Commercial, Corporate and Institutional Communication 27083
- Centre
- Faculty of Social and Communication Sciences
- Degree
- Bachelor's Degree in Audiovisual Communication
- Academic course
- 2023/24
- Academic year
- 1
- No. of credits
- 6
- Languages
- Spanish
- Basque
- Code
- 27083
TeachingToggle Navigation
Teaching guideToggle Navigation
Description and Contextualization of the SubjectToggle Navigation
This is a subject course common to the bachelor's degrees in Advertising and Public Relations,
Journalism and Audiovisual Communication. The subject course is to be followed in the first four-month
period of the first year of the degree programme, and provides students with their first contact with
many concepts related to communication applied to the advertising, business and institutional spheres.
Subsequent specific subject courses, depending on the degree and specialisation, will go into further
depth on these concepts.
Every business, organization or institution values its image and its social responsibility as a brand.
Press offices and internal communication departments are today more necessary than ever in
businesses and institutions. Internal and external communication tasks are increasingly necessary and
must be performed by professionals.
The course aims to introduce and familiarise students with the concepts of analysis and planning of
advertising communication and public relations, as well as the techniques and strategies used to
manage relations with the media.
It is a question of opening up new horizons for future graduates wishing to work in effective internal
and external information management in institutions, businesses and organisations of all kinds.
In the case of the degree in Advertising and Public Relations the vast majority of the concepts
introduced in this subject course are studied in depth in subsequent subject courses; in the case of the
degree in Journalism, further work is also done in the specialist area of the Communication Manager.
In any case, “Communication and advertising: persuasive strategies”, in the second four-month period
and also common to all three degrees, forms a natural complement to this subject course.
Skills/Learning outcomes of the subjectToggle Navigation
1.- Identifying the features of the elements of communication and applying them to the sphere of
advertising.
2.- Identifying the features of a brand and analysing specific cases.
3.- Being familiar with the phases and strategies of an advertising campaign, identifying the elements
that intervene in the process and how each of them is involved.
4.- Knowing what corporate identity and image consist of and identifying the communication techniques
used to generate them, in particular public relations tools
These learning outcomes develop the following generic competences common to the three degrees in
which the subject is taught: understand communication theories and apply them to practice, analyze
and critically evaluate communication facts and projects, plan and manage communication projects,
and apply creative approaches to solving communication problems.
Theoretical and practical contentToggle Navigation
THEORETICAL CONTENT----------------------------------------------------------------------------------
I- COMMUNICATION AS A MANAGEMENT STRATEGY: INTRODUCTION TO A DEFINITION OF
THE CONCEPTS OF COMMERCIAL, CORPORATE, INSTITUTIONAL AND POLITICAL
COMMUNICATION.
1. Communication, Information and public opinion
2. Communication Management
3. Internal and external communication
II- COMMERCIAL COMMUNICATION
1. Introduction to commercial communication
2. Advertising System
3. Advertising Planning
4. The brand
5. Media planning
III- CORPORATE COMMUNICATION: CORPORATE IDENTITY, CULTURE AND BEHAVIOUR
1. Business culture
2. Corporate reputation
3. Corporate social responsibility
IV- INSTITUTIONAL AND POLITICAL COMMUNICATION.
1. Communication by government
2. Lobbying
3. Electoral communication
4. Communication by social organisations
V- COMMUNICATION TECHNIQUES: advertising, PR, sponsorship, patronage, communication by
action, event organisation, communication of promotion, propaganda, etc.
PRACTICAL CONTENT----------------------------------------------------------------------------------
Practices appropriate to the theoretical content described above will be proposed and developed.
MethodologyToggle Navigation
The course combines various teaching-learning methods for the development of the competences
afore mentioned. Thus, together with the masterly exposition of theories, models and fundamental
concepts of advertising, business and institutional communication, the active participation of
students in debates and expositions about them will be encouraged.
In the practical sessions, exercises will be carried out, both individually and in groups, and, where
appropriate and the teacher decides, also oral presentations.
Assessment systemsToggle Navigation
- Continuous Assessment System
- Final Assessment System
- Tools and qualification percentages:
- Realization of Practical Work (exercises, cases or problems) (%): 50
- Questionnaire with multiple-choice questions and / or open-ended questions (%): 50
Ordinary Call: Orientations and DisclaimerToggle Navigation
ORDINARY CALL
CONTINUOUS ASSESSMENT:
In this subject, the continuous assessment system takes precedence, for the students who attend the
theoretical classes and present the practical work in the manner and within the deadlines foreseen
throughout the academic year. The evaluation will be carried out as follows:
1. Theoretical part: written exam (50%).
2. Practical part: various tasks during the course (50%).
Each teacher will specify in the student guide the materials, means and resources, technological or
otherwise, whose use is allowed in the development of the corresponding assessment tests.
Attendance at sessions with the teacher is mandatory. In order to develop this continuous assessment,
all students must participate in at least 80% of the practices proposed by the teacher, which will be
an essential requirement to access the theoretical test.
Failure of the theory test will be equivalent to the student failing the whole subject.
To determine the last grade, it is essential to have passed both the theoretical and practical parts.
WAIVER OF CONTINUOUS EVALUATION:
As contemplated by the regulations governing student assessment, the student may waive continuous
assessment and request the assessment through a final test. To do this, you must communicate it in
writing to the responsible teacher within the first nine weeks of teaching.
FINAL TEST:
The final test evaluation system will consist of a theoretical part (50%) and a practical part (50%).
Failing the theoretical test will be equivalent to the student failing the whole course.
Each teacher will specify in the student guide the materials, means and resources, technological or
otherwise, whose use is allowed in the development of the corresponding assessment tests.
WAIVER OF THE ORDINARY CALL:
The student may waive the ordinary evaluation call. To do this, if the student has opted for the
continuous assessment, (s)he would have to resign until a period of, at least, one month earlier the
end of lecturing period of the subject, and (s)he would have to present her/his withdrawal in writing
to the teacher in charge of the subject. The qualification will be Not presented.
In the case of having requested the evaluation through a final test, to waive the ordinary evaluation
call, it is enough not to show up for the test the date determined by the Faculty. The qualification
will be Not Presented.
Extraordinary Call: Orientations and DisclaimerToggle Navigation
EXTRAORDINARY CALL
The test to be carried out in the extraordinary call will consist of a theoretical part (50%) and a
practical part (50%). Failing the theoretical test will be equivalent to the student failing the whole course.
Each teacher will specify in the student guide the materials, means and resources, technological or
otherwise, whose use is allowed in the development of the corresponding assessment tests.
They can also resign the call: it is enough not to show up for the test the date determined by the Faculty.
The qualification will be Not Presented.
Compulsory materialsToggle Navigation
All material that the teacher has on the eGela platform for interaction with students of the course
will be compulsory.
BibliographyToggle Navigation
Basic bibliography
ACED, C. (2013). Relaciones Públicas 2.0. Cómo gestionar la comunicación corporativa en el entorno digital. Barcelona, UOC.
CERVERA FANTONI, Á. L. (2004). Comunicación total. Madrid, ESIC.
GARCIA UCEDA, M. (2010). Las claves de la publicidad. Madrid: ESIC.
RIES, A., L. RIES, y R. G. del RÍO (2005). La caída de la publicidad y el auge de las relaciones públicas. Barcelona: Ediciones Urano.
ROJAS ORDUÑA, O. (2008). Relaciones públicas la eficacia de la influencia. Madrid: ESIC.
In-depth bibliography
ADC-DIRCOM (2000). El estado de la comunicación en España. Madrid: ADC-Dircom.
ARCEO, J. L. (ed.) (2004). Las Relaciones Públicas en España. Madrid: McGraw Hill.
BARQUERO CABRERO, J. (1999). Manual de Relaciones Públicas empresariales e institucionales. Barcelona: Gestión 2000.
BARRY, P. (2008). The Advertising Concept Book: A Complete Guide to Creative Ideas, Strategies and Campaigns. London: Thames & Hudson.
BASSAT, L. (2001). El libro rojo de la publicidad. Barcelona: Plaza&Janés.
BEL MALLÉN, J. I. (coord.) (2004): Comunicar para crear valor. Pamplona: EUNSA.
BOORMAN, N. (2008). No Marcas. Madrid: Temas de Hoy.
COSTA, J. (2001). Imagen corporativa en el siglo XXI. Buenos Aires: La Crujía Ediciones.
COSTA, J. (2004). Dircom on-line. El master de Dirección de comunicación a distancia. La Paz: Editorial Design.
Del PINO, C. A.CASTELLÓ e I. RAMOS-SOLER (2013). La comunicación en cambio constante. Madrid: Fragua.
DUNAY, P., KRUEGER, R. (2010). Facebook Marketing for Dummies. NJ: Wiley Publishing.
KLEIN, N. (2001). No logo. El poder de las marcas. Barcelona: Paidós.
KREPS, G. L. (1995). La comunicación en las organizaciones. Madrid: Addison-Wesley Iberoamericana.
LOSADA DÍAZ, J.C. (coord.) (2004). Gestión de la comunicación en las organizaciones. Barcelona: Ariel.
SOTELO ENRÍQUEZ, Carlos (2001). Introducción a la comunicación institucional. Barcelona: Ariel.
Journals
Advertising Age.
Anuario de la Publicidad Nielsen/Repress.
Anuncios. Suplemento mensual de la revista Anuncios.
Campaña. Anuario de Campaña.
El Publicista.
European Journal of Advertising
International Journal of Advertising.
IPMARK. Información de Publicidad y Marketing
Journal of Advertising
Journal of Advertising Research
Journal of Current Issues and Research in Advertising
Journal of Media Planning
Journal of Promotion Management
Journal of Broadcasting and Electronic Media
Web addresses
https://adage.com
http://www.campaignlive.co.uk/
https://www.adsoftheworld.com
https://www.luerzersarchive.com
https://www.oneclub.org
https://www.oneshow.org
https://www.dandad.org
https://www.asa.org.uk
https://www.ftc.gov/tips-advice/business-center/advertising-and-marketing
https://www.creativereview.co.uk
https://www.shots.net
https://www.adceurope.org
http://www.aimc.es
http://www.autocontrol.es
http://www.anunciantes.com
http://www.apcp.es
http://www.adecec.com
http://www.canneslions.com
http://www.dircom.org
http://www.elsolfestival.com
http://www.infoadex.es
http://www.marketingdirecto.com
http://www.ojd.es
Examining board of the 5th, 6th and exceptional callToggle Navigation
- JIMENEZ IGLESIAS, ESTEFANIA
- MARTINEZ MARTINEZ, JOSU
- NERECAN UMARAN, AMAIA
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