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

These learning outcomes develop the following generic competences common to the three degrees in

which the subject is taught: understand communication theories and apply them to practice, analyze

and critically evaluate communication facts and projects, plan and manage communication projects,

and apply creative approaches to solving communication problems.

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----------------------------------------------------------------------------------



Practices appropriate to the theoretical content described above will be proposed and developed.

The course combines various teaching-learning methods for the development of the competences

afore mentioned. Thus, together with the masterly exposition of theories, models and fundamental

concepts of advertising, business and institutional communication, the active participation of

students in debates and expositions about them will be encouraged.



In the practical sessions, exercises will be carried out, both individually and in groups, and, where

appropriate and the teacher decides, also oral presentations.

ORDINARY CALL

CONTINUOUS ASSESSMENT:



In this subject, the continuous assessment system takes precedence, for the students who attend the

theoretical classes and present the practical work in the manner and within the deadlines foreseen

throughout the academic year. The evaluation will be carried out as follows:



1. Theoretical part: written exam (50%).

2. Practical part: various tasks during the course (50%).



Each teacher will specify in the student guide the materials, means and resources, technological or

otherwise, whose use is allowed in the development of the corresponding assessment tests.

Attendance at sessions with the teacher is mandatory. In order to develop this continuous assessment,

all students must participate in at least 80% of the practices proposed by the teacher, which will be

an essential requirement to access the theoretical test.



Failure of the theory test will be equivalent to the student failing the whole subject.

To determine the last grade, it is essential to have passed both the theoretical and practical parts.

WAIVER OF CONTINUOUS EVALUATION:

As contemplated by the regulations governing student assessment, the student may waive continuous

assessment and request the assessment through a final test. To do this, you must communicate it in

writing to the responsible teacher within the first nine weeks of teaching.



FINAL TEST:

The final test evaluation system will consist of a theoretical part (50%) and a practical part (50%).

Failing the theoretical test will be equivalent to the student failing the whole course.

Each teacher will specify in the student guide the materials, means and resources, technological or

otherwise, whose use is allowed in the development of the corresponding assessment tests.



WAIVER OF THE ORDINARY CALL:

The student may waive the ordinary evaluation call. To do this, if the student has opted for the

continuous assessment, (s)he would have to resign until a period of, at least, one month earlier the

end 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. The qualification will be Not presented.

In the case of having requested the evaluation through a final test, to waive the ordinary evaluation

call, it is enough not to show up for the test the date determined by the Faculty. The qualification

will be Not Presented.

All material that the teacher has on the eGela platform for interaction with students of the course
will be compulsory.

Basic bibliography

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



CERVERA FANTONI, Á. L. (2004). Comunicación total. Madrid, ESIC.

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

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

ROJAS ORDUÑA, 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 CABRERO, J. (1999). Manual de Relaciones Públicas empresariales e institucionales. Barcelona: Gestión 2000.
BARRY, P. (2008). The Advertising Concept Book: A Complete Guide to Creative Ideas, Strategies and Campaigns. London: Thames & Hudson.
BASSAT, L. (2001). El libro rojo de la publicidad. Barcelona: Plaza&Janés.
BEL MALLÉN, 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 Ediciones.
COSTA, J. (2004). Dircom on-line. El master de Dirección de comunicación a distancia. La Paz: Editorial Design.
Del PINO, C. A.CASTELLÓ e I. RAMOS-SOLER (2013). La comunicación en cambio constante. Madrid: Fragua.
DUNAY, P., KRUEGER, R. (2010). Facebook Marketing for Dummies. NJ: 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 ENRÍQUEZ, Carlos (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