Degree | Type | Year | Semester |
---|---|---|---|
2501935 Advertising and Public Relations | OB | 3 | 1 |
None
• Knowledge of the account manager figure
• Approach to the agency sector
• Strategic planning: insights, benchmark, brand awareness, brand positioning.
• Creation of strategy and communication plan
• New strategies below the line and the Internet
• Presentation tools. Know how to sell and present
- The account manager and his department. Functions and responsibilities. Agency structure. Agency-advertiser relationship. Agency-suppliers. Interdepartmental relations.
- Benchmark and Communication Plan
- Briefing and counterbriefing
- Research
- Strategic marketing
- Bellow the line and internet
- Suppliers, budgets, cost control and invoicing
- Negotiation and sale in advertising. New business.
- Analysis, presentation and argumentation of campaigns (several sessions)
• Theoretical sessions + practical sessions
• Classroom 1 (theory and practice) and classroom 2 (practice)
• Case method
• Professional presentations sector
• Individual practices + group practice
• Presentations
The teaching methodology and the evaluation may undergo some modification depending on the restrictions on attendance imposed by the health authorities.
The student who commits any irregularity (copy, plagiarism, impersonation, ...) will be graded with 0 this act of evaluation. In case of several irregularities, the final grade of the subject will be 0.
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 | 6, 2, 3, 4, 5 |
Type: Supervised | |||
Tutorships | 7.5 | 0.3 | 6, 2, 3, 4, 5 |
Type: Autonomous | |||
Reading, analysis and synthesis of texts, preparation and execution of works | 82.5 | 3.3 | 6, 2, 3, 4, 5 |
- Compulsory attendance 80% of the classes.
- Mandatory submission of ALL assignments.
- Very strict timings; assignments more than one week late will not be accepted. Work delivered after the deadline will have a penalty of -1 point to be subtracted from the final grade.
- Final grade: 30% communication plan - 30% benchmark - 40% rest of exercises and practices. To make the average and pass the course it is necessary that both the benchmark and the communication plan are approved.
Recovery
- The recoverable evaluation activities are: the communication plan and the benchmark.
Second enrollment
- Students who re-enroll in the course (repeaters) must take a synthesis test that will be communicated at the beginning of the course.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Benchmark | 30 | 2.5 | 0.1 | 1, 6, 2, 3, 4, 5 |
Communication plan | 30 | 2.5 | 0.1 | 6, 2, 3, 4, 5 |
Practice | 40 | 2.5 | 0.1 | 1, 6, 2, 3, 4, 5 |
The course does not require any specific software.