This is a subject course common to the bachelor's degrees in Advertising and Public Relations,

Journalism and Audiovisual Communication. The subject course is to be followed in the first four-month

period of the first year of the degree programme, and provides students with their first contact with

many concepts related to communication applied to the advertising, business and institutional spheres.

Subsequent specific subject courses, depending on the degree and specialisation, will go into further

depth on these concepts.

Every business, organization or institution values its image and its social responsibility as a brand.

Press offices and internal communication departments are today more necessary than ever in

businesses and institutions. Internal and external communication tasks are increasingly necessary and

must be performed by professionals.

The course aims to introduce and familiarise students with the concepts of analysis and planning of

advertising communication and public relations, as well as the techniques and strategies used to

manage relations with the media.

It is a question of opening up new horizons for future graduates wishing to work in effective internal

and external information management in institutions, businesses and organisations of all kinds.

In the case of the degree in Advertising and Public Relations the vast majority of the concepts

introduced in this subject course are studied in depth in subsequent subject courses; in the case of the

degree in Journalism, further work is also done in the specialist area of the Communication Manager.

In any case, “Communication and advertising: persuasive strategies”, in the second four-month period

and also common to all three degrees, forms a natural complement to this subject course.

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.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Realization of Practical Work (exercises, cases or problems) (%): 50
  • Questionnaire with multiple-choice questions and / or open-ended questions (%): 50

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.

EXTRAORDINARY CALL

The test to be carried out in the extraordinary call 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.

They can also resign the 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

Web addresses

https://adage.com
http://www.campaignlive.co.uk/
https://www.adsoftheworld.com
https://www.luerzersarchive.com
https://www.oneclub.org
https://www.oneshow.org
https://www.dandad.org
https://www.asa.org.uk
https://www.ftc.gov/tips-advice/business-center/advertising-and-marketing
https://www.creativereview.co.uk
https://www.shots.net
https://www.adceurope.org

http://www.aimc.es
http://www.autocontrol.es
http://www.anunciantes.com
http://www.apcp.es
http://www.adecec.com
http://www.canneslions.com
http://www.dircom.org
http://www.elsolfestival.com
http://www.infoadex.es
http://www.marketingdirecto.com
http://www.ojd.es