Accounts Management
Code: 103162 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| Advertising and Public Relations | OB | 3 |
Contact
- Name:
- Maria Montserrat Lavilla Raso
- Email:
- montse.lavilla@uab.cat
Teachers
- Leila Mohammadi
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
None
Objectives and Contextualisation
-
Understand the role of the account director
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Bring the agency sector closer to students
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Learn to develop strategic planning exercises: insights, benchmarking, brand awareness, brand positioning
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Create communication strategies and plans
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Develop new strategies in below-the-line and Internet marketing
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Acquire tools for presentations. Learn how to sell and present
Learning Outcomes
- CM22 (Competence) Plan an advertising strategy while taking stakeholders and social impact into account.
- CM24 (Competence) Design advertising campaign strategies while avoiding any gender bias.
- KM27 (Knowledge) Recognise the value of brands and audiences as strategic linchpins in the relationship between advertisers and consumers.
- SM20 (Skill) Determine the communication objectives for the design of the most appropriate advertising strategies while considering the needs of brands and audiences.
- SM21 (Skill) Determine the roles and responsibilities of account executive staff in the agency-advertiser relationship.
Content
-
Unit 1. Benchmarking for the development of the communication plan
Unit 2. Target audience: Segmentation, definition of the Buyer Persona, and Customer Journey
Unit 3. Brand: Brand purpose, values, and personality. Brand ideation
Unit 4. Case method: Various cases with communication challenges to solve
Unit 5. Strategy and objective definition. Strategic planning concept for campaign development
Unit 6. Digital marketing: Types of digital campaigns and their application to communication strategies
Unit 7. New business: Agency credentials presentation. Agency pitch processes
Note: 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 | |||
| Theoretical and practical classes and seminars | 52.5 | 2.1 | |
| Type: Supervised | |||
| Tutorships | 7.5 | 0.3 | |
| Type: Autonomous | |||
| Reading, analysis and synthesis of texts, preparation and execution of works | 82.5 | 3.3 |
• Theoretical sessions + practical sessions
• Classroom 1 (theory and practice) and classroom 2 (practice)
• Case method
• Professional presentations sector
• Individual practices + group practice
• Presentations
The detailed schedule with the content of the different sessions will be presented on the first day of the course and will be available on the Virtual Campus of the subject, where students will find the various teaching materials and all the necessary information for proper course follow-up. In the event of a change in the teaching modality due to force majeure, as determined by the competent authorities, the teaching staff 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 |
|---|---|---|---|---|
| Benchmark | 30 | 2.5 | 0.1 | CM22, CM24, KM27, SM20 |
| Communication plan | 30 | 2.5 | 0.1 | CM22, CM24, KM27, SM20 |
| Practice | 40 | 2.5 | 0.1 | CM22, CM24, KM27, SM20, SM21 |
This subject follows continuous assessment or single assessment
Continuous assessment
The activities of the continuous assessment are: 30% communication plan - 30% benchmark - 40% wxercises and practices
In order to average and approve the subject, both benchmark and communication plan must be approved.
Final grade: To make the average and pass the course it is necessary that both the benchmark and the communication plan are approved.
- Compulsory attendance 80% of the classes.
- Mandatory submission of ALL assignments.
- Very strict timings; assignments more than one week late will not be accepted. Work delivered after the deadline will have a penalty of -1 point to be subtracted from the final grade.
Single assessment
Single assessment: 40% exam- 50% communication plan - 10% Practical exercice
Recovery continuous assessment:
Students will be entitled to the revaluation of the subject. They should present a minimum of activities that equals two-thirds of the total grading.
- The recoverable evaluation activities are: the communication plan and the benchmark.
Recovery single assessment:
The recoverable activities of the single assessment are: the exam and the communication plan.
Practical sessions are excluded from the resit process, as they involve production and presentation processes that cannot be replicated within the period established for resits.
Not assessable
Students who have not completed at least 33% of the assessment activities scheduled in the course will be considered “not assessable”, and this will be reflected in their final grade.
Second enrollment
- Students who re-enroll in the course (repeaters) must take a synthesis test that will be communicated at the beginning of the course.
Plagiarism
In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
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 clearlyidentify 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.
Bibliography
- Cooper, Alan (editor, 2009) Planning: cómo hacer el planeamiento estratégico de las comunicaciones, Ediciones Paraninfo, Madrid.
- Fernández-Gómez, Jorge David (2014) Mecanismos estratégicos en publicidad: de la USP a las Lovemarks, Advook, Sevilla.
- Keller, Kevin Lane (2013) Strategic Brand Management, Pearson.
- Kotler, Philip (2018). Marketing 4.0. Editorial Lid.
- Lannon, Judie y Baskin, Merry (editoras) (2008): A Master Class in Brand Planning. The Timeles Work of Stephen King, JohnWiley & Sons, West Sussex, England.
- Sánchez-Blanco, Cristina (2011): Planificación estratégica. Editorial Universitas. Madrid.
- Santesmases, M (2011). Marketing, conceptos y estrategias. Grupo Anaya Lectura.
- Soler, P (2008). El director de cuentas. Gestión de cuentas en marketing y publicidad. Barcelona: UAB. Servei de Publicacions
- Steel, Jon (2012): Verdades, Mentiras y Publicidad. El arte de la planificación de cuentas. Editorial Fragua, Madrid
Software
The course 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 |
|---|---|---|---|---|
| (PLAB) Practical laboratories | 51 | Catalan | first semester | afternoon |
| (PLAB) Practical laboratories | 52 | Catalan | first semester | afternoon |
| (TE) Theory | 5 | Catalan | first semester | afternoon |