Methodology:

- Theory to explain key concepts (master class).

- Required readings (books, articles, chapters, websites, blogs...).

- Optional readings (books, articles, chapters, websites, blogs...).

- Individual and group writing practice based on a briefing.

- Final practice of a real client campaign (if possible) and its oral presentation.

Innovative Teaching Methodologies:

• Creative Festival: During the practical sessions, an anonymous creative festival called \"El León de Cerdanyola\" will take place. Each week, students will vote for the best idea developed for the previous week’s exercise. The winning group will receive a 0.5 bonus on that week's assignment as recognition from their peers. This activity introduces the dynamics of creative competitions into the classroom, reflecting real practices within the advertising industry. It also encourages students to develop objective creative judgment, select strong pieces, and practice oral critique of concepts. A symbolic \"León\" will be awarded at each session, and we will create a winners’ gallery on Padlet, where we’ll share images of the winning pieces and their creators alongside their León de Cerdanyola.
• El Sol de Iberoamérica: The student competition of this prestigious festival—which honors the best creative ideas from Iberia and Latin America—takes place during the semester (April). Participation in this competition, in teams of two, will be offered as a voluntary activity within the course. Students who choose to participate will be exempt from submitting the final assignment as a reward.

Virtual Campus:

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 and necessary information for eƯective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching staƯ 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.

This course follows continuous and single evaluation.

Continuous evaluation

Activity A: Exam on theoretical content (30% of the final grade).

Activity B: Specific practices (50% of the final grade). These will be carried out in teams in the classroom during practice hours.

Activity C: Final practice (20% of the final grade). It consists of a creative report where students must improve ads with spelling mistakes and poor creative quality. It will be done in creative teams assigned at the beginning of the course.

To pass the course, the minimum grade for each activity must not be lower than 5. The final grade will be the weighted average of the grades of the three activities.

Deductions:

In all assignments, 0.25 will be deducted for each spelling mistake.

Retake for continuous evaluation

-Students will have the right to retake the course if they have been evaluated for the set of activities, whose weight is at least 2/3 of the total grade for the course.

-The activities that can be retaken are the theoretical exam and the final practice.

-Group assignments are excluded from the resit process because they are based on collaborative dynamics and shared work processes that cannot be reproduced individually outside the established schedule.

a) According to regulations, in order to participate in the resit process, students must have previously completed at least two-thirds of the total assessable activities in the course.

b) Only the theoretical component may be resat if the student took the original theoretical exam as part of continuous assessment and received a grade below 4.9. The resit will consist of a written exam assessing theoretical knowledge.

c) Studentswho have failed a practical assignment or did not submit it (provided there is a valid or approved reason by the teaching staff) will have the opportunity to resit it during a designated resit period. Each practical resit will consist of solving a communication case or problem in class (date and time to be confirmed).

d) The final project for the course (worth 20%) is a graded component that cannot be resat if failed. This is because completing a project of this nature within the timeframe available during the resit period is practically unfeasible.

Single evaluation

Activity A: Exam on theoretical content (30% of the final grade).

Activity B: Specific practices (50% of the final grade).

Activity C: The final project will be delivered (20% of the final grade): The student must interview an active copywriter to learn about their skills, functions, and advice for finding a job in the sector.

Retake of the single evaluation

a) Students will have the right to resit the course if they have been assessed in a set of activities whose weight represents at least two-thirds of the total grade for the course.

b) Students who have failed one of the practical assignments or have not submitted it (provided this is for justified reasons or reasons accepted by the teaching staff) will have the option to resit during the period established for this purpose. The resit for each practical assignment will consist of solving a communication case or problem in class (date and time to be determined).

c) The recoverable activities are the theoretical exam and individual practical assignments. The final project of the course (20%) is a graded activity that cannot be resat if failed. This is because completing a project of this nature within the timeframe available for resits is practically impossible.

Deductions:

In all assignments, 0.25 will be deducted for each spelling mistake.

Retake for single evaluation

Students will be entitled to reassessment in the course if they have been evaluated on a set of activities accounting for at least two-thirds of the total course grade.

The activities that can be retaken are the theoreticalexam and the final practice.

To pass the course, the minimum grade for each activity must not be lower than 5. The final grade will be the weighted average of the grades of the three activities.

Criteria for being considered 'not assessable'

Students who have not completed at least 33% of the assessment activities provided for in the course, whether under the continuous or single assessment modality, will be considered 'not assessable' ('no avaluable'), and this will be recorded in their final grade.

Second enrollment

Starting from the second enrollment, the course assessment may consist of a synthesis exam that allows for the evaluation of the learning outcomes specified in the course syllabus. In this case, the final grade for the course will correspond to the grade obtained in the synthesis exam. Details regarding the exam will be communicated in due course to students who choose this assessment modality

Plagiarism:

If a student commits any irregularity that could lead to a significant change in the grade of an assessment activity, that activity will be graded with a 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.

Use of Artificial Intelligence (AI):

For this course, the use of Artificial Intelligence (AI) technologies is permitted exclusively for grammar checking prior to submission, researching information about clients discussed in class, performing translations, and generating images for ideas that include original (human-generated) text. Students must clearly identify which parts were generated using AI, specify the tools used, and include a critical reflection on how these tools influenced both the process and the final outcome of the activity. Lack of transparency in the use of AI for this graded activity will be considered a breach of academic integrity and may result in partial or total loss of marks for the activity, or more serious sanctions in severe cases. All final content and written texts must be entirely generated by the student.

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.