Universitat Internacional de Catalunya
Advertising and Public Relations
Teaching staff
The student will be able to request via e-mail all the tutorials that he needs to solve academic doubts. Appointments will be granted in the week following the written request.
Introduction
Pre-course requirements
No prerequisites are required.
Objectives
This subject aims to give a general knowledge of advertising and public relations, with particular emphasis on strategy, as well as on the main techniques and programs
The objectives of the subject are the following:
1º Understand the conceptual principles on which the disciplines of public relations and publicity are configured.
2º Facilitate the learning of the fundamentals of advertising communication and its relationship with the different areas of communication.
3º Know the tools of corporate and commercial communication.
Competences/Learning outcomes of the degree programme
- 01 - The ability to adapt to varying circumstances
- 02 - The ability to understand, accept criticism and correct errors
- 03 - The ability to administer and manage human and technical resources
- 04 - The ability to work in a team and autonomously
- 05 - The ability to organise time and workspace
- 06 - The ability to develop academic rigour, responsibility, ethics and professionalism
- 07 - The ability to apply the deontology and respect for the audiovisual sector
- 08 - The ability of critical analysis, synthesis, concretion and abstraction
- 09 - The ability to objectify, quantify and interpret (data, statistics, empirical evidence )
- 10 - The ability to confront difficulties and resolve problems
- 11 - The ability to generate debate and reflection
- 12 - The ability to meet deadlines, develop the ability to be punctual and respect for human, technical and material resources
- 13 - The ability to create spoken and written communication
- 14 - Knowledge and mastery of rhetoric and oratory to communicate own ideas
- 15 - Knowledge and mastery of body language and techniques for public speaking
- 16 - The ability to manage, analysis and reflect on content
- 19 - The ability of informative documentation
- 20 - Knowledge and mastery of bibliographic media
- 21 - Knowledge and mastery of the digital culture
- 23 - The ability to prioritize newsworthy events and contrast information
- 24 - The ability to plan and organize both short term and long term projects
- 25 - The ability to maximize creative development
- 26 - The ability to develop a sense of taste and perfection in the aesthetics and finalization of projects
- 27 - The ability to adapt to distinct audio visual publics and markets.
- 28 - Knowledge and mastery of principle economic concepts.
- 29 - The ability to budget projects of differing magnitude
- 31 - The ability to understand the financial systems of media groups and companies.
- 42 - The ability to distinguish, analyze and dominate the distinct genres and formats of television, film and radio
- 44 - The ability to adapt to new audiovisual formats
- 50 - The ability to adapt, understand and apply the expressive possibilities of new technologies and future changes
- 51 - Knowledge and mastery of the functioning of Corporate and Institutional Communication.
- 52 - The ability to apply audiovisual knowledge and techniques for commercial purposes in any form
- 53 - Lingustic ability in Catalan, Spanish and English
- 54 - The ability to skillfully manage the literature, terminology and linguistic structures of the English language related to the field of communication.
Syllabus
A) Advertising:
1. New trends in Advertising
2. Advertising Concept
3. Psychology and Sociology of Advertising
4. Advertising Creativity
5. Ethics of Advertising
6. Advertising Media
B) Public Relations:
1. Public relations concept
2. Communication strategy
3. Communication programs
4. Leading techniques
Teaching and learning activities
In blended
Focused Practices: 1,0 ECTS
Meeting People: 0,6 ECTS
Master class: 4,4 ECTS
Evaluation systems and criteria
In blended
Students in first or second sitting will be subject to the following evaluation criteria:
60% Final exam. Passing the final exam is a requisite in order to average out the grades
30% Practical assignments.
10% Work presentation and participation in class
Students in third, fourth and fifth sitting will be subject to the following ecaluation criteria:
100% Final exam
Bibliography and resources
BASSAT, L. (2001). El libro rojo de la publicidad, Debolsillo: Barcelona.
BEL, J. I. (coord., 2004). Comunicar para crear valor. Eunsa: Pamplona.
DOBON, P. (2018). Apuntes de Relaciones Públicas, Ed. de la autora, Barcelona.
GRUNIG, J. E. (ed., 2000), Excellence in Public Relations and Communication Management, Routledge: New York. Cap. 3, 4 y 5.
MARTÍN MARTÍN, F. (2003). Comunicación Empresarial e Institucional. Edit. Universitas: Madrid.
MENDIZ, A. (2013). Teoría de la Publicidad, Pasión por los libros: Valencia.
MENDIZ, A. (2007). Nuevas Formas Publicitarias, SPICUM: Málaga.
MORA, J.M. (2009), Diez ensayos de comunicación institucional, Eunsa: Pamplona.
PALAU, G. (2003), Gabinets de comunicació. Pórtic: Barcelona.
POZO, M. del (2000). Gestión de la comunicación interna en las organizaciones. Casos de empresa. Eunsa. Pamplona.
SOTELO, C. (2001). Introducción a la comunicación institucional. Ariel: Barcelona.
XIFRA, J. (2007), Tècniques de les relacions Púliques, UOC: Barcelona.