Degree | Type | Year |
---|---|---|
Advertising and Public Relations | OB | 2 |
You can view this information at the end of this document.
No prior requirements are necessary.
To explore the discipline from its theoretical foundations, conceptualisation and historical origins.
To understand the professional dimension of public relations practice.
To become familiar with the different areas of specialisation within the field of public relations.
To acquire knowledge of the basic tools used in public relations.
To understand the principles and ethics that underpin professional practice within organisational contexts.
Unit 1: Public Relations: Origins, Foundations, and Conceptualisation
Unit 2: Key Concepts and Fundamental Elements of Public Relations
Unit 3: The Profession and its Development within Organisations
Unit 4: Areas of Specialisation in Public Relations
Unit 7: Principles and Ethics of the Public Relations Professional
Note: The course content will be sensitive to issues related to gender perspective and the use of inclusive language.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Lectures and practical seminars | 52 | 2.08 | CM13, CM14, KM13, KM15, SM12, CM13 |
Type: Supervised | |||
Tutorials and presentation of assignments | 6 | 0.24 | CM13, CM14, KM15, SM12, CM13 |
Type: Autonomous | |||
Readings, preparation of practicals and tests, and completion of assignments | 84 | 3.36 | CM13, CM14, KM15, SM12, CM13 |
This course includes directed activities delivered via lectures and practical sessions, complemented by independent student work and supervised activities.
Directed activities: These comprise lectures and practical sessions.
Lectures: a thorough presentation of the theoretical content of the syllabus, with a focus on the key concepts of the subject. These sessions provide the theoretical foundation required for students to confidently undertake subsequent learning activities.
Practical sessions: the class will be divided into smaller groups for more personalised work with the seminar tutors. In these sessions, students will carry out group exercises directly related to the topics covered, employing methods such as case studies, communication problem-solving and the analysis and discussion of specialised articles.
Independent student work: Includes both group and individual activities outside the classroom.
Supervised activities: Includes group tutorials, oral presentations of assignments and assessment tests.
Students will find supplementary content for each thematic block on the Virtual Campus. These materials must be read and reviewed in advance, both to undertake the practical sessions and to prepare for the final theoretical assessment.
A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find all teaching materials and necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching staff will inform students of any modifications to the course schedule and teaching 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 |
---|---|---|---|---|
Final project | 30% | 3 | 0.12 | CM14, KM15 |
Practical activities | 30% | 3 | 0.12 | CM13, CM14, SM12 |
Written test | 40% | 2 | 0.08 | CM13, KM13, KM15 |
Continuous assessment
The subject evaluation system is based on the following percentages:
A) 40% Knowledge control: theoretical test. The theoretical test must be passed (5.0 or above) in order to pass the course (an indispensable condition).
B) 30% Completion and presentation of practical exercises. Practicals will be conducted in class and are compulsory. Failure to submit practical activities on time and in the correct format will result in a mark of 0.0. The overall mark for criterion B will be calculated as the average of all practical activity marks.
The single assessment system for the subject is based on the following percentages:
A) 40% Knowledge control: oral theoretical test. The theoretical test must be passed (5.0 or above) in order to pass the course (an indispensable condition).
B) 20% Resolution of four case studies and/or communication challenges.
C) 40% Completion of the final project: a study of the management and structure of the Public Relations function within an organisation, based on primary and secondary sources (interview with a Public Relations officer).
A(40%) + B (20%)+ C (40%) = 100% FINAL GRADE OF THE SUBJECT
Single assessment re-evaluation
a) According to regulations, in order to participate in the recovery process, students must have previously been evaluated at least 2/3 of the total valuable activities of the subject and must have achieved a weighted average mark of at least 3.5.
b) The theory can only be recovered if the student originally sat the theoretical exam and scored between 3.5 and 4.9. The resit will consist of a written theoretical knowledge examination.
c) The mark obtained for the resolution of case studies or communication challenges will contribute to the weighted average of the final grade. Only if this test is failed, and if the student so wishes, may they opt to resit it with a similar examination.
d) The final project (40%) is an evaluable activity that cannot be resat if failed. This is because it is practically impossible to produce another project of this nature within the time available in the resit period.
If a student commits any irregularity that may lead to a significant variation in the grade of an assessment activity, that activity will be graded 0, regardless of any disciplinary proceedings that may be initiated. If multiple irregularities occur in the assessment activities of the same course, the final grade for that course will be 0.
Artificial Intelligence (AI)
For this course, the use of Artificial Intelligence (AI) technologies is permitted exclusively for initial exploration of information or ideas and for grammatical correction of text. Teaching staff will indicate the permitted type of use for each practical or activity undertaken in the course. Students must clearly identify the parts generated by these technologies, specify the tools used, and include a critical reflection on howthey have influenced both the process and the final outcome of the activity. A lack of transparency regarding the use of AI in this evaluable activity will be considered academic dishonesty and may incur a partial or total mark penalty for the activity, or more severe sanctions in cases of serious breach.
Aced, Cristina (2018). Relaciones Públicas 2.0. Cómo gestionar la comunicación corporativa en el entorno digital . Editorial UOC.
Capriotti, Paul. (2021). DircomMAP. Dirección Estratégica de Comunicación. Bidireccional.net
Castillo, Antonio (2009) Relaciones Públicas: teoría e historia. Editorial UOC.
Costa, Joan (2009). El DirCom hoy. Barcelona: Costa PuntoCom.
DIRCOM (2024). Código Ético de DIRCOM. Disponible en: https://www.dircom.org/wp-content/uploads/2024/03/Codigo_Etico_Dircom_.pdf
Fernández, Manuel y Román, Yolanda (2007). Deontología de las Relaciones Públicas y la Comunicación: Análisis Comparativo de los Principales Códigos. En Rodríguez Patrón, Aida (Coord.) Tendencias Actuales en las Relaciones Públicas (pág. 121-135).
Grunig, James y Hunt, Todd (2003): Dirección de Relaciones Públicas. Barcelona: Gestión 2000.com.
Míguez, M. (2010). Los Públicos en las Relaciones Públicas. Barcelona: Editorial UOC
Noguero, A. (1990). Relaciones Públicas e Industria de la Persuasión. ESRP-PPU.
Oliveira, Andrea; Capriotti, Paul y Zeler, Ileana (2019). Investigación de los públicos en los modelos de planificación estratégica de comunicación, Sphera Publica, 2(19), 21-35.
Palencia-Lefler i Ors, Manuel (2011): 90 Técnicas de Comunicación y Relaciones Públicas. Madrid:Profit.
Wilcox, Dennis L., Cameron, Glen T. y Xifra, Jordi (2012). RelacionesPúblicas. Estrategias y Tácticas (10ma ed.). Mexico: Pearson
Xifra, Jordi (2003). Teoría y Estructura de las Relaciones Públicas. Madrid: McGraw-Hill.
Xifra, Jordi (2011): Manual de Relaciones Públicas e Institucionales. Madrid; Tecnos.
No specific software is used in this course.
Please note that this information is provisional until 30 November 2025. You can check it through this link. To consult the language you will need to enter the CODE of the subject.
Name | Group | Language | Semester | Turn |
---|---|---|---|---|
(SEM) Seminars | 51 | Spanish | second semester | afternoon |
(SEM) Seminars | 52 | Spanish | second semester | afternoon |
(TE) Theory | 5 | Spanish | second semester | afternoon |