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. 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 (55%)
- Tasks during the course (25%)
- Active participation through class comments (20%)
It will be essential to have approved the first two blocks to pass the subject.
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.