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 assessment and also includes a single assessment.

The assessment items are as follows:

-10% Attendance and participation—both in theory and practical classes—with attitude, involvement, and contributions in class, as well as student performance, being assessed.

-25% Summary assignment. During the semester, students will be required to develop an advertising business project, culminating in their participation in a final competition to obtain a potential client.

-15% Over several weeks, students document real-world examples of innovation (new formats, disruptive campaigns, awards, etc.).

-50% Final exam on the various content taught in the course.

The course is considered passed if the weighted sum of the assessment activities reaches a five.

The single assessment includes three activities: The innovation observation diary (20%), entrepreneurship project (30%) and content exam (50%).

The single assessment will take place on a single assessment date. On that date, students who have opted for this assessment method must sit the content examination and submit the Innovation Observation Journal and the Entrepreneurship Project.

Recovery

Students will be entitled to retake the course if they have been assessed in all activities, whose weight accounts for at least two-thirds of the total grade of the course.

In both single and continuous assessment, the exam is the only recoverable activity. The remaining activities are excluded because they correspond to ongoing learning processes linked to regular student engagement throughout the course and the progressive development of transversal and specific competencies. Their assessment requires active participation, continuous monitoring, and the practical application of content in real or simulated contexts, which is why they cannot be reproduced in a resit exam.

The resit will consist of an additional examination on different topics of the course. The format will be identical for both assessment methods.

Criteria for being considered 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 recorded in the final grade.

Artificial Intelligence:

In this subject, the use of Artificial Intelligence (AI) technologies is permitted as an integral part of the assignment, provided that the final result reflects a significant contribution from the students in their analysis and personal reflection. Students must clearly identify the sections generated with this technology, specify the tools used, and include a critical reflection on how they influenced the process and final outcome of the activity. Lack of transparency in the use of AI in this assessable activity will be considered academic dishonesty and may result in a partial or total penalty in the assignment grade, or greater penalties in serious cases.

Plagiarism and irregularities

If the student commits any irregularity that couldlead to a significant change in the grade for an assessment, the assessment will be graded with a 0, regardless of any disciplinary action that may be initiated.In the event of multiple irregularities in the assessment procedures forthe same subject, the final grade for this subject will be 0.

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.