Marketing & Communication
MODULE: Marketing & Communication
Program delivered by distance learning higher education up to a maximum of 57 credits. This module may be combined or completed with other online university courses from this faculty.
DESCRIPTION:
This program emphasizes fresh marketing strategies and cutting-edge marketing concepts that help keep you in touch with your customers. It focuses on the key issues facing companies today, including how to outperform competitors, anticipate future trends, improve advertising and sales, build customer loyalty, and market on the Internet. It updates the latest negotiation skills for salespeople; current marketing strategies; innovative approaches to qualitative research that deepen your understanding of your customers; and hot topics such as cohort marketing, person-to-person marketing, and marketing on the Internet, etc.
Courses list (each subject accounts for 3 credits):
1 BIU Earned Credit = 1 USA Semester Credit (15 hours of learning) = 2 ECTS Credit (30 hours of study).
Marketing & Communication
Mass Communications Advertising & Public Relations Online Marketing Consumer Behavior Product & Price Management Sales Force Management Customer Relations Management Promotional Strategies Positioning Strategies Public Relations Database & Direct Marketing Retailing & Channels of Distribution Measuring Customer Satisfaction Marketing Planning E-Commerce Strategic Marketing Management Communication Effectiveness Market Research
Academic Supervisor: William Martin Olsen
More information about this supervisor and online university course instructors at BIU Human Network.
This module is applicable to Specialist, Expert, Bachelor's, Master's and Ph.D. (Doctor) Programs. This distance learning degree program is designed at the postgraduate level – Master’s or Doctoral. This module may be easily adapted to complete the Specialist, Expert or Bachelor’s adult degree program requirements. A further option is the enrollment into the online university courses listed in this module.
* University Course (3 credits): Select 1 subject from this module.
* Specialist Diploma (15 credits): First 5 subjects or select 5 subjects from this module.
* Expert Diploma (21 credits): First 7 subjects or select 7 subjects from this module.
* Bachelor's Degree (130 credits): The Admission certificate issued after submission of the application for admission will show the amount of credit transferred and validated from previous education and experience, and the amount of credits required to complete this undergraduate program's major. Additional courses from other modules of this faculty will be assigned in case that the credits displayed on this module are not enough to complete the bachelor's required credits.
* Master's Degree (35 credits): Select from 3 to 9 subjects from this module depending on the amount of credits transferred from previous education and experience. Add 13 credits corresponding to a final project to the selected subjects.
* Ph.D. (Doctor) (45 credits): Select from 3 to 9 subjects from this module depending on the amount of credits transferred from previous education and experience. Add 18 credits corresponding to a final thesis to the selected subjects.
BIU issues an admission certificate after receiving your complete application for admission. This document will show the amount of credits transferred and validated from previous education and experience, and the amount of credits required to complete the degree program's major. BIU can not perform this evaluation without the complete application for admission.
Courses Description (each subject accounts for 3 credits):
Marketing & Communication
This course examines the concepts and techniques involved in the planning, pricing, promoting, and distribution of goods and services. It provides an analysis of marketing opportunities and threats, researching and selecting target markets, developing and comparing marketing strategies, consumer marketing versus business-to-business marketing. It deals with the communication process as it relates to marketing problems and the promotional mix considering specific applications to the areas of advertising, consumer and trade sales promotion, publicity, public relations and sponsorships, personal selling, and sales management.
Instructor: Lorena Cano Camarero
Mass Communications
This course examines the historical and contemporary theories of mass media and communication. It is concerned with illustrating the nature, functions, and responsibilities of the mass communication industries in a global environment with an emphasis on the media's role in society. It also explores mass media organizations policies, legal, ethical and censorship concerns.
Instructor: Eduardo Cano Camarero
Advertising & Public Relations
This course examines the theory and practice of advertising and public relations as they functions within the marketing strategy. It provides a detailed examination of the communicative process, with emphasis on the tools of effective communication to solve, implement, and evaluate communication problems with the aid of advertising and public relations. It explains the role of advertising and public relations in integrated marketing communications, in consumer behavior, and in media and creative planning.
Instructor: Lorena Cano Camarero
Online Marketing
This course deals with the theory and practice of marketing on the Internet, and focuses on role of Internet in the marketing strategy. It will help to identify web marketing goals, to understand web site promotion, referral programs, and search engine placement, to analyze e-commerce, online sales and customer service methods, to plan a web store, and to think about future trends in e-commerce.
Instructor: Alvaro Venegas Zamorano
Consumer Behavior
This course focuses on the major theories needed to understand buyer behavior, such as evoked set, brand loyalty, brand learning and memory, motivation, attitudes and attitude change, perception of innovations, product meaning, lifestyle and personality differences, culture and social class, and family buying influences.
Instructor: William Martin Olsen
Product & Price Management
This course provides a review of the company’s product portfolio management, including the task of product positioning, product development, product price, market development, brand diversification and alternative strategies associated with the introduction, growth, maturity and decline stages of the product life cycle. It shows the skills needed to become a successful product manager capable of dealing with all aspects of product and price management.
Instructor: Juan Carlos Bernial
Sales Force Management
This course examines the strategic role of sales; the sales process and careers in selling; customer relations and sales channel strategies; the design, development, direction, and evaluation of the sales team; sales force organization; and ethical and global dimensions of the sales force management.
Instructor: Clemens P.J.A. van den Broek
Customer Relations Management
Companies are often derailed by poor customer support and management. This course explains the relationship between suppliers, technology, and customers, which together provide the infrastructure for customer support in any business environment. Managing successful relationships with customers has become a critical organizational competency for acquiring and retaining customers.
Instructor: William Martin Olsen
Promotional Strategies
This course studies the foundations and the process of developing advertising and promotional strategies, and the factors important for the design of successful advertising campaigns. Topics include data research, positioning analysis, selection of target markets, development of objectives, creative guidelines, media planning, budgeting, and performance evaluation.
Instructor: Lorena Cano Camarero
Positioning Strategies
This course focuses on defining the competition; analyzing the competition’s position, strategies, and tactics; and developing competitive strategies and actions to secure and increase our market penetration. It examines positioning, competitive analysis, tactics and strategies.
Instructor: William Martin Olsen
Public Relations
This course deals with the theory and practice of public relations as it functions within the marketing and integrated communication strategies. It provides a detailed examination of the communicative process, with emphasis on the tools of effective communication to solve, implement, and evaluate communication problems with the aid of public relations.
Instructor: William Martin Olsen
Database & Direct Marketing
This course examines the theory, concepts, and skills associated with using databases to enhance marketing programs and build strong relationships with customers. It explains the logical and physical organization of computer database information systems and their application to direct marketing.
Instructor: Alvaro Venegas Zamorano
Retailing & Channels of Distribution
This course explains the structure of institutions in the channel of distribution, including retailers, wholesalers, and agent middlemen. It examines the organization and appraisal of middleman functions, including inventory and price policies, trade sales promotion, franchising, and other vertical marketing systems. It also focuses on areas in which retailers, wholesalers, and agent middlemen can maximize profit opportunities.
Instructor: Alvaro Venegas Zamorano
Measuring Customer Satisfaction
This course provides a review of the tools and techniques for measuring customer satisfaction. It covers how to plan, implement, and get results from a customer service strategy. It reviews methods of collecting data, such as surveys and focus groups, as well as tools for analyzing and displaying data.
Instructor: William Martin Olsen
Marketing Planning
This course integrates marketing concepts and challenges within a problem-solving framework. It examines marketing key issues, strategies, plans, and implementation in a competitive environment. It shows how to develop marketing plans and the use of technology and models in the marketing planning process. It illustrates major marketing challenges such as negative word-of-mouth, new product failure, product liability and deceptive advertising.
Instructor: Lorena Cano Camarero
E-Commerce
This course explains web commercial services. E-commerce is the name given to the business process of selling products, goods, and services over a Web browser. In its simplest form, it allows a company's product catalog to be hosted on a Web server so that customers and potential customers can visit such site, see what must be done to sell and then place orders. Each E-commerce site is different and requires different considerations.
Instructor: Alvaro Venegas Zamorano
Strategic Marketing Management
This course explores the marketing strategic process, from marketing analysis and the identification of market targets, to planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. It considers major issues such as negative word-of-mouth, product failure, consumerism, product liability and deceptive advertising. This course integrates marketing challenges within a problem-solving strategic framework.
Instructor: William Martin Olsen
Communication Effectiveness
This course covers research procedures and theories designed to determine the effectiveness of mass communication processes, taking into account the clients, media, and agencies. It covers research before and after the communication runs, and evaluates the levels of persuasion achieved. A good research helps to design an effective communication to develop brand awareness, image, distinctiveness, encourage buying behavior, and/or reinforce satisfaction.
Instructor: William Martin Olsen
Market Research
This course makes the connection between market research theory and practice: research planning, secondary research, sampling, experimentation, quantitative and qualitative research, questionnaire design, question development, data analysis, segmentation, communication and copy testing, and audience measurement. It provides the necessary data and conclusions for the effective analysis of the opinions, desires and behavior of individuals, masses or markets.
Instructor: Lorena Cano Camarero
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Professionally recognized and validated degrees.
Accredited (Non USA CHEA). International legalization available.
