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Communications Offices

Code: 103160
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 required

Objectives

Define the role of the communication cabinets in the marketing mix. Analyze the evolution, functions, services and work processes that have ended.

- Know the different types of communication cabinets.

- Have the ability to carry out the Personal Branding Plan

- Establish an "integrated" 360º vision in business and institutional communication.

- Know how to build corporate and product communication in current business societies.

- Establish the communication plan at both the internal and external levels.

- Apply the theoretical concepts in seminars and cases based on real "Case Histories".

- Learn about the types of professionals in the field of advertising and public relations.

Learning outcomes

  • CM26 (Plan events in appropriate formats to reinforce the intangible value of organisations.) Plan events in appropriate formats to reinforce the intangible value of organisations.
  • CM27 (Design the internal and external communication of an organisation with a focus on stakeholders.) Design the internal and external communication of an organisation with a focus on stakeholders.
  • KM30 (Recognise the intangible value of organisations and their audiences as strategic linchpins for the design and planning of public relations initiatives.) Recognise the intangible value of organisations and their audiences as strategic linchpins for the design and planning of public relations initiatives.
  • SM25 (Interpret the needs of different business sectors to adapt public relations strategies to communication objectives) Interpret the needs of different business sectors to adapt public relations strategies to communication objectives

Contents

  • Study of the methodologies and sources used for advertising media planning.
  • Study of strategies for the development of marketing actions.
  • Study of the functional characteristics of account management.
  • Operational development of the communication cabinet planner.
  • Media strategy and advertising supports of the communication offices
  • Study and development of public relations in the different organizational sectors of social activity,


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.


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

Learning activities and methodology

Title Hours ECTS Learning outcomes
Tutorials and revision of exercises 7.5 0.3 CM26, CM27, KM30, SM25
Theoretical and practical classes and seminars 52.5 2.1 CM26, CM27, KM30, SM25
Individual study, readings, exercises 82.5 3.3 KM30, SM25

Master classes and student participation.

Practical cases for debate and development.

Development of a communication plan based on a real case.

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 30% 2 0.08 CM26, CM27, KM30, SM25
Exercises and homeworks 70% 5.5 0.22 CM26, CM27, KM30, SM25

Continuous evaluation: it is made up of three items:

a) Exam/Test: 30%.

b) Practices 4:40%

c) Work: 30%

It is compulsory to attend the classroom, face-to-face or virtual, for the exhibition of the treballs and unfolding cases, in order to pass the test of connections to approve the subject

All activities are recoverable as long as the student has been assessed at a minimum of 2/3 parts of the total valued activities.

Recovery of continuous assessment. All activities are recoverable provided that the student has been assessed in at least 2/3 of the total evaluable activities.


Single assessment The single assessment consists of three items:

a) Global course project, worth 50% of the grade,

b) Two in-class practical assignments worth 20% of the grade, i.e., 10% each,

c) A knowledge test worth 30% of the grade.

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

Recovery of single assessment. All activities are recoverable provided that the student has been assessed in at least 2/3 of the total evaluable activities.


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


From the second enrollment onwards, the assessment of the course may consist of a synthesis exam that allows for the evaluation of the learning outcomes set out in the course syllabus. In this case, the course grade will correspond to the grade of the synthesis exam. Details regarding the exam will be communicated in due course to students who decide to opt for this assessment modality.


Use of AI

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


Plagiarism

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


Irregularities

The commission of any irregularity in an assessment activity (academic fraud, plagiarism, or misuse of AI, unless such use is expressly authorized in the course syllabus) that could lead to a significant variation in the grade, implies that said activity will be graded with a 0. In cases where the course syllabus stipulates that passing the course requires obtaining a minimum grade in that specific assessment activity, or if multiple irregularities occur in the assessment activities of the same course, the final grade for said course is 0. Furthermore, a disciplinary process may be initiated against the student who incurs any of these irregularities.


Procedure in cases of suspected irregularities

Any student suspected of submitting tasks generated by AI, prepared by other people, or copied; including AI-generated content without proper citation, or which does not fall within the permitted parameters, may be asked to provide previous work or other materials that can 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. Faculty may also use AI detection systems or carry out any verification tasks they deem appropriate. If, after review, it is detected that irregularities have been committed, the work may be graded with a zero and the student may be subject to further disciplinary measures.

Bibliography

In the Moodle classrooms the reference bibliography will be posted

Software

The subject does not require any 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 second semester afternoon
(PLAB) Practical laboratories 51 Spanish second semester afternoon