The subject will be developed in theoretical and practical sessions. The master classes will be devoted to the explanation of the core concepts of the subject. The practical sessions will have the following modalities: case analysis, seminars, debates and oral presentation of works. In some activities, the flipped classroom methodology can be used.

A detailed calendar with the content of each session will be presented on the first day of class and made available on the Virtual Campus, where students will also find descriptions of assignments and practical exercises, teaching materials, and all relevant information for proper follow-up.

In the event of a change in the teaching modality due to force majeure as determined by the competent authorities, the teaching staff will inform students of the necessary adjustments to the course schedule and 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.

Assessment System

The assessment of this course follows a summative model and includes the following components:

• Content test (30 points)
• Oral presentations (40 points)
• Written assignments (30 points)

In order to pass the course, all assessment activities must be completed.

Justified absences

In exceptional, duly justified cases (e.g. illness, surgery, bereavement, etc.), students may be exempted from attending or submitting an activity on the scheduled date. In such cases, students must notify the teaching staff via the Virtual Campus, providing the appropriate documentation.

Due to the course schedule, activities cannot be rescheduled during the semester. However, students may continue with continuous assessment. Activities not completed for justified reasons may be submitted during a specific reassessment session in January 2027.

Submission of activities

All assignments must be submitted by the stated deadlines and must follow the formal guidelines outlined in each task description. Late submissions will not be accepted to ensure timely grading and the publication of final marks.

Publication of grades and review process

Grades will be published on the Virtual Campus. Once grades are posted, students will have 10 calendar days to request reviews or submit queries.

Tutorials

The instructor will set office hours to provide academic guidance and individual follow-up.

Reassessment

Students are entitled to a reassessment if they have completed activities that account for at least two-thirds (2/3) of the total course grade. To be eligible for reassessment, they must have obtained a minimum average mark of 3.5 out of 10.

Plagiarism and academic misconduct

Any form of academic misconduct (copying, plagiarism, identity fraud, etc.) in an assessment activity will result in a grade of 0 for that activity. In the case of repeated misconduct, the final grade for the course will also be 0.

Use of Artificial Intelligence (AI)

The use of AI tools is permitted only as a support resource, such as for information searches, bibliographic queries, text editing, or in cases explicitly indicated by the teaching staff.

Students must clearly identify which parts of the work have been generated using AI, specify the tools used, and include a critical reflection on their impact on both the process and outcome of the task. Lack of transparency in the use of AI will be considered academic dishonesty and may result in partial or total penalties in the grade, or more serious academic consequences if applicable.

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.

Suspicious performance

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.

Second enrolment

In the case of second enrolment, students may opt to complete a single comprehensive assessment, consisting of a content test and a series of practical exercises. The final course grade will correspond entirely to the result of this assessment.

Students wishing to follow this option must inform the course coordinator in writing at the beginning of the semester.

Single assessment

Students who choose the single assessment option will be evaluated as follows:

• 50% Theoretical exam on course content
• 30% Written test involving the resolution of three case studies
• 20% Oral presentation analysing a communication policy studied in class

The final grade will be the weighted average of the three components.

The dates for these assessments will be announced at the start of the course in the course calendar.

Reassessment of the single assessment

Students who take the single assessment and obtain a minimum overall score of 3.5 out of 10 may take a reassessment, which will include:

• Multiple-choice questions on course content
• Case analysis
• Oral presentation

The date of this reassessment will be announced at the beginning of the course.