1.- Identifying the features of the elements of communication and applying them to the sphere of advertising.

2.- Identifying the features of a brand and analysing specific cases.

3.- Being familiar with the phases and strategies of an advertising campaign, identifying the elements that intervene in the process and how each of them is involved.

4.- Knowing what corporate identity and image consist of and identifying the communication techniques used to generate them, in particular public relations tools

5.- Working in a team and taking shared decisions

Theoretical content



I- COMMUNICATION AS A MANAGEMENT STRATEGY: INTRODUCTION TO A DEFINITION OF THE CONCEPTS OF COMMERCIAL, CORPORATE, INSTITUTIONAL AND POLITICAL COMMUNICATION.

1. Communication, Information and public opinion

2. Communication Management

3. Internal and external communication



II- COMMERCIAL COMMUNICATION

1. Introduction to commercial communication

2. Advertising System

3. Advertising Planning

4. The brand

5. Media planning



III- CORPORATE COMMUNICATION: CORPORATE IDENTITY, CULTURE AND BEHAVIOUR

1. Business culture

2. Corporate reputation

3. Corporate social responsibility



IV- INSTITUTIONAL AND POLITICAL COMMUNICATION.

1. Communication by government

2. Lobbying

3. Electoral communication

4. Communication by social organisations



V- COMMUNICATION TECHNIQUES: advertising, PR, sponsorship, patronage, communication by action, event organisation, communication of promotion, propaganda, etc.



Practical content

1. Perception of brand image. The importance of the brand as a communication concept

2. Preparation of the global communication campaign. Analysis, creativity and dissemination

3. Analysis of a communication case study. Approach, execution, qualitative conclusions

Practices appropriate to the theoretical content described above will be proposed and implemented, adapted and divided into the three blocks shown in the practical content.

a) System of continuous assessment



To pass the subject course at the ordinary session students must pass the practical part, consisting of practical exercises done during the course, and the theoretical part, through a multiple choice test which will take place on the dates and conditions determined by the Faculty. The existence of this text makes assessment of the subject course mixed. Failure to pass either of these two parts means failing the subject course.



b) System of final assessment

If the student, into the conditions established by the University of the Basque Country, resigns the continuous assessment, (s)he could be evaluated through a final exam which will take place on the dates and conditions determined by the Faculty. This last test will comprehend the 100% of the mark, and could include either theoretical aspects or the resolution of practical affairs.



In case of withdrawal:

- If the student has opted for the continuous assessment, (s)he would have to resign within nine weeks since the beginning of lecturing period of the subject, and (s)he would have to present her/his withdrawal in writing to the teacher in charge of the subject.

- If (s)he takes the final exam, to resign the call, it is enough not to show up for the test the date determined by the Faculty, and her/his qualification will be known as “non presented”.



(For more information, official guide to evaluation in UPV/EHU:

https://www.ehu.eus/eu/web/estudiosdegrado-gradukoikasketak/ebaluaziorako-arautegia

https://www.ehu.eus/es/web/estudiosdegrado-gradukoikasketak/ebaluaziorako-arautegia)

The eGela platform and materials indicated for each case.

Basic bibliography

ACED, C. (2013). Relaciones Públicas 2.0. Cómo gestionar la comunicación corporativa en el entorno digital. Barcelona: UOC.

CERVERA, A. L. (2004). Comunicación total. Madrid: ESIC

GARCIA, M. (2010). Las claves de la publicidad. Madrid: ESIC

RIES, A., RIES L. & DEL RÍO, R. G. (2005). La caída de la publicidad y el auge de las relaciones públicas. Barcelona: Urano

ROJAS, O. (2008). Relaciones públicas la eficacia de la influencia. Madrid: ESIC

In-depth bibliography

ADC-DIRCOM (2000). El estado de la comunicación en España. Madrid: ADC-Dircom
ARCEO, J. L. (ed.) (2004). Las Relaciones Públicas en España. Madrid: McGraw Hill
BARQUERO, J. (1999). Manual de Relaciones Públicas empresariales e institucionales. Barcelona: Gestion 2000
BASSAT, L. (2001). El libro rojo de la publicidad. Barcelona: Plaza & Janes
BEL, J. I. (coord.) (2004). Comunicar para crear valor. Pamplona: EUNSA
BOORMAN, N. (2008). No Marcas. Madrid: Temas de Hoy
COSTA, J. (2001). Imagen corporativa en el siglo XXI. Buenos Aires: La Crujía
COSTA, J. (2004). Dircom on-line. El master de Dirección de comunicación a distancia. La Paz: Editorial Design
DEL PINO, C., CASTELLO, A. & RAMOS-SOLER, I. (2013). La comunicación en cambio constante. Madrid: Fragua
DUNAY, P. & KRUEGER, R. (2010). Facebook Marketing for Dummies. New Jersey: Wiley Publishing
KLEIN, N. (2001). No logo. El poder de las marcas. Barcelona: Paidós
KREPS, G. L. (1995). La comunicación en las organizaciones. Madrid: Addison-Wesley Iberoamericana.
LOSADA DÍAZ, J.C. (coord.) (2004). Gestión de la comunicación en las organizaciones. Barcelona: Ariel.
SOTELO, C. (2001). Introducción a la comunicación institucional. Barcelona: Ariel

Journals

Advertising Age.
Anuario de la Publicidad Nielsen/Repress.
Anuncios. Suplemento mensual de la revista Anuncios.
Campaña. Anuario de Campaña.
El Publicista.
European Journal of Advertising
International Journal of Advertising.
IPMARK. Información de Publicidad y Marketing
Journal of Advertising
Journal of Advertising Research
Journal of Current Issues and Research in Advertising
Journal of Media Planning
Journal of Promotion Management
Journal of Broadcasting and Electronic Media