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Advertising and Public Relations

Code: 101227
Credits: 6
2026/2027
Degree programme Type Course
Tourism OP 4

Contact lecturer

Name :
Xavier Carmaniu Mainadé
Email :
xavier.carmaniu@uab.cat

Teaching staff

Antonio Terrón Barroso

Group languages

You can consult this information at the end of the document.

Prerequisites

There are no prerequisites

Objectives

The elective course "Advertising and Public Relations", whose main objective is to introduce students in the general theory of advertising and public relations, the fundamental concepts of the two disciplines, professional practice slope and the specific application to the tourism and hospitality management sectors.

Learning outcomes

  1. Develop a capacity for independent learning.
  2. Use communication techniques at all levels.
  3. Take decisions in situations of uncertainty, taking into account potential consequences of these decisions in the short, medium and long term.
  4. Have a business vision, pinpoint the customer's needs and pre-empt possible changes in the environment.
  5. Display a customer service orientation.
  6. Identify the instruments related to the commercialisation and promotion of products, businesses and regions.
  7. Apply the concepts related to the commercial management of products, businesses and destinations in the different parts of the tourism sector.
  8. Use the country's native languages to communicate in the tourism business.
  9. Innovate in the commercialisation and promotion of the different sub-sectors of tourism organisations.

Contents

 



  1. Introduction: basic concepts of advertising and public relations in the tourism sector and related conceptual aspects (professions, industry and legal elements)

  2. Marketing communication objectives: the advertising campaign, the public relations campaign, the related targets

  3. Creativy in advertising and public relations: theoretical and ideation aspects

  4. From media to new media in advertising and public relations

Learning activities and methodology

Title Hours ECTS Learning outcomes
Tutories 2 0.08 6, 8, 9
Theorical lessons 45 1.8 6, 8, 9
Elaboration of the project 55 2.2 6, 8

This subject is taught in English in the Tourism Degree and in English in the Tourism Degree in English

 

The subject will be based on three complementary methodologies:

Teacher's expositions, commentary and analysis of case studies in class and group work.
The main topics of the subject will be explained in the classroom, where examples and different cases will also be analyzed.

The student, individually, must look for information about a specific issue related to publicity and public relations, which will be debated in the following class. At the beginning of the following session, the professor will choose as many students as he thinks fit to expose his comments to the class.

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

Continuous assessment activities

Title Weight Hours ECTS Learning outcomes
Exam 45% 2 0.08 6, 8, 9
Project 45% 40 1.6 1, 2, 3, 4, 5, 6, 7, 8, 9
Participation in the activity purposed 10% 6 0.24 6, 8, 9

The continuous assessment consists of the preparation of an assignment and a complementary written test

The single assessment consists of a final exam where the entire syllabus of the subject is fully covered.

The recovery will be an exam similar to the single assessment exam, only accessible to students who have obtained between 3.5 and 4.9.

The grade for the subject will be NOT EVALUABLE when the student attends less than half of the assessment activities and/or does not attend the final exam.


In the event of a student committing any irregularity that may lead to a significant variation in the grade awarded to an assessment activity, the student will be given a zero for this activity, regardless of any disciplinary process that may take place. In the event of several irregularities in assessment activities of the same subject, the student will be given a zero as the final grade for this subject.


This subject allows the use of AI technologies exclusively for support tasks such as bibliographic or content-based searches, text correction or translations.

The student must clearly (i) identify which parts have been generated using AI technology; (ii) specify the tools used; and (iii) include a critical reflection on how these have influenced the process and outcome of the activity.

Lack of transparency regarding the use of AI in the assessed activity will be considered academic dishonesty; the corresponding grade may be lowered, or the work may even be awarded a zero. In cases of greater infringement, more serious action may be taken.

Bibliography

Castellblanque, Mariano R. (2006): Professional Profiles Advertising and Related Fields. Barcelona: Editorial UOC.

Fernández Cavia, Joseph and Huertas, Asunción (2009): Writing in Public Relations. Madrid: Pearson Prentice Hall.

Govers, Robert and Go, Frank (2009): Place Branding. glocal, virtual and physical identities constructed, imagined and experienced. London: Palgrave Macmillan.

Blacksmiths, Mario (2000): The Publicitat: Fonaments of Advertising Communication. Barcelona: Porch.

Jimenez, Monika (2007): Manual Gestió d'esdeveniments: The CONSTRUCCIO of brand image. Vic: Eumo.

Moilanen, Teemu and Rainisto, Seppo (2009): How to build brand nations, cities and destinations. Planning a book mark the site. London: Palgrave Macmillan.

Morgan, Nigel Pritchard, Annette and pride, Roger (2005): Destination Branding: Creating the unique destination proposition. Oxford: Elsevier.

Romero, Mª Victoria (coord.) (2005): advertising language. Madrid: Ariel.

Romo, Manuela (1997): Psychology of creativity. Barcelona: Paidos.

San Eugenio, Jordi (ed.) (2011): Manual Communication tour. Barcelona: Documenta Universitaria.

Tellis, Gerard J. and Redondo, Ignacio (2002): advertising and promotion strategies. Madrid: Addison Wesley.

Victoria, Juan Salvador (coord.) (2005): Restructuring of the advertising system. Barcelona: Ariel.

Wilcox, Dennis L., Cameron, Glen T. and Xifra, Jordi (2006): Public Relations. Strategies and tactics. Madrid: Pearson Addison Wesley.

Software

Microsoft Teams

Course groups and languages

The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE

Type of teaching Group Language Semester Shift
(TE) Theory 1 English first semester morning-mixed
(TE) Theory 2 English second semester morning-mixed