TEACHING PLAN FOR
•
PUBLIC RELATIONS
AND CUSTOMER
RELATIONSHIP
MANAGEMENT
1. Basic description
Name of the course: Public Relations and Customer Relationship Management.
Academic year: 2014-2015
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: Estrella Fernández
Timetable:
Monday
Wednesday (seminars)
18:15-20:30
101 18:15-19:10 / 102 19:15-20:10 / 103 20:15-21:10
Office hour: Monday 20:30h (by appointment)
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
professionalising students in the area of international business and marketing:
for
- 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
Introduction to Public Relations and Consumer Relations Management.
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.
Topic 9
Reactivation of clients
Topic 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
Time
period
Type of
assessme
nt
Co
Opt
mp
Assessment agent
Teac
her
Class active
participation
Through
out the
course
X
Case
discussions, case
presentations
and articles
discussions
Group First Draft
in week 6
Through
out the
course
X
Week 6
X
X
Group PR final
submittal and
oral presentation
in week 9
Xxxxx of
xxxx
X
X
Exam
week
X
X
Final Exam
(A minimum
score of 4 is
required)
Self
eval
Coeval
X
X
Type of
activity
X
Grouping
Ind
iv.
Concep
tual
and
synthe
sis
Applica
tion
and
synthe
sis
Applica
tion
and
synthe
sis
Applica
tion
and
synthe
sis
Concep
tual
and
synthe
sis
Grou
p
(#)
X
X
15%
X
15%
X
10%
X
20%
X
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
Elements of continuous evaluation
Weight
(%)
40%
60%
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.
40%
Evaluation of competences:
GI
1
Class
participat
ion
Case
discussio
ns and
presentat
ions
Group
research
Final
exam
GI
2
G
I
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
X
X
X
X
X
E
P
1
7
E
P
2
1
•
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
•
Basic bibliography
o
Alison Theaker. (2011) The Public Relations Handbook. (media
Practice) Pub. Routledge.
o
Kostojohn, Johnson, Paulen. (2011). CRM Fundamentals. Apress
Academic.
Supplementary bibliography
(2007)
o
Anthony Davis.
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
Mastering
Public
Relations.
Palgrave
Teaching resources
o
o
Pr
o
pi
a
s
X
X
X
X
6. Bibliography and teaching resources
•
E
P
2
2
Powerpoint slides for each session which will be uploaded in Aul@Esci (Moodle platform)
Articles related to subject and case studies
X
X
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
Professor:
- Professor's exposition
- Doubts and questions
resolutions
Student:
Case
discussions
Group
presentation
- Final exam
study
research
DIRECTED
(OUTSIDE
CLASSROOM)
Professor:
AUTONOMOUS
- Reading and
assessment of case
study reports.
- Reading and
assessment of
marketing plan
sections.
- Reading of material
before class
- Personal individual
study of the subject
- Preparation for the
final exam
Student:
- Case study
preparation
- Group research
elaboration
Student:
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:
•
In the classroom: Lecture classes, Seminars, Face-to-face tutorials
•
Outside the classroom: Group work, Individual work (reports,
exercises…), Independent study
Week
Week 1 Session 1
22 SEPT
Week 2 Session 2
29 SEPT
Activity in the
classroom
Grouping/type
of activity
Introduction to
Public
Relations and
Consumer
Relations
Management.
Time
In
hours
Why and What
for the Public
Relations?
2
2
Activity outside the
classroom
Grouping/type of
activity
Groups
organization.
Deciding market to
work on, in groups,
and preparing
presentation
Article preparation.
Case preparation
(individual+groups)
Time
in
hours
4
8
Article preparation:
Week 3 Session 3
6 OCT
Seminar 1
8 OCT
Week 4 Session 4
13 OCT
Seminar 2
Article
discussion.
Understanding
the evolution
of Public
Relations
Case
Discussion
Article
Discussion
The strategy of
Public
Relations
15 OCT
Case
Discussion
Week 5 Session 5
The tactics of
55
min
2
3
Case preparation
(individual+groups)
8
55
min
Article preparation
2
Article preparation:
3
55
min
Article preparation:
4
2
Case preparation
8
20 OCT
Public
Relations
Seminar 3
22 OCT
Article
Discussion
55
min
Article
Discussion
Week 6 Session 6
27 OCT
How to create
business
relations with
individual and
segmented
consumers
Seminar 4
29 OCT
Week 7 Session 7
3 NOV
Seminar 5
5 NOV
Case
Discussion
Strategy and
Tactics of
acquisition of
new clients
Article
discussion.
2
Article preparation.
3
Final Project: First
Draft.
55
min
2
8
Case preparation
8
55
min
Final Project
First Draft
presentation
Week 8 Session 8
10 NOV
Strategy
and
Tactics
of
loyalty
programs
of
current clients.
12 NOV
Case
discussion
Week 9 Session 9
17 NOV
Reactivation of
clients
19 NOV
Article preparation
Article
discussion
5
Article preparation
55
min
Seminar 6
Seminar 7
2
3
2
Preparing groups
presentation (ppt)
10
55
min
Preparing final
document
8
2
Finalizing Final
Project document
5
Article
discussion
Week10 Session10
24 NOV
Integration
and
Interrelations
of different PR
and CRM
tactics
Wrap-up
session
Seminar 8
55
min
12
26 NOV
Week 11
Seminar 9
1 DEC
Week final exams
Groups
presentation
Preparing final
exam