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Advertising and Public Relations Today

Code: 103139
Credits: 6
2026/2027
Degree programme Type Course
Advertising and Public Relations OP 4

Contact lecturer

Name :
Santiago Jordán Ávila
Email :
santiago.jordan@uab.cat

Group languages

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

Prerequisites

Not requested

Objectives

Know and develop current trends in advertising communication and PR in the business field.

Know and practice the latest tools for planning brand communication.

Coolhunting

Get to know the agency of the future.

Explain new advertising communication and PR tools and their integration into the advertiser's marketing plan.

Develop work using the case method.


Learning outcomes

  • CM12 (Incorporate the legislation in force in the field of advertising and public relations to ensure professional activity is socially responsible.) Incorporate the legislation in force in the field of advertising and public relations to ensure professional activity is socially responsible.
  • KM14 (Indicate the main cultural trends and artistic and literary traditions that have an impact on persuasive communication.) Indicate the main cultural trends and artistic and literary traditions that have an impact on persuasive communication.
  • 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.
  • SM12 (Analyse advertising campaigns and public relations actions based on the theories and concepts of the discipline.) Analyse advertising campaigns and public relations actions based on the theories and concepts of the discipline.

Contents

Generation of knowledge in current advertising and PR and application of the same, highlighting among other approaches to:


1. Marketing 2.0

2. Marketing 3.0 and 4.0

3. Strategic planning: Account Planner

4. Blue Oceans versus Red Oceans

5.T- Plan applied

6. The agency of the future

7.Trends in communication and public relations offices

8. New areas in Public Relations


The content of the subject will be sensitive to aspects related to the gender perspective and the use of inclusive language.

Learning activities and methodology

Title Hours ECTS Learning outcomes
Individual study, readings, exercises 87 3.48 CM12, KM14, KM16, SM12
Master classes, 33 1.32 CM12, KM14, KM16, SM12
Tutorials and revision of exercises 7.5 0.3 KM16, SM12
Seminars 15 0.6 KM16, SM12

Classes with presentation of training content by the teacher.

Practical classes with case resolution.

Student proactivity.

Teamwork

Seminars


Subject planning.

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 all teaching materials that the teaching team deems appropriate and necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure, 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

Continuous assessment activities

Title Weight Hours ECTS Learning outcomes
Practices 40 % 3 0.12 CM12, KM14, KM16, SM12
Test 30 % 2 0.08 CM12, KM14, KM16, SM12
Work 30 % 2.5 0.1 CM12, KM14, KM16, SM12

Continuous assessment

It consists of three items:

a) Exam: 30%

b) Practices 4/10%: 40%

c) Coursework: 30% Class attendance is mandatory for the presentation of the projects and cases developed.

It is necessary to pass the knowledge test to pass the subject.

Continuous assessment recovery

All activities, both theory and practical (seminars and laboratories), are recoverable provided that the student has been evaluated on at least 2/3 of the total evaluable activities.


Single assessment

The single assessment consists of three items:

a) A global project for the subject with a grade value of 50%, which is recoverable for students.

b) Two class practicals with a grade value of 20%, i.e., 10% each.

c) A knowledge test with a grade value of 30%.

The single assessment will take place on a single evaluation date. On this date, students who have opted for this modality must take the knowledge test, complete two practicals, and submit the final project.

Single assessment recovery

All activities are recoverable provided that the student has been evaluated on at least 2/3 of the total evaluable activities.


Non-Evaluable

Students who have not completed at least 33% of the evaluation activities planned for the subject will be considered "non-evaluable," and this will be reflected in the final grade.


From the second enrollment onwards, the assessment of the subject may consist of a synthesis test that allows for the evaluation of the learning outcomes provided in the subject's teaching guide. In this case, the grade for the subject will correspond to the grade of the synthesis test. The details of the test will be communicated in due course to the students who decide to opt for this.


Use of AI

In this subject, the use of Artificial Intelligence (AI) technologies is permitted as part of the development of the work, provided that the final result reflects a significant contribution from the student in terms of analysis and personal reflection. Students must clearly identify which parts have been generated with this technology, specify the tools used, and include a critical reflection on how these have influenced the process and the final result of the activity. Lack of transparency in the use of AI will be considered a breach of academic honesty and may lead to a penalty in the activity's grade or more severe sanctions in more serious cases.


Plagiarism

In the event that the student commits any irregularity that could lead to a significant variation in the grade of an evaluation act, that act will be graded with a 0, regardless of any disciplinary process that may be initiated. In the event that multiple irregularities occur in the evaluation acts of the same subject, the final grade for the subject will be a 0.


Irregularities

The commission of any irregularity in an evaluation act (academic fraud, plagiarism, or misuse of AI, unless this use is expressly authorized in the teaching guide), which could lead to a significant variation in the grade, means that this act will be graded with a 0. In the event that the teaching guide stipulates that it is an essential requirement to have obtained a minimum grade in this evaluation act to pass the subject, or if multiple irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0. Apart from this, a disciplinary process may be initiated against the student who commits any of these irregularities.


Action in Case of Suspicion of Irregularities

Any student suspected of having submitted work generated by AI, prepared by other people, or copied; that includes AI-generated content without citing sources, or that falls outside the permitted assumptions, may be requested to provide preparatory work or other materials that demonstrate that it is original work and the result of their own authorship. They may also be asked to explain or justify their work separately. The teaching staff may also use AI detection systems or carry out any verification tasks they deem appropriate. If, after review, it is determined that irregularities have occurred, the work may be graded with a zero and the student may be subject to additional disciplinary measures.

Bibliography

 Due to the characteristics of the subject, the main reading journals are attached

1. El Publicista

2. Campaign

3. Advertising Age

4. Anuncios

5. Agenda de la comunicación

6. Anuario de marketing

7.Control

8.Anuario de la creatividad española

9. IP

Software

The subject does not require any specific software.

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 first semester afternoon
(SEM) Seminars 51 Spanish first semester afternoon