A detailed presentation of the theoretical content of the course will be carried out, with the aim of providing students with a solid conceptual foundation that will enable them to successfully engage in the planned learning activities.

Regarding seminar or practical sessions, the class group will be divided into smaller subgroups in order to facilitate more personalized work and direct support from the teaching staff. These sessions will be predominantly practice-oriented and will be conducted through group exercises related to the content covered in each thematic unit.

These exercises will employ active learning methodologies, such as case studies, the resolution of communication-related problems, and/or the reading, critical analysis, and discussion of specialized articles selected by the instructor based on their relevance to the topics addressed.

As a final activity for the course, students will carry out a practical assignment based on the analysis of a real corporate communication management experience, derived from an interview with a Corporate Communication Director (Dircom). This activity will allow students to contrast the theoretical knowledge acquired with its practical application in real professional contexts.

Additionally, students will have access to a selection of complementary resources organized by thematic blocks on the virtual campus. Reviewing these materials in advance will be necessary for the proper development of seminars/practical sessions, as well as for the preparation of the final theoretical assessment.

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.

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

The assessment of the course will follow a continuous assessment system structured into the following components:

A) Final theoretical exam (40%)

A final theoretical exam will be conducted to assess students' knowledge. To pass the course, students must obtain a minimum grade of 5 out of 10 on this exam.

B) Practical exercises (30%)

This includes the completion and presentation of practical exercises carried out in class. All assignments must be signed by each member of the team responsible for their completion.

C) Final project (30%)

Students will develop a project based on an interview with a professional in the field of Corporate Communication (Dircom).

The final grade for the course will be calculated based on the weighted sum of the three components:

A (40%) + B (30%) + C (30%) = 100% Final course grade

Single Assessment

The single assessment system for this course is structured as follows:

A) 40% Knowledge assessment: final theoretical exam

To pass the course, students must obtain a minimum grade of 5 out of 10 in the final theoretical exam. It should be noted that the format of this exam differs from that used in continuous assessment.

B) 30% Practical exercises based on real communication challenges

On the same day as the theoretical exam, students must complete five practical exercises based on real communication challenges.

C) 30% Final project: submission of a practical assignment based on an interview with a Dircom

The final grade for the course will be the weighted sum of the three components:

A (40%) + B (30%) + C (30%) = 100% of the final grade

RE-EVALUATION

Continuous Assessment

a) In accordance with current regulations, students must have been previously assessed in at least two-thirds of the total assessable activities in the course to be eligible for the resit process.

b) Students may retake the theoretical component if they took the initial theoretical exam and received a grade below 4.9. If they did not sit the initial exam but were assessed in at least two-thirds of the total assessable activities, they may take the resit exam. This will consist of a written exam evaluating theoretical knowledge. A minimum score of 5 is required to pass this component and the course.

c) Students who received a D in any of the practical activities—either due to failing or not participating—willhave the opportunity to resit these exercises during a designated period. Each practical resit will consist of solving a communication-related case or problem in class (date and time to be determined).

d) The final project (30%) is a non-recoverable assessment activity. Due to its nature and complexity, it is not feasible to complete it within the resit period.

In the case of second enrollment, students may opt for a single synthesis exam, consisting of a theoretical exam (50%) and a practical project (50%). The final grade will correspond to the result of this synthesis exam.

Single Assessment

a) 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.

b) Students may retake the theoretical component if they sat the initial theoretical exam under the single assessment and received a grade below 4.9. The resit exam will be a written test assessing theoretical knowledge, and a minimum score of 5 is required to pass the course.

c) The grade obtained from solving case studies or communication challenges will be included in the final weighted average. Only in the case of failure and upon request by the student, a resit will be offered using a similar format.

d) The final project (30%) is a non-recoverable assessment activity. Due to its complexity and workload, it cannot be feasibly completed during the resit period.

PLAGIARISM

If a student commits anyirregularity that may lead to a significant alteration of an assessment activity, that specific activity will be graded with a 0, regardless of any disciplinary proceedings that may be initiated. If multiple irregularities are detected in the assessment activities of the same course, the final grade for that course will be 0.

IA

For this course, the use of Artificial Intelligence (AI) technologies is permitted exclusively for bibliographic or information searches, text correction, or any activity indicated by the teacher. Students must clearly identify any parts generated with these technologies, specify the tools used, and include a critical reflection on how AI has influenced the process and final outcome 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.

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.