Universitat Internacional de Catalunya

Advertising and Public Relations

Advertising and Public Relations
Second semester
Main language of instruction: Spanish

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.

Pre-course requirements

No prerequisites are required.


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.


  • 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.


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 person

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
Focused Praxis. Handing in occasional exercises to learn theory through practice. 1,0
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. 0,6
E-learning. Virtual learning based on ICT. 0,2
Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). 0,6
Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product. 0,6
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. 2,0
Peer learning. The aim of this activity is to ensure that students gain the ability to analyse and be critical. One way of achieving this is by correcting their peers' exercises and results, etc. Each student will be evaluated twice: as both a recipient and a transmitter of critical knowledge. 0,8

Evaluation systems and criteria

In person

Students in first or second sitting will be subject to the following evaluation criteria:

50% Final exam. Passing the final exam is a requisite in order to average out the grades
40% 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.