Monday 18:15-20:30 Wednesday (seminars) :15-19:10 / :15-20:10 / :15-21:10

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1 TACHIN PLAN FOR PUBLIC RLATIONS AND CUSTOMR RLATIONSHIP MANAMNT. Basic descriptin Name f the curse: Public Relatins Custmer Relatinship Management. Academic year: Term: st Degree / Curse: Bachelr s Degree in Internatinal Business Marketing Cde: 409 Number f credits: 4 Ttal number f hurs cmmitted: 00 Teaching language: nglish Lecturer: strella Fernández Timetable: Mnday 8:5-0:30 Wednesday (sears) 0 8:5-9:0 / 0 9:5-0:0 / 03 0:5-:0 Office hur: Mnday 0:30h (by appintment). Presentatin f the curse This curse has been develped in rder t teach students t ptimize marketing decisins in their future prfessinal careers. It begins with a definitin intrductin f public relatins custmer relatinship management key cncepts that will lead the students t underst why public relatins is a key practice in marketing CRM is a pillar in rder t underst the differences between acquisitin lyalty prgrams. The gal is t knw hw t mix find a perfect cmbinatin between public relatins strategy, planning tactics. Besides, it is key t underst the crrect path t find the accurate strategy with regards t new client s acquisitin plans, retentin lyalty peratins finally reactivatin client s plans.

2 3. Cmpetences t be achieved in the curse eneral cmpetences Instrumental cmpetences.i.. Ability t search, analyse, assess summarise infrmatin..i.. Ability t relate cncepts knwledge frm different areas..i.4. Ability t tackle slve prblems..i.5. Ability t take decisins in cmplex changing envirnments..i.6. Ability t develp, present defend arguments..i.8. Oral written cmpetence in cmmunicating in nglish. eneral persnal cmpetences.p.6. Capacity t fresee events. eneric systemic cmpetences.s.. Ability t apply creativity..s.. Ability t bserve. Cmpetences fr applicability.a.. Ability t apply acquired knwledge skills..a.. Ability t use quantitative criteria qualitative insights when taking decisins..a.3. Ability t search explit new infrmatin surces. Specific cmpetences Disciplinary cmpetences.d.. Intrduce the basic marketing tls capacitate fr planning cmmercial strategies. Prfessinal cmpetences.p.. Ability t underst the decisins taken by ecnmic agents their interactin in the markets..p.. Ability t analyse ecnmic market indicatrs when taking decisins within the rganisatin..p.7. Ability t express underst spken written cmmunicatin in nglish at an advanced level in the internatinal business envirnment..p.. Ability t search use varius infrmatin surces..p.. Ability t cntrast knwledge btained in the learning prcess adapt it t real situatins..p.3. Ability t apply exp upn abstract reasning..p.4. Develp the ability t synthesise. The abve cmpetences interrelate with the basic cmpetences set ut in Ryal Decree 393/007, namely: a. cmpetence t cmprehend knwledge, n the basis f general secndary educatin b. cmpetence t apply knwledge t day-t-day wrk in internatinal management r marketing, in particular, ability t develp defend arguments t slve prblems c. cmpetence t gather interpret relevant data, enabling the develpment f critical judgements n the ecnmic scial reality d. cmpetence t cmmunicate transmit infrmatin (ideas, prblems, slutins) t a specialised nn-specialised public e. cmpetence t develp learning activities in a relatively autnmus manner. In rder t establish a crrespndence between the basic cmpetences thse develped in the degree, these are gruped accrding t tw criteria. Thus, the

3 cmpetences develped in the subject are structured int thse that are seen as a develpment r specificatin f basic cmpetences thse that define the prfessinal prfile f the graduate, with respect t general specific cmpetences. Basic cmpetence: understing f knwledge I. eneral cmpetences.s.,.a. II. Specific cmpetences.p. Basic cmpetence: applicatin f knwledge I. eneral cmpetences.i.,.s. II. Specific cmpetences.p.3 Basic cmpetence: gather interpret data I. eneral cmpetences.i.,.p.6,.a.3 II. Specific cmpetences.p.,.p.4 Basic cmpetence: cmmunicate transmit infrmatin I. eneral cmpetences.i.6,.i.8 II. Specific cmpetences.p.7 Basic cmpetence: develp learning activities I. eneral cmpetences.i.4 II. Specific cmpetences.p.,.p. Cmpetences that define the prfessinal prfile which are nt included under basic cmpetences In general, these cmpetences cmbine the fllwing key elements fr prfessinalising students in the area f internatinal business marketing: - prvide students with the capacity t adapt t dynamic teams envirnments - prvide students with the capacity t create their wn integral visin f the peratin f a business r internatinal marketing prject - prvide students with the capacity t take cmplex decisins carry ut negtiatin prcesses I. eneral cmpetences.i.5,.a. II. Specific cmpetences.d. Own cmpetences f the subject Knw hw t structure run a PR CRM prject. 4. Cntents Tpic Intrductin t Public Relatins Cnsumer Relatins Management.

4 Tpic Why What fr the Public Relatins? Tpic 3 Understing the evlutin f Public Relatins Tpic 4 The strategy f Public Relatins Tpic 5 The tactics f Public Relatins Tpic 6 Hw t create business relatins with individual segmented cnsumers Tpic 7 Strategy Tactics f acquisitin f new clients Tpic 8 Strategy Tactics f lyalty prgrams f current clients. Tpic 9 Reactivatin f clients Tpic 0 Integratin Interrelatins f different PR CRM tactics 5. Assessment Regular term evaluatin The final grade will be detered by the weighted average f varius cntinuus evaluatin activities a final exam.

5 Assessment elements Class active participatin discussins, case presentatins articles discussins rup First Draft in week 6 rup PR final submittal ral presentatin in week 9 Final xam (A imum scre f 4 is required) Time perid Thrugh ut the curse Thrugh ut the curse Type f assessme nt C Opt mp Assessment agent Teac her Self - eval Ceval Type f activity X Cncep tual synthe sis X X Applica tin synthe sis Week 6 X X Applica tin synthe sis Xxxxx f xxxx xam week X X X X Applica tin synthe sis X X Cncep tual synthe sis ruping Ind iv. ru p (#) Weight (%) X 5% X X 5% X 0% X 0% X 40% Taking the final exam btaining a imum scre f 4 are necessary cnditins in rder t pass the curse. If the student des nt btain a imum f 4 in the exam, the final grade will be the imum between 4 the average f the exam the cntinuus evaluatin elements. xtrardinary evaluatin The elements f cntinuus evaluatin cannt be reexaed. The extrardinary final exam will take place the day the Schl decides. Students will have as a final curse qualificatin: xtrardinary exam 40% lements f cntinuus evaluatin 60% If the student des nt btain a imum f 4 in the extrardinary exam, the final grade will be the imum between 4 the average f the exam the cntinuus evaluatin elements.

6 valuatin f cmpetences: Class participat in discussi ns presentat ins rup research Final exam I I I 3 I 4 I 5 I 6 I 8 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 s 6. Bibligraphy teaching resurces Basic bibligraphy Alisn Theaker. (0) The Public Relatins Hbk. (media Practice) Pub. Rutledge. Kstjhn, Jhnsn, Paulen. (0). CRM Fundamentals. Apress Academic. Supplementary bibligraphy Anthny Davis. (007) Mastering Public Relatins. Palgrave Macmillan. Anne regry. (00). Planning Managing Public Relatins Campaigns. An Strategic Apprach. Pub. Kgan Page. 3 ditin. Baran & alka. (03) The Fundatin f Cntemprary Marketing Strategy. Rutledge Teaching resurces Pwerpint slides fr each sessin which will be upladed in Aul@- sci (Mdle platfrm) s related t subject case studies

7 7. Methdlgy Lectures Students are expected t be prepared participate actively in class discussins. Therefre, students must read prir t the class sessin the material related t the cntent f the sessin as specified in sectin 8. Sears Students f a specific sear grup will frm subgrups f 4 peple that will wrk n the case study analyses discussins will elabrate present the grup research. discussins will be evaluated bth as a grup n an individual basis. The grup research will be evaluated graded n a grup basis. IN CLASSROOM Prfessr: - Prfessr's expsitin - Dubts questins reslutins Student: - study discussins - rup research presentatin - Final exam DIRCTD (OUTSID CLASSROOM) Prfessr: - Reading assessment f case study reprts. - Reading assessment f marketing plan sectins. Student: - study preparatin - rup research elabratin AUTONOMOUS Student: - Reading f material befre class - Persnal individual study f the subject - Preparatin fr the final exam

8 8. Scheduling activities ) Allcatin f hurs between thery practical lessns: h f lecture h f sear (beginning in the secnd week f class) ) Scheduling activities under the curriculum, frm: In the classrm: Lecture classes, Sears, Face-t-face tutrials Outside the classrm: rup wrk, Individual wrk (reprts, exercises ), Independent study Week Week Sessin SPT Activity in the classrm ruping/type f activity Intrductin t Public Relatins Cnsumer Relatins Management. Time In hurs Activity utside the classrm ruping/type f activity rups rganizatin. Deciding market t wrk n, in grups, preparing presentatin Time in hurs 4 Week Sessin 9 SPT Why What fr the Public Relatins? preparatin. preparatin (individual+grups) 8 preparatin: Week 3 Sessin 3 6 OCT 8 OCT Sear discussin. Understing the evlutin f Public Relatins Discussin preparatin (individual+grups) preparatin 3 8 Week 4 Sessin 4 3 OCT Discussin The strategy f Public Relatins preparatin: 3 5 OCT Sear Discussin preparatin: 4 Week 5 Sessin 5 The tactics f preparatin 8

9 0 OCT Public Relatins OCT Sear 3 Discussin Discussin Week 6 Sessin 6 7 OCT 9 OCT Sear 4 Week 7 Sessin 7 3 NOV 5 NOV Sear 5 Hw t create business relatins with individual segmented cnsumers Discussin Strategy Tactics f acquisitin f new clients discussin. preparatin. Final Prject: First Draft. 3 8 preparatin 8 Final Prject First Draft presentatin Week 8 Sessin 8 0 NOV Strategy Tactics f lyalty prgrams f current clients. preparatin preparatin 5 Sear 6 NOV discussin 3 Week 9 Sessin 9 7 NOV Reactivatin f clients Preparing grups presentatin (ppt) 0 Sear 7 9 NOV discussin Preparing final dcument 8 discussin Week0 Sessin0 4 NOV Integratin Finalizing Final Prject dcument 5

10 6 NOV Sear 8 Interrelatins f different PR CRM tactics Wrap-up sessin Week Sear 9 DC Week final exams rups presentatin Preparing final exam