Advertising and Public Relations Today
Code: 103139 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| Advertising and Public Relations | OP | 4 |
Contact
- Name:
- Santiago Jordán Ávila
- Email:
- santiago.jordan@uab.cat
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
Not requested
Objectives and Contextualisation
Understand and develop current trends in advertising and PR communication in the business world.
Understand and practice the latest brand communication planning tools.
Coolhunting
Learn about the agency of the future.
Explain new advertising and PR communication tools and their integration into the advertiser's marketing plan.
Develop work using the case study method.
Learning Outcomes
- CM12 (Competence) Incorporate the legislation in force in the field of advertising and public relations to ensure professional activity is socially responsible.
- KM14 (Knowledge) Indicate the main cultural trends and artistic and literary traditions that have an impact on persuasive communication.
- KM16 (Knowledge) Describe the organisation of the corporate world, including the main advertising and public relations groups.
- SM12 (Skill) Analyse advertising campaigns and public relations actions based on the theories and concepts of the discipline.
Content
Generation of knowledge in current advertising and RPP and application of the same highlighting among other approaches to:
1.Marketing 2.0
2.arketing 3.0 i 4.0
3.Strategic planning: Account Planner
4.Blue Oceans versus Red Oceans
5.T- Plan applied
6.The agency of the future
7.Trends in communication offices and public relations
8.New areas in Public Relations
The course content will be sensitive to issues related to gender perspective and the use of inclusive language.
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Master classes, | 37.5 | 1.5 | |
| Seminars | 15 | 0.6 | |
| Type: Supervised | |||
| Tutorials and revision of exercises | 7.5 | 0.3 | |
| Type: Autonomous | |||
| Individual study, readings, exercises | 82.5 | 3.3 |
Classes with exposition of formative contents by part of the professor.
Practical classes with case resolution.
Student proactivity
Teamwork
Seminarians
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 eƯective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching staƯ 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.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Practices | 40 | 3 | 0.12 | CM12, KM14, KM16, SM12 |
| Test | 30% | 2 | 0.08 | CM12, KM14, KM16, SM12 |
| Work | 30 | 2.5 | 0.1 |
Continuous evaluation: it is made up of three items:
a) Exam/Test: 30%.
b) Practices 4:40%
c) Work: 30%
It is compulsory to attend the classroom for the exhibition of the treballs and unfolding cases, in order to pass the test of connections to approve the subject.
Single evaluation:
The single assessment test is made up of three items made up of:
a) Global work of the subject with a grade value of 50%.
b) Two classroom practices with a note value of 20, that is, 10% each.
c) A knowledge test with a grade value of 30%.
Recovery. All activities, both theory and practices (seminars and laboratories) are recoverable as long as the student has been assessed at a minimum of 2/3 parts of the total valued activities.
Not assessable
Students who have not completed at least 33% of the planned assessment activities in the course will be considered “not assessable,” and this will be reflected in the final grade.
Plagiarism
If a student commits any irregularity that may significantly affect the grade of an assessment activity, that activity will be graded with a 0, regardless of any disciplinary process that may be initiated. If multiple irregularities are detected across various assessment activities within the same course, the final grade for the course will be 0.
Use of AI
The use of Artificial Intelligence (AI) technologies is permitted in this course as part of the work development, provided that the final result reflects a significant contribution from the student in terms of analysis and personal reflection. Students must clearly identify which parts have been generated using such technologies, specify the tools used, and include a critical reflection on how these tools have influenced the process and the final outcome. Lack of transparency in the use of AI will be considered a breach of academic integrity and may result in a penalty in the activity’s grade, or more serious sanctions in severe cases.
Bibliography
Due to the characteristics of the subject, the main reading journals are attached
1. El Publicista
2. Campaign
3. Advertising Age
4. Anuncios
5. Agenda de la comunicación
6. Anuario de marketing
7.Control
8.Anuario de la creatividad española
9. IP
Software
The subject does not require any specific software.
Groups and Languages
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 | Catalan | first semester | afternoon |
| (TE) Theory | 5 | Catalan | first semester | afternoon |