstrate the ability to create coherent and creative messages for IMC campaigns, considering different cultural and legal contexts.
O4: Evaluate the effectiveness of IMC campaigns using appropriate metrics to measure the impact of the implemented strategies.
O5: Develop a comprehensive Integrated Marketing Communication plan that strategically integrates different channels and resources.
O6: Justify ethical and legal decisions in IMC campaigns, considering the global context and their social and environmental impact.

C1: Principles of Integrated Marketing Communication (IMC): brand communication and the omnichannel context.
C2: The IMC Mix and channel integration.
C3: The message in IMC: creative development and execution.
C4: IMC Planning.
C5: Metrics and measuring campaign effectiveness.
C6: Ethics, legislation, sustainability, and the marketing communication industry in a global context.

Students may choose one of two assessment schemes A) or B):

A) CONTINUOUS/PERIODIC ASSESSMENT:

- MA1. Individual Written Test (40%): Closed-book. Minimum grade of 8.5.

Mandatory.
- MA2. Group Project (40%): Practical case study analysis. Minimum grade of 9.5.

AI Guideline: Level 2 permitted (AI as a tool to support writing and code drafting). Students must attach a mandatory AI usage declaration listing the prompts used and a record of their critical input.

- MA3. Individual Oral Presentation and Defense (20%): Individual project presentation and response to questions from the jury/instructor. Minimum grade of 9.5. Mandatory for defending the group grade (MA2).

AI Guideline: Level 0 (No AI usage whatsoever).

Final Grade Formula:
CF = 0.40 x MA1 + 0.4 x MA2 + 0.2 x MA3

B) EXAM-BASED ASSESSMENT (Resit/Special Exam Periods):

- MA4. EXAM-BASED ASSESSMENT

Individual Written Exam (100%): Minimum grade of 9.5.

General grading criteria

• Excellent (18-20): rigorous command of concepts, integration of different topics, use of correct technical terminology, and critical argumentation.
• Good (14-17): solid knowledge; minor omissions that do not compromise overall quality.
• Sufficient (10-13): understanding of essential concepts, but limited capacity for integration or substantiation.
• Insufficient (<10): incomplete, incorrect, or predominantly descriptive answers, lacking application of the concepts studied.

Student-Worker Status (TE): Exempt from attendance requirements in MA2. Group work may be replaced by an individual project, and the corresponding individual oral defense (MA3) is mandatory.

NAO