Subject

Business Advertising

  • code 09316
  • course 3
  • term Semester 2
  • type op
  • credits 3

Main language of instruction: Catalan

Teaching staff

Head instructor

Lc. Cristian HERMOSA - chermosa@uic.es

Office hours

 

 

 

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

 

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

 

Teaching and learning activities

In person

 

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.

 

Evaluation systems and criteria

In person

 

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

 

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.

Evaluation period

E: exam date | R: revision date | 1: first session | 2: second session:

  • E1 30/05/2019 08:00h b501
  • E2 27/06/2019 12:00h a501

Teaching and learning material

      Material
            anexo 1 anexo1introduccionalmundopublicitario.ppt 
            anexo2 anexo2variablesdeplanificacion.ppt 
            anexo 3 anexo3variablesdeplanificacionaconceptosbasicos.ppt 
            anexo 4 anexo4estrategiademedios.ppt 
            anexo 5 anexo5losmediospublicitarios2final.ppt 
            anexo 6 rss.ppt 
            anexo 7 matriz_bcg.doc 
            programa creativitat_publicit_riadef.doc 
            temario temariocreacionpublicitariadef.ppt 
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