WPP Master class
Objectives
This course aims to provide students a broad understanding of communication from three complementary disciplines: marketing and communication with purpose, media with a purpose, reputation and crisis management. The world is changing rapidly, and brands need to change along - demographics and urbanization, technology and connectivity, work and life balance, careers, the break in hierarchies and trust in governments. Brands need to listen and to adapt to the new consumers journeys. Consumers that are citizens. That are prosumers. We all experience life through media so it is a huge responsibility for media people to develop strategies that help us to better understand the world. The purpose of media and the new challenges targeting consumers will be the major topics. It will be a reality check with a variety of examples, supported by local and international case studies from the industry. When approaching crisis and reputation, we will be evaluating the significant impact on both issues protecting and growing private and public companies which, in modern and technological based societies as ours, are one of the key barometers of a business health. Both theoretical and practice approaches will be stimulated during the course.
General characterization
Code
2418
Credits
3.5
Responsible teacher
Jorge Velosa
Hours
Weekly - Available soon
Total - Available soon
Teaching language
English
Prerequisites
n/a
Bibliography
Wunderman Thompson Intelligent reports, including The Future 100 example and analyses of the key consumer trends. (available on class section on Moodle)
Kantar: https://www.kantarworldpanel.com/global
Euromonitor: https://blog.euromonitor.com/
Global Brand report: Brand Z ¿ http://www.brandz.com/
O ther links and documents COVID19 to be post on Moodle
Teaching method
The course will be a mix of theory, cases and discussions. A hands-on approach to the subject will be used with many examples and material from the field.
Evaluation method
The weight of the final exam will be 50%. The remainder of the evaluation will consist of a Group Report , worth 30% of your grade, and class participation with a 20% weight
Subject matter
A. CRISIS AND REPUTATION: THE TWO FACES OF THE SAME COIN
- Public Relations in a global and changing world
- Crisis
- Reputation
B. PLANNING MEDIA WITH AND FOR PURPOSE
C. RESPONSIBILITIES OF CURRENT COMPANIES AND BRANDS