Universitat Internacional de Catalunya
Advertising
Other languages of instruction: English, Spanish,
Introduction
This course aims to provide a general and introductory knowledge of the world of advertising, from an introduction to the concept to the strategies applied in their latest trends.
Pre-course requirements
No.
Objectives
- Understand the conceptual principles on which the disciplines of public relations and publicity are configured.
- Facilitate the learning of the fundamentals of advertising communication and its relationship with the different areas of communication.
- Know the tools of corporate and commercial communication.
Syllabus
1. New trends in Advertising
2. Advertising Concept
3. Psychology and Sociology of Advertising
4. Ethics of Advertising
5. Advertising Creativity
6. Advertising Media
Bibliography and resources
BEL, J. I. (coord., 2004). Comunicar para crear valor. Eunsa: Pamplona.
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.
MEDINA, A. (2019). Introducción a la publicidad. Ediciones Pirámide: Madrid.
MENDIZ, A. (2013). Teoría de la Publicidad, Pasión por los libros: Valencia.
MENDIZ, A. (2007). Nuevas Formas Publicitarias, SPICUM: Málaga.