Universitat Internacional de Catalunya
Structure of the Advertising System
Other languages of instruction: Spanish
Teaching staff
Meetings with professors will be fixed on-demand.
Introduction
In this course students will learn how the advertising market is organized; will identify the main subjects, companies and institutions involved in the process of creating an advertising campaign. That reality will be analyzed both from an external perspective as from an internal perspective of the media companies. Thus, students will understand the relationship between structural factors of the media industry and the decisions made in the management and organization of media companies.
Objectives
-
Understand the historical evolution of the advertising activity and the agents involved.
- Understand the uniqueness of different media sectors.
- Meeting the 'disruptive' factors of media industry and new entrants.
- Knowing the Spanish market with a certain depth (actors, audience and environment).
- Knowing the major global players in the industry of advertising.
- Approach the current situation of the advertising industry and the new needs of the environment.
Competences/Learning outcomes of the degree programme
- 28 - The ability to critically analyse the European, Spanish, and global film industry
- 29 - The ability to contextualise and critically analyse the products of the audiovisual industry
- 35 - The ability to understand and implement the system that governs the operation of a feature film
- 36 - The ability to understand and apply the audiovisual system structure
- 37 - The ability to understand and apply the national and supranational system of subventions and economic aid
- 38 - Ability to understand and apply the legal dimension of an audiovisual product
- 39 - The ability to understand and apply the different agents of the audiovisual sector
- 40 - The ability to understand and apply the different departments of a film production
- 57 - The ability to design and critique the organisational structure of a television station
- 62 - Knowledge and mastery of the financial systems of television stations
Learning outcomes of the subject
- To understand the media as an industry and its recent changes.
- To get a critical and placed in an adequate context view of the different areas of the Spanish advertising industry, according to an objective criteria and in contrast to many other countries.
- To be able to perceive accurately how to oversee and catch prospective trends in the sectors of communication.
Syllabus
Structure of the advertising system:
1) Advertiser:
- Marketing department
- Communication Department
2) The advertising agency
- Accounting department
- Department of strategic planning (planner)
- Creative department
- Copywriter
- Art directior
3) Other agents:
- Communication Group
- Design studio
- Animation Studio
- The producers
- Studies of locution and sonorization, etc.
4) The media agency
5) New advertising profiles
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
|---|---|
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 1.6 |
| Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. | 1.8 |
| Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. | 0.4 |
| Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 0.2 |
Evaluation systems and criteria
In person
- Individual work (30%)
- Presentation (20%)
- FInal exam (50%)
* In all assessment activities and assistance spell, Faculty rules will be applied.
** To pass the second call (and others), and in case you do not want to follow the continuous evaluation, it will be necessary to present the final work, which will be specific and do the final exam.
Bibliography and resources
BUSTAMANTE, Enrique (coord.) (2003) Hacia un nuevo sistema mundial de comunicación. Las industrias culturales en la era digital. Barcelona: Gedisa.
ESTAÑOL, E. (coord.), SERRA, C.; CASTELLBLANQUE, M. (2015). ¿Quién se esconde detrás de una campaña publicitaria? Barcelona:
FERRER, I.; MEDINA, P. (2014). Gestión empresarial de la agencia de publicidad. Madrid: Díaz de Santos.
INSTITUT DE LA COMUNICACIÓ (In-Com UAB). Informe de la comunicació a Catalunya 2011-2012.
MEDINA, M. (2011, 2002). Estructura y gestión de empresas audiovisuales. Navarra: EUNSA.
NIETO, A.; IGLESIAS, F. (2000). Empresa Informativa. Barcelona: Ariel.
PÉREZ-LATRE, F.J., SÁNCHEZ-TABERNERO, A. (2012). Innovación en los medios. La ruta del cambio. Pamplona: Eunsa.
PICARD, R. (2011). The economics and financing of media companies. New York: Forham University Press.
SÁNCHEZ-TABERNERO, A (2003). Estructura y actividades de las empresas de comunicación, en BEL-MALLÉN, I. y CORREDOIRO, L. Derecho de la información.
SANTANA, E. (2017). Tapas de publicidad. Promopress, Turquía.
VICTORIA MAS, J. S. (coord.): Reestructuras del sistema publicitario, Barcelona, Ariel, 2005.