Educational guide 2024_25 Facultade de Comunicación

Contents

Topic	Sub-topic
CONCEPT OF MARKETING	Basic concepts of marketing. The evolution of the marketing. The relational marketing.
STRATEGIC MARKETING PLANNING	Strategic marketing planning. The marketing plan.
MARKETING RESEARCH	Concept, content and applications of the marketing research in the audiovisual sector. The phases of the investigation of markets.
MARKET AND CONSUMER BEHAVIOUR.	Concepts of market and demand. Study of the consumer behaviour. The segmentation of audiovisual market.
MARKETING MIX	The audiovisual and multimedia product. The price and the value. Channels of distribution in the audiovisual sector. The commercial communication