Degree | Type | Year | Semester |
---|---|---|---|
2501935 Advertising and Public Relations | OT | 4 | 0 |
Within the framework of the prevention and prey of security measures in the field of the Covid-19 virus, the subjects of the 1st quarter will be carried out in a semi-face-to-face format. For this reason, students who want to study this subject must have within their reach the possibility of accessing information and communication technologies (ICTs) that guarantee the correct follow-up of the subject, within these technologies you must have:
The subject is conceived to know the strategic planning, the function of the planner, the tools and techniques available and the reason for their work. Thus the subject gives the basic tools to understand the analysis, diagnosis and planning processes of a trademark and its application to advertising activity.
At the end of the course, the student will have to be able to solve practical cases, make decisions and make judgments based on limited information regarding the strategy of advertising communication, as well as creating brand content. In general, this result must be translated into the creation and implementation of an integrated brand communication strategy.
Topic 0 Contextualization of the subject:
1. Guidelines in which the subject of Strategic Planning in Advertising will be developed. Presentation of the subject, the material, the methodology and the academic calendar.
Topic 1 Principles of Strategic Planning:
1. Strategic Planning (definition, history)
2. The figure of the planner: appearance, mentality and attitude of the planner
3. Principles of advertising and communication strategy
Topic 2 Consumer Psychology and Sociology: Consumer behavior.
1. Principles of analysis of consumer behavior and consumption
2. Purchase process: drivers / symbolic consumption / needs that satisfy consumption
3. Self and identity
4. Purchase behavior models
5. Factors of consumer behavior: Culture / Society / Person / Psychology (Motivation)
6. Aspects associated with symbolic consumption: Freedom, Happiness, Love, Sexuality
7. The communication.
Topic 3 The Brand as a strategic asset
1. Principles of brànding for strategic planning
2. History of advertising brands
3. The brand and the mind of the consumer
4. Planning of the strategy and type and brands based on the brand portfolio
5. IVC principles
Topic 4 Growth strategies
1. Concept of competitive advantage as brand purposes
2. Growth strategies for brands
3. Imitation VS. differentiation
Theme 5: Campaign 1: Strategic Preparation
1. Knowledge of the final consumer
2. Insights vs ACB'S
3. Needy, benefits and wishes
4. The positioning of the brand.
5. Proposal and promise of value
6. Build the RW'S and RTB brand
Topic 6: Campaign 2: Message and launch
1. Steps to create the campaign
2. Creativity: Briefing and alternatives
3. Construction of the message: type of copy
4. Tools for the construction of the message
5. Final arts
6. Budget and schedule.
The detailed calendar with the content of the different sessions will be exposed on the day of presentation of the subject. You can also use the Virtual Campus where students can find the specific description of the exercises and practices, the various teaching materials and any information necessary for the proper monitoring of the subject. In the event of a change in the teaching modality for health reasons, the teaching staff will inform of the changes that will occur in the programming of the subject and in the teaching methodologies
The teaching methodology is adapted to the typology of the teaching sessions marked according to the characteristics of the subject and the directives applied in terms of security and protection from the Covid-19 virus. Thus, a blended methodology will be followed where the theory is It will be done electronically and the face-to-face classes will be used for more practical work.
Due to the complexity of the contents expressed in topic 2 of the subject, this will be done in person. In this sense, there will be a master class, but a more practical system of class in debate format will be used.
The teaching methodology and the proposed evaluation may undergo some modification depending on the restrictions on attendance that the health authorities impose.
.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Study case | 18 | 0.72 | 1, 5, 2, 4, 3 |
Theoretic sessions | 26 | 1.04 | 1, 5, 2, 4, 3 |
Tutorship | 6 | 0.24 | 5 |
Type: Supervised | |||
Assessment exam | 4 | 0.16 | 1, 2, 4, 3 |
Type: Autonomous | |||
Student work, readings, final group work | 96 | 3.84 | 1, 5, 2, 4 |
The evaluation system to be applied in the course is as follows:
To pass the subject, more than 5 out of 10 must be obtained in the grade resulting from the evaluation activities described above.
Attendance in face-to-face classes is compulsory (minimum 80%), and its performance and attendance are not recoverable. In addition, students who do not attend a face-to-face class where an evaluative activity is carried out will record their grade as 0.
The student who makes any irregularity (copying, plagiarism, identity theft ...) that may lead to a significant variation in the grade of an assessment act, will be rated 0 this assessment act. In the event of several irregularities, the final grade for the course will be 0.
Recovery of the subject
Students will have the right to the recovery of the subject if the weight of which has been evaluated is equal to a minimum of 2/3 parts of the total grade of the subject. The possibility of recovery is included, under the following guidelines:
The activities that are excluded from the recovery process are:
The teaching methodology and the proposed evaluation may undergo some modification depending on the restrictions on attendance that the health authorities impose.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
- Participation and intervention of the groups in the corresponding seminars based on the evaluative activity of the group | 10% | 0 | 0 | 5 |
Final Work | 30% | 0 | 0 | 1, 5, 2, 4, 3 |
Study Case | 40% | 0 | 0 | 1, 5, 2, 4, 3 |
Test type examination | 20% | 0 | 0 | 1, 2, 4, 3 |