Universitat Internacional de Catalunya
Business Advertising
Other languages of instruction: Catalan, English,
Teaching staff
Introduction
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.
Objectives
• 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.
Competences/Learning outcomes of the degree programme
- 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.
Syllabus
A totally practical course.
Each week we will work on a real situation which you will have to work on in groups and hand in weekly.
Teaching and learning activities
In person
The content of the course consists of two parts:
- Brief explanation of the situation to be dealt with using real examples.
- Group work
Evaluation systems and criteria
In person
1st Call:
To evaluate the whole course, two concepts will be taken into account:
Elaboration of the works during the course (65%). It will come out of the average of the works delivered (removing the two worst grades).
Final exam of the course (35%).
It will be essential to have passed both blocks to pass the course.
2nd Call
If you haven't done the assignments during the course, you will have to hand them in (65%).
Final exam of the subject (35%)
It will be essential to have passed both blocks to pass the course.
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.