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Accounts Management

Code: 103162 ECTS Credits: 6
Degree Type Year Semester
2501935 Advertising and Public Relations OB 3 1
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.


Montse Lavilla Lavilla Raso

Use of Languages

Principal working language:
catalan (cat)
Some groups entirely in English:
Some groups entirely in Catalan:
Some groups entirely in Spanish:


Mireya Places Fernando



Objectives and Contextualisation

• 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


  • 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. Demonstrate knowledge of the basic principles of negotiating with the media and the purchase of advertising space.
  3. Describe the nature of exchange relations between advertising companies and consumers.
  4. Differentiate the formats for presenting public relations activities (consultancies, special events, fairs, crisis management, publicity, etc.).
  5. Identify the target audience in developing a media plan.
  6. Show leadership, negotiation and team-working capacity, as well as problem-solving skills.


- 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.


- 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.

Assessment Activities

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


  • Cooper, Alan (editor, 2009) Planning: cómo hacer el planeamiento estratégico de las comunicaciones, Ediciones Paraninfo, Madrid.
  • Fernández-Gómez, Jorge David (2014) Mecanismos estratégicos en publicidad: de la USP a las Lovemarks, Advook, Sevilla.
  • Keller, Kevin Lane (2013) Strategic Brand Management, Pearson. 
  • Kotler, Philip (2018). Marketing 4.0. Editorial Lid.
  • Lannon, Judie y Baskin, Merry (editoras) (2008): A Master Class in Brand Planning. The Timeles Work of Stephen King, JohnWiley & Sons, West Sussex, England.
  • Sánchez-Blanco, Cristina (2011): Planificación estratégica. Editorial Universitas. Madrid.
  • Santesmases, M (2011). Marketing, conceptos y estrategias. Grupo Anaya Lectura.
  • Soler, P (2008). El director de cuentas. Gestión de cuentas en marketing y publicidad. Barcelona: UAB. Servei de Publicacions
  • Steel, Jon (2012): Verdades, Mentiras y Publicidad. El arte de la planificación de cuentas. Editorial Fragua, Madrid


The course does not require any specific software.