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2021/2022

Communications Offices

Code: 103160 ECTS Credits: 6
Degree Type Year Semester
2501935 Advertising and Public Relations OT 4 0
The proposed teaching and assessment methodology that appear in the guide may be subject to changes as a result of the restrictions to face-to-face class attendance imposed by the health authorities.

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 required

Objectives and Contextualisation


Define the role of communication offices in the marketing mix. Analyze its evolution, functions, services and work tools until today- Different types of communication cabinets. - Personal Branding Pla - Establish a 360º vision "integrated" in the communication of business environment and institutions. - Corporate and product communication in current business societies. - The communication plan both internally and externally.

										
											- Application of theoretical knowledge in seminars and cases based on real "case histories".
										
											
										
											- Professional opportunities from the advertising and public relations side.

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

  1. Analyse the principles that lay the foundations for effectiveness analysis (cost-impact ratio).
  2. Describe the nature of exchange relations between advertising companies and consumers.
  3. Differentiate the formats for presenting public relations activities (consultancies, special events, fairs, crisis management, publicity, etc.).
  4. Show leadership, negotiation and team-working capacity, as well as problem-solving skills.

Content

Study of the functions of the strategic direction of advertising and public relations in organizations.
										
											
										
											- Basic tools for the communication management of organizations.
										
											
										
											- Study of the methodologies and sources used for planning advertising media.
										
											
										
											- Study of the strategies for the development of marketing actions.
										
											
										
											- Study of the functional characteristics of account management.
										
											
										
											- Operational development of the planner of the communication cabinets.
										
											
										
											- Media strategy and advertising supports for communication offices
										
											
										
											- Study and development of public relations in the different organizing sectors of social activity,
										
											
										
											economic and political.
										
											
										
											- Development of the planning of specific Public Relations techniques related to the different
										
											
										
											public organizations.
										
											
										
											- Knowledge of the theories of consumer behavior formulated from the different areas of
										
											
										
											marketing study.
										
											
										
											- Study and analysis of the management processes of the different functional areas of advertising and advertising companies.
										
											
										
											Public relations.
										
											
										
											Additional comments
 

Methodology

Master classes and student participation.
										
											
										
											- Practical cases for debate and development
										
											
										
											- Development of a communication plan based on a real case.
										
											
										
											The proposed teaching methodology and evaluation may undergo some modification depending on the restrictions on attendance that the health authorities impose

 

 
 
 
 
 

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      
Theoretical and practical classes and seminars 52.5 2.1 1, 4, 2, 3
Type: Supervised      
Tutorials and revision of exercises 7.5 0.3 1, 2, 3
Type: Autonomous      
Individual study, readings, exercises 82.5 3.3 1, 4, 2, 3

Assessment

Exam: 30%. Recoverable
										
											Works 70%. Recoverable. Configurations for different tests that individual cap is over 20%
										
											 It is compulsory to attend the classroom for the exhibition of works and unfolding cases, to pass the test of connections to approve the subject.
										
											All activities, both theory and practice (seminars and laboratories), are recoverable as long as the student has been assessed in a minimum of 2/3 parts of the total valued activities
										
											Evaluation activities
										
											Title Weight Hours Credits Learning Outcomes
										
											Theory, Seminars, Tutorials, Readings and theory works 20%; works 70%, 10% participation.
 

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Exam 30% 2 0.08 1, 4, 2, 3
Exercises and homeworks 70% 5.5 0.22 1, 4, 2, 3

Bibliography

In the Moodle classrooms the reference bibliography will be posted

Software

The subject does not require any software.