Strategic Communication and Marketing (5cr)

Objective

Students will:

- Understand the role of communication and marketing in strategic management.
- Use digital tools effectively in strategic communication and marketing.
- Assess communication and marketing from a strategic perspective and identify development needs.
- Design and implement a strategic communication and marketing plan, including in digital environments.

Content

Content:

- Principles and knowledge base of strategic communication and marketing
- Designing strategic communication and marketing plans for cultural organisations
- Anticipating changes in the cultural sector: diversity, internationalisation, digital tools, AI-based applications and future trends

Assessment criteria, satisfactory (1)

- Satisfactory (2): the student demonstrates mastery of at least 55–64 % of the set objectives
- Satisfactory (1): the student demonstrates mastery of at least 40–54 % of the set objectives

Assessment criteria, good (3)

- Good (4): the student demonstrates mastery of at least 75–89 % of the set objectives
- Good (3): the student demonstrates mastery of at least 65–74 %

Assessment criteria, excellent (5)

- Excellent (5): the student demonstrates mastery of at least 90 % of the set objectives