Business Advertising
Main language of instruction: Catalan
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.
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
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.
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
- 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.
E: exam date | R: revision date | 1: first session | 2: second session: