Universitat Internacional de Catalunya
Communication of R+D+I
Other languages of instruction: Catalan, English,
Teaching staff
Questions will be resolved before or after class. Any questions from online students will be answered by videoconference.
Introduction
In this module, R&D+i communication concepts focusing on biomedical issues will be addressed. The R&D+i communication can be developed at multiple levels, from the publication of content in specialised magazines to the broadcasting advertising messages and communicating scientific content to society. Each of these is subject to rules, which are often unwritten, and ethical guidelines that must also be taken into account.
Pre-course requirements
The Entrepreneurship and Innovation module.
Objectives
- To understand the basic concepts for the communication of R&D+i.
- To understand the multiple channels that publish R&D+i.
- To understand the ethical aspects of biomedical communication.
- To understand the connection points between communication and marketing.
Learning outcomes of the subject
At the end of the course, the student:
• Knows the various communication strategies that can be implemented from a company intensive in R + D + i.
• Knows how to develop communication plans.
• Knows how to make crisis plans.
• Knows how to develop a good scientific communication strategy, including specialized publication and scientific dissemination and dissemination.
• Knows how a communication plan is related to a marketing plan.
Syllabus
1) INTRODUCTION: WHAT IS SCIENTIFIC COMMUNICATION?
- Brief history of scientific communication
- The importance of scientific communication and aspects:
- Publication
- Dissemination
- Disclosure /Outreach
- Basic communication concepts (audience, channel, sender, receiver, etc.)
2) DISSEMINATION OF SCIENTIFIC KNOWLEDGE
- The system of publication in scientific journals (CASE STUDY)
- The anatomy of a scientific article
- Conferences
- Open Science
- COURSEWORK EXERCISE 1: Writing and interpreting a scientific article
3) DISSEMINATION OF SCIENTIFIC RESULTS
- Press releases/press conferences/television
- COURSEWORK EXERCISE 2: Writing a press release
- Press articles: Scientific journalism (CASE STUDY)
- Elaboration of narratives
- Audiovisual media: Videos/YouTube/podcasts
- Brochures/infographics/articles/scientific illustration (CASE STUDY)
- Social media (community management)
4) DISCLOSURE OF SCIENCE TO SOCIETY
- Workshops/webinars/talks
- Gamification: games
- Web pages/landing pages
- How to tackle pseudoscience
- Citizen science projects
5) COMMUNICATION AND MARKETING AT A R&D+i COMPANY
- Characteristics of the pharmaceutical market
- Marketing plan (CASE STUDY)
- Corporate communication: Communication plan (CASE STUDY)
- Crisis communication plan
- Advertising in the pharmaceutical industry
- COURSEWORK EXERCISE 3: Elaboration of promotional materials (for a drug)
6) PHARMACEUTICAL AND CLINICAL COMMUNICATION
- Regulation of communication in the pharmaceutical industry
- Ethics in biomedical communication (CASE STUDY)
Bibliography and resources
• What is the scientific communication? Judith Licea and Miguel Arenas. Xlibris, 2016
• Visual culture and scientific knowledge. Transmedia communication of science. Francisco J. López Cantos. UOC, 2017.
• Why is health communication important? Advances and research. Aranzadi. 2019.
• How to disseminate science through social networks. Javi Polinario. CreateSpace Independent Publishing Platform, 2016.
• The brain thief. Pere Estupinyà. Debolsillo, 2021.
• Championing science. Communicating your ideas to decision makers. Roger D. Aines and Amy. L. Aines. University of California Press, 2019.
• Everything you need to know about Pharmaceutical Marketing. Juan Carlos Serra. Profit Editorial, 2010. http://www.libromarketingfarmaceutico.com/index.html
• Code of Good Practices for the Pharmaceutical Industry, 2021. www.codigofarmaindustria.org/servlet/sarfi/codigo/codigo.html
Evaluation period
- E1 29/04/2022 A10 16:00h