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Communication in Retail Areas
OVERVIEW
CEA CAPA Partner Institution: EUSA University Center
Location: Seville, Spain
Primary Subject Area: Advertising
Instruction in: English
Course Code: 5370055EN
Transcript Source: Partner Institution
Course Details: Level 400
Recommended Semester Credits: 3
Contact Hours: 60
Prerequisites: It is necessary to have the prior knowledge acquired during the first courses of the Degree in Publicity and Public Relations, especially those related to subjects such as theory and structure of publicity, marketing, history of advertising and public relations, channels and advertising media, or creativity and advertising strategy. Basic knowledge of internet and computing (Microsoft office): email, web pages and search engines, social networks ?Ability to observe and analyze, critical spirit and ability to work as a team.
DESCRIPTION
A commercial establishment (both real and virtual) is not only a space to acquire products. It is also an area in which the interests of all the actors of the commercial process converge. The aim of this course is provide students with a much deeper and specialized theoretical-practical vision of one of the main aspects of marketing: commercial communication or marketing in points of sale.
Different issues and processes that play a role in the whole "buy process? will be addressed: from the behavior of the consumer, their motivations and type of decisions, to the communication strategies and tools that are part of the marketing strategy (and, therefore, in the strategy of the company itself). With this approach, the student will obtain a vision as broad and realistic as possible of the various tools and techniques available to the company to communicate with their different target audiences at the point of sale, as well as new environments and digital/online tools.
Different issues and processes that play a role in the whole "buy process? will be addressed: from the behavior of the consumer, their motivations and type of decisions, to the communication strategies and tools that are part of the marketing strategy (and, therefore, in the strategy of the company itself). With this approach, the student will obtain a vision as broad and realistic as possible of the various tools and techniques available to the company to communicate with their different target audiences at the point of sale, as well as new environments and digital/online tools.
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