Universitat Internacional de Catalunya
Advertising and Public Relations Agency
Other languages of instruction: English, Spanish,
Introduction
Throughout the course, the classroom will operate as an advertising agency. Students will work in teams and complete three projects based on different client briefs, from interpreting the challenge and developing the creative idea to preparing the proposal and pitching it to the client. English will be the working language throughout the entire process.
Pre-course requirements
No.
Objectives
- To understand the functioning, structure and main professional roles within an advertising and public relations agency.
- To interpret and analyse professional briefs to identify communication problems, target audiences, objectives and creative opportunities.
- To propose creative concepts and ideas that strategically address the objectives of a brand or client.
- To understand and apply advertising and public relations communication strategies and resources across different formats, media and contexts.
- To work collaboratively, effectively managing resources, deadlines and feedback from the team and the client.
- To present, argue for and defend creative proposals using professional presentation and pitching techniques.
- To understand and apply digital tools and artificial intelligence critically and responsibly in the research, ideation, development and evaluation of communication proposals.
Competences/Learning outcomes of the degree programme
- CN02 - Recognise the textual, graphic and audiovisual expressive and narrative resources used to create effective persuasive messages in advertising and public relations.
- CN03 - Identify the key stakeholders, departments and professional roles within advertising and public relations agencies, understanding their functions in the design and implementation of communication campaigns.
- CN05 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
- CN07 - Identify emerging trends in digital communication, social media and interactive environments for planning advertising and public relations activities in digital and multi-platform contexts.
- CP04 - Manage creative communication projects in advertising and public relations, optimising technical, material and time-related resources.
- CP05 - Manage relationships between advertisers and agencies effectively, applying media planning and buying strategies in multi-channel advertising and public relations environments.
- CP08 - Manage corporate communication budgets and advertising and public relations campaigns, optimising resources and drawing on a broad understanding of the economic context and the advertising and public relations industry.
- HB02 - Use a range of media research and documentation resources.
- HB03 - Resolve problems in interactions with clients and members of the public.
- HB04 - Design strategic communication and public relations plans that respond to the needs of organisations across different sectors.
- HB05 - Use advertising language and narrative techniques to develop persuasive messages for advertising and public relations campaigns.
- HB07 - Analyse macroeconomic data and market statistics using digital tools, including artificial intelligence.
- HB08 - Develop creative advertising messages, adapting language and style to different contexts and formats.
Learning outcomes of the subject
Students will be able to:
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To analyse audiences in order to predict consumer behaviour through the use of AI.
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To acquire a basic understanding of organisations in the fields of advertising and public relations, their structure, and the legal, economic and ethical framework within which they are established and develop.
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To understand the current landscape of the production and distribution of goods and services at local and global levels, recognising the main microeconomic factors and macroeconomic indicators.
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To manage brand positioning by defining and expressing its purpose and values, with the support of AI-based tools to help monitor brand perception on social media and adjust strategic messages.
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To recognise successful cases of business entrepreneurship at local and international levels, as well as the main steps involved in developing and launching a business.
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To recognise the main products, occupations and specialised terminology of companies operating within the creative industries.
Syllabus
- Interpretation and analysis of professional client briefs.
- Professional vocabulary and communication in an agency environment.
- Ideation and development of creative concepts.
- Development of advertising proposals and materials in English.
- Presentation, argumentation and defence of creative decisions.
- Professional pitching and responses to client questions and objections.
- Teamwork, meetings and feedback in English.
- Application of professional language across different areas of advertising and communication.
Bibliography and resources
Beigbeder, F. (2016). 13,99 euros. Anagrama.
Hegarty, J. (2024). Hegarty on Advertising: Turning Intelligence into Magic. Thames & Hudson.
Ogilvy, D. (1983). Ogilvy on Advertising. Crown.
Perelló-Sobrepere, M. (2026). ¿Me lo compro? La realidad del consumo, la influencia social y el papel de las marcas. Libros de Cabecera.
Perelló-Sobrepere, M. (2026). The stadium of validation: A framework for understanding modern consumer decision making in the age of social media and algorithms. Journal of Digital & Social Media Marketing, 14(2), 1–21.
Sullivan, L. (2022). Hey Whipple, Squeeze This! The Classic Guide to Creating Great Advertising (6th ed.). Wiley.