Degree | Type | Year |
---|---|---|
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
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 eective course monitoring.
Should the teaching modality change for reasons of force majeure according to the
competent authorities, the teaching sta will inform students of any modifications to the
course schedule and teaching methodologies.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Seminars | 15 | 0.6 | |
Theory sessions | 37.5 | 1.5 | |
Type: Supervised | |||
Tutorials | 7.5 | 0.3 | |
Type: Autonomous | |||
Sources of documentation, readings and work | 82.5 | 3.3 |
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.
Note: The course content will be sensitive to issues related to gender perspective and the use of inclusive language.
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 | |
Seminars Assistence | 10% | 3.5 | 0.14 | CM11, KM16, SM13 |
Work | 50% | 2 | 0.08 |
The final grade would be the last one obtained, regardless of whether it was lower than the first.
Non-assessable
Students who have not completed at least 33% of the assessment activities provided in any of the course's assessment systems will be considered "non-assessable" and will be marked as such in their final grade.
Plagiarism
In this course, the use of Artificial Intelligence (AI) technologies is permitted as an integral
part of assignment development, provided that the final outcome demonstrates a
significant contribution from the student in terms of analysis and personal reflection.
Students must clearly identify any content generated using AI, specify the tools employed,
and include a critical reflection on how these technologies have influenced both the
process and the final result of the assignment. Failure to disclose the use of AI in this
assessed activity will be considered a breach of academic integrity and may result in a
partial or total penalty to the assignment grade, ormore serious sanctions in severe cases.
BIBLIOGRAPHY
Reading dossiers will be provided at the beginning of the course. These are required reading and exam material.
The subject doesn´t need a specific program
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 |
(SEM) Seminars | 53 | Spanish | second semester | afternoon |
(TE) Theory | 5 | Spanish | second semester | afternoon |