Degree | Type | Year | Semester |
---|---|---|---|
4314947 Strategic Planning in Advertising and Public Relations | OB | 0 | 1 |
There are no prerequisites for taking the subject, although it is advisable to have prior knowledge about the main communication concepts. Knowledge of English is recommended as many of the supporting texts/articles are written in this language.
The objectives of the module are:
- Reinforce and expand the knowledge that students have about the figure and role of the planner.
- Expand and deepen students' knowledge in the field of strategy to better strengthen professional activity, especially in relation to the development of a communication plan or the communicational needs and strategies of brands.
We use the case method. This implies the preparation of a case linked to each topic, its resolution and related theoretical topics explanation through an exposition of the teacher and article's pre-readings.
This module is made up of two main areas of activity: (1) working on the keys to a good strategy and (2) working on the application of the strategy in the creation phase. Since the role of the planner is different in each one of them, they will be approached, respectively, with different teaching techniques:
(1) The keys to a good brand and communication strategy: with more theoretical content and taught by Sam Júdez and Miquel Campany, professionals with a long career linked to strategy. It is a basic element of the module and founding intention of this Master to work with the case method. Therefore, the way to approach each topic in this area will be based on the analysis and RESOLUTION OF A real CASE, most of which are recognized in the Efficacy Awards. Thus, for each topic / case, the work process in and out of class consists of a double session, structured as follows:
Day 1: Case work Day 2: Theoretical support linked to the case
(previous reading of the case at home) (reading of articles at home)
30min GROUP DEBATE 45min DEBATE (group and global)
30min EXPOSURE. QUESTIONS 60min THEORETICAL EXPLANATION
60min EXPLANATION / COMMENT 15min APPROACH EXERCISE
In addition to these classes, there will be a 4-hour session (keynotes and workshop) focused on Corporate Social Responsibility as a key instrument in corporate strategies, given by Dr. Estrella Barrio.
(2) The application of the strategy and the role of the planner in the creative phase: eminently practical and taught by Patricia Luján Creative Director of large local and international agencies. For this reason, the format of this second area will be closer to a workshop format, with exercises, comments and theoretical references.
However, both areas will be covered simultaneously throughout the 10 weeks of sessions, to guarantee the link between them.
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 | |||
We use the case method. This implies the preparation of a case linked to each topic, its resolution and related theoretical topics explanation through an exposition of the professor and articles pre-readings. | 225 | 9 | 1, 2, 12, 11, 4, 3, 10, 6 |
The evaluation of the module is carried out through the participation of the student in:
1- a group task in which a specific case will be developed based on the knowledge and skills acquired in the sessions with cases.
2- Patricia's creativity workshops.
The percentages of the final grade will be, respectively:
- 50% of the final grade: written task (to be delivered one month after the end of the sessions).
- 25% of the final grade: oral presentation of the task (in the weeks after the written delivery).
- 25% of the final mark: exercises in the workshops on creativity.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Written work + oral presentation | 100 | 0 | 0 | 1, 2, 9, 12, 7, 11, 4, 3, 10, 6, 5, 8 |
Various articles and essays will be delivered for the study and development of each topic.
The subject does not require any specific software.