TEACHING PLAN FOR PUBLIC RELATIONS AND CUSTOMER RELATIONSHIP MANAGEMENT. 1. Basic description
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1 TACHIN PLAN FOR PUBLIC RLATIONS AND CUSTOMR RLATIONSHIP MANAMNT. Baic decriptin Name f the cure: Public Relatin and Cutmer Relatinhip Management. Academic year: Term: t Degree / Cure: Bachelr Degree in Internatinal Buine and Marketing Cde: 409 Number f credit: 4 Ttal number f hur cmmitted: 00 Teaching language: nglih Lecturer: Pedr alván Timetable: Mnday :5-0:30 Wedneday (ear) 0 :5-9:0 / 0 9:5-0:0. Preentatin f the cure Thi cure ha been develped in rder t teach tudent t ptimize marketing deciin in their future prfeinal career. It begin with a definitin and intrductin f public relatin and cutmer relatinhip management and key cncept that will lead the tudent t undertand why public relatin i a key practice in marketing and CRM i a pillar in rder t undertand the difference between acquiitin and lyalty prgram. The gal i t knw hw t mix and find a perfect cmbinatin between public relatin trategy, planning and tactic. Beide, it i key t undertand the crrect path t find the accurate trategy with regard t new client acquiitin plan, retentin and lyalty peratin and finally reactivatin client plan.
2 3. Cmpetence t be achieved in the cure eneral cmpetence Intrumental cmpetence.i.. Ability t earch, analye, ae and ummarie infrmatin..i.. Ability t relate cncept and knwledge frm different area..i.4. Ability t tackle and lve prblem..i.5. Ability t take deciin in cmplex and changing envirnment..i.6. Ability t develp, preent and defend argument..i.. Oral and written cmpetence in cmmunicating in nglih. eneral pernal cmpetence.p.6. Capacity t freee event. eneric ytemic cmpetence.s.. Ability t apply creativity..s.. Ability t berve. Cmpetence fr applicability.a.. Ability t apply acquired knwledge and kill..a.. Ability t ue quantitative criteria and qualitative inight when taking deciin..a.3. Ability t earch and explit new infrmatin urce. Specific cmpetence Diciplinary cmpetence.d.. Intrduce the baic marketing tl and capacitate fr planning cmmercial trategie. Prfeinal cmpetence.p.. Ability t undertand the deciin taken by ecnmic agent and their interactin in the market..p.. Ability t analye ecnmic and market indicatr when taking deciin within the rganiatin..p.7. Ability t expre and undertand pken and written cmmunicatin in nglih at an advanced level in the internatinal buine envirnment..p.. Ability t earch and ue variu infrmatin urce..p.. Ability t cntrat knwledge btained in the learning prce and adapt it t real ituatin..p.3. Ability t apply and expand upn abtract reaning..p.4. Develp the ability t yntheie. The abve cmpetence interrelate with the baic cmpetence et ut in Ryal Decree 393/007, namely: a. cmpetence t cmprehend knwledge, n the bai f general ecndary educatin b. cmpetence t apply knwledge t day-t-day wrk in internatinal management r marketing, in particular, ability t develp and defend argument and t lve prblem c. cmpetence t gather and interpret relevant data, enabling the develpment f critical judgement n the ecnmic and cial reality d. cmpetence t cmmunicate and tranmit infrmatin (idea, prblem, lutin) t a pecialied and nn-pecialied public e. cmpetence t develp learning activitie in a relatively autnmu manner. In rder t etablih a crrepndence between the baic cmpetence and the develped in the degree, thee are gruped accrding t tw criteria. Thu, the
3 cmpetence develped in the ubject are tructured int the that are een a a develpment r pecificatin f baic cmpetence and the that define the prfeinal prfile f the graduate, with repect t general and pecific cmpetence. Baic cmpetence: undertanding f knwledge I. eneral cmpetence.s.,.a. II. Specific cmpetence.p. Baic cmpetence: applicatin f knwledge I. eneral cmpetence.i.,.s. II. Specific cmpetence.p.3 Baic cmpetence: gather and interpret data I. eneral cmpetence.i.,.p.6,.a.3 II. Specific cmpetence.p.,.p.4 Baic cmpetence: cmmunicate and tranmit infrmatin I. eneral cmpetence.i.6,.i. II. Specific cmpetence.p.7 Baic cmpetence: develp learning activitie I. eneral cmpetence.i.4 II. Specific cmpetence.p.,.p. Cmpetence that define the prfeinal prfile which are nt included under baic cmpetence In general, thee cmpetence cmbine the fllwing key element fr prfeinaliing tudent in the area f internatinal buine and marketing: - prvide tudent with the capacity t adapt t dynamic team and envirnment - prvide tudent with the capacity t create their wn integral viin f the peratin f a buine r internatinal marketing prject - prvide tudent with the capacity t take cmplex deciin and carry ut negtiatin prcee I. eneral cmpetence.i.5,.a. II. Specific cmpetence.d. Own cmpetence f the ubject Knw hw t tructure and run a PR and CRM prject. 4. Cntent Tpic Intrductin t Public Relatin and Cnumer Relatin Management.
4 Tpic Why and What fr the Public Relatin? Tpic 3 Undertanding the evlutin f Public Relatin Tpic 4 The trategy f Public Relatin Tpic 5 The tactic f Public Relatin Tpic 6 Hw t create buine relatin with individual and egmented cnumer Tpic 7 Strategy and Tactic f acquiitin f new client Tpic Strategy and Tactic f lyalty prgram f current client. Tactic 9 Reactivatin f client Tactic 0 Integratin and Interrelatin f different PR and CRM tactic 5. Aement Regular term evaluatin The final grade will be detered by the weighted average f variu cntinuu evaluatin activitie and a final exam. Aement element Cla participatin Time perid Thrugh ut the cure Type f aeme nt C mp X Op t Aement agent Teach er Sel f- ev al C - ev al Type f activity Cncept ual and ynthei ruping Ind iv. r up (#) Weigh t (%) X 5%
5 Cae dicuin, cae preentatin and article dicuin rup Firt Draft in week 6 rup PR and CSR final ubmittal and ral preentatin in week 9 Final xam (A imum cre f 4 i required) Thrugh ut the cure X X Applicati n and ynthei Week 6 X X Applicati n and ynthei Xxxxx f xxxx xam week X X X X Applicati n and ynthei X X Cncept ual and ynthei X X 5% X 0% X 0% X 40% Taking the final exam and btaining a imum cre f 4 are neceary cnditin in rder t pa the cure. If the tudent de nt btain a imum f 4 in the exam, the final grade will be the imum between 4 and the average f the exam and the cntinuu evaluatin element. xtrardinary evaluatin The element f cntinuu evaluatin cannt be reexaed. The extrardinary final exam will take place the day the Schl decide. Student will have a a final cure qualificatin: xtrardinary exam % lement f cntinuu evaluatin 45% If the tudent de nt btain a imum f 4 in the extrardinary exam, the final grade will be the imum between 4 and the average f the exam and the cntinuu evaluatin element.
6 valuatin f cmpetence: Cla participat in Cae dicui n and preentat in rup reearch Final exam I I I 3 I 4 I 5 I 6 I A A S S S 4 S 6 X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X D P P P 7 P P Pr pi a 6. Bibligraphy and teaching reurce Baic bibligraphy Alin Theaker. (0) The Public Relatin Handbk. (media Practice) Pub. Rutledge. Ktjhn, Jhnn, Paulen. (0). CRM Fundamental. Apre Academic. Supplementary bibligraphy Anthny Davi. (007) Matering Public Relatin. Palgrave Macmillan. Anne regry. (00). Planning and Managing Public Relatin Campaign. An Strategic Apprach. Pub. Kgan Page. 3 ditin. Baran & alka. (03) The Fundatin f Cntemprary Marketing Strategy. Rutledge Teaching reurce Pwerpint lide fr each ein which will be upladed in Aul@- ci (Mdle platfrm) Article related t ubject and cae tudie
7 7. Methdlgy Lecture Student are expected t be prepared and participate actively in cla dicuin. Therefre, tudent mut read prir t the cla ein the material related t the cntent f the ein a pecified in ectin. Sear Student f a pecific ear grup will frm ubgrup f 4 peple that will wrk n the cae tudy analye and dicuin and will elabrate and preent the grup reearch. Cae dicuin will be evaluated bth a a grup and n an individual bai. The grup reearch will be evaluated and graded n a grup bai. IN CLASSROOM Prfer: - Prfer' expitin - Dubt and quetin relutin Student: - Cae tudy dicuin - rup reearch preentatin - Final exam DIRCTD (OUTSID CLASSROOM) Prfer: - Reading and aement f cae tudy reprt. - Reading and aement f marketing plan ectin. Student: - Cae tudy preparatin - rup reearch elabratin AUTONOMOUS Student: - Reading f material befre cla - Pernal individual tudy f the ubject - Preparatin fr the final exam
8 . Scheduling activitie ) Allcatin f hur between thery and practical len: h f lecture and h f ear (beginning in the ecnd week f cla) ) Scheduling activitie under the curriculum, frm: In the clarm: Lecture clae, Sear, Face-t-face tutrial Outide the clarm: rup wrk, Individual wrk (reprt, exercie ), Independent tudy Week Week Sein Activity in the clarm ruping/type f activity Intrductin t Public Relatin and Cnumer Relatin Management. Time In hur Activity utide the clarm ruping/type f activity rup rganizatin. Deciding market t wrk n, in grup, and preparing preentatin Time in hur 4 Week Sein Why and What fr the Public Relatin? Public Relatin cme f age: Article preparatin. XXON CORP: Truble at Valdez cae preparatin (individual+grup) Sear Week 3 Sein Sear 3 Public Relatin Cme f Age: Article dicuin. Undertanding the evlutin f Public Relatin XXON CORP: Truble at Valdez : Cae Dicuin Article preparatin: Megamarketing TH PPSI RFRSH PROJCT cae preparatin (individual+grup) 3 Megamarketing: Article Dicuin
9 Week 4 Sein 4 The trategy f Public Relatin Article preparatin: Reputatin Warfare 3 Sear 4 TH PPSI RFRSH PROJCT Cae Dicuin Article preparatin: Cutting thrugh the marketing clutter 4 Week 5 Sein 5 The tactic f Public Relatin McDnald and the nvirnment: Cae preparatin Sear 5 Reputatin Warfare: Article Dicuin Cutting thrugh the marketing clutter: Article Dicuin Week 6 Sein 6 Sear 6 Week 7 Sein 7 Sear 7 Hw t create buine relatin with individual and egmented cnumer McDnald and the nvirnment: Cae Dicuin Strategy and Tactic f acquiitin f new client Britney Spear Univere: Scial Media and Viral Marketing: Article dicuin. Britney Spear Univere: Scial Media and Viral Marketing: Article preparatin. Final Prject: Firt Draft. BANCAJA: cae preparatin 3 Final Prject Firt Draft preentatin Week Sein Strategy and Tactic f lyalty prgram f current client. Prfit fr nnprfit : Find a crprate partner: Article preparatin 5
10 Sear BANCAJA: cae dicuin If yu lve mething let it g mbile: Article preparatin 3 Week 9 Sein 9 Reactivatin f client Preparing grup preentatin (ppt) 0 Sear 9 Prfit fr nnprfit : Find a crprate partner: Article dicuin Preparing final dcument If yu lve mething let it g mbile: Article dicuin Week0 Sein0 Integratin and Interrelatin f different PR and CRM tactic Wrap-up ein Finalizing Final Prject dcument 5 Sear0 rup preentatin Preparing final exam Week final exam
Monday 18:15-20:30 Wednesday (seminars) 101 18:15-19:10 / 102 19:15-20:10 / 103 20:15-21:10
TACHIN PLAN FOR PUBLIC RLATIONS AND CUSTOMR RLATIONSHIP MANAMNT. Basic descriptin Name f the curse: Public Relatins Custmer Relatinship Management. Academic year: 04-05 Term: st Degree / Curse: Bachelr
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