Checking date: 14/05/2025 12:34:10


Course: 2025/2026

Advertising and Communication
(13658)
Dual Bachelor in Journalism and Film, Television and Media Studies (Study Plan 2017) (Plan: 384 - Estudio: 231)


Coordinating teacher: PINO ROMERO, CRISTINA DEL

Department assigned to the subject: Communication and Media Studies Department

Type: Basic Core
ECTS Credits: 6.0 ECTS

Course:
Semester:

Branch of knowledge: Social Sciences and Law



Requirements (Subjects that are assumed to be known)
No requirements are required to pass the course, but a highly receptive attitude toward reading texts, papers, and relevant bibliography is required to acquire the knowledge to be taught.
Objectives
1. Ability to acquire knowledge of how advertising works as a whole and in each of its components. K3 and S1. 2. Theoretical and practical knowledge of the processes and organizational structures of advertising, as well as the processes for developing advertising messages. SI, K5, and S5. 3. Acquisition of the skills necessary for the analysis and critical judgment of advertising campaigns, beyond their aesthetic components. SI, K3, and S5. 4. Ability to create and execute advertising messages: set communication objectives, define a target audience, propose strategies, and develop a media plan, shaping it across different media and platforms. S1, S9, C3, and C6. 5. Ability to analyze and study the advertising market with regard to new disciplines, professions, and trends according to the dictates of new communication. S1.
Description of contents: programme
- Contextualization of the advertising discipline. Approaches to the theoretical knowledge of advertising and its approach from other disciplines. - Emotional advertising in the digital environment. - Study of the new consumer in the new digital environment. How the demands of the new user are translated into advertising demand. - Influencer Marketing. New advertising business models. - Advertising trends. From product placement/brand placement to branded content and transmedia advertising communication.
Learning activities and methodology
1. Master Classes. AF 1. Theoretical sessions where the instructor presents content supported by the use of audiovisual resources for the presentation. In the case of Advertising Communication, the theory is largely explained through the screening of real campaigns that serve to exemplify what has been taught. 2. Practical Classes. AF 2 SEMINARS-WORKSHOPS Practical activities, project development, and group work in small groups. Knowledge is built through interaction and student work guided by the instructor. AF 8 INDIVIDUAL WORK: Students work individually on the subject content for practicals 1 and 2; writing essays, readings, and essays. This work is applied to the acquisition of theoretical and practical knowledge. A tutoring session is held in small groups before the final report is submitted.
Assessment System
  • % end-of-term-examination/test 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50

Calendar of Continuous assessment


Extraordinary call: regulations
Basic Bibliography
  • Castelló Martínez, Araceli; Del Pino Romero, Cristina. "De la Publicidad a la Comunicación Persuasiva Integrada". ESIC. 2019
  • Enrique Ortega. La Comunicación Publicitaria . Pirámide. 2022
  • George E. Belch, Michael A. Belch. Advertiing and Promotion: and integrated marketing communication perspective, 9th edition. McGraw-Hill/Irwin . 2021
  • Guillaume Lamarre. Storytelling como estrategia de comunicación: Herramientas narrativas para comunicadores, creativos y emprendedores. GG. 2019
  • Ortega Martínez, Enrique. La comunicación Publicitaria. Ediciones Pirmámide. 2024
  • SOLANA, DANIEL. "Postpublicidad: reflexiones sobre una nueva cultura publicitaria en la era digital". DobleYou. Barcelona, 2010
  • Sullivan, Luke. . Hey whipple, squeeze this: the classic guide to creating great advertising. . Adweek. 2022
Recursos electrónicosElectronic Resources *
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The course syllabus may change due academic events or other reasons.