Universitat Internacional de Catalunya
Radio Communication
Other languages of instruction: Spanish
Teaching staff
You should request an appointment in advance via email to:
Dr. Pere Buhigas Cardó pbuhigas@uic.es
Prof. David Cardenal Arenas dcardenal@uic.es
Introduction
This block integrates theory, industry evolution, and professional practice. It analyzes historical radio concepts, current digital consumption debates, and the podcasting ecosystem (platforms and business models). On the practical side, it connects with Audio Branding through the design of a thematic radio station. Students define the editorial line and programming, write scripts and run-of-shows, and produce program pilots and advertising slots. To simulate a real-world environment, students rotate through key roles such as directing, hosting, producing, and technical engineering. Audio Branding Part
Sound is a key element for building brand identity, generating recognition, and establishing emotional connections with the audience. Audio Branding is approached as a strategic discipline combining branding, communication, and sound design. In this section, students simulate working for a specialized consultancy to design a sound identity system for a radio program based on a professional briefing. Through Project-Based Learning (PBL), the course fosters research, strategic thinking, and the professional presentation of proposals
Pre-course requirements
No pre-course requirements are needed to enrol in this subject.
Objectives
● Learn the basic concepts of sound language and understand the communication mechanisms specific to spoken audio media.
● Acquire knowledge about broadcasting mechanisms.
● Understand and master writing techniques for audio media.
● Apply knowledge of voice-over and sound writing to the creation and production of advertising formats.
● Understand the conceptual foundations of Audio Branding and its role in brand building and management.
● Analyze a brand's identity, values, positioning, verbal identity, and target audience to identify opportunities for developing a coherent sound identity.
● Apply research methodologies and strategic thinking to the design of sound identity systems.
● Develop a professional language that enables precise analysis, description, and communication of a brand's sonic needs and solutions.
● Design a sound identity system tailored to a client's needs, justifying the decisions made.
● Develop sonic prototypes to communicate and validate an Audio Branding proposal.
● Work collaboratively following dynamics and processes typical of a professional consultancy environment.
● Communicate and defend sound identity proposals through professional documentation and reasoned presentations.
Competences/Learning outcomes of the degree programme
- 01 - The ability to plan technical resources
- 03 - The ability to plan personal resources (personnel, materials, seasonal...)
- 06 - The ability to act autonomously and responsibly
- 07 - The ability to work in a group
- 09 - Lingustic ability in Catalan, Spanish and English
- 11 - The ability to make judgments and well-argued critical assessments
- 12 - The ability to produce spoken and written texts
- 13 - Reading skills
- 14 - Ability to analyse
- 15 - The ability to synthesise
- 16 - The ability to detect newsworthy events
- 18 - The ability to work under pressure
- 20 - The ability of concretion
- 22 - The ability to generate debate and reflection
- 24 - The ability to plan and carry out audio visual and cinematographic projects
- 26 - The ability to coordinate yourself and /or work together to / with a team
- 38 - Ability to understand and apply the legal dimension of an audiovisual product
- 39 - The ability to understand and apply the different agents of the audiovisual sector
- 41 - The ability to understand and apply lighting and sound techniques of a film production
- 42 - The ability to understand and apply the techniques and methods of film editing and post production
- 43 - The ability to understand and apply different television genres and formats
- 44 - The ability to understand and apply the various stages of development of a television programme
- 45 - The ability to understand and apply different types of programme scripts
- 46 - The ability to understand and apply the different lighting, graphic and staging resources
- 47 - The ability to understand and apply the processes of television programme creation
- 48 - The ability to understand and apply the expressive possibilities of new technologies
- 52 - The ability to design and critique an audiovisual script
- 53 - The ability to design and critique an audiovisual or media product
- 55 - The ability to design and critique an informative discourse
- 60 - Knowledge and mastery of the techniques of continuous narrative transmission
- 68 - Knowledge and mastery of the distinction between opinion and information / colloquial and cultured register
- 73 - Knowledge and mastery of techniques to analyze sources of information.
- 87 - The ability and capacity to use technology and communicative techniques
- 89 - The ability to create synergy in a working team
- 92 - The ability for analysis, synthesis and critical judgment
Learning outcomes of the subject
At the end of the subject, students will be able to:
● Use elements of sound language with fluency.● Narrate using the resources specific to spoken audio media (radio and podcasting).
● Take full advantage of the communicative potential of audio media.
● Construct sonic spaces through the use of sound language and technical and expressive editing.
● Utilize the processes, formats, and structures of audio advertising.
● Analyze a brand's identity and identify the development needs for a sound identity system appropriate to the field of Audio Branding, applying dynamics typical of a professional consultancy.
● Collaborate effectively in work teams, assuming responsibilities and applying dynamics typical of a professional consultancy.
● Present and defend an Audio Branding proposal in a structured, reasoned manner tailored to the professional context.
● Prepare an Audio Brand Book that documents and justifies the process of analysis, development, and application of the sound identity system.
● Develop a sonic prototype that represents and allows the validation of the proposed strategic approach.
● Design a sound identity system coherent with a brand's identity, values, and communication objectives.
● Describe and argue sonic decisions using a professional language appropriate to the field of Audio Branding.
● Apply research methodologies to define a brand's sonic territory and guide the creative process.
● Interpret a professional briefing and justify an Audio Branding proposal based on strategic criteria.
Syllabus
- TOPIC 1: Introduction to the spoken audio medium and its context
- TOPIC 2: Audio advertising
- TOPIC 3: Podcasting
- TOPIC 4: Narrative, radio writing, and impactful scriptwriting
- TOPIC 5: Radio as a channel for expression and consumption
- TOPIC 6: Foundations of Audio Branding
- TOPIC 7: Brand strategy and identity
- TOPIC 8: Research and diagnostics
- TOPIC 9: Design of sound identity systems
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
|---|---|
| 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 |
| 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. | 2,4 |
| 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. | 0,6 |
| Focused Praxis. Handing in occasional exercises to learn theory through practice. | 1 |
Evaluation systems and criteria
In person
The course is based on a continuous assessment model and is divided into theoretical sessions (Tuesdays from 10:00 to 12:00) and project sessions (Wednesdays from 8:00 to 12:00). Each of the two parts of the course has an individual assessment and accounts for 50% of the final grade. To calculate the average grade, the score for each part must be 4 or higher. Professors will provide details about the assessment of their respective parts at the beginning of the course. Second and third examination sittings: For the second sitting, failed parts must be passed by following a personalized plan that will be delivered during the exam review session. From the third sitting onwards, students must contact the course coordinator during September to receive a workload plan for the entire semester.
Bibliography and resources
PART I
Balsebre, A. (1995). El lenguaje radiofónico. Cátedra.
Gutiérrez, M., Perona, J. (2002). Teoría y técnica del lenguaje radiofónico. Bosch.
Ortiz, M.A. y Marchamalo, J. (1994). Técnicas de comunicación en radio. La realización radiofónica. Paidós.
Orrantia, A. (2022). ¿Cómo habla tu marca en podcast?: el audio en la estrategia de marketing digital de tu empresa. ESIC Editorial.
Zumeta, G. (2021). La radio. El acompañante silenciado. Kailas.
PART II
Advertising Research Foundation. (2024). The Modern Marketers Guide to Sonic Branding. ARF Creative Council. Ayada, W., Alnsour, M., Al-Khasawneh, M., Alshurideh, M., Al-Hawary, S. I. S., Alzoubi, H.
M., Hamadneh, S., & Al Kurdi, B. (2024). The role of sonic logos in enhancing brand recall and recognition. International Journal of Data and Network Science, 8(2), 977–988. https://doi.org/10.5267/j.ijdns.2024.1.011
Barrio Fraile, E., Enrique Jiménez, A. M., Barbeito Veloso, M. L., & Fajula Payet, A. (2021). Sonic identity and audio branding elements in Spanish radio advertising. Anàlisi:
Quaderns de Comunicació i Cultura, 65, 103–119.https://doi.org/10.5565/rev/analisi.3330
Casanoves-Boix, J. (2017). Fundamentos de branding: Claves para construir una marca poderosa. Editorial UOC.
Graakjær, N. J., & Bonde, A. (2018). Non-musical sound branding: A conceptualization
and research overview. European Journal of Marketing, 52(7–8), 1505–1525.
https://doi.org/10.1108/EJM-09-2017-0609
Gustafsson, C. (2015). Sonic branding: A consumer-oriented literature review. Journal of Brand Management, 22(1), 20–37. https://doi.org/10.1057/bm.2015.5
Idrovo-Zambrano, R. (2017). Audio branding: Aplicación de la música, la voz y los sonidos como herramientas de comunicación corporativa. Comunicación: Revista Internacionalde Comunicación Audiovisual, Publicidad y Estudios Culturales, 15, 47–57. https://doi.org/10.12795/comunicacion.2017.v01i15.04
Jackson, D. M. (2003). Sonic branding: An essential guide to the art and science of sonic branding. Palgrave Macmillan. https://doi.org/10.1057/9780230503267
Jackson, D. M., Jankovich, R., Sheinkop, E., & Marcus, D. (2013). Hit brands: How music builds value for the world's smartest brands. Palgrave Macmillan. https://doi.org/10.1057/9781137271488
Krishnan, V., Kellaris, J. J., & Aurand, T. W. (2012). Sonic logos: Can sound influence
willingness to pay? Journal of Product & Brand Management, 21(4), 275–284. https://doi.org/10.1108/10610421211246685
Piñeiro-Otero, T. (2015). From jingle to corporate radios: An approach to audio branding concept. Prisma Social, 14, 663–688.
Rojas Bermejo, A. (2020). Identidad verbal de la marca: Definición y ejemplos. Fundació .Universitat Oberta de Catalunya.
Scott, S. P., Sheinin, D., & Labrecque, L. I. (2022). Small sounds, big impact: Sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement. Journal of Product & Brand Management, 31(7), 1091–1103.
https://doi.org/10.1108/JPBM-06-2021-3507
Spence, C., & Keller, S. (2024). Sonic branding: A narrative review at the intersection of art and science. Psychology & Marketing, 41(8), 1593–1614. https://doi.org/10.1002/mar.22063
Vidal-Mestre, M. (2018). Branding sonoro: Sonokey. El método de impulso emocional y mnemotécnico para las marcas. Editorial UOC.
Wheeler, A. (2024). Designing Brand Identity (6th ed.). Wiley.