Advertising and Public Relations Projects
Code: 104896 ECTS Credits: 12| Degree | Type | Year |
|---|---|---|
| 2501935 Advertising and Public Relations | OB | 3 |
Contact
- Name:
- Alejandro Martínez Moreno
- Email:
- alejandro.martinez@uab.cat
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
ERASMUS AND MOBILITY
This subject is annual, therefore ERASMUS AND MOBILITY STUDENTS cannot enroll.
Objectives and Contextualisation
- Learn and practice the different creative and ideation techniques in Advertising and Public Relations.
- Practice, through specific projects, learning by doing.
- Create, produce and carry out some creative pieces under the umbrella of a 360 project that allows applying both creative strategy and executional development, including some of the creative and ideation techniques for Advertising and Public Relations.
Learning Outcomes
- CM07 (Competence) Assess the appropriateness of advertising campaigns and public relations actions in terms of their social impact.
- CM08 (Competence) Execute 360 projects that incorporate creative strategies, advertising pieces and public relations actions.
- CM09 (Competence) Design advertising campaigns and public relations actions that are sensitive to the latest social trends and technological advances.
- KM08 (Knowledge) Identify the creative techniques applicable to the development of advertising and public relations projects.
- KM09 (Knowledge) Recognise the expressive and narrative resources involved in the development of advertising and public relations projects.
- SM08 (Skill) Create advertising material and public relations actions both for specific media and for multi-touchpoint projects.
Content
- Conceptual and strategic bases of creativity in commercial communication.
- Advertising techniques, applied to specific projects.
- Production of various pieces and advertising actions, from specific pieces for specific media to a multitouchpoint project.
- Execution of a 360 project in which creative strategies, pieces and 360 actions of Advertising and PR operate jointly.
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Theoretical classes and practical projects | 105 | 4.2 | CM07, CM08, CM09, KM08, KM09, CM07 |
| Type: Supervised | |||
| Tutoring | 15 | 0.6 | CM08, CM09, KM08, KM09, SM08, CM08 |
| Type: Autonomous | |||
| Reading, analysis and synthesis of texts, preparation and execution of works | 165 | 6.6 | CM07, CM08, CM09, KM08, KM09, SM08, CM07 |
- Learn by doing. The intention is to apply the knowledge in specific creative projects, under a practical and continuous creative direction by the teachers.
- At the same time that the student knows the different creative techniques of Advertising and Public Relations will create, by groups, from the creative strategy to the creative executions of different projects based on real briefs. And they will present them orally and in writing for approval.
-Each group must follow the published publications (national and international) on a weekly basis. And each week, two groups will present their “Ad of the Week” proposal.
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.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| First Evaluation | 33,33 | 5 | 0.2 | CM07, CM09, KM08, KM09, SM08 |
| Second Evaluation | 33,33 | 5 | 0.2 | CM07, CM09, KM08, KM09, SM08 |
| Third Evaluation | 33,33 | 5 | 0.2 | CM07, CM08, CM09, KM08, KM09, SM08 |
This subject continues evaluation and does not foresee single evaluation
The grade is the average between the partial grades of the different projects:
33,33%.-First evaluation- (DRAC Project+ Christmas Project)
33,33%.-Second evaluation- (4 briefs Project)
33,33%.-Third evaluación- (360º Project + "Ad of the year")
You must have delivered all the weekly installments of the "Announcement of the Week" in order to access the average of the Projects.
Recovery
Students will be entitled to the recovery of the subject if they have been assessed for the set of activities whose weight is equivalent to a minimum of 2/3 of the total grade of the subject.
Recovery activity: A multitouchpoint campaign project that will allow the student to recover 100% of the subject.
The proposed teaching methodology and assessment may be subject to change depending on the attendance restrictions imposed by the health authorities.
The student who commits any irregularity (copying, plagiarism, impersonation, ...) will be graded with 0 this evaluation act. In case of several irregularities, the final grade of the subject will be 0.
Bibliography
BASIC BIBLIOGRAPHY
Advertising
Pricken, M. (2004) Publicidad creativa. Ideas y técnicas de las mejores campañas internacionales. GG, BCN
Mahon Nik (2012), Ideación. Cómo generar grandes ideas publicitarias. Gustavo Gili. Barcelona.
Veksner, Simon (2009) Ser un buen creativo publicitario. Blume, Barcelona
Asociación Española de Anunciantes (2003). Publicidad que funciona. El libro de los casos. AEA y ESIC
-Arden, Paul (2003). "It's not how good you are, it's how good you want to be". Phaidon
-Bullmore, Jeremy. "More Bullmore, behind the scenes in advertising".
-French, Neil. "Sorry for the lobsters". Neil French Singapore
-Harari, Noah Yuval "Sapiens". Debate
-Roam, Dan (2014). "Show & tell. How everybody can make extraordinary presentations". Portfolio
-Roberts, Kevin (2005). "Lovemarks". Empresa Activa
PR
Palencia-Lefler, Manuel (2011) 90 Técnicas de Comunicación y Relaciones Públicas. Profit Ed. Barcelona.
Xifra J. Lalueza (2009) Casos de Relaciones Públicas y Comunicación Corporativa, Prentice-Hall
Grunig, J. Hunt, T (2000) Dirección de Relaciones Públicas. Gestión 2000, Barcelona.
Wilcox, DL.; Autt, P.; Agee, W.; Cameron G.; (2001) RRPP. Estrategias y Tácticas. Addisson W. Madrid.
ADECEC (2003).40 éxitos en comunicación. Pearson Educación, Prentice Hall. Madrid.
Webography:
Professional magazines
Anuncios: www.anuncios.com
ElPeriódico de la publicidad: www.periodicopublicidad.com
El Publicista: www.elpublicista.com
IP-Mark: www.ipmark.com
ControlPublicidad: www.controlpublicidad.com
Marketing directo.com: www.marketingdirecto.com
Puromarketing: www.puromarketing.com
Yorokobu: www.yorokobu.es
Advertising Age
Campaign
AdLatina
LatinSpots
Reason Why
Lüzer's Archive
-Adsoftheworld.com
TheStable.com.au: https://www.thestable.com.au/
Software
This subject does not require any specific software.
Language list
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (PLAB) Practical laboratories | 51 | Catalan | annual | afternoon |
| (PLAB) Practical laboratories | 52 | Catalan | annual | afternoon |
| (PLAB) Practical laboratories | 53 | Catalan | annual | afternoon |
| (TE) Theory | 5 | Catalan | annual | afternoon |