THE UNIVERSITY OF LEON

4th semester

Course descriptions

SUSTAINABLE AND RESPONSIBLE MANAGEMENT

Business Ethics.
Giving Voice to Values.
Sustainability, Corporate Social Responsibility and Stakeholder Theory.
Tools and Techniques of Business Ethics Management and CSR.

Prof. Roberto Fernández Gago
Miss Rebecca Johnson

COMMUNICATION CHALLENGES

PART-MODULE CONSUMER ENGAGING COMMUNICATION

Integrated Marketing Communication
Objectives and Target
Message Design
On Line Communication
Content Marketing
Social Media

Prof. Carmen R. Santos
Prof. Alexandra Kenyon

PART-MODULE COMPANY PROJECT

The content is adapted to the particular situation of the company analyzed. The general guide is:

Briefing.
IMC strategy in two countries.
IMC design.

Prof. Carmen R. Santos
Mr. Victor Hernando Pérez

INNOVATION AND ENTREPRENEURSHIP

Sources of innovation: creativity.
Sources of innovation: cooperation with users, suppliers, competitors, etc.
Collaboration strategies.
Types and patterns of innovation.
Organization for innovation and managing new product development.
Building business model.
Knowledge management for entrepreneurs.
Design thinking.
Marketing innovation for entrepreneurs.
Social media for entrepreneurs.

Mr. Ernesto González Castañón

INTERNSHIP

The Internship is a work-related learning experience as a part of the EMBS program under the guidance of a external tutor. The aim of an internship is to have an actual and recent work experience in the field of business studies (preferably in International Marketing) in order to test student’s theoretical knowledge through practical work, apply theoretical knowledge in a real-life situation, see how work is organised in different establishments and observe the work processes as well as to develop the student’s ability and habits for doing independent work. Internship must follow the aims and study goals set in the curriculum. The internship must be in line with the aims of the curriculum either by the field of activity or in general with activities that develop research and analytical skills.

Prof. Carmen R. Santos
Prof. Mario Díaz Martínez
Ass. Prof. Oliver Torrres Reynoso