TEACHING PLAN FOR
•
PUBLIC RELATIONS
AND CUSTOMER
RELATIONSHIP
MANAGEMENT
1. Basic descriptionName of the course: Public Relations and Customer Relationship Management. Academic year: 2013-2014
Term: 1st
Degree / Course: Bachelor’s Degree in International Business and Marketing Code: 40119
Number of credits: 4
Total number of hours committed: 100 Teaching language: English
Lecturer: Pedro Galván Timetable:
Monday 18:15-20:30
Wednesday (seminars) 101 18:15-19:10 / 102 19:15-20:10
2. Presentation of the course
This course has been developed in order to teach students to optimize marketing decisions in their future professional careers. It begins with a definition and introduction of public relations and customer relationship management and key concepts that will lead the students to understand why public relations is a key practice in marketing and CRM is a pillar in order to understand the differences between acquisition and loyalty programs.
The goal is to know how to mix and find a perfect combination between public relations strategy, planning and tactics. Besides, it is key to understand the correct path to find the accurate strategy with regards to new client’s acquisition plans, retention and loyalty operations and finally reactivation client’s plans.
3. Competences to be achieved in the course
General competences
Instrumental competences
G.I.1. Ability to search, analyse, assess and summarise information.
G.I.2. Ability to relate concepts and knowledge from different areas.
G.I.4. Ability to tackle and solve problems.
G.I.5. Ability to take decisions in complex and changing environments. G.I.6. Ability to develop, present and defend arguments.
G.I.8. Oral and written competence in communicating in English.
General personal competences G.P.6. Capacity to foresee events.
Generic systemic competences G.S.1. Ability to apply creativity. G.S.2. Ability to observe.
Competences for applicability G.A.1. Ability to apply acquired knowledge and skills.
G.A.2. Ability to use quantitative criteria and qualitative insights when taking decisions.
G.A.3. Ability to search and exploit new information sources.
Specific competences Disciplinary competences
E.D.11. Introduce the basic marketing tools and capacitate for planning commercial strategies.
Professional competences
E.P.1. Ability to understand the decisions taken by economic agents and their interaction in the markets.
E.P.2. Ability to analyse economic and market indicators when taking decisions within the organisation.
E.P.17. Ability to express and understand spoken and written communication in English at an advanced level in the international business environment.
E.P.21. Ability to search and use various information sources.
E.P.22. Ability to contrast knowledge obtained in the learning process and adapt it to real situations.
E.P.23. Ability to apply and expand upon abstract reasoning.
E.P.24. Develop the ability to synthesise.
The above competences interrelate with the basic competences set out in Royal Decree 1393/2007, namely:
a. competence to comprehend knowledge, on the basis of general secondary education
b. competence to apply knowledge to day-to-day work in international management or marketing, in particular, ability to develop and defend arguments and to solve problems
c. competence to gather and interpret relevant data, enabling the development of critical judgements on the economic and social reality
d. competence to communicate and transmit information (ideas, problems, solutions) to a specialised and non-specialised public
e. competence to develop learning activities in a relatively autonomous manner.
In order to establish a correspondence between the basic competences and those developed in the degree, these are grouped according to two criteria. Thus, the
competences developed in the subject are structured into those that are seen as a development or specification of basic competences and those that define the professional profile of the graduate, with respect to general and specific competences.
Basic competence: understanding of knowledge I. General competences G.S.2, G.A.2
II. Specific competences E.P.1
Basic competence: application of knowledge I. General competences G.I.2, G.S.1
II. Specific competences E.P.23
Basic competence: gather and interpret data I. General competences G.I.1, G.P.6, G.A.3 II. Specific competences E.P.2, E.P.24
Basic competence: communicate and transmit information I. General competences G.I.6, G.I.8
II. Specific competences E.P.17
Basic competence: develop learning activities I. General competences G.I.4
II. Specific competences E.P.21, E.P.22
Competences that define the professional profile which are not included under basic competences
In general, these competences combine the following key elements for professionalising students in the area of international business and marketing: - provide students with the capacity to adapt to dynamic teams and environments - provide students with the capacity to create their own integral vision of the operation of a business or international marketing project
- provide students with the capacity to take complex decisions and carry out negotiation processes
I. General competences G.I.5, G.A.1 II. Specific competences E.D.11 Own competences of the subject
Know how to structure and run a PR and CRM project.
4. Contents Topic 1
Topic 2
Why and What for the Public Relations? Topic 3
Understanding the evolution of Public Relations Topic 4
The strategy of Public Relations Topic 5
The tactics of Public Relations Topic 6
How to create business relations with individual and segmented consumers Topic 7
Strategy and Tactics of acquisition of new clients Topic 8
Strategy and Tactics of loyalty programs of current clients. Tactic 9
Reactivation of clients Tactic 10
Integration and Interrelations of different PR and CRM tactics
5. Assessment
Regular term evaluation
The final grade will be determined by the weighted average of various continuous evaluation activities and a final exam
.
Assessment
elements period Time assessmeType of nt
Assessment
agent Type of activity Grouping Weight (%) Co mp Opt Teacher Self- ev al Co - ev al Ind iv. Group (#) Class participation Through out the course X Concept ual and synthesi X 15%
s Case discussions, case presentations and articles discussions Through out the course X X Applicati on and synthesi s X X 15%
Group First Draft
in week 6 Week 6 X X Application and synthesi s X 10% Group PR and CSR final submittal and oral presentation in week 9 Xxxxx of xxxx X X X X Application and synthesi s X 20% Final Exam (A minimum score of 4 is required) Exam
week X X Conceptual and synthesi
s
X 40%
Taking the final exam and obtaining a minimum score of 4 are necessary conditions in order to pass the course.
If the student does not obtain a minimum of 4 in the exam, the final grade will be the minimum between 4 and the average of the exam and the continuous evaluation elements.
Extraordinary evaluation
The elements of continuous evaluation cannot be reexamined.
The extraordinary final exam will take place the day the School decides. Students will have as a final course qualification:
Extraordinary exam 55% Elements of continuous evaluation 45%
If the student does not obtain a minimum of 4 in the extraordinary exam, the final grade will be the minimum between 4 and the average of the exam and the continuous evaluation elements.
Evaluation of competences: GI 1 GI2 GI 3 G I 4 G I 5 G I 6 G I 8 G A 1 G A 2 G S 1 G S 2 G S 4 G S 6 E D 1 1 E P 1 E P 2 E P 1 7 E P 2 1 E P 2 2 Pr o pi a s Class participat ion X X X Case discussio ns and presentat ions X X X X X X X X X X X X X X X Group research X X X X X X X X X X X X X X X X X Final exam X X X
6. Bibliography and teaching resources
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Basic bibliographyo Alison Theaker. (2011) The Public Relations Handbook. (media Practice) Pub. Routledge.
o Kostojohn, Johnson, Paulen. (2011). CRM Fundamentals. Apress Academic.
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Supplementary bibliographyo Anthony Davis. (2007) Mastering Public Relations. Palgrave Macmillan.
o Anne Gregory. (2010). Planning and Managing Public Relations Campaigns. An Strategic Approach. Pub. Kogan Page. 3 Edition. o Baran & Galka. (2013) The Foundation of Contemporary Marketing
Strategy. Routledge
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Teaching resourceso Powerpoint slides for each session which will be uploaded in Aul@-Esci (Moodle platform)
7. Methodology Lectures
Students are expected to be prepared and participate actively in class discussions. Therefore, students must read prior to the class session the material related to the content of the session as specified in section 8.
Seminars
Students of a specific seminar group will form subgroups of 4 people that will work on the case study analyses and discussions and will elaborate and present the group research. Case discussions will be evaluated both as a group and on an individual basis. The group research will be evaluated and graded on a group basis.
IN CLASSROOM DIRECTED (OUTSIDE CLASSROOM) AUTONOMOUS Professor: - Professor's exposition - Doubts and questions resolutions Student: - Case study discussions - Group research presentation - Final exam Professor: - Reading and assessment of case study reports. - Reading and assessment of marketing plan sections. Student: - Case study preparation - Group research elaboration Student: - Reading of material before class - Personal individual study of the subject - Preparation for the final exam
8. Scheduling activities
1) Allocation of hours between theory and practical lessons:
•
2 h of lecture and 1 h of seminar (beginning in the second week of class)2) Scheduling activities under the curriculum, from:
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In the classroom: Lecture classes, Seminars, Face-to-face tutorials•
Outside the classroom: Group work, Individual work (reports,exercises…), Independent study
Week Activity in the classroom Grouping/type of activity Time In hours
Activity outside the classroom Grouping/type of activity Time in hours Week 1 Session XXXXX Introduction to Public Relations and Consumer Relations Management. 2 Groups organization. Deciding market to work on, in groups, and preparing presentation Public Relations comes of age: Article preparation. 4 Week 2 Session 2 XXXXX Seminar 2 XXXXX
Why and What for the Public Relations? Public Relations Comes of Age: Article discussion. 2 55 min EXXON CORP: Trouble at Valdez case preparation (individual+groups) Article preparation: Megamarketing 8 3 Week 3 Session XXXXX Seminar 3 XXXXX Understanding the evolution of Public Relations EXXON CORP: Trouble at Valdez : Case Discussion Megamarketing: Article Discussion 2 55 min THE PEPSI REFRESH PROJECT case preparation (individual+groups) 8
Week 4 Session 4 XXXXX Seminar 4 XXXXX The strategy of Public Relations THE PEPSI REFRESH PROJECT Case Discussion 2 55 min Article preparation: Reputation Warfare Article preparation: Cutting through the marketing clutter 3 4 Week 5 Session 5 XXXXX Seminar 5 XXXXX The tactics of Public Relations Reputation Warfare: Article Discussion Cutting through the marketing clutter: Article Discussion 2 55 min
McDonald’s and the Environment: Case preparation 8 Week 6 Session 6 XXXXX Seminar 6 XXXXX How to create business relations with individual and segmented consumers McDonald’s and the Environment: Case Discussion 2 55 min Britney Spears Universe: Social Media and Viral Marketing: Article preparation. Final Project: First Draft. 3 8 Week 7 Session 7 XXXXX Seminar 7 XXXXX Strategy and Tactics of acquisition of new clients Britney Spears Universe: Social Media and Viral Marketing: Article discussion. Final Project First Draft presentation 2 55 min BANCAJA: case preparation 8 Week 8 Session 8
XXXXX Strategy Tactics and of
loyalty programs of current clients. 2 Profits for nonprofits : Find a corporate partner: Article preparation 5
Seminar 8 XXXXX BANCAJA: case discussion 55 min If you love something let it go mobile: Article preparation 3 Week 9 Session 9 XXXXX Seminar 9 XXXXX Reactivation of clients Profits for nonprofits : Find a corporate partner: Article discussion If you love something let it go mobile: Article discussion 2 55 min Preparing groups presentation (ppt) Preparing final document 10 8 Week10 Session10 XXXXX Seminar10 XXXXX Integration and Interrelations of different PR and CRM tactics Wrap-up session Groups presentation 2 55 min Finalizing Final Project document Preparing final exam 5 12
