Universitat Internacional de Catalunya
The Advertising Industry
Other languages of instruction: Catalan, English
Teaching staff
Email.
Introduction
In order to introduce students, from their first year, to an industry undergoing constant transformation and offering the majority of the career opportunities available to graduates of the programme, the course Advertising Industry provides a broad overview of the advertising market and its professional, business, and institutional environment.
Pre-course requirements
No.
Objectives
- To acquire a global understanding of the advertising market and its professional, business, and institutional environment.
- To understand the regulations governing the advertising sector and to apply ethical principles and professional codes of conduct.
- To identify the main stakeholders involved in the advertising industry.
- To understand the dynamics and ongoing evolution of the contemporary advertising market.
Syllabus
- To analyse global advertising investment and its impact on the world economy.
- To examine the local advertising ecosystem and its impact on the labour market.
- To identify the main stakeholders in the advertising industry, including advertisers, agencies, and media organisations.
- To analyse emerging trends, opportunities, and challenges in a globalised world.
Bibliography and resources
Montañés, F. (2015). Una historia de la publicidad y el consumidor en España: 50 Aniversario Anunciantes. Asociación Española de Anunciantes.
INFOADEX. (2025). Estudio InfoAdex de la Inversión Publicitaria en España 2022. InfoAdex.
Pérez Ruiz, M. A. (2004). La publicidad en España: Anunciantes, agencias y medios, 1950-1980. Fragua.
http://www.aeap.es (Asociación Española de Agencias de Publicidad) http://www.aedemo.es (Asociación Española de Estudios de Marketing) http://www.agep.es (Asociación de Agencias españolas de publicidad) http://www.aimc.es (Asociación de investigación de medios de comunicación) http://www.anuncios.es (Revista de actualidad del sector)
http://www.autocontrol.es (Asociación Autocontrol de la publicidad) http://www.clubdecreativos.com (Club de recreativos)
http://www.elpublicista.es (Revista de actualidad del sector)
http://www.iabspain.net/ (Interactive Advertising Bureau)
http://www.infoadex.es (Consultora de inversión publicitaria)
http://www.ipmark.es (Revista de actualidad del sector) http://www.periodicopublicidad.com (Revista de actualidad del sector) http://www.programapublicidad.com (Programa de actualidad del sector)
https://controlpublicidad.com/ (Revista de actualidad del sector) https://www.anunciantes.com/ (Asociación Española de anunciantes) https://www.lahistoriadelapublicidad.com/ (centro de documentación publicitaria) https://www.reasonwhy.es/ (Revista de actualidad del sector)
https://publitv.cl/ (Canal de TV para transporte público)