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Introduction
and Aims of the course
Great innovation is taking place in the advertising industry. New media,
new target markets, consumer fragmentation, all conspire to induce managers
to look for more effective and efficient forms of communication and tools
to segment media and markets. Important advances are taking place in personal,
direct & interactive communications, and the integration of one-to-one
media and digital media into the traditional mass electronic and print
media mix.
This rapidly changing environment requires specialised preparation if
we want to be successful personally and professionally in competing in
ever more direct, interactive and digital markets. Nowadays companies
look for communications professionals trained in the new strategies of
interactive communications and direct advertising.
The European Diploma Course in Direct Advertising and Interactive Communications
aims to respond to this need through a programme in which FCCB and ICEMD
combine their respective strengths and experience.
Through this programme the student will receive the necessary training
to become a recognised professional in the most up-to-date forms of communications.
The programme places special emphasis on how to combine the traditional
communications media with the new digital, interactive and one-to-one
media to obtain measurable responses and to build profitable one-on-one
relationships with customers.
DEGREES OBTAINED:
This is the only Postgraduate Programme in Catalonia that meets the strict
requirements of the Pan European Education and Assessment Committee (PEEAC).
As a result, its graduates will be entitled to an additional degree: the
European Certificate in Direct and Interactive Marketing. This degree,
highly valued by European Industry, is awarded by FEDMA (Federation of
European Direct Marketing) in Brussels, under the auspices of the European
Commission.
Consequently, successful graduates will be entitled to three degrees:
• Postgraduate Degree in Direct Advertising & Interactive Communications,
awarded by the Universitat Ramón Llull.
• Diploma in Direct Advertising & Interactive Communications,
awarded by ICEMD -- Institute of e-Commerce and Direct Marketing (Spain),
with the academic recognition of ESIC and endorsed by the Spanish Federation
of e-Commerce and Direct Marketing (FECEMD).
• European Certificate in Direct & Interactive Marketing, awarded
by FEDMA (Federation of European Direct Marketing) under the auspices
of the European Commission.
Profile
University graduates in advertising, public relations, economics, management,
business administration. Professionals of advertising, communications,
direct & interactive marketing and related disciplines.
| Programme | Credits |
| Obtaining measurable results through
traditional and new communications media |
1 |
| Reaching the target market one-to-one
using database driven media (mailings, e-mailings, personalised
webs, telecommunications, new digital and interactive media) |
1 |
| Develop integrated communications
strategies: principles of persuasion, brand strategies, response
inducements and order generation through the various online and
offline media |
2 |
| Acquisition of high potential value customers | 1 |
| Loyalty building techniques: welcome communications, cross selling, upgrading, activation, personal involvement in the brand, Member Get Member and related techniques, recuperation of lapsed customers | 1 |
| Strategic Planning: Budgets, Projections, Planning Models, Analytical and Results optimisation tools | 2 |
| The correct use of results analysis and testing tools | 1 |
| Optimising the media mix: How to integrate the different media seamlessly to obtain responses and to reach customers one-to-one, and to generate 360º brand involvement | 1 |
| Creativity: How to achieve brilliant results brilliantly: Positioning, the elements of an irresistible offer, the correct use of incentives and the secrets of a brilliant creative execution. | 1 |
| Management, planning and development of integrated direct & interactive marketing campaigns: the selection and management of direct and interactive service providers, how to write an effective creative brief, how to implement direct & interactive marketing campaigns effectively. | 2 |
| Analysis of emblematic national and European case studies from the Business-to-Consumer and Business-to-Business sectors. | 1 |
| The Spanish and European Social and legal environment: How to ensure that our direct and interactive communications are accepted socially and abide by the law. | 1 |
Methodology
Throughout the Postgraduate course the student
will receive practical training imparted by first line professionals of
the industry. The lectures, group work and tutorials, and the participation
in the digital forums and virtual communities of ICEMD are complemented
by a European Workshop and Practical Cases that extend the reach of the
Postgraduate course well beyond our borders, and that have earned the
unanimous praise of European industry.
To fulfil the requirements of the European Certificate, the Postgraduate
Course is updated every year following the indications of the Pan European
Education and Assessment Committee in Brussels. As a direct result of
the constant interchange with the rest of Europe, the lectures and tutorials
of the Postgraduate Course are complemented by an end-of-course Workshop
which aims to prepare the professional to carry out his professional activities
in an increasingly multinational environment marked by the context of
increasing European integration.
Teachers
Xavi Durán, diplomado
en Ciencias Económicas y Empresariales, Master en Dirección
de Marketing, profesor de la Facultat de Comunicació Blanquerna
(URL)
Fernando Cano, licenciado en Derecho,
Master en Dirección de Marketing
Ernest Vives, Diplomado en Ciencias Empresariales,
Master en Dirección de Empresas
Carles Massaguer, licenciado en Ciencias
Económicas y Empresariales, Master en Dirección de Empresas
María Moreno, licenciada en Ciencias
Económicas, Master en Postgrado en Marketing Estratégico
Albert Solé, Licenciado en Dirección
y Administración de empresas, Master en Dirección de Empresas
Xavier Blancher, Ingeniero Técnico
Miguel Acosta, licenciado en Derecho,
Master en Derecho Europeo
Josep Alet, Doctor en Ciencias Económicas,
Master en Economía y Dirección de Empresas
Joost Van Nispen,
Bachelor of Arts in Mathematics and Computer Science, Master of Science
in Political Science
Virtual Classroom
The lectures in this course are complemented by ICEMD’S “virtual classroom”, an exclusive personalised space where students and professors can interact and further develop the knowledge acquired in the classroom, thus enriching the classroom lectures with digital practice.
Evaluations
The course coordinator will communicate the evaluation criteria at the start of the Postgraduate Course. One of these will be compulsory class attendance. No one will be awarded a degree unless they have attended a minimum of 80% of the lectures.
Students will receive paper based copies of the charts
used in the lectures. Through the virtual classroom students will receive
compulsory and recommended bibliography and websites.
