This course includes directed activities delivered via lectures and practical sessions, complemented by independent student work and supervised activities.

Directed activities: These comprise lectures and practical sessions.

• Lectures: a thorough presentation of the theoretical content of the syllabus, with a focus on the key concepts of the subject. These sessions provide the theoretical foundation required for students to confidently undertake subsequent learning activities.
• Practical sessions: the class will be divided into smaller groups for more personalised work with the seminar tutors. In these sessions, students will carry out group exercises directly related to the topics covered, employing methods such as case studies, communication problem-solving and the analysis and discussion of specialised articles.

Independent student work: Includes both group and individual activities outside the classroom.

Supervised activities: Includes group tutorials, oral presentations of assignments and assessment tests.

Students will find supplementary content for each thematic block on the Virtual Campus. These materials must be read and reviewed in advance, both to undertake the practical sessions and to prepare for the final theoretical assessment.

A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find the various teaching materials deemed appropriate by the instructors and necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure according to 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.

Continuous assessment

The subject evaluation system is based on the following percentages:

A) 40% Knowledge control: theoretical test. The theoretical test must be passed (5.0 or above) in order to pass the course (an indispensable condition).

B) 30% Completion and presentation of practical exercises. Practicals will be conducted in class and are compulsory. Failure to submit practical activities on time and in the correct format will result in a mark of 0.0. The overall mark for criterion B will be calculated as the average of all practical activity marks.

C) 30% Completion of the final project: a study of the management and structure of the public relations function within an organisation, based on primary sources (interview with a Public Relations officer). Failure to submit the final project on time and in the correct format will result in a mark of 0.0.

A(40%) + B (30%)+ C (30%) = 100% FINAL GRADE OF THE SUBJECT

Continuous re-evaluation

a) According to regulations, in order to participate in the catch-up process, students must have been previously assessed at least 2/3 of the total valuable activities of the subject and must have achieved a weighted average mark of at least 3.5.

b) The theory can only be recovered if the student student originally sat the theoretical exam and scored between 3.5 and 4.9. The resit will consist of a theoretical knowledge examination.

c) Students who received a D in any practical activity—either due to failure or non-submission (provided this is for duly accredited or acceptable reasons as determined by the teaching team)—will have the opportunity to resit each practical during the designated period. Each practical resit will involve the resolution of a communication case or problem in class (date and time to be confirmed).

d) The final project (30%) is an evaluable activity that cannot be resat if failed. This is because it is practically impossible to produce another project of this nature within the time available in the resit period.

According to point 9 of article 266 of the UAB Academic Regulations: if a student is deemed unable to provide sufficient evidence of assessment, the course must be graded as “not evaluable”. This course will not be considered evaluable if the student fails to complete at least 75% of the scheduled practicals.

In the case of a second enrolment, students will be able to take a single synthesis assessment consisting of a theoretical exam (50%) and a practical assignment (50%). The final grade for the course will correspond to the grade obtained in the synthesis assessment.

Single assessment

The single assessment system for the subject is based on the following percentages:

A) 40% Knowledge control: oral theoretical test. The theoretical test must be passed (5.0 or above) in order to pass the course (an indispensable condition).

B) 20% Resolution of four case studies and/or communication challenges.

C) 40% Completion of the final project: a study of the management and structure of the Public Relations function within an organisation, based on primary and secondary sources (interview with a Public Relations officer).

A(40%) + B (20%)+ C (40%) = 100% FINAL GRADE OF THE SUBJECT

Single assessment re-evaluation

a) According to regulations, in order to participate in the recovery process, students must have previously been evaluated at least 2/3 of the total valuable activities of the subject and must have achieved a weighted average mark of at least 3.5.

b) The theory can only be recovered if the student originally sat the theoretical exam and scored between 3.5 and 4.9. The resit will consist of a written theoretical knowledge examination.

c) The mark obtained for the resolution of case studies or communication challenges will contribute to the weighted average of the final grade. Only if this test is failed, and if the student so wishes, may they opt to resit it with a similar examination.

d) The final project (40%) is an evaluable activity that cannot be resat if failed. This is because it is practically impossible to produce another project of this nature within the time available in the resit period.

IMPORTANT:

Plagiarism

If a student commits any irregularity that may lead to a significant variation in the grade of an assessment activity, that activity will be graded 0, regardless of any disciplinary proceedings that may be initiated. If multiple irregularities occur in the assessment activities of the same course, the final grade for that course will be 0.

Artificial Intelligence (AI)

For this course, the use of Artificial Intelligence (AI) technologies is permitted exclusively for initial exploration of information or ideas and for grammatical correction of text. Teaching staff will indicate the permitted type of use for each practical or activity undertaken in the course. Students must clearly identify the parts generated by these technologies, specify the tools used, and include a critical reflection on howthey have influenced both the process and the final outcome of the activity. A lack of transparency regarding the use of AI in this evaluable activity will be considered academic dishonesty and may incur a partial or total mark penalty for the activity, or more severe sanctions in cases of serious breach.

Irregularities and associated consequences

The performance of any irregularity in an evaluation act (academic fraud, plagiarism or improper use of AI, unless this use is expressly authorized by the teaching guide), which may lead to a significant variation in the grade, assumes that this act will be graded with a 0. In the event that the teaching guide foresees that in order to pass the subject it is an essential requirement to have obtained a minimum grade in this evaluation act or that there are several irregularities in the evaluation acts of the same subject, the final grade of this subject is 0. Apart from this, a disciplinary process may be instructed to the student that incurs any of these irregularities.

Any student suspected of submitting assignments that have been generated by AI, written by others or copied; include unattributed AI-generated content, or fall outside the permitted scope, may be asked to provide the preliminary work or other materials that can demonstrate it is original work and the result of their own authorship. They may also be asked to separately explain or justify their work. Teachers may also use AI detection systems or carry out any verification tasks they deem appropriate. If, after review, the instructor detects irregularities, the assignment may be graded zero, and the student may be subject to further disciplinary action.