Universitat Internacional de Catalunya

Structure of the Advertising System

Structure of the Advertising System
Second semester
Audiovisual Creation Techniques
Estructura del sistema audiovisual
Main language of instruction: Catalan

Other languages of instruction: Spanish

Teaching staff

Meetings with professors will be fixed on-demand.


This course is an approach to the advertising industry, a modern industry that, despite being often described as banal, uncomfortable, and superficial, moves billions of euros around the world.

You will acquire a global vision of how the advertising industry works and, above all, what the processes, systems, and involved subjects: advertisers, advertising agencies, media centers, conventional and unconventional advertising media, consumers, research, etc.

Likewise, you will know the different professional profiles that participate in this business and what their functions are. In this way, you will have enough information to envision the direction you would like your professional career to take since it requires different training and talents for profiles with well-differentiated skills.

Broadly speaking, what this subject intends is for you to get closer to a sector that lives in constant change. And to understand it, it is important that you know its beginnings and its evolution until it reaches its current situation.


Pre-course requirements

There are no prerequisites.

The subject is part of the set of subjects that train students to train for professional practice in the advertising sector, either in advertising agencies or in the communication departments of advertising companies.


  • Understand the historical evolution of the advertising activity and the agents involved.

  • Understand the uniqueness of different media sectors.
  • Meeting the 'disruptive' factors of media industry and new entrants.
  • Knowing the Spanish market with a certain depth (actors, audience and environment).
  • Knowing the major global players in the industry of advertising.
  • Approach the current situation of the advertising industry and the new needs of the environment.


  • 28 - The ability to critically analyse the European, Spanish, and global film industry
  • 29 - The ability to contextualise and critically analyse the products of the audiovisual industry
  • 35 - The ability to understand and implement the system that governs the operation of a feature film
  • 36 - The ability to understand and apply the audiovisual system structure
  • 37 - The ability to understand and apply the national and supranational system of subventions and economic aid
  • 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
  • 40 - The ability to understand and apply the different departments of a film production
  • 57 - The ability to design and critique the organisational structure of a television station
  • 62 - Knowledge and mastery of the financial systems of television stations

Learning outcomes

  • To understand the media as an industry and its recent changes.
  • To get a critical and placed in an adequate context view of the different areas of the Spanish advertising industry, according to an objective criteria and in contrast to many other countries.
  • To be able to perceive accurately how to oversee and catch prospective trends in the sectors of communication.


1. The advertising industry: origin and present.

2. The actors of the advertising activity: advertisers, communication agencies, media agencies and consumers.

3. Professional profiles:

- Advertiser: Director of Communication and Agency in-house

- Advertising agency: Accounts Department, Creative Department, Strategic Planning Department and Advertising Production Department.

- Media agency: Planning Department, Studies Department, Purchasing Department.

- New professional roles


Teaching and learning activities

In person

Learning by doing.

25% Final grade Continuous evaluation (attendance, class work and participation)

35% Final grade Final group work

40% Final grade Final exam*


Important: It is necessary to have passed each of the 3 parts, in order to average and pass the subject.

*The exams, from the 2nd call, are worth 100% of the final grade

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.
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups.
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.
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.

Evaluation systems and criteria

In person


25% Final grade Continuous evaluation (attendance, class work and participation)


35% Final grade Final group work


40% Final grade Final exam*




Important: It is necessary to have passed each of the 3 parts, in order to average and pass the subject.


*The exams, from the 2nd call, are worth 100% of the final grade




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