Guías Docentes Electrónicas
1. General information
ECTS credits:
Academic year:
43  45  40  42 
Main language:
Second language:
Use of additional languages:
English Friendly:
Web site:
Lecturer: MARIA ASUNCION DIAZ DEL RIO - Group(s): 40  42  45  43 
Phone number
Office hours
Facultad de CC. Jurídicas y Sociales D. 2.06

2. Pre-Requisites
Not established
3. Justification in the curriculum, relation to other subjects and to the profession
Not established
4. Degree competences achieved in this course
Course competences
Code Description
E01 Develop the ability to manage and run a company or organization, understand their competitive and institutional position, and identify their strengths and weaknesses.
E02 Develop and enhance entrepreneurship, adaptability to change and creativity in any functional area of ¿¿a company or organization.
E06 Develop and enhance the ability for general management, technical management and the management of research, development and innovation projects in any company or organization.
G01 Possession of the skills needed for continuous, self-led, independent learning, which will allow students to develop the learning abilities needed to undertake further study with a high degree of independence.
G03 Develop oral and written communication skills in order to prepare reports, research projects and business projects and defend them before any commission or group of professionals (specialised or non-specialised) in more than one language, by collecting relevant evidence and interpreting it appropriately so as to reach conclusions.
G04 Ability to use and develop information and communication technologies and to apply them to the corresponding business department by using specific programmes for these business areas.
G05 Capacity for teamwork, to lead, direct, plan and supervise multidisciplinary and multicultural teams in both national and international environments so as to create synergies which benefit organisations.
5. Objectives or Learning Outcomes
Course learning outcomes
Not established.
Additional outcomes
6. Units / Contents
  • Unit 1: Integrated marketing communications
  • Unit 2: Instruments and tools of commercial communication
  • Unit 3: Digital marketing from a communication perspective
  • Unit 4: Social media marketing
  • Unit 5: Effectiveness and metrics of commercial communication
  • Unit 6: Integrated communication plan
7. Activities, Units/Modules and Methodology
Training Activity Methodology Related Competences ECTS Hours As Com Description
Class Attendance (theory) [ON-SITE] Lectures E01 E02 G01 0.8 20 N N
Class Attendance (practical) [ON-SITE] Combination of methods E01 E02 E06 G01 G03 G05 0.6 15 Y N
Writing of reports or projects [OFF-SITE] Group Work E01 E02 E06 G03 G04 G05 1.2 30 Y N
Project or Topic Presentations [ON-SITE] Group Work E06 G03 G05 0.2 5 Y N
Group tutoring sessions [ON-SITE] Group Work E01 E02 E06 G03 G04 G05 0.1 2.5 Y N
Study and Exam Preparation [OFF-SITE] Self-study E01 E02 E06 G03 G04 G05 1.5 37.5 N N
Final test [ON-SITE] Assessment tests G01 0.1 2.5 Y Y
Total: 4.5 112.5
Total credits of in-class work: 1.8 Total class time hours: 45
Total credits of out of class work: 2.7 Total hours of out of class work: 67.5

As: Assessable training activity
Com: Training activity of compulsory overcoming (It will be essential to overcome both continuous and non-continuous assessment).

8. Evaluation criteria and Grading System
Evaluation System Continuous assessment Non-continuous evaluation * Description
Final test 40.00% 100.00%
Progress Tests 50.00% 0.00%
Assessment of problem solving and/or case studies 5.00% 0.00%
Assessment of active participation 5.00% 0.00%
Total: 100.00% 100.00%  
According to art. 4 of the UCLM Student Evaluation Regulations, it must be provided to students who cannot regularly attend face-to-face training activities the passing of the subject, having the right (art. 12.2) to be globally graded, in 2 annual calls per subject , an ordinary and an extraordinary one (evaluating 100% of the competences).

Evaluation criteria for the final exam:
  • Continuous assessment:
    Evaluation criteria not defined
  • Non-continuous evaluation:
    Evaluation criteria not defined

Specifications for the resit/retake exam:
Evaluation criteria not defined
Specifications for the second resit / retake exam:
Evaluation criteria not defined
9. Assignments, course calendar and important dates
Not related to the syllabus/contents
Hours hours
Class Attendance (theory) [PRESENCIAL][Lectures] 20
Class Attendance (practical) [PRESENCIAL][Combination of methods] 15
Writing of reports or projects [AUTÓNOMA][Group Work] 30
Project or Topic Presentations [PRESENCIAL][Group Work] 5
Group tutoring sessions [PRESENCIAL][Group Work] 2.5
Study and Exam Preparation [AUTÓNOMA][Self-study] 37.5
Final test [PRESENCIAL][Assessment tests] 2.5

Global activity
Activities hours
10. Bibliography and Sources
Author(s) Title Book/Journal Citv Publishing house ISBN Year Description Link Catálogo biblioteca
Belch, G.E. y Belch, M.A. Advertising and promotion: an integrated marketing communications perspective McGraw-Hill 0-07-340486-1 2020 Ficha de la biblioteca
Castelló Martínez, A.: Del Pino, C. De la publicidad a la comunicación persuasiva integrada ESIC Editorial 978-84-17513-95-5 2019 Ficha de la biblioteca
Estrella, A.M.; Segovia, C. Comunicación integrada de marketing ESIC Editorial 978-84-16462-93-3 2016 Ficha de la biblioteca
Kotler, P. et al. Marketing 5.0. Tecnología para la humanidad Almuzara 978-84-1870987-6 2021  
Ordozgiti, R. et al. Publicidad on line: las claves del éxito en Internet ESIC Editorial 978-84-7356-994-1 2014 Ficha de la biblioteca
Percy, L. Strategic integrated marketing communications Routledge 978-1138058323 2018  
Sicilia, M.; Palazón, M.; López, I.; López, M. Marketing en redes sociales ESIC Editorial 978-84-18415-31-9 2021 Ficha de la biblioteca

Web mantenido y actualizado por el Servicio de informática