Degree | Type | Year | Semester |
---|---|---|---|
2501935 Advertising and Public Relations | OB | 3 | 1 |
The students who take this course must have a coneixements previs de comunicació. Encara that l'asignatura s'imparteix en castellà, the students that vulguin cursar have to have a minimum coneixements of the Catalan language per a millor seguiment i participation of the interventions and diàlegs generats in the sessions docents.
This subject is part of the subject Strategy in Advertising and Public Relations, whose main objective is to provide students with the tools to have the ability to design effective communication strategies.
Through it, the student will be informed about forms of business communication that are alternatives to commercial communication and whose main objective is to create a positive image that globally benefits an organization, both externally and internally.
We will also see different typologies of crises and how these can affect the reputation of a company or institution, as well as how to manage them communicatively.
The students of this subject will have previously studied the subject of Contemporary Advertising Systems, where communication techniques aimed at achieving commercial objectives are analyzed, having basically seen that dimension of the organizations. However, in the subject at hand, students will work a much more global dimension of companies, noting that the institutional and commercial scope can act as communicating vessels.
It is about analyzing all those elements that make up the identity of an organization, its values, its culture, its philosophy and its objectives in society, handling concepts such as corporate social responsibility as one of the fundamental elements of any organization that wants to have an good reputation in its environment.
Topic 1.- CREATION AND TRANSMISSION OF CORPORATE IDENTITY. The creation of identity in organizations: physical features and cultural features. The corporate identity program. The communication of the brand identity. The creation and adaptation of values as a way to transmit identity.
Topic 2.- CORPORATE COMMUNICATION IN ORGANIZATIONS. Typology of most used techniques, ways, tools Dimension identity / dimension communication / dimension image. The importance of the stakeholders and the approach of values.
Item 3.- COMMUNICATION OF CORPORATE SOCIAL RESPONSIBILITY IN ORGANIZATIONS. Business ethics, responsibility and reputation. Corporate social responsibility, a fashion, a need or an obligation on the part of organizations?
Trends and social motivations that affect the behavior of organizations. Approaches to CSR from the organization based on the areas of action and interest groups.
Unit 4.- INTERNAL BRAND BUILDING IN ORGANIZATIONS. Communication as a way of internal transmission of the culture of the organization.
Internal communication channels most used and their directionality depending on the objectives. How companies relate to their employees. Its role as transmitter of the identity of the organization.
Unit 5.- MANAGEMENT COMMUNICATION OF CRISIS IN ORGANIZATIONS. Typologies of crisis. Features. Beginning. Morphology. The crisis plan. Management of crisis communication. Analysis of practical cases.
The teaching methodology is adapted to the typology of the teaching sessions marked according to the characteristics of the subject:
- Face-to-face theoretical sessions, in which the communication possibilities of the organizations will be transmitted to the student from an institutional perspective.
- Seminars, with an important participation on the part of the student and for prior work on their part. Through them the students will apply the knowledge they acquire in the subject. It will try to help the student to enhance their presentation skills, an essential requirement for any professional in the field of communication.
- Laboratory practices, aimed at enhancing skills such as negotiation, leadership, team management and reflection through the discussion of cases. - Autonomous work by the student (search of sources of information, analysis, establishment of strategies, readings, realization and presentation of a project).
The students will work throughout the subject in closed teams.
The proposed teaching methodology and evaluation activities may undergo some modifications depending on the health authorities' attendance restrictions.
The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary information for the proper follow-up of the subject. In case of a change of teaching modality for health reasons, teachers will make readjustments in the schedule and methodologies.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Laboratories | 18 | 0.72 | 5, 2, 4, 3 |
Theoretical classes | 15 | 0.6 | 2, 4, 3 |
Tutorials | 3 | 0.12 | 5, 3 |
Type: Supervised | |||
Evaluation | 2 | 0.08 | 2, 4, 3 |
Seminars | 15 | 0.6 | 5, 2, 4, 3 |
Type: Autonomous | |||
Student work, readings, team work | 27 | 1.08 | 5, 2, 4, 3 |
The evaluation system that will be applied in the subject is the following:
- completion of group work (50%) in the final grade
- seminars assistence (10%) in the final grade
- exam type test (40%) in the final grade
To pass the subject must pass both the work and the exam.
Attendance at seminars and laboratories is compulsory (minimum 80%), and its implementation and assistance are not recoverable.
The student who performs any irregularity (copy, plagiarism, identity theft...) that can lead to a significant variation of the qualification of an evaluation act, will be qualified with 0 this act of evaluation. In case there are several irregularities, the final grade of the subject will be 0.
The subject includes the possibility of recuperation, under the following guidelines:
- the student who fails the exam will have access to a second exam during the recuperation period. In this case, the maximum grade to be obtained would be approved (5 or 6).
- the student wishing to improve the grade of the first examination session must prepare a specific bibliography (to consult with the teaching team). The final grade would be the last one obtained, regardless of whether it was lower than the first.
- in the case of suspending a seminar, group work or practice, the student must repeat it in the recuperation period improving the necessary aspects to overcome it and the maximum grade to obtain would be approved (5 or 6).
The student will be entitled to the revaluation of the subject if he or she has been evaluated of the
set of activities the weight of which equals a minimum of2/3 of thetotal grade of the subject.
The student who performs any irregularity (copy, plagiarism, identity theft...) will be qualified with 0 in this assignment or exam. In case there are several irregularities, the final grade of the subject will be 0.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Exam | 40% | 4 | 0.16 | 1, 5, 2, 4, 3 |
Seminars Assistence | 10% | 33 | 1.32 | 1, 5, 2, 3 |
Work | 50% | 33 | 1.32 | 2, 3 |
BIBLIOGRAFÍA OBLIGATORIA
Llibre en línia | ESIC | 2012 | Segunda edición revisada y actualizada
https://cataleg.uab.cat/iii/encore/record/C__Rb2085383?lang=cat
Llibre en línia | Editorial UOC | 2018-10- | Primera edición en formato digital
https://cataleg.uab.cat/iii/encore/record/C__Rb2085350?lang=cat
Llibreen línia |2016-09-
López Menacho, Javier, 1982- autor
Llibre en línia | 2018-03-
Carrillo Boutureira, Francisco, autor
Llibre en línia | 2014
Losada Díaz, José Carlos, 1973- autor
Llibre en línia | 2018-03-
Remy, Paul;Remy, Paul
eBook | 2015
Llibre en línia | Editorial UOC | 2018
Robert I. Sutton;Robert I. Sutton
eBook | 2011
Students can consult the changes in the compulsory bibliography in the virtual campus at the beginning of the teaching period.
BIBLIOGRAFÍA OPTATIVA: