
Contemporary Advertising Systems
Code: 103138Credits: 6
| Degree programme | Type | Course |
|---|---|---|
| Advertising and Public Relations | OB | 2 |
Contact lecturer
- Name :
- Ana Ullod Pujol
- Email :
- ana.ullod@uab.cat
Group languages
You can consult this information at the end of the document.
Prerequisites
Students who take this course must have basic communication skills.
Objectives
The subject is part of the Theory and Structure of Advertising and Public Relations, in block with other subjects such as: Theory and Structure of Advertising, Theory and Structure of Public Relations, Current Issues in Advertising and PR.
Learning objectives of the subject:
- Introduce students in the structural study of the whole contemporary advertising system. To make known the economic-financial dimension of the estimated and controlled means that define the different communication ecosystems.
- Show students different communication techniques to apply according to the marketing and communication objectives pursued by an organization, such as: Advertising, RRPP, Product Placement, Cobranding/Licensing, Promotions, Street Marketing, Ambient Marketing, etc.
- In this way, students will have a comprehensive view of the possible communication strategies that are part of contemporary advertising systems.
- In the subject will also work the presentation techniques, with the aim of improving the communication skills of students oriented towards the defense of a project, this being an important value in any professional advertising.
Learning outcomes
- CM11 (Plan professional activity while considering the difference between conventional (ATL) and non-conventional (BTL) media in the advertising system.) Plan professional activity while considering the difference between conventional (ATL) and non-conventional (BTL) media in the advertising system.
- KM16 (Describe the organisation of the corporate world, including the main advertising and public relations groups.) Describe the organisation of the corporate world, including the main advertising and public relations groups.
- SM13 (Determine the viability of a business project in the field of advertising and public relations based on the main economic indicators.) Determine the viability of a business project in the field of advertising and public relations based on the main economic indicators.
Contents
Topic 1.- Advertising integrated in the marketing process.
1.1.- Marketing objectives and communication objectives. 1.2.- The establishment of qualitative objectives and quantitative objectives. 1.3.- Players of the advertising system (advertiser, consumer, agency, media).
Topic 2.- Classification of the media in estimated and controlled means:
2.1.- Communication techniques that would enter by classification.
2.2.- Analysis of advertising investment data. Evolution and trends.
2.3.- Seasonality of the investment.
2.4.- Reflection on the circumstances that have led to changes in advertising systems.
Topic 3.- Advertising communication techniques. Its application according to the marketing objectives. Reasons for the appearance of new techniques. Changes in current advertising systems.
3.1.- Advertising
3.2.- Street marketing, dance marketing, ambient marketing
3.3.- Promotion
3.4.- Cobranding, licensing
3.5 - Product Placement
3.6 - Merchandising
Learning activities and methodology
| Title | Hours | ECTS | Learning outcomes |
|---|---|---|---|
| Sources of documentation, readings and work | 87 | 3.48 | CM11, KM16, SM13 |
| Theory sessions | 33 | 1.32 | CM11, KM16, SM13 |
| Tutorials | 7.5 | 0.3 | CM11, KM16, SM13 |
| Seminars | 15 | 0.6 | CM11, KM16, SM13 |
MD1: Master classesMD2: Problem-solving classes / cases / exercisesMD4: Preparation of jobs / reportsMD5: Reading articles / reports of interestMD6: Oral presentation of worksMD7: TutorialsMD8: SeminarsMD11: Classroom practices
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.
The course content will be sensitive to issues related to gender perspective and the use of inclusive language.
Assessment
Continuous assessment activities
| Title | Weight | Hours | ECTS | Learning outcomes |
|---|---|---|---|---|
| Work | 50% | 2 | 0.08 | CM11, KM16, SM13 |
| Seminars Assistence | 10% | 3.5 | 0.14 | CM11, KM16, SM13 |
| Exam | 40% | 2 | 0.08 | CM11, KM16, SM13 |
The evaluation system that must be applied to the subject is the following, depending on whether it is continuous evaluation or single evaluation.
Continuous assessment
. carrying out group work (40%) on the final grade.
. attendance seminars (10%) on the final grade.
. test type exam (50%) on the final grade.
Attendance to the seminars is mandatory (minimum 80%), and their realization or attendance is not recoverable. Only duly justified and documented absences of assistance will be taken into account.
To pass the subject it is necessary to pass both the works and the exam, otherwise it will have to go to the recovery.
Students who wish to improve their grade in the first sitting of the exam must prepare a specific bibliography (to be consulted with the teaching team).
The final grade would be the last one obtained, regardless of whether it was lower than the first.
Recovery of continuous assessment
Students will have the right to retake the subject if they have been evaluated of the set of activities, the weight of which is a minimum of 2/3 parts of the total grade of the subject.
Recovery work: by repeating what is incorrect.
Recovery exam: by another test exam.
Single assessment
Requirements:
- Completion of a course project (40%) on the final grade. To be delivered on the day of the exam.
- Case resolution test (10%) based on several readings on the subject. This test will be face-to-face and will take place on the same day of the exam.
- Exam (50%) on the final grade.
To pass the subject, it is necessary to pass the three items of the single assessment foreseen. Otherwise, students will have to go to recovery.
Recovery of single assessment
Recovery work: by repeating what is incorrect.
Recovery exam: by another test exam.
Non-assessable
Students who have not completed at least 33% of the assessment activities provided in any of the course's assessment systems will be considered \"non-assessable\" and will be marked as such in their final grade.
Artificial Intelligence (AI)
For this subject, the use of Artificial Intelligence (AI) technologies is permitted exclusively for support tasks, such as bibliographic or information searches, text correction, translations or the use as a tool in order to improve your project or presentation (e.g. image generation, video). In any case, precise instructions in this regard will be given in each practice. Students must clearly identify any parts generated with these technologies, specify the tools used, and include a critical opinion on how AI has influenced the process and final outcome 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.
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.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.
Irregularities
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.
Procedure in the Event of Suspected 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.
Bibliography
BIBLIOGRAPHY
Reading dossiers will be provided at the beginning of the course. These are required reading and exam material.
Software
The subject doesn´t need a specific program
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 | 5 | Spanish | second semester | afternoon |
| (SEM) Seminars | 51 | Spanish | second semester | afternoon |
| (SEM) Seminars | 52 | Spanish | second semester | afternoon |
| (SEM) Seminars | 53 | Spanish | second semester | afternoon |