Universitat Internacional de Catalunya

Business Advertising

Business Advertising
Second semester
Main language of instruction: English

Other languages of instruction: Catalan, Spanish,

Teaching staff


Nowadays, especially in the world of communication, it is essential to understand market supply and demand in a deeper way. As a result of this understanding there is a necesity for a commercial relationship between people, businesses and institutions; this relationship focuses a great deal of effort on advertising and it is essential to acquire basic knowledge to succeed in this area of  communication.





• Introduce students to basic concepts of advertising professions and those, which affect  all communication areas.
• Discover  companies in relation to the advertising world.
• Acquire sufficient knowledge to evaluate and/or create everything behind an advertising company.



  • 25 - To understand the commercial function of a company and its objectives.
  • 26 - To comprehend and use the basic concepts of marketing and the main sectorial policies and understand the commercial environment in which these companies operate.
  • 27 - To be able to read and understand literature on economic and business issues.
  • 28 - To be able to work in another language and use terminology and structures related to the economic-business world.
  • 29 - To know what an information system is and its typology.
  • 30 - To be familiar with information systems models: relational databases and mis, dss, eis, crm, scm, bi, km, erp, bpms models.
  • 50 - To acquire the ability to relate concepts, analyse and synthesise.
  • 54 - To be able to express one’s ideas and formulate arguments in a logical and coherent way, both verbally and in writing.
  • 56 - To be able to create arguments which are conducive to critical and self-critical thinking.
  • 61 - To develop skills for adapting to new situations.
  • 65 - To acquire the ability to put knowledge into practice.



1.     Introduction

2.     Concept of communication and advertising

3.     Creative session 1

4.     Creative session 2

5.     Nature and purpose of advertising

6.     Elements of the advertising process

7.     Advertising investment

8.     The advertising process

9.     Advertising media

10.   The advertising process 1

11.   The conventional and unconventional media

12.   The advertising process 2

13.   Media planning 1

14.   Integrated Marketing Communication

15.   Media planning 2

16.   Closure of the subject

17.   Project and examination questions

18.   Present projects


Teaching and learning activities

In person


The content of the course consists of two parts:

-          Theorical explanations, that aim to give students a conceptual base

-          Analysis of case studies to apply to  theoretical notions

This methodology is completed by a series of readings and the development of a course project  based on a business project.


Evaluation systems and criteria

In person


To evaluate the whole course  three concepts will be take into account:

-          A final exam on the theoretical content of the course (40%)

-          Developing a course project on conferences (40%)

-          Active participation through class comments (20%)

It will be essential to have approved the first two blocks to pass the subject.

NOTICE:  Every  guest session will provide exam material


Bibliography and resources

-     ESIC, García Uceda, Mariola (2000) Las claves de la publicidad, Madrid.

-  ESPASA, Bassat, Luis (1999) El libro rojo de la publicidad, Madrid.

-  ERESMA & CELESTE EDICIONES, González Lobo, María Angeles (1998) Curso de publicidad, Madrid.

-  PIRÁMIDE, Ortega, Enrique (1997) La comunicación publicitaria, Madrid.

-  OIKOS TAU, Prat Gaballí, Pedro (1998) 505 verdades publicitarias, Barcelona.

Teaching and learning material