Degree | Type | Year |
---|---|---|
2501935 Advertising and Public Relations | OB | 2 |
You can view this information at the end of this document.
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
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Seminars | 15 | 0.6 | CM11, KM16, SM13 |
Theory sessions | 37.5 | 1.5 | CM11, KM16, SM13 |
Type: Supervised | |||
Tutorials | 7.5 | 0.3 | CM11, KM16, SM13 |
Type: Autonomous | |||
Sources of documentation, readings and work | 82.5 | 3.3 | CM11, KM16, SM13 |
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 | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Exam | 40% | 2 | 0.08 | CM11, KM16, SM13 |
Seminars Assistence | 10% | 3.5 | 0.14 | CM11, KM16, SM13 |
Work | 50% | 2 | 0.08 | CM11, KM16, SM13 |
The final grade would be the last one obtained, regardless of whether it was lower than the first.
Recovery of continuous assessmentCOMPULSORY 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
Name | Group | Language | Semester | Turn |
---|---|---|---|---|
(SEM) Seminars | 51 | Spanish | second semester | afternoon |
(SEM) Seminars | 52 | Spanish | second semester | afternoon |
(SEM) Seminars | 53 | Spanish | second semester | afternoon |
(TE) Theory | 5 | Spanish | second semester | afternoon |