The learning objectives established for this course consist on the acquisition of knowledge on:

1) Foundations of marketing communications as integrated marketing communications,

2) Specific communication techniques and recognize the contributions of Advertising, Direct Marketing, Promotions, Public Relations and different forms of online communication, as specific and specialized techniques which converge to accomplish goals of marketing, from the perspective of an integrated marketing communication.

This proposed objectives intend to lead the students be able to acquire skills in the practical application of communication techniques and recognize its contribution towards a strategic planning of marketing communications

Students should develop skills of teamwork and sense of responsibility, and the hability to use communication techniques. Also they should develop an autonomous capacity of reflection and critical analysis as result of acquired knowledge.