Advertising Business Management and Administration
Code: 103165 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | OT | 4 | 0 |
Contact
- Name:
- Alejandro Martinez Moreno
- Email:
- Alejandro.Martinez@uab.cat
Use of Languages
- Principal working language:
- spanish (spa)
- Some groups entirely in English:
- No
- Some groups entirely in Catalan:
- No
- Some groups entirely in Spanish:
- Yes
Prerequisites
A positive and proactive attitude is required to make the most of the subject, which will be taught with the aim of bringing students closer to the professional world of the commercial communication company in general, and advertising in particular.
Objectives and Contextualisation
a. Introduce the student to the current criteria and the different fields of business management of advertising / commercial communication companies.
b. Provide the student with a transversal vision about how the business of commercial communication works.
c. Provide the practical basis necessary to understand business management, to facilitate your entry into the professional world and a future promotion managerial positions.
Competences
- Analyse market data (competition and brand image) to develop a communication plan.
- Demonstrate knowledge of management theories in the management of advertising companies and organisations.
- Set communication objectives and design strategies that are suited to the dialogue between brands and consumers.
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
Learning Outcomes
- Analyse the principles that lay the foundations for effectiveness analysis (cost-impact ratio).
- Describe the nature of exchange relations between advertising companies and consumers.
- Differentiate the formats for presenting public relations activities (consultancies, special events, fairs, crisis management, publicity, etc.).
- Identify the consumer’s needs and appraise their role in the purchasing process.
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
Content
1. Introduction. Contents of the subject. What is a company today: contribute to the value chain. What is advertising today. Work vs. entrepreneurship. Objective: to acquire a transversal vision of how this business works.
2.-The communication industry. Ecosystem of advertising and commercial communication companies. Typology. The main companies in each field and their emblematic works. Multinational vs local. Specialized atomization.
3.- The advertising agency. Context, origins and evolution (James Walter Thompson, Bill Bernbach, Mad men, the professionals today). Type organization chart. Professional profiles. Offices and internal organization (as a workplace and as an image and positioning tool). Professional development opportunities. Mentoring.
4.- Large multinational networks, context and organization. Holdings. Reporting and relationship with multinational clients. Hubs. Captive clients vs. captive agencies. The main agency networks and their Spanish subsidiaries.
5.- National companies and investees per networks. Entrepreneurs, freelancers and specialized atomization. Sale to multinationals, the earn out. Collaborative ecosystems. The main local players, who are they and which are their flagship clients.
6.- Internal organization. Departments. Teams. Economic management and emotional management. When the main machinery is people. Cohabitation of different profiles. Leadership. Recruitment. Motivation. Teambuilding. Top down and bottom up.
7.- Customers. The importance of defining the relationship. Accounts or projects. Remuneration: scope of work, contract vs. project fee. New business. Organic growth. Search business vs create business. Proactivity.
8.-New Business. New business strategy. The New Business Plan. The sector map. The wish list. New business management models. External actors. Internal actors. The power of the mouth-ear. Corporate PR. Networking. Competitions.
9.-The Income. Cost vs. return. The fee for concepts of activityand service. Production management (audiovisual, digital and graphic). Rights management (models, music, images, etc). Graphic study. Adaptations.
10.- Control of expenses. Business plan. Overhead. Profit. Ratios. The Q's and the unstable balance. The importance of projecting results. Reorientation plan, how we manage deviations from plan. Commertial expenses. Employee incentives.
11.-Festivals. Festivals as a tool for commercial action: Attract clients and attract talent. The main festivals (Transversals: Cannes, Sol, One Show, FIAP ... Verticals: Effies, Aspid, Pacifier ...). Glamor convertible into business. Costs Projection of enrollment expenses for the year (festivals, categories ...) The Gunn Report. The Cream ranking.
12.-Sell. The need to differentiate. Convey the personality of our own brand. The credentials. Prepare-present-sell. The value of time: concretion, conviction, relevance. The first impression factor. Service vs. activism.
13.- The presentation. From elevator pitch to macro presentation. How to introduce yourself and how to present. Know the audience. The content structure. Balance between the auditory and the visual. Master the room.
14.- Innovation. The exploration-exploitation binomial. Open innovation. Companies that sell innovation. Ideas beyond advertising: Be part of the conversation, build brand by doing, add value by improving people's lives.
15.- Undertake. The dimension of the entrepreneur in commercial communication. The key points. Administrative legal framework. Collaborative networking.
Methodology
The program will be taught enriched with real experiences typical of the teacher according to his vision and experience in companies in the sector.
The theory taught will be applied to the development of an advertising company project, a project that will end in the presentation of a proposal applied to a real brief.
Each session will conclude with the presentation of the most relevant news in the sector, selected by students weekly from a determined battery of national and international publications.
Talks held in class by personalities who will come to reinforce the professional approach to the sector.
Great emphasis will be placed on bringing students closer to the professional world, introducing them to the business world.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Theoretical classes | 30 | 1.2 | 5, 3 |
| Type: Supervised | |||
| Project tutorials | 15 | 0.6 | 1, 5, 2, 4, 3 |
| Type: Autonomous | |||
| Reading, analysis and and synthesis of texts, preparation and realization of a company project. | 15 | 0.6 | 5, 3 |
Assessment
-20% Continuous assessment -both theory and practice- assessing attendance, attitude, involvement in class and student performance.
-40% Synthesis work. During the semester, students must develop an advertising company project that will culminate with their participation in a final contest for obtaining a supposed “client”.
-40% Final exam on the different contents taught in the subject.
Students will be entitled to the recovery of the subject if it has been evaluated from the set of activities, the weight of which is a minimum of 2/3 parts of the total grade for the course.
The student who makes any irregularity (copy, plagiarism, identity theft ...) will be rated with 0 this act of evaluation. In the event of several irregularities, the final grade for the course will be 0.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Continuous assessment | 20% | 70 | 2.8 | 1, 5, 2, 4, 3 |
| Exam | 40% | 2 | 0.08 | 1, 2, 4, 3 |
| Synthesis work | 40% | 18 | 0.72 | 1, 5, 2, 4, 3 |
Bibliography
Bibliography:
-Caro, Franciso J. & Fernández, David. "Empresa Publicitaria"
-Roberts, Kevin. "Lovemarks".
-Roam, Dan. "Haz que tu presentación sea algo extraordinario".
-Arden, Paul. "It’s not how good you are, it’s how good you want to be".
-Bullmore, Jeremy. "More Bullmore, behind the scenes in advertising".
-Carnegie, Dale. "Cómo hablar bien en público".
-Cubeiro, Juan Carlos. "La sensación de fluidez."
-French, Neil. "Sorry for the lobsters".
-Segarra, Toni. "Desde el otro lado del escaparate".
-Solana, Daniel. "Postpublicidad".
-Trias de Bes, Fernando. "El libro negro del emprendedor".
-Petit, Francesc. "Publicidad ilimitada".
-Vidal, Marc. "Una hormiga en París".
-Walsh, Mike. "Futuretainment".
-Harari, Noah Yuval "Sapiens".