Classes will be a mix of theory and practice. Each session will begin with the debate or analysis of some lectures, that will complement the theory. The sessions will be oriented to the development of a media pitch. 4 or 5 group practices will be necessary before the presentation of the final practice.

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: The course content will be sensitive to issues related to gender perspective and the use of inclusive language.

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's assessment will be based on practical work (50%), attendance and participation in seminars (10%), and a final project (40%). To pass the subject, students must obtain a minimum grade of 5.0 out of 10 in both the practical work and the final project. The grade corresponding to attendance and participation in the seminars will be incorporated into the final grade using the established weighting, but it will not constitute an independent requirement to pass the subject.

CONTINUOUS ASSESSMENT RECOVERY

The last three weeks of the course will be dedicated to recovery activities. Students will have the right to a recovery of the subject if they have been assessed for a set of activities whose weight is equivalent to a minimum of 2/3 of the total grade for the subject.

To be eligible for the recovery of the subject, students must have obtained a final grade equal to or higher than 3.5 out of 10, calculated according to the established weighting criteria. The practical work and the final project will be subject to recovery. Participation in the seminars, given its nature, will not be recoverable.

For the grade obtained in a recovery activity to replace the previous grade and to calculate the final mark, it is necessary to obtain a minimum grade of 4.5 out of 10 in that activity.

SINGLE ASSESSMENT

The single assessment system of the course is based on the following percentages:

A) 40% Theoretical test. It will have to be passed (5 or more) to pass the course (essential condition).

B) 30% Resolution of 3 case studies/practicals.

C) 30% Submission of a final paper: *media strategy, including target analysis, competition analysis, strategy approach, media strategy, budget distribution, action scheduling, etc.

Single assessment will take place on a single evaluation date. On this date, students who have opted for this modality must complete the theoretical test and submit the resolution of the three case studies and to the final project.

SINGLE ASSESSMENT RECOVERY

Students will have the right to retake the course if they have been assessed on all the activities, the weight of which is equivalent to a minimum *of 2/3 of the total grade of the course.

In order to be able to take the subject again, an average mark of 3.5 must have been obtained. Both the theoretical test and the resolution of the practical cases may be recoverable. The final paper is excluded from the re-assesment process because it is a progressive development activity with ongoing monitoring.

For the grade obtained in a recovery activity to replace the previous grade and to calculate the final mark, it is necessary to obtain a minimum grade of 4.5 out of 10 in that activity.

SYNTHESIS EXAM

For students enrolled in the subject for a second time or more, assessment may consist of a synthesis exam designed to evaluate the learning outcomes defined in the course syllabus. In this case, the final grade of the subject will correspond entirely to the grade obtained in this exam. Further details will be communicated to students who choose this assessment modality.

PLAGIARISM

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

NOT ASSESSABLE

Students who have not completed at least 33% of the assessment activities scheduled in the course will be considered as \"not assessable\" and this will be reflected in their final grade.

ARTIFICIAL INTELIGENCE (AI)

In this course, the use of Artificial Intelligence (AI) technologies is permitted as an integral part of assignment development, provided that the final outcome demonstrates a significant contribution from the student in terms of analysis and personal reflection.

Students must clearly identify any content generated using AI, specify the tools employed, and include a critical reflection on how these technologies have influenced both the process and the final result 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.

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.

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.