Degree | Type | Year | Semester |
---|---|---|---|
2501935 Advertising and Public Relations | OB | 2 | 2 |
You can check it through this link. To consult the language you will need to enter the CODE of the subject. Please note that this information is provisional until 30 November 2023.
Students who take this course must have basic communication skills.
The subject is part of the Theory and Structure of Advertising and Public Relations, in block with other subjects such as: Theory and Structure of Advertising, Theory and Structure of Public Relations, Current Issues in Advertising and PR.
Learning objectives of the subject:
Topic 1.- Advertising integrated in the marketing process.
1.1.- Marketing objectives and communication objectives. 1.2.- The establishment of qualitative objectives and quantitative objectives. 1.3.- Players of the advertising system (advertiser, consumer, agency, media).
Topic 2.- Classification of the media in estimated and controlled means:
2.1.- Communication techniques that would enter by classification.
2.2.- Analysis of advertising investment data. Evolution and trends.
2.3.- Seasonality of the investment.
2.4.- Reflection on the circumstances that have led to changes in advertising systems.
Topic 3.- Advertising communication techniques. Its application according to the marketing objectives. Reasons for the appearance of new techniques. Changes in current advertising systems.
3.1.- Promotion
3.2.- Street marketing, dance marketing, ambient marketing
3.3.- Branded Content
3.4.- Cobranding, licensing
3.5 - Product Placement
3.6 - Merchandising
MD1: Master classes
MD2: Problem-solving classes / cases / exercises
MD4: Preparation of jobs / reports
MD5: Reading articles / reports of interest
MD6: Oral presentation of works
MD7: Tutorials
MD8: Seminars
MD11: Classroom practices
The proposed teaching methodology and evaluation activities may undergo some modifications depending on the health authorities' attendance restrictions.
The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary information for the proper follow-up of the subject. In case of a change of teaching modality for health reasons, teachers will make readjustments in the schedule and methodologies.
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 | |||
Seminars | 15 | 0.6 | 6, 7, 9, 10, 12, 14, 15, 21, 22, 20 |
Theory sessions | 37.5 | 1.5 | 7, 9, 14 |
Type: Supervised | |||
Tutorials | 7.5 | 0.3 | 7, 9, 14 |
Type: Autonomous | |||
Sources of documentation, readings and work | 82.5 | 3.3 | 7, 9, 14 |
Continuous evaluation:
The system that will be followed in the subject is the following:
- Performance of group work (50%) in the final grade
- seminars assistence (10%) in the final grade
- Test type test (40%) in the final grade
Attendance at the seminars is compulsory (minimum 80% attendance), and its implementation and assistance are not recoverable.
To pass the subject must pass both the work and the exam, without it is not average.
The student who wishes to improve the grade of the first examination session must prepare a specific bibliography (to consult with the teaching team). The final grade would be the last one obtained, regardless of whether it was lower than the first.
Recovery
Students will be entitled to the revaluation of the subject. They should present a minimum of activities that equals two-thirds of the total grading.
In the case of failt group work or any of the seminars, the student must rectify those incorrect points and present it duly improved. In this case, the maximum grade to be obtained in the recovery would be approved (5 or 6).
If the student failt the exam he / she will be able to present himself / herself to the reevaluation, being able to obtain a maximum grade of approved (5 or 6).
Single evaluation
Students who take advantage of the single assessment system must pass 3 assessment activities:
On the day of the face-to-face theoretical exam, all the evaluation materials will be delivered, being theonly delivery date. To pass the subject, all the indicated evaluation activities must be passed. Those who do not pass the subject in this single evaluation have the option of going for a re-evaluation (in this case only the exam will be recoverable)
Plagiarism
In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Exam | 40% | 2 | 0.08 | 6, 7, 9, 10, 12, 14, 15, 27, 26, 24, 25, 21, 22, 20 |
Seminars Assistence | 10% | 3.5 | 0.14 | 6, 7, 9, 10, 12, 14, 15, 21, 22, 20 |
Work | 50% | 2 | 0.08 | 5, 2, 1, 3, 23, 8, 9, 10, 14, 13, 11, 15, 29, 16, 17, 18, 19, 26, 25, 20, 4, 28 |
COMPULSORY BIBLIOGRAPHY
Students can consult the changes in the compulsory bibliography in the virtual campus at the beginning of the teaching period.
OPTIONAL BIBLIOGRAPHY
- Arnold, D. Cómo gestionar una marca. Ed. Parramón.
- Crainer, S. El verdadero poder de las marcas. Eresma & Celeste Ediciones.
- García Uceda, M. Las claves de la publicidad. Ed. ESIC.
- González Lobo, M.A. Curso de Publicidad. Eresma & Celeste Ediciones.
- Lane Keller, Kevin. Administración Estratégicade Marca. Branding. Ed. Pearson.
- Ortega, E. La comunicación publicitaria. Ed. Pirámide
- Rodriguez del Bosque, I. Dirección Publicitaria. Editorial UOC
The subject doesn´t need a specific program