Universitat Internacional de Catalunya
Business Advertising
Other languages of instruction: Catalan, Spanish
Teaching staff
Introduction
Nowadays, especially in the world of communication, it is essential to understand market supply and demand in a deeper way. As a result of this understanding there is a necesity for a commercial relationship between people, businesses and institutions; this relationship focuses a great deal of effort on advertising and it is essential to acquire basic knowledge to succeed in this area of communication.
Objectives
• Introduce students to basic concepts of advertising professions and those, which affect all communication areas.
• Discover companies in relation to the advertising world.
• Acquire sufficient knowledge to evaluate and/or create everything behind an advertising company.
Competences/Learning outcomes of the degree programme
- 25 - To understand the commercial function of a company and its objectives.
- 26 - To comprehend and use the basic concepts of marketing and the main sectorial policies and understand the commercial environment in which these companies operate.
- 27 - To be able to read and understand literature on economic and business issues.
- 28 - To be able to work in another language and use terminology and structures related to the economic-business world.
- 29 - To know what an information system is and its typology.
- 30 - To be familiar with information systems models: relational databases and mis, dss, eis, crm, scm, bi, km, erp, bpms models.
- 50 - To acquire the ability to relate concepts, analyse and synthesise.
- 54 - To be able to express one’s ideas and formulate arguments in a logical and coherent way, both verbally and in writing.
- 56 - To be able to create arguments which are conducive to critical and self-critical thinking.
- 61 - To develop skills for adapting to new situations.
- 65 - To acquire the ability to put knowledge into practice.
Syllabus
1. Introduction
2. Concept of communication and advertising
3. Creative session 1
4. Creative session 2
5. Nature and purpose of advertising
6. Elements of the advertising process
7. Advertising investment
8. The advertising process
9. Advertising media
10. The advertising process 1
11. The conventional and unconventional media
12. The advertising process 2
13. Media planning 1
14. Integrated Marketing Communication
15. Media planning 2
16. Closure of the subject
17. Project and examination questions
18. Present projects
Teaching and learning activities
In person
The content of the course consists of two parts:
- Theorical explanations, that aim to give students a conceptual base
- Analysis of case studies to apply to theoretical notions
This methodology is completed by a series of readings and the development of a course project based on a business project.
Evaluation systems and criteria
In person
To evaluate the whole course three concepts will be take into account:
- A final exam on the theoretical content of the course (40%)
- Developing a course project on conferences (40%)
- Active participation through class comments (20%)
It will be essential to have approved the first two blocks to pass the subject.
NOTICE: Every guest session will provide exam material
Bibliography and resources
- ESIC, García Uceda, Mariola (2000) Las claves de la publicidad, Madrid.
- ESPASA, Bassat, Luis (1999) El libro rojo de la publicidad, Madrid.
- ERESMA & CELESTE EDICIONES, González Lobo, María Angeles (1998) Curso de publicidad, Madrid.
- PIRÁMIDE, Ortega, Enrique (1997) La comunicación publicitaria, Madrid.
- OIKOS TAU, Prat Gaballí, Pedro (1998) 505 verdades publicitarias, Barcelona.