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Advertising and Public Relations Strategies

Code: 103134 ECTS Credits: 12
Degree Type Year Semester
2501935 Advertising and Public Relations OB 2 A


Miquel Campmany Muņoz

Use of Languages

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

Other comments on languages

There will be sessions in English in 3-4 out of 7 modules modules. Aprox. 40-50% sessions


Anna Fajula Payet
Cristina Martorell Castellano


Knowledge of basic concepts explained in Introduction to marketing & Introduction to Advertising.

Objectives and Contextualisation

Provide students of the fundamental knowledge on the strategic side of communication, both at the conceptual level (analysis, branding and strategy conceptualization) and implementation (execution of the various phases of a communication plan).


  • 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.
  • Introduce changes in the methods and processes of the field of knowledge to provide innovative responses to the needs and demands of society.
  • Manage time effectively.
  • Research, select and arrange in hierarchical order all kind of sources and useful documents for the development of advertising messages.
  • 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.
  • Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
  • Students must develop the necessary learning skills in order to undertake further training with a high degree of autonomy.
  • Take account of social, economic and environmental impacts when operating within one's own area of knowledge.
  • Take sex- or gender-based inequalities into consideration when operating within one's own area of knowledge.
  • Use one's imagination with flexibility, originality and ease.

Learning Outcomes

  1. Analyse a situation and identify its points for improvement.
  2. Analyse the indicators of sustainability of academic and professional activities in the areas of knowledge, integrating social, economic and environmental dimensions.
  3. Analyse the sex- or gender-based inequalities and the gender biases present in one's own area of knowledge.
  4. Communicate using language that is not sexist or discriminatory.
  5. Consider how gender stereotypes and roles impinge on the exercise of the profession.
  6. Describe the role of the different departments in an advertising and public relations company (creativity, media, marketing, sales, customer service, etc.).
  7. Develop a media strategy according to communication goals and the relationship between duration, territorial coverage and frequency.
  8. Distinguish the techniques for developing the corporate image of advertising companies and organisations.
  9. Explain the explicit or implicit code of practice of one's own area of knowledge.
  10. Identify situations in which a change or improvement is needed.
  11. Identify the foundations of brand creation and management.
  12. Identify the principal forms of sex- or gender-based inequality and discrimination present in society.
  13. Identify the social, economic and environmental implications of academic and professional activities within one's own area of knowledge.
  14. Manage time effectively.
  15. Propose projects and actions that are in accordance with the principles of ethical responsibility and respect for fundamental rights and obligations, diversity and democratic values.
  16. Propose projects and actions that incorporate the gender perspective.
  17. Propose viable projects and actions to boost social, economic and environmental benefits.
  18. Research, select and arrange in hierarchical order all kind of sources and useful documents for the development of advertising messages.
  19. Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
  20. Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
  21. Students must develop the necessary learning skills in order to undertake further training with a high degree of autonomy.
  22. Use one's imagination with flexibility, originality and ease.
  23. Weigh up the impact of any long- or short-term difficulty, harm or discrimination that could be caused to certain persons or groups by the actions or projects.



  • The role of strategy
  • Communicate what, how and when
  • Stages of the strategic process: analysis - diagnosis - strategy - actions - content
  • The communication plan. Holistic vision and context of the brand
  • The brand's macro-environment
  • The planner as the person responsible for the strategy within the agency


  • The micro-environment of the brand: its competive context. The category as a market
  • Category perception from the point of sales
  • Category perception from the imputs received from the street and media
  • Tools to analyse and measure the category: Market data, Copy analysis and Store checks
  • Positioning: the brand and the category in the mind of the consumer
  • Positioning maps

  • The subject of communication: the brand as the identity of products, companies and institutions
  • Key concepts of branding
  • Construction axes and dimensions of the brand: awareness and meanings
  • Brand Essence
  • Brand Personality
  • Elements of identity
  • Brand Stories


  • The publics of communication
  • The concept of stakeholders
  • Consumer knowledge
  • Research instruments
  • Consumer segments & tipologies

  • The Consumer Journey
  • Contact points
  • Consumer intelligence: social listening and DataMining
  • Analysis of nehaviours, barriers and opportunities


  • The roles of communication
  • From diagnosis to the objective
  • Communication's target & Projected target
  • Strategy development and messages to communicate
  • Media neutral strategy
  • The Brief as a "translator" of the strategy
  • The Copy Strategy and other models to summarize the strategy


  • Identification and engagement
  • The insights
  • Instruments of persuasion
  • The big idea
  • The Activation Plan: actions & content to activate the big idea and the messages defined
  • A balanced activation within the budget allocated: Paid, Owned & Earned media
  • How to evaluate creativity
  • How to evaluate eficacy: KPI's



  • Content and storytelling of the presentation
  • Misse-en-escène: preparing the setting and performance in the D day

  • Agents involved in the process of create and execute a communication's strategy
  • The corporate communication and marketing team
  • The structure of the agency
  • The researchinstitute
  • Other agents
  • The growing role of women in the professional communicative ecosystem.

The detailed calendar with the content of the different sessions will be presented on the day of presentation of the subject. It will be uploaded to the Virtual Campus, where students will be able to access the detailed description of the exercises and practices, the various teaching materials, and any necessary information for the proper follow-up of the subject.



Various activities will be carried out during the course:

1.- Master classes

2.- Worksop sessions

3.- Reading texts

4.- Presentations to the group

6.- Year Task of the subject (Communication Plan)

7.- Group or individual tutoring

8.- Conference or talk by professionals in the commercial communication and PR sector (to be defined)


These activities will be organized, during the 10 months of the course, as follows:


1- Master classes:

Keynotes about the matter. Exposition and consultation of doubts. Compulsory attendance.

There will be between 8 and 10 sessions of 3 hours throughout the course, taught by the main associate professor.


2- Workshop sessions:

14 workshop sessions of 3 hours linked to each one of the master classes.

They will be mainly taught by assistant teachers. Alumni will be divided in two or three groups (33% or 50% of the class in alphabetical order).

In each session you can expand / complement the theoretical content explained in the keynote session. Then, several exercices will arise, which can be developed individually or in a group, and can be done both in class or at home.

In total, there will be around 18-20 workshops to be grade.


3- Development of the course yearly task:

Preparation of a Communication Plan. Students will be divided into teams of 4 people. Several cases will be defined, which will be assigned for their development to 3 or 4 teams, which will "compete" for offering the best proposal.

The evolution of the work will be supervised by one of the professors through various tutorial sessions and a final evaluation of the finished written work will be carried out.

Subsequently, each group will make an oral presentation to defend their proposal in front of a tribunal formed by the 3 professors and, perhaps, an external professional linked to one of the cases. This court will punctuate each group and will choose, case by case, the winners of each "oralcontest".


4- Readings:

Various readings related to thetheoretical contents and sections of the work will be provided, which each student must comment in writing and individually.

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      
Keynote sessions & workshops 105 4.2 22, 19, 11
Type: Supervised      
Tutorials 15 0.6 14
Type: Autonomous      
Anual team task, individual study and readings 165 6.6 22, 19, 7, 14, 11


This subject conforms, together with Marketing of the first year and Creativity of the third year, the backbone of the Degree. That is why they are the core subjects of each of these three courses respectively, and they have 12 credits.

The subject is based on the balance between the learning of theoretical contents and the ability to apply them in a real day-to-day situation of the profession. Therefore, the evaluation contemplates this double dimension and the 12 credits will be distributed equally between exam (4), practices and readings (4) and course work (4). To pass the matter, it will be required a minimum of 5 for the final grade.

The official program separates the two quarters and awards 7 of the twelve credits to the first and 5 to the second one. As each of these two blocks is independent, to pass the subject it is necessary to approve both of them. Therefore, if a student suspends one of the semesters, the subject can not be approved doing average and the suspended part must be recovered.

An approximation, not exact, between the allocation of credits by academic areas and by quarters is the following:

 First 4-months:

- Theoric exam..................................................      2 credits

- Workshop sessions..............................................  2 credits

- Work: Communication Plan ..................................  2 credits

- Readings ...........................................................  0.5 credits

In any of the four sections, the minimum grade to play average with other is a 4.

Second 4months:

- Theoric exam..................................................      2 credits

- Workshop sessions..............................................  2 credits

- Work: Communication Plan ..................................  2 credits

- Readings ...........................................................  0.5 credits

In any of the four sections, the minimum grade to play average with other is a 4.




The credits of the work will be divided, on 100 points, of the following form:

  • 6-7 partial tutorials --> 45 points
  • Global assessment of the final written work --> 25 punts
  • Oral presententation (contest classification) --> 30 points *

The winning team in each case will receive aproximate 30 points, the second 20, the third 10 and the fourth 0.


Exam: it will have a part of test questions and a practical part to be developed. The correction of the test will be based on the formula CORRECT ANSWERS - ERRORS / Nº OPTIONS-1, which corrects the probabilities of random success of people who have not followed the subject. It is required a minimum of 4 in each part to average.

Workshops and exercises: they must be carried out and delivered on the day indicated in the subject calendar or that the teaching team marks. Only those practices that have not been carried out for justified reasons or force majeure (illness, ...) can be recovered. The absence or impossibility of realization must be proven.

In both, the practical exam and practicals exercisses during the workshops, the fact of answering in English the entire task will imply an extra score of between 0.3 and 0.5 points.

The student who performs any irregularity (copy, plagiarism, identity theft...) that can lead to a significant variation of the qualification of an evaluation act, will be qualified with 0 this act of evaluation. In case there are several irregularities, the final grade of the subjectwill be 0.



The student will be entitled to the revaluation of the subject if he or she has been evaluated of the set of activities the weight of which equals a minimum of 2/3 of the total grade of the subject.

Coursework is NOT recoverable except for some of the first 3 partial deliveries. Both, Practice and Exams blocks are recoverable, but can be recovered with a minimum grade of 3. In the case of a lower grade, the subject can not  be retrieved.

The block of practice exercices withineack 4-moths period can be recovered through an axercise by the end of this period.

The exams are recovered with a new recovery exam at the end of the course, in which the maximum mark that comes out to combine with the rest of the marks of the subject will never be higher than 6.5.

In the case of a second enrolment, students can do a single synthesis exam/assignment that will consist of a exam, divided in 2 momments, each one at the end of each quarter.The grading of the subject will correspond to the grade of the synthesis exam/assignment. However, to reduce the risk that students may face, they may choose to supplement the grading of the synthesis tests with practical exercises of the continuous assessment.

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Exam 4 credits / 33% of the final grade 6 0.24 1, 9, 14, 11, 12
Workshops, exercises & readings 4 credits / 33% of the final grade 5 0.2 3, 19, 6, 7, 14, 11, 10, 15, 21
Year task in groups 4 credits / 33% of the final grade 4 0.16 2, 22, 18, 4, 19, 6, 8, 7, 14, 13, 10, 16, 17, 20, 5, 23


    • Drue, Jean Marie (1996). Disruption. Eresma
    • Maslow, AD (1943). A theory of human motivation. Start Publishing
    • Fortini-Campbell, Lisa (2001). Hitting the sweet spot. The Copy Workshop
    • Laermer, Richard (2009). Punk Marketing. HarperCollins
    • Steel, Jon (2012).Verdades, mentiras y publicidad. Eresma
    • several authors (1988). How to plan advertising. APG   
    • Reynolds & Olson (2001). Understanting consumer decision making: the means-end approach. Laurence Earlbaum
    • Reiss, Steven (2002). Who am I?. Berkley
    • Zaltman, Gerald (2003). How customers think; Harvard BS Press   
    • Sutherland & Sylvester (2008). Advertising and the mind of the consumer. Routledge
    • Schmitt, Bernd (2000). Experiential marketing. Free press        
    • Rijkenberg, Jan (2001).Concepting. NTC
    • Stalman, Andy (2014). Brand Off-On. Gestión 2000
    • Lindstrom Martin (2005). Brand Sense. Free Press
    • Zaltman, Gerald (2008). Marketing Metaphoria. Harvard BS Review
    • Keller, Kevin L. (2019). Strategic Brand Management (5th edition). Prentice Hall
    • Batey, Mark (2015). Brand meaning (2nd edition). Routledge
    • Pearson, Carol & Mark, Margaret (2001). The Hero & the Outlaw; McGraw-Hill
    • Chan & Mauborgne. (2015). Blue ocean Strategy. Harvard BS Review
    • Villemus, Philippe (1997). Comment juger la création publicitaire. Editions d'Organization
    • Levinson, Frishman & Lublin (2020). Guerrilla Publicity; Morgan James
    • Gladwell, Malcolm (2002). The tipping point; Back Bay Books


The subject does not require any specific software.