Asignatura

Professional English for Advertising I

  • código 10047
  • curso 4
  • periodo Semestre 1
  • tipo OB
  • créditos 4

Lengua de impartición principal: catalán

Otras lenguas de impartición: inglés, castellano

Profesorado

Responsable

MsU Teresa TURIERA-PUIGBÒ - tturierapuigbo@uic.es

Horario de atención

tturierapuigbo@uic.es

Presentación

Professional English for Advertising I es una asignatura de 4 créditos ECTS, que se imparte en inglés durante el primer semestre del cuarto curso de Publicidad y Relaciones Públicas.

Esta asignatura tiene por objetivo estudiar el área de comunicación estratégica. Los temas que se tratarán tienen que ver con los nuevos comunicadores y políticos, nuevas herramientas para los nuevos paradigmas de la información, la opinión pública y las influencias de Internet, Social Networks y Apps.

Requisitos previos

Será obligatorio haber superado un examen externo de inglés: el Cambridge First certificate in English examination (FCE) u otros títulos oficiales equivalentes, para poder matricularse de esta asignatura. (Podéis encontrar la normativa de inglés en el foro de la Facultat de Ciències de la Comunicació)

Objetivos

Aportar una base de conocimiento en el área de comunicación estratégica suficientemente amplia para que los alumnos puedan desarrollarse en un escenario profesional internacional. Los temas que se tratarán tienen que ver con los nuevos comunicadores y políticos, nuevas herramientas para los nuevos paradigmas de la información, la opinión pública y las influencias de Internet, Social Networks y Apps.

Competencias / Resultados de aprendizaje de la titulación

  • 05 - Capacidad para aprender autónomamente
  • 06 - Capacidad de actuar autónoma y responsablemente
  • 07 - Capacidad para trabajar en equipo
  • 09 - Capacidad lingüística en catalán, castellano e inglés
  • 12 - Capacidad de producir textos orales y escritos
  • 13 - Capacidad de lectura
  • 14 - Capacidad de análisis
  • 20 - Capacidad de concreción
  • 21 - Capacidad de abstracción
  • 22 - Capacidad para generar debate y reflexión
  • 97 - Ser capaz de leer y entender bibliografía sobre el ámbito de la Comunicación en lengua inglesa
  • 98 - Manejar con habilidad la terminología de la lengua inglesa relacionada con la Comunicación
  • 04 - Capacidad de auto evaluación y auto ordenación profesional

Resultados de aprendizaje de la asignatura

Una vez cursada la asignatura los alumnos tendrán las capacidades para aprender autónomamente, capacidad de trabajar en equipo, capacidades lingüísticas de la profesión en inglés, capacidad de lectura, análisis, concreción, abstracción y de generar debate y reflexión. Serán capaces de leer y entender bibliografía sobre el ámbito de la Comunicación en lengua inglesa y de manejar con habilidad la terminología de la lengua inglesa relacionada con la Comunicación. 

Contenidos

COURSE MISSION AND LEARNING GOALS

30/09 A.Cuberes + T.Turiera

1. Course introduction.

(A.Cuberes)

New Leadership. New Communications. New Politics.

The Values, Attitudes and Ideas of the New Leadership and the New Politics.

"Who, What, Where, When and Why of being a Politician". What's your mission? What's your dream?

- Old Leadership vs. New Leadership:

- Slow communication:

In the 24/7 and non-stop time-lines era, what happened 10 minutes ago it's the Past.

The New Paradigm of Communication: length-depth-paused, listening, understanding, seducing...

- Video-compol:

Raise your voice, your concerns, your causes; Real time and Rapid response; Democratic access: Citizens, Governments, Leaders have the same access:Setting the News and the Political Agenda;

(T.Turiera)

New tools for a new information paradigm.

- The advent of the Internet brings a paradigm shift in the production, management and dissemination of information. It implies new ways of performing and communicating political and social activism.

- The new distribution of power.

VIDEO TALK: The Unwritten Future of Personal Democracy (Nicco Mele)

- Introduction to the Exercise that will be developed throughout the course:

"We are our reputation, our community, to which information flows we have   access, how we share and what we give to others." Charles Leadbeater.

 

07/10 A.Cuberes

2. Political Parties models US/Spain & Catalonia. Public Opinion and Research.

A. The Political Parties System:

- Which are the key elements of the Political Culture in the US and the different in Catalonia and Spain? Community advocacy, Grassroots and Fundraising.

-Which are the differences between the Political Parties System and the Electoral Voting System?

- The French case: new open primaries. Britain and Germany.

- Campaigning in the US and in Europe: differences?

- The Political Parties structures are extremely old and useless: towards a New Political Parties Paradigm: access, membership, attitudes within Citizens and Society and decision making cores - the New Social Movements.

B. Public Opinion: Social and Political Research quantitative & qualitative: polls, focus groups, and data mining:

Knowing our district, our county, our People: what they think, their values, their dreams, their fears, their daily life, their expectations, their attitudes    toward a Public Policy, an Issue, a Candidate, a Political Party...

Quantitive and qualitative tools to measure public opinion.

 

14/10 T.Turiera

3. The Influence of the Net (Internet, Social Networks, Apps, new devices) in the history of American political and social campaigns.

- Change Management in politics:

 - How the evolution of the Media is shifting not only the political communication but also the concept of the political action.

- Examples in US Politics: From the first email campaign (1992) to 2008 Obama winning strategy.

- The turning point: money and volunteers. Converting donors into investors.

- Teaching our supporters-consumers-clients-potential voters to work for us.

- It is not technology stupid! It is Attitude.

- How do you keep the momentum? Tracking the highs and lows of a political contest.

- On Twitter the hashtag is political. What is the conversation about?

 - VIDEO TALK

 - Exercise Review


21/10 A.Cuberes

4. Building the Political Agenda. Media Relations    

A. Building the Political Agenda:

Strategic elements necessary to create, introduce and maintain an effective   political profile in issue advocacy campaigns, candidate elections, and legislative advocacy campaigns.

Key Players, Issues, tools, the Media, Modeling Public Opinions, Crisis...

Agenda Setting: Rahm vs. Zen model.

Messaging: Is Negative Campaigning useful?

Strategy, look on the long term. Designing the script of your cause. Lead, no be leaded. The example of the White House' House of Communications: planning 4 months ahead.    

B.  Media-relations:

Organization, practices, and norms of the major media; media coverage of      public officials, political campaigns, legislative battles, interest groups, and            issues of public policy. Formulation of strategies for getting favorable news       coverage for the issue or candidate and for ending a media crisis.

 - Press conferences; Media Availabilities; Earned media; Paid media: infotainment;

- The ideal Press secretary; Video-Politics, TV ads and the Digital Campaign.

 

28/10 T.Turiera

5. From "Catch all" parties to Long Tail Politics

- Innovation in Politics:

When traditional media are generalists in a World of niches. Is this the end of mass campaigns?

- The economy of attention and the paradox of knowledge society.

- Information search systems and the dilemma between comprehensiveness and relevance: We are what we search

 - Data it's relationships.

 - VIDEO TALK

 - Exercise Review


04/11 A.Cuberes

6. New Leadership. Ethics. Reputation. Women.

 - Deciding to run;

 - Knowing your district, your opponents

 - Handcrafting the New Leadership: Words, Images & Facts

 - Accountability, Open Government, Transparency and Access: Engagement.

Theory and practice of leadership in the political arena. Develop self- assessment of leadership skills and potential. Communications practices for exercising political leadership.

B. Campaigning:

  How does a Political Campaign look like -from the inside?

            - Structure, Staff, Consultants,

            - Budget, Fundraising;

            - Goals;

            - Tools: Grassroots, Canvassing;

            - Personal, familiar, professional and opposition research;

            - Messaging and Advertising;

            - From the "Off-line to Digital Campaign" to the "Digital 100% to off-line          Campaign";

            - Survey, Research, Polling;

C. In Opposition:

         - Old Politics & Old Leadership: "scream and shout";

         - The Art of the New Politics & New Leadership -in opposition;

         - Lobbying: who is pressuring you? Who donates to your campaign? Which causes you defend?

         - The Westminster case: The Prime Minister's Question Time.

D. Governing:

         - Old Politics & Old Leadership

         - New Politics & New Leadership

         - Who is lobbying your decisions?

         - The Moncloa's case: Prime Minister Mariano Rajoy Communications bunker.

 E. Crisis Communications:

Management of Political Government Crisis situation and "Leadership Defining Moments" through the use of simulation exercises and case studies.         

 

11/11 T.Turiera

7. Prosuming and Social Tinkering

            - Innovation in Politics:

 - The emergence of new political stakeholders; transparency versus accountability. The day that political parties and institutions lost their monopoly as input aggregators. 

 - What can we learn from the business sector?

 - What can we learn from NGOs and from the social sector?

 - Trickle-up innovation applied to politics

 - VIDEO TALK

 - Exercise Review


18/11 T.Turiera

9. New communication tools for a new Diplomacy

- What is public diplomacy? Concept and evolution.

- Spreading information in a New World

- The emergence of Digital Diplomacy: The future of Ambassadors. A communication challenge.

- Place Branding. Branding a country from the public sector 

- VIDEO TALK

- Exercise Review


25/11 T.Turiera

11. New "business models" in politics and media.

1. Social and political campaigns created by the audience

2. Professional careers / Professional challenges. Information overload as a source of professional opportunities.

- VIDEO TALK

- Exercise Review

Follow #uicpolcom

Metodología y actividades formativas

Modalidad totalmente presencial en el aula

ACTIVIDAD FORMATIVA
Clase Magistral. En las clases magistrales, el profesor, no sólo transmite contenidos o conocimientos, sino también, y sobre todo, actitudes, motivación, aptitudes, valores, etc. También facilita que los asistentes puedan manifestar sus opiniones y sus argumentos frente al resto de estudiantes.
Coaching. Seguimiento, individual o en grupos muy reducidos, de cómo los alumnos asimilan los contenidos de la asignatura. En las sesiones de coaching, se corregirán defectos, se aclararán dudas, se propondrán ejercicios y actividades necesarias para conseguir los objetivos fijados.
Seminario. esta actividad que consistirá en profundizar monográficamente en temáticas específicas, de especial actualidad –en algunos casos, socialmente debatidas–, mediante trabajo activo en grupos reducidos.
Taller. Espacio de trabajo eminentemente práctico, en el que se adquieren competencias pertenecientes a materias prácticas o también teóricas (capacidades intelectuales, lógicas, críticas, de aprendizaje intelectual, estudio, citación, etc..).

Sistemas y criterios de evaluación

Modalidad totalmente presencial en el aula

SISTEMA DE EVALUACIÓNPORCENTAJE
Prácticas
40
Proyecto
40
Focused Parxis
10
Coaching
10

Bibliografía y recursos

Professional English for Journalism I

Professional English for Advertising I

References Political Communication (Prof. Teresa Turiera)

Introduction Session (30/09/2013)

VIDEO

"The unwritten future of Personal Democracy" by Nicco Mele

http://personaldemocracy.com/media/unwritten-future-personal-democracy

RECOMMENDED WEBSITES

http://personaldemocracy.com/

RECOMMENDED BOOK

The End of Big. How the Internet makes David the new Goliath

Nicco Mele. St.Martin's Press 2013

Session 1 (14/10/2013)

VIDEOS

SuperPower: Digital Giants. Joe Rospars, Director of New Media Barack Obama Campaign 2008

http://www.youtube.com/watch?v=BJTCRZP3T98

Vote Different. Parkridge47

http://www.youtube.com/watch?v=6h3G-lMZxjo

Why I made the Vote Different Ad

http://www.youtube.com/watch?v=HWH7hB57aSk

Yes We Can. Barack Obama Music Video

http://www.youtube.com/watch?v=jjXyqcx-mYY

David Plouffe's Strategy Update

http://www.youtube.com/watch?v=2Bj1KX_GabQ

David Plouffe's on Our Strategy

http://www.youtube.com/watch?v=a6bp0B61rNk

American Stories, American Solutions: 30 Minutes Special

http://www.youtube.com/watch?v=GtREqAmLsoA

 

RECOMMENDED ARTICLES

The Dean Campaign Finds Treasure on the Internet: Lessons for the Social Sector

Garret Graff

http://proxied.changemakers.net/journal/04november/echoditto.cfm

Propelled by Internet, Barack Obama Wins Presidency. Sarah Lai Stirland (11/04/2008)

WIRED Magazine

http://www.wired.com/threatlevel/2008/11/propelled-by-in/

 

RECOMMENDED BOOK

Learning from Obama: Lessons for Online Communicators in 2009 and Beyond

Colin Delany www.epolitics.com, 2009

http://www.epolitics.com/learning-from-obama.pdf

 

Session 2 (28/10/2013)

VIDEOS

Teófila Martinez, Cadiz Mayoress (El Mundo)

http://www.elmundo.es/elmundo/2013/08/23/andalucia/1377269877.html

 

How Twitter is reshaping politics instantaneously (Reuters TV 2012)

http://www.youtube.com/watch?v=VDkHdYi6mRM

 

B.Obama Twitter TownHall 2011

http://www.askobama.twitter.com

 

Zeynep Tufekci, Center for Information Technology Policy, Princeton University

The Power of strong ties, the power of weak ties

http://personaldemocracy.com/media/power-strong-ties-power-weak-ties

 

Session 3 (11/11/2013)

VIDEOS

The era of open innovation, by Charles Leadbeater (TED Talk)

http://www.ted.com/talks/charles_leadbeater_on_innovation.html

Markham Nolan: How to separate fact and fiction online

http://www.ted.com/talks/markham_nolan_how_to_separate_fact_and_fiction_online.html

TED Talk (13')

Johanna Blakley: Social media and the end of gender

http://www.ted.com/talks/johanna_blakley_social_media_and_the_end_of_gender.html

RECOMMENDED BOOK

The Long Tail:Why the Future of Business is Selling Less of More. Chris Anderson

RECOMMENDED ARTICLE

The Cluetrain Manifesto

http://www.cluetrain.com/

 

Session 4 (18/11/2013)

VIDEO

Press Briefing

European Commission 12/11/2013 (EBS Live)

http://europa.eu/newsroom/audiovisual/video/index_en.htm

Tom Fletcher, The Digital Ambassadors of 2020

http://www.youtube.com/watch?v=V3q9IjvA9N8

WALES THE BRAND

http://www.walesthebrand.com/brandstory/full/index.html

Material didáctico

      Materiales
            EXAMEN 17/12/2013 2013.12.17.prof.eng.advertising.exam.pdf.docx 
            EXAMEN 17/12/2013 2013.12.17.prof.eng.advertising.exam.pdf 
            References Political Communication Prof.T.Turiera 2013.11.18.references.polcom.pdf 
            UICPolCom.TTuriera.Exercise1abcd 2013.11.uicpolcom.tturiera.exercise1abcd.pdf 
            UICPolCom.TTuriera.Exercise2 2013.11.11.uic.tturiera.exercise2.pdf 
            UICPolCom.TTuriera.Session1 2013.10.14.uicpolcom.tturiera.session1.pdf 
            UICPolCom.TTuriera.Session2 2013.10.28.uicpolcom.tturiera.session2.pdf 
            UICPolCom.TTuriera.Session3 2013.11.11.uicpolcom.tturiera.session3.pdf 
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