Degree | Type | Year |
---|---|---|
Advertising and Public Relations | OP | 4 |
You can view this information at the end of this document.
L'assignatura és la continuació natural de l'assignatura de Planificació de Mitjans del tercer curs de Publicitat.
The main objective of the course is to introduce the student into the strategic media planning world. To achieve this goal, the subject will focus on:
1.- Characteristics of the different mass media in order to carry out a correct media selection in a media strategy.
2.- Creativity related to media research & formats.
3.- Research skills related to media briefings.
4.- The importance of the target understanding.
5.- Being able to create a correct media strategy (strategic decision), based on certain objectives.
6.- Public presentations practice.
1.- Qualitative and quantitative characteristics of the advertising media: Press, Magazines, Radio, Cinema, Exterior, Internet, Television
2.- Media Strategy Development: Briefing, Situation Analysis, Media Strategy, Media Selection, Tactics, Media Selection, Negotiation, Evaluation, Post Campaign Monitoring and Analysis
3.- Case Studies: Examples of Media Strategies
4.- Media Negotiation Techniques
5.- Tactical Planning
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Practices and Seminars | 37.5 | 1.5 | |
Theoretical Classes | 15 | 0.6 | |
Type: Supervised | |||
Tutorial Classes | 7.5 | 0.3 | |
Type: Autonomous | |||
Practice | 82.5 | 3.3 |
Classes will be a mix of theory and practice. Each session will begin with the debate or analysis of some lectures, that will complement the theory. The sessions will be oriented to the development of a media pitch. 4 or 5 group practices will be necessary before the presentation of the final practice.
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 sta will inform students of any modifications to the course schedule and teaching methodologies.
Annotation: 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 |
---|---|---|---|---|
Final Project | 40% | 2.25 | 0.09 | CM25, SM23 |
Practice | 50% | 4.75 | 0.19 | CM25, SM23 |
Seminars | 10% | 0.5 | 0.02 | CM25, SM23 |
CONTINUOUS ASSESSMENT
The evaluation of the course will be based on the evaluation of the practicals and class attendance and participation (50%), seminars (readings, 10%) and the presentation of a final paper that will count for 40% of the final grade. All activities must be passed in order to qualify for the final assessment of the course. Attendance at the tutorials to monitor the final project and the presentation of the final project is compulsory.
RE-ASSESSMENT OF THE CONTINUOUS EVALUATION
The last three weeks of the course will be dedicated to re-evaluation activities. Students will have the right to retake the course if they have been assessed on all the activities, the weight of which is equivalent to a minimum *of 2/3 of the total grade of the course.
In order to be able to take the subject again, an average mark of 3.5 must have been obtained. Both the practicals and the seminar may be recoverable. The final paper is excluded from the re-assesment process because it is a progressive development activity with ongoing monitoring
SINGLE ASSESSMENT
The single assessment system of the course is based on the following percentages:
A) 40% Theoretical test. It will have to be passed (5 or more) to pass the course (essential condition).
B) 30% Resolution of 3 case studies/practicals.
C) 30% Submission of a final paper: *media strategy, including target analysis, competition analysis, strategy approach, media strategy, budget distribution, action scheduling, etc.
A (40%) + B (30%) + C (30%) = 100% FINAL QUALIFICATION OF THE COURSE
RE-EVALUATION EVALUATION *SINGLE
Students will have the right to retake the course if they have been assessed on all the activities, the weight of which is equivalent to a minimum *of 2/3 of the total grade of the course.
In order to be able to take the subject again, an average mark of 3.5 must have been obtained. Both the theoretical test and the resolution of the practical cases may be recoverable. The final paper is excluded from the re-assesment process because it is a progressive development activity with ongoing monitoring.
NOT ASSESSABLE
Students who have not completed at least 33% of the assessment activities scheduled in the course will be considered as "not assessable" and this will be reflected in their final grade.
PLAGIARISM
In case of any irregularity by the student that may lead to a significant variation in the grade of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that may be instituted. In the event of several irregularities in the assessment acts of the same subject, the final grade for this subject will be 0.
ARTIFICIAL INTELIGENCE (AI)
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, or more serious sanctions in severe cases.
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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 |
---|---|---|---|---|
(PLAB) Practical laboratories | 51 | Catalan | first semester | afternoon |
(TE) Theory | 5 | Catalan | first semester | afternoon |