Universitat Internacional de Catalunya

Business Advertising

Business Advertising
Second semester
Main language of instruction: English

Other languages of instruction: Catalan, Spanish
If the student is enrolled for the English track then classes for that subject will be taught in the same language.

Teaching staff


In the event that the health authorities announce a new period of confinement due to the evolution of the health crisis caused by COVID-19, the teaching staff will promptly communicate how this may effect the teaching methodologies and activities as well as the assessment.

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