Degree | Type | Year | Semester |
---|---|---|---|
2501935 Advertising and Public Relations | OT | 4 | 0 |
Within the framework of the prevention and of security measures Covid-19 virus related, the subjects of the will be carried out in a semi-face-to-face format. For this reason, students who want to study this subject must have access to Digital Tecnologies. That means specifically:
The seminar goal is to know and apply strategic planning from strategic communication objectives perspective, its translation into operational objectives and tactics for annual and long-term communication programs and public relations campaigns. Thus, the seminar provides the basic tools for understanding the processes and instruments of analysis, diagnosis, planning and evaluation.
The student will be able to solve practical cases, make decisions and judgements based on limited information in relation to the communication strategy of advertisment and public relations, as well as create content strategies and tactics, translated also into key messages and the identification of expected results (outputs and outcomes) of the communication process.
1.Integrated strategic communication
2. Strategic Goals
3. Operational Goals
4. Processes and models for analysis, diagnosis, planning and evaluation.
5. Annual plan
6. Campaigns
7. Key messages and results (output and outcome) of the communication process.
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.
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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.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Theoretical and practical classes and seminars | 52.5 | 2.1 | 1, 5, 2, 4, 3 |
Type: Supervised | |||
Tutorials and revision of exercises | 7.5 | 0.3 | 1, 2, 4, 3 |
Type: Autonomous | |||
Individual study, readings, exercises | 82.5 | 3.3 | 1, 5, 2, 4 |
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Final Work | 30% | 2 | 0.08 | 1, 5, 2, 4, 3 |
Study Case | 40% | 3.5 | 0.14 | 1, 5, 2, 4, 3 |
Test type examination | 30% | 2 | 0.08 | 1, 2, 4, 3 |
Álvarez, A. (2011): Medición y Evaluación en Comunicación. UMA, Málaga
Capriotti, P. (2013): Planificación Estratégica de la Imagen Corporativa. UMA, Málaga
Matilla, K. (2009): Conceptos fundamentales en la planificación estratégica: Relaciones Públicas. Ed. UOC, Barcelona.
Oliveira, Evandro (2019): The instigatory theory of NGO Communication: stratetic communication in civil society organisations. Springer VS, Wiesbaden
Sanchez-Blanco (2011): Planificación estratégica. Universitas, Madrid
Steel, J. (2000): Verdades, mentiras y publicidad. Eresma, Madrid
Xifra, J. (2001): Relaciones Púlicas: estrategias y tácticas. Revisión Técnica, Addison Wesley, Madrid
Xifra, J. (2005): Planificación estratégica de RRPP, Paidós, Barcelona
No special software required for this seminar.