Advertising and Public Relations Today
Code: 103139 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | OT | 4 | 0 |
Contact
- Name:
- Santiago Jordan Avila
- Email:
- Santiago.Jordan@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:
- No
Prerequisites
Not requested
Objectives and Contextualisation
Marketing and Communication 3.0 and 4.0
- Connection and development of current trends in publicity and in the business environment.
- Connection and practice of the latest planning eines of communication of the marks.
- Coolhunting
- Approach to l'agència del futur.
- Explain the new eines of publicity and RPP communication was integrated into the marketing plan of the advertiser.-
- Application using real practical houses.
Competences
- Apply the knowledge of various social science disciplines to the study of culture as a parameter for organising markets, in the field of advertising as the main system of persuasive communication.
- Demonstrate knowledge of the legislation developed in the field of social communication.
- Demonstrate knowledge of the media’s social impact.
- Demonstrate knowledge of the professional and economic structure of the media’s business system.
Learning Outcomes
- Describe the business system structure of the major advertising and public relations groups.
- Distinguish and explain the main cultural trends underpinning the analysis of persuasive communication.
- Identify and describe the mechanisms of building events in the field of advertising and public relations.
- Identify the difference between conventional and non-conventional media in the advertising system.
- Identify the sources of artistic and literary tradition in the analysis of advertising messages.
- Interpret legislation developed in the field of advertising and public relations.
- Recognise and appraise the impact of current affairs in building advertising messages.
- Recognise and describe the codes of ethics and self-regulation governing the advertising profession.
- Recognise and distinguish the professional profiles and functions of the different subjects that play a role in advertising activity.
Content
Generation of knowledge in current advertising and RPP and application of the same highlighting among other approaches to:
1.Marketing 2.0
2.arketing 3.0 i 4.0
3.Strategic planning: Account Planner
4.Blue Oceans versus Red Oceans
5.T- Plan applied
6The agency of the future
7.Trends in communication offices and public relations
8.New areas in Public Relations
Methodology
Classes with exposition of formative contents by part of the professor.
Practical classes with case resolution.
Student proactivity
Teamwork Seminarians
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Master classes, seminars and tutorials | 52.5 | 2.1 | 1, 2, 3, 4, 5, 6, 8, 9, 7 |
| Type: Supervised | |||
| Tutorials and revision of exercises | 7.5 | 0.3 | 1, 2, 3, 4, 5, 6, 8, 9, 7 |
| Type: Autonomous | |||
| Individual study, readings, exercises | 82.5 | 3.3 | 1, 2, 3, 4, 5, 6, 8, 9, 7 |
Assessment
Exam/Test: 30%. Practices 4:40% C. Work: 30% It is compulsory to attend the classroom, face-to-face or virtual, for the exhibition of the treballs and unfolding cases, in order to pass the test of connections to approve the subject.all activities, both theory and practices (seminars and laboratories) are recoverable as long as the student has been assessed at a minimum of 2/3 parts of the total valued activities.
Important: The proposed teaching methodology and evaluation activities may undergo some modification depending on the authorities attendance restrictions
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Practices | 40 | 3 | 0.12 | 3, 6, 7 |
| Test | 30% | 2 | 0.08 | 1, 2, 3, 5, 6, 8, 9, 7 |
| Work | 30 | 2.5 | 0.1 | 2, 3, 4, 5, 6, 7 |
Bibliography
Due to the characteristics of the subject, the main reading journals are attached
1. El Publicista
2. Campaign
3. Advertising Age
4. Anuncios
5. Agenda de la comunicación
6. Anuario de marketing
7.Control
8.Anuario de la creatividad española
9. IP
Software
The subject does not require any specific software.