| Competences |
| Type A | Code | Competences Specific |
| A9 | Conèixer els fonaments de la comunicació publicitària i de les relacions públiques canalitzada a través de qualsevol mitjà o tecnologia: teories, conceptes bàsics, organització, producció, gestió, finançament, aplicacions. | |
| Type B | Code | Competences Transversal |
| CT4 | Work autonomously and as part of a team with responsibility and initiative. | |
| CT5 | Communicate information clearly and precisely to a variety of audiences. | |
| Type C | Code | Competences Nuclear |
| Learning outcomes |
| Type A | Code | Learning outcomes |
| A9 |
Coneix i comprèn els fonaments de la comunicació publicitària moderna: principals tècniques, actors i estructures Coneix i comprèn el funcionament de l'agència de publicitat com a estructura bàsica de la planificació, l'execució i el seguiment de les campanyes publicitàries Coneix com es planifica la comunicació publicitària en les empreses i les institucions mitjançant el desenvolupament dels diversos aspectes i passos que comporta la realització d'una campanya publicitària Adquireix una visió global de les relacions públiques, introduint-se en els seus conceptes clau, la seva terminologia específica, els seus elements distintius i les seves principals tècniques Adquireix una perspectiva general de la pràctica de les relacions públiques (actors principals, departaments i agències, funcions i estructures), així com de les característiques i particularitats dels professionals de les relacions públiques | |
| Type B | Code | Learning outcomes |
| CT4 |
Identify the role they play in the group and understand the group’s objectives and tasks. Communicate and act within the group in such a way that they facilitate cohesion and performance. Commit to the group’s tasks and agenda. Participate in the group in a good working environment and help to solve problems. | |
| CT5 |
Produce quality texts that have no grammatical or spelling errors, are properly structured and make appropriate and consistent use of formal and bibliographic conventions. Draw up texts that are structured, clear, cohesive, rich and of the appropriate length. Draw up texts that are appropriate to the communicative situation, consistent and persuasive. Use the techniques of non-verbal communication and the expressive resources of the voice to make a good oral presentation. Construct a discourse that is structured, clear, cohesive, rich and of the appropriate length. Produce a discourse that is appropriate to the communicative situation, consistent and persuasive, and interact effectively with the audience. | |
| Type C | Code | Learning outcomes |
| Contents |
| Topic | Sub-topic |
| BLOCK 1 | Public relations: Unit 1: Introduction to public relations (PR). Basic concepts. Unit 2: History of PR. Unit 3: Models of PR. Unit 4: The PR process. The research Unit 5: The PR process: Action, Communication and Evaluation. Unit 6: The PR profession. Unit 7: Professional profiles. Areas of action of the PR Unit 8: Digital communication Unit 9: Crisis management Unit 10: Internal communication Unit 11: Organization of events Unit 12: Integrated Communications in Marketing - Sponsorship and Patronage. Unit 13: Media relations |
|
| BLOCK 2 | Advertising: Unit 1: Basic concepts. Unit 2: History of advertising. Unit 3: Structure of advertising. Unit 4: The advertiser. Unit 5: Advertising agencies. Unit 6: The advertising campaign. Unit 7: The briefing. Unit 8: The consumer. Unit 9: Objectives of the campaign. Unit 10: Advertising budget. Unit 11: Creative strategy. Unit 12: Media strategy. Unit 13: Execution and evaluation of the campaign. Unit 14: New forms of advertising/BTL advertising. |
| Planning |
| Methodologies :: Tests | ||||||||||
| Competences | (*) Class hours |
Hours outside the classroom |
(**) Total hours | |||||||
| Introductory activities |
|
1 | 0 | 1 | ||||||
| Personal attention |
|
4 | 0 | 4 | ||||||
| Lecture |
|
50 | 0 | 50 | ||||||
| Laboratory practicals |
|
14.5 | 55 | 69.5 | ||||||
| Presentations / oral communications |
|
12.5 | 40 | 52.5 | ||||||
| Multiple-choice objective tests |
|
8 | 40 | 48 | ||||||
| (*) On e-learning, hours of virtual attendance of the teacher. (**) The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. | ||||||||||
| Methodologies |
| Description | |
| Introductory activities | The professors will explain what the subject will consist of. |
| Personal attention | Students can contact the professors for any questions or clarifications and they will receive personalized attention. |
| Lecture | The subject is composed of weekly theoretical classes that correspond to the syllabus. The content taught by the professors in these sessions will be completed by the students and evaluated in the quarterly tests. |
| Laboratory practicals | There will be group or individual practices that will begin by working in class. |
| Presentations / oral communications | Part of the syllabus will be worked on from group exhibitions at classroom. |
| Personalized attention |
| Description | ||
|
| Assessment |
| Methodologies | Competences | Description | Weight | ||||
| Laboratory practicals |
|
Each semester the students will do group or individual practices that will be delivered to the professor. Attendance at these sessions is mandatory. | 40% | ||||
| Presentations / oral communications |
|
Presentations will be made of some practices carried out in groups. | 20% | ||||
| Multiple-choice objective tests |
|
A test-type theoretical exam will be held each semester. | 40% | ||||
| Others |
| Other comments and second exam session | |||
|
Clarifications: -A minimum score of 4 must be obtained in both practicals and presentations and exams in order to calculate the subject's average. If in any of these tasks the score is lower than 4, it will be necessary to recover it at the end of the course. -The public relations part and the advertising part will be evaluated separately. Each part represents the 50% of the final mark of the subject. -Both parts must be passed independently with a 5.0 in order to pass the subject. -To pass the subject in the second call, the student must complete the practicals and pass the final exam with a grade of 5.0. |
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| Sources of information |
| Basic |
Grunig, J. & Hunt, T., Dirección de relaciones públicas, 2003, Gestión 2000
Wilcox, D., Cameron, G. & Xifra, J., Relaciones públicas. Estrategias y tácticas, 2006, Pearson/Prentice Hall
Fernández Cavia, J. y Huertas, A., Redacción en relaciones públicas, 2009, Pearson/Prentice Hall
Victoria, J.S., Reestructuras del sistema publicitario, 2005, Ariel Comunicación
Estanyol, E.; Lalueza, F.,, ¿Tamaño o flexibilidad? Estructura organizativa de las consultoras de relaciones públicas en España., 2014, Sphera Pública
Theaker, A., The Public Relations Handbook, 2016, Routledge
Tellis, G.J. & Ambler, T., The Sage Handbook of Advertising, 2007, Sage Publications
Tellis, G.J., Estrategias de publicidad y promoción, 2001, Addison Wesley
Ortega, Enrique, La comunicación publicitaria, 2004, Pirámide
Jiménez-Marín, G. & Pérez Curiel, C., Las redes sociales como herramienta de comunicación entre públicos: endorsement marketing como forma de publicidad, 2021, Madrid: Fragua |
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| Complementary | |||||||||
Relacions Públiques: Agee, W.K.; Ault, P.H.; Cameron, G.T. i Wilcox, D.L. (2001): Relaciones Públicas. Estrategias y tácticas. Addison Wesley. Arceo, J.L. (1999): Tratado de Publicidad y Relaciones Públicas. ICIE. Center, A. H. & Jackson, P. (2003). Public Relations Practices. Managerial Case Studies and Problems. Prentice Hall. Harrison, S. (2002): Relaciones Públicas: una introducción. Thomson. L’Etang, J. & Pieczka, M. (2006). Public Relations. Critical Debates and Contemporary Practice. Laurence Erlbaum Associates. Theaker, A. (2001). The Public Relations Handbook. Routledge. Xifra, J. (2007). Técnicas de las Relaciones Públicas. Editorial UOC. Atkin, C.K. i Rice, R.E. (2001): Public communication campaigns. SAGE. Broom, G.M.; Cutlip, S.M.; Center, A.H. (2001): Relaciones públicas eficaces. Gestión 2000. Lalueza Bosch. (2017). The show must go on. Editorial UOC. Publicitat: Pérez Ruiz, M.A. (1996). Fundamentos de las estructuras de la publicidad. Editorial Síntesis. Rodríguez del Bosque, I.; Suárez, A. y García de los Salmones, M.M. (2008). Dirección publicitaria. Editorial UOC. Pérez-Latre, F. J. (2000). Planificación y gestión de medios publicitarios. Ariel Comunicación. Sánchez Guzmán, J.R. (1993). Teoría de la publicidad. Tecnos. Hernández Martínez, C. (2004). Manual de creatividad publicitaria. Síntesis. Méndiz, A. (2007). Nuevas formas publicitarias. Univ. de Málaga. Ries, A. & Ries, L. (2003). La caída de la publicidad y el auge de las relaciones públicas. Urano. Klein, N. (2001). NoLogo. El poder de las marcas. Paidós.
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| Recommendations |