Degree | Type | Year |
---|---|---|
4314947 Strategic Planning in Advertising and Public Relations | OB | 0 |
You can view this information at the end of this document.
There are no prerequisites.
The objectives of the module are:
- To know the figure of the planner: functions, capabilities and skills in the current communicative context.
- To acquire basic knowledge and skills in strategic planning.
- To value the importance of strategy as a previous step in any brand building and communication process.
- To allow students to broaden and deepen their knowledge in the field of strategy in order to face their professional activity with greater success.
- To design communication plans.
- Contextualize strategic planning within the current communication environment and within the framework of corporate communication.
Corporate communication and intangible values.
2. The current communication context: the planner's framework of action.
3. The figure of the planner within a communication agency: the effective construction of the brand strategy.
4. Brand strategy. Point of view and Purpose of the brand.
5. Brand strategies and architectures. Premiumnization versus white label.
6. Positioning.
7. Communication target: segmentation and profile definition.
8. Emotional motivations and insights. The key to communication effectiveness.
9. The seed of a good strategy: from the opportunity faced by a brand to the communication objective.
10. From the problem to the measurement of results: the phases of the communication process.
11. From the communication concept to the big idea and execution.
12. Evolution of strategic planning: identifying the essential contact points to successfully activate a creative big idea.
13. The creative keys. Ingredients of a good idea or concept.
14. How to evaluate a creative proposal, idea and execution.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Case method | 37 | 1.48 | 1, 2, 12, 11, 4, 3, 10, 6 |
Master classes | 31 | 1.24 | 2, 12, 11, 4, 3, 10, 6, 8 |
Type: Supervised | |||
Follow-up tutorials for the final project | 10 | 0.4 | 2, 12, 4, 3, 10, 8 |
Type: Autonomous | |||
Final module assignment | 110 | 4.4 | 2, 12, 4, 3, 10, 8 |
preparation of cases, reading of articles | 17 | 0.68 | 2, 4, 3 |
The approach to learning and teaching is interactive and will involve lectures, case analyses, a group project, and presentations, as well as preparation before class and reflection during and after class.
The major concepts discussed will be illustrated with real-world examples and/or cases with the objective to learn fundamental concepts related to the planner and the strategic planning.
This module consists 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.
Lectures will be combined with sessions based on the case method where the preparation of a case linked to each topic will be carried out, its resolution and the related theoretical aspects will be addressed through an exposition of the teaching staff and the reading of articles.
The topics are organized sequentially from the more generic topics (which act as a context) to the more specific ones. However, this organization may be altered due to unforeseen events that may require a change in the schedule.
The best learning experiences occur when students participate actively. Students must be prepared to discuss all assigned readings and cases.
Note: The content of the course will be sensitive to aspects related to the gender perspective.
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 |
---|---|---|---|---|
Case studies | 25 | 5 | 0.2 | 2 |
Final project | 50 | 10 | 0.4 | 1, 2, 9, 12, 7, 11, 4, 3, 10, 6, 5, 8 |
Module participation and follow-up | 10 | 2 | 0.08 | 2, 12, 4, 3, 10 |
Oral presentation | 15 | 3 | 0.12 | 1, 2, 12, 4, 3, 10, 8 |
The evaluation of the module is carried out through the participation of the students in the following activities:
1- 50% a group project, in which a specific case will be developed from the knowledge and skills acquired throughout the sessions of the module.
2- 15% the oral presentation of the project.
3- 25% the practical cases that will be carried out in the sessions of professors Miquel Campmany and Anna Fajula.
4- 10% Participation and follow-up of the module: attendance and participation in the sessions.
The University is founded on honesty and integrity. So, any work submitted must be your own original work. Any use of generative artificial intelligence (AI),including ChatGPT, is prohibited and constitutes academic misconduct except the use as a tool in order to improve your project or presentation (e.g. image generation).
Any student suspected of submitting work that includes AI generated content may be asked for preliminary work or other materials to evidence the student’s original and unaided authorship. The student may also be asked to separately explain or support their work. AI identification methods may also be employed by the professors. After review, if it is determined by the instructor that submitted work likely contains AI generated content, the work may receive a zero and the student may be subject to further misconduct measures.
PLAGIARISM. VERY IMPORTANT:
The student performing any irregularity (copy, plagiarism, impersonation,...) will be graded with 0 for this assessment act. In the event of several or repeated irregularities, the final score of the subject will be 0
The subject does not require any specific software.
Name | Group | Language | Semester | Turn |
---|---|---|---|---|
(TEm) Theory (master) | 30 | Spanish | first semester | afternoon |