For this module, teaching and learning activities include lectures and practical sessions, complemented by students' independent study and supervised activities.

Lectures: These consist of a detailed presentation of the syllabus contents, with particular emphasis on the concepts and foundations of strategic communication planning, as well as the different stages of the planning process. During the first weeks of the module, priority will be given to the acquisition of the theoretical knowledge required to provide students with a solid foundation that will enable them to successfully undertake the practical activities later in the course.

Practical sessions: The class will be divided into smaller working groups to allow for more personalised guidance from the lecturers responsible for the seminars. Practical activities (such as case studies, analyses of organisational situations, etc.) will be directly linked to the contents covered in the lectures and will follow the different stages of the strategic communication planning process. This course may be delivered using a Service-Learning (SL) methodology.

Independent study: This includes individual and group activities aimed at preparing practical assignments, reading the required and supplementary bibliography, progressively developing the strategic communication plan, and preparing for assessment activities.

Supervised activities: These include individual and group tutorials aimed at monitoring the practical work, addressing students' questions, supporting the oral presentation of projects, and providing guidance for assessment activities.

Students will have access through the Virtual Campus to supplementary materials for each thematic block. These materials must be read and reviewed in advance in preparation for both the practical activities and the assessment tasks.

A detailed timetable indicating the content of each session will be presented on the first day of the module and will also be available on the Virtual Campus. The Virtual Campus will contain all teaching materials considered appropriate by the lecturers, together with any additional information necessary for the successful completion of the module. Should the teaching modality need to be modified due to force majeure, in accordance with the decisions of the relevant authorities, the teaching staff will inform students of any changes affecting the module 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.

Continuous Assessment

The assessment system for this module is based on the following weighting:

A) 30% Knowledge assessment: theoretical examination. The theoretical examination must be passed (mark of 5.0 or above) in order to pass the module (mandatory requirement).

B) 30% Completion and presentation of practical assignments. Practical assignments will be completed during class sessions and are compulsory. Failure to submit the practical activities on time and in the required format will result in a mark of 0.0. The overall mark for this component will be calculated as the average of the marks obtained in all practical activities.

C) 40% Completion and presentation of the Final Project: a strategic communication plan. Failure to submit the final project on time and in the required format will result in a mark of 0.0.

A (30%) + B (30%) + C (40%) = 100% Final Module Mark

Resit (Continuous Assessment)

According to university regulations, in order to be eligible for the resit process, students must have previously completed assessment activities representing at least two-thirds (2/3) of the total assessable activities for the module.

a) The theoretical examination may be resat if the student sat the original examination and obtained a mark between 3.5 and 4.9. Students who did not sit the original examination but have completed at least 2/3 of the assessable activities may also take the resit examination. To pass the module, this component must be passed with a minimum mark of 5.0.

b) Students who have obtained a D (Fail) in one of the practical assignments, either because they failed it or did not submit it (provided there are documented or otherwise acceptable reasons recognised by the teaching staff), may resit the assignment during the designated resit period. The resit for each practical assignment will consist of solving a communication case study or problem during an in-class session (date and time to be confirmed).

c) The Final Project (40%) cannot be resat if failed. This is because it is not feasible to complete another project of this nature within the time available during the resit period.

Second Enrolment

Students taking the module for a second time may complete a single comprehensive assessment consisting of theoretical examination (50%) and practical assignment (50%). The final module mark will correspond to the mark obtained in this comprehensive assessment.

Not Assessable

According to Article 266.9 of the UAB Academic Regulations, when there is insufficient assessment evidence to evaluate a student, the module will be graded as "Not Assessable". This module will be recorded as Not Assessable if the student has not completed at least 75% of the assessable activities.

IMPORTANT

Plagiarism

If a student commits any irregularity that may lead to a significant alteration of the mark awarded for an assessment activity, that activity will be graded 0, regardless of any disciplinary proceedings that may subsequently be initiated. If more than one irregularity is detected in the assessment activities of the same module, the final mark for the module will be 0.

Artificial Intelligence (AI)

For this module, the use of Artificial Intelligence (AI) technologies is permitted only for the initial exploration of ideas and for grammatical correction of texts. However, the teaching staff will specify the type of AI use permitted for each practical assignment or assessment activity. Students must clearly identify any parts of their work that have been generated using AI technologies, specify the tools used, and include a critical reflection on how these tools have influenced both the process and the final outcome of the activity. Failure to disclose the use of AI in an assessable activity will be considered a breach of academic integrity and may result in a partial or total reduction of the mark awarded for the activity, or more serious disciplinary sanctions in cases of significant misconduct.

Procedures in Cases of Suspected Academic Misconduct

Any student suspected of submitting work that has been generated by AI, produced by another person, copied from other sources, includes AI-generated content without appropriate acknowledgement, or falls outside the permitted uses of AI, may be required to provide preparatory drafts or other supporting materials demonstrating that the work is original and their own. Students may also be asked to explain or justify their work in a separate meeting or assessment. The teaching staff may use AI detection software or any other verification procedures they consider appropriate. If, following this review, academic misconduct is confirmed, the work may be awarded a mark of 0, and the student may be subject to additional disciplinary measures in accordance with University regulations.