Audiovisual System Structure
Module: Audiovisual Creation Techniques
Matter: Estructura del sistema audiovisual
Main language of instruction: Catalan
Other languages of instruction: Spanish
Head instructor
Dra. Carolina SERRA - cserra@uic.es
Office hours
Meetings with professors will be fixed on-demand.
In this course students will learn how the advertising market is organized; will identify the main subjects, companies and institutions involved in the process of creating an advertising campaign. That reality will be analyzed both from an external perspective as from an internal perspective of the media companies. Thus, students will understand the relationship between structural factors of the media industry and the decisions made in the management and organization of media companies.
Understand the historical evolution of the advertising activity and the agents involved.
Structure of the advertising system:
1) Advertiser:
2) The advertising agency
3) Other agents:
4) The media agency
5) New advertising profiles
TRAINING ACTIVITY | ECTS CREDITS |
---|---|
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 1.6 |
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. | 1.8 |
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. | 0.4 |
Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 0.2 |
* In all assessment activities and assistance spell, Faculty rules will be applied.
** To pass the second call (and others), and in case you do not want to follow the continuous evaluation, it will be necessary to present the final work, which will be specific and do the final exam.
BUSTAMANTE, Enrique (coord.) (2003) Hacia un nuevo sistema mundial de comunicación. Las industrias culturales en la era digital. Barcelona: Gedisa.
ESTAÑOL, E. (coord.), SERRA, C.; CASTELLBLANQUE, M. (2015). ¿Quién se esconde detrás de una campaña publicitaria? Barcelona:
FERRER, I.; MEDINA, P. (2014). Gestión empresarial de la agencia de publicidad. Madrid: Díaz de Santos.
INSTITUT DE LA COMUNICACIÓ (In-Com UAB). Informe de la comunicació a Catalunya 2011-2012.
MEDINA, M. (2011, 2002). Estructura y gestión de empresas audiovisuales. Navarra: EUNSA.
NIETO, A.; IGLESIAS, F. (2000). Empresa Informativa. Barcelona: Ariel.
PÉREZ-LATRE, F.J., SÁNCHEZ-TABERNERO, A. (2012). Innovación en los medios. La ruta del cambio. Pamplona: Eunsa.
PICARD, R. (2011). The economics and financing of media companies. New York: Forham University Press.
SÁNCHEZ-TABERNERO, A (2003). Estructura y actividades de las empresas de comunicación, en BEL-MALLÉN, I. y CORREDOIRO, L. Derecho de la información.
SANTANA, E. (2017). Tapas de publicidad. Promopress, Turquía.
VICTORIA MAS, J. S. (coord.): Reestructuras del sistema publicitario, Barcelona, Ariel, 2005.